When Alison Powell talks about marketing, she does not start with campaigns, slogans or digital trends. She starts with the customer.

That may sound obvious, but it is also the point. In a business as broad, global and fast-moving as RX, where trade shows and events span industries, geographies and audiences, the discipline of marketing can easily become fragmented. One show does something brilliantly in one region; another creates a standout customer journey elsewhere. The opportunity now, for Powell and her team of global marketeers, is to connect that excellence.