Rosa Garriga Mora, 31, works in Barcelona, Spain, as meeting architect at Kenese Group. As a 2017 40 Under 40 honoree, Mora discusses her passion for the events industry.
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What I do: I advise clients and internal teams on how to design medical meetings aligned with their strategic objectives and how to measure results. My main goal is to enhance the delegate experience through effective learning environments and integrating technology-based components before, during and after the event. I use knowledge from different fields such as psychology, neuroscience or instructional design to ensure the best learning outcomes for all participants and influence longer-term behavioral change. I’m also a lecturer and speaker at several universities and industry events, and a jury member of Eventex Awards.
How I got here: When I finished my master’s in event management, I was lucky enough to work with Maarten Vanneste, author of the book “Meeting Architecture: A Manifesto” and Elling Hamso, founder of Event ROI Institute. They were my mentors and helped me learn a lot about how to set meeting objectives, design effective learning environments and measure outcomes. They also introduced me to their networks in the meetings and events industry, and soon I started getting my first clients. I spent around five years working on projects around the world until landing my full-time position with Kenes.
My greatest career accomplishment: I’m proud of my current job—as far as I know, it’s the first in-house meeting architect position that has ever been created. I’m also grateful for having been able to speak at international conferences.