25 Years of Event Marketing Experience - Louise Gosling Joins the CDM Network

We’re delighted to welcome Louise Gosling to the CDM consultancy network.

Louise brings 25 years of B2B event marketing experience, alongside a rare blend of strategic thinking, technical marketing expertise and hands-on campaign delivery. She has worked across the full spectrum of event marketing, from niche launches and boutique conferences to large-scale summits, helping businesses strengthen performance through smarter systems, sharper messaging and better execution.

She’s exactly the kind of consultant we value at CDM: commercially minded, experienced, thoughtful, and able to move seamlessly between the bigger picture and the finer detail.

We asked Louise a few questions about her background, what drives her, and why joining CDM felt like the right fit.

Tell us a little about your background, Louise - what’s your professional story so far?

I’ve spent the last 25 years working across the B2B events world, from the days of direct mail and telesales through to today’s far more advanced digital marketing environments.

Over the years, I’ve worked across a wide variety of sectors and event formats, from boutique industry events to large-scale summits with thousands of attendees. That experience has taught me that the strongest marketing sits where strategy and execution meet. I’ve always enjoyed that space, where you’re not just shaping the direction, but making sure the machinery behind it is working properly too.

What are your core strengths and skill sets as a marketer?

My background spans campaign strategy, digital marketing, marketing operations and martech.

That includes CRM and automation platforms, lead generation, analytics, campaign management, content, CMS, PPC, SEO and stakeholder management. I’ve also led teams, managed budgets and worked closely with suppliers and senior stakeholders.

What ties it all together is my ability to connect the technical and the creative. I enjoy making sure campaigns are not only strategically sound, but also operationally strong and audience-focused.

What first drew you into marketing?

I originally thought I’d go into journalism. I loved storytelling, understanding people and finding the angle that would make something resonate.

Over time, I realised I was equally interested in systems, structure and data, which made marketing feel like a much more natural fit. My first role gave me the chance to bring those strengths together, and that combination has shaped the way I’ve worked ever since.

What do you enjoy most about working in marketing?

The variety.

I love that marketing allows you to combine creativity with problem-solving. One moment you’re thinking about messaging and positioning, the next you’re deep in audience data, systems or campaign performance. That balance really suits how I work.

What is it about event marketing that you particularly love?

There’s something special about building momentum around a live experience.

I love the challenge of creating engagement before the event, nurturing interest over time, and then seeing it all come together in person. In a digital-first world, there’s still something incredibly powerful about real-life connection, and event marketing plays such an important role in making that happen.

What types of projects, campaigns or challenges do you most enjoy getting stuck into?

I’m naturally drawn to projects where there’s something to solve or improve.

That could be strengthening the technical setup behind a campaign, improving how data is being used, or helping sharpen the creative so the message lands more effectively. I particularly enjoy work that brings both sides together — where strong systems and strong storytelling need to work hand in hand.

What do you think makes a marketing campaign genuinely effective?

For me, effective marketing comes down to relevance, timing and execution.

You can have brilliant creative, but without the right audience and structure behind it, it won’t deliver. Equally, strong data only becomes valuable when it’s used to support messaging that feels timely and meaningful. The best campaigns are the ones where all of those parts work together seamlessly.

Is there a particular area of marketing you feel especially passionate about or naturally strongest in?

I’m a problem solver by nature.

I enjoy taking something complex, opening it up, understanding what’s not working, and improving it. That might be a workflow, a data issue, campaign logic, or a broader marketing challenge. I’m at my best when I’m helping bring clarity, structure and stronger performance to something that needs refining.

Why did joining CDM feel like the right fit for you?

Because it felt aligned straight away.

It was clear that CDM values quality, commercial thinking, flexibility and high standards — and that really resonated with me. I could see the opportunity to bring both my strategic and technical experience into a network that genuinely cares about delivering good work and doing things properly.

What trends or emerging technologies do you think have the biggest potential to shape or improve event marketing — and why?

The move towards smarter personalisation through AI and automation is hugely exciting.

Used well, it gives marketers the opportunity to create far more relevant, responsive and tailored journeys. For me, the real value is not just efficiency — it’s the ability to make digital marketing feel more useful, more considered and ultimately more human.

Outside of work, how would you describe yourself?

I like to stay busy and involved.

Because I’ve worked remotely for a long time, I’ve made a conscious effort to stay connected through my local community. I enjoy being around people, getting involved and keeping that sense of energy and momentum outside of work too.

Tea or coffee?

Tea — strong, with the smallest splash of milk.

What do you enjoy doing when you’re not working?

A mix of staying active and doing something creative.

That usually means the gym, walking the dog, camping, or switching gears completely with something like pottery painting. I like variety outside of work just as much as I do within it.

What personal goals or plans are you focused on at the moment?

At this stage in life, I’m focused on making the most of the next chapter — travelling more, simplifying where needed, and enjoying seeing my children build successful lives of their own.

What keeps you motivated?

A combination of work, love and family.

I care deeply about doing things well, and I get a lot of satisfaction from seeing all the moving parts come together properly — whether that’s in work or life more broadly.

Three words that describe you?

Inquisitive. Precise. Versatile.

What’s one thing people should know about how you work?

I like to solve problems properly and deliver work to a high standard.

What’s one thing people might be surprised to learn about you?

I’ve worked at the Statue of Liberty.

We’re thrilled to have Louise as part of the CDM network.

Her experience, mindset and range make her a brilliant addition to the team, and we’re excited to have her supporting our clients and projects.

Welcome to CDM, Louise.

Need experienced marketing support for your event, campaign or growth plans? Get in touch to explore how CDM can support your business.

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