Conference season is upon us, and while I'm missing most events until Cannes in June 😭 I've seen firsthand how public speaking transforms careers. The strategies for landing these spots—and the benefits they bring—differ dramatically depending on which side of the industry you're on.

In an increasingly digital world, the ability to command attention on stage separates industry leaders from the pack. It's not just about sharing knowledge; it's about positioning yourself and your organization at the forefront of innovation. The most influential players in our industry didn't get there by staying silent.

What surprises me most is that many professionals, especially on the brand side, don't fully appreciate the career-defining advantages that come with a speaker badge. Meanwhile, solution providers often approach speaking opportunities with the wrong strategy, missing chances to stand out meaningfully.

Let me share what I've learned from my own journey and from candid conversations with industry leaders about turning speaking engagements into genuine career and business accelerators.

The Value Proposition for Brand-Side Leaders

Great news, you're in high demand for your POVs! Event organizers, podcast hosts, and journalists all want to hear from you. The more senior you are, the hotter a commodity your ideas and experience become.

Bad news, your organization, especially if larger, may be a bit touchy about what you can and cannot say. Getting approvals and determining acceptable talking points can be challenging. I'll share more tactics on navigating this later.

But is it worth navigating these hurdles? I wondered this myself, so during lunch in Atlanta with several brand-side ecommerce leaders a couple of years ago, I asked the group directly: "Won't organizations have more to lose than gain by having their leaders speak publicly?"

I was surprised by Celia Van Wickel's (now at Russell Stover, then at Mars) answer:

• Recruiting advantage: Being seen as a leader and innovator makes your company more attractive to top talent. (It also aids in recruiting for your own team)
• Industry positioning: It signals to your suppliers and retailers that you're progressive and investing where it counts
• Partnership value: It's a win for your partners when you present with them, often resulting in VIP treatment
• Career advancement: It helps your personal career trajectory and allows future employers to discover you

I would add that as a speaker you have a significantly enhanced event experience. With a badge that says 'speaker,' you simply have a completely different experience. It's easier to start conversations with peers and you get to be part of conversations you may not otherwise be privy to.

The Solution Provider Perspective

Great news, your organization really, really wants you to get on stage and secure any publicity possible.

The bad news is that event organizers see you as their meal ticket and expect you to pay for the privelege. However, you can absolutely still make it work to your advantage.

The benefits here are obvious: new business opportunities for your company, plus all the career advantages mentioned above.

Tactical Approaches for Success

For Brand-Side Leaders:

Ask for forgiveness, not permission. Get sign-off on talking points but assume leadership will never actually listen to your presentation.

This has happened to me on the other side as a podcast host. After getting all their talking points approved by legal, a podcast guest within a large and fairly secretive corporation said to me before the interview, "No offense Kiri, but they are not gonna listen to your podcast." No offense taken, my friend! I was delighted to have a more frank conversation than their talking points initially suggested.

Of course, be responsible—consider who's in the room (press, competitors) and balance what you stand to gain versus lose.

Focus on career lessons rather than tactical details, when necessary. This keeps you in safer territory while still providing value to the audience.

Team up with a solution provider who'll handle the case study legwork. This partnership approach distributes the workload and often leads to better presentations.

For Solution Providers:

Pitch yourself alongside a client and just pay for the slot. The investment may be worth it when you consider the visibility and credibility you gain.

Create unique research that you can present. And please, not a 100-person stated-preference consumer survey! Instead:

• Aggregate your own client data
• Develop benchmarks you return to year over year and use this as a basis for tracking trends

This approach gets you & your company on podcasts, in the press, and possibly on stage to present your findings.

Build a personal brand platform. This is a long haul option, but I'm here as living proof that you can be on the solution provider side and build a platform that gets you in the media and eventually speaking at events. You do need to start small and work your way up. The two main requirements are that

a) you've got something meaningful to say, and

b) you're prepared to bang your head against the wall while no-one listens... for several years.

Conference speaking isn't just about the 30 minutes you spend on stage. It's about building a reputation, establishing expertise, and creating opportunities that extend far beyond the event itself. So while you're enjoying yourself at the industry events in the coming months, I encourage you to consider making it a goal to get on the stage next year. Seek out the event organizers and ask what their criteria for panelists are, and follow up in a few months with some genuinely interesting industry topics. Talk to the panelists and speakers on the stage and ask for their advice.

Whether you're representing a brand or a solution provider, the benefits of putting yourself out there can be transformative for both your organization and your career.

Finally, I have created a database of all the best industry conferences and events in the retail media & marketplace industry! You can find it here. You can also see which events I'm planning to attend – would love to meet IRL!