The Power of Asking “What If?”
In the world of event marketing and community engagement, few names resonate as strongly as Liz Lathan. Known as “The What If Girl,” Liz has made a career out of challenging the status quo, pushing boundaries, and creating deeply immersive experiences that leave lasting impressions. With a rich background spanning more than two decades, her journey from a young professional navigating her first corporate job to becoming a trailblazing leader in the events industry is nothing short of inspiring.
Laying the Foundation: A Passion for Connection
Liz’s journey began with an innate curiosity and a passion for bringing people together. After earning her degree in Journalism and Marketing from Texas A&M University, she quickly found her niche in event marketing. Her early career roles, including her time at Dell and IBM, showcased her ability to transform corporate events into powerful, community-driven experiences. At Dell, she spearheaded the creation of Dell World, an event that evolved into a premier gathering for technology professionals and industry leaders. Her time at IBM further solidified her expertise in experiential marketing, where she led signature moments that blended innovation with deep customer engagement.
The Defining Moments: Turning Challenges into Opportunities
One of Liz’s most defining career moments came during her tenure at IBM, where she was tasked with creating an impactful presence for the newly acquired Cloudant team. Despite being told that no venue space was available within Mandalay Bay for a major event, she refused to take no for an answer. Instead, she turned to an unconventional solution: the Data Dome—an 80-foot immersive dome experience in the venue’s parking lot. Featuring interactive discussions and even a guest appearance from Star Trek actor Brent Spiner (a.k.a. “Data”), the Data Dome became a landmark event, showcasing Liz’s ability to think outside the box and execute on bold ideas.
Her approach to problem-solving and innovation is evident in her own words: “There’s always a way. You just have to find it.” This fearless mindset has been a cornerstone of her success, leading her to not only craft memorable events but also cultivate high-impact professional communities.
Building Club Ichi: A Haven for Event Marketers
Recognizing the need for deeper industry connections, Liz co-founded Club Ichi, a thriving membership community for B2B event marketers. This platform provides a space for professionals to exchange ideas, collaborate on best practices, and elevate their careers. Her vision for Club Ichi stems from her belief that the most powerful innovations emerge from shared experiences and collective problem-solving.
In addition to Club Ichi, Liz also co-founded The Community Factory, a firm dedicated to helping brands build meaningful, year-round engagement with their audiences. Through cutting-edge event design and strategic community-building initiatives, she has helped countless organizations foster stronger customer relationships and drive business success.
Leadership and Mentorship: Inspiring the Next Generation
Liz’s leadership extends beyond her own ventures. Colleagues and industry peers speak highly of her ability to lead with vision, creativity, and unwavering positivity. Former IBM teammate Kerri Sutey describes her as “super creative, always positive, and very collaborative,” while Salesforce’s Aylee Nielsen notes that Liz’s “strength of character and inspirational can-do attitude is contagious.” These testimonials underscore her impact not just as a marketer, but as a mentor and motivator.
Liz’s leadership philosophy is built on empowering others. Whether guiding her team through complex projects or encouraging young professionals to embrace their creativity, she believes in fostering a culture of collaboration, resilience, and continuous learning. One of her most enduring lessons comes from a pivotal early career moment when she learned the importance of delegation and leveraging the strengths of a team. This experience shaped her approach to leadership, emphasizing the value of clarity, teamwork, and strategic vision.
The Future of Event Marketing
As the landscape of event marketing continues to evolve, Liz remains at the forefront of innovation. She envisions a future where event experiences are more immersive, inclusive, and emotionally resonant than ever before. Through her work at Club Ichi and The Community Factory, she continues to push the boundaries of what’s possible, ensuring that brands can connect with their audiences in deeper, more meaningful ways.
For Liz, the journey is far from over. She remains a driving force in the industry, always asking, “What if?”—and finding extraordinary answers.
Through her visionary leadership, Liz Lathan has not only redefined event marketing but also built a legacy of connection, creativity, and transformation. Her story is an example to the power of innovation, the impact of community, and the limitless potential of those who dare to ask, “What if?”
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