Corey Nickel is a Senior National Account Executive at Shepard. Based in Indianapolis, she’s been with the company since March 2018.
How she got her start: Corey’s path to the trade show world began in an unexpected industry, where she honed her skills in branding, marketing, and events. “I covered the state of Kentucky for a major beverage company, focusing on promotional activities and consumer engagement,” she recalls. During this time, Corey found herself more interested in working on large-scale events.
“I was just perusing LinkedIn and saw an account executive role at Shepard. I didn’t even really know what a trade show was, but I decided to apply and was offered the job,” she recalls. Intrigued by the scale and complexity of trade shows, Corey embraced the opportunity with enthusiasm.
How she spends her days: As a Senior National Account Executive, Corey’s day-to-day work is always evolving. While she continues to work on large-scale events, another crucial aspect of her role is mentoring her colleagues. “We have a great team dynamic where we all support each other’s growth,” she says. “Whether it’s sharing best practices, working together on SOPs, or providing on-site support, there are always opportunities to learn from one another. It’s especially valuable since account executives often work independently, so these collaborative moments really strengthen our team.”
Building strong relationships with clients is also at the heart of Corey’s work. With many of them, she spends a full year guiding them through the event production journey. “You get to know them personally, from their children to their hobbies, and it becomes more than just a professional relationship,” she adds. “You really start to care about them on a personal level and are deeply invested in the success of their event.”
What she loves about the event industry: Corey thrives on the ever-changing nature of the event industry. “It’s never the same. Even if it’s an event you’ve worked on before, every year brings new challenges,” she notes. “New people are always involved, and new surprises always happen. You’re constantly being challenged, and it’s never mundane.”
Why she loves Shepard: Corey’s loyalty to Shepard is rooted in the company’s supportive environment. “I just feel appreciated,” she says. “We went through a hard time with COVID, but the people at Shepard made me feel safe during an insecure time.”
She adds, “There aren’t a lot of companies where the CEO personally takes you to lunch when you’re a new employee. Especially as an ESOP company, you feel like you’re an important part of the company’s success. It’s a really special place.”
Memorable moments: “I’ve had some great times with my coworkers on show sites,” she says. The craziest stuff will happen, and those are the funniest, most bonding moments.”
Emerging event production trends she’s excited about: Corey is excited about the innovative trends in event production—particularly a recent trend in looking at how other industries or other companies can enhance Shepard’s in-house materials.
“We’re pushing the boundaries of what we can do, embracing new ideas, shapes, and metals,” she says. “I feel like we’re really broadening our horizons and being willing to embrace outside resources to help our customers reach new levels.”
Where she finds inspiration: “I find a lot of inspiration from my peers,” Corey explains. “We have monthly creative huddles where we get to see things that other warehouses have come up with, like different structures or graphics. Everyone around the country is coming up with such different ideas based on local trends they’re seeing, so it’s a great opportunity to share that with each other.
How she spends her free time: Outside of work, Corey’s free time is devoted to her seven-year-old son, Asher. “He keeps me busy and fills our days with adventure,” she says. “We love doing all sorts of fun activities together, from sledding to trying new experiences. My husband and I really enjoy creating wonderful memories with him.”
The advice she’d give her younger self: “I played it safe for a really long time, worrying about the smart play instead of what I really wanted to do,” she says. “I wish I had trusted my instincts sooner.”
