Manpreet Kour

Manpreet Kour: Weaving Human Connections Through Experiential Marketing

All journeys start with a spark—sometimes subtle, sometimes bold. For Manpreet Kour, that spark came from her unshakable belief in human connections and the power of experiences, if created with purpose, to transform companies and lives.

What began as an early fascination with market research and strategy soon grew into a remarkable 17-year career where she built global experiential marketing functions, scaled teams, and emerged as one of the most powerful voices in the events sector.
Her first professional steps were with the Confederation of Indian Industry (CII) and Technopak Advisors, where she contributed to landmark projects like the Auto Expo and the Technopak Marketing & Retail Conclave. “Those assignments taught me the discipline of planning and the necessity of execution at scale,” she recalls. These formative years laid the foundation for what would later become her true calling—designing experiences that harmonize creativity, technology, and data to deliver impact.

In 2008, during the height of the global recession, Manpreet joined Cvent after months of perseverance. Initially part of market research, she soon took a bold leap: to establish experiential marketing in India for global events. The challenge was formidable—working late nights across time zones, building credibility, and managing skepticism. But with the trust of mentors, management, and colleagues, she turned a two-person team into a 22-member global engine delivering over 800 events annually. “Scaling a function across EMEA and APAC meant embracing both challenges and opportunities,” she reflects. “And it was in those challenges that I discovered my resilience and adaptability.”

Her leadership journey was tested again in 2020 when the pandemic brought the events industry to a standstill. Instead of retreating, she chose to innovate. She pivoted her entire strategy to virtual and hybrid formats and conceptualized Cvent Accelerate as a virtual brand. What began as a survival tactic evolved into a global platform, later expanding to Singapore, Australia, UAE, and Germany. That same year, she was promoted for her agility and foresight, recognition of her ability to turn disruption into opportunity. “The lesson I learned was simple—keep moving forward, keep your eyes on the destination, and treat everything else as a distraction,” she says.

Today, as Associate Vice President of Marketing at Cvent, Manpreet leads brand and experiential marketing across EMEA and APAC, overseeing event design, operations, technology, sponsorships, analytics, and marketing. Her career has been recognized with prestigious awards, including the Gold Stevie International Business Award (2023) for B2B Event Innovation, the Gold Gulf Sustainability Award (2024), and her inclusion in the Top 100 Most Influential People in the Event Industry in the Middle East (2024) by Eventex UK. “Awards are nice, but to me, they represent something deeper—how vision and dedication can create ripples of influence across industries and communities,” she notes.

Her passion extends beyond business outcomes. She is a global thought leader and speaker, often invited to address audiences on sustainability, DE&I, women’s leadership, and event innovation. “I see myself not only as a leader, but as a bridge uniting people, ideas, and opportunities across borders,” she says.

At her core, Manpreet believes in the transformative power of experiences. “I believe experiences have the power to spark ideas, kindle imagination, and enhance collaboration,” she emphasizes. This guiding philosophy shapes her vision for the future—advancing experiential marketing through creativity, sustainability, and technology, while mentoring the next generation of leaders.
Her strengths—strategic vision, creativity, and building high-performing teams—have fueled her ascent. Yet she candidly acknowledges her vulnerabilities. “My need for perfection sometimes impedes decision-making,” she admits. “But I’ve learned that vulnerability is not weakness—it’s where real growth and innovation begin.”

For someone managing a global role, balance is a conscious practice. Structured planning, delegation, and empowering her team guide her work; while mindfulness, meditation, strength training, and family time keep her grounded. “Balance isn’t perfection—it’s about making intentional choices that help me stay present in every role I play,” she reflects.

Outside of work, Manpreet draws inspiration from astrophysics, neuroscience, spirituality, and sustainability. She is passionate about travel, cultures, and stories, and values the simple joys of laughter and meals with loved ones. “The simple things—like conversations that end in laughter—are what keep me centered,” she smiles.

Looking back, Manpreet sees her career not as a collection of titles but as a journey of influence, resilience, and foresight. From her early days in research to shaping global experiential marketing, her story is embroidered with innovation, inclusivity, and vision. Above all, it’s about creating lasting human connections, thriving communities, and a legacy that inspires others to embrace curiosity and lean into change.

Her advice echoes the lessons of her journey:

• “Embrace curiosity.
• Lean into change.
• Don’t fear imperfection.
  It’s in those spaces of growth,” she believes, “that we find the power to create impact—not just for businesses, but for humanity itself.”