Flyn Roberts

Chief Commercial Officer at Messe Frankfurt

Speaker

Flyn Roberts is Chief Commercial Officer (CCO) at Messe Frankfurt Middle East, leading the organisation’s commercial strategy and advancing the growth of its international trade exhibition portfolio across Dubai and Saudi Arabia, supporting meaningful collaborations between global businesses and the Middle East’s fast-growing markets.

Appointed to the C-suite in 2024, Flyn is responsible for driving revenue performance, strengthening strategic partnerships, and shaping long-term business development across the company’s flagship events. With nearly 20 years’ experience spanning the global events and exhibitions sector, she brings deep expertise across consumer goods, retail, and beauty, building platforms that enable international trade, market access, and sustained industry engagement. Operating in one of the region’s most influential exhibition markets, Messe Frankfurt welcomed more than 8,400 exhibitors and 266,000 visitors across its UAE and Saudi Arabia exhibitions in 2025 under her leadership, reinforcing its position as a leading industry platform.

Since relocating to Dubai, Flyn has held senior leadership roles within Messe Frankfurt Middle East, progressing from Show Director to Portfolio Director – Consumer Goods, before stepping into her current position as CCO. She is also a strong advocate for diversity and inclusion, playing a key role in empowering women within the organisation to progress into leadership roles. She was instrumental in the launch of the ‘Women in Leadership’ programme, designed to support and develop future female leaders. Prior to relocating to the UAE, she built her career in Sydney, Australia, where she led major B2B exhibition brands at Reed Exhibitions Australia.