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Middle East Event Show


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Madinat Jumeirah, Dubai, UAE

Exhibition & Seminars: 12 & 13 June 2024
Awards: 13 June 2024

Flyn Roberts
Chief Commercial Director at Messe Frankfurt


As Chief Commercial Director, Flyn oversees Messe Frankfurt Middle East’s event portfolios and commercial activities, driving strategy, business development and operational excellence to ensure sustainable growth and profitability.

Prior to her position on the Executive Board, Flyn was Portfolio Director for the Consumer Goods verticals, including Beautyworld Middle East and Saudi Arabia, Paperworld Middle East and Gifts & Lifestyle Middle East where she was responsible for the development and execution of event strategies, customer focused solutions and deep industry insights and engagement that drives event growth.

With over 17 years’ experience in B2B events for retail, beauty and eCommerce, Flyn consistently delivers innovation-rich, first-class events with a strong focus on building high performing and passionate teams to create superior solutions and experiences for our customers and industry communities. She possesses a comprehensive skillset that includes brand and product management, sales and new revenue generation, strategic planning, leadership, team building, project management, content creation, event design and budget and cost control.

Prior to joining Messe Frankfurt in 2022, Flyn was a member of the senior leadership team at RX (Reed Exhibitions) Australia, serving as Event Director with a portfolio of 3-4 events per year. She graduated with a Bachelor of Design from Sydney Graphics College which is evidenced through her creative approach and keen eye for detail.

Agenda Sessions

  • Panel Discussion: The Cornerstone of The Industry: An Open Panel With the Leading Events Organisers