Alexandra Odri-Fender

Senior Director, Project Management, DACH NL & Digital Services EMEA

Meet Alexandra Odri-Fender

Alexandra brings extensive event production experience since joining Encore in 2010, initially leading Participant Management and project management for live events. Over the years, she’s orchestrated successful events for corporate giants like Daimler, Fiat, and SAP. Since 2020, she’s led Encore’s Digital Services Team in EMEA, delivering virtual and hybrid events globally. In 2023, her expertise led her to oversee the entire DACH NL production department, ensuring consistency and innovation for local and global clients and partners.

So, you've been with Encore for many years. How did you originally get into the industry?

I actually wanted to become a teacher of German and Math. During my studies, I got to know many IT students and programmers – it was the beginning of the World Wide Web. A group of young European programmers asked me to work with them and one day, I was asked to design a participant management platform. It took a few months to develop all the features, the logic, and the workflow. As the registration process had to start while the software was still being released, I was asked to manage the platform and be the central point of contact for the 700+ participants. This, of course, included on-site accreditation, set-up, training of event staff, and ensuring everything ran smoothly. This was my first event held in Budapest. It thrilled me, it was exciting, and that’s what still drives me today – working with clients to develop their ideas and having the result ‘in front of my eyes’ at the end.

What advice would you give to young people trying to enter the industry?

An event is live – there is no second chance to get it right. Preparation is key, and one needs a great talent for improvisation to stay flexible and keep calm. Before I travel to an event and prepare the schedule, I slip into every role in my team, which provides the big picture. My advice is that there is not just one way into the industry, just as there is not just one perspective when planning an event.

What do you love the most about your job?

The social aspect of events is what I love the most. Every event is unique and tailored to the individual needs of the people involved. Although there are certain aspects that are universal, it’s the way everything comes together that makes each event special. It’s amazing to see various people working together to create a successful meeting, conference, party, dinner, or any other event for both small and large groups. Witnessing the moment when everything comes to life and the magic happens is the most rewarding part of my job.