Edlin Flores

Trade Show & Event Marketing Leader

I lead trade show strategy, exhibit management, and brand activations, from 10x10 booths to 30x30 flagship exhibits, with cross-functional teams of 20+.

Based in San Diego, CA

01 Experiential Marketing Brand story activation 02 Exhibit Management Metrics‑driven exhibitions 03 Speaker Sessions Sessions that engage 04 Customer Events Impactful brand experiences

Experiential Marketing

The Golden Washing Machine: a brand story activation

When I was tasked with leading the planning for our flagship trade show exhibition of the year, I saw an opportunity to reimagine our existing booth activation. A prize wheel had served us well in past events, but it was time for a fresh, engaging update.

Rather than starting from scratch, we kept what made the original work (its speed, visual appeal, and interactive energy) and built on it. The result was the Golden Washing Machine, a visually striking installation that captured attention while paying homage to our company's roots. The concept drew on our founder's original cell separation experiment, famously conducted in his mother's washing machine, forging a memorable connection between our brand and our audience.

My contributions

I led the end-to-end development of the activation, managing both its physical and digital components. On the hardware side, I coordinated with external partners to transform a real washing machine into a custom-branded display, eye-catching and durable enough for event use.

The next challenge was the "software": the interactive prize game. Using creative problem-solving and advanced PowerPoint techniques, I built a randomized prize selection experience matched to our vision for fast-paced, high-energy engagement. Bringing the hardware and software together delivered real engagement at our exhibit, reinforced our origin story, and aligned with the event's innovation theme.

The Golden Washing Machine, studio view of the branded prize display

Golden Washing Machine, booth centerpiece

On the exhibit floor

Exhibit Management

Metrics‑driven exhibitions

With experience managing exhibit spaces from compact 10'x10' booths to expansive 30'x30' footprints, I bring a data-driven approach to event planning that balances creativity with measurable impact.

Most recently, I led the strategy and execution of a 20'x30' exhibit for a major biotech industry event, showcasing a diverse instrumentation portfolio while raising brand visibility and generating qualified sales leads. The project required close coordination across internal teams and third-party vendors to integrate technical equipment, messaging, and visual design, resulting in a space that reflected our brand's innovation and delivered strong performance metrics.

My contributions

I led end-to-end coordination and execution, overseeing everything from strategic planning to onsite management.

10+ internal stakeholders

5 third‑party vendors

20+ onsite staff

Our planning was anchored in data, benchmarked against historical performance to inform strategy. By identifying and expanding on the tactics that had worked best in past years, we strengthened our booth presence, had more conversations that actually mattered, and maximized lead generation.

Exhibit staff in matching event shirts posing at the booth

Exhibit team, ready for the floor

Full view of the exhibit space on the show floor

Full exhibit footprint

Attendees gathered around the exhibit booth

Exhibit signage on getting viable single cells from tumor tissue

Cell sorting exhibit station signage and demo

Cell isolation technology display with MACS Columns

Speaker Sessions

Sessions that engage

Hosted sessions are a key driver of our success at trade shows and events, offering a platform to connect directly with current and prospective customers. In a recent highlight, I led the planning and execution of a high-impact workshop at one of our flagship industry trade shows.

The session was designed to demonstrate our product capabilities while delivering valuable insights to the audience. To keep the content credible and compelling, we selected a knowledgeable speaker whose expertise resonated with attendees and aligned with our messaging. Building on strategies proven in previous years, we ran targeted promotional efforts to maximize attendance. The result was a well-attended, high-value session that strengthened brand trust and deepened engagement.

My contributions

I partnered with our Product Management team to coordinate session content and logistics with our internal speaker, ensuring alignment with our messaging and audience needs.

Working with Marketing Communications, I helped develop targeted promotional materials to build awareness and drive attendance, refining our outreach strategy and timing against past-event best practices. The session filled every seat, with attendees standing for the remainder. Afterward, we invited attendees to a follow-up webinar, extending the conversation and deepening interest in our solutions.

Full session room viewed from the back, workshop signage overhead

A full room, seats and standing room

Speaker addressing the room from the podium

On stage

Customer Events

Impactful brand experiences

During a major industry trade show, we were tasked with hosting a dedicated customer event aimed at deepening existing relationships and forging new ones. By leveraging the presence of customers already attending the show, we created a targeted opportunity to bring them together in a more intimate, brand-focused setting. This moved high-value interactions from the busy show floor to a dedicated event space, allowing for more meaningful, personalized conversations.

The initiative played a key role in strengthening brand loyalty, building trust, and opening new doors for future collaboration.

My contributions

I collaborated closely with stakeholders from Marketing and Sales to design and execute an event focused on a memorable, high-touch experience: a warm welcome reception, a seated dinner where we formally thanked our guests, and an extended dessert experience with a photo booth, prize wheel, and claw machine to keep guests engaged.

90% full‑duration retention

That level of participation created valuable opportunities for our team to connect directly with customers and strengthen long-term relationships.

The Franklin Institute grand hall set for the customer event, statue lit in purple

Welcome reception

Seated dinner

Guests posing at the branded photo booth with props

Claw machine game branded for the customer event

Podium signage at the Franklin Institute customer event

Prize wheel with plush toy prizes at the customer event