Hi, I’m Laura, The IconicEvents® Expert, freelance event professional, and event career coach living in the U.K. with Southern roots and a global perspective.

I grew up in the Southern U.S. (Arkansas), where I first learned the true meaning of hospitality: making people feel genuinely welcomed, cared for, and seen. Since 2011, I’ve lived and worked abroad in Peru, Austria, China, and England, blending that Southern warmth with international experience, operational precision, and cultural agility.

Fun fact: I actually started my career as a biologist at a pharmaceutical company, where I quickly discovered my passion for events. After volunteering to plan and manage company trade shows, conferences, and galas, I made the leap to an event agency and never looked back. Eventually, I launched my freelance career. I came full circle in 2021 by moving to the UK, where I actually volunteered at my very first major event a decade prior: the London Olympics.

Since going freelance, I’ve freelanced for a wide variety of agencies from boutique firms to global names like Imagination, Jack Morton, and MCI as well as directly with event organisers and associations directly including the U.S. Tennis Association, Wimbledon, and Laver Cup.

Today, I specialise in VIP services, player services, premium hospitality suites, and delegate management at major, high-profile events across the sports, luxury, fashion, film, auto, NGO, and corporate sectors. I’m known for combining methodical, project management-driven operations with discreet, personalised guest experiences — always with a warm, approachable leadership style that teams love.

In addition to freelancing, I coach and mentor event professionals through my brand, IconicEvents®, its programs, my podcast (A Flair for VIP Events), and the retreat I co-founded (Event Pros On The Go), helping them create iconic event careers of their own. My passion lies in education and coaching through creative means and in raising the bar for professionalism, hospitality, and heart in the major events industry.

Quick Facts

• 13 years in the event industry
• 14 years living and working abroad
• 9 years PMP (Project Management Professional) certified
• Master’s Degree in Operations Management (University of Arkansas)
• Certifications: PMP #1935385, Business and Social Etiquette (The English Manner)
• Language Skills: Native English speaker; Mandarin, Spanish, Italian proficiency; some knowledge of French, German; currently learning British Sign Language
• Personal Attributes: Trustworthy, personable, discreet, hospitable, methodical, approachable, intuitive, proactive, culturally agile, able to "read the room," skilled at handling confidential information
• Residency & Work Rights: U.K. resident with American passport and full right to work