US business events and destination management company, PRA has announced that Zachary Watson has joined the company as director of sales, trade shows. He brings more two decades of experience driving strategy, enterprise partnerships and large-scale B2B event growth. Watson will work on the Global Sales team working under Danielle Cirami-Gillis, senior vice-president, strategic partnerships.

Watson has built a reputation for launching new vertical markets and, most recently, led the service provider market at Informa Markets New Hope Network, overseeing key strategic relationships across a portfolio serving the natural, organic and conscious consumer packaged goods industry.

“Zach brings a combination of deep trade show expertise, a strategic mindset, and a collaborative approach that aligns perfectly with PRA’s vision for this rapidly growing vertical, including audience-led activations and in-conjunction events,” said Gillis. “His track record of building strong client partnerships, growing territories, and helping sponsors think beyond the booth by turning show presence into meaningful engagement, revenue, and measurable results makes him an exceptional addition to our team.”

“PRA’s national footprint, reputation for service excellence and commitment to innovation creates an incredible foundation for growth,” Watson said. “I’m looking forward to helping expand our presence in this space and developing impactful partnerships with show organisers to deliver solutions that meet the scale, complexity, and expectations of today’s events.”

Learn more at www.pra.com