Senior Advisor – B2C Trade Show Launch

The Strategy Institute is a leading producer of high‑level business and industry conferences across Canada and North America. We are expanding our portfolio by launching a
new, scalable B2C consumer trade show
and are seeking a senior advisor to help shape the strategy, economics, and go‑to‑market execution for this launch.

This role is ideal for a proven B2C event or consumer growth leader who has successfully launched and scaled consumer‑facing events and understands the commercial realities of paid acquisition, ticketing, sponsorship, and exhibitor value creation.

We are developing a flagship consumer trade showwith a paid educational element targeting a defined, high‑value audience with strongexhibitorsand brand demand. The advisor will work closely with the executive team tovalidatethe concept, design the commercial model, and guide the launch from pre‑validation through first‑year execution.

The advisor willprovidestrategic guidance across the following areas:

• Brand creation&positioning
• Ticketing strategy, pricing architecture, and demand forecasting
• Exhibitor value proposition tailored to B2C outcomes
• Sponsorship packaging for consumer‑facing brands
• Incorporating paid education sessions in content areas
• Revenue modeling, breakeven analysis, and profitability planning
• Launch roadmap and 12–18‑month growth plan
• Strategic oversight through first‑year launch

This is a strategic advisory role, with the ability to be more hands‑on during critical milestones if desired.

• 10+years' experience in B2C events or experiential platforms
• Proven track record launching and scaling
  profitable consumer events
• Understand how educational content at the event can drive audience numbers
• Experience driving consumer attendance at scale (5,000+ / 10,000+ attendees)
• Strong understanding of paid acquisition economics (CAC, ROAS, LTV)
• Demonstrated success with ticketing, pricing psychology, and conversion optimization
• Experience working with exhibitors and sponsors focused on consumer outcomes
• Founder, former operator, senior executive, or fractional leader background preferred

• Advisory retainer, milestone‑based engagement, or fractional role
• Flexible time commitment with increased involvement during launch phases
• Remote with periodic in‑person collaboration as needed

• Clear validation of market demand andbrandpositioning
• Defined and executable consumer acquisition strategy
• Strong early exhibitor and sponsor traction
• Successful first‑year launch meeting attendance and revenue targets
• A scalable blueprint for future editions and expansion

Please submit:

• A short professional summary
• Examples of B2C events or consumer platforms you have helped launch or scale
• High‑level results achieved (attendance, revenue, growth)
• Availability and preferred engagement structure

Applications will be reviewed on a rolling basis.