Cheryl Oswald is Reinventing Roles

By Katie Scrivano | Photo (right) ©CNH

Wisconsin Meetings (WM) recently reconnected with Hartland, Wisc.-based Cheryl Oswald, CMP, Corporate Events Manager at CNH, where she serves as the lead for internal and external corporate meeting experiences and events for the company’s brands in North America.

WM: Since we connected a few years back, you made a pivotal shift in your career in late 2022 after working as an event planner in retail for Kohl’s. Tell us about that new role in a very different industry.

CO: It was a challenging transition going from retail to ag/construction. The industry has challenged me in so many different ways and it’s been good for my career — rewarding. In this role I support events for our two ag brands, New Holland and Case IH. We have about 60 events a year, including trade shows. Anything we do is trying to drive business with our customers, bringing together dealers and customers.

WM: What are some of the differences for planners in ag/construction industry versus retail?

CO: For us, it’s about getting our name and word out there in relation to our brand and bringing awareness to those already familiar with us about what’s new and exciting. In comparison, big things for retail were food and beverage trends or visual elements. It’s not that [in this industry] we don’t care, but our clientele is about less flash and more substance, and our product is the flash. For example, we bring in a lot of heavy machinery to events for ride and drives.

WM: You recently completed a new golf tournament certification through MPI. How did that course help you better prepare for that specific type of event planning?

CO: It was a cool opportunity to see the latest trends in putting on a golf tournament. I’m not a huge golfer, but it turned me onto the golfer experience. The way that MPI put it together — it wasn’t just about the tournament, but about putting together other activities that surround it.

WM: What key takeaways did you bring back to your team from the golf tournament certification?

CO: It was interesting to hear from a pro’s perspective — the things to ask for that we should include. The top three things I took away would be 1) how to do giveaways, 2) the different avenues you can go with a golf event, such as night golf, and 3) combining activations, such as an embroidery station.

WM: Event planners seem to be now more than ever looking for ways to make the most of their budgets. What areas are you working creatively with and how?

CO: Budgets are a hot topic across the industry. Some of the big components for me are food and beverage costs, where we’re looking to leverage partnerships with hotels to flex on minimums or using water stations versus bottled water, and room rates — where can we find some flex there and possibly have a partner waive fees. Additionally, with moving heavy equipment, I’m cognizant of what’s really important for the event. I understand the position the industry is in post-COVID and really try to find a middle ground.

WM: How have you been using artificial intelligence (AI) tools in your role with CNH?

CO: I use it a ton — specifically PCMA Spark for events and note capturing for calls. It’s never going to be a perfect science and won’t replace human touch, but I’m looking forward to diving deeper.

WM: : What’s your advice to other meeting professionals about considering a big industry change?

CO: It was not an easy decision to make — I loved what I was doing and wanted to continue doing it. I did my homework, having conversations about the industry and organization prior to interviews. Although it doesn’t fully prepare you until you’re immersed, it gave me perspective.

As a professional who values continued learning and networking, Oswald encourages others to take time to connect with peers, having made great connections throughout the industry, even with some competitors, that she can rely on in good and bad times.