C-Level Move: Danielle Puceta Appointed as Emerald’s First Chief Digital OfficerC-Level Move: Danielle Puceta Appointed as Emerald’s First Chief Digital Officer
Get to know Danielle Puceta and find out why she’s on a mission to transform trade shows into year-round engagement platforms powered by AI, commerce, and customer-centric innovation.
September 15, 2025
Emerald Holding Inc., a public company that reported total revenues of $398.8 million from B2B and B2C events in 2024, has named Danielle Puceta as its first Chief Digital Officer (CDO), a newly created role aimed at accelerating the company’s digital transformation and innovation strategy.
Puceta, who joined Emerald in 2021 and most recently served as executive vice president of content and commerce, will continue to lead Elastic Suite, the company’s B2B ecommerce and digital merchandising platform while taking on broader responsibilities to drive digital growth across Emerald’s portfolio that includes major events and trade shows like CEDIA Expo, Outdoor Retailer, Surf Expo, and the Overland Expo series.
Produced by Emerald, CEDIA Expo 2025 was held Sept. 4-6 at the Colorado Convention Center in Denver.
Surf Expo, held twice a year, is one of Emerald's brands.
In an interview with TSNN, Puceta shared her vision for transforming the traditional trade show model into a 365-day engagement platform. “Everyone’s talked about 365 for a long time, and I think we’ve already made good progress at Emerald,” she said. “We’ve consolidated functionality into our mobile app and integrated commerce tools like Bulletin for select events. Now, we’re focused on scaling that across the organization.”
Puceta told us Emerald’s tech strategy is a hybrid of building and partnering. “We’re not trying to replace event tech tools with our own software,” she said. “Where we build, it’s because there’s a unique need that isn’t widely available in the market.”
AI is central to Emerald’s digital roadmap. “We’re integrating AI across marketing, editorial, and design to personalize content and scale production,” Puceta said. “We’re also experimenting with ways to repurpose event content—like panel discussions—into articles and social posts, making it more accessible and impactful.”
Her approach is pragmatic and customer-centric, shaped by previous roles at Freeman and American Express Meetings & Events. “Freeman taught me to obsess over the customer journey, and AmEx gave me a global lens that’s crucial for inclusivity and accessibility,” she said.
Emerald acquired the Overland Expo, a portfolio of B2C events, in 2023.
In 2025, Outdoor Retailer held a combined show, which took place June 18-20, at the Salt Palace Convention Center in Salt Lake City. This single, annual event replaced the previous two-show model (winter and summer).
Puceta’s leadership of Elastic Suite continues to evolve. “It’s the digital backbone for wholesale relationships,” she said. “We’re expanding into new verticals and exploring how AI can enhance data visibility for go-to-market decisions.”
Looking ahead, Puceta sees personalization as a key trend in B2B engagement. “Technology should be a layer that enhances events—not just an add-on,” she said. “AI can help attendees discover the right connections and maximize their time onsite.”
When asked about her personal hobbies and how they influence her leadership style, Puceta cited her balance between CrossFit and yoga. “CrossFit brings grit, yoga brings calm—and I try to bring both to my leadership style,” she said.
As for her dream coffee chat? “Steve Jobs,” she said without hesitation. “He obsessed over user experience and understood how consumers would engage with technology. That’s something we must keep front and center—even in B2B.”
