al.
al.
escmid global
event management.
overview
(project details)
(now a Bruker company)
Coordinator
ESCMID Global is the largest European congress in clinical microbiology and infectious diseases. 16,000+ attendees, hundreds of exhibitors, a new city every year. I took over Molzym's full participation in 2023 — booth design, logistics, lead generation, and a dedicated distributors meeting — and built a process that scales across editions and cities.
the challenge
New city every year. Limited budget compared to the industry giants exhibiting around us. And the reality that organizing ESCMID is not just about booking a booth and renting furniture.
It's everything around it. Tight deadlines, budget tracking, coordinating multiple partners, and thinking of absolutely everything — down to packing a pair of scissors so the team doesn't end up stuck on-site trying to open boxes. It's project management, through and through.
The real challenge was making all of this repeatable. Building a process clear enough that it works in any city, on any floor plan, and doesn't fall apart
the approach
Stand Design & Production
The booth is a 20m² open space equipped in partnership with A-Booth, who supply furniture and print our custom backwall designs. I handle the graphic design, they handle production, and we handle installation ourselves.
In 2023 and 2024, the stand featured a single backwall. Starting in 2025, we moved to a three-wall configuration (Who We Are, Samples & Specimens, Key Expertise). For 2026, the stand gets a full visual overhaul. New Bruker-era logo, new layout, new design language. It will be Molzym's first ESCMID as "a Bruker company."
Logistics & Operations
Everything that happens before and after the booth is standing. Floor plan selection, hotel booking, badge registration, and internal coordination: who travels when, who builds up, who tears down.
Freight is managed with Merkur Expo — two full pallets shipped and tracked across Europe. Lead retrieval is configured in advance. From 2024 onward, I managed the full pre-event and post-event process remotely. By 2025, the system I built was strong enough to run autonomously — and still delivered 176 leads, up from 169 the year before.
Distributors Meeting
Alongside the congress, we organize a dedicated side-event for Molzym's international distribution network. Around 20 attendees gathered for an evening combining business and relationship-building.
The format: a Molzym presentation covering updates, followed by case studies from invited end-users, then dinner. I handle venue scouting in each host city, budget management, catering, and partner logistics. The goal is a professional yet non-corporate setting where people actually talk. This successfully ran in 2023 (Copenhagen) and 2024 (Barcelona).
Brand Moments
Two editions carry particular weight. 2023 — The Reveal. ESCMID Copenhagen was the launchpad for Molzym's new brand identity. New logo, flyers, goodies, and roll-ups hitting the congress floor for the first time. It was the public debut of the rebrand.
→ See the full rebranding case study.
2026 — The New Chapter. Munich will be Molzym's first ESCMID under the Bruker umbrella. New logo integration, three redesigned backwalls, reflecting the company's next phase.
results
