Who is Who
Liz Lathan is a leading event attendee engagement expert and the Co-Founder and Chief Community Officer of Club Ichi. With more than twenty years in corporate and experiential events, she is known for creating human-centered experiences that spark meaningful connection. Liz’s work at Dell, IBM, Haute Companies, The Community Factory, and Club Ichi continues to influence how modern event marketers build community and design impactful gatherings.
In an industry where engagement is often reduced to gimmicks, swag tables, and packed agendas, Liz Lathan has built a career proving that true connection happens when people feel seen, heard, and cared for. Her journey, which spans more than two decades across global enterprise brands, experiential agencies, and now as the Co-Founder and Chief Community Officer of Club Ichi, is rooted in one central belief: events matter most when they create moments of genuine human connection.
As Liz often reminds her community, “Networking doesn’t happen after the content… it happens instead of some of it.” This philosophy threads through every chapter of her work, from launching Dell World to shaping micro-experiences for event marketers to championing attendee-first design long before it became an industry priority.
Foundation: A Curious Mind, A Communicator at Heart
Liz’s story begins at Texas A&M University, where she earned a Bachelor of Science in Journalism and Marketing. Her early fascination with storytelling shaped her professional identity long before she entered the event world. What set her apart, even then, was a natural instinct for the human side of communication. She listened deeply, connected easily, and created environments where others felt welcome.
Her first professional chapter at the U.S. Army Corps of Engineers strengthened her voice as a communicator. As a Public Affairs Officer, she translated complex missions into accessible narratives. This role sharpened her understanding of clarity, empathy, and presence. Those qualities would later become the foundation of her leadership in the global events space.
Ascent: Breaking Barriers in Corporate Events
Shaping Experiences at Scale
Liz’s career accelerated when she joined Dell. As Marketing Director, she led the development of flagship programs including the inaugural Dell World in 2011. A highly ambitious undertaking quickly became one of her signature accomplishments and helped redefine how the company approached customer engagement.
Her ability to lead under pressure earned the respect of colleagues across the organization. One colleague shared, “Even at the most chaotic of times, everyone knew they could count on Liz to be cool, calm, collected, and restore balance with a smile on her face.” Aylee Nielsen, Salesforce
After Dell, Liz moved into impact-focused leadership roles at IBM. She oversaw experiential marketing, community engagement, and high-touch product launch strategies. At IBM she created what she called “Signature Moments,” immersive experiences that included an 80-foot inflatable dome installation, executive community programs, high-visibility events, and unique launch experiences. Her work consistently elevated engagement by putting people at the center of every design.
A colleague from IBM described it best. “Liz’s ability to be creative in any situation is endless. She made attendees feel part of something special and she led her team through ambiguity with strength and vision.” Kerri Sutey, Forbes Coaches Council
Scaling Creativity Through Haute Companies
Liz took her creativity to the next level during her entrepreneurial chapter as Co-Founder and CMO of Haute Companies. The collective included Haute Dokimazo, Haute Rock Creative, Haute Spot, and Swag Hub. Her work introduced fresh event formats, conversation-driven experiences, and immersive virtual engagements that proved connection scales best when it is authentic. Through Haute Rock Creative, she supported Fortune 500 companies with ABM programs, product launches, and global event strategies while leading with curiosity and joy.
Impact: Reimagining Community and Connection
The Community Factory
Liz continued to redefine engagement as Co-Founder and CMO of The Community Factory. The team introduced Spontaneous Think Tanks, an approach that turns standard conferences into environments where people share ideas, build trust, and collaborate within minutes. The Community Factory also introduced Community as a Service solutions that help companies maintain attendee connection long after the event ends.
Club Ichi: A Social Club for People Who Do Cool Sh!t
Today Liz’s primary role is Co-Founder and Chief Community Officer of Club Ichi, a rapidly growing social club for event and field marketers. In Liz’s words, the club is a place for people to experience “ridiculous fun and great conversations” that spark creativity and build meaningful relationships.
Whether hosting sessions on inflatable unicorns, designing unforgettable retreats, or inspiring marketers to rethink traditional formats, her leadership is grounded in joy, curiosity, and authentic human connection.
As she emphasized in a recent post, “If you want people to talk, you have to give them permission and time to do it.” This philosophy challenges the industry to shift from content-heavy agendas to conversation-rich experiences.
Vision for the Future
Liz continues to elevate attendee experience through her work at Club Ichi and The Community Factory. Her focus is on deeper human connection and community-driven design. She is expanding engagement models built on small-group intimacy, collaborative problem-solving, and year-round relationship building.
Her message remains consistent. “The most valuable conversations aren’t happening on stage. They’re happening at the tables, in the hallways, and at the hotel bar.” Her work reminds the industry that events succeed not because of polished agendas but because of the people who participate.
Editorial Notes
Liz Lathan’s career is a testament to curiosity, courage, creativity, and community. Her belief in the power of human connection has shaped events, reimagined engagement, and inspired thousands of professionals across the world. As the industry continues to evolve, her work demonstrates that fun, authenticity, and genuine connection are not accessories to event design. They are the design.
For anyone looking to elevate engagement, build community, or reconnect with the purpose of events, Liz’s story is a reminder to lead with intention, create space for conversation, and always make room for joy.
