Lori Eison Howard

As Senior Manager of Events and Sponsorship Sales at ABA, I guide strategic efforts to grow participation and revenue for ABA Marketplace, our premier annual event for the motorcoach, travel, and tourism industries. My work includes overseeing targeted inbound and outbound sales campaigns that drive sponsorship, exhibit, and registration sales while delivering strong value to our members and partners.

What I enjoy most about this work is connecting with our members. Building relationships with people across the industry—both professionally and personally—is one of the most rewarding parts of my role. Those connections motivate me to help create a Marketplace experience that feels meaningful, memorable, and worth looking forward to every year.

I bring a diverse background in event management, sales, and business development across the travel, telecommunications, and pharmaceutical industries. Over the course of my career, I’ve developed strong experience in contract negotiation, strategic planning, and sales execution. I thrive in fast-paced environments where relationship-building, creativity, and results work together.

One part of my role I’m especially passionate about is serving as staff liaison to the renewed Marketplace Advisory Committee. It’s a privilege to work alongside such a dynamic and representative group of industry leaders. Together, we’re focused on shaping the future of Marketplace, elevating the attendee experience, encouraging innovation, and ensuring the event continues to deliver real value to members and the industry.

 Outside of work, since I am remote from Lexington, KY, I can be found enjoying the horse and bourbon culture of central Kentucky. If not, I can usually be found with my nose stuck in a book.