Katerina Filunets was driven by a burning desire to turn the tide and shake things up, which ultimately led her to leadership. At the outset, while she was knee-deep in strategy and M&A, she got her feet wet and gained some valuable exposure. From how companies grow, restructure, and adapt to changing environments, she had it all at her fingertips. Katerina attributes her background for shaping her leadership style, which is analytical, results-oriented, and always people-focused.
As the clock ticked on, ITE Group turned over a new leaf. So did Katerina’s role. She started off with a strategic mandate, which later extended into international business development. At present, as General Manager in Dubai, she’s responsible for leading growth across multiple priority markets. Thanks to her long and winding road through the USA, UK, Canada, Russia, and now the UAE, which has helped her to develop a global perspective on leadership, market dynamics, and cultural adaptability. It puts a little bit of everything in Katerina’s toolkit and gives her a holistic understanding of the business.
Success is a Collective Endeavor
This astute professional sees success in a whole new light. Instead of locking it away, Katerina nurtures it with sustainable growth, meaningful partnerships, and the empowerment of people. Practically, it signifies broadening their exhibitor base, ensuring their events yield significant results for participants, and fostering reliable connections with governments, associations, and businesses. However, success also has a very human side for her.
Katerina is a leader who embraces the joy of collective growth. Whether it is building proper communication within the team or supporting professional development, she leaves no stone unturned. Her intent is to create an environment where people feel their work is part of something bigger, beyond just the four walls of the office. “When my team feels inspired, connected, and proud of what they do,” She notes, “that is as important a measure of success as any business metric.”
It is that very approach that has earned Katerina a respected position among the ‘Middle East’s 10 Visionary Business Leaders to Watch in 2025.’
Tested by Adversity, Propelled to Excel
It’s been a rocky road. However, with her hands on the wheel, Katerina had to keep her eyes on the end goal. One of the speed bumps that jumped out at her was the industry’s fragility. From geopolitical tensions to the global pandemic, it has faced unprecedented challenges. These events put resilience to the grindstone and forced rapid transformation. The solutions were not handy but hard-won. They embraced digital tools, broadened their global agent network, and teamed up with trade organizations. All this to keep the engines turning and the value flowing!
To her, such challenges are blessings in disguise—golden opportunities to reimagine how exhibitions can weave together people, industries, and ideas.
Balancing Leadership and Motherhood
“Balance, for me, is something I constantly strive for, but I also acknowledge it is not always easy to find,” Katerina says. Since her professional life demands frequent travelling, it often blurs the boundaries of work-life balance.
What is her why? It’s her 8-year-old son, Katerina’s anchor and inspiration. Her son is a constant reminder to her to his mom of the importance of curiosity, creativity, and resilience. Recounting on one last year’s event, Katerina shares how the child left everyone in awe with his clarity and fearless imagination. When asked at school who he wanted to be, he said he was considering four career paths: becoming a president, an artist, a junior school teacher, or pursuing a career in exhibitions. Watching that school video was a powerful reminder that the way we live and lead sets an example.
And when Katerina is with him, she shuts out all the distractions and switches entirely into my most important role, of being simply his mummy. Those moments of being fully present totally give Katerina the balance and perspective she needs to recharge and excel in her demanding professional life!
Leading Must-haves in the MEA
The Middle East is dynamic, diverse, and highly entrepreneurial. Katerina feels that to succeed here, a leader must have some distinctive qualities. While cultural sensitivity, adaptability, resilience, and vision top the list, empathy sets the tone. You can’t thrive in this region without it. The understanding of different perspectives while aligning everyone behind a shared goal is a must.
How is Katerina managing it? She came to the Middle East all prepared. Her previous international exposure across the Americas, Europe, Russia, and now the UAE has equipped her with a rare global dexterity. Different lessons in leadership, communication, and adaptability have been some major takeaways from each of these provinces. Together, they have helped her thrive in the multicultural context of the Middle East.
One Decision That Changed the Tack
Oftentimes, it is just that one calculated risk, defining step, or game-changing decision that changes the entire course of a business, taking it to new heights. As General Manager of ITE Group, Katerina also recognizes the weight of such turning points and leads with intent.
Expanding their international agent network aggressively was one such decision. ITE Group touched the new frontiers of Southeast Asia, Africa, and Latin America. The results opened new avenues for growth and impact. It shifted their ability to access new markets, attract fresh exhibitors, and diversify risk. Katerina defines it as a bold step that has positioned ITE as a true global connector at a time when traditional routes were constrained.
Motivation Mantra
Change is inevitable, and those who go with the flow manage to make it to the summit. “I thrive on change,” Katerina shares with a steely confidence. The exhibitions industry is not static. It is constantly reinventing itself, and that energy motivates this seasoned executive. To keep up with its pace, Katerina adopts continuous learning, networking with industry leaders worldwide, and seeking inspiration from different sectors, from technology to education to trade policy. Growth, for her, isn’t a destination. She considers that it comes from curiosity and the drive always to ask: what’s next?
Katerina understands the significance of investing in self-investment. It is the undeniable way to evolve. “I will be attending the INSEAD program on ‘Transforming Your Business with AI,'” she reveals, “which I believe will be critical for shaping the future of our industry.” Another thing on her to-do list is learning Arabic. The intent behind it is to deepen her cultural understanding and strengthen connections in the region, which is now her base, both personal and professional.
Leveraging The Power of Collaboration
Collaboration is at the heart of everything they do. Managing international and cross-functional teams calls for a heart-to-heart, a leap of faith, and a clear road map to keep everyone on the same page. And Katerina knows the score. Accordingly, she encourages a culture where ideas can be shared freely, decisions are made collectively when possible, and accountability is clearly defined. This balance strikes a chord between creativity and performance.
To give this more substance, she has launched a number of initiatives to make collaboration tangible. Monthly meetings are conducted. The Dubai office team isn’t just participating in these sessions. ITE has remote colleagues joining in from Istanbul, Delhi, and London, along with others from Beijing and Moscow. Every time the ITE staff travels, they bring back nuggets of wisdom, pick up fresh skills, and build connections that translate into invaluable insights and growth. These ideas are generally conveyed in a live meeting, as emails alone cannot provide the same level of impact, enthusiasm, or collaborative learning.
Responsibility Towards Preparing Next Gen Leaders
Katerina doesn’t just lead, she hands down the baton to the next generation. She considers it her responsibility to mentor, share knowledge, and open doors for younger professionals. The knowledge-sharing sessions and training programs she initiated at ITE exemplify her mentoring mindset. The idea is not to keep that expertise siloed. All Katerina wants is for future generations to feel empowered to lead confidently and creatively.
A Defining Achievement
We have witnessed in history that the most iconic breakthroughs did not happen preplanned. In fact, they unfolded in unpredictability. And in the case of Katerina, this concept is just a perfect fit. When asked what one achievement in her career she feels best represents her vision and values as a leader, Katerina didn’t take a second to ponder. To her, it was the successful relaunch and international expansion of their exhibition portfolio, especially during a time of uncertainty. And why is it so close to her heart? It is indicative of Katerina’s conviction in the importance of collaboration, vision, and resilience. As she puts it, “Turning challenges into growth opportunities is what I stand for as a leader.”
Rethinking Innovation in Large-Scale Events
This industry veteran sees innovation as about mindset, not just as technology. At ITE, when it comes to planning large-scale events or exhibitions, they go all out by integrating digital tools and matchmaking platforms. However, the driving force behind their actions is a commitment to customer-centricity and quick adaptation to market needs.
She mentions that at ITE, they are building a whole ecosystem around their events to go the extra mile beyond the one-time exhibition model. It is done with the exhibition at the core, summits for community and knowledge exchange, while keeping the ball rolling with 365-day engagement through their online Connect platform. The results of this integrated approach are praiseworthy. It allows ITE to deliver value year-round, building deeper and more meaningful relationships with its industries.
Advice for the Upcoming Generation of Leaders
With an eye on helping ambitious individuals and particularly women seeking leadership positions in the events industry, this wise business leader offers some straightforward but profound advice. She insists that they must learn to believe in their capability, seek mentors, and never shy away from challenges. Katerina has noticed that women often underestimate themselves. However, leadership is a different game. Designed for the risk-takers who refuse the sidelines. It requires confidence, resilience, and a willingness to make bold decisions. Her advice: “Don’t wait for the ‘perfect moment, ‘ create it.”
Also, she urges these aspirants to surround themselves with mentors who truly have their backs. Their trust and encouragement can do wonders. It can make all the difference when they face doubts or difficult choices. On the road to leadership, Katerina is convinced that having people who recognize our potential and support our growth is invaluable.
A Legacy to Remember
She believes her legacy will be most meaningful if her work builds lasting bridges across cultures and industries, empowering businesses and inspiring the next generation of leaders.
