#United States #Chicago #PRA #Business Events #Sharon Crichton

PRA Appoints Sharon Crichton as New COO

In a significant move to bolster its operational leadership, PRA has announced the appointment of Sharon Crichton as its new Chief Operating Officer (COO). With over three decades of global experience in experiential marketing and operational leadership, Crichton steps into the role poised to drive innovation and enhance client experiences across the organization.

Prior to joining PRA, Crichton served as COO at Jack Morton Worldwide, one of the premier agencies focused on branded experiences. This new role signifies PRA's commitment to cultivating a cutting-edge leadership team capable of synchronizing creativity with operational efficiency, ultimately delivering transformative business events nationwide.

As COO, Crichton's responsibilities will encompass overseeing PRA's operational strategy across various service lines, including Destination, Creative, Production, and Digital. Collaborating closely with the executive team, she aims to streamline processes, boost profitability, and foster innovation throughout the organization. Her agenda involves elevating consistency across PRA’s service offerings, enhancing financial performance through disciplined planning, and developing scalable systems that will support sustainable growth.

Crichton has a demonstrated history of crafting strategies that not only meet but consistently surpass client expectations. Her approach integrates data-driven insights with high-impact creative thinking, a combination that has solidified her reputation as a trusted leader among clients. In her previous stint, she effectively led operations and production teams across varied global markets and drove enterprise-wide initiatives that sparked creative innovation, resulting in award-winning experiential solutions.

Ariane Coldiron, CEO of PRA, expressed enthusiasm about Crichton’s depth of expertise in experiential marketing, noting, "Sharon brings tremendous value to PRA through her ability to scale operations globally. She has an exceptional talent for translating insights into impactful actions and creating systems that support both creativity and operational efficacy. Her leadership style aligns perfectly with our vision as we amplify our service capabilities."

Known for her collaborative approach, Crichton is admired for cultivating environments where teams feel empowered and aligned. Her emphasis on fostering cohesion within teams is a hallmark of her leadership style, closely mirroring PRA's core values.

In discussing her new role, Crichton remarked, "PRA has long been a valuable partner for leading brands, crafting experiences that connect audiences and drive meaningful business impact. I’m excited to join this remarkable team and collaborate with talented professionals across the country. Together, we will enhance PRA’s strong foundation, expand our capabilities, and continue producing work that not only inspires but also delivers measurable business results."

About PRA

PRA stands out as a leading U.S. business events and destination management partner, specializing in the design and execution of conferences, incentive programs, sales meetings, tradeshows, and other corporate engagements. With integrated services that encompass strategy and creativity, content development, production, and end-to-end logistics, PRA’s solutions enable clients to leverage unique locations for innovative outcomes. Recognized repeatedly among the Top 25 Destination Management Companies (DMCs) by Special Events, PRA’s extensive expertise and local insights help create unforgettable experiences in every major U.S. destination and beyond, thanks to select partnerships worldwide. To learn more, visit pra.com.