Zuzanna Gierlinska has joined Bluestripe Group as a Partner to help drive its new Panel Power course, designed to elevate the quality, confidence and effectiveness of speakers and moderators across the marketing industry. With over 20 years’ experience leading commercial organisations including Microsoft, Spotify, Oracle, WPP and MiQ, Zuzanna brings deep expertise and passion for communication and stagecraft.
NDA Editor-in-Chief Justin Pearse sat down with her to discuss why panels matter more than ever, where they go wrong and how training can make a real difference.
Can you take me through your background and why this kind of training appealed to you?
I’ve been incredibly lucky throughout my career to act as a spokesperson for some of the biggest names in digital advertising. From Microsoft to Spotify, Oracle to WPP, and most recently at MiQ with the launch of their AI platform.
Being on stage and representing brands has always been a constant thread in my work. It’s something I absolutely love. I thrive on that feeling before you go on stage, even the nerves. After twenty years honing those skills, the chance to help others develop confidence and presence in the same way feels like the perfect next step.
Many industry panels can feel a bit flat. What do you think is going wrong?
We have an incredibly rich event calendar in our industry, with conferences, client events and internal showcases happening constantly, yet the opportunities to truly maximise those appearances are often missed.
Speakers don’t always know the small but powerful techniques that make you stand out, how to bring energy, authenticity and memorability to your delivery. Often it’s not about capability, it’s about confidence.
That’s particularly true for women, where representation on panels is still far too low. There are so many brilliant women out there who just need a little more support and practice to step forward and shine.
Do good panels actually deliver tangible business results?
Absolutely. A great panel appearance positions your brand as a thought leader and helps you wrap your products or services around key industry trends.
When done well, it elevates your brand from simply being part of the conversation to shaping it. I’ve seen people come off stage with a queue of new contacts waiting to speak with them. Panels build credibility and drive desirability, and that can translate directly into sales.
There’s a clear commercial ROI if you approach it the right way. So it’s not just a marketing exercise, it’s a genuine business opportunity.
We’re also helping people become better moderators. What are the common pitfalls?
Most people asked to moderate aren’t professional hosts, they’re busy executives doing this on top of their day jobs. That’s why it’s vital to teach practical skills that help them communicate clearly, keep discussions lively and inject personality.
Small changes in how someone frames questions or wraps up a conversation can completely transform the experience for the audience.
This isn’t about criticising panels, it’s about making them stand out. Companies invest heavily in sponsorships and events, so finessing how their people appear on stage is one of the smartest ways to elevate both brand and message.
Why do you think this kind of training is so important right now?
As events become more competitive, the quality of a company’s speaker or moderator can really determine how memorable that brand is.
Every audience is saturated with content, so it’s never been more important to communicate with clarity, passion and purpose. Investing in panel training is about ensuring every appearance, whether at a major conference or a client event, leaves a lasting impression. It helps companies make the most of every opportunity to connect with audiences and showcase their best people, not just their products.
Finally, what impact do you hope Panel Power will have on the industry?
My hope is that it helps shift how people view panels, from something routine or intimidating to something exciting and valuable. I want speakers and moderators to feel genuinely proud of their appearances, not just relieved to have got through them.
If we can help build confidence, encourage new voices and create more engaging, authentic discussions, the ripple effect across the industry could be huge. Great panels inspire audiences, elevate brands and open doors, and I think we’re only just starting to realise their true potential.
To find out more about Panel Power, get in touch.
