Deutsche Messe AG has created a new organisational framework to further strengthen the positioning of its globally leading industrial event. Effective 1 March 2026, the company has established a dedicated business unit focused exclusively on Hannover Messe and closely related partner events. 

Through this strategic move, Deutsche Messe AG aims to enhance the long-term development, international positioning, and thematic profile of the world’s leading trade fair for industrial technology. The company also intends to intensify market development in key future fields such as automation, digitalisation, energy, and innovation. 

Christian Pfeiffer has been appointed to lead the newly formed business unit, titled ‘Hannover Messe & Partner Events.’ Pfeiffer previously served as Senior Vice President Sales at Deutsche Messe AG and brings more than 20 years of international trade fair and sales experience to the role. 

In his earlier position, Pfeiffer was responsible for all national and international sales activities at Deutsche Messe AG. He managed global sales structures across approximately 150 countries and held management and board roles in several international subsidiaries and joint ventures. 

The three strategic focus aread within the new business unit, the core thematic areas of Hannover Messe will be consolidated into three strategically aligned departments. 

Automation & Drive Technology department will be led by Carolin Illig and will oversee exhibition segments related to robotics, industrial automation, and drive technology. Illig brings extensive experience in sales and the conceptual development of these segments, along with strong expertise in business development, process optimisation, and the establishment of strategic partnerships. 

Hubertus von Monschaw will head Digitalisation & Energy department. Its focus includes industrial digitalisation, Industrial IT, AI-driven applications, platform solutions, and data ecosystems, as well as energy generation, management, and sustainable energy systems. 

Von Monschaw has held senior positions within the HANNOVER MESSE environment for more than 20 years and brings significant experience in the conceptualisation, development, and optimisation of technology-driven trade fair themes. 

Kathrin Schmidt will lead Innovation, Production & Investment department. Her responsibilities include areas such as research and technology transfer, compressed air and vacuum technology, start-ups, foreign trade and investment, as well as industrial supply and engineering solutions. 

Schmidt also brings many years of experience within the Hannover Messe ecosystem, along with extensive expertise in international sales management, coordination of global sales partner networks, and the negotiation of strategic partnerships. 

With this new organisational structure, Deutsche Messe AG signals its commitment to further strengthening its flagship event and reinforces the importance of HANNOVER MESSE as an international platform for industrial innovation, transformation, and sustainable value creation.