The newly created role will see Sanders will work with clients to help develop their brand story in the face-to-face environment.
Sanders has both 'client side' and agency experience having held senior roles at AEO, ESSA and 2Heads where he worked on corporate accounts such as Barclays and Citi Group.
Since joining GES as business development manager in 2013, he has delivered major design and build projects including bespoke stands for Kodak, Cameron and Dubai South.
Mark Eddy, chief commercial officer, GES EMEA, said: "It is vitally important that we continue to put the client’s needs first. GES has a formidable suite of products and services - all designed to help our customers realise their brand objectives and ambitions in the live event space. With John’s focus on this area we can accelerate the already excellent work being delivered across the company."
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