Since 2003, Shirley Lim has served as the General Manager at Messe Düsseldorf Asia. Her career with the company started in a strategic capacity as a senior project manager for the healthcare portfolio, where she was instrumental in establishing its success initially in Singapore and subsequently in Thailand. Today, Shirley’s leadership is pivotal not only to the operational excellence but also to the strategic expansion of Messe Düsseldorf Asia’s trade fair offerings across the region. In addition to her enduring role, Shirley has recently taken on an expanded portfolio as Portfolio Director for MEDICARE ASIA, further underlining her integral role in the company’s growth and diversification strategies.

Guiding project teams across a myriad of sectors — from wines and spirits, medical and healthcare, to packaging and printing, plastics and rubber, wire and tube, as well as metal and steel industries — Shirley’s broad oversight ensures the delivery of exceptional trade fair experiences. Her tenure exceeding three decades is characterised by the pursuit of business excellence within a competitive industry environment. Shirley's innovative drive and ability to launch new initiatives reflect her deep-seated passion and commitment to the industry.

Her strategic initiatives and leadership have been key in defining her professional ethos and in continuing the legacy of success at Messe Düsseldorf Asia. As she embraces her additional responsibilities as Portfolio Director at MEDICARE ASIA, Shirley continues to be a linchpin in fostering growth, innovation, and strategic partnerships across the wider Messe Düsseldorf network in Asia.