Director, Events

Posted on: 2007-03-17

Sherri Beck 253 Avenue B Ronkonkoma, NY 11779 Cell: 415.203.5422 Email: [email protected] Career Summary: Results-oriented marketer specialized in conference/event management (events, seminars, trade shows, videoconference, conventions, user conferences, incentives). Expertise in budget management and analysis, integration of corporate messaging, staff management, conference programming and multimedia productions. Skilled at return on investment (ROI) analysis, lead generation and strategic planning. Experienced in conference branding and collateral development (internet/print). Professional Experience: CMP Media, Inc., Manhasset, NY 2005-2006 CMP Media is the premier provider of access, insight and actionable programs that connect sellers to buyers in the technology, healthcare and entertainment industries. Director of Events, Business Technology Group – Responsible for the event portfolio for the Business Technology Group. Directly managed five event professionals managing five conferences, three road shows, 60 roundtables and custom events. Reported to VP, Events. • Assumed P&L responsibility for $8M business; reduced operational expenses 15% in two months. • Designed and instituted group budget management tools. • Developed four new event launches in 2006. • Researched and selected new registration tool, representing an annual savings of $80,000. • Developed and instituted staff training program utilizing internal expertise to create team buy-in. Symbol Technologies, a Motorola Company, Holtsville, NY 2004-2005 Symbol Technologies, Inc. (SBL, $2B with 5,200 employees worldwide) is a recognized worldwide leader in delivering products and solutions that capture move and manage information in real time. Sr. Manager, Corporate Events, - Managed the strategic direction and execution of conferences, corporate meetings, and related programs within a department of four event professionals (attendance ranging from 200 to 1,300). Reported to Sr. Director, Integrated Marketing. • Renegotiated vendor contract to provide a $132,000 cost savings. • Created and assumed fiscal responsibility for $10M annual budget. • Executive produced major corporate conferences. • Developed RFP process for vendors according to Sarbanes-Oxley compliancy standards. American Optometric Association, St. Louis, MO 2001-2004 The AOA is the leader and recognized authority for eye and vision care in the world. It is a $20M association with 100 employees and has a membership comprised of 32,000 optometric professionals. Director, Meetings and Conventions – Managed a team of four event professionals providing four meetings per year with attendance from 150 to 10,000, plus 40 committee/ board meetings. Was directly responsible for a $3M department spend. Reported directly to CFO, Deputy Executive Director. • Oversaw event team liaison with six volunteer committees. • Redesigned annual conference sales and promotional collateral to ensure improved member communication. • Implemented first-time web registration and housing bureau management processes. • Supervised sales and execution of 200,000 sq. ft. exhibit hall with $1.2M net sales. • Renegotiated contracts resulting in a savings of $150,000. Increased net income for annual conference from $62K to $1.1M within 3 years. Macromedia (acquired by Adobe in 2006), San Francisco, CA 2000-2001 Macromedia (MACR with 1,500 employees) offered software products that provide an integrated solution for building Internet applications (products include Shockwave, Flash, Dreamweaver) Director, Event Marketing - Directed and led three lead-generating event organizations - Conferences (10 events), seminars (200 events), and tradeshows (45 events). Managed a staff of 14 (eight direct reports). Reported to Sr. Director, Program Marketing. • Provided strategic direction to product teams to ensure event goals and objectives (including lead generation) were met. Determined yearly event schedule using both primary and secondary research. Managed ROI process, determined budgets, conducted salary reviews, hired, etc. • Managed budgets of over $11M. Renegotiated vendor contracts for a cost savings of $825,000. • Led the tradeshow team in building a new corporate booth; a $700,000 project. Indus International, San Francisco, CA 1998-2000 Indus International, Inc., (IINT with 600 employees) is a provider of Service Delivery Management (SDM) solutions, which help clients optimize the management of their customers, workforce, spare parts inventory, tools and documentation to maximize performance while achieving cost savings. Sr. Manager, Events - Managed staff of three. Events consisted of user group meeting (1,200 attendees), incentive programs (70), sales meetings (100), town hall meetings (400), lead generating seminars (20 per year with 50 attendees each) and tradeshows (25 per year). Managed annual event department budget of $6M. Implemented department ROI procedures. Reported to SVP, Marketing. • Supervised logistics for events. Designed content strategy. Produced special events. Developed and implemented marketing plans and PR activities (print, fax, email, telemarketing and web). Negotiated all vendor contracts and managed relationships. • Merged two user groups (from corporate merger) into one organization. Developed organizational structure, communication tools, leadership structure (election process, terms of office, etc.) Acted as a non-voting member of the steering committee and was responsible for communicating user recommendations to appropriate Indus representatives. • Supervised exhibit/sponsorship activities for user conference, adding $150,000 in additional sponsorships for the event. Smith, Bucklin & Associates, Chicago, IL 1994-1997 Smith Bucklin is the world\'s leading association management company, providing services to over 150 trade associations, societies, technology user groups and government agencies. SBA boasts 550 associates, with 100 meeting professionals managing more than 1,500 yearly events. Convention Manager - Managed corporate and association client relationships and events (user conferences, board meetings and special events). Supervised three support staff with dotted line supervision to 12 additional staff. Conducted ROI analysis for events. Events ranged in attendance from 20 to 2,000 attendees with budgets from $50K to $2.5M. Reported to Convention Supervisor. • Negotiated vendor and hotel contracts. Provided savings to client of $92,000 in attrition charges. • Served as liaison to conference committees and executive boards. Managed communications, made recommendations on speakers, venues and special events. Worked with committees to develop meeting theme, messaging and other objectives. • Managed trade shows including prospectus development, sales and on-site management. This included development of objectives and strategies, creation of sales material, exhibit sales, sponsorship management, priority point systems, production of exhibitor kits, etc. Event experience with progressive responsibilities 1985-1994 Education: Eastern Illinois University, BS in Marketing Professional Affiliations: Meeting Professionals International (MPI), Computer Event Marketing Association (CEMA)