Organizational Structures for a Digital World, presented by mdg in cooperation with ECEF/Lippman Connects
Tuesday, May 28 | 3:30 to 5 p.m.
JW Marriott
Washington, DC

Session Description:
The digital revolution is fundamentally changing the way associations and for-profit event organizers operate, making collaboration, experimentation, nimbleness and continuous improvement critical—especially within a marketing department. Attend this power-packed panel to learn why “agile” is the new name of the event-marketing game, and how the usage of data and testing to see what’s working in real time can significantly increase attendance at your next event. You’ll discover that sprint planning, scrums, iteration reviews, performance modeling and stand-up meetings are more than just sexy buzzwords—they are transformational concepts changing the reality of event marketing. You’ll leave with ideas on how to appropriately adapt your organizational systems, processes, technologies and structure to improve predictability, reaction speed and overall return on investment.

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amy fisher

Amy Fisher
Vice President of Marketing and Communications, ASIS International

Amy Fisher joined ASIS International in July 2016 and serves as the Vice President of Marketing and Communications. In this capacity, she has been driving the strategic overhaul of marcom initiatives related to event, certification, membership, education and other professional development programs for members and the security profession at large. In addition, she has spearheaded the digital transformation of systems and practices to increase marketing efficiencies, improve data integrity and elevate communications capabilities. She leads a team of professionals focused on creating and executing complex campaigns to enhance member value and event engagement, while driving overall revenue for the Society.

ben mcrae

Ben McRae
Director of Web Strategy, mdg

Ben leverages both strategic and technical web expertise to develop top-notch event sites and email templates. Well-versed in responsive design, information architecture and layout optimization, he brings an extensive knowledge of CMS platforms and coding solutions to every project. His other passions include mathematics, making him an ideal analytics manager, and The Washington Post Hunt, which he won in 2016.

chris strong

Chris Strong
Senior Vice President of Conventions and Membership, National Business Aviation Association

As NBAA’s senior vice president, conventions and membership, Chris Strong is responsible for all aspects of planning, implementation and promotion of NBAA’s annual Business Aviation Convention & Exhibition (BACE) in the United States, as well as NBAA’s international shows in Europe (EBACE) and Asia (ABACE). Chris has two decades of trade association experience, including marketing strategy and implementation, acquisition and retention of members, membership database management, member services, brand strategy and collateral revenue programs.

kristen ferrer

Kristen Ferrer
Director of Digital, mdg

As a strategic marketing leader, Kristen focuses on marketing operations and digital campaign/program optimization. She is known for creating data-driven strategies that guide organizations through digital transformation and achieve organizational goals. Her favorite projects include digital acquisition through organic search, paid search and social, as well as email, user experience design and data analytics. Since 2000, Kristen has been creating exceptional digital experiences for organizations of all types, including K–12 and higher education, tech companies, professional services and consumer goods. Her experience ranges from working with non-profits and associations to startups and established for-profit companies of all sizes.


kimberly hardcastle-geddes

Kimberly Hardcastle
President, mdg

Kimberly Hardcastle-Geddes is president and chief marketing strategist at mdg, a 110+-person agency with offices in Southern California, Chicago and Washington, D.C. Specializing in event and association marketing, mdg brings together marketing researchers and strategists, digital specialists, data experts and a robust creative team to provide complete marketing solutions that help clients achieve their objectives. Kimberly is a CEM faculty member, a Krakoff Leaders Institute alumna, a columnist in PCMA magazine, a presenter of industry seminars on strategic planning and, most importantly, an integral collaborator for several prominent event clients across in the country.

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