Expo! Expo! 2025 Aligning Leadership & Sales: A C-Suite Strategy For Event Revenue

Brittany Shoul is SVP of Revenue Strategy & Operations at MCI USA, where she leads a sales team specializing in outsourced advertising, sponsorship, and exhibit sales for associations and event organizers. With nearly 20 years of experience driving non-dues revenue growth, Brittany partners with associations to create high-impact sales strategies that increase revenue, member value, and partner ROI. Brittany is a frequent speaker and contributor on topics including AI in business development, data-driven sales leadership, and designing value-driven sponsorship programs. Her insights have been featured in industry publications and podcasts, and she continues to shape the conversation around the future of association revenue. 

With over 35 years of professional sales and leadership experience, Dan Cole is a renowned executive, writer, and speaker known for his expertise in sales fundamentals and team success. Formerly Senior Vice President at the International SPY Museum, Dan now leads sales at AVIXA’s InfoComm show. His career includes executive roles at Hargrove, Inc., and he has over 16 years managing business development for CES and CTA. Starting in sales at Lanier Worldwide, Dan moved to National Trade Productions, Advanstar, and Yellowbrix. Awards include IAEE’s Outstanding Sales Executive and the International Business Awards’ Sales Executive honor. He serves on PAR’s Leadership Advisory Board and CEIR’s Research Council while shaping industry strategies and innovation.

Jay Blankenship is a seasoned professional with over two decades of experience in leadership and entrepreneurship. He has a proven track record of designing and executing successful sales and marketing strategies that drive revenue growth, delivers measurable marketing results, and enhance customer experiences.  Currently serving as the Senior Vice President of Revenue Strategy & Operations, Enterprise for MCI USA, Jay leads all project-based work involving sales and revenue consulting. He also leads the enterprise sales team specializing in non-traditional non-dues revenue. Jay has extensive knowledge of the legal, oceanography, proAV, and energy sectors.

Prior to his current role, Jay held leadership positions with prominent mass media and event sponsorship organizations such as BridgeTower Media, BH Media Group, Media General, HiBu, and iHeartMedia. He oversaw integration with digital agencies as well as built revenue models for professional and consumer-based events. He has developed membership marketing programs and budgets for various nonprofit organizations, including co-founding his own nonprofit focused on educating young entrepreneurs.

Jay earned his Bachelor’s degree in Media Studies with a concentration in Advertising and a minor in Graphic Design from Radford University. When he’s not working, he enjoys indulging his passion for cooking and spending time outdoors with his wife, two daughters, and three dogs. 

Sean Soth is the Leadership Advisory Board Chair of Professionals for Association Revenue, a member organization focused on improving association business development through community and resources. In his role as CEO of Hi-Fidelity Group, Sean helps association teams build and grow their non-dues portfolio, including expo, sponsorships, partnership and other initiative driven programs.  

In 2011, Sean helped launch the Society for Clinical Research Sites and has continued to help grow the organization to nearly 13,000 members, reaching top pharma and life science organizations and delivering up to 7 conferences annually. As a recognized business development expert, Sean has led multiple sales portfolios in a variety of industries including life sciences, legal, government contracting, association management, training and development, and healthcare.  Sean loves to learn about association business successes and would welcome a conversation on your favorite record or band of all time.