Maximizing Engagement: Marketing Strategies That Drive Attendee and Sponsor ROI

Lauren Liles, CMP is a distinguished leader in the event industry with two decades of experience crafting exceptional experiences for diverse audiences. As the Senior Director of Event Operations & Experience at the American Institute of Architects (AIA), Lauren brings a wealth of expertise in strategic event planning, operational excellence, and innovative program development.

Having spent the bulk of her career in the association space, Lauren has a passion for creating events that bring the organization’s mission to life and help drive member value. In previous positions at the Society for Human Resource Management (SHRM) and the American Society of Hematology (ASH), Lauren has demonstrated a remarkable ability to orchestrate large-scale conferences and specialized events, consistently delivering high-quality experiences that not only meet but exceed industry standards for engagement, innovation, and return on investment. Lauren is also experienced in corporate event planning and engagement initiatives. During her time with ed tech company, 2U, Lauren oversaw a global corporate events department and was instrumental in building a virtual employee engagement event strategy that was pivotal in fostering a strong, connected company culture amidst the evolving landscape of remote work.

Lauren holds a Certified Meeting Professional (CMP) designation from the Events Industry Council. Additionally, she is a member of several industry associations, including the Professional Convention Management Association (PCMA), American Society of Association Executives (ASAE) and the International Association of Exhibitions and Events (IAEE). Lauren has served on the EIC Industry Insights Committee and on a local level, the PCMA Capital Chapter’s Emerging Leaders Committee.

Beyond her professional accomplishments, Lauren is dedicated to continuous learning and industry advancement. She actively engages with industry trends and innovations, ensuring that her approach remains cutting-edge and relevant.

Elaine serves as Vice President, Conference and Events for the National Black MBA Association® (NBMBAA®), where she leads event strategy, design, and execution for the organization’s live event portfolio, including its flagship Annual Conference and Exposition. She also oversees Career Expo exhibit sales, the NBMBAA® Job Board, and the membership department, driving growth and retention initiatives.

Elaine has partnered with NBMBAA® since 2007, initially building the media strategy and relaunching Black MBA Magazine. She joined the organization full-time in 2021 after leading the pandemic pivot to virtual and hybrid conferences. Over her career, Elaine has supported events and communications for major associations, including the National Urban League and Intermodal Association of North America.

An award-winning journalist and Certified Meeting Planner (CMP), Elaine earned a B.S. from the University of Illinois at Urbana-Champaign and an MBA from the Quantic School of Business and Technology. She is an active member of NCBMP, PCMA, and MPI.

Kathy is the Vice President, Housing & Event Technology with ConferenceDirect. She has over 30 years of experience within the industry. She supported events across multiple markets with attendees that range from 1,000 to 100,000 attendees. She is responsible for providing consultation and strategic direction to clients/management/project teams for overall event performance. 

She now leads of team of industry experts that have expertise of all aspects of housing and event technology for our customers. 

Ross is the current Head of US Sales for EventAir, an all-in-one event management software and services company. With over 20+ years in the industry, he has a wealth of executive leadership experience focusing on sales, marketing, and operations, which brings positive and strategic thinking to every conversation he has.

His diverse background includes globally recognized firms such as Momentive (formerly Community Brands), MCI, Searchwide, and GenieConnect by Lanyon (now Cvent). Originally from Hawaii, Ross resides in Texas where he leads the US presence and growth plans for the company.