Today, we are thrilled to welcome a distinguished leader in our industry as our guest on the show.
Marsha Flanagan, the newly appointed President and CEO of the International Association of Exhibitions and Events, has had an extraordinary career. She joins us to share her professional journey, provide insights into the current state of the exhibition industry, discuss workforce trends, and explore the future of work.
Stay tuned for her captivating story and valuable perspectives.
Journey into the Industry
Her path into the industry began with an undergraduate degree in education and a brief stint as a teacher. After deciding that law school was not for her, she sought career advice and discovered a passion for the meetings and hospitality sector. She then obtained her master’s in education, focusing on meeting tourism and recreation management. That led to internships and a meetings industry career, which she has enjoyed since 1992.
Meeting Professionals International (MPI)
Early in her career, Marsha interned with Meeting Professionals International (MPI), which solidified her love for the meetings industry, association management, and servant leadership. Since then, she has dedicated her career to promoting and developing the sector.
Role at IAE and SEER
Marsha serves in a dual role at the International Association of Exhibitions and Events (IAEE) and the Center for Exhibition Industry Research (CEIR), fostering innovation, promoting industry collaboration, and ensuring that events meet the evolving needs of attendees and stakeholders. At the IAEE, she oversees strategies to enhance the value and impact of global exhibitions and events. At CEIR, she contributes to advancing the understanding and development of the exhibition industry through research and data-driven insights.
IAE Membership and Global Reach
The IAEE provides advocacy, professional education, certification, and networking opportunities for its 1,200 to 1,800 member companies, representing approximately 10,000 individuals across 50 countries. Its global reach is mainly due to its certification programs.
Industry Changes and Trends
After the pandemic, collaboration and innovation have become essential for marketers to stay relevant as more and more industry professionals seek to share their experiences and leverage technology in the rapidly evolving landscape.
Workforce Development and Recognition
Marsha emphasizes the importance of workforce development. The IAEE has made significant strides in establishing the industry as a recognized career path with the US Department of Labor. That includes developing a competency model and establishing industry-specific codes, which help attract new talent and provide clear career paths.
AI in the Industry
Marsha sees AI as a tool to increase efficiency and productivity, not replace human roles. The IAEE leverages AI to work smarter, using it for tasks like taking meeting minutes, building lists, transforming research, and enhancing marketing and education materials.
The Future of Associations
Marsha believes lifelong learning is crucial, and associations must play a key role in providing education and networking opportunities. She sees that the next generation is eager to meet in person and values the sense of belonging and purpose that associations offer.
Creating Unique Event Experiences
With increased competition, marketing efforts have intensified to convince attendees that a particular event or tradeshow is worth attending. So, organizers need to adopt an open-minded approach, design innovative experiences, and truly understand the needs of their customers.
Business Dreams
Her ultimate business wish is for the support of an economic leader or for the US Department of Commerce to recognize and drive the industry, advancing research, innovation, and growth in the meetings and events sector.
Bio:
Marsha Flanagan, M.Ed., CEM
Marsha Flanagan, M.Ed., CEM is the President and CEO of the International Association of Exhibitions and Events® (IAEE). As IAEE’s president, Flanagan is responsible for the management of IAEE’s full-time professional staff, producing the annual business operating plan and budget, overseeing the support of all meetings of governance units, leading business development, directing fundraising efforts, advocating for the industry and the organization’s members, providing organizational leadership and strategic counsel to the board. Also, she serves as the association’s representative with industry coalitions, partner organizations, and strategic alliances.
Prior to joining IAEE, Flanagan was the Director of Content Strategy and Development at the Promotional Products Association International (PPAI), where she was responsible for steering strategy and the development and delivery of all PPAI professional development and editorial offerings.
Flanagan spent 6 years in the medical industry serving in various roles overseeing operations, purchasing, revenue cycle management, marketing, and business development.
Flanagan began her career with Meeting Professionals International (MPI) and spent 12 years in various roles including Executive Vice President of Professional Development where she oversaw operations, including all strategic partnerships, the design and delivery of all professional development offerings, and meetings management.
She was named one of the 25 Most Influential People in the Meetings Industry by Successful Meetings in 2017 and named to BizBash’s Inaugural Top 500 in the Events Industry in 2018 and 2019. In 2021, she was listed in Meetings Today as a 2021 Trendsetter. In 2021, she obtained her GBAC Trained Technician Certificate of Completion from the Global Biorisk Advisory Council (GBAC), a division of ISSA.
Flanagan received her bachelor’s degree from Texas Christian University and her master’s in education from the University of Arkansas specializing in Meeting, Tourism, and Recreation Management. She obtained her Certified in Exhibition Management designation in 2021.
Flanagan is a 5th generation Texan, who loves, the outdoors, and spending time with family.
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Connect with Marsha Flanagan
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