Senior Director, Convention & Meetings

A. General Description:

The purpose of this position is to provide leadership for the growth and development of the annual ASHA convention, and associated conferences/meetings, and to establish and implement comprehensive approaches, systems, and methods for using events and event management to create new business opportunities, boost revenue potential, and advance and support the Association’s strategic objectives and operational priorities. Primary responsibilities include analysis and management of trends and data in meetings management, including new technologies, attendee behavior and engagement, as well as event design tools and services to enhance and expand member engagement, experience and opportunities, and deploying strategic marketing plans. The incumbent will craft a vision for the Convention to maximize growth by establishing faculty, organizational and corporate partnerships and opportunities to provide customized options for program participation. As a business event strategist, the incumbent will also provide consultation and partner with National Office staff on engagement and growth strategies across association operations and business units that maximize impact and value for members, while improving efficiency, productivity, and cost-effectiveness. 

The Director guides ASHA meetings, to enhance the association’s non-dues revenue and directly oversees and organizes all aspects of the annual convention, including program development, logistics and exhibit sales and operations. The Director has significant budgetary responsibilities and is responsible for planning to assure and grow a profit for the association from the annual convention. This individual will also be responsible for coaching members of the Convention and Meetings team, and sharing Cluster leadership of the Professional Education Cluster. The Director also represents the organization in outside events in the associated industry, and develops standards and guidelines with national partners.

B. Responsibilities: 

1. Develop and implement a vision for the association’s annual convention. Design, develop, and direct new and innovative approaches and initiatives to inspire and engage internal and external stakeholders.  Direct all attendee engagement opportunities, logistics, event marketing, and business development opportunities. Guide other units on event best practices to enhance member engagement, defined initiatives and revenue generation. Provide the creative vision, data analysis and marketing expertise to direct customized annual messaging and experiences.   
2. Provide ongoing strategic management and determination of priorities and processes for the convention, meetings, conferences and other events of the organization, including the planning and conduct of educational programs and special events for the annual convention, meetings, and other Association functions. Facilitate the application of available technologies to convention and meetings functions to establish innovative strategies and approaches.
3. Serve as the Association’s lead business events strategist, and champion enhancements to member experience in association wide efforts. Forecast and plan strategies that ensure a dedicated focus on the member experience and engagement at events, and identify and define effective event engagement practices for use across association units for strategic growth.
4. Ensure effective management and growth of critical non-dues revenue. Provide guidance to National Office teams on growth opportunities, and develop new streams of revenue for net gain.
5. Oversee the fiscal management and quality assurance of the association’s convention, meetings and travel efforts, including strong and favorable contracts with cities, convention centers, hotels and other industry partner vendors. Develop sound and effective contracts for association meetings, programs and partners to mitigate risk and benefit the Association. Sustain effective practices and policies, including the logistical arrangements for Boards/Councils/Committees.  
6. Analyze and address the complex social, economic, political and environmental issues and trends with the potential to affect outcomes for ASHA’s annual convention, meetings, and association travel, and ensure policy adjustments and effective implementation. 
7. Represent the perspectives of Association leaders and convention co-chairs and best practices in the convention and meeting planning industry.  Establish national partner relationships to the benefit of the organization.
8. Develop and coach convention and meetings staff to meet goals, grow and to be creative and innovative in identifying and implementing solutions.

C. Contacts: 

The incumbent has contact with:

1. Staff responsible for managing and implementing tasks and activities in the area of convention and meetings and educational programs;
2. All other staff in regard to advising and providing guidance on business events, travel and event marketing;
3. Staff in the Information Technology unit regarding technology changes and improvements;
4. Staff in the Marketing and Sales unit regarding best practices for events marketing and sponsorships and advertising opportunities;
5. Members of the Board of Directors, and other volunteer leaders involved in Association governance to advise on travel, meetings, and the annual convention and provide direction and innovative ideas for achieving their meetings’ objectives;
6. Members serving on the Convention Program Committee to advise and guide in establishing the convention program;
7. Representatives of other associations primarily in the health care, education and disability industries to facilitate ASHA’s standing in the association community;
8. CEOs, National Sales Executives, Project Managers of corporations that work with ASHA as corporate partners and companies that are customers exhibiting at ASHA’s annual convention.
9. External vendors and suppliers to form partnerships with convention and meetings staff to enhance production of all aspects of convention and meetings;
10. Agents and celebrities/personalities contracted for appearance during Annual Convention or other meetings to ensure all needs and requirements are met and objectives are achieved;
11. Community leaders to provide the association’s perspective and expertise in the development of facilities and services within the local community and the national hospitality community.

D. Freedom to Act:  

The incumbent works under the direction of a Chief Staff Officer who is a liaison to the Facilitating Team.  The incumbent has the latitude to implement and/or develop vision, policies, programs, and procedures for the Convention and Meetings Team, and in conjunction with two other team leaders for the Professional Education Cluster.  

E. Education, Experience, Knowledge, Skills:  

Knowledge typically acquired through:

• BA/BS degree in related field
• 10 years related experience
• 5 years supervisory experience, with 5 or more staff 

Scope and depth of technical skills/knowledge:

• Demonstrated managerial and administrative skills.
• Demonstrated experience in developing and managing a $5M budget ; financial acumen
• Demonstrated experience in meeting planning, exhibit sales and marketing, and professional development planning for a 10,000 convention.
• Demonstrated ability to strategize, formulate and execute marketing strategy
• Demonstrated experience in business development
• Demonstrated ability to collect and analyze data from a variety of sources to inform decision-making and projections
• Demonstrated ability to write clearly and succinctly in a variety of settings.
• Demonstrated effectiveness in a variety of formal and informal presentation settings, both inside and outside the organization, on routine or controversial topics.
• Demonstrated ability to negotiate with convention and visitors bureaus, convention centers, labor unions, hotels, and other vendors.
• Demonstrated ability to motivate, direct, and facilitate groups and teams to achieve desired goals and outcomes.
• Demonstrated understanding of technology including Internet database management, web strategies and solutions, and current audiovisual equipment available for presentations.

Scope and depth of non-technical skills/knowledge:

• Demonstrated ability to analyze complex social, economic, political and environmental circumstances effectively and apply solutions diplomatically.
• Entrepreneurial, innovative and strategic thinker
• Demonstrated ability to influence and persuade groups and individuals to understand and consider impact and consequences of decisions.
• Demonstrated ability to interact effectively and communicate clearly with diverse groups of people including members, association leaders, staff, corporate partners, vendors, and other professionals.
• Demonstrated ability to set and meet deadlines.
• Demonstrated ability to listen and observe members to customize experience and delivery of events.
• Demonstrated ability to manage and implement multiple tasks simultaneously and to prioritize effectively.

F.  National Office EEO Policy

Our Commitment to Equal Employment Opportunities  

It is the policy of the American Speech-Language-Hearing Association to provide equal opportunity to all employees without regard for race, sex, national origin, religion, marital status, disability, veteran's status, age, sexual orientation or LGBT status, genetic information, citizenship, or any other factor protected by applicable federal, state, or local laws and ASHA's Bylaws. This policy applies to recruiting, hiring, transfer, promotion, compensation and benefits, upward mobility, training and development, access to facilities, termination, and other personnel actions. Under the direction of the Chief Executive Officer, with a firm commitment from coaches at all levels within the organizational structure of the National Office, affirmative action will be taken to ensure the full utilization of members of racial/ethnic minority groups, women, persons with disabilities, and Vietnam and disabled veterans within our workforce.

G. Disclaimer

This description is intended to provide an overview of the responsibilities and duties of the position.  It is not all inclusive. The incumbent in the position will be expected to perform other duties as required. The responsibilities may change over time. This description is provided for informational purposes only and does not form the basis of a contract.