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SHERYL J.

BRANNON, MBA, CMP


240-432-5271 sbrannon@spi-meetings.com www.linkedin.com/in/sherylbrannon Owings Mills, MD

Strategic Management, Event and Program Development Strategist


Extensive experience implementing strategic planning direction, communication and marketing strategy, qualitative and quantitative research, customer relationship management in the association, non-profit and government markets and serve as a subject matter expert (SME) in conference and program content development to achieve short and long-term goals.

CAREER NARRATIVE
STRATEGIC PARTNERSHIPS INTERNATIONAL, LLC | Principal |Strategic Management, Event and Program Development Strategist | Washington, DC Metro Area | Sept. 2002 May. 2013 Meeting Management Company representing several organizations in the non-profit, association and government industry Developed operational and strategic management plans, program content development that incorporated essential goals and objectives, project management and timelines that work toward the strategic direction for the organizations. Served as a subject matter expert (SME) to complex high-level meetings and conferences for diverse organizations in a variety of industries ranging between 50 3,000 participants. Managed multi accounts simultaneously. Management services provided but not limited to: American Institute of Architects, National Societies of Black and Hispanic Physicists, Department of Education, National Science Foundation, and the Health Resources and Services Administration.

KEY ACCOMPLISHMENTS:
Operational Planning, Marketing and Leadership Management Developed and managed annual conferences, meetings and special events | Adherence and oversight to stringent budget standards ranging between $50K to $2M. Directed key areas: Complex logistics management, request for proposal development (RFP), membership development, webinars, site selection, sponsorship strategy, work-plan development, schedule of deliverables timeline, audiovisual, F&B, housing, transportation, dcor, staff management, registration, speaker selection process, program content development, presentations, onsite training and facilitation. Coordinated strategy sessions and provided pre and post-event analysis, budget recaps and debriefing sessions. Managed cross-functional teams across multiple business units | Experience in volunteer leadership development, member trustees, board liasion, senior administrators, and diverse teams ranging from 10 to 40 members to deliver innovative solutions in membership and program development, identify member concerns, analyze issues and concepts and deliver recommended solutions. Identifying and securing key essential speakers. Provided support to the Board by preparing meeting agenda and supporting materials. Staff development and mentoring |Determined staffing requirements, recruit, interview and select appropriate staff. Provided appropriate training and mentorship. Served as an Interim Senior Meeting Professional | Oversaw several contracts over a period of eight months for EDJ Associates, a third-party firm that specialized in serving the association and government industry. Ensured quality assurance related to systems and procedures, and delivered cost-effective measures for specific contracts. Developed work plans, marketing strategies, and monthly progress and financial reports. Strategic marketing initiatives | Provided strategic direction and email marketing campaigns resulting in more than 80% of the users responding effectively through the marketing channels. Promoted brand awareness and delivery of the website integrity. Executed an effective on-line registration process. Financial Planning, Collaborative and Sponsorship Management Developed and implemented short and long-term strategic direction | Analyzed ROI metrics of all programs to determine effectiveness. Produced SWOT analysis, developed full business systems, and identified viable opportunities for future initiatives. Reduced expenses by $80K to $100K based on the renegotiated contracts. Established industry relationships and funding strategies | Partnered with various vendors regarding hotel negotiations, audiovisual technology, F&B management and other key areas to identify ways to increase the overall bottom line and minimize attrition. Cultivate and establish strong and long-term working relationships, with funders, academics and corporate to help achieve the goal of the organization. Researched and identified additional funding sources. Exhibitor and sponsorship management | Provided extensive oversight to several board members and committee members tasked with managing the exhibit program, worked closely with each team to ensure targeted direction.

Sheryl J. Brannon, MBA, CMP

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Developed and designed an interactive exhibitor prospectus and floor layout for up to 250 exhibitors. Spearheaded sponsorship development and strategy that represented a 30% increase and brought in an additional $100K in revenue. System, Quality and Performance Management Return on Engagement social media implementation | Recommended social media initiatives, website development and online registration process that resulted in measurable increases in annual conference attendance. Innovative program content development | Concentrated marketing approach to increase brand awareness and competitiveness. Conducted market research to maintain relevance and quality. Implemented membership survey initiative | Generated survey process that increased the member response rate from 10% to 30% and provided critical insight and feedback that allowed the organization to reshape program value, content, identified member needs. Analyzed existing technology management system | Recommended and streamlined the on-line registration and marketing procedures to maximize efficiency and increased customer satisfaction through survey analysis. Evaluated realtime information processing to determine whether key benchmarks were achieved. Trained call center staff to meet the overall customer demand. CARIBBEAN-CENTRAL AMERICAN ACTION | Director of Conferences and Management | Washington, DC | Mar. 2001 Sept. 2002 Nonprofit organization working to promote economic development in the Caribbean Managed a global forum that convened more than 1,000 international CEO-level corporate and government heads of state and worked with microenterprise sectors that provide support to local businesses throughout the Caribbean. Key liaison for protocol organization between U.S. Secret Service and Host Country Secret Service. Eliminated $70K in penalties by renegotiating vendor contracts and secured $300K in negotiated advertising and marketing. Redesigned the company website to provide an effective communication platform to the diverse members. Coordinated language translation process for 15 countries. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION| Director of Conferences | Washington, DC | Feb. 2000 Feb. 2001 Nonprofit association comprised of 200 member institutions and 38,000 members of the academic community Directed the conference department, managing a staff of six. $1M budget oversight. Responsible for staff training, contract negotiations, site selection, staff review and recommendations. Managed the in-house registration process for more than 100 meetings per year. AMERICAN SOCIETY OF CIVIL ENGINEERS | Manager of Conferences and Expositions | Reston, VA | Jan. 1995 Jan. 2000 Nonprofit representing more than 140,000 members of the civil engineering community Managed conference budgets of up to $1M for events attracting 50 to 2,500 participants. Responsible for all contract negotiation and logistical oversight. Worked with various engineering sectors and subcommittees to produce the conference program content and direct speaker development. Managed up to 20 committees, and oversaw the exhibition and marketing management process for 250 exhibitors. Supervised an internal and onsite staff of up to 20 people.

PROFESSIONAL EDUCATION, MEMBERSHIPS AND TECHNOLOGY


EDUCATION: CERTIFIED MEETING PROFESSIONAL, Convention Industry Council, Washington, DC Certified in 2000, Recertified 2005 and 2010 MASTER OF BUSINESS ADMINISTRATION, Trinity Washington University, Washington, DC, 2004 BACHELOR OF BUSINESS ADMINISTRATION, Baruch College, New York, NY, 1990 ADJUNCT PROFESSOR: School of Professional Studies is a comprehensive university offering a broad range of educational programs for the adult learner. Develop and produce the core curriculum and course material to successfully compete in todays marketplace. Undergraduate courses included: Entrepreneurship and Business Plan Development, Strategic Management, Introduction to Business, Consumer Behavior, Corporate Social Responsibility, Marketing Theory, and International Business. MEMBERSHIPS: Meeting Professionals International (MPI) and Professional Convention Management Association (PCMA) PROFESSIONAL DEVELOPMENT: PMPI CMP University Instructor (2013) PCMA Emerging Professionals Education SubCommittee Chair (2013) PCMA Star Award Recipient, Emerging Professionals Committee (2012) Board Director, Potomac Chapter (PMPI) (2006 2008) PMPI Student Relations Committee and Co-Chair, Multicultural Initiative (2008 2009) TECHNOLOGY: Execution in a variety of technologies: Microsoft Office Suite Products, Cvent (registration, marketing and database management), Cvent Survey Implementation E-Learning Initiatives, Moodle, BidPal, GoToMeeting, WebEx Training Management. Webinar Content Development, Mobile Applications Audience Polling, and Social Media Initiatives.