2025 Speakers

Barbara J. Armentrout

CAE, Founder & Key Principal | BJA Solutions for Associations

Barbara J. Armentrout, CAE, helps professional societies catapult their nondues revenue through better strategies. She heads up BJA Solutions for Associations after a career in publishing, at a marketing agency, and on staff at associations. Her volunteer roles include facilitating association Idea Swaps, ASAE Technology Professionals Advisory Council, Task Force Chair for ASAE Key Consultant Committee, Professionals for Association Revenue, Partnership Professionals Network, FSAE, AWTC, and League of Association Technologists (convener of Ven-Con 2025).

John Bacon, MBA

Vice President, Enterprise Sales | ASAE

John Bacon is a dynamic and business-focused management professional, offering more than 15 years of extensive experience and expertise in leading profit-generating operations for professional and trade associations. John has worked with hundreds of associations, helping them maximize the overall profitability of their member communications, while ensuring a high degree of customer satisfaction. He is currently the VP, Enterprise Sales at ASAE where he works with a team to expand, energize and optimize the performance of ASAE’s enterprise-wide sales portfolio, which includes the Alliance Partner Program, advertising and sponsored content, exhibits, digital products and sponsorships. John has an MBA as well as a BA in business administration and management.

Ed Byers, CMP, CAE

Owner of Non Dues-a-Palooza
President | CANRev Collaborative

Ed Byers is the President of CANRev Collaborative. With over 15 years of experience in associations and nonprofit organizations, he has generated more than $20 million in new revenue through sponsorships and partnerships, the development of educational programs, membership initiatives, events, fundraising efforts, advertising, and enhancements to products and services. Ed is passionate about helping organizations identify and execute new growth opportunities to achieve their strategic objectives.  

Teri Carden

Creator of Non Dues-a-Palooza
VP of Marketing & Client Success | Insight Guide

Tracy Folkes Hanson, CAE

President & CEO | CSAE

A visionary, thought leader, Tracy is known for her success in developing and driving corporate culture, collaboration, and strategy. She is well versed in the art of leadership, communication, and change management.
Tracy joined the Canadian Society of Association Executives (CSAE) as President & CEO, in July 2017. Prior to joining CSAE, she held senior positions for numerous leading brands both in the private and non-profit sectors including the Ontario Chamber of Commerce, MasterCard International, Kinark Child & Family Services, and The Arthritis Society. A small stint in politics, Tracy was elected to Whitby Town Council in 2010 as North Ward Councillor. She continues to be be an active volunteer and community leader.

Lori Zoss Kraska, MBA, CFRE

Founder/CEO | Growth Owl, LLC

Lori Zoss Kraska, MBA, CFRE, is the Founder and CEO of Growth Owl, LLC, and author of The Boardroom Playbook: A Not So Ordinary Guide to Corporate Funding for Your Purpose-Driven Organization. A leading expert in corporate sponsorship, she helps associations, nonprofits, and purpose-driven organizations secure funding from Fortune 1000 companies. Known for rapidly establishing pathways to exceed revenue goals, Lori also provides high-impact sponsorship training and one-on-one coaching for engaging C-suite decision-makers. She holds an MBA from Baldwin Wallace University and a CFRE certification. A sought-after speaker and podcast guest, she shares insights on corporate sponsorship strategy nationwide.

Ben Rome

Christine Saunders

Halmyre President & Founder

Christine Saunders is the Founder and President of Halmyre, a marketing consultancy dedicated to helping associations grow and thrive by understanding and addressing the needs of their future members. With a focus on bridging the gap between associations and their members, Christine delivers tailored solutions that drive sustainable growth and engagement. With over a decade in operation, Christine and her team at Halmyre have successfully partnered with 106 trade and professional associations across North America. As a certified Women Business Enterprise (WBE), Halmyre is a trusted partner for organizations with supplier diversity programs.

Beth Surmont, FASAE, CMP-Fellow, CAE

360 Live Media | Vice President of Event Strategy & Design 

Beth Surmont is an event strategist who works with associations and non-profits to help them redesign, reinvent, and reinvigorate their events.  With on-the-ground event planning experience spanning more than 24 years in events, trade shows, corporate, and non-profit; and as the current Vice President of Event Strategy & Design at 360 Live Media, Beth is a leading designer in what the next era of events will be. Her approach of audience-centered design combined with purposeful intention is the secret to creating meaningful and impactful events. Beth was awarded the 2024 Groundbreaker award from PCMA. In 2023, Beth was a finalist for the Event Designer of the Year award from PCMA. She is a founding board member of SocialOffset, a nonprofit that encourages local donations instead of destination boycotts. She currently lives in New Jersey with her wife, dog, and cat.

Jon Smith

Multiview EVP, Strategic Partnerships

As Executive Vice President of Strategic Partnerships for Multiview, Jon helps professional and trade associations attract, engage, and retain members with advanced digital marketing and communication tools. Jon has served as a strategist and advisor to associations for almost two decades and has a keen understanding of the digital marketing ecosystem. Jon lives in Dallas with his wife and daughter and openly confesses to nurturing a genuine passion for sneakers, earning him the title of a true “sneakerhead.”

Bill Sheehan

Global Head, Association Strategy| D2L

Bill is the Global Head of Association Strategy at D2L, leading efforts to transform how associations deliver personalized, flexible, and modern learning experiences. With over 30 years of executive experience across associations and service companies, Bill has held leadership roles at organizations like the National Confectioners Association, NALP, and the Electronic Retailing Association, as well as Multiview, Naylor, and SmithBucklin.

He specializes in programs that boost brand awareness, enhance member engagement, and unlock non-dues revenue through strategic sponsorship and education initiatives. An active member of ASAE, Bill is a former Chair of the Industry Partner Alliance and currently serves on the Power of Association Oversight Committee.

Vinnu Deshetty

Speaker/Instructor | Event ROI Coach

Vinnu Deshetty, the Event ROI Coach, helps organizations unlock the potential of event data and technology to drive measurable success. With nearly 30 years of experience in meetings and a background as an event tech founder, she’s all about making data fun, human, and ridiculously useful. Whether she’s teaching at the PCMA Event Leadership Institute, rocking the stage at industry conferences, or serving on the ASAE Professional Technology Advisory Council, Vinnu’s mission is simple: help you crush your goals, wow your audience, and create events that truly shine. Recognized as a BizBash Event Tech Innovator, she’s here to make your data work as hard as you do!

SaraCatherine Goodwin

Director of Revenue Strategy and Client Success at Naylor Association Solutions | Naylor, LLC

SaraCatherine Goodwin is a seasoned sales leader with over 18 years of experience helping associations grow through innovative non-dues revenue strategies.  With a deep understanding of the unique needs of associations, SaraCatherine specializes in building revenue programs that enhance member value while generating sustainable income. Her expertise spans content monetization, digital transformation, and sales enablement—all tailored to help associations thrive in a competitive landscape.  SaraCatherine is passionate about empowering association leaders with actionable strategies that align mission-driven goals with smart revenue growth. She currently oversees a sales force serving more than 90 industries and is a trusted advisor on how to maximize the impact of member communications.

Danielle Lamothe 

President and CEO of the Canadian Council for the Advancement of Education (CCAE)

Danielle Lamothe is the President & CEO of the Canadian Council for the Advancement of Education (CCAE), supporting advancement professionals across Canada’s post-secondary and independent schools. Her work spans fundraising, alumni relations, communications, and government/external relations. Previously, she was VP of Learning & Innovation at the Canadian Society of Association Executives, where she led major program developments, and has held leadership roles at French for the Future and the Canadian Society for Training and Development. Danielle holds CTDP and CAE designations, a BA, and proudly serves on the board of Jessie’s – The June Callwood Centre for Young Women. She lives in Toronto with her daughter and firmly believes you don’t need talent to sing loudly and often.

Éric Lauzon

Director – Community Relations & Partnerships, Air Canada

Master ès Science – International Marketing and Bachelor in Commerce – Business, I’ve specialized my studies in International Business and Tourism Marketing. Employed by Air Canada for more now 30 years, I’ve held several positions within the company, from Sales & Customer Service agent to Manager, Marketing Communications. In 2000 where I started as a Tourism Marketing coordinator and ended as the Manager – Marketing Communications – Loyalty, which allowed me to work in partnership with key agencies in Montréal in the development and execution of advertising, direct response and loyalty marketing campaigns targeting Air Canada’s best customers. In September 2011, I moved to Air Canada’s Product Design team as the Manager, In-Flight Entertainment (IFE) responsible for the passengers’ inflight entertainment (content strategy, selection and acquisition) and supported the launch of 3 new IFE systems for Air Canada’s most recent fleet. In July 2015, my role expanded to the management of content across multiple platforms above IFE, including the Air Canada enRoute magazine, other print and digital platforms and events, as the Manager, Multimedia Entertainment. And in June 2017, I joined the Government Affairs & Community Relations team as the Senior Community Partnerships Manager in charge of supporting various causes, events and organizations from coast to coast that bring Canadian communities together in direct alignment with our Canadian values. 

Jenny Faucher

President | Managing Matters, an Association Headquarters company

Jenny is dedicated to her clients’ success and is the visionary leader of Managing Matters. With a genuine passion for connecting people and organizations, Jenny excels at identifying and fostering synergies among stakeholders. This talent is reflected in the strategic solutions that Managing Matters creates for its clients, driving growth, enhancing brand presence, and delivering value to all.

As the driving force behind Managing Matters, Jenny plays a crucial role in advising prospective clients, helping them understand the company’s unique, customized service options. Her strategic leadership has contributed to Managing Matters being recognized as one of the top 37 small businesses to work for in Canada (under 100 employees) and receiving Great Places to Work® certification for seven consecutive years.

Joe Salemi, CAE

Executive Director | Landscape Ontario Horticultural Trades Association 

Lead the day-to-day operations of Landscape Ontario, the Professional Development team, the Membership Services team, and responsible for all activities related to managing positive relationships with members and chapters. Working to support the efforts of all the staff, committees, Chapters, Board of Directors, and members of Landscape Ontario.

Region Community Relations Director at UPS Canada | The UPS Foundation

Whilna Stewart-Franklin leads Community Relations for UPS Canada through The UPS Foundation, where she activates strategic partnerships, employee engagement, and community investment to deliver meaningful, measurable impact. Known for her clarity, empathy, and commitment to equity, Whilna champions causes ranging from human rights and environmental sustainability to youth mentorship and anti-human trafficking.

She has a long history of creating and scaling volunteer initiatives, including Pulling 4 U – YYC, a successful plane pull event that united corporate and community leaders in Calgary to raise funds for the United Way. For her leadership, she was recognized with the Spirit of Gold – People Power Award.

As a dynamic speaker and advocate, Whilna is passionate about using storytelling and collaboration to drive change. She holds a degree from the University of Windsor and currently resides in the Greater Toronto Area with her family.

Business Events Specialist | Visit Mississauga

With over 25 years of experience in tourism, hospitality, and business events, Mascia Michalakos brings deep industry expertise spanning operations, planning, sales, and marketing. She has led high-performing teams, managed major hotel brands across Canada, and driven multi-million-dollar budgets with success.

As Business Events Specialist at Visit Mississauga, Mascia built the meetings and conferences program from the ground up, securing major events and elevating the city’s profile. Named PCMA Canada East’s 2024 Mentor of the Year, she remains a passionate industry leader dedicated to growth, collaboration, and excellence.

Chief Operating Officer at FICS

As CEO and Partner at FICS, I’m proud to lead a talented team that consistently delivers high-quality work to our clients. My focus is on providing transformational support, driving strategic growth, and overseeing our financial operations. I also serve as Executive Director or Director of Finance and Administration for several clients.

With a background in finance, leadership, and education—including a Master’s in Educational Psychology and certifications in adult education and leadership—I bring a well-rounded perspective to team development and performance improvement. I’m passionate about helping organizations build accountability, boost performance, and create happier workplaces.

President | PheedLoop

A classically trained marketer from Google and PepsiCo turned Tech Executive, George Wong is the President of PheedLoop, a leading SaaS Event Technology company. With a deep background in growth, customer success, and engagement strategies, he has helped scale PheedLoop by applying SaaS-driven retention and advocacy models to the event and association industry.

Through the pandemic and beyond, George has learned invaluable lessons on building customer loyalty and curating engaging events, he is excited to share with association leaders looking to modernize their member success and revenue strategies. Beyond tech, George is a proud Torontonian with a passion for food, culture, and storytelling. He is also the founder of George’s Food Tours, a food tour company that celebrates Toronto’s rich culinary scene. Whether in the boardroom or leading food tours through Chinatown, he thrives on creating meaningful experiences that connect people and communities.