The California Society of Association Executives held their annual Elevate Conference at the Los Angeles Marriott Burbank Airport this spring. SPN Photography

While most association planners are women, leadership can be a different story. So, what does it take for women to advance in the association space? What path did the women who have advanced take to get where they are? What, if anything, has changed in recent years? And, perhaps most important, how can the industry support young women starting their careers?

Quinn Bruster, senior director meetings & expositions with Kellen, an association management company, believes there has been a noticeable increase in the representation of women — in planning meetings as well as advancing in the association meeting space.

“While gender parity has not been fully achieved, significant strides have been made toward greater inclusivity and opportunities for women in the industry,” Bruster says. “There’s been a growing awareness of gender diversity issues, leading to advocacy efforts aimed at promoting women’s leadership and advancement. Professional organizations, industry associations and advocacy groups have played a crucial role in highlighting the importance of gender equity and creating opportunities for women to excel.” Bruster says companies and associations have implemented diversity and inclusion initiatives aimed at promoting gender equality in the workplace, which has made a difference. These initiatives include mentorship programs, leadership development initiatives and policies to address gender bias and discrimination.

“By fostering a more inclusive environment, organizations have created pathways for women to advance in their careers,” she says. “There also has been an increased emphasis on providing women with access to education and training opportunities that enable them to develop the skills and competencies needed for leadership roles. Professional development programs, conferences and workshops specifically tailored to women have helped to build a pipeline of talented female leaders.”

Career paths in association meetings vary widely based on individual interests, skills and goals. Some women pursue entrepreneurial ventures, such as starting event planning businesses or consultancy firms, while others transition to related industries including hospitality, tourism or marketing.

Bruster says that many individuals in this field choose to follow a structured path that involves obtaining various certifications and furthering their education. Some certifications, such as Certified Meeting Professional (CMP), Digital Event Strategist (DES) and Certified in Exhibition Management (CEM), provide focused skill development and enhance career prospects within the industry. Additionally, she continues, “We’re observing a growing trend of individuals pursuing advanced degrees, such as a Master in Tourism Administration (MTA), to deepen their expertise and open new opportunities for advancement. Overall, the association meetings industry offers women a diverse range of career opportunities, with ample room for growth, advancement and professional fulfillment. By leveraging skills, expertise and networks, women can chart their unique career paths and make significant contributions to the industry.”

Bruster believes obtaining a project management professional (PMP) credential is also helpful, even though it’s not specific to the meeting industry. “Project management skills, including organization, communication, time management and problem-solving, are indispensable for effectively coordinating successful meetings and events,” she says.

Still, Bruster notes, women encounter unique challenges in the association meeting space. First, there’s a prevalent misconception about the meeting-planner role, often perceived as purely administrative. Responsibilities extend beyond administrative tasks, including contract negotiation, cost-saving strategies and orchestrating events that contribute significantly to industry success — sometimes saving industries millions of dollars.

Second, women face barriers to being invited to decision-making tables. It’s crucial for meeting managers to have a seat at the table with stakeholders and board members, where their expertise and insights can be heard and valued. Building trust in the process and highlighting the value they bring is essential for women to have their solutions considered and implemented effectively. Addressing these challenges requires concerted efforts to promote an understanding of the complexities of the meeting planner role and to advocate for women’s inclusion and representation in decision-making spaces.

Fortunately, it’s not all about challenges. “There are numerous opportunities for women to excel and make meaningful contributions in the association space,” Bruster says. “As the association meeting industry continues to evolve, there’s increasing demand for skilled, visionary leaders who can navigate complex challenges and drive innovation. Women can assume leadership roles at all levels of the industry, including event management, strategic planning, marketing and executive leadership.”

One path forward is forged via the wealth of opportunities for professional development and skill-building, Bruster says. Women can take advantage of workshops, seminars, conferences and certification programs to enhance their knowledge, expand their networks and stay abreast of industry trends and best practices. Investing in ongoing learning and development can position women for career advancement and leadership opportunities.

“Women,” Bruster continues, “bring unique perspectives, problem-solving skills and creative approaches to event planning, design and execution. By harnessing their creativity and embracing emerging technologies and trends, women can pioneer innovative ideas, experiences and formats that enhance attendee engagement and satisfaction.” Then there’s the fact that the association meeting space is increasingly global in nature, with events and conferences attracting participants from around the world. Bruster says that provides women with an opportunity to engage in cross-cultural collaboration, expand their networks internationally and explore opportunities for professional growth and development on a global scale. “Embracing diversity and cultural competency can enrich women’s experiences and open doors to exciting opportunities for collaboration and partnership,” she says.

Bruster also believes that one critical pathway to advancement is learning from each other, and not just in traditional ways.

“I love the concept of reverse mentoring, where young women mentor more experienced professionals in areas such as technology, social media and generational perspectives. Reverse mentoring promotes mutual learning and collaboration, breaks down hierarchical barriers and empowers young women to contribute their expertise and insights. I also believe in creating networking opportunities and events specifically designed to facilitate mentorship and relationship-building between young women and industry leaders. Networking events, conferences, workshops and virtual forums provide platforms for mentees to connect with potential mentors, seek advice and expand their professional networks,” she says.

Recognizing and celebrating the achievements and contributions of women leaders in the association meeting space also helps to inspire and motivate young women.

“Highlighting success stories, featuring women leaders in industry publications and events and displaying diverse role models reinforces the importance of representation and fosters aspirational leadership,” Bruster says. “Establishing safe and supportive spaces for women to engage in candid discussions, share experiences and seek advice on navigating challenges and opportunities in the industry also helps foster a sense of belonging and empowerment.”

Many of Bruster’s insights come from her own experience, having people who believed in her and supported her growth made a significant difference as she navigated her career in meetings. These individuals played various roles, from mentors and sponsors to colleagues and peers, but they all shared a common commitment to her development and success.

Her advice to young women coming up in the industry is, “Believe in yourself, seek mentorship, constantly learn, ask questions, build relationships with colleagues and industry professionals, be adaptable to change and flexible in your approach, pay close attention to detail in your planning and execution of events and advocate for yourself. Don’t be afraid to speak up for opportunities and recognition that you deserve,” she adds. “Take ownership of your career path and proactively seek out ways to advance and grow.”

Amy Wilkinson, CMP, DES, director, global events and corporate partnerships at the Society for Laboratory Automation and Screening, says she hasn’t really noticed much of a change in terms of the number of women in the industry over the past five years, particularly at the supplier/distributor level. However, she notes, “Most of the top positions appear to be held by men. Overall, I think this is a very female-forward industry/profession but there are a limited number of executive-level positions available.”

Wilkinson also sees multiple paths women can take to move ahead. “Most women I know have fallen into the association industry from general business, event planning or other tangentially related roles or degrees. Often, internal event planning lies with the admin team, and from there admin professionals will transition to meeting planning. Typically, coordinator or specialist roles are either the next level up from admin or the point of entry for new planners.”

Manager roles, Wilkinson says, vary by association. “By the time someone has transitioned to manager level, they’re likely ‘hooked’ and will stay in association meeting planning for their career. There are manager-level jobs available planning in-house association meetings, as well as at third-party meeting management firms/supplier partners. Manager-level planners,” she continues, “are usually in those roles for a number of years before they’re able to transition to director or VP level. Those positions are more strategic and often have responsibility directly related to the board of directors. For that reason, many association planners do ultimately transition to executive COO or CEO positions.”

Wilkinson says the challenges faced by women seeking to move up in association planning are not unique to associations. They’re similar to challenges faced by women in other fields. Association planners are organizing events for association members, many of whom are from male-dominated industries. Women working in association meeting planning have to navigate the same challenges related to safety, respect and communication as women working outside of events, particularly when interacting with member stakeholders.” That said, Wilkinson sees association event planning as a female-dominated, female-friendly profession. “We work with a lot of women day-to-day. There’s such an opportunity to work together as women and collaborate to push change for the future using sheer volume!”

She says working with other women has been a significant positive in her own career. “Until recently, all of the top execs I worked for were men, but my direct supervisors and most of my colleagues have been women. I’ve formed relationships with these women that extend beyond the industry.”

While support for advancement often comes from colleagues and mentors, it must also come from within, meaning women have to take action to prepare themselves for advancement.

“We must teach women how to advocate for themselves as professionals and to set and enforce policies and boundaries for their events and for their own positions,” she says. “This is a fast-paced, high-stress profession and we must teach next-gen planners how to be passionate about their jobs and avoid burnout.”

Wilkinson encourages young planners to go for the CMP and PMP certifications. Both are incredibly valuable in knowledge gained and certification reach. There’s a lot to be learned from going through a certification program, especially the CMP since it’s so industry specific.

“Get the certification and keep it current,” she advises. “This industry has many nuances. It can be hard to learn them and navigate them at the same time. When you don’t know something — even if it seems silly, like what an acronym means — ask a colleague.”

Megan Denhardt, CAE, founder & CEO of Denhardt Productions, says that women have been leading association meetings, events, conferences and conventions for decades. I do see more men than women in the AV and technical space but that’s slowly changing, too. “I’ve taken on the role of show caller, which was a completely new skillset to learn these past few years. I continue to learn something new on each and every show.”

Like others, she sees multiple career paths within the industry. “There are different elements to association meetings, from technical production and content/speaker curation and management to experience design, logistical oversight and overall event production. I recommend that anyone wanting to advance their career get involved in a local or national organization that will support their growth through learning/education and networking.”

Denhardt says that one significant aspect to her own career growth was simply to say yes. By this she means, even if a task or role presented itself in an area in which she didn’t feel confident, perhaps in an area she hadn’t previously worked in, she would say yes — and then ask as many questions as she could so she could learn along the way. A proponent of pursuing credentials, Denhardt went for her CAE in 2008 as soon as she was eligible, and the CMP is next on her list. Her advice to young association professionals: “Ask questions, be curious. Don’t be afraid to take on new tasks and challenges.”

Like Denhardt, Amanda Clark, CMP, DES, director meeting operations & engagement with ASAE, says the industry has long been comprised primarily of women but the pandemic created a shift. “If anything, I’m noticing more women either leaving their organizations and working for themselves, leaving the industry altogether or taking early retirement,” she says.

Clark started in the industry as a meeting assistant. She learned the basics from two amazing supervisors and then worked her way up the ladder going from association to association. “One challenge, however,” she says. “is that there can be a lack of opportunity to advance. Associations often have small meetings teams and advancing often means looking elsewhere.

“The association meeting space has been a steady learning and growth experience for me. Previous bosses and strong leaders made the difference. I had some amazing bosses whom I respected a great deal, who embraced my desire to learn and grow and who saw the skills and abilities I had when even I wasn’t fully aware. They challenged me, coached me and cheered me on. A great leader is able to recognize talent and help to foster that talent. Encouragement to join industry organizations and be active within the meetings community has also been helpful throughout my journey.”

Like others, Clark advises attending networking events and pursuing relevant credentials. “Take advantage of professional development whenever you can,” she says. “Seek out mentors and leaders from whom you can learn. A former boss encouraged me to earn my CMP credential; it was a fulfilling experience and a worthwhile journey to achieve my goal.”

To young women starting out, she says, “This industry requires a lot of hard work and being behind the scenes can be a thankless job. However, meetings are the best way to showcase your association and the proudest moments can be felt at convenings where members and partners are thriving. It’s important to have a strong work ethic and to be self-motivated.”

Bruster encourages something else as well. “The demands of meeting planning can be intense with long hours and tight deadlines,” she says, “so be available for self-care, relaxation and activities outside of work. Balancing your personal and professional life is essential for long-term success and fulfillment.” | AC&F |