sessions | SMPS NERC 2026

build skills. spark ideas. make it monumental.

SMPS NERC 2026 is designed to help you grow your success, your team, and your impact in A/E/C marketing. With 25+ workshops, panels, and breakout sessions, you’ll have the freedom to customize your conference experience—whether you’re diving deep into strategy, experimenting with new tools, or discovering the trends shaping our industry.

Every session is curated with one goal in mind: to challenge the status quo, inspire fresh thinking, and give you practical takeaways you can use the moment you’re back at the office. Think of it as your personal toolkit for building stronger campaigns, stronger teams, and stronger connections.

what to expect

Pre-Conference Learning Labs (Separate Registration Required)

Get ready to level up your skills before the main event!

SMPS NERC’s Pre-Conference Learning Labs offer immersive, hands-on workshops designed for professionals who want to go beyond the basics.

These small-group, computer-based sessions take a deeper dive into high-impact topics like persuasive writing and AI data literacy, giving you the tools and confidence to immediately apply what you learn.

Led by industry experts in an interactive, workshop-style setting, these extended sessions are an incredible opportunity to sharpen your edge, connect with peers, and gain practical takeaways you won’t find anywhere else. Space is limited—secure your spot early to start your conference experience with a competitive advantage!

Developing Content That Wins, Deirdre Booth, TankGirl Marketing
Want to craft proposals that truly stand out and seal the deal? This interactive workshop is designed for marketing professionals ready to level up their content development skills and turn technical input into persuasive proposal narratives.

In this fast-paced, hands-on session, you’ll learn how to:

Uncover and articulate your firm’s real differentiators
Give technical staff the guidance they need to contribute meaningful content
Analyze your audience—even when the decision-makers are behind the curtain
Structure persuasive proposal “stories” that resonate and stick
Connect strategy, voice, and storytelling into a cohesive, winning narrative

Whether you're a seasoned marketer looking to refine your edge or a

proposal lead guiding cross-disciplinary teams, this workshop will give you

the tools to create content that not only informs—but compels.

Join us to stop writing proposals that check boxes—and start writing ones

that win work.

AI Decoded: Building AEC Fluency for the Future
Hari Kalahasti, Clark Group
Artificial Intelligence isn’t coming—it’s already here. And for AEC marketers and business developers, understanding how AI shapes client engagement, content creation, and strategic decision-making is becoming a must-have skill.

In this interactive workshop, Hari Kalahasti—a seasoned Data & AI executive

with decades of experience guiding enterprise transformation—will take

the mystery out of machine learning. This session is designed to give non-

technical professionals a confident grasp of AI fundamentals, so they can

lead internal conversations, identify opportunities, and collaborate across

teams with clarity.

You’ll explore real-world use cases where AI is transforming AEC marketing

and operations right now—and walk away with a practical framework for

evaluating AI tools and initiatives without the jargon.

What you’ll learn:

What AI actually is—and what it isn’t
How to identify high-value, low-risk AI opportunities
Where AI is already delivering impact across AEC marketing, BD, and client experience
How to build internal trust and buy-in around AI initiatives
What steps to take now to boost your personal and organizational AI literacy

Are you looking to confidently lead AI-related efforts at your firm? This

workshop will give you the tools, vocabulary, and vision to future-proof your

role—and your firm.

Monumental Markup: A Peer-to-Peer Proposal Swap

Presented By: Proposal Industry Experts
Elevate your proposals from good to monumental in this dynamic, hands-on workshop designed for AEC marketing professionals who want to trade insights, sharpen storytelling, and receive real-time feedback from the pros.
In this peer-to-peer learning lab, participants will bring real printed proposals and engage in rotating small-group critiques guided by PIE’s roving team of proposal experts. Think: Shark Tank meets strategy session. Whether you're showcasing a recent win or workshopping a proposal in progress, you'll gain tangible takeaways from every conversation.

What to Expect:

Real-time "shark tank"-style expert feedback
High-impact tips on layout, messaging, and differentiation
Structured peer engagement in small, rotating groups
Projected visuals for live markup and storytelling analysis
Built-in networking with proposal peers from across the Northeast region

Confidentiality concerns? No problem. Flexible participation models are available to respect NDA restrictions—meaning you can still benefit from the conversations even without sharing your firm’s proprietary content.
Join us to swap, sharpen, and strategize—because proposals this important deserve a monumental moment.

*Must bring a hard-copy proposal submission to participate*

Power Panels
Running concurrently, these sessions give conference goers options for a powerful hour of thought leadership. Industry experts will offer insight and share stories that inspire and energize you to make your own mark.

Regional Remix: SMPS Chapters Driving AEC Marketing & BD
Lisa Frisbie, VP of Member Services, AGC MA, SMPS Boston Past President
Laura Frein, Director of BD, Michael Baker International, SMPS Philadelphia Immediate Past President
Erika Moshkovich, CPSM, Director, Communications/Digital Media Committee, AMFP, SMPS New York Immediate Past President
Molly Romano, CPSM, Director of Marketing, Windover Construction, SMPS Boston President
Maureen Duffy, CPSM, Marketing Manager, Sanborn Head, SMPS Northern New England Immediate Past President

The Mindbenders: Hacking the New AEC Buyer's Brain
Karl Feldman, Managing Partner, Hinge
Katy Pultz, CPSM, Managing Director of CX & Strategy, Hinge

Additional Panels to be Announced

Moderated Roundtables
These interactive campfire-style discussions are facilitated peer-to-peer conversations. Through engaging environments, we’ll spark ideas, offer resources, encourage connection, and share lessons you can apply to your jobs and firms.

Blueprint to Monumental: Branding Strategies for AEC Firms
Tawania McFadden, Founder & CEO, TMAC
From Afterthought to Ally: Solving the Consultant Conundrum
Briana Carter, CPSM, Marketing Manager, Page, now Stantec

Business Development Roundtable

Speakers To Be Announced

Breakout Sessions
Traditional lecture style, these content-rich presentations will explore innovations, strategies, successes, and real-world applications on the topics shaping AEC marketing.

Accelerating Growth with Thought Leadership: A New Playbook
Ida Cheinman, Principal, Substance151, Benefit LLC
Beyond Bots: Humanizing AEC Brands in the Age of AI
Steven Gallo, Vice President of Client Services, Reputation Ink
Building Monumental Client Relationships Through Digital Strategy
Dawn Porcellato, Practice Area Leader-Business Development, RWDI Climate & Performance Engineers
Building Monumental Teams: How Authentic Leadership Creates Results
JJ Nelson, Director of Brand Communications, Bergmeyer
EQ and the Enneagram: Develop Monumental Self-Awareness to Excel at Work
Karen Cotton, CPSM, LEED AP, Senior Knowledge Manager, Swinerton
From Inbox to Impact: Mastering Email Marketing for Growth & Engagement
Amanda Gluck, Founder & CEO, Bytesize Communications
From Prompts to Power: Building GPTs for AEC Marketing
Kayla McCause, MS, LSSGB, CPSM, Marketing Strategist, Dragonfly AEC Consulting
From Rush-more to Rush-less: Shaping the Future of Proposal Management
Jen McGovern, FSMPS, CPSM, Mid-Atlantic Regional Capture Manager, VHB
Jeffrey Taub, FSMPS, CPSM, Senior Vice President, AKRF, Inc.
Future-Proof Your Firm’s Business Development Knowledge
Barbara Stiles, FSMPS, CPSM, Senior Consultant, Strategic Growth Advisory, Stambaugh Ness
Future-Proof Your Website: Lessons for Small Marketing Teams
Joseph Wildey, Director of Marketing, RSG
Level Up Workshop: Becoming an Exceptional Presentation Coach
Beth Musacchio, CPC, Director of Marketing, ARC
Mike Reilly, FSMPS, Principal Consultant, Reilly Communications
Leveraging PR to Make a Powerful Impact on BD
Susan Shelby, FSMPS, CPSM, ABCP, President & CEO, Rhino PR
Monumental Proposals: Design Fundamentals That Win Work
Bonnie Kittle, Art Director, Clockwork Design Group, Inc
Own Your Voice: Communication Strategies That Win Work and Inspire Teams
Rhonda Khan, CEO/Principal Consultant, Simply Speech Solutions
Unlocking the Atomic Potential of Your Strategic Plan
Allison Tivnon, Principal Marketing Strategist, AEC Pursuit Strategies

Why NERC? Because this isn’t just another conference. It’s where creativity meets strategy, curiosity meets execution, and play meets purpose. It’s where your next big idea doesn’t just start—it goes monumental.

Monday, March 30

Deidre Booth, TankGirl Marketing
March 30, 2026
10:00am - 12:00pm

Room: Georgia
Session Description:

Want to craft proposals that truly stand out and seal the deal? This interactive workshop is designed for marketing professionals ready to level up their content development skills and turn technical input into persuasive proposal narratives. Whether you're a seasoned marketer looking to refine your edge or a proposal lead guiding cross-disciplinary teams, this fast-paced, hands-on workshop will give you the tools to create content that not only informs—but compels. Join us to stop writing proposals that check boxes—and start writing ones that win work.

Learning Objectives:

Uncover and articulate your firm’s real differentiators

Give technical staff the guidance they need to contribute meaningful content

Analyze your audience—even when the decision-makers are behind the curtain

Structure persuasive proposal “stories” that resonate and stick

Connect strategy, voice, and storytelling into a cohesive, winning narrative

About the Speaker: Deirdre Booth, FSPMS, CPSM is the founder and principal strategist at TankGirl Marketing, where she helps AEC firms build monumental momentum through clear strategy, strong positioning, and content that wins work. With more than 25 years of experience in professional services marketing, Deirdre partners with marketing and technical teams to turn complex expertise into persuasive narratives that stand out in competitive, highly regulated environments. She works with firms across the AEC industry and our nation, to uncover real differentiators, strengthen collaboration between marketers and technical staff, and align strategy, voice, and storytelling into proposals that win. Known for her direct, engaging style, Deirdre helps teams stop checking boxes and start building content that resonates, persuades, and wins.
Hari Kalahasti, Clark Group
March 30, 2026
10:00am - 12:00pm

Room: Rhode Island/Pennsylvania
Session Description:

Artificial Intelligence isn’t coming—it’s already here. And for AEC marketers and business developers, understanding how AI shapes client engagement, content creation, and strategic decision-making is becoming a must-have skill. In this interactive workshop, we’ll take the mystery out of machine learning. This session is designed to give non-technical professionals a confident grasp of AI fundamentals, so they can lead internal conversations, identify opportunities, and collaborate across teams with clarity. You’ll explore real-world use cases where AI is transforming AEC marketing and operations right now—and walk away with a practical framework for evaluating AI tools and initiatives without the jargon. Are you looking to confidently lead AI-related efforts at your firm? This workshop will give you the tools, vocabulary, and vision to future-proof your role—and your firm.

Learning Objectives:

Understand what AI actually is—and what it isn’t

Identify high-value, low-risk AI opportunities

Discover where AI is already delivering impact across AEC marketing, BD, and client experience

Learn how to build internal trust and buy-in around AI initiatives

Identify what steps to take now to boost your personal and organizational AI literacy

About the Speaker: Hari Kalahasti is a data, analytics, and artificial intelligence executive who helps AEC organizations move beyond AI experimentation and into sustained business impact. As CTO and Chief AI Officer at Infoxeme Technologies, Hari works with leadership teams to design AI strategies, platforms, and governance models that create measurable value—without unnecessary risk or complexity. Previously, Hari served as Head of Analytics at Clark Group, where he built and led enterprise analytics capabilities supporting marketing, business development, operations, and executive decision-making in a complex construction environment. His work helped bridge the gap between data, technology, and real-world delivery.
Lisa Beeler / Teresa York
March 30, 2026

2:00pm - 2:45pm

Room: Chinese Ballroom
Session Description:

Are you new to SMPS NERC? Is it your first time attending? Join us for an exciting and welcoming First-Timers session at the SMPS NERC Conference! This fun-filled kickoff is designed to help you jump right into the conference experience, with a friendly atmosphere to make new connections with other first-timers. You will get tips on navigating the conference, using the conference app, and making the most of your time here. Don’t miss this opportunity to start your conference on a high note and make the most of SMPS NERC 2026!
Erika Moshkovich, CPSM, Director, Communications/Digital Media Committee, AMFP, SMPS New York Immediate Past President
Lisa Frisbie, VP of Member Services, AGC MA, SMPS Boston Past President
Laura Frein, CPSM, Director of BD, Michael Baker International, SMPS Philadelphia Immediate Past President
Maureen Duffy, CPSM, Marketing Manager, Sanborn Head, SMPS Northern New England Immediate Past President
Molly Romano, CPSM, Director of Marketing, Windover Construction, SMPS Boston President
March 30, 2026
4:15pm - 5:15pm

Room: TBD
Session Description:

The Northeast is one of the most diverse AEC markets in the country—Boston’s higher education and healthcare, New York’s dense urban development, Pennsylvania’s industrial resurgence, DC’s federal contracts, Ontario’s cross-border opportunities, and more. Each SMPS chapter navigates its own set of challenges and client drivers, yet common threads connect us all. This session brings together leaders and practitioners from across the region to showcase localized strategies that have delivered real business development and marketing impact. Each speaker will share a short, high-energy case story: the challenge their chapter or market faced, the strategy applied, and the outcome achieved. Then, we flip the script. Attendees will actively participate in a “remix” workshop, taking those chapter stories and brainstorming how they can be adapted to their own markets and firms. Together, we’ll crowdsource a live playbook of innovative, regionally inspired strategies that can be applied anywhere.

Learning Objectives:

Discover 5+ proven strategies that address specific market challenges in the Northeast

Identify which tactics are universal across regions and which need customization

Build a “remix roadmap” to take back to your firm and implement immediately

Forge new cross-chapter connections for continued collaboration

About the Panelists:

Erika Moshkovich, CPSM | Director, Communications/Digital Media Committee | AMFP | SMPS New York Immediate Past President

Erika Moshkovich, CPSM is Vice President and Marketing Communications Director at STV. In this role, she develops and executes strategic marketing and business development initiatives and oversees her team’s proposal activities for the firm's Buildings Group practice. With nearly two decades of experience in the architecture, engineering, and construction industry, Erika has a proven track record in marketing, communications, and business development. She is the President of SMPS New York, having previously served as Director of Sponsorship. Erika is also a Certified Professional Services Marketer (CPSM).

Lisa Frisbie | VP of Member Services | AGC MA | SMPS Boston Past President

As AGC MA Vice President of Member Services, Lisa directs and oversees membership activities for the association, including the development of programs, initiatives, and communications policies designed to retain and increase membership. The V.P. of membership creates, updates, and distributes information to current members as well as prospective members. Lisa is responsible for designing and implementing a membership growth and retention strategy that aligns with AGC’s strategic objectives. She is also responsible for leading the development, implementation, and evaluation of membership growth strategies, as well as the day-to-day management of the AGC member engagement. Throughout her 10-plus years with AGC MA, Lisa has contributed to the advancement of the industry through her work as the President of the Society of Marketing Professional Services, Advisory Committee member for the Policy Group on Tradeswomen Issues, the AGC of America Business Development Steering committee, and the Wentworth Institute of Technology Industry Advisory Board. Lisa is the staff liaison for the AGC Building Women in Construction Committee, the AGC Sustainability Advisory Committee, and the AGC Program Advisory Committee.

Laura Frein, CPSM | Director of BD | Michael Baker International | SMPS Philadelphia Immediate Past President

Laura Frein is a Certified Professional Services Marketer (CPSM) with over twenty years of award-winning experience in the architecture, engineering, and construction (A/E/C) industry. As Director of Business Development for Michael Baker International’s eastern Pennsylvania operation, Laura leverages her deep industry knowledge and analytical acumen to drive strategic growth and client engagement.

Laura specializes in harnessing marketing data to inform business development strategies, ensuring that decisions are grounded in actionable insights and market trends. Her approach integrates thoughtful messaging and compelling visuals, elevating both internal and external communications. She is skilled at coordinating and producing high-impact visual communication materials, utilizing a wide array of software tools to support branding, proposals, and outreach initiatives. Her experience at Michael Baker includes working on strategic pursuits and high-profile transportation projects for the Commonwealth of Pennsylvania, Pennsylvania Department of Transportation and Pennsylvania Turnpike Commission. Laura served as the SMPS Philadelphia Chapter President (2024-2025) and has been an MCA finalist three times, winning in 2021 in the Tradeshow Marketing category.

Maureen Duffy, CPSM | Marketing Manager | Sanborn Head | SMPS Northern New England Immediate Past President

With over two decades of experience in marketing and communications, Maureen Duffy continues to build her career marked by versatility and impact. Beginning in the agribusiness sector and later transitioning into the AEC industry, Maureen developed proficiency in proposal strategy, marketing, event coordination, and brand management. In her role as Marketing Manager at Sanborn, Head & Associates, Inc., she plays a key role in supporting engineering and science initiatives that advance the built environment. A dedicated champion of professional development, Maureen proudly serves as Immediate Past President of the SMPS Northern New England chapter. Additionally, she earned her CPSM designation in 2023 and views this achievement as an opportunity to inspire and empower fellow A/E/C marketing professionals.

Molly Romano, CPSM | Director of Marketing | Windover Construction | SMPS Boston President
Molly Romano, CPSM, is the Director of Marketing at Windover Construction and the current President of SMPS Boston. With nearly 10 years of experience in AEC marketing, Molly leads the strategic direction of Windover’s marketing efforts – including content development, proposal strategy, and brand positioning – to support work acquisition and elevate the company’s presence in the industry. Known for her ability to blend strategy with creativity, Molly brings a thoughtful, dynamic approach to storytelling and brand-building in the construction sector. She has been an active member of SMPS for eight years and is passionate about advancing the role of marketing in the AEC industry.
Barbara Stiles, FSMPS, CPSM | Senior Consultant, Strategic Growth Advisory | Stambaugh Ness
Delaney Facchetti | Business Development Lead - Boston | Stantec
Jason Dittrich | Director - Business Development and Marketing | Mueller Associates
March 30, 2026
4:15pm-5:15pm

Location: East Ballroom
Session Description: True leadership isn’t just about driving external growth—it’s about empowering your internal teams to thrive. In this session, we’ll explore how business development professionals can leverage their unique skills to become trusted leaders within their organizations. Learn strategies to train, educate, and inspire your staff, fostering a culture of collaboration and growth. By honing your BD superpower, you’ll not only elevate your team’s capabilities but also position yourself as a catalyst for long-term success.

Learning Objectives:

Share experiences and insights on how business development professionals can build trust and influence internally.

Discuss practical approaches for training, educating, and inspiring staff to foster collaboration and growth.

Explore challenges and solutions collectively, leveraging peer perspectives to strengthen leadership strategies.

Identify actionable ideas to apply within their own organizations for positioning themselves as trusted leaders and catalysts for success.

About the Speaker:

Barbara Stiles, FSMPS, CPSM | Senior Consultant | Stambaugh Ness

Barbara is a Senior Consultant in the Strategic Growth Advisory practice of Stambaugh Ness. She is a proven strategic planning, business planning, business development, and marketing leader in the A/E industry with over 35 years of experience. Barbara is passionate about helping firms meet their growth goals. She is accomplished in providing strategic and business planning, education and training, and strategic direction in pursuit of new business. Barbara is a former Vice President and shareholder for a national, multi-discipline, engineering/architectural firm. Over her career, she has worked for firms as small as 200 employees and as large as 80,000 employees. Barbara has been presenting on business development, leadership, communication, and strategic planning topics for over 20 years on the local, regional, and national levels to multiple organizations, such as SMPS, WTS, APWA and APMP. Barbara has been a member of SMPS since 1999 and served on the SMPS Central Florida board for six years, including a year as Chapter President. She is currently serving as a chapter advisor. She also served four years on the SMPS Society board as secretary-treasurer and was a Trustee on the SMPS Foundation Board. Barbara is a Certified Professional Services Marketer (CPSM) and was recognized as a Fellow of SMPS in 2016.

Delaney Facchetti | Business Development Lead, Associate - Boston | Stantec

Delaney focuses on building lasting, trust-based relationships and helping shape the future of New England through strategic partnerships. An active member of the AEC community, Delaney is involved in Women in Healthcare–New England, PWC, AMFP, and CREW, where she connects with other leaders driving progress in real estate and construction. With a background in communication and journalism, Delaney uses her research and interpersonal skills to connect people, projects, and opportunities across the region.

Jason Dittrich | Director of Business Development & Marketing | Mueller Associates

Jason is an experienced marketing and business development professional in the AEC industry, bringing two decades of expertise in driving brand awareness, business development, and marketing strategies. Currently, Jason leads firm-wide marketing and business development activities at the engineering firm of Mueller Associates. His previous roles include directing marketing and business development efforts at O’Connor Construction Management and Leo A Daly, where he executed comprehensive marketing campaigns, managed proposal activities, and enhanced brand positioning. Jason has been a longstanding member of SMPS, serving on the Board of Directors of the Washington, DC, and Maryland chapters.
Moderator: Kathleen Held | President & CEO | Cini-Little International
Panelists:
Donald Silwick, CPSM, CF APMP, APPE | Sales Operations Manager | Jacobs
Michelle Crandall | Creative Design Associate | Pennoni
Allison Lynch | Principal and Chief Administrative Officer | Baskervill
March 30, 2026
4:15pm - 5:15pm

Room: TBD
Session Description:

Marketing and business development professionals navigate vastly different landscapes depending on firm size, discipline (Architecture, Engineering, or Construction), and organizational culture. This panel aims to lift the veil on how career pathways are defined across these contexts, and to explore what structures exist, how roles evolve, and what skills and experiences matter most. By bringing together leaders from small, mid-sized, and large-scale AEC firms, we’ll explore the realities behind titles, growth opportunities, and leadership trajectories, sparking candid dialogue about what it’s like to navigate a Marketing/BD career in a variety of settings in our industry. The goal is to create a space where we have access to different perspectives—sharing lessons learned in order to demystify the organizational frameworks that shape our career development. Whether you’re charting your own path as the singular source for marketing and BD for your entire firm, or you are part of a 25-person marketing department, this conversation will provide clarity and practical insights into how different firms approach talent development, and why understanding these differences is critical for building resilient careers.

Learning Objectives:

Explore the many career possibilities and pathways for AEC marketers

Examine structures of different size firms and how they shape career paths

Identify critical skills to advance your career

Define ways to champion your professional growth within your firm

About the Moderator:

Kathleen Held | President & CEO | Cini-Little International

Kathleen Held is the President & CEO of Cini-Little International, Inc., a globally recognized foodservice, laundry, and waste-management consulting firm known for shaping some of the most innovative hospitality, education, corporate, and healthcare environments around the world. A strategist with marketing roots and a people-first leadership style, she has spent her career elevating both the practice and the profession of foodservice design. Kathleen was honored as the 2025 FE&S Top Achiever Consultant, a recognition that reflects not only her project expertise but her industry-wide influence, collaborative spirit, and commitment to developing the next generation of consultants.

A catalyst for progress across the broader AEC landscape, Kathleen has reimagined project-management structures, championed marketing-led business development cultures, and built systems that strengthen accountability, communication, and creativity in design. She is also deeply engaged in industry education as President of the FCSI Educational Foundation, where she leads initiatives such as the FEED Workshops, scholarship programs, and the development of the first-ever Foodservice Design Certificate program at Western Kentucky University.

About the Panelists:

Donald Silwick, CPSM, CF APMP, APPE | Sales Operations Manager | Jacobs

Donald Silwick is a two-time 40 Under 40 Award winner, the driving force behind billion-dollar pursuits, and a recognized leader in the architecture, engineering, and construction (AEC) industry. He is known for leading high-performing teams to win work supporting 88 countries and 62 end-user clients across sectors such as government, infrastructure, education, and healthcare. With 15 years of experience – 13 dedicated to AEC – he holds CPSM, CF APMP, and APPE certifications and is committed to advancing excellence in proposal strategy and leadership. He has spoken at national conferences including SMPS Amplify A|E|C and PIE Recipes for Winning and he regularly delivers professional development content at Jacobs. His presentations offer strategic insight and practical tools that help teams elevate pursuit planning and accelerate career growth. Additionally, he serves on the SMPS National Human Experience in Business Committee and the PIE Customer Advisory Board driving industry change through thought leadership and peer advising. As a Baltimore native with ancestry rooted in both construction and military service, Donald is proud to honor that legacy through his work in the AEC industry.

Michelle Crandall | Creative Design Associate | Pennoni

Michelle Crandall is a Creative Design Associate at Pennoni with over 15 years in the AEC industry, blending marketing strategy with creative design to help Pennoni communicate its story and connect with clients. She began her career at Pennoni as a Proposal Specialist, and her passion for design led her to partner with leadership to create a unique role that merges creativity with strategy. For the past five years, she’s delivered visually compelling materials that strengthen the Pennoni brand and drive growth.

Allison Lynch | Principal and Chief Administrative Officer | Baskervill

Allison Lynch is a Principal and Chief Administrative Officer at Baskervill, a multi-national, multidisciplinary design practice. A veteran of the A/E/C industry, Allison leverages her passion for the built environment, people, and the power of communication in her role leading Baskervill’s business operations. Overseeing legal and risk, strategy, licensure and compliance, and administration, she works closely with firm leadership to navigate the impacts of process and culture on the firm’s future. Allison is a graduate of Boston College’s Carroll School of Management and Past President of SMPS Northern New England. She resides in Maine with her family.

Tuesday, March 31

CPSM Only Event!
March 31, 2026
7:30am - 8:30am

Room: Chinese Ballroom
Session Description:

Calling all Certified Professional Services Marketers! Join us for an exclusive CPSM-only Power Hour designed to connect credentialed peers from across the region for meaningful conversation, fresh insights, and community building.

This energizing session includes:

Dedicated networking time to share challenges, successes, and ideas with fellow CPSMs

A special guest speaker offering inspiration and advanced marketing perspectives tailored to experienced professionals

Opportunities to discuss how you're applying your certification in your firm—and what’s next on your leadership journey

Whether you’re looking to recharge your strategy, expand your network, or simply celebrate your hard-earned CPSM credential with others who get it, this is your moment.

Let’s gather, grow, and make a monumental impact—together.
Skot Waldron
March 31, 2026
8:30am - 9:45am

Room: Grand Ballroom
Session Description:

A lot of people sit at the intersection of creativity, deadlines, strategy, and structure, often working across teams that don’t operate the same way they do. Whether you’re a fast starter who color-codes your timeline, or a last-minuter who does your best thinking under pressure, there’s often frustration, misunderstanding, and shame around how we work. This keynote flips the script on procrastination, revealing how our work styles, when named, understood, and communicated, can drive trust, collaboration, and productivity. You’ll walk away with a simple framework for recognizing your own style, reducing internal judgment, and building better relationships with people who just don’t “get” you.

Learning Objectives:

Own Your Style Without Shame – stop apologizing for how you get work done and start advocating for yourself with clarity and confidence

Work Better with Other Types – recognize and collaborate with both structured and adaptable teammates (and technical staff) by understanding the underlying patterns, not just the symptoms

Stop Calling It Procrastination When It’s Actually Processing – reframe procrastination as a signpost, not a flaw, empowering you to work with your natural rhythms and still meet expectations without burnout or breakdowns

About the Speaker:

Skot Waldron is a speaker, leadership consultant, and communication strategist who has worked with organizations like J.P. Morgan Chase, the CDC, PGA Tour, Sesame Workshop, The Home Depot, and Coca-Cola. He translates human behavior into actionable strategies that improve leadership, alignment, and team performance. As the author of the Amazon best-seller Unlocked: A 52-Week Guide For The Intentional Leader and host of the Unlocked With Skot Waldron podcast, he equips leaders with practical tools to communicate with impact. With 20+ years in brand and communication strategy, he brings clarity to the chaos, helping leaders unlock their full potential.
March 31, 2026
10:00am-11:00am

Location: East Ballroom
Ida Cheinman, Principal, Substance151, Benefit LLC
Session Description: Research shows that the vast majority of decision makers within your client organizations rely on thought leadership to assess your firm’s innovative thinking, expertise in their specific issues, and the quality of your talent – all long before the formal selection process begins. An effective thought leadership strategy enables AEC firms to build brand visibility and establish credibility and trust with prospects and clients. But there is a catch. With more and more firms producing more and more thought leadership, your current thought leadership program is unlikely to create a competitive advantage for your firm. Anyone can start a podcast, publish a report, and deliver a case study using a clever social media campaign. And everyone does! All directed at the same group of prospects. What started as a differentiator has led to a crisis of sameness among firms and overwhelm among customers. The session will introduce new approaches for helping your prospects navigate their complex decision-making process with tailored, highly personalized information and insight. By thinking beyond content and formats and learning how to uncover what your prospects really need and value, you will lead them to take action with confidence – and in the process, make your firm a clear choice.

Learning Objectives:

Understand the role of thought leadership in achieving your firm’s business objectives and accelerating growth

Learn how to align thought leadership content to every stage in the AEC buying journey, helping your firm reach, engage, and convert the right decision-makers, faster

Discover what makes thought leadership effective in today’s digital environment and how to ensure it’s easy to find, access, and consume

Learn how to set benchmarks and identify the right metrics so that you can demonstrate a return on objective

About the Speaker: Ida Cheinman is the principal and creative director of the brand strategy, design, and digital firm Substance151. Ida uses her 25 years of experience as a brand strategist, designer, marketer, and educator to help business leaders and marketing professionals make sense of trends, tools, and best practices in order to position their firms to win in the 21st century's fast-changing and extremely competitive marketplace. A sought-after speaker who is knowledgeable and energetic, Ida excels at making complex information accessible and immediately applicable. She presents for professional services and AEC organizations nationwide and is a frequent contributor to industry webinars, blogs, podcasts, and publications.
March 31, 2026
10:00am-11:00am

Location: Palm Court Ballroom
Barbara Stiles, FSMPS, CPSM, Senior Consultant, Strategic Growth Advisory, Stambaugh Ness
Session Description:

As record numbers of senior professionals retire or change firms, our firms risk losing decades of hard-earned client, market, and business development knowledge. For SMPS members, this challenge is both urgent and strategic: how do we protect and pass on what makes our firms competitive? This session provides a clear framework to build knowledge transfer programs that preserve client relationships, accelerate the growth of seller-doers, and strengthen business continuity. Attendees will gain practical tools to identify critical knowledge, design effective transfer approaches, and align outcomes with their firm’s long-term success.

Learning Objectives:

Learn how to build a knowledge transfer program to maintain your client and business development knowledge

Discover the critical knowledge areas that you should capture

Understand the approaches you can use to transfer knowledge

Identify the outcomes you want from your knowledge transfer program

About the Speaker: Barbara Stiles, FSMPS, CPSM is a Senior Consultant in the Strategic Growth Advisory practice of Stambaugh Ness. She is a proven strategic planning, business planning, business development, and marketing leader in the A/E industry with over 35 years of experience. Barbara is passionate about helping firms meet their growth goals. She is accomplished in providing strategic and business planning, education and training, and strategic direction in pursuit of new business. Barbara is a former Vice President and shareholder for a national, multi-discipline, engineering/architectural firm. Over her career, she has worked for firms as small as 200 employees and as large as 80,000 employees. Barbara has been presenting on business development, leadership, communication, and strategic planning topics for over 20 years on the local, regional, and national levels to multiple organizations, such as SMPS, WTS, APWA and APMP. Barbara has been a member of SMPS since 1999 and served on the SMPS Central Florida board for six years, including a year as Chapter President. She is currently serving as a chapter advisor. She also served four years on the SMPS Society board as secretary-treasurer and was a Trustee on the SMPS Foundation Board. Barbara is a Certified Professional Services Marketer (CPSM) and was recognized as a Fellow of SMPS in 2016.
March 31, 2026
10:00am-11:00am

Location: Chinese Ballroom
Amanda Gluck, Founder & CEO, Bytesize Communications
Session Description: Email marketing still works! In fact, when done properly—it is more effective than ever and an essential component of a successful marketing campaign strategy. In today’s digital world, email marketing is more effective than ever, but only if you know how to do it right. Whether you're just starting your email marketing journey or refining your current strategy, this session will give you the insights, tools, and best practices to create compelling campaigns that will engage your audience, build brand awareness, and nurture business growth.

Learning Objectives:

Build a high-quality email list—the foundation of a successful campaign

Craft emails that get opened and clicked—strategies for writing persuasive subject lines and content

Choose the right email platform—Mailchimp, Constant Contact, and more

Plan email frequency, timing, and scheduling—optimize your sending strategy for maximum impact

Measure and optimize success—use data to refine and improve your campaigns

About the Speaker: Amanda Gluck serves as the Founder and CEO of Bytesize Communications, a marketing and communications consulting firm. With a dedicated focus on empowering companies to showcase their achievements, establish credibility, demonstrate thought leadership, and cultivate strong organizational cultures, Bytesize excels under her leadership. Amanda's proficiency lies in formulating impactful marketing and communication strategies that deliver tangible results. She harnesses the art of storytelling, engaging content, and strategic messaging to propel her clients to success. In addition to her role at Bytesize Communications, Amanda is actively engaged in community organizations. She served as President of the SMPS Maryland chapter in 2023, Immediate Past President in 2024, and now serves as their Communications Chair. Amanda is also on the Women’s Leadership Conference committee for the Howard County Chamber of Commerce. She earned her Certified Professional Services Marketer (CPSM) credential.
March 31, 2026
11:15am-12:15pm

Location: Chinese Ballroom
JJ Nelson, Director of Brand Communications, Bergmeyer
Session Description: In an industry facing constant disruption—from AI to economic uncertainty to generational shifts—authentic leadership isn't just nice-to-have, it's a competitive advantage. Research shows teams with psychological safety see 76% higher engagement, 47% higher performance, and 27% lower turnover. For AEC firms competing for top talent and high-stakes projects, these metrics translate directly to bottom-line impact. This session provides immediately actionable frameworks for building trust, navigating difficult conversations, and creating teams that consistently deliver monumental outcomes. Attendees will leave with proven strategies that transform team dynamics, improve client relationships, and drive measurable business results—making authenticity a strategic business tool rather than personal development concept.

Learning Objectives:

Master the A.U.T.H.E.N.T.I.C. framework for conducting difficult conversations with empathy and effectiveness, reducing team conflict and improving performance outcomes in high-pressure AEC environments

Implement joy-based leadership strategies that create psychological safety and team resilience, leading to measurably higher engagement, retention, and project success rates

Transform imposter syndrome into leadership strength by developing authentic leadership practices that build trust and collaboration, moving away from performative styles that create distance between leaders and teams

Identify key opportunities and next steps for implementing authentic leadership practices within existing team structures, with frameworks that attendees can adapt to their specific organizational contexts

About the Speaker: JJ is Director of Brand Communications at Bergmeyer, where they lead strategic communications, branding, and PR for the multidisciplinary AEC design collaborative. With 15+ years elevating brands through authentic storytelling, JJ has guided teams through major organizational transitions while maintaining high performance and building cultures where innovation thrives. Known for leading with joy and human-centric authenticity, JJ's approach to team leadership challenges traditional AEC management styles. Their philosophy that genuine connection drives better business results has been proven through successful internal culture transformations, client relationship building, and team retention during periods of significant change. As an LGBTQ+ leader in the traditionally conservative AEC industry, JJ brings unique insights into creating inclusive environments where diverse perspectives fuel competitive advantage. They serve on the Board of Directors for SpeakOUT Boston, the oldest LGBTQ+ speakers bureau in the country, combining corporate leadership experience with community advocacy to understand how authentic storytelling transforms organizational cultures. JJ's "joy-first" leadership methodology has helped numerous AEC marketing and BD professionals transition from individual contributors to confident leaders who create psychological safety, navigate difficult conversations effectively, and build teams that consistently exceed client expectations. Their work demonstrates that authenticity isn't a soft skill—it's a strategic business advantage that drives measurable results.
March 31, 2026
11:15am-12:15pm

Location: East Ballroom
Jen McGovern, FSMPS, CPSM, Mid-Atlantic Regional Capture Manager, VHB
Jeffrey Taub, FSMPS, CPSM, Senior Vice President, AKRF, Inc.
Session Description: AEC proposal managers are on their heels. For all they hear, “AI won’t replace proposal managers; it will give them more time to do meaningful work,” they are concerned about the future of their profession and career. We have worked hard to humanize AEC marketing over the last four decades—with AI promising to eliminate tedious and repetitive work, proposal managers can seize this opportunity to show corporate leaders what they’re truly made of. Jen and Jeff bring a complementary perspective from opposing sides, such as large vs. small firms; the role of a passenger vs. driver in adopting AI proposal development tools; and the management of proposal-centric teams vs. corporate marketing teams. This presentation will resonate with every marketer in the audience, facing any type of ongoing or proposed future AI implementation. Recent SMPS conferences have taken a broad look at AI; it’s now time to narrow the presentations and discussions to its impact on specific AEC marketing roles.

Learning Objectives:

Understand the impact AI proposal development platforms are having on time constraints of proposal managers

Learn new ways to infuse proposals with strategy and creativity while AI handles responsiveness and quality

Prepare for the rapid expansion of AI capabilities by developing your own ‘pipeline’ of future updates and improvements to your skillset

Identify impactful contributions proposal managers can make within and beyond proposal submissions

About Speaker 1: Jen McGovern, FSMPS, CPSM, is the Mid-Atlantic Regional Capture Manager for VHB, a 2,200-person engineering, planning, and environmental science firm with 30+ offices along the East Coast. With extensive editing, writing, and marketing experience, she fell into the AEC industry in 2012 and found a passion for proposals and infrastructure projects. From capture strategy to positioning to proposal messaging, Jen has provided hundreds of hours of training, helping marketers and seller-doers win more work. Jen is a past president (and current Chapter Advisor) of the SMPS Washington, DC, chapter and serves on the Editorial Committee for the SMPS Marketer journal. She achieved her CPSM designation in 2015 and was recognized as a Fellow of the Society in 2025.
About Speaker 2: Jeffrey Taub, FSMPS, CPSM, is the Senior Vice President for corporate marketing, planning, and strategy at AKRF, Inc. He is a National Fellow of the Society for Marketing Professional Services, a Certified Professional Services Marketer, and a longtime volunteer for chapter, regional, and national SMPS committees and working groups. Jeffrey chairs the SMPS National Fellows Committee and SMPS New York Mentoring Program, co-authored MARKENDIUM Domain 2, and is a frequent speaker, moderator, and author on professional marketing in the AEC industry. He was named Vanguard of the Year by SMPS New York in 2025.
March 31, 2026
11:15am-12:15pm

Location: Palm Court Ballroom
Susan Shelby, FSMPS, CPSM, ABCP, President & CEO, Rhino PR
Session Description:

PR and marketing efforts can bring measurable results to a company’s bottom line and help achieve its business development goals. PR is an invaluable marketing tool, creating visibility and brand recognition, credibility and third-party validation through editorial placement, and ideally, lead generation. Unlike paid advertising and other communications vehicles, PR is validated by the media. Using local, national and industry trade publications – both print and electronic – to educate and inform potential clients is a proven step to building a successful brand and driving continued sales growth. While new work initiatives will always be king, remember that the best marketing plans are those that have a diversified mix of marketing and public relations. The bottom line is that this balanced mix will always drive new business development.

Learning Objectives:

Understand the basic tools of PR

Identify new ways to promote your firm’s experience and expertise

Recruit technical staff for Thought Leadership

Leverage PR to support business development efforts

About the Speaker: Susan Shelby, FSMPS, CPSM, ABCP is the owner of Rhino PR, a consulting firm focused on meeting the unique needs of professional services firms since 2004. With 30 years of experience, Susan now utilizes her experience and expertise in teaching the art and science of PR to AEC marketers. A past president of SMPS Boston, Susan received the 2016 SMPS Boston Marketing Professional of the Year Award, which honors marketing excellence in the AEC industry. For more information, please visit www.RhinoPR.com or follow her on LinkedIn.
March 31, 2026
1:30pm-2:30pm

Location: Palm Court Ballroom
Karen Cotton, CPSM, LEED AP, Senior Marketing Manager, Timmons Group
Session Description: Are you energized to go to work each day, or does something feel off? We know we need to “find our passion” in life, but do any of us truly know how to accomplish this? This session will guide participants through a journey of self-discovery. We will discuss tactics to deeply understand what your unique gifts are and what you love to do. Using the wisdom of the Enneagram, participants will learn about their core motivations and their ‘why.’ Then we will discuss how to combine your talents and your motivations to maximize your contributions at work and thrive in your role. While not a common business tool, especially not in the AEC industry, the Enneagram can be a monumental driver for personal and team development. I leverage the insights from Marcus Buckingham’s book “Love + Work: How to Find What You Love, Love What You Do, and Do It for the Rest of Your Life” combined with the wisdom of the Enneagram to engage audience members in a memorable and fascinating self-discovery journey.

Learning Objectives:

Know your unique strengths and contributions to the team

Uncover your hidden motivations and understand why you love to do what you do

Apply strategies to maximize your impact for your firm and personal sense of fulfillment in your marketing or development role

Suggested prework: Take the free Enneagram personality test from truity.com in advance of this session to identify your Enneagram type.

About the Speaker: Karen Cotton is a Senior Marketing Manager for Timmons Group, an ENR Top 500 design firm specializing in civil, environmental, GIS, and surveying services. With 20+ years of experience working in the AEC industry, she shares her passion for learning, coaching, mentoring, and self-discovery as a frequent presenter and Enneagram instructor in the Washington, DC area. Karen is a Certified Professional Services Marketer (CPSM) and a LEED Accredited Professional. She serves as Secretary on the Board of Directors for the SMPS Washington, DC Chapter.
March 31, 2026
1:30pm-2:30pm

Location: Chinese Ballroom
Joseph Wildey, Director of Marketing, RSG
Session Description: This topic is timely for SMPS members because many smaller firms are operating with tighter budgets and leaner teams while facing seismic shifts in marketing. A website remains a firm’s most important digital asset, yet redesigns are often based on guesswork. By showing how a small team oversaw a research-driven, AI-first website strategy, this session equips marketers to do more with less, balancing accessibility and usability with new realities like evolving SEO, referral tracking, and copywriting in the age of AI.

Learning Objectives:

Learn how client interviews, surveys, and competitor benchmarking can uncover insights that inform a website redesign

Understand how to translate research findings into a practical roadmap that prioritizes messaging, content, and design decisions for maximum impact

Explore how evolving SEO, referral tracking, and AI-driven search are reshaping website visibility, and identify strategies to adapt your digital presence

Discover how small teams can prepare to launch a high-performance website while ensuring cross-functional alignment

About the Speaker: Joseph Wildey is Director of Marketing at RSG, where he leads initiatives that strengthen the firm's visibility, build client engagement, and align with organizational strategy. With more than a decade of experience in professional services, he oversees marketing strategy and execution across multiple channels. Joseph brings clarity, creativity, and precision to complex communication challenges. He is equally passionate about the role of technology in marketing, particularly its ability to level the playing field between small and large firms. By blending a strategic vision with hands-on execution, Joseph has helped guide organizations through website redesigns, content marketing programs, and digital initiatives that deliver measurable impact in dynamic markets. Joseph holds an MBA in Growth and Innovation from the University of New Hampshire’s Peter T. Paul College of Business and Economics. A member of SMPS Northern New England, Joseph also serves on several boards, including RSG’s Board of Directors.
March 31, 2026
1:30pm-2:30pm

Location: East Ballroom
Beth Musacchio, CPC, Director of Marketing, ARC
Mike Reilly, FSMPS, Principal Consultant, Reilly Communications
Session Description:

Becoming a strong presentation coach is an opportunity for AEC marketers to add significant value to their firms. This workshop will provide practical insights on how marketers can exert their influence while coaching and supporting their teams in developing winning presentations and enhancing speaker presentation skills. The focus is on industry-specific advice for leading presentation coaching and practice sessions for pursuit teams. Mike and Beth will help attendees overcome challenges such as a lack of time to practice, resistance to rehearsing, and difficulty in shifting interview emphasis from ‘about us’ to ‘about the client.’

Learning Objectives:

Guide the room – marketers will learn to facilitate effective, efficient interview prep sessions and how to make the most of quick turnaround shortlist timeframes

Give critical feedback – marketers will learn to give valuable coaching notes without triggering insecurity in speakers, and to use AI coaching tools that can help each presenter become a more confident, prepared, and persuasive speaker

Engage leadership – attendees will leave the session with practical guidance on a) how to make sure leaders stay involved, b) set the tone for the group, and, most importantly, c) commit to practice!

Support green presenters – marketers will learn strategies and coaching tactics to provide additional support, offer additional feedback and AI training tools, and build confidence in newer presenters

About Speaker 1: Beth Musacchio, CPC, is the Director of Marketing for ARC/ Architectural Resources Cambridge, a Boston-based architecture and interior design firm. She has over 15 years of industry experience, including positions in architecture, engineering, and construction management firms. At ARC, Beth is a member of the firm’s strategic leadership team. Beth is a Certified Professional Coach (CPC) by the Institute for Professional Excellence in Coaching (IPEC), specializing in presentation skills, effective communication, and leadership development. She earned a B.A. in Journalism from Northeastern University.
About Speaker 2: Mike Reilly, FSMPS, is a communications and public relations consultant working with B2B clients on strategy, training, research, content writing, and publishing. In addition to his consulting and training work, Mike is an adjunct professor at Boston University’s Questrom School of Business, teaching the “Leadership Communications” course to MBA students. He also teaches the “Leadership and Executive Presence” course at BU’s Center for Professional Education. Mike is a past national and Boston chapter president of SMPS, and a recipient of the Weld Coxe Marketing Achievement Award, the Society’s highest individual honor. He earned an MS in Communications from Boston University and a BS in Journalism from Suffolk University.
March 31, 2026
2:45pm-3:45pm

Location: East Ballroom
Steven Gallo, Vice President of Client Services, Reputation Ink
Session Description:

This session explores how AEC firms can use executive visibility, storytelling, and people-first content to build trust, differentiate themselves, and connect more meaningfully with clients, recruits, and industry influencers. From refreshing bios and leveraging LinkedIn to producing authentic video content and elevating internal voices, you’ll learn strategies for putting people — not just capabilities — at the center of your marketing. Whether you’re a marketer looking to amplify your firm’s thought leaders or a BD pro wanting to build deeper client rapport, you’ll leave with tools, examples, and a roadmap for making your firm more relatable, recognizable, and respected in an AI-saturated world.

Learning Objectives:

Understand why humanizing your firm is a strategic imperative in the AI era

Learn tactics for building executive visibility across platforms

Turn bios into brand tools and SMEs into storytellers

Build ideas for people-driven social, video, and culture content

Develop a repeatable framework to elevate your firm’s human voice

About the Speaker: Steven Gallo is Vice President of Client Services at Reputation Ink, a PR and thought leadership agency for AEC and other professional services firms. He leads client strategy, team development, and agency operations, helping technical experts turn their insights into visibility and influence. With a background in journalism and brand storytelling, Steven has led award-winning campaigns for national AEC firms and currently serves as president of the SMPS North Florida chapter.
March 31, 2026
2:45pm-3:45pm

Location: Chinese Ballroom
Bonnie Kittle, Art Director, Clockwork Design Group, Inc
Session Description: In an industry where proposals often determine whether a firm wins or loses millions in work, design is not decoration—it’s strategy. This session will show AEC marketers how to apply timeless design fundamentals to create proposals that are not only beautiful but also clear, persuasive, and memorable. Attendees will learn how to use hierarchy, typography, and visual storytelling to guide reviewers through content, highlight differentiators, and make technical information more engaging. With real-world before-and-after examples, this session will equip marketers with practical tools they can bring back to their firms immediately—raising the bar on how proposals look, read, and feel. In today’s competitive landscape, proposals are more than submissions—they are opportunities to showcase a firm’s capabilities, culture, and credibility. When designed well, they don’t just inform—they influence. Because in the end, a winning proposal isn’t just polished—it’s monumental.

Learning Objectives:

Understand how design fundamentals and often simple, minimal adjustments can influence proposal readability

Learn how to use layout, typography, imagery, and visual hierarchy to create persuasive proposals

See how to translate complex technical content into compelling visuals

Discover how effective design can influence key decision-makers as they review competitive proposals

About the Speaker: Bonnie Kittle is a seasoned graphic designer with more than a decade of experience helping firms elevate their brand presence and win work through thoughtful design. Since joining Clockwork in 2012, she has partnered with professional service firms to craft proposals, websites, and visual identities that stand out in competitive markets. With a Bachelor of Fine Arts in Graphic Design, Bonnie blends strategic thinking with creative execution, ensuring that design is never just decoration but a tool for clarity, persuasion, and impact. She is passionate about helping clients differentiate themselves from the competition, believing that a memorable brand and intuitive user experience can transform both how firms are perceived externally and how they thrive internally. Known for her ability to turn complex ideas into clear, compelling visuals, Bonnie loves a creative challenge and is dedicated to helping AEC marketers use design as a driver for growth and success.
March 31, 2026
2:45pm-3:45pm

Location: Palm Court Ballroom
Allison Tivnon, Principal Marketing Strategist, AEC Pursuit Strategies
Session Description: A firm-wide strategic plan is supposed to be our best shot at navigating economic and industry turbulence but often feels more like an exercise in aspiration—something that makes us *feel* focused, but never really makes a sizable dent in the challenges. Marketing is often in the hot seat in terms of carrying out critical objectives of the plan yet often has a back-seat role in its development. Because of this, the vast majority of strategic plans sit dormant, gathering digital dust while staff work in vacuums trying to address issues and obstacles as they arise. But the truth is, for every advancement made for your department, every great idea, every efficiency, it will always remain slightly untethered, skittering over the surface of true structural improvement unless it is directly aligned with the strategic plan. And the strategic plan itself will always be aspirational—the goals slightly out of reach—unless Marketing has a key seat at the table during its development. In this session we explore the common missteps firm leaders make when developing a strategic plan and what Marketing can do to help prevent it from happening the next time around.

Learning Objectives:

Persuasively inform your firm’s approach to strategic planning

Scale planning by firm size and across divisions and departments

Effectively and influentially craft and communicate the plan

Create implementation plans that can actually be implemented

About the Speaker: Allison Tivnon is a strategic advisor for AEC firms across the U.S. and an elected official serving as a City Councilor in Beaverton, Oregon. An engaging thought leader in our industry, Allison has presented to over 20 SMPS chapters, multiple SMPS regional conferences, as a keynote panelist at SMPS Amplify, and has appeared in The Marketer. She is also the author of Marketing at Low Tide: How to Recession-Proof Your Marketing Department.

Wednesday, April 1

April 1, 2026
9:00am-10:00am

Location: Palm Court Ballroom
Tawania McFadden, Founder & CEO, TMAC
Session Description: In an industry defined by precision, performance, and partnership, many AEC firms struggle to translate technical excellence into a brand story that truly resonates. A strong brand blueprint—one that aligns vision, voice, and visibility—can elevate a firm from being simply qualified to being unmistakably preferred. This session introduces a practical framework for building a cohesive brand blueprint tailored to the AEC marketplace. Through interactive polling and small-group discussions, participants will benchmark their own branding efforts, uncover shared challenges, and explore what it takes to craft messages that connect with clients, teaming partners, and talent. Attendees will leave with actionable tools—including a self-assessment worksheet—to identify gaps in their branding process and steps to strengthen market perception. By surfacing real-time feedback from peers, this session also highlights emerging industry trends, giving participants insight into how their branding challenges compare to others in the field. The result: an engaging, collaborative discussion that equips AEC marketers and leaders to clarify their value, stand out in pursuits, and lay the foundation for “monumental” visibility.

Learning Objectives:

Define the core elements of a brand blueprint and understand how they apply uniquely to AEC firms

Assess your current branding practices using a guided self-diagnostic and compare results with peer input

Identify common pain points and misalignments that weaken market positioning—and explore practical solutions used by leading firms

Apply storytelling and strategy techniques to develop messaging that differentiates your firm in pursuits, recruitment, and long-term client relationships

About the Speaker: Tawania McFadden, Founder and CEO of TMAC, leads a growth marketing boutique agency helping build brand equity into scaling small to medium sized businesses. She specializes in uncovering what truly drives your brand forward—whether it’s refining the brand identity, mapping the customer journey, or building a memorable experience that converts. With a deep understanding of how strategy, storytelling, and technology intersect, her firm creates marketing solutions that are not only innovative but designed for long-term growth. Her firm partners with growth-minded companies that are ready to move beyond surface-level marketing tactics and embrace a data-driven, brand-first approach. By combining AI-enhanced creative strategies with proven growth frameworks, she empowers her clients to strengthen their market position, attract high-quality customers, and maximize ROI. Ms. McFadden brings over fifteen years of experience spanning across many industries, including working at an architect and engineering firm. She holds a Master of Science degree in marketing management and has performed work in the federal, state, and local industries with experience in overseeing integrated marketing campaigns, community-based marketing programs, cause-related marketing, and large-scale events.
April 1, 2026
9:00am-10:00am

Location: Chinese Ballroom
Briana Carter, CPSM, Marketing Manager, Page, now Stantec
Session Description: Consultants can make or break a pursuit, yet they’re often pulled in late, handed unrealistic deadlines, or treated like content vending machines. This session flips that script by showing marketers how to treat consultants as true partners by bringing them into the process early, setting expectations that stick, and building stronger, more collaborative relationships. Attendees will walk away with sanity-saving strategies for managing consultant contributions, reducing last-minute fire drills, and creating proposals that reflect the full strength of the team. This session equips AEC marketers with practical tools to transform consultant chaos into consultant collaboration.

Learning Objectives:

Share real-world challenges (and wins) in managing consultant content with peer-tested survival strategies to keep pursuits on track

Explore strategies for engaging consultants earlier in the process and put those into practice while in the room meeting new people

Learn practical ways to set deadlines that stick and respect everyone’s bandwidth

Trade relationship-building hacks to turn consultants into long-term allies

About the Speaker: Briana Carter is a clever, resourceful marketing professional, a self-proclaimed “Chaos Coordinator,” and proud mom of twins who knows how to turn everyday conversations into strategic gold. Since joining the AEC industry in 2017, she has built her career at the intersection of storytelling and strategy by transforming proposal chaos into clarity and content scraps into full-blown campaigns. Having worked across the “A,” the “E,” and the “C,” Briana understands the quirks of each discipline and how to navigate the consultant dynamics and content wrangling that come with them. Her experience inside architecture, engineering, and construction gives her a 360-degree perspective on bridging disciplines, gathering input, and keeping pursuits moving forward with purpose. Beyond proposals, Briana is driven by how design shapes human experience. She is an advocate for women in construction and STEM, inclusive practices, and diverse design. A past Chair of SMPS’s Human Experience in Business (HXB) Committee and an active speaker for SMPS and Proposal Industry Experts (PIE), she leads with empathy, energy, and strategy. Whether wrangling SMEs, mentoring peers, or championing DEI, Briana brings both heart and hustle to everything she touches.
April 1, 2026
9:00am-10:00am

Location: East Ballroom
Karl Feldman, Managing Partner, Hinge
Katy Pultz, CPSM, Managing Director of CX & Strategy, Hinge
Session Description:

The buyer landscape has changed significantly, and marketers need to adapt to new priorities and behaviors. This presentation, moderated by Karl Feldman and Katy Pultz, will use hot-off-the-press 2025 research data from AEC firms to explore what's top of mind for buyers today. The session will include data-backed discussions on how things have changed over the last few years. We will discuss how buyers evaluate service providers, the factors that influence their final selection, and the roles of RFPs and B2B relationships in a new market. Attendees will gain a data-backed understanding of the modern buyer and leave with practical strategies for adapting their marketing plans to align with current buyer behaviors. This presentation will also cover best practices for building relationships during the buyer journey and will connect research findings to real-world applications.

Learning Objectives:

Understand recent changes in the AEC buyer landscape

Identify what today's AEC buyers prioritize at different stages of the buyer journey

Learn how to adapt marketing plans accordingly to fit new AEC buyer behaviors

Gain insights into what leading AEC professionals are doing to build relationships and use research to connect to best practices

About the Speakers:

Karl Feldman, Managing Partner at Hinge, oversees the company's daily operations and technology while also leading its AEC growth practice. He brings a unique background as an entrepreneur, marketer, and engineer to help clients outperform the marketplace. Prior to Hinge, he was the Director of Marketing for a top-50 US general contractor and has led marketing for brands like Herman Miller and Harley Davidson. An expert in high-growth strategies, Karl is a frequent writer and speaker on professional services marketing. He is also a co-author of The Visible Expert® Revolution and an instructor in The Visible Expert Course. A hobbyist builder of gadgets, Karl studied computer science at Virginia Tech and lives in Washington, DC.

Katy Pultz, CPSM, is a Managing Director of CX & Strategy at Hinge, where she advises AEC companies on how to handle difficult branding challenges and increase their market presence. With two decades of experience in marketing communications, including more than a decade in-house, she acts as a client advocate, ensuring her team understands each client's unique perspective. Before joining Hinge, Katy led marketing for a global defense contractor and worked in corporate communications for VNU Business Media and as a public relations specialist for Deltek. She studied Media Arts and Design with a concentration in corporate communications at James Madison University.
April 1, 2026
10:15am-11:15am

Location: Chinese Ballroom
Dawn Porcellato, Practice Area Leader-Business Development, RWDI Climate & Performance Engineers
Session Description: AEC firms are under pressure to do more with less; competing for talent, navigating market disruption, and proving marketing ROI. For SMPS professionals, this means rethinking how business development and marketing strategies are executed. While relationship-building remains at the core of success, today’s leaders must also harness CRM, AI, and digital tools to stay competitive. This session is relevant and timely because it bridges traditional client development with emerging technologies, offering SMPS members practical strategies to translate data into decisions, streamline pursuits, and elevate firm visibility. Attendees will gain actionable insights to strengthen client relationships, prove impact, and position their firms for MONUMENTAL growth.

Learning Objectives:

Translate technical expertise into client-centered messaging that resonates with decision-makers and differentiates their firms in competitive pursuits

Leverage CRM, AI, and digital platforms to capture business intelligence, strengthen pursuit planning, and demonstrate measurable ROI for marketing and BD initiatives

Engage technical teams as active allies in the business development process by building trust, fostering collaboration, and aligning pursuit strategies with project delivery

Develop a culture of intentional relationship-building that combines traditional client development with digital innovation to support long-term growth and resilience

About the Speaker: Dawn Porcellato is a seasoned business development and marketing leader with more than 25 years of experience in the AEC industry. Throughout her career, she has positioned firms for growth by leading strategic pursuits, strengthening client relationships, and elevating brand visibility in highly competitive markets. Her expertise spans business development leadership, client engagement, and the development of high-performing marketing and BD teams. What sets Dawn apart is her ability to bridge traditional relationship-driven business development with today’s digital transformation. She holds multiple Microsoft certifications in Dynamics 365, Power Apps, Power BI, and Customer Insights, making her one of the few AEC professionals who combine deep industry knowledge with hands-on expertise in CRM, AI, and marketing automation. This unique perspective allows her to translate technical tools into practical strategies that drive measurable marketing ROI and long-term client growth.
April 1, 2026
10:15am-11:15am

Location: Palm Court Ballroom
Troy Parkinson, Principal, SagePresence
Session Description: Winning work in the AEC industry doesn’t stop at strategy; it’s about how your team shows up in the room. Too often, firms spend countless hours on pursuit planning and proposals but limited time on the vital step of coaching presenters to deliver with clarity, confidence, and impact. This session introduces a practice-based coaching model that firms can use to elevate their teams’ presentation skills at every level. Through interactive exercises and real-world examples, attendees will learn how to turn practice into presence and transform project managers, marketers, and technical experts into persuasive, client-ready presenters. You’ll walk away with simple tools to embed presentation coaching into your culture, ensuring your firm consistently makes a monumental impression when it matters most, so they can be the team owners want to work with.

Learning Objectives:

Apply a step-by-step coaching model to strengthen team presentation skills

Transform practice sessions from “run-throughs” into confidence-building experiences

Equip technical experts with tools to communicate clearly and persuasively

Foster a culture of coaching that elevates presentation outcomes firm-wide

About the Speaker: Troy Parkinson is driven by a deep passion for fostering meaningful connections with individuals, communities, and businesses. He thrives on helping teams express themselves with confidence and clarity. During his two decades in the film and television industry, he worked on projects for HBO, Netflix, Discovery, and History. At SagePresence, Troy has coached and trained companies to over $5 billion in project wins, helping teams increase their confidence and communication skills for live, virtual, and hybrid presentations. He has presented at numerous local, regional, and national SMPS, AIA, ACEC, and AGC industry conferences and events.
April 1, 2026
10:15am-11:15am

Location: East Ballroom
Kayla McCause, MS, LSSGB, CPSM, Marketing Strategist, Dragonfly AEC Consulting
Session Description: Customizable AI assistants (commonly called GPTs) are one of the most practical and powerful applications of generative AI for AEC marketers today. While many professionals are experimenting with prompts, few know how to take the next step: building assistants trained in their firm’s brand voice and equipped to handle repetitive tasks with consistency. This session helps attendees move from experimenting with prompts to building powerful GPTs they can trust in daily work. It is timely because it goes beyond surface-level AI conversations and delivers practical, actionable steps. Attendees will learn exactly how to design, train, and apply GPTs to proposals, promotional activity, and content development, while also understanding the limits and guardrails that keep content credible. For SMPS members, this means improving efficiency, protecting brand integrity, and positioning themselves as AI leaders inside their firms.

Learning Objectives:

Define what GPTs are and explain how they move beyond basic prompting

Identify at least three marketing tasks where GPTs can improve efficiency and consistency

Design a GPT-style assistant by setting clear instructions and uploading firm-specific resources

Train and test a GPT to reflect their firm’s unique brand voice and style

About the Speaker: Kayla is a marketing strategist and consultant with over 15 years of experience helping AEC leaders build smarter, more efficient marketing and business development systems. As Marketing Strategist with Dragonfly AEC Consulting, Kayla has worked with architects, engineers, and contractors across the country to design strategies that are clear, actionable, and people-first. An early adopter of AI for marketing, Kayla has developed custom GPT-style assistants for real-world applications including proposal development, project descriptions, brand voice alignment, and marketing collateral. Their approach bridges technical innovation with day-to-day usability, making AI practical, not overwhelming, for busy marketers and firm leaders. Known for a candid, energetic speaking style, Kayla has presented workshops and training sessions for SMPS chapters, AEC firms, and industry events. They are passionate about giving marketers the tools and confidence to lead monumental change inside their firms.

Wednesday, April 23

Rohan Jawali
April 23, 2025
9:00am-12:00pm
Session Description: Whether you're drowning in daily tasks or looking to push the boundaries with innovative strategies, AI is here to transform your workflows. Led by AEC technology expert Rohan Jawali, this hands-on workshop will provide practical insights on using AI to streamline content creation, proposal development, and overall marketing strategy. You'll explore AI-powered tools that optimize content and proposal workflows, and participate in hands-on exercises to create prompts that solve real-world tasks. Rohan will guide you step-by-step to ensure you walk away with a clear, customized AI strategy and actionable next steps that you can immediately apply to enhance your team's efficiency and impact.
About the Speaker: Devoted to innovating and improving the built environment. With over 15 years of construction and technology experience, Rohan Jawali has committed his professional career to solving the challenges of the built world. Following his graduation from Texas A&M University, Rohan joined Hensel Phelps as a field engineer delivering numerous landmark construction projects. From there, Rohan was promoted to VDC Manager, where he assisted in the development of the company’s technology and innovation programs, including BIM, VR, AR, robotics, AI and machine learning. During this time, Rohan gained a front-row seat to the technology challenges construction companies were faced with and it was then that Rohan envisioned a tool to help solve those challenges. From this desire to alleviate inefficiencies in AEC, Joist AI was born. Today, as the founder and CEO of Joist AI, Rohan oversees the operations and advancement of Joist AI, including innovation, product development and strategic growth. When Rohan isn’t geeking out over new technology or on the road at speaking engagements, he devotes every moment he can to his wife and two sons. The Jawali family enjoys the great outdoors, hiking, biking and taking advantage of the California landscape.
Laura Schanz
April 23, 2025
1:00pm-2:30pm
Session Description: In this session, participants will learn how to transform subject matter expertise into true leadership effectiveness by cultivating a leadership mindset. Leaders often rise to their roles based on technical skills, but becoming an effective leader requires intentional introspection and behavior-based growth. We will explore how to identify and overcome self-limiting beliefs, enhance leadership behaviors, and increase adaptability. Leveraging trends from both inside and outside the A/E/C industry, this session equips leaders with the tools to be more impactful, leading themselves and their teams with purpose and effectiveness.
About the Speaker: Effective September 1, 2016, Laura relaunched her solo consulting practice as a Senior Consultant. Laura Schanz Consulting Associates, LLC provides Values Driven Solutions in the areas of Consulting, Coaching and Course Facilitation to businesses and not for profit organizations. Laura began her professional life in the Property and Casualty Industry and maintains her Pennsylvania Property and Casualty Insurance Broker license. Prior to relaunching her own firm, she was involved from 1998 until 2016 with various Central Pennsylvania businesses serving as a Leader, Manager, Owner, Chief Operating Officer, and President. Ms. Schanz held the Certificate in General Insurance, the Certified Insurance Counselor (CIC) and Certified Professional Insurance Woman (CPIW) designations during her insurance career from 1980 to 1997. She has been authorized as a Blanchard Solutions Group Raving Fans presenter and is a graduate and former national faculty member of the Excellence in Speaking Institute®, Charlotte, North Carolina. Additionally, Laura is a certified Gallup Clifton Strengths Finder Coach having achieved the designation in 2022. She earned a bachelor’s degree in Business and Professional Studies from Elizabethtown College, Elizabethtown, PA in 2007 and was conferred an Honorary Doctor of Business Administration in May 2019. Laura has been awarded the 2002 Lancaster Chamber of Commerce and Industry’s Athena Award and was also the recipient of the Lancaster County Career and Technology Center’s Distinguished Alumni Award. Most recently, she served on the Elizabethtown College School of Business Dean’s Board of Advisors and began her graduate level teaching responsibilities at the Elizabethtown College School of Business in spring 2023. Her 40-year board and community service include numerous not-for-profit organizations and she is committed to giving back at her place of worship and in the community as a frequent volunteer, mentor, coach, facilitator, emcee, and keynote speaker.
Courtney Vance
April 23, 2025
2:45pm-4:15pm
Session Description:

Are you spending countless hours sorting through data with minimal results? Imagine quickly transforming complex data into clean, actionable insights! When you learn to embrace time saving tools like Microsoft Excel and Generative AI, you can ditch the repetitive data tasks and start spending more time on strategic work. Attend this workshop to learn how to activate Excel to optimize your data workflows, using practical techniques that turn routine tasks like data collection and preparation into streamlined efforts. Master formulas that will save you time and help you work more accurately. Explore how to efficiently verify and organize rows of data, making the process fast and effective. Translate your data into near-instant graphical representations using cutting-edge AI tools.

Courtney Vance’s passion for Excel is contagious and will shine as she shares her go-to formulas and the timesaving, efficiency-boosting tips she uses every day to quickly and accurately clean, prepare and analyze her clients’ data. You are sure to enjoy this fun and valuable workshop. Join them to harvest valuable insights from your data and cultivate a stronger, clearer, more efficient approach to data management.

This workshop begins with a fun, hands-on exercise to illustrate the journey of plowing data to grow it into an impactful finished product. Attendees will also receive a link to a landing page hosting the downloadable slides, links to resource material, example spreadsheets and other helpful tools and tips.

The learning outcomes for this workshop are:

Discover GenAI tools to simplify tasks and uncover insights in your data

Identify go-to Excel tools and formulas to help you save time

Turn raw data into polished visualizations using AI tools

Uncover and communicate the inspiring story in your data

About Courtney Vance: Courtney Vance is a Senior Project Manager and one of the many approachable data nerds at CKearney Consulting. With a passion for making data accessible and actionable, Courtney excels at transforming complex graphic visualizations into compelling narratives that not only inform but also inspire action.
Special session for first-time conference attendees
April 23, 2025
4:15pm-5:15pm

Description: Are you new to SMPS NERC? Is it your first time attending? Join us for an exciting and welcoming First-Timers session at the SMPS NERC Conference! This fun-filled kickoff is designed to help you plow right into the conference experience, with a friendly atmosphere to make new connections with other first-timers. You will get tips on navigating the conference, using the conference app, and making the most of your time here. Don’t miss this opportunity to start your conference on a high note and make the most of SMPS NERC 2025!

Thursday, April 24

Jen Slaw
April 24, 2025
8:30am-10:00am

Heritage Ballroom
Session Description:

There’s nothing quite as perfect as juggling - the metaphor and the process - for embodying a growth mindset. Juggling is a combination of throwing and catching. When we make better throws, we make more catches. When we are present and open to receive catches from others, we can connect and spark transformation in relationships and culture.

We’ll touch on keys to positive culture and sustaining growth and innovation in times of change:

Win More Business - Firms embracing continuous learning and improvement are better positioned to win more work.

Innovate Through Change - Creative solutions for improving work-life integration & employee engagement result in greater agility and resiliency.

Lead With Connection - Effective collaboration & communication are essential for growth.

You’ll leave with a four-step mantra to be more resilient, adaptable, and better able to connect and support each other as you continue to cultivate growth.
About the Speaker: Jen Slaw works with organizations to create more positive work environments, improve team engagement, and navigate change with a growth mindset. She’s been hired across industries for companies like Nikon, Con Edison, American Express, Turner, Skanska, Deloitte, Bristol Myers-Squibb, and First Energy. A former structural engineer and world-record-holding expert juggler, she's shared her unique perspective on major TV network news / morning shows, the Late Show with David Letterman, Off-Broadway and TEDx stages. She holds degrees in engineering and art from Swarthmore College and also directs the non-profit Juggling Life, inspiring youth through interactive arts programs to redefine what’s possible. www.jenslawspeaks.com
Julie Huval, FSMPS, CPSM
April 24, 2025
10:15am-11:15am
Session Description: In the AEC industry, understanding the direct impact of marketing efforts on revenue is crucial for strategic growth. This session will dive deep into the formulas, techniques, and best business practices for accurately tracking and attributing revenue to marketing activities. Attendees will learn how to set up simple tracking systems, interpret data for actionable insights, and demonstrate marketing's value to executive leadership, ensuring every dollar spent contributes to the bottom line.
About the Speaker: Julie Huval, FSMPS, CPSM is the owner of Marketing Operations Advisor and helps companies improve the business of marketing. Based in the Dallas area, Julie has been in the AEC industry for 20 years and has grown marketing departments and companies throughout her career. She is a sought after industry author and public speaker on marketing, technology, and business leadership. Julie has presented at several SMPS chapter events and regional conferences, The Pinnacle Experience, Build Business, and AGC Annual Convention. She is an At-Large Director on the SMPS national board.
Jeffrey Lynch, MA, CPSM
April 24, 2025
10:15am-11:15am
Session Description: Understanding the roles, challenges, and agendas of various project stakeholders helps AEC marketers to better tailor deliverables and marketing communications. Marketers will gain insight into the responsibilities and contractual relationships of all members of the project team. We review the major project delivery methods, including design-bid-build, design-build, construction management, and IPD, and discuss how each stakeholder contributes to, and is affected by, the process. We demonstrate how an understanding of the delivery methods and contract documents chosen by our clients provides clues to the issues that are most important to them.
About the Speaker: As Senior Advisor with BluePrint Growth Consulting, Jeffery works with a/e/c owners and professionals to plan and execute effective business development strategies for growth. He has over thirty-nine years of experience in the construction industry, including project management, estimating and preconstruction management, business development, and marketing. Jeffery holds a B.S. in Engineering Management, and an M.A. in Corporate Communication. He is Certified Professional Services Marketer, and a 21-year member of SMPS. He has served on numerous boards for professional and industry organizations. Jeffery has presented for a number of organizations on the topics of professional services marketing, project delivery,
Jeff Taub, FSMPS, CPSM
Alex Ray
April 24, 2025
10:15am-11:15am
Session Description: In September 2024, AKRF changed everything but its name in rebranding the firm for the first time in two decades. The fast-paced tale of this rebrand—from pitching the Board of Directors on the project and partaking in thoughtful messaging and visual identity exercises to preparing a Brand Book and celebrating the launch with photo apps and playlists—will be apropos to the ambitions of branders, re-branders, and non-branders alike. Each step of the rebranding process from ideation to implementation will highlight an essential skillset—such as research, communication, and collaboration—applicable to just about any role in the AEC marketing profession.
About Jeff Taub: Jeffrey Taub, FSMPS, CPSM, is the Senior Vice President for corporate marketing at AKRF, a 400-employee consulting firm based in New York City. Jeffrey leads firmwide strategy for marketing, branding, and communications; directs preparation of the strategic, business, and annual plans; and contributes to numerous special projects for the CEO and Board of Directors. He is a National Fellow of SMPS and a member of the inaugural SMPS Fellows Committee; co-authored the new MARKENDIUM Domain 2; and co-chairs the SMPS New York Mentoring Program.
Jeffrey co-presented “Positioning for Success: Marketing Beyond Proposals” at the SAME Small Business Conference in 2019 and has since served as a presenter, panelist, and facilitator for numerous in-person and virtual SMPS New York events. These include presenting “Demystifying the Elevator Speech” for the SMPS New York Mentoring Program in 2024 and being a panelist at SMPS Upstate New York's 40th Celebration.
About Alex Ray: Alex Ray is a Strategy Director at TOKY, a brand experience consultancy in St. Louis. He leads research, strategy, and brand language initiatives, with a primary focus on the built environment. As a writer and a strategist, Alex has spent his career seamlessly moving between the worlds of creative, research, and strategy. He has helped shape the creative and strategic direction of some of the biggest players in A/E/C, healthcare, life sciences, and consumer technology.
Jennessa Durrani, MBA
April 24, 2025
11:30am-12:30pm
Session Description: Struggling to get buy-in on new initiatives? Frustrated with constant pushback from stakeholders?
Learn a proven facilitation approach that transforms naysayers into collaborators by involving all shareholders in the process. You'll discover how to turn frustration into pride by giving each stakeholder a voice, making them feel invested in the outcome. Stop the endless battles and start building partnerships that lead to successful initiatives. This is a must-attend event if you’re ready to get everyone on board and move your projects forward with confidence!
About the Speaker: Jennessa Durrani is a dynamic speaker, trainer, and coach with over 15 years of experience in leadership development and team building across corporate and nonprofit sectors. Known for her infectious energy, humor, and creativity, Jennessa crafts engaging experiences through assessments, interactive workshops, retreats, and 1:1 coaching. She believes in building confidence, camaraderie, and effectiveness, making learning both fun and impactful. Jennessa holds a Bachelor of Fine Arts from Iowa State University and an MBA from Northeastern University. As a certified DISC & VALUES Coach, Certified Bigger Game Trainer, and certified in NLP, Hypnotherapy, EFT, TIME Techniques, and Success Coaching, she empowers individuals to harness self-awareness and align their passions with purpose.
Briana Carter, CPSM
April 24, 2025
11:30am-12:30pm
Session Description: Your firm has created a strategic framework that was designed to be your guiding light for the next three to five years. Senior leadership and your c-suite and/or firm owners (hopefully, with the help of great marketers and storytellers) have crafted and shared your defined vision, mission statement, and core values, so what does that leave for you to do to support your company? Actually, quite a bit! No matter your position, you can align yourself with your firm's common vision and strategy. With these goals clearly outlined, you are poised to lead yourself and your marketing team to create internal and external collateral, boilerplate narratives, and social media campaigns that can help you meet your brand's promise.
About the Speaker: Briana Carter, CPSM, is a seasoned Marketing Strategist at Page. She has been in the industry since 2017 and has experience working in the “A,” the “E,” and the “C.” She found her niche as a visual storyteller who sells relationships, experience, and quality work.
Ida Cheinman
April 24, 2025
11:30am-12:30pm
Session Description: AI is changing how we do marketing. It can create highly personalized and conversational experiences, understand buyer intent and preferences, and automate processes. What it cannot offer is empathy and authenticity – the fundamentally human qualities essential for building strong, lasting customer relationships. As the lines between “human” and “artificial,” “real” and “fake” are getting blurry, trust has become the most valuable business currency. The session will show how by harnessing the power of AI and combining it with human-only strategies that build trust in today’s digital-first business environment, you can propel your firm (and your career) forward.
About the Speaker: Ida Cheinman is the principal and creative director of the brand strategy, design and digital firm Substance151. Using her 25 years of experience as a brand strategist, designer, marketer, and educator, Ida helps business leaders and marketing professionals make sense of trends, tools, and best practices in order to position their firms to win in the 21st century’s fast-changing and extremely competitive marketplace.
Wendy Simmons
April 24, 2025
1:30pm-2:30pm
Session Description: Under a deadline, competencies turn into overdone strengths and these unchecked “wildcard” personalities can derail the pursuit process and lead to marketer burnout. This interactive session addresses distracting personalities and tips for curbing counterproductive tendencies. Attendees will identify their own overdone strengths and what they need to be successful. This session will leave attendees with language about an overlooked topic that results in millions of dollars of lost revenue.
About the Speaker: Wendy Simmons is the founder and principal marketing strategist at Middle of Six, a marketing consultancy 100% dedicated to the A/E/C industry. Starting as a solopreneur in 2017, she’s since turned her company and team into a resource (dare we say “haven”) for marketers who were tired of doing things the same old way. Having worked with over 130 clients on countless proposals and interviews, Wendy is excited to share her tips for approachable and effective business development techniques. Wendy has been a member of SMPS’s Seattle Chapter since 2008 and is the host of The Shortlist, a podcast about all things A/E/C marketing which received an SMPS Marketing Communications Award (MCA) Award of Excellence in 2022 and her firm recently accepted the inaugural Best of Show "golden award" for Middle of Six's Wildcard Campaign. Wendy is a frequent speaker at West Coast SMPS chapters and will be speaking at the Pacific Regional Conference in January 2025.
Lisa Frisbie
Susan Shelby
Chuck Raymond
April 24, 2025
1:30pm-2:30pm
Session Description: There’s a lot of noise out there about what an AEC marketer should be and do, and a lot of concern from up-and-coming professionals about how to stay relevant, competitive, and valuable. As marketers, we need to continue cultivating a solid understanding of the must-have skills that drive meaningful results. Strategic Thinking, Business Intelligence and Relationship Building are the cornerstones of maintaining a positive brand image within and outside the firm. This presentation will increase your understanding of your target market, guide you to take a proactive approach to reputation and crisis management and encourage personal engagement that will inspire trust and loyalty among your industry partners and clients alike.
About Speaker 1: Lisa is AGC MA Vice President of Member Services. She directs and oversees membership activities for the association including the development of programs, initiatives, and communications policies designed to retain and increase membership. Throughout her nine plus years with AGC MA, Lisa has contributed to the advancement of the industry through her work as the President of SMPS Boston, the AGC of America B.D. Committee, the AGC MA BWiC committee and the WIT IAB.
About Speaker 2: Susan Shelby, FSMPS, CPSM, ABCP, is the owner of Rhino PR, a consulting firm focused on meeting the unique needs of professional services firms since 2004. With 30 years of experience, Susan now utilizes her experience and expertise in teaching the art and science of PR to AEC marketers. A past president of SMPS Boston, Susan received the 2016 SMPS Boston Marketing Professional of the Year Award, which honors marketing excellence in the A/E/C industry.
About Speaker 3: Chuck Raymond, CPSM, is the Communications Manager for Weston & Sampson in Worcester, Massachusetts. A member of SMPS for 20 years, he has over 30 years of experience in the AEC industry, bringing a long-range view of the shifts that have taken place in the industry. Chuck is a three-time past member of the SMPS Boston Chapter Board of Directors and is currently serving on the SMPS Foundation Board of Trustees.
Deb Ellenberg
April 24, 2025
1:30pm-2:30pm
Session Description: What strategies and processes give your company a competitive edge in finding opportunities? If bidding is your #1 prospecting strategy, then you’re missing out. Stop playing the zero-sum game and start generating more conversations with ideal clients. During this session, we’ll identify the buying trends in construction and challenges of prospecting in finding and landing projects. We’ll define a five-step process for identifying opportunities, aligning business development and marketing efforts, and reducing time spent on RFPs that are never won.
About the Speaker: Deb Ellenberg is Vice President of Business Development at Greg Orth’s Sandler Training in Lancaster, Pennsylvania, Deb helps business leaders struggling to fill the pipeline, shorten the sales cycle, close more business, and increase margin by focusing on attitudes, behaviors and techniques for business growth. She is a saleswoman, corporate sales trainer, business coach – working with leaders in the AEC industry and guiding them through the Sandler process and system for prospecting, selling, managing and leading.
Ryan Suydam, CXMP
April 24, 2025
2:45pm-3:45pm
Session Description: In today’s competitive market, brands that listen to their clients cultivate deeper relationships and long-term loyalty. This session will explore how professional services firms can embed a feedback-first culture into their operations, using client insights to shape marketing strategies that resonate. Discover how to turn client feedback into powerful testimonials, real-time marketing content, and brand innovations that showcase your firm’s adaptability and client-focused approach. Learn practical ways to harness feedback to elevate your brand and drive growth.
About the Speaker: Ryan Suydam co-founded Client Savvy in 2004, to help firms create fierce client loyalty by designing, implementing, and measuring client experiences. He has coached over 650 organizations and over 30,000 professionals on the skills required to be “client savvy.” His clients are twice as likely to be recommended by their clients, three times as likely to realize above-average financial returns, and consistently attract and retain better employees. Ryan also founded and emcee’s the annual CX in Professional Services conference, bringing together hundreds of CX leaders across legal, accounting, AEC, and other professional services firms. Based in Raleigh, NC, he welcomes your questions at ryan@clientsavvy.com.
Tim Asimos
April 24, 2025
2:45pm-3:45pm
Session Description: This session offers A/E/C marketers actionable strategies to combat burnout and build resilience by leveraging workload management, AI tools, and creative collaboration techniques to overcome industry-specific challenges and foster a sustainable, well-balanced work environment.
About the Speaker: Tim Asimos is a catalyst for innovation in A/E/C marketing, bringing a fresh perspective and over 20 years of experience from within and beyond the industry. As Head of Growth at Client Savvy, Tim drives the client feedback software company’s growth strategies, leading business development, marketing, and communication. His forward-thinking insights have been featured in numerous industry publications, blogs, webinars, and podcasts. Tim’s inspiring keynotes and actionable breakout sessions have become fixtures at conferences across the country. He is a longstanding SMPS member and a Certified Professional Services Marketer (CPSM). He has spoken at dozens of conferences and AEC related events.
Tully Mahoney
April 24, 2025
2:45pm-3:45pm
Session Description: Data doesn't just talk; it shouts. From proposals to project recommendations, the clearer the message, the better. But let's face it, we've all been lost in a sea of confusing charts and overcrowded slides. This session is your lifeline.

Discover how to turn complex data into captivating visuals that speak volumes by embracing the power of white space, integrating words wisely, and decluttering like a pro. Explore strategies to collaborate closely with technical experts, gain their support, and leverage their expertise to motivate your audience into action. Get ready to supercharge your data stories for social media, proposals, and interviews.
About the Speaker: With a background in quantitative economics and writing, Tully brings both analytical and creative thinking to Page’s Storytelling team. She excels at simplifying complex ideas to make the architecture and engineering industry more accessible to a wider audience. Her approach enriches how information is crafted and told, fostering a deeper appreciation for the intricacies of design and architecture.
Danielle Diforio
April 24, 2025
4:15am-5:15pm
Session Description: As a Marketer in an A/E/C firm, you will likely be involved in a website redevelopment project at least once, if not more often, during your career. A full website redesign project can take six months to a year or more and require significant time and money. During the process, there are many “moving parts” and stages that are interrelated. Starting a component too early, or too late, can critically impact the timeline. A successful launch can bring praise and recognition, while delays and added costs can cause questions and frustration from firm management. Danielle Diforio of Clockwork Design Group will walk through the important steps and procedures to keep your website project on track based on 11 years of experience guiding marketers through website projects.
About the Speaker: As Clockwork's Account & Project Director, Danielle advises, collaborates, and smoothly guides clients through every step to keep projects on time and on budget. For over a decade, Danielle has educated clients on website best practices to ensure that their site is easy to use, navigate, and maintain. She utilizes Google Analytics and Search Console to help Clockwork’s clients understand their website traffic and make data-driven decisions. She is also an advocate for inclusivity and promotes the adoption of website accessibility guidelines to create websites and marketing materials that are accessible to all.
Rachelle Ray
Jeff Visnic
April 24, 2025

4:15pm-5:15pm
Session Description: Join Marketer Rachelle Ray and Engineer Jeff Visnic for a candid and insightful session designed to bridge the communication gap between proposal teams and technical staff. If you’ve ever struggled to get Subject Matter Experts (SMEs) to deliver content on time, or wondered why they seem disengaged, this session is a must-attend. Rachelle will share proven strategies to keep SMEs aligned with your proposal schedule, while Jeff offers a unique perspective from the technical side of things, providing communication techniques that foster collaboration. Walk away with actionable tips to reduce frustration and increase proposal success!
About Speaker 1: Rachelle has been writing proposals for 15 years. Having battled burnout at various stages of her career, Rachelle has become a passionate advocate for marketing education, increasing process efficiency, and facilitating conversations between proposal professionals and leadership. She works with individuals and teams to identify opportunities to improve their marketing efforts, increase communication, and ensure pursuits are given adequate resources in order to prevent staff burnout.
About Speaker 2: Jeff is a Certified Fearless Living Coach and founder of Reclamation Collaborative. Having spent 20+ years working in the construction industry, he has witnessed and experienced first-hand the impact your job can have on the other areas of your life if you don't vigilantly protect them. He provides the skills and tools people need to identify the elements of their lives that are most important and the support and accountability to help them live the life they want without sacrifice or regret.
Roger Grannis
April 24, 2025
4:15pm-5:15pm
Session Description: Would you like to have your cake and eat it too? THE YELLOW CAKE PRINCIPLE will show you how. Served up with a blend of actionable ideas and a generous dash of humor, the YELLOW CAKE PRINCIPLE provides the ingredients you need to connect, influence, and persuade. Need to increase revenues, deepen relationships with clients and colleagues, or recruit and retain employees more easily? Whisk your worries away. After this program, those interactions will be a piece of cake. The laughter is just the icing. Warning: THE YELLOW CAKE PRINCIPLE has zero calories but will improve business results.
About the Speaker: Roger Grannis is a sales communications expert and professional speaker. For more than 30 years, Roger has helped organizations of all sizes increase revenue, improve client satisfaction, and launch new programs with great success. Before founding GrannisGroup, in 2004, Roger spent 17 years at Gartner, the world’s leading technology advisory firm. During his tenure, he built the firm’s Sales Training Academy, helping grow revenues from $32 million to $850 million. Known for his energy, relatability, and humor, Roger is a TEDx speaker, the past president of the New England chapter of the National Speakers Association, and author of the book, THE YELLOW CAKE PRINCIPLE: YOUR RECIPE FOR INFLUENCE AND SUCCESS.

Friday, April 25

Scott Butcher, FSMPS, CPSM
April 25, 2025
9:00am-10:30am
Session Description: Design and construction firm leaders need to continually scan their environments to uncover trends that will impact their vertical markets, clients, and firms directly. This program will cover many of the trends or potential trends that are currently affecting design and construction firms - or are coming soon. This presentation captures more than two dozen of these megatrends and interprets them for AEC professionals and is continually updated to capture changes and disruptions in the market space..
About the Speaker: Scott D. Butcher, FSMPS, CPSM has spent several decades working to elevate the perception of marketing and business development in the built environment. As Managing Director, Strategic Growth Advisory for Stambaugh Ness, he works with AEC firms to drive corporate, sales, and marketing strategy. A prolific author and keynote speaker, Scott is a Certified Professional Services Marketer and Fellow of the Society for Marketing Professional Services, where he previously served on the board of directors and as president of the SMPS Foundation.
Gregory Hart
April 25, 2025
11:00am-12:00pm
Session Description: Now more than ever, it is critical to have high quality data to drive high quality strategic decisions. In this fast-paced session, PSMJ President Gregory Hart unpacks some of his firm’s latest analytics on which client markets are poised for the strongest (and weakest) growth in the next 24 months, the key trends that are driving new trends in financial and operating performance, and strategies that best-in-class AEC firms are using right now to achieve long-term success. You are sure to leave with new ideas, new thinking, and new energy for your firm’s next big growth moves.
About the Speaker: As President of the global AEC business performance improvement firm PSMJ Resources, Inc., Greg is passionate about helping AEC firm leaders strengthen their businesses to create lasting value. He began his career as a practitioner in the AEC space with his first job out of college as an Environmental Scientist with GEI Consultants, Inc. With that experience, and an MBA from Syracuse University, Greg began finding a passion for working ON the business as opposed to IN the business. Fast forward to today and Greg has now spent more than 17 years advising AEC firm leaders in areas such as strategic planning, mergers & acquisitions, succession planning, and many others.

As President of PSMJ, Greg is uniquely positioned to see some of the most significant trends and opportunities for AEC firms as well as how some of the high-performance firms are achieving outsized growth results. As the host of PSMJ's The $10,000 Hour monthly online broadcast, he is frequently sharing data and speaking with firm leaders and visionaries on a wide range of topics including market trends, innovation, culture, financial performance, recruiting, and more.
William Long, PE, LEED AP, FSMPS
April 25, 2025
11:00am-12:00pm
Session Description: It is difficult to resist pursuing “everything that is out there”; however, this is not a cost-effective way to prepare for the future. Bill Long will present an Account-Based Strategy that will reduce your BD expenses while simultaneously increasing your firm’s revenue and profit.

The proven strategy is a Five-Step process that he refers to as the TREAT Strategy - Target, Research, Execute, Assess, and Track.
Bill will lead attendees through a process of Targeting clients that will lead to more profitable work. Specific account planning for these clients encompasses the Research step. The Execution step will focus on the AEC Services Sales Cycle, specifically when a firm needs to establish credibility and trust. Ongoing Assessment and Tracking round out the strategy.
About the Speaker: William R. Long is an experienced member of the AEC community where he has been active for over forty years. During that time, Bill has held multiple positions at both design and construction firms including Principal, Vice President, Project Executive, Director of Business Development, Project Manager, and Project Engineer.
Bill’s expertise has evolved into providing effective consulting to firms within the AEC industry as well as leading coaching and training to the staff at these firms. Focusing on topics incorporating strategic planning, business development, firm leadership, communication, and project management, Bill’s passion is positioning firms and individuals for a successful future.

Bill is also an Adjunct Professor at Drexel University where he teaches courses entitled Project and Firm Management, Selling and Negotiating, and Professional Practice as well as at Marywood University where he also teaches Professional Practice - all to the next generation of AEC leaders. He is a Fellow in SMPS and is the recipient of the Honoring Legends Award from SMPS’s Philadelphia chapter. He is also a Past-Trustee and Past-President of the SMPS Foundation.
Joanna Kozlowski
April 25, 2025
11:00am-12:00pm
Session Description: As marketers, we're curious and driven. Many of us would describe ourselves as Lifelong Learners. What does this mean in practice? How do you keep yourself engaged - and build your expertise - when you may have limited resources? Where should you start, and how will you keep going?

In this fast-paced and active session, we will play with each learning style, building understanding through practical engagement. You will understand and map your individual learning style and begin a personal learning plan, as well as share resources with your peers. Tools used are no-to-low cost, allowing SMPS members to take this back to the office, building value for their firms.

Bonus: use these tools to learn more from the NERC conference experience! Instant ROI.
About the Speaker: Joanna (Hoffschneider) Kozlowski, combines business credibility and adult learning best practices to serve her clients. She builds trust and helps clients leverage their strengths to accomplish their individual and organizational goals. Joanna’s first career was in adult education, building an education and training practice focused on English language learners in Hong Kong. As an early career entrepreneur, building a business in her 20s, Joanna learned to design effective training, manage clients, and run a business. Leveraging her local knowledge as a long-term expat, she also provided educational and cultural advisory services.

Joanna’s second career, based in the Washington, DC, area, built on her lifelong adjacency to the architecture, engineering, and construction industries. As a career-switcher in her 30s, she brought maturity to the typically early-career generalist role of professional services marketing and earned increasing seniority in marketing, business development, management, and team leadership. In each of these roles, Joanna’s responsibilities included strategic planning, training, people leadership, and process implementation.

In 2018, Joanna returned to her entrepreneurial roots and founded Resolute Consulting LLC, providing a multi-faceted approach that brings together her first career in teaching and training with her second in marketing and business development.
Amy Zeigler
April 25, 2025
12:00pm-1:00pm, with 30-minute presentation beginning at 12:30pm
Session Description: Learn how The Hershey Company sold millions of chocolate bars without airing a single radio or TV commercial through the 1960s. Then, discover the man who turned that business model on its head, and breathed new life into America's favorite sweet treat.
About Speaker 1: Amy is the Senior Director of Education, Programs and Operations of the The Hershey Story Museum.
Carol Doscher
April 25, 2025
1:00pm-2:00pm
Session Description: Wait…what’s the “You-You Show”? An “Ugly Rehearsal”? No slides yet? How the… when the… where the? Experience this high-energy, interactive workshop that’s all about Activation & Motivation! Bring three game-changing soft skill tools to your shortlist interview teams for their own tickets to freedom, and set your colleagues up to WIN!

Along with reporting success using these strategic, practical techniques, our clients:

Delivered client-centric messages that spoke directly to the panelists

Boosted presenters' confidence exponentially so they could speak from their hearts with ownership and passion

Saved precious time in the interview prep process for presenters and support staff alike

About the Speaker: Carol Doscher, President & CEO (Chief Encouragement Officer), has been captivating audiences since she performed in Broadway’s “Sweeney Todd.” For this former actress turned trainer and coach, it’s not so far from the boards of Broadway to the boardrooms of America.

Since founding Graceworks in 1995, she’s trained thousands of AEC professionals globally to make that vital human connection in shortlist interviews, client meetings, conference presentations and lectures. Featured in The New York Times and on “Bloomberg Television,” also has published numerous articles on presentation and communication skills. Prior to her current work, she marketed design and construction services for many years.
Responding to the growing need for the human connection in the corporate world, Carol is a certified practitioner of Whole Brain® Thinking — a great tool to help people understand and leverage their own thinking preferences.
Cynthia Remine, CPSM
April 25, 2025
1:00pm-2:00pm
Session Description: The session explores transforming teams from Me to We by creating more teamwork/less competition. Discover how adopting an abundance mindset revolutionizes team dynamics, fosters collaboration, and expands your professional network to drive your business. For the leader: Are you actively helping your team grow and thrive? Or do you believe another's success means there's less for you? Are you training your successor?Operating in abundance fills your pipeline of talent who want to work with you. Learn how adopting this leadership style helps you, your team and firm thrive. For the team member: One person with an abundance mindset can turn the tide. You learn practical strategies to “manage up & out" cultivating an abundance culture of generosity and continuous growth, essential for success.
About the Speaker: Cynthia builds exceptional teams by unlocking the power of abundance-based leadership. As the driving force behind marketing and business development at Reaveley Engineers in Salt Lake City, Utah, she brings a wealth of knowledge, with over 27 years of invaluable experience in the AEC industry, spanning architecture, construction, and engineering. Cynthia has a passion for mentoring and is dedicated to helping others enhance their leadership skills. Her mission is clear – to empower others to make a meaningful impact on their respective firms. Cynthia's unwavering commitment lies in reshaping team dynamics to deliver proposal excellence. This transformative approach results in a loyal team committed to each other and their firms, fostering an environment of collective success.
Morgan Rooney, CPSM
Nicole Pesce, CPSM
April 25, 2025
1:00pm-2:00pm
Session Description: This session will empower attendees with advanced LinkedIn strategies to enhance marketing efforts and organic business development. Equipped with practical techniques and communication skills, participants will now be better positioned to foster meaningful client relationships and drive measurable success. By understanding the power of leveraging LinkedIn for team growth, attendees can contribute significantly to their firms’ business objectives, thereby ensuring a high return on investment.
About Morgan Rooney: With over 15 years in communications, Morgan Rooney has spent the past 5 years as a Corporate Communications Manager at H2M architects + engineers. Morgan adeptly manages both internal and external communications, ensuring clear and effective messaging. Additionally, Morgan is a talented writer and editor, producing engaging corporate content for various audiences. Morgan also leads a team of four employees, guiding them to achieve communication success within the organization. Recently, Morgan has taken on the role of PR Director for the SMPS NY Chapter, further expanding their influence and expertise in the field.
About Nicole Pesce: Nicole Pesce is a seasoned marketing professional with over 26 years of experience in the AEC industry. Having dedicated her entire career to H2M architects + engineers, she currently oversees their 19-person marketing department, guiding a talented team in executing comprehensive marketing strategies. Nicole has played a pivotal role in shaping the firm's brand development, proposal management, content creation, and digital marketing efforts, helping to secure high-profile projects and foster long-term client relationships. Her leadership and vision continue to propel H2M's marketing effort
Jen McGovern, CPSM
April 25, 2025
2:15pm-3:15pm
Session Description: The project experience should be the most memorable section of any proposal—yet often, proposals include simple summaries of scopes of work. This approach lets the client decide whether your experience is relevant. Why give up control when you can make a powerful project sheet that tells the client exactly why your experience matters and what your firm can deliver? Together, we’ll dissect the anatomy of an effective project sheet; discuss how to create a compelling story; and explore a “project sheet toolkit”—tactics you can use to draw your client’s attention to the project elements that matter most.
About the Speaker: Jen McGovern, CPSM, is the Mid-Atlantic Regional Capture Manager for VHB. With extensive editing, writing, and marketing experience, she fell into the AEC industry in 2012 and found a passion for proposals and infrastructure projects. Jen kissed the Blarney Stone in the late 90s and assumes Irish magic helped her become a natural storyteller. Jen is the Chapter Advisor for SMPS Washington, DC, and serves on the Editorial Committee for SMPS Marketer journal.
Ann Leiner
April 25, 2025

2:15pm-3:15pm
Session Description: This session dives into the complexities of working with and selling to the five generations in today’s workforce. Understanding the unique values and communication styles of each group is crucial—not just for workplace harmony, but for crafting sales approaches, proposals, and presentations that truly resonate with each group. This is your chance to turn generational challenges into qualified opportunities. We’ll explore what makes each generation tick and how you can pivot to meet their needs in a way they understand. These insights can turn generational chaos into collaboration.
About the Speaker: Since joining SMPS in 1999, Ann has held leadership positions at A/E/C firms. She began as an employee, started consulting to the industry in 2010 and added ownership in a DBE/WBE engineering firm in 2019. She is passionate about new approaches to professional selections and is revered for making connections among the right people to achieve shared goals. She founded Stacey & Associates in 2004 to connect building owners with A/E/C pros through fresh marketing and business development strategies. With a knack for breaking down barriers, Ann has spent years helping design and construction firms—and their clients—see the value of lean proposals and project management processes. Her insights on relationship dynamics bring a new edge to collaboration, helping organizations harness diverse perspectives for better results.
Kristie Norris, CPSM
Joy Cohen
Tracey O'Connor, CPSM
April 25, 2025
2:15pm-3:15pm
Session Description: If a picture is worth 1,000 words, you must carefully orchestrate your project photos to tell a compelling story. Getting the perfect shot can take months of coordination and planning for a photo shoot. But where do you start if you’ve never organized one? It takes a lot more than hiring a photographer and setting a date. This panel of photo shoot veterans will discuss the strategy, budgets, coordination, and tips for running successful a shoot.
About Kristie Norris: Kristie Norris, CPSM, is the Marketing Manager for HGA. She directs the Boston marketing department, including the management and oversight of marketing coordinators’ workloads related to pursuits and other collateral; photography; website updates and social media; and design projects in addition to strategic planning and budgeting across several market sectors. With over 13 years of experience in the AEC industry spanning architecture, engineering, and consulting firms, she has developed a holistic understanding of a project’s process and photography needs. Additionally, she brings a background of post-photography production and 25+ years of experience with Adobe Photoshop. Kristie is a Certified Professional Services Marketer (CPSM) and served as the 2022-2024 SMPS Boston Director for Professional Development where she was the host for the 2024 Bootcamp Keynote Panel on Career Trajectories. She currently sits on the Professional Development, Communications, and CPSM Committees for SMPS Boston.
About Joy Cohen: Joy Cohen is a Senior Marketing Coordinator and Associate at HGA, where she works on myriad marketing initiatives. Over the last six years, she has honed her skills in pursuit strategy, content creation, and photography planning and execution for highly technical spaces. With experience at three A/E firms, she has planned photography for academic research institutions, corporate life sciences, healthcare facilities, and more, ranging from small scale fit-outs to new construction on large campuses. She works as a liaison between clients, project team, including subconsultants, and photographer to ensure that the photography tells a comprehensive project story.
About Tracey O'Connor: Tracey O'Connor is the Marketing Manager for SMMA. She brings the necessary communication strategies to create a culture of knowledge-sharing throughout the firm. She manages a team responsible for all marketing and communications content (to include digital media, photography, proposals, presentations, and events), and oversees the implementation of the SMMA brand strategy, ensuring consistent messaging throughout multiple internal and external platforms. She has developed professional relationships with numerous photographers in the northeast and plays an essential role in orchestrating successful photoshoots from beginning to end.

DELETE

April, 24, 2025
9:00am-12:00pm

Location
Speaker Name
Session Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
About the Speaker: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
April, 24, 2025
9:00am-12:00pm

Location
Speaker Name
Session Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
About the Speaker: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
April, 24, 2025
4:30pm-6:30pm

Location
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
April, 25, 2025
00:00am-00:00am

Location
Speaker Name
Session Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
About the Speaker: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
April, 25, 2025
00:00am-00:00am

Location
Speaker Name
Session Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
About the Speaker: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
April, 25, 2025
00:00am-00:00am

Location
Speaker Names
Session Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
About Speaker 1: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 2: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
April, 25, 2025
00:00am-00:00am

Location
Speaker Names
Session Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
About Speaker 1: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 2: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 3: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
April, 25, 2025
00:00am-00:00am

Location
Speaker Names
Session Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
About Speaker 1: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 2: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 3: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 4: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
April, 25, 2025
00:00am-00:00am

Location
Speaker Names
Session Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer at diam sed felis viverra cursus. Suspendisse tincidunt ligula non justo egestas, eget sodales mauris malesuada. Fusce malesuada quam non mauris egestas, at convallis est vehicula. Praesent euismod velit in lacus interdum, at feugiat justo fermentum. Vivamus accumsan est id felis placerat, sed viverra orci tincidunt. Maecenas et dui ut sapien feugiat feugiat sit amet ut ipsum. Nam ultrices nulla vitae velit lacinia, eget convallis risus vulputate. Ut tincidunt augue ut ante tempor, nec facilisis libero pharetra.
About Speaker 1: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 2: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 3: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 4: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.
About Speaker 5: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis velit ac turpis suscipit vulputate ut vitae mauris. Ut gravida dolor vel ex vehicula, sit amet cursus odio gravida. Proin euismod malesuada purus, a scelerisque orci tempus sed. In pharetra libero vitae tempor pellentesque. Donec a risus at sapien varius auctor. Vivamus sit amet nisl ligula. Quisque vel nisi viverra, tincidunt lorem at, vehicula arcu.

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Stay up-to-date on session announcements, speaker updates, and event promotions in preparation for SMPS NERC 2026. It will be monumental.

build skills. spark ideas. make it monumental.

what to expect

Monday, March 30

Deidre Booth, TankGirl Marketing

Hari Kalahasti, Clark Group

Lisa Beeler / Teresa York

Barbara Stiles, FSMPS, CPSM | Senior Consultant, Strategic Growth Advisory | Stambaugh Ness Delaney Facchetti | Business Development Lead - Boston | Stantec Jason Dittrich | Director - Business Development and Marketing | Mueller Associates

Moderator: Kathleen Held | President & CEO | Cini-Little International Panelists: Donald Silwick, CPSM, CF APMP, APPE | Sales Operations Manager | Jacobs Michelle Crandall | Creative Design Associate | Pennoni​ Allison Lynch | Principal and Chief Administrative Officer | Baskervill​

Tuesday, March 31

CPSM Only Event!

Skot Waldron

Ida Cheinman, Principal, Substance151, Benefit LLC

Barbara Stiles, FSMPS, CPSM, Senior Consultant, Strategic Growth Advisory, Stambaugh Ness

Amanda Gluck, Founder & CEO, Bytesize Communications

JJ Nelson, Director of Brand Communications, Bergmeyer

Jen McGovern, FSMPS, CPSM, Mid-Atlantic Regional Capture Manager, VHB Jeffrey Taub, FSMPS, CPSM, Senior Vice President, AKRF, Inc.

Susan Shelby, FSMPS, CPSM, ABCP, President & CEO, Rhino PR

Karen Cotton, CPSM, LEED AP, Senior Marketing Manager, Timmons Group

Joseph Wildey, Director of Marketing, RSG

Beth Musacchio, CPC, Director of Marketing, ARC Mike Reilly, FSMPS, Principal Consultant, Reilly Communications

Steven Gallo, Vice President of Client Services, Reputation Ink

Bonnie Kittle, Art Director, Clockwork Design Group, Inc

Allison Tivnon, Principal Marketing Strategist, AEC Pursuit Strategies

Wednesday, April 1

Tawania McFadden, Founder & CEO, TMAC

Briana Carter, CPSM, Marketing Manager, Page, now Stantec

Karl Feldman, Managing Partner, Hinge Katy Pultz, CPSM, Managing Director of CX & Strategy, Hinge

Dawn Porcellato, Practice Area Leader-Business Development, RWDI Climate & Performance Engineers

Troy Parkinson, Principal, SagePresence

Kayla McCause, MS, LSSGB, CPSM, Marketing Strategist, Dragonfly AEC Consulting

Wednesday, April 23

Rohan Jawali

Laura Schanz

Courtney Vance

Special session for first-time conference attendees

Thursday, April 24

Jen Slaw

Julie Huval, FSMPS, CPSM

Jeffrey Lynch, MA, CPSM

Jeff Taub, FSMPS, CPSM Alex Ray

Jennessa Durrani, MBA

Briana Carter, CPSM

Ida Cheinman

Wendy Simmons

Lisa Frisbie Susan Shelby Chuck Raymond

Deb Ellenberg

Ryan Suydam, CXMP

Tim Asimos

Tully Mahoney

Danielle Diforio

Rachelle Ray Jeff Visnic

Roger Grannis

Friday, April 25

Scott Butcher, FSMPS, CPSM

Gregory Hart

William Long, PE, LEED AP, FSMPS

Joanna Kozlowski

Amy Zeigler

Carol Doscher

Cynthia Remine, CPSM

Morgan Rooney, CPSM Nicole Pesce, CPSM

Jen McGovern, CPSM

Ann Leiner

Kristie Norris, CPSM Joy Cohen Tracey O'Connor, CPSM

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Barbara Stiles, FSMPS, CPSM | Senior Consultant, Strategic Growth Advisory | Stambaugh Ness
Delaney Facchetti | Business Development Lead - Boston | Stantec
Jason Dittrich | Director - Business Development and Marketing | Mueller Associates

Moderator: Kathleen Held | President & CEO | Cini-Little International
Panelists:
Donald Silwick, CPSM, CF APMP, APPE | Sales Operations Manager | Jacobs
Michelle Crandall | Creative Design Associate | Pennoni
Allison Lynch | Principal and Chief Administrative Officer | Baskervill

Jen McGovern, FSMPS, CPSM, Mid-Atlantic Regional Capture Manager, VHB
Jeffrey Taub, FSMPS, CPSM, Senior Vice President, AKRF, Inc.

Beth Musacchio, CPC, Director of Marketing, ARC
Mike Reilly, FSMPS, Principal Consultant, Reilly Communications

Karl Feldman, Managing Partner, Hinge
Katy Pultz, CPSM, Managing Director of CX & Strategy, Hinge

Jeff Taub, FSMPS, CPSM
Alex Ray

Lisa Frisbie
Susan Shelby
Chuck Raymond

Rachelle Ray
Jeff Visnic

Morgan Rooney, CPSM
Nicole Pesce, CPSM

Kristie Norris, CPSM
Joy Cohen
Tracey O'Connor, CPSM