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Training for young professionals, new hires, emerging leaders and anyone new to the industry, to learn about the overall model and operations of member-based trade associations and professional societies. How an association operates, how it is structured, basic finances and the roles of the Board members, volunteers, and staff. What are the skills and knowledge needed to achieve in association management? What are the career opportunities?
In the room, will be a number of subject matter experts in communications, education, marketing and more. They will share their journeys in association management.
Audience: Junior level assistants, membership, program or education coordinator, meeting planner, communications assistant, bookkeeping assistant.
Date/Time: Thursday, April 17, 2025, 9:00 AM – 11:00 AM ET
Registration: Metro NYSAE Members $75; ESSAE Members: $75; Guests $125
Location: Virtual (Zoom)
CAE Credits Available: 2 Hours
Moderator:
Holly Koenig, Executive Director, Metro NYSAE
Holly Munter Koenig transitioned to association management after working for an advertising agency. She began her journey as a project manager, where she supported public relations efforts for the Asphalt Roofing Manufacturers Association, coordinated conference planning for the Wallcovering Manufacturers Association, and assisted the executive team with committee work. As she gained experience, Holly took on increased responsibility, creating and coordinating educational programs, developing membership recruitment strategies, and selling sponsorships. Over time, Holly’s leadership abilities led her to the roles of Assistant Executive Director and later Executive Director for multiple trade associations and professional societies.
Panelists:
Rachel Celentano, Senior Account Executive, Strategic Partnerships & Development, Kellen
Rachel Celentano entered the field of association management after building a foundation in marketing and project management. She began her career as an account coordinator, where she supported a variety of associations in creating impactful conferences and events, while also managing membership engagement and communications. As her career progressed, Rachel assumed greater responsibilities, leading initiatives to enhance member value, manage strategic partnerships, and develop innovative programs. With a strong focus on non-dues revenue and stakeholder relations, Rachel became known for her ability to build strong relationships and execute successful revenue-generating initiatives. Throughout her career, Rachel also managed and mentored teams, fostering a collaborative environment that empowered colleagues to achieve organizational goals. Over the years, her leadership skills and expertise in association management led her to senior roles, including Account Executive, Association Management, and Senior Account Executive, Strategic Partnerships & Development, where she provides vision, direction, and plans for fiscal growth for numerous associations and nonprofits, helping them thrive in a competitive landscape.
Ashton Fender, Senior Manager, Events and Engagement, Licensing International
Ashton joined Licensing International in January 2020 as an intern. In June 2021 she became a full-time team member as Marketing and Membership Coordinator with a focus on supporting members, delivering marketing support, and maintaining effective relationships with sponsors. She was promoted to Senior Manager in January 2024. Based in New York, Ashton is responsible for overseeing marketing campaigns, sponsor relationships, operations, and Licensing International’s Young Professionals Network. Ashton holds a Bachelor’s in International Business from LIM College.
Abram Garcia, Vice President of Membership, Marketing & Sales, Kellen
Abram Garcia is the Vice President of Membership, Marketing, and Sales at Kellen. With a keen focus on devising and executing strategies, he leads the Membership, Marketing, and Sales team. Abram’s expertise lies in crafting comprehensive marketing, membership, and sales strategies across diverse channels, with the aim of captivating and engaging target audiences effectively. With over 9 years of association experience spanning various fields and organizational sizes, Abram brings a diverse portfolio to the table. Throughout his career, he has played a pivotal role in aiding numerous associations in expanding their membership numbers, increasing revenue, and enhancing member engagement.
Abram holds a bachelor’s degree in Political Science from Lake Forest College. Currently based in Washington, DC, he enjoys traveling during his leisure time and passionately supports both Chicago and Washington, DC sports teams. Additionally, he is an active member of the ASAE (American Society of Association Executives).
