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)
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,Director, Strategic Partnerships & Development, Society of American Travel Writers (SATW)
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 Fender is the Senior Manager of Events and Engagement at Licensing International, the leading trade organization for the global brand licensing industry. She heads up several key programs at Licensing International with a focus on member engagement, including the global Young Professionals Network (YPN) and the global Rising Star program. Through YPN, Ashton connects up-and-coming executives across the globe with education and networking opportunities. Through the Rising Star program, she recognizes the next generation of leaders in the licensing industry through the annual Rising Star awards ceremony and connects these young executives with mentors to support their continued career development.
Ashton is passionate about building community for young professionals to help them develop their skills and foster the long-lasting industry connections that will ultimately support their careers. She received her Bachelor’s Degree in International Business from LIM College and lives in New York City.
Abram Garcia, Vice President of Membership, Marketing & Sales, Society for Maintenance & Reliability Professionals (SMRP)
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).
