Maureen M. Robertson

About Maureen M. Robertson

Business Event Leader with 25+ years of experience leading teams to market, plan, and execute internal and external conferences and meetings. Leader committed to building a data-driven organization focused on profitability, agility, and customer satisfaction. Collaborate with business units to produce integrated marketing campaigns for content-driven programs. Core CompetenciesHospitality Industry Expertise – Extensive knowledge of travel, hotel, catering, and event spaces. Coordinate with vendors and teams to execute flawless multi-day and multi-site experiences for up to 3500 conference attendees. Contract negotiation – Identify cost savings opportunities and review terms to ensure seamless vendor support.P&L management – Actively manage budgets, forecasts, expenses, and projections to manage fiscal productivity and report results to organization executives.Integrated Marketing and Data Analytics – launch marketing campaigns to build brand message while measuring metrics and impact; Design strategy for conference content and registration that ties to revenue growth.Team Leadership and Mentoring – Recruit, hire and train staff across organization; hold team members accountable while encouraging skill development and growth.Significant highlights Reduced the $4M spend on an annual software users’ conference by 32% by working with third-party company to renegotiate hotel contract; reduced vendor pricing through RFP; and value engineered food and beverage offerings. Grew client attendance by 30%, exhibit and sponsorship revenue by 24%, and maintained a consistent high client satisfaction rating of 90%+ over a 3-year period for annual software users’ conference. Implemented sophisticated analysis to benchmark and determine trade show attendance return on investment (ROI). Inaugural year, trade shows generated 20% of marketing qualified leads with 54% accepted by sales, which increased to 42% of leads with sales acceptance rate of 64% the following year.

Experience

1. Senior Director, Events

   Unanet

   Jan 2023 — Present · Sterling, VA, US

   Drive strategy, planning, and execution of outstanding client event experiences- Manage event ROI, ensuring all activities add value at each stage of the customer journey and reinforces Unanet\'s brand and industry expertise- Proactively create impactful team events; ensuring positive client and employee engagement; building strong relationships with internal and external business partners- Lead and mentor a team of Event Managers and Specialists.

Education

• Virginia Tech

  BS, Hospitality and Tourism Management

  1992 — 1997

Skills

• Recruiting
• Contract Negotiation
• Project Management
• Marketing
• Leadership
• Event Planning
• Project Planning
• Trade Show Production
• Crm
• Enterprise Software
• Event Management
• Meeting Planning
• Trade Shows
• Proposal Writing
• Marketing Communications
• Nonprofits
• Sponsorship
• Analysis
• Budgets
• Conferences
• Management
• Team Leadership
• Sales
• Time Management
• Strategic Planning
• Marketing Strategy
• Strategy
• Trade Show Strategy
• Salesforce.com
• Lead Generation
• Program Management