Activate. Innovate. Motivate.
Grow your success and your business at CULTIVATE, this year's SMPS Northeast Regional Conference curated to help you strengthen strategy, embrace tools and trends, and inspire teams. With 25 workshops, panels, and breakouts to customize your content, why wouldn't you NERC?
Wednesday, April 23
Rohan Jawali
April 23, 2025
9:00am-12:00pmSession 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-2:30pmSession 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-4:15pmSession 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:
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Discover GenAI tools to simplify tasks and uncover insights in your data
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Identify go-to Excel tools and formulas to help you save time
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Turn raw data into polished visualizations using AI tools
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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.
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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!
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April, 24, 2025
9:00am-12:00pmLocation
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-12:00pmLocation
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-6:30pmLocation
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-00:00amLocation
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-00:00amLocation
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-00:00amLocation
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-00:00amLocation
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-00:00amLocation
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-00:00amLocation
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 2025. See you in Lancaster!
Thursday, April 24
Jen Slaw
April 24, 2025
8:30am-10:00amHeritage 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:
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Win More Business - Firms embracing continuous learning and improvement are better positioned to win more work.
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Innovate Through Change - Creative solutions for improving work-life integration & employee engagement result in greater agility and resiliency.
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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
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Julie Huval, FSMPS, CPSM
April 24, 2025
10:15am-11:15amSession 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-11:15amSession 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 RayApril 24, 2025
10:15am-11:15amSession 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-12:30pmSession 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-12:30pmSession 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-12:30pmSession 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-2:30pmSession 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 RaymondApril 24, 2025
1:30pm-2:30pmSession 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-2:30pmSession 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-3:45pmSession 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-3:45pmSession 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-3:45pmSession 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-5:15pmSession 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 VisnicApril 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-5:15pmSession 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-10:30amSession 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-12:00pmSession 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-12:00pmSession 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-12:00pmSession 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 12:30pmSession 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-2:00pmSession 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
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Boosted presenters' confidence exponentially so they could speak from their hearts with ownership and passion
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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-2:00pmSession 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, CPSMApril 25, 2025
1:00pm-2:00pmSession 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-3:15pmSession 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, CPSMApril 25, 2025
2:15pm-3:15pmSession 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.