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On March 26, the Corporate Event Marketing Association announced the appointment of Brian Mason as vice president of strategy and operations for the more than 500-member organization.
As a long-time CEMA member and former Advisory Board member, Mason “will lead the CEMA team and work with the Advisory Board to execute CEMA’s vision and lead its growth initiatives, including brand marketing, new program development, events, membership growth and retention, and ongoing community engagement,” Sharif Karamat said, president and CEO of CAE, CEMA and the Professional Meeting Management Association. CEMA was acquired by PCMA at the end of 2020.
Mason joins CEMA from CRM and cloud services provider Salesforce, where he played a central role in planning live events and guiding the streaming strategy for the annual Dreamforce conference. The show attracted more than 200,000 online visitors from around the world and 43,000 in-person visitors in San Francisco.
From 2012 to 2020, Mason was responsible for budget and vendor management for multiple Salesforce world tours in Latin America, Europe and Asia, while also leading the planning, development and production of Dreamforce product showcases.
Mason subsequently served as Salesforce’s Director of Strategic Events from 2020 to 2022, where he led the planning, execution and financial oversight of World Tour events in Washington, D.C.; Toronto, Canada; and Munich, Germany, each attracting nearly 10,000 attendees users and generated $15 million in leads. The activities have a total budget of approximately $9 million and nearly 100 employees and subcontractors.
Over the past two years, Mason has been part of the company’s executive leadership team as Senior Director of Strategic Events, growing online viewership for World Tour events to more than 125,000 viewers while leading the Dreamforce broadcast team to a 70% Net Promoter Score .
“Strategic activity leaders now play a central role in driving key performance indicators for companies across all industries,” Mason said. “I am excited to join the CEMA team that promotes careers in event marketing through education, networking, and leadership development strategies. I look forward to supporting our event marketing members, advisory board, and industry partners in CEMA’s next chapter. “
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