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Global Trends and Innovation in Events with Michelle Crowley— ECEO046

Global Trends and Innovation in Events with Michelle Crowley— ECEO046

Global Trends and Innovation in Events — ECEO046

Michelle Crowley, VP of Global Growth and Innovation, PMCA

As event production and promotion professionals, we know the pressure to keep innovating, to make continuous improvements to the customer experience and to design environments that cater to many different learning styles. We feel compelled to incorporate new technologies and make corrections to processes based on feedback from our audience. Now, imagine the added pressure of producing an event for other event professionals. How do you model qualities like risk-taking, agility and responsiveness—demonstrating for that audience what the future of events could be?

Michelle Crowley is the Vice President of Global Growth and Innovation with the Professional Convention Management Association (PCMA), the world’s largest network of business event strategists. In her role, Michelle is responsible for managing acquisitions and operations in Asia, the Pacific, Europe, the Middle East, and Africa. In leading PCMA’s global growth strategy, she works to build strategic partnerships with global travel brands and design year-round engagement campaigns. Michelle joined the PCMA team in 2009.

Today, Michelle joins Rebecca Linder to share PCMA’s vision of events as a catalyst for economic and social progress and her role in overseeing operations in new growth areas around the world. She offers insight around the general trends in the event space, discussing the shift toward purpose-driven corporations and the resulting opportunities for collaboration among associations and companies. Michelle also addresses innovation in the realm of customer experience and flexible learning environments as well as strategies for relating keynote content to your audience. Listen in for a sneak peek at PCMA’s upcoming annual conference in Pittsburgh and learn how event professionals might leverage AI to observe, reflect and correct in the moment at future events.

Topics include:

  • PCMA’s vision around events as a catalyst for progress
  • Michelle’s role as VP of Global Growth and Innovation
  • The growing shift toward purpose-driven corporations
  • How the industry is innovating in terms of experience
  • Why the events space must adapt to changes in learning
  • Strategies for relating keynote content to your audience
  • The value of leveraging the destination of an event
  • PCMA’s upcoming Convening Leaders 2019 conference
  • PCMA’s intent to model risk-taking for its audience
  • Using AI to observe, reflect and correct live onsite
  • The Glade Museum of Feelings popup in New York City

Mentioned in this podcast:




Convening Leaders 2019

Carnegie Mellon



Michelle Crowley

Seth Godin

Billie Jean King

Karamo Brown

Ray Kurzweil




Marriott-PCMA Study

The Culture Map by Erin Meyer

The Art of Gathering by Priya Parker

Glade Museum of Feelings


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Michelle Crowley

Michelle Crowley oversees regional brand development and content outreach as PCMA’s Vice President of Global Growth and Innovation. Crowley’s responsibilities include overseeing acquisitions and operations in Asia Pacific (APAC) and Europe, Middle East and Africa (EMEA).

She leads PCMA’s global growth strategy by evaluating and identifying how the organization can deliver value to its members through new and existing business models.

Crowley began her career at PCMA and continues to work with global travel brands, build strategic relationships and partnerships with key markets and design year-round engagement campaigns. She has held various positions at PCMA including Senior Director of Global Strategy and Manager of Global Development.

Crowley is an MBA candidate at the Kellogg School of Management at Northwestern University. She received her bachelor’s degree from University of Illinois at Urbana-Champaign.

Michelle on twitter: @mstodcrowley

PCMA on twitter: @pcmahq

LinkedIn: www.linkedin.com/in/michelle-stoddard-crowley

Facebook: Michelle Stoddard Crowley

Hashtag: #pcma

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