JAMES M. FORLENZA
Executive Leader
Frederick,MD
Summary
Progressive Engagement & Solutions Innovator. An accomplished executive leader with a proven track record to create, transform, and evolve businesses while leading efficient and profitable teams that exceed company goals.
MAJOR ACHIEVEMENTS
- Led a $1M turnaround of association business portfolio Orchestrated worldwide sales and business development for a global events company
- Developed and delivered high-level relationships with Fortune 500 corporations
- Created and executed business activations in non-traditional markets such as Cuba, Libya and Viet Nam Developed and led new business relations teams in Argentina, Brazil, Columbia and Mexico
Overview
33
33
years of professional experience
Work History
Senior Vice President - Owned Assets
MCI USA
Plano, United States
12.2015 - Current
- Manage 9 direct reports and full P&L responsibility for $17M international event portfolio
- Successfully negotiated the acquisition of US trade association’s leading event portfolio
- Grew BU from 0 events to a 7-event portfolio in first year of operation
- Led both Business Development and Marketing teams
- Increased revenue by more than 12% in second year of operation
- Successfully negotiated the management contract of Canada’s largest industry event portfolio
- Successfully acquired the North American license for leading global technology festival brand
- Strategically designed partnerships for digital activations
- Developed and implemented new strategies and policies to establish long-term business objectives and provide strong and sustainable organizational leadership.
Group Vice President
SAE International
12.2015 - 05.2019
- Direct oversight, management and direction of MCI’s largest association client – SAE International
- Oversaw 28-person event team and the association’s $13M, 25+ global mobility events portfolio
- Directly managed 7-person Sales and Development team
- Led $1M turn-around in department profitability in first year
- Led dramatic re-brand of flagship event with 17% increase in revenue and 23-point increase in NPS
- Led restructuring and turnaround through development of new leadership team.
Executive Director
Restaurant Loss Prevention & Security Association
01.2010 - 11.2015
- Oversaw all financial, convention, membership services and association activities
- Increased net revenue of annual meeting by 109% and membership by 60%
- Led the successful strategic re-brand of association name and mission
- Creation and implementation of membership development, education and convention management
- Worked closely with organizational leadership and board of directors to strategically affect operational direction.
Executive Director
NXTcomm LLC
Arlington, VA
01.2008 - 01.2010
- Oversaw staff of 12 employees and an $11M budget
- Established positive partnerships with Board and Committee members
- Formed key alliances with top service providers, exhibitors and key buying groups
- Negotiated new annual contracts and service agreements with vendors to achieve prime pricing.
- Aligned department vision, goals and objectives with company strategy to achieve consistently high results.
- Drove strategic improvements to enhance operational and organizational efficiencies.
- Oversaw business-wide changes to modernize procedures and organization.
Vice President
NXTcomm LLC
Arlington, VA
01.2007 - 01.2008
- New Business, Sales and Membership
- Increased exhibit and sponsor revenue by 25%
- Increased association membership by 15%
- Managed sales team of 5
- Quadrupled the number of new corporate partners in one year
- Developed innovative sales and marketing strategies to facilitate business expansion.
- Led recruitment and development of strategic alliances to maximize utilization of existing talent and capabilities.
- Spearheaded successful business development initiatives aligned with company's strategy and core competencies.
- Monitored sales forecasts and projected financial planning for organization to achieve revenue goals.
Partner/CEO
Agile Events
Silver Spring, MD
01.2004 - 01.2007
- Launched the creation of four consumer shows and one tradeshow for the U.S. Hispanic Market
- Successfully negotiated national sponsorships with Lowe’s, Whirlpool, and GM
- Built productive relationships with industry partners and competitors to support strategic business objectives.
- Devised new promotional approaches to boost customer numbers and market penetration while enhancing engagement and driving growth.
- Managed partnerships and strategic business relationships by negotiating contract terms and handling conflicts.
Senior Vice President, Group Director
E.J. Krause & Associates
Bethesda, MD
01.1992 - 01.2004
- Negotiated the acquisition of two international companies; created 15 new B2B activations
- Grew Department 425% over a six year period
- Led restructuring and turnaround through development of new leadership team.
- Developed and implemented new strategies and policies to establish long-term business objectives and provide strong and sustainable organizational leadership.
- Focused teams on developing innovative and cutting-edge approaches with effective resource allocation and strategic planning.
Education
Bachelor of Science - Public Relations and Business Administration
Western Michigan University
Kalamazoo, MISkills
Strategic Planner
Affiliations
- Society of Independent Show Organizers
- International Association of Exhibitions & Events
Timeline
Senior Vice President - Owned Assets
MCI USA
12.2015 - Current
Group Vice President
SAE International
12.2015 - 05.2019
Executive Director
Restaurant Loss Prevention & Security Association
01.2010 - 11.2015
Executive Director
NXTcomm LLC
01.2008 - 01.2010
Vice President
NXTcomm LLC
01.2007 - 01.2008
Partner/CEO
Agile Events
01.2004 - 01.2007
Senior Vice President, Group Director
E.J. Krause & Associates
01.1992 - 01.2004
Bachelor of Science - Public Relations and Business Administration
Western Michigan University
Service
- Board Member, Society of Independent Show Organizers
- Board Member, Detroit Customer Advisory Board
- Education Committee Member, International Association of Exhibitions & Events
- Program Committee Member, Council of Engineering and Scientific Society Executives
- Baseball Coach, Olney Pirates (MD) Travel; Sherwood High School (Summer/Fall)
Service
- Board Member, Society of Independent Show Organizers
- Board Member, Detroit Customer Advisory Board
- Education Committee Member, International Association of Exhibitions & Events
- Program Committee Member, Council of Engineering and Scientific Society Executives
- Baseball Coach, Olney Pirates (MD) Travel; Sherwood High School (Summer/Fall)