LAURA NORFOLK
Alexandria,VA
Summary
Professional meeting/event planner (CMP), project manager, association management executive (CAE), and business professional with expertise in using entrepreneurial strategies to exceed organizational goals and objectives. Seeking opportunities to use my solid skills and proven success in these skills, public relations, marketing, budgeting, and analytical skills to grow goals for those I work with/for.
Overview
28
28
years of professional experience
1
1
Certification
Work History
Chief Experience Officer
Fusion Meetings and Events, LLC/Fusion Management, LLC
Alexandria, VA
10.2005 - Current
- Manage and run all aspects of a meeting and association management company including providing conference development and management, communication plan development and execution, sponsorship and partner program development, program development and marketing, strategic planning, client relations, public relations, financial management, membership recruitment and retention, and government relations services
- Plan all aspects of client meetings including site selection, contract negotiations, speaker selection, logistics, food and beverage, audio visual, security, marketing, sponsorship development, volunteer management, exhibit sales and management, etc
- Ensure financial success and profitability of clients by marketing events, services, and membership, creating new programs to increase non-dues revenue, and curtailing expenses
- Create positive communication plans for clients to educate members including creating new benefits such as weekly electronic newsletters, member legislative alerts, and quarterly member publications with education and news to advance their industry
- Create positive press and industry relations for clients by ensuring quality of services and programs, promoting industries and associations through press releases, conducting interviews on behalf of clients, etc
- Increase client conference attendance, exhibit, and sponsorship participation and revenue through strategic relationship building and providing exceptional ROI for participants
- Successfully work with clients to streamline and make administrative processes more efficient and effective so that more time is spent on relationship building
- Serve in both public and behind the scenes positions for clients
- Maintained roles from previous relationships – served as DATIA Executive Director through 2020
- Managed and hired staff, created volunteer program, and worked to ensure strength of clients
Founder
Grateful Pup, LLC
Alexandria, VA
01.2021 - Current
- Developer of Grateful Pup products to include recipes and products using ingredients to enhance the livelihood of pups
- Develop marketing to include logo, branding, website design and development, SWOT analysis, etc
- Work with all agencies to get governmental approvals, licenses, registrations, trademarks, etc
- Marketing products via outlets to include sales in multiple stores
- Create advertising materials and social media campaigns to promote sales
- Create partner marketing materials and create partnerships to sell products
- Cross-marketing to increase sales for all
Vice President/Account Executive
Washington Policy Associates, Inc. (WPA)
Alexandria, VA
04.1997 - 09.2005
- Directed operations of a full-service association management company to include ensuring client needs were exceeded, ensuring initiatives were developed and implemented to increase member benefits as well as client revenues, staffing, financial planning and monitoring, and company expansion decisions
- Prepared and submitted proposals for potential new clients
- Negotiated favorable rates with vendors to provide reduced-rate services to multiple clients to include graphic design, printing, transportation, technology services, etc
- Managed and led development and planning of all client meetings, conferences, and trade shows
- Oversaw and provided guidance to all staff to ensure client goals and objectives were met
- Developed conference and meeting budgets, as well as sponsorship and exhibitor program enhancements
- New initiatives resulted in an over 250% increase in conference profit for a new client in my first year of management, standing clients continued to see over 20% increase in participation and profit annually
- Monitored all client financials to ensure that budget goals were met
- Developed and implemented strategies to increase client revenues and decrease expenses
- Served as liaison with clients and prospective clients
- Served as Executive Director, as well as the Registered Lobbyist, for three client associations
- All legislative initiatives I acted on resulted in beneficial terms for clients
- Supervised and managed all staff to include mentoring to focus on goals and interviewing and hiring of qualified staff
Education
Bachelor of Science - Biology
Mary Washington College
Fredericksburg, VASkills
- Meeting Planning and Execution
- Public Relations
- Project Management
- Marketing and Retention
- Communication Plan Development and Management
- Strategic Planning
- Financial Budgeting and Management
- Relationship Building
- Sponsorship Development and Management
- Negotiation Skills
- Revenue Development
- Business Development
- Contract Negotiation
Affiliations
- Alexandria Beautification Commission – Board Member
- Alexandria Chamber of Commerce
- American Society of Association Executives
- Association of Meeting Professionals
- Meeting Professionals International
- Professional Convention Management Association
Certification
- Certified Meeting Professional (CMP), Convention Industry Council
- Certified Association Executive (CAE), American Society of Association Executives
Timeline
Founder
Grateful Pup, LLC
01.2021 - Current
Chief Experience Officer
Fusion Meetings and Events, LLC/Fusion Management, LLC
10.2005 - Current
Vice President/Account Executive
Washington Policy Associates, Inc. (WPA)
04.1997 - 09.2005
- Certified Meeting Professional (CMP), Convention Industry Council
- Certified Association Executive (CAE), American Society of Association Executives
Bachelor of Science - Biology
Mary Washington College
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