On March 26, the Corporate Event Marketing Association announced that Brian Mason has been named vice president of strategy and operations for the 500-plus member organization.
A long-time CEMA member and former advisory board member, Mr. Mason said, “He will lead the CEMA team and work with the advisory board to execute CEMA's vision, including brand marketing, new program development, events, and membership growth. and maintenance and continued community involvement,” said Sheriff Karamat., President and CEO of CAE, CEMA and the Professional Convention Management Association. CEMA was acquired by PCMA at the end of 2020.
Mr. Mason comes to CEMA from Salesforce, a CRM and cloud services provider, where he played a key role in planning in-person events and leading the streaming strategy for the annual Dreamforce conference. The show will bring together his 43,000 in-person attendees in San Francisco, plus his 200,000-plus online attendees from around the world.
From 2012 to 2020, Mason was responsible for budget and vendor management for several of Salesforce's World Tour events in Latin America, Europe, and Asia, as well as leading the planning, development, and production of Dreamforce product showcases. Did.
Mason then served as Salesforce's Director of Strategic Events from 2020 to 2022, where she led the planning, execution, and financial oversight of the World Tour event in Washington, DC. Toronto, Canada. and Munich, Germany, respectively, where he has attracted nearly 10,000 participants and generated $15 million in pipeline leads. The total budget for these events is approximately $9 million, and the staff consists of nearly 100 of his employees and subcontractors.
For the past two years, Mason has been part of the company's executive team as Senior Director of Strategic Events, growing online attendance for World Tour events to over 125,000 people and leading the Dreamforce broadcast team to a 70% Net Promoter Score.
“Strategic event leaders now play a central role in driving key performance indicators for companies across all industries,” Mason said. “I'm excited to join his CEMA team that fosters strategic event marketing careers through education, networking, and leadership. I look forward to supporting event marketing members, advisory boards, and industry partners in CEMA's next chapter. looking forward to it.”
