Former MPI CEO Bruce MacMillan will join PCMA as chief marketing officer effective September 2, 2019. The organization also announced Michelle Crowley as its first chief growth and innovation officer, effective immediately.

MacMillan is currently the CEO of VisitDFW, a destination marketing organization promoting the Dallas-Fort Worth Metroplex. In this new role, he will be responsible for PCMA’s global brand development and marketing strategies. He will lead PCMA’s marketing, events and print and digital teams, which include Convene magazine.

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Crowley, formerly vice president of global growth and business transformation at PCMA, will add education and product development to her current responsibilities of regional and revenue development, according to an official announcement from PCMA.

“This additional talent to an already high-performing leadership team perfectly positions PCMA to continue its global growth and elevate the value we bring to our members and audience,” said Sherrif Karamat, PCMA’s president and CEO. “Bruce’s accomplishments and leadership skills, along with Michelle’s knowledge and successful track record, will enhance our capability to use business events as the platform for global economic and social transformation.”

Bruce MacMillan: Professional Background and Experience

MacMillan has more than 30 years of experience in the global business events and tourism industry. His past roles include CEO of MPI and of Tourism Toronto. He also developed and led Vancouver, British Columbia’s successful national bid for the 2010 Olympic Winter Games.

MacMillan also runs BANDWIDTH consultancy, advising destinations on event sales and marketing strategies, and served as consortium consulting partner in the Destinations International DestinationNEXT global initiative.

“The business events industry is at an exciting inflection point right now and the vision Sherrif has crafted is an innovative strategy that I completely agree with,” MacMillan said.

“Helping PCMA achieve the goal of ensuring business events drive global economic and social growth is something that aligns with my own values,” he added.

Michelle Crowley: Professional Background and Experience

Crowley began her business events career at PCMA and has held various positions for the association, including senior director of global strategy and manager of global development. She most recently oversaw regional brand development, content outreach, acquisitions and operations in PCMA’s Americas, EMEA and Asia-Pacific regions.

“I am excited to have this opportunity to build new value for our audience,” Crowley said. “As we look at PCMA’s global reach, it is critical that we continue to focus on providing leading education that drives the industry forward. Adding education and new product development aligns well with my existing role of innovation and global growth.”

Existing PCMA Executive Leadership

MacMillan and Crowley join an executive leadership team that includes Mona Cotton as chief business officer responsible for business development and Robert Haas as chief administrative officer. Meredith Rollins, the executive director of the PCMA Foundation, was also recently named chief community officer for community engagement, member growth.

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