CEMA Newsletter: June 2026
Main Stage Spotlight: Omar Johnson at CEMA Summit 2026
When we talk about the future of marketing, AI, and cultural relevance, few leaders have shaped the conversation more than Omar Johnson.
We are thrilled to welcome Omar Johnson, Founder and CEO of Ăpus Intelligence and former Chief Marketing Officer of Beats by Dre, to the CEMA Summit 2026 Main Stage in Toronto, August 9â11.
Over the past two decades, Omar has helped build some of the world’s most iconic brands, including Nike, Apple, Coca-Cola, Kraft, and Campbell’s. As the founding CMO of Beats by Dre, he helped transform the company from a $20 million business into a global cultural phenomenon generating more than $2 billion in revenue before its landmark $3 billion acquisition by Apple.
Today, Omar is pioneering the next chapter of marketing innovation through Ăpus Intelligence, a Generative AI platform designed to help brands create culturally relevant, emotionally resonant campaigns at global scale. His work sits at the intersection of artificial intelligence, human creativity, and cultural intelligenceâone of the most important conversations facing event marketers and brand leaders today.
At CEMA Summit 2026, Omar will share his unique perspective on how brands can leverage AI without losing authenticity, why cultural relevance has become the ultimate competitive advantage, and what marketing leaders must do now to thrive in a rapidly changing landscape.
As event marketers, we are constantly searching for new ways to create meaningful connections with our audiences. Omar’s experience building category-defining brands and his vision for the future of AI-powered marketing will challenge us to think differently about engagement, storytelling, and the role of culture in driving business results.
Join us in Toronto as we explore what happens when technology, creativity, and human connection come together.
This is a session you won’t want to miss.
Community
Member Spotlight: Chandra Major
CEMA Member Since: 2019
Chandra Major is a corporate event marketing professional with more than 15 years of experience spanning nearly every corner of the events industry. Her career began in hospitality, planning weddings at a country club, and has grown to include producing large-scale conferences for up to 30,000 attendees, managing trade show logistics from both the show organizer and exhibitor side, working directly for a destination management company, and producing events in sports and entertainment, including work inside a professional arena. That range of perspective is what sets her apart.
As the Senior Event Planner for North America at Toshiba Global Commerce Solutions, Chandra leads Toshibaâs event portfolio across key external programs, including flagship trade shows such as NRF, executive summits, partner activations, and hosted client experiences.
Known for her strategic mindset and meticulous attention to detail, she is passionate about creating meaningful experiences that connect people, foster genuine engagement, and deliver measurable impact. Based in Atlanta, Georgia, Chandra enjoys traveling, exploring new destinations, and staying connected to the trends shaping the future of events.
Your CEMA Story
Q: What first drew you to CEMA, and how has being part of the community shaped your professional journey?
A: In 2019, I stepped into a new role and learned I had budget to attend a professional conference. I went straight to Google, then down a LinkedIn rabbit hole of forum recommendations. That’s where I stumbled upon CEMA.
What stood out was that this wasn’t the average large-scale industry conference. CEMA felt like a smaller, more intentional community of event marketing professionals. I’ve been part of the community ever since.
Beyond the programming, CEMA’s study tours offer something truly unique: an experiential, hands-on dimension I have not found anywhere else. And in addition to the content, CEMA Summit has consistently been a meaningful source of real connection and opportunity.
A Defining CEMA Moment
Q: Can you share a moment or connection through CEMA that made a lasting impact â a collaboration, insight, or opportunity that stands out?
A: One moment that has stayed with me happened when I connected with a peer at a CEMA event. In conversation, she introduced me to the process of obtaining an IATA number, since I do a lot of traveling. I took that insight, did the work, and successfully obtained my IATA number last year.
That experience is a perfect example of what makes CEMA worth showing up for. It’s not just the sessions or the speakers. It’s the conversations that happen in between, the knowledge that gets shared peer to peer, and the way those exchanges can translate into genuine, lasting growth.
Whatâs Inspiring You Right Now
Q: Whatâs something youâre currently working on or exploring that excites you â whether itâs a project, a new skill, or an emerging trend?
A: Right now, I’m deep in the work of building something that has never been done before: a roadshow, built entirely from the ground up. There’s no template to follow, no playbook to reference. Every decision, from strategy to execution, is being made in real time.
That kind of blank-canvas challenge is exactly what energizes me. Getting to ask “what should this be?” instead of “how do we replicate what worked before?”
Passions That Fuel You
Q: What outside interests or passions help you show up stronger in your work?
A: Travel is at the top of the list. I’m drawn to destinations I’ve never been before, especially anywhere with warm weather. There’s something about stepping into an unfamiliar environment. It translates directly into how I think about crafting experiences for attendees.
Self-care is equally important to me. I make a real effort to take care of myself so I can show up fully for my work and the people around me.
Words to Work By
Q: What advice, mindset, or mantra has guided you in your career?
A: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
This quote always resonates with me. I treat every event as an experience first. Long after the agenda is forgotten, people carry with them how a moment made them feel. The fact that I get to create memories that stay with people is something I value about this work.
Looking Ahead
Q: What shifts or challenges do you see shaping the future of events, and where do you think our community has the biggest opportunity to lead?
A: AI is reshaping how we approach nearly every aspect of event planning. I love seeing the new tools emerging and watching how people are putting them to use in creative ways. But what excites me most is not the technology itself; it is the question of how our community chooses to use it. The event professionals who will lead in this next chapter are the ones who harness AI as a creative partner without sacrificing the human connection that makes live events irreplaceable.
The events industry has always been in a constant state of evolution, and staying current requires more than reading articles. It requires community. Being part of a group like CEMA, where we can openly discuss challenges and share what is working, is exactly what keeps us ahead. That is where our community has a real opportunity to set the standard.
Rapid Fire (choose 3 â 4)
- Favorite event destination: Del Mar, CA
- Go-to productivity hack: Blocking a no-meeting day (when I can) to focus on deep work without interruption
- Event-day essential: A bandolier phone case. Making sure I have a portable phone charger that is fully charged.
- Someone in the CEMA community who inspires you: Brian Mason, he is everywhere đ
- Biggest lesson youâve learned this year: Investing in yourself, your skills, your network, your presence in the right rooms, is never a cost. It’s always a return.
Closing Thought
CEMA is the kind of community that gives exactly as much as you put in, and then some. Whether you’re new to the industry or a seasoned professional, showing up, staying curious, and contributing to the conversation is what makes this community worth being part of.
I also strongly believe in the importance of being in the right rooms. Visibility matters. Being present in spaces like CEMA Summit creates opportunities to be seen, to build meaningful relationships, and to be considered for what comes next. I view investing in experiences like this as an investment in myself as a professional, and it has paid off every single time.
2026 CEMA Corporate Events Power 50 Industry Partners
The CEMA Corporate Events Power 50 Industry Partners recognizes the leaders whose vision, collaboration, and commitment are elevating the corporate events industry. These partners help drive smarter strategies, stronger collaborations, and more impactful experiences for CEMA members and their audiences.
IMEX Frankfurt and B2B State of Events Survey
IMEX Frankfurt and B2B State of Events Survey
At IMEX Frankfurt this year, I had the opportunity to co-present Forresterâs 2026 B2B Events Trends Survey alongside Conrad Mills. What stood out wasnât just the standing-room-only crowdâit was the energy in the room.
Leaders werenât just listening; they were validating. Heads nodding. Phones out. Conversations continued well after the session ended. The consistent reaction: âThis is exactly what weâre seeing and struggling with right now.â
That moment reinforced what the data makes clear: B2B events are at an inflection point.
Based on insights from more than 400 global marketing and events leaders, the 2026 survey highlights how strategies are evolving in response to rising expectations, tighter budgets, and a growing demand to prove impact.
Proving impact is the top priority
Event leaders are under increasing pressure to demonstrate ROI and connect events directly to business outcomesânot just attendance. This is reflected in the surveyâs emphasis on proving impact, maximizing data, and improving measurement as leading priorities for the next 12 months.
More broadly, nearly 46% of respondents reported operating in growth environments, reinforcing the need for events to contribute meaningfully to revenue and strategic objectivesânot just brand awareness.
Data utilization and AI are moving to the center of strategy
Maximizing event data is now a core focus for organizations looking to improve targeting, personalization, and post-event follow-up. In 2026, âbetter exploiting AIâ appears as a newly elevated priority, signaling a shift toward more intelligent, data-driven event programs.
This reflects a broader pivot: events are no longer just experiencesâthey are data engines that inform marketing, sales, and customer engagement strategies.
Growth leaders approach events differently
The data shows a meaningful spread across performance:
- 17% of organizations classify as high-growth (exceeding revenue goals by more than 10%)
- 29% as low-growth
- 32% as flat growth
What differentiates the top performers is not just spendâbut mindset. High-growth organizations are more likely to treat events as integrated, outcomes-driven investments, aligning them closely to go-to-market strategies and business priorities.
Global, enterprise-scale organizations are reshaping expectations
The survey reflects input from 417 respondents globally, with strong representation from senior leaders (CMOs, SVPs, and event leaders) and large enterprises.
Regionally, the audience is weighted toward:
- 53% North America
- 33% EMEA
- 14% APAC
This matters because enterprise organizations are setting the paceâdriving higher expectations around scale, quality, and measurable outcomes for events.
The bottom line
The IMEX conversations made it clear: this isnât a future-state discussionâitâs happening now.
B2B events are entering a new era, one defined by accountability, intelligence, and measurable results.
The organizations that lead will be those that connect experience with outcomes, leveraging data, technology, and strategy to turn ideas into real business impact.
Your Voice Matters. Take Our 5-Minute Survey.
We want to hear from you, CEMA community. Take our brief, 5âminute survey by June 30 to help inform the future of CEMA within PCMA programming, content, and experiences that better serve senior corporate event marketers. As a thankâyou, youâll be entered for a chance to win a $100 Amazon gift card. Your feedback matters. Donât miss your chance to be heard.
PCMA Announces Convening Leaderâs Future Host Cities
The future of Convening Leaders is headed to two iconic destinations. PCMA has announced that Convening Leaders 2028 will take place in Las Vegas, followed by New Orleans in 2029. As the business events industry’s flagship gathering, Convening Leaders brings together global professionals to discover new ideas, spark innovation, and build the connections that shape the year ahead.
Convening Leaders 2027 takes place in Miami, January 10-13, with registration opening in August.
Bring Your Network to Axis. Get Rewarded.
Applications for the 2027 CEMA Advisory Board Extended to 6/19
Interested in contributing your perspective and industry expertise at a strategic level? Consider joining the CEMA Advisory Board. Advisory Board members guide programming, elevate the member experience, and help ensure CEMA delivers meaningful value for senior corporate event marketers. Link will close end of day 6/19.
Learning
CEMA Study Tour Recap: Docusign Momentum 2026
This monthâs CEMA Study Tour took us behind the scenes of Docusign Momentum 2026 in New York City â a flagship user conference that has evolved into a powerful business engine. Bringing together corporate event marketers from across industries, the program offered a rare opportunity to explore not only how Momentum is executed, but also the strategic thinking, organizational alignment, and business objectives that fuel its success.
Hosted in partnership with Docusign, New York City Tourism + Conventions, the Javits Center, Hello! Destination Management, Broadway Plus, the New York Hilton Midtown, and Sheraton New York Times Square, the Study Tour showcased both the scale of Momentum and the incredible infrastructure that makes New York City one of the worldâs premier meetings destinations.
One of the highlights of the program was the opportunity to hear directly from Docusignâs Jacqueline Cone, VP of Experiential Events and Global Field Marketing, and Julia Spano, Director of North American Marketing. Their candid conversation provided attendees with an inside look at how Momentum has become a measurable driver of pipeline and revenue through intentional alignment across events, sales, brand, and demand generation teams.
A major theme emerged throughout the discussion: successful events are not built in silos. Docusign shared how establishing shared goals, shared metrics, and shared accountability across departments before the event begins creates a foundation that allows every element of the attendee experience to perform at a higher level. Attendees were particularly intrigued by Docusignâs âinverted funnelâ approach, which focuses first on attracting the right audienceâhigh-value prospects and existing customersâbefore building broader engagement around that core group.
The behind-the-scenes access continued with an exclusive look at Momentum itself, where participants explored the attendee experience firsthand and gained insight into the event strategy, design, and operational considerations behind one of the industryâs leading customer conferences. The conversations that followed reflected one of the greatest strengths of CEMA Study Tours: the opportunity for event professionals to compare notes, challenge assumptions, and exchange ideas with peers facing similar challenges.
Beyond the conference, attendees experienced New York City through a variety of curated activities, including a guided tour of Central Park and an evening performance of MJ on Broadway. These shared experiences created space for authentic networking and relationship-building, reinforcing the sense of community that defines the CEMA experience.
One of the greatest values of CEMA Study Tours is the access they provideânot only to world-class events, but also to the people and strategies behind them. By opening their doors and sharing their playbook, the Docusign team gave attendees practical insights they can apply to their own events, regardless of industry or scale.
Leadership in 10: Kati Quigley
In the latest episode of Leadership in 10, Brian Mason sits down with Kati Quigley, Vice President of Brand and Marketing at BMC, to discuss leadership, career growth, and the evolving role of marketing. In just 10 minutes, gain insights on building influence, navigating change, and leading with purpose.
GET FIT at CEMA Summit
Two new GET FIT experiences – Elevate & Energize and Power Before Panels – join the returning Sunrise Fit Walk, all designed to help you recharge and connect with peers before sessions begin. Every GET FIT experience benefits the PCMA Foundation, PCMA’s charitable arm funding the scholarships, research, and education that strengthen our industry.
Add GET FIT experiences to your Summit registration today! »
Leadership Lessons with Ebony Beckwith
In an exclusive interview with Convene, Ebony Beckwith shares her perspective on leadership, influence, and the qualities that help professionals earn trust and drive results. Ahead of her CEMA Summit 2026 keynote, she reflects on the experiences that shaped her career and why the skills event leaders use every day are increasingly valuable in todayâs business environment. Read more »
Are You Being Paid What Youâre Worth in 2026?
Take Convene’s 2026 Industry Salary Survey by June 30 for a chance to win a complimentary registration to Convening Leaders 2027 or a $100 USD Visa gift card. Your feedback helps benchmark salary trends, workload, career growth, workplace flexibility, and AI’s impact on the future of work.
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How to turn a single event into sustained ROI
Rethinking event strategy means shifting from a one-and-done event into a year-round engagement cycle. What ITA Group likes to call Events 365. This framework pairs live experiences with post-event campaigns, microlearnings, toolkits and performance reinforcement so organizations can drive sustained impact that supports real business goals. When learning is reinforced over time, events transform from isolated moments into growth engines for teams, relationships and results. Â
This approach is powered by a continuous engagement loop:Â Â
- Align teams around clear goals and success metricsÂ
- Ignite energy and emotion through highâimpact live experiencesÂ
- Extend impact with post-event activations Â
- Embed learning with ongoing content and behavior reinforcementÂ
- Evolve your event strategy into a continuous cycleÂ
Each phase builds on the last, solving a potential failure point in the traditional event model. Instead of treating a conference, tradeshow, etc. as the finish line, your live event becomes the starting point of a longer attendee journey. This directly impacts event ROI. Because in human-centered event design, behavioral reinforcement and continuous learning opportunities support measurable business impact.Â
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UPCOMING EVENTS
CEMA Study Tours
- Accelerate – Sep. 22-24 Registrations opening soon.
- Art Basel – Dec. 5-7 Registration opening soon.
Upcoming Webinars
- July 1: PCMA Axis
- July 9: CEMA Connects