Michelle Mason Named New ASAE President and CEO

June 2, 2021
Michelle Mason Named New ASAE President and CEO

Michelle Mason, a champion of associations for more than 20 years, has been named new president and CEO of ASAE, the organization’s board of directors announced on Tuesday. Mason, who assumes her position on September 1, succeeds Susan Robertson.

This will mark Mason’s second tenure at ASAE, where she was vice president of strategic and future-focused research from 1998-2006.

“Throughout her career, Michelle has demonstrated a commitment to the association community and ASAE, and a proven ability to drive alignment and results in a complex, multi-stakeholder environment,” said Stephen J. Caldeira, ASAE board chair and co-chair of the search committee.

For the better part of the past seven years, Mason has been CEO and president of Association Forum, which dubs itself as “the association of associations.” Prior to that, she served as managing director of strategy and innovation for the American Society for Quality.

Robertson became the first woman to hold ASAE’s top position after the death of longtime president and CEO John H. Graham IV in 2020. Previously the executive vice president of ASAE and president of the ASAE Research Foundation, Robertson served an 18-month contract as president and CEO — a tenure marked by her steadfast stewardship during a time of transition.

Mason becomes the first black woman to serve as head of ASAE, which is comprised of 48,000 association executives and industry partners representing 7,400 organizations.

“I am honored to build upon the successful foundation at ASAE,” said Mason. “I look forward to collaborating with a dynamic board of directors and a dedicated staff team as we create an accessible, inclusive and transformational community for members and industry. A heartfelt thank you to Susan Robertson for her leadership and paving the way for women in the industry.” 

Mason will take over approximately two weeks after ASAE’s Annual Meeting & Exposition occurs. The event will be primarily virtual, with pockets of small in-person gatherings held over the week of August 16.

“Michelle is a strategic thinker, proven consensus builder, effective communicator and fearless advocate,” Caldeira added. “We are confident that Michelle is the right leader at the right time, who will bring visionary leadership to ASAE at a critical juncture in the association’s history.”

 

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Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? 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Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.