Associations UK Congress 2025

Michelle Brien

Consultant

Michelle is an experienced marketing strategist with a focus on brand development, content, and product marketing. Holding a Master of Science in Marketing Practice, Michelle has a strong international background in education and technology, working with global K-12 educational publishers, universities, learning technology companies, and associations. Throughout her career, Michelle's collaborative approach has enabled her to develop successful partnerships and prioritize the sharing of ideas, knowledge, and experience to help education providers and mission-driven organizations to achieve growth and success.

Though based in Dublin, Ireland, Michelle is an active member of the American Society for Association Executives (ASAE) and Professionals for Association Revenue (PAR) and has travelled extensively in North America, Europe, Middle East and Asia, giving her a global perspective on the trends and challenges facing associations. As an experienced public speaker and facilitator for executive audiences, Michelle shares ideas, knowledge, and strategies to help associations and non-profit organizations develop successful initiatives that deepen member engagement, strengthen sponsor relationships, and drive revenue generation. 

: msmichellebrien

Michael Brunt

Co-Founder, HBM Advisory

Co-founder of HBM Advisory, a strategic consultancy that helps organisations unlock the full potential of their content businesses.

He works with publishers, both traditional news and information businesses and their challengers, to align products and content to the needs of their users; he advises on how to optimise customer journeys and build successful monetisation options; and share his experience on how to transform businesses to take full advantage of the digital revolution.

His experience at some of the world’s leading digital news publishers allows him to make sure clients have all aspects of their business focused on the right goals.

Michael Brunt is also a NED and advisor for SaaS start-ups.

He was formerly General Manager of Times Newspapers Ltd, with responsibility for the financial performance of The Times and The Sunday Times and for setting and implementing brand strategies for long-term cross-platform growth.

Prior to managing The Times and Sunday Times, Michael was Publisher and Chief Operating Officer of The Economist.

: https://www.hbmadvisory.com

Lisa Collins

Managing Director, Dovetail Creative

Lisa has been building powerful networks and communities for over 25 years, ensuring the groups she works with thrive and grow. After a flourishing career working for a variety of associations, membership bodies and not for profit organisations, Lisa launched her own agency, Dovetail Creative Ltd, in 2021 and now supports a variety of organisations with all aspects of community, member and customer forum engagement, events, marketing strategy, and consultancy.

Lisa is a frequent speaker and moderator at industry events and is on the board for RISE and Trade Association Forum. In addition, Lisa is involved in several mentoring programmes enabling her to pass on skills and knowledge to help others grow. Lisa has a passion for ESG initiatives and is co-producer of the Media Tech Sustainability Summit and Corporate Star Awards.

: https://www.dovetailcreative.co.uk/
: lisaibbotson

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Sasha Frieze

Managing Director, The Business Narrative, Author, The Chief Event Officer’s Playbook

Sasha Frieze FRSA FCIM is an award-winning event strategist and consultant, who’s delivered 1,000+ events in 30+ years, and is the author of The Chief Event Officer’s Playbook – how to create transformational events,

Sasha has worked for decades with clients across associations, media owners, conference and exhibition companies, corporates, and non-profits including: the United Nations Foundation, The Guardian, The BMJ, the Open Data Institute, the British Society for Immunology and the Royal College of Anaesthetists.

Sasha is a Fellow of the Chartered Institute of Marketing and The Royal Society of Arts, a NED of the British Society for Haematology and a visiting lecturer in event management at The University of Westminster.

: https://thebusinessnarrative.com/
: sashafrieze

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Sergio Gallego Schmid

Senior Events Manager, Business Continuity Institute (BCI)

Sergio has worked at The BCI since 2017, where he leads the planning and delivery of the BCI World Hybrid Conference & Exhibition. His responsibilities include end-to-end project management—developing the event programme, managing budgets, sponsors, venues, suppliers, and logistics across both in-person and virtual platforms. He also delivers the BCI Global Awards and supports regional awards and community events.
 
With first-class degrees in Chemical Engineering and a Nonprofit Management Master’s, he brings a strong background in operations, strategic insight, and hands-on experience to every stage of event delivery.
 
Outside of work, Sergio is an avid traveller and lifelong learner who enjoys sports, films, languages, and spending time with his son.

: https://www.thebci.org
: @sgallegoschmid

Alan Hunter

Co-Founder, HBM Advisory

Co-founder of HBM Advisory, a strategic consultancy that helps organisations unlock the full potential of their content businesses.

He works with publishers, both traditional news & information businesses and their challengers, to align products and content to the needs of their users; he advises on how to optimise customer journeys and build successful monetisation options; and share his experience on how to transform businesses to take full advantage of the digital revolution.

Alan's experience at some of the world’s leading digital news publishers allows him to make sure clients have all aspects of their business focused on the right goals.

Among his clients are The Wall Street Journal, Future plc, Harvard Business Review, The Scotsman, The Indian Express, MIT Technology Review, the Royal Opera House and the Association of Association Executives with its 'Associations Spotlight' service.

Prior to setting up HBM Advisory, Alan was Head of Digital at The Times and The Sunday Times in London. He was responsible for all their output on digital platforms and led the transformation in their product, content and newsroom which saw subscriptions double during his tenure.

Alan is an experienced journalist having edited sections of The Sunday Times including News Review and Focus, after beginning his career working in magazines such as Wallpaper, Tatler and Inside Sport.

: https://www.hbmadvisory.com

Damian Hutt FIEM

Executive Director, Association of Association Executives

I’m responsible for the strategy and operational management of the Association of Association Executives, with all members of the team reporting to me. With the advice of members, Advisory Panel members, and the team, I decide what new products and services to offer, and how they should be fulfilled.

I have over 35 years experience in conferences and events, with 21 specifically supporting associations with their events, publishing, member engagement, and association management. I have headed up the AAE since its beginnings in 2006.

I would love to hear about what you feel we ought to be doing to support you as association executives, and how we can improve our current offering. If you have something to contribute, please get in touch with me.
 

: https://www.associationexecutives.org/
: damianhutt
: @DamianHutt

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Alan King

Founder, AI-Your-Org

Alan worked at the Institute of Mechanical Engineers (IMechE) for many years, starting as a Regional Manager and working his way up to the head of Global Membership Development.

He founded AI Your Org to support other membership organisations to understand and take advantage of AI, and in June 2025 this became his main focus, supporting for a variety of associations in implement AI solutons and strategies.

: www.aiyourorg.com

Linda Pereira

Executive Director, CPL Events & Consultancy

Linda is passionate about associations and is particularly active in the professional associations in her own field.  She is also a consultant to a variety of associations. In 2008 she was considered one of Portugal’s five most influential people in the conference & events industry and received the education award from IAHMP.

Respected internationally as a speaker Linda has lectured in countries such as Italy, Spain, Russia, Egypt, Cape Verde, United Kingdom, Dubai, Spain and The Netherlands. In 2009 she received the medal of honour for positive entrepreneurship in Portugal for her commitment to promoting culture and heritage and for CSR initiatives.

: http://www.cplevents.pt/
: linda-pereira-phd-68a36a8

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Cecilia Spoor EMIAM

Leadership Programme Director, Association of Association Executives

I look after the leadership activities for the AAE. This involves chairing the Leaders Forums at the UK and the World Associations Congresses, as well the Leaders Summits and identifying other opportunities to support association leaders, for example new programmes and forums to bring Executive Heads together. 

I have been working on the AAE leaders events for eight years, contributed to the leadership aspects of all AAE's activities, and have an Executive Masters in International Association Management from Solvay Business School, Brussels.

Get in touch if you would like to hear more about our leadership activities at AAE or if you would like me to put you in touch with a trusted advisor or another executive director with experience of a particular issue. 
 

: https://www.associationexecutives.org/
: cecilia-spoor-a30956

Ben Sturt

Managing Director, Chrysalis Digital

Ben has worked closely with Membership organisations for over 20 years, spanning many sub-verticals within this field, leading and supporting on digital transformations for many membership organisations.

With this wealth of experience he launched Chrysalis Digital in 2015, drawing upon the deep understanding and unique challenges within membership organisations.  Ben creates and leads digital strategy transformations enabling membership organisations to achieve successful digital outcomes.

: https://chrysalisdigital.co.uk/
: bensturt

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