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VP, Brand
AssetMark
Joelle Morgan is a brand and event strategist known for delivering transformative experiences and driving measurable business growth. As Vice President of Brand at AssetMark, she oversees the Brand Development, Creative, Video and Events teams—shaping the company’s identity and delivering impactful brand experiences across every channel.
Holding a Master’s in Strategic Communications from the University of Canberra, Joelle is passionate about uniting creative vision with strategic execution to leave a lasting mark, through purposeful agenda design, experiential innovation and data-driven storytelling—crafting experiences that inspire, connect and deliver measurable impact
Date
Events are often seen as one-off moments—rather than strategic opportunities. Explore how events, when paired with smart data analytics, can drive real sales growth. AssetMark used its Cvent attendee data to track how customer behaviour shifts after attending multiple key events. With over 90 customer events a year across nine formats, the results speak for themselves—customers who attend grow their businesses.
Move from simply running events to designing integrated, insight-led experiences. Leave with practical tactics to elevate your event strategy and collaborate more effectively with your teams and partners. Build a data-informed event strategy that boosts ROI and shapes future experiences. Adapt these strategies across industries—tailoring your approach to fit your goals, audience and business model.
Learning outcomes:
Pinpoint key engagement metrics to track during events
Align event planning with strategic business goals
Reframe the role of third-party partners from tactical executors to strategic collaborators
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 5: Business and Market Planning, 0.50 credits
* CSEP Approved
The Event Leaders Exchange (ELX) unveils powerful new findings from its latest research and whitepaper: Future-Ready Leaders. Hear about the challenges, insights and potential solutions of the world’s most influential event teams. Look at stunted innovation, stakeholder buy-in, the illusion around innovation, the AI gap and the urgent talent priorities shaping how we recruit, upskill and lead. Explore where leadership needs to evolve, which skills are becoming mission-critical, and how senior leaders are reimagining team structures to remain agile, strategic and high-impact.
Learning outcomes:
Explore the key trends and talent gaps identified in the ELX research - and what they mean for the future of the industry
Discover the new leadership behaviors and cross-functional capabilities that are defining future-ready event professionals
Gain insight into how top organizations are evolving to stay strategically relevant, innovative and robust
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 1: Understanding the Market, 0.75 credits
* CMP/CEU Approved: Domain F: Talent Management, 0.75 credits
* CSEP Approved