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Vice President Strategic Business Operations
MCI USA
Donna Johnson, CEM-AP, CMP, brings over 30 years’ experience as a professional event director across the US and internationally. She connects exhibitors and attendees with a focus on optimizing the journey for all stakeholders.
As an executive leader, Donna applies industry best practices to deliver strategic goals, drive revenue and exceed expectations. Throughout her career, she has built strong business partnerships, led negotiations, managed multi-million-dollar budgets, and delivered innovative programs across every aspect of conference and exhibition operations, including sales and marketing.
Her strengths include streamlining staff efficiencies, negotiating to boost bottom-line revenue, and staying ahead of a fast-evolving global marketplace. Donna’s work with organizing committees and leadership teams enables her to build and leverage relationships that benefit her clients.
She was named IAEE 2023 Educator of the Year and currently serves as IAEE 2025 Education Chair.
Date
Success is measured not just in attendance but in return on investment (ROI). Hear a strategic, results-driven approach to event planning that ensures every design and planning choice maximizes engagement, influence and value across all generations: from Boomers to Gen Z and beyond. Embrace innovative, ROI-focused strategies that turn passive attendees into active participants and passionate brand advocates. By tailoring experiences to the unique expectations of each generation, events become more than just memorable—they become measurable in their impact.
Sponsored by IAEE
Learning outcomes:
Leverage experiential design and tech to increase time-on-site, session retention and shareability
Insights on generational behaviors and what drives ROI across age groups
How FOMO moments can fuel social reach, post-event buzz and long-term loyalty
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 7: Building the Value and Impact of the Convention Industry, 1.0 credits
* CMP/CEU Approved: Domain H: Event Design, 1.0 credits
* CSEP Approved