With more than 16 years of experience managing trade shows and 25 years in client-facing event management, Alana Beare, CEM specializes in creating impactful brand experiences across diverse industries including technology, education, government and travel.
As the Global Events Manager at Software AG, Alana oversees a calendar of corporate events, webinars and sponsored conferences, while also supporting field marketing initiatives at regional conferences. Alana earned her Bachelor of Arts in Speech Communications and Rhetorical Studies from Hofstra University. Here, she shares how she has benefited from earning her CEM designation.
How has the CEM designation helped in your career?
Honestly, diving into the CEM courses was like getting a great refresher while picking up a bunch of new insights at the same time. Even after years in event management, it was eye-opening to look at exhibit and event management from all angles – it’s helped me think more holistically about everything from strategy to the finer details. It’s definitely added some fresh perspective to my approach!
Why is it important to maintain the CEM designation?
Keeping the CEM designation up to date is kind of like staying plugged into the latest trends and best practices in the industry. Things change fast in events, so it’s important to keep learning and adapting – plus, the designation helps me stay connected with other pros who are passionate about event management. It’s not just a title; it’s a way to stay sharp and keep improving.
What made you want to obtain your CEM designation?
I decided to go for the CEM designation because I really want to stay current in this field. Event management is always evolving, and I knew that earning the CEM would be a great way to make sure I’m up to date on the latest strategies, tools, and trends. Plus, it’s been a great way to keep learning and growing in a field I’m passionate about.
What advice would you give to an aspiring individual who wants to apply for the CEM program?
First, take a look at the courses and pick out the ones where you want to dive deeper – you’ll get the most out of the program that way. And once you start, don’t take long breaks between courses if you can avoid it! There’s a lot of overlapping information, and taking the courses close together really helps you connect the dots and get a better overall perspective. It’s a smoother experience that way, and you’ll get way more out of it.
How did you start your career in this industry?
I actually got started in events by supporting client entertaining events as a sales assistant in the advertising sales department at USA TODAY. From there, I realized I had a knack for planning and coordinating, and I was hooked! I kept taking on more complex events and bigger roles, and that eventually led me to where I am today. It’s been a journey, but I wouldn’t trade it for anything!
How have you made a difference with your show or with working with a client by applying the knowledge you gained by obtaining your CEM designation?
It’s still early since I just earned my CEM designation, but I’m already excited about the difference it’ll make. I’m looking forward to bringing in some fresh ideas and streamlined processes as we head into the new year. The insights from CEM have definitely given me new ways to think about shows and client interactions, and I can’t wait to put them into action!
What is one thing most people don’t know about you?
One thing most people don’t know about me – I played the viola as a teenager! I actually wish I’d kept up with it because there’s a real demand for viola players, and it would’ve been such a fun hobby to have now.
