Samer Munshi, CEM currently serves as Director of Business and Events Development for the Saudi Conventions and Exhibitions General Authority (SCEGA). Over the past 15+ years, he has been trusted to lead the planning, execution and development of some of Saudi Arabia’s most high-profile business events, national seasons, and protocol experiences.
From the Saudi Jewelry Show to Riyadh Season and Makkah Excellence Award celebrations, he has worked across every layer of event architecture, from protocol and guest experience to logistics, stakeholder engagement and CX design.
Today, Samer brings a mix of operational depth and creative strategy to everything he does, whether it’s designing a seamless protocol journey, setting KPIs that actually matter, or elevating the experience for guests, partners, exhibitors and teams alike.
“What drives me is the belief that every touchpoint – from the first invitation to the final goodbye –shapes how people remember an event,” he notes. “That’s why I treat every moment like it matters. Because it does.”
Here, Samer shares how earning the CEM designation has provided him with a framework for designing impactful exhibitions, kept him ahead of industry trends, and given him practical tools he could apply immediately to optimize everything from floor plans to sponsorship models.
How has the CEM designation helped in your career?
Earning my CEM designation has been a game-changer. It gave me a global framework to design exhibitions and events that don’t just meet expectations – they inspire, connect, and deliver measurable impact for stakeholders.
Why is it important to maintain the CEM designation?
Our industry moves fast. Maintaining my CEM keeps me ahead of trends, sharpens my skills, and ensures I’m always delivering innovative, future-ready event experiences.
What made you want to obtain your CEM designation?
I wanted to challenge myself, validate my expertise on an international level, and gain new tools to lead complex, high-profile events that truly make a difference.
What advice would you give to an aspiring individual who wants to apply for the CEM program?
Don’t wait. Dive in, apply the lessons right away, and lean on your peers – the network you build is as valuable as the knowledge you gain.
How did you start your career in this industry?
I started in event management, where I saw the incredible power of face-to-face engagement. That passion led me to the MICE sector, where I could merge strategy with creativity to shape unforgettable experiences.
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?
I’ve applied CEM strategies to optimize floor plans, elevate sponsorship models, and boost ROI, creating events that not only perform better but feel more engaging for everyone involved.
What did you like most about the CEM Learning Program?
The practical, real-world focus. Every module gave me strategies I could use immediately, plus the bonus of learning from passionate peers across the globe.
