Amanda White, CEM currently serves as the Conference Content Director for Informa Markets. In this role, she curates and oversees engaging conference content for SupplySide, cultivating meaningful connections within the industry.
With more than 20 years of experience in the natural products arena, her expertise was honed through her tenure at a reputable supplement company. During that time, Amanda played a pivotal role in driving brand awareness and promoting health and wellness products to a wide audience.
Amanda graduated with honors cum laude from Michigan’s Northwood University, where she earned a double major in marketing and business management. Here, she shares how earning the CEM designation enhances her ability to deliver exceptional results in her role.
How will the CEM designation help in your career?
As a globally recognized credential in the exhibitions and events industry, it has provided me with the knowledge and strategic insights that regularly resurface at unexpected moments to help me along in my events career.
Why is it important to maintain the CEM designation?
The designation has distinguished me among peers, will open doors to advancement opportunities and ensures I stay current with the latest industry trends and important topics in exhibition management.
What made you want to obtain your CEM designation?
I pursued the CEM designation to elevate my professional capabilities and credibility in the exhibitions and events industry. Specifically, I think it’s so easy to work in silos among other departments within an event and I was motivated to break out of that silo and learn about what tasks, issues and concerns there are among my peers interdepartmentally.
What advice would you give to an aspiring individual who wants to apply for the CEM program?
View the CEM not just as a credential to obtain but as a learning journey that will provide resources and insights you’ll continue to reference throughout your career. Try to really connect with your cohorts during the courses and remove any distractions so you can truly be engaged.
How did you start your career in this industry?
I previously worked in marketing for a supplements company and handled all of the trade show planning as an exhibitor. At one time I managed 32 events across the U.S. and Canada. I knew I wanted to stay in the events industry and was thrilled to take on my role now as an event organizer for conference and education.
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?
The CEM program has significantly enhanced my ability to deliver value in a variety of ways. The finance, budgeting, and contracts course gave me the terminology and application knowledge to make more informed financial decisions, resulting in more profitable event planning. I’ve been able to apply strategic insights from the program to solve challenges and implement innovative approaches that better serve both exhibitors and attendees.
What was it that you did or implemented right after obtaining your CEM?
I began more actively participating in industry discussions and sharing insights with colleagues, helping to elevate our collective approach to exhibition management while positioning myself as a more authoritative voice in my organization. For example, I wanted to host a networking happy hour in a foyer right after an education session in a room. Because of my CEM courses, I knew there would be rules and regulations from the fire marshal to ensure we follow fire codes with this type of gathering. I was able to address these concerns with our operations team and move ahead with our plans.
What did you like most about the CEM Learning Program?
What I liked most about the CEM Learning Program was the valuable partnership between IAEE and Informa that enabled me to complete the certification through our internal learning platform alongside colleagues from across the company. The program featured customized materials with examples from our own Informa events, making the content immediately relevant to my daily work. Learning with fellow Informa team members created a collaborative environment where we could openly discuss company-specific challenges and develop solutions aligned with our organizational objectives – connections that remain valuable even after certification.
