These interviews are part of a series that highlights new hires within the industry. Have you recently started a new role or do you know someone who has? Submit your ideas to firstname.lastname@example.org.
Michelle Crowley and Bruce MacMillian were recently named chief growth & innovation officer and chief marketing officer of PCMA.
1. What are you looking forward to the most in your new role?
Michelle Crowley: The challenge to ensure our product offering is moving the industry forward and satisfying the needs of our audience to help elevate their careers and organizations.
Bruce MacMillan: Working with the PCMA team and partners on activating PCMA's bold new vision for the organization and the industry.
2. How do you think past experiences have prepared you for this role?
MC: It is clear to me how business events drive economic and social transformation, and I have seen that in action while working on our programs around the world the last 10 years.
BM: I have had the unique opportunity to work in the business events industry from multiple perspectives (planner, destination/supplier) and have a sense of the opportunities that they are seeking and challenges they face.
3. How did you get into the industry?
MC: I met PCMA’s past CEO when graduating college, and she told me I could have a job for four months and if it worked, I could spend a portion of my role working on PCMA’s global development. It grew from there and I was given the opportunity to grow personally and professionally with the developing organization
BM: I planned a horse race in college and then traveled to Australia as a backpacker working at Expo 88 in Brisbane where I saw the cultural power that events had to bring the world together.
4. What are you hoping to achieve in your new role?
MC: Work with our PCMA team, volunteers and leaders around the world to be the place the business events industry goes to for education and community that challenges their thought and helps them drive their business forward.
BM: The power of PCMA's business events vision is about the economic AND social transformation and legacies that are possible when people, ideas and places come together. I want to be part of the team that brings the vision to life.
5. What do you enjoy most about the industry?
MC: The people, purpose and growth.
BM: It likes to think big.