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Thursday, November 16th, 2017

The Modern Marketing Team: Who and Why?


1560 Wilson Boulevard Suite 200, Arlington, VA 22209


11:00 am - 1:30 pm

Signature Series

Domain 3: Client and Business Development

Domain 6: Management

AEC firms are growing larger and more complex. With that comes increasing requests of marketing departments to stretch beyond their typical responsibilities. What does a modern marketing team resemble now, and how might it look in the future? What positions are outdated; what new talents are needed; and how should information flow? And how do we convince firm leadership that change is needed? Join colleagues, friends, and facilitator Amy Cuddy, CPSM from Ayers Saint Gross, as we examine ideal marketing teams for firms large and small.

What You'll Learn

As successful firms continue to grow and morph, marketing teams are asked to stretch themselves way beyond qualifications packages and RFP responses. Many firms are seeking colleagues who can provide strategic planning, advertising, graphic design, public relations, technical writing, event planning, budget creation and maintenance, database expertise, and many others. Some of these talents can be combined while others may require full-time attention.

As we consider the future of marketing teams and how they collaborate with firm leadership and hierarchy, we ask: What does a modern marketing team resemble now? How might it look in the future? What positions are outdated? How do changes in technology affect new staff? What is the ideal mix of marketing to professional staff? What new talents are needed? How should information flow? How do we convince firm leadership that change is needed? How do we measure accountability?

Amy Cuddy, CPSM, is a Senior Associate and Director of Marketing Operations at Ayers Saint Gross, an employee-owned architecture and planning design firm focused on higher education. Her previous experience includes similar work at architecture and engineering firms specializing in housing, higher education, and embassy and federal government commissions. She helped these firms win projects, national awards, and gain press coverage in national publications. Amy has been an active member of SMPS since 2009 and has shared her expertise at SMPS Build Business and Deltek Insight conferences. She has also written for the Zweig Letter and Marketer on various marketing and business development topics. Amy holds a Bachelor of Science degree in digital communications from Lebanon Valley College and earned her CPSM certification in 2013. She recently served as Director of Career Advancement for SMPS-DC and continues to support the CPSM certification program.

Additional Details

4-4:30 Networking

4:30-6:30 Program

CEUs: 1.5

Closest metro: Rosslyn (Blue, Orange, and Silver)

Parking: Parking available in the building at 1550-1560 Wilson boulevard (hourly at $7 with a max of $11); there are a few other garages in the area and plenty of street-metered parking.

Questions: Carol Duke | cduke@hga.com | 702-628-2291

What It Costs

Capacity: 25 people

Registration deadline: November 8; walk-ins welcome

  • Member: $20
  • Non-Member: $35
  • Board Member: $20
  • CPSM: $20

Reminder: SMaRT is dedicated to marketing professionals with 10+ years of experience.