Marketing’s Seat at the Table: Obtain and leverage marketing's role in organizational strategy

When:  Apr 26, 2022 from 12:30 PM to 01:30 PM (ET)

Discussion with key players (CMO, CEO and Executive recruiter) on the skillset needed to reach the top marketing position and impact organizational strategic decision making.


Learning Objectives:

  • Skills and abilities needed to become a CMO
  • What attributes CMOs need to be recruited – from a CEO perspective
  • Learn the value of having marketing at the C-suite table
  • Understand barriers that prevent marketing from being a strategic contributor
  • Discuss obstacles and best practices on how to increase the influence and impact of marketing on strategic decisions

Attendees will receive 1 CAE Credit toward their initial certification or renewal.


  • Eric O’Connor, Chief Growth Officer, American Association of Nurse Anesthesiology



  • Paul Pomerantz, FACHE, Chief Executive Officer, American Society of Anesthesiologists
  • Maureen Geoghegan, Chief Membership and Communications Officer, American Society of Anesthesiologists
  • Veronica Purvis, MSM, CAE, Associate Executive Director, Skin of Color Society (SOCS)


Maureen Geoghegan is chief membership and communications officer at the American Society of Anesthesiologists (ASA). In this role, she oversees ASA’s member- and public-facing departments, which include Marketing and Communications, Member and Product Experience, and Public Relations.


Since joining ASA in 2018, Geoghegan has held senior leadership roles, including her most recent position as communications and membership executive. An audience-focused marketing communications strategist and relationship builder with more than 20 years of health care association experience, she is committed to delivering a modern, centralized marketing approach to further the Society’s mission and drive membership engagement and satisfaction.


Prior to joining ASA, Geoghegan was director of marketing at the American Academy of Orthopaedic Surgeons.


She is a member of the American Marketing Association, Association Forum of Chicagoland, and American Society of Association Executives. She co-chairs the Communications special interest group of the Council of Medical Specialty Societies.


Geoghegan received her Bachelor of Arts in communication/advertising, with a minor in philosophy, from The University of Tulsa in Oklahoma.


Paul Pomerantz is chief executive officer (CEO) at the American Society of Anesthesiologists (ASA). In this role, Pomerantz is responsible for executing the many programs of ASA as directed by its Board of Directors. Previously, he served as CEO of the Drug Information Association, American Society of Plastic Surgeons, Society of Interventional Radiology, and Clinical Laboratory Management Association. He also held executive roles at Thomas Jefferson University Hospital and the Medical College of Pennsylvania (now Drexel University), both in Philadelphia.


Pomerantz is active in health care and professional leadership. He is the current chair of the Association Forum and is the founder and past co-chair of its Healthcare Collaborative. In recent years, he served as chair of the Center for Association Leadership (American Society of Association Executives Foundation) and treasurer of the National Health Council. He also served on the board of ASAE Business Services, Inc., and was chair of the ASAE Power of A Committee. Pomerantz is also active in the Council of Medical Specialty Societies.


Pomerantz is a frequent speaker and writer on various topics including association and health care leadership, governance, and strategy. He holds a Master of Business Administration, specializing in health administration, from Temple University, Philadelphia, and is a fellow of both the American College of Healthcare Executives and ASAE. 


Veronica Purvis, MSM, CAE is an award-winning, strategic association executive and brand leader as well as a speaker and author with over 20 years of experience leading staff and driving missions within member associations and nonprofits. Veronica is currently Associate Executive Director for the Skin of Color Society (SOCS), a medical society of dermatologists dedicated to improving health equity for patients of color. Since 2000, she has worn many hats, mainly as director of marketing/communications, including growing advertising sales, branding, communications, and marketing programs for biomedical and STEM organizations such as the American Council of Engineering Companies, the American Physiological Society, and the Federation of American Societies for Experimental Biology. Her experience has included strategic planning, developing on-site and remote teams, leading brands, re-brandings, and re-positionings, creating new products, spearheading membership recruitment and retention initiatives, and marketing all aspects of an association including extensive publications programs, education, meetings/conferences, public affairs, fundraising/development, partnerships, and more. She’s making it her mission to help others in their careers as well as to communicate the value of marketing/communications people and programs in driving change and growth.


Veronica is a Certified Association Executive (CAE) and holds a Master of Science in Management and Marketing. She’s an Adjunct Instructor for West Virginia University Reed College of Media. She’s committed to the non-profit industry’s advancement and serves in multiple capacities including on the American Society of Association Executives (ASAE) Marketing Professionals Advisory Council, as co-chair of the ASAE Branding Subcommittee, as chair of the Council of Engineering and Scientific Society Executives (CESSE) Membership Special Interest Group and co-facilitator for the CESSE Association Basics course, on the American Marketing Association (AMA) DC Chapter’s Diversity, Equity, and Inclusion Committee, mentor with the AMADC Marketing Mentors Network, and as a member of several other industry associations.


Online Instructions:
Login: Join us Tuesday, April 26th from 12:30 - 1:30 p.m. ET. An email with the webinar link will be sent out to attendees the day before the event.
All Collaborate Events are member-led events.  
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