Alana Beare, CEM, has over 16 years of trade show management experience and 25 years of client-facing event management experience, specializing in creating impactful brand experiences in diverse industries including technology, education, government and travel.
As Global Events Manager for Software AG, Alana oversees the calendar of corporate events, webinars, and sponsored conferences, while also supporting on-site marketing activities for regional conferences. Alana earned her Bachelor of Arts in Speech Communication and Rhetorical Studies from Hofstra University. Here, she shares how she has benefited from earning her CEM designation.
How has the CEM designation helped you in your career?
Honestly, diving into the CEM course was like a great refresher and gained many new insights. Even after many years in event management, it was eye-opening to look at exhibition and event management from all angles—it helped me think more holistically about everything from strategy to detail. This definitely adds some fresh perspective to my approach!
Why is it important to maintain the CEM designation?
Keeping your CEM designation up-to-date is just as much about keeping up with the latest trends and best practices in your industry. Things change quickly at events, so it’s important to keep learning and adapting – plus, this designation helps me stay connected with other professionals who are passionate about event management. This isn’t just a title; it’s a way to stay sharp and keep evolving.
What made you want to earn the CEM designation?
I decided to get the CEM designation because I really wanted to stay current in this field. Event management is always evolving, and I knew earning a CEM would be a great way to ensure I was up to date on the latest strategies, tools, and trends. Plus, it’s a great way to continue learning and growing in an area I’m passionate about.
What advice would you give to aspiring individuals who want to apply for CEM programs?
First, review the courses and choose which ones you’d like to study in depth – this way you’ll get the most out of the program. Once you start, don’t take too long a break between sessions if you can avoid it! There’s a lot of overlapping information, and keeping the courses closely together can really help you connect the dots and get a better overall perspective. That way, the experience will be smoother and you’ll get more out of it.
How did you start your career in this industry?
I actually got my start in events by working as a sales associate in USA Today’s advertising sales department supporting client entertainment events. From that moment on, I realized I had the power to plan and coordinate, and I was hooked! I kept taking on more complex events and bigger roles, which ultimately led me to where I am today. It’s been a journey, but I wouldn’t trade it for anything!
How can you make a difference in your shows or work with clients by applying the knowledge gained through earning the CEM designation?
Although it is still early for me to get the CEM title, I am already excited about the changes it will bring. I’m looking forward to introducing some new ideas and streamlined processes as we enter the new year. The insights from CEM have definitely given me new ways to think about programming and customer interactions, and I can’t wait to put them into practice!
What’s one thing most people don’t know about you?
One thing most people don’t know about me – I played the viola as a teenager! I actually hope I can stick with it because there is a really big demand for viola players and it would be a really fun hobby to have right now.
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