Award Winning Event Strategist Driving Growth and Transformation For YOU | Plug-and-Play Project Manager | Technology Enthusiast | Always Curious

Shaping the Future of International Meetings | Collaborative Growth | Event Transformation

Curiosity - Innovation - Storytelling

As the Regional Director for North America at ICCA, I am passionate about driving growth and fostering collaboration within the global meetings and events industry. ICCA has stood at the forefront of shaping the future of international association meetings since 1963, and I'm honoured to be part of a team that champions innovation, sustainability, and advocacy on a global scale.

Over the years, I've had the privilege of strategizing, planning, and executing transformative events—from intimate gatherings to international conferences. My career has been built on an unwavering commitment to innovation, creative problem-solving, and a collaborative approach to ensure that every event exceeds expectations. Along the way, I've been fortunate to be recognized with honours such as "Planner of the Year" by Smart Meetings and a spot on the "40 Under 40" by Connect x BizBash.

But more than accolades, it's the connections I've built and the stories we've shaped together that truly inspire me. It was the Guinness World Record attempt to host the largest online event gathering, GMID Goes Virtual, in 2020, which connects almost all the industry associations across the globe. It was #EventprofsBreakShit that I co-founded in 2021, seeking an honest, authentic, but joyful way to explore event technology. 

These are the real rewards of our work, and they underscore the power of collaboration in our industry.

At ICCA, we're not just organizing meetings—we're creating spaces where ideas flourish, communities grow, and the future of our industry is redefined. I'd love to connect if you're interested in exploring how we can collaborate, build meaningful partnerships, or simply share ideas. Let's work together to amplify the value of international meetings and create sustainable, innovative solutions for the future.

Are you ready to shape the future of international association meetings? Let's connect and make an impact together.

Shawn (Yih-Hsiang) Cheng

CAY VII INC | HER Seat at the Table

Innovative Solutions for Strategic Growth, Leadership, and Impactful Experiences

As the Founder and CEO of CAY VII INC and HER Seat at the Table, I lead with purpose—designing human-centric solutions that drive strategic growth, elevate leadership, and spark meaningful business opportunities through exceptional experiences.

Since 2019, CAY VII INC has operated as a boutique consultancy that bridges strategy, creativity, and collaboration. Rooted in adaptability, trust, and innovation, we partner with clients and collaborators to co-create experiences that align with real-world goals—whether in-person, virtual, or hybrid.

Through HER Seat at the Table, I cultivate a space for women in leadership to connect, support one another, and build new pathways through intentional engagements and events. Our focus is on collaborative growth, mentorship, and leadership development rooted in community and impact.

Core Areas of Focus:
Strategic Leadership & Growth: Developing bespoke strategies that meet evolving client objectives and unlock new opportunities for innovation.

Experience Design & Event Strategy: Leading the end-to-end planning of events that are designed not just to impress, but to inspire action and deliver ROI.

Business Intelligence & Market Insights: Offering deep analysis and trend-aligned insights to help clients navigate change and make informed decisions.

Partnerships & Sponsorship Strategy: Curating powerful collaborations and sponsorship programs that fuel engagement, reach, and revenue.

Client Experience & Project Management: Managing complex portfolios with agility, clarity, and a solutions-first mindset to ensure exceptional delivery.

Flexible Service Solutions: Providing customized, scalable support that integrates seamlessly at any stage of a client’s project or growth journey.

My work is grounded in the belief that relationships build results—and when we create space for trust, creativity, and bold leadership, business success follows.

Founder and CEO

MPI Toronto Chapter

Nominated for Mentor of the Year at the 2024 MPI Toronto Gala

Leadership Selection Committee

Continue to grow in my leadership role serving the MPI Toronto Chapter.

Board of Directors - VP of Communication and Strategic Partnerships

- Honour in March 2022 with the Future Leader of the Year Award by MPI Toronto Chapter
- Active Board Member with a voice and vote on chapter plans and business decisions
- Mentor and co-lead the Strategic Partnerships portfolio with Committee Chair 
- Develop 2021/2022 Strategic Partnership Business Plan and Objectives
- Elevate Sponsorship Prospectus options, contents, and visual marketing elements
- Manage relationships and outreach programs that support the chapter's planned event experiences and activations for all experience committees, including Holiday Gala, Awards Gala, Professional Development Events, Just Networking Events, and Golf Tournament
- Negotiate and Execute contract terms and benefit deliverables with the committee
- Plan and manage the Strategic Partnership Marketplace programs that leverage the social platform to amplify our partners' audience reach and brand awareness

Board of Directors - Director of Strategic Partnerships

- Nominated  for 2021 MPI Awards:  Future Leader of the Year, Outstanding Volunteer of the Year, Mentor of the Year, and Planner of the Year 
- Led, motivated, inspired and keep engagement high for a team of event professionals who volunteered in the Marketing Committee - also known as #teamawesome for 2020/2021
- Assigned ownerships and fostered buddy partnerships that aligned to each member's personal development goals and strengths they could contribute
- Led and project managed the committee to help execute, content manage, collaborate, and post engaging Social contents 
- Encourage an environment of trust and collaborations on all projects and support groups 
- Managed the social reports that measured the engagment activities and impression scores 
- During the fiscal term, social followers on MPI TO's LinkedIn, Facebook, Instagram, and Twitter resulted in 8,458 Followers with an increase of 740 new Audience growth from LY and 427 new connections or 35% growth on LinkedIn. 2,323 Social Posts were content managed and scheduled into the social platforms. A total of 22% increase in Activities, 8900+ Likes, and 1,500+ clicks.   
- New Facebook Private Group was formed for MPI TO, enabling a more connected community to share and communicate more social conversations.   This private group currently has over 207 members on this engaging platform.

Marketing Chair 

- Nominated for 2020 New Member of the Year Award
- Managed the intake of social contents submitted by MPI Toronto Committee groups
- Strategically scheduled posts based on optimal and consistent times aligned to the engagment response reports
- Developed and maintained the monthly Social Dashboard Report for the Board of Directors 
- Provided results summary and recommendations for future posts to improve the engagement and impression score

Marketing Committee Volunteer 

Quest Audio Visual Inc

Strategic Leadership: Lead the overall sales and marketing strategy, working closely with the executive team to align with the company's vision and goals. Develop and execute innovative sales and marketing initiatives to drive revenue growth and increase market share.

Sales Team Management: Build and mentor a high-performing sales team, providing guidance, coaching, and support to ensure they meet or exceed targets. Foster a culture of collaboration, accountability, and continuous improvement within the sales team.

Marketing Strategy: Develop and implement comprehensive marketing strategies to effectively promote our products and services. Identify target markets, develop marketing campaigns, and optimize our digital presence to generate leads and enhance brand awareness.

Cross-Functional Collaboration: Collaborate with other departments, such as production, operations, and finance, to ensure alignment and integration of sales and marketing efforts. Foster strong relationships with key stakeholders to support business growth and achieve shared objectives.

Sales Performance Analysis: Utilize data-driven insights to monitor and analyze sales performance, identify areas of improvement, and make informed strategic decisions. Develop and implement sales metrics and reporting mechanisms to track progress and measure success.

Strategic Partnerships and Community Engagement: Develop and implement programs that foster stronger client relationships, all aligning with Quest AV's core values. Evaluate, plan, and engage with Community Association programs, enabling Quest AV to increase awareness and make valuable contributions to our event industry ecosystem.

Senior Director of Growth & Engagement

Evaluate, elevate and create engagement strategies that best showcase Quest Audio Visual as a trusted, innovative brand and partner in the Events Industry.  This includes the PR, Social Marketing and Branding updates to showcase Quest Audio Visual as a Premium Quality Event Production Company. 
Develop new processes to help create greater synergy in collaboration with internal leaders while fostering more strategic partnerships.

Director of Engagement Strategies

Engamio

Strategic Partner -  client referrals and support.

Strategic Partner

Engamio - Event Engagement Technology Provider
Led strategic partnership initiatives for an event technology company specializing in gamification solutions for the events industry. Focused on empowering event professionals to create engaging, interactive experiences through technology integration.

Event Industry Technology Leadership
- Developed engagement solutions designed to enhance attendee participation and networking at virtual and hybrid events
- Collaborated with meeting planners to implement gamification strategies that improved attendee engagement
- Showcased technology solutions as a speaker sponsor at major industry events, including CMEE 2022
- Analyzed industry trends to ensure solutions addressed emerging needs in the evolving events landscape

Strategic Partnership Development
- Built and managed a partnership program focused on serving event professionals through technology integration
- Created solutions addressing challenges faced by meeting planners in virtual and hybrid events
- Established partnerships with industry stakeholders to expand the reach of engagement solutions
- Implemented partner onboarding programs, ensuring seamless platform integration

Event Technology Innovation
- Contributed to feature development based on direct feedback from event professionals
- Guided partners in implementing gamification strategies across various event formats
- Managed metrics to ensure solutions met the evolving needs of event professionals
- Collaborated on solutions for common event challenges

Industry Education
- Led educational sessions at industry events to help professionals leverage technology
- Developed best practices for engagement technology in virtual and hybrid events
- Facilitated knowledge sharing through webinars and case studies
- Advanced industry adoption of innovative solutions through joint initiatives

Head of Strategic Partnership 

NexTech AR Solutions

• Coach mentored and led 15 direct reports that included Operation Enablement managers, talented UX and UI designers, and Product Managers.
• Project Managed team to drive profitable efficiency in the sales and delivery processes while leading other key initiatives to help position Nextech AR products in the market. 
• Managed Company Systems Audit to streamline application used to improve cross-functional efficiencies
• Implemented new processes to evaluate and onboard new software applications
• Co-led the Design & Development of a new Virtual Experience Platform - LiveX
• Project Managed and produced the virtual signature event - LiveNOW as a new Virtual Experience -Platform showcase. 
• Part of the executive team that defined the Go to Marketing Positioning and Messaging of core products
• Project Manage the new design of the company marketing landing page
• Client Engagment and account management of escalated client opportunities

Vice President of Special Projects

• Collaborate with all key stakeholders to help build the foundation of the Channel and Event Strategies at Nextech.  
• Developed and led channel marketing and strategic programs to enable channel partners to leverage Nextech AR's innovative virtual platform, which offers the event industry a more immersive and experiential way to connect. 
• Create Channel Marketing Tools for Partners to leverage as their sales kits to drive awareness and leads to Nextech 
• Build strategic presentation decks for investors and clients on the features and benefits of the Nextech Technology
• Build training materials that enable our Sales and Partners to highlight and showcase company product solutions
• Lead and Execute Sponsorship Event opportunities that help build Nextech as a DXP option for virtual events 
• Recruitment of Event Industry leaders to join Nextech 
• Outline the Sales to Delivery Experience Roadmap and establish new processes that help improve client experiences
• Co-create marketing content with partners inclusive of sizzle videos, and sales presentation documents

Director of Channel Marketing & Event Strategies

Hudson's Bay Company

• Engaged in corporate executive strategy meetings to allocate resources that support priority initiatives. 
• Managed  and prioritized the calendar of events for multiple banners
• Oversee and execute all strategic and operational functions of 8 annual off-site events aligned to HBC internal initiatives while managing budget savings of 20%. 
• Developed, managed, and communicated strategic training & development programs that support store teams in delivering elevated service experiences for full-service businesses. 
• Liasioned with strategic brand partners in the allocation of their regional support and resources for key marketing campaigns and activations
• Managed internal and external stakeholders and event suppliers for successful off-site events executions

Strategy & Operations Manager

• Strategic partnership with Merchant group,  Brand Partners, Store Operations and Marketing team in executing priority events that enhanced customer engagement in stores. 
• Managed $300K in payroll resources for training and development programs that enable stores to implement critical initiatives.
• Lead National Sales Manager conference calls that set event focuses, reviewed critical path action plans that would enable stores to exceed sales targets.
• Enabled over 15,000 in-store animation experiences through excellent collaboration with 3rd party demo support and brand representatives
• Achieved over 11 Million accumulative social impressions from a series of Inspired to Taste Canada events, and a 20% sales increase on each event date.
• Home sales increased 12% due to the success of the National Home Roadshow event in 4 cities with over 1200 participants.

National Sales Manager

• Project managed and executed all event plans and logistics for the first national Home Roadshow Event with a profit of $80K in event savings, and an 8% increase in sales for the following Fall season. 
• The success of this project involved skilled experience in the management of internal and external stakeholders, careful project management of critical path milestones, active collaborations between different enablement departments, excellent internal and external communications on event plans, and cautious budget planning and expense reconciliation.

Project Manager 

• As SME Business partner, collaborated with IT team and managed escalation process and priority of system updates to mitigate service interruptions, while enhancing on-line service experience.

Systems Business Manager 

• Elevated new brands‘ trust that HBC was an ideal hosting retailer through concise execution of Brands’  DNA and integrity in stores.
• Developed and trained new team on the process & procedures for the launch of the first Kleinfeld Hudson's Bay. 
• Project managed the cross country Intimates training event with 20  brand partners,  and trained 400+ associates.
• Coordinated over 200+ in store enhanced brand and product training experiences for internal associates.
• Created full service model and recruitment strategy for an incremental 200+ positions for top 18+ new brands.
• Standardized the Designated Seller Associate (DSA) Program Contracts, and established ownership of responsibilities that enabled a clearer and stronger partnership between brands, merchants, and stores.
• Managed the clothing allowance and incentive programs for Selling Specialists which resulted in a better in store management of inventory and an enhance appearance for selling specialists.

Brand Stewardship Manager

• Strategic partnerships with merchants, brand partners, marketing,  operations, and store team in planing sales-driving initiatives for all apparel groups, and drove a 12% increase over the plan.  
•  Negotiated an incremental 10% increase in annual payroll contribution for Designated Seller Program. 
• Lead Regional MMG Business Development Managers and delivered 5%+ plan on a $50M annual sales plan.

National Sales & Service Manager 

•In partnership with merchants, MMG Executives, and Store Executives, drove 8% sales increase for  MMG exclusive brands in 32 Ontario  Hudson’s Bay Stores through strategic training and development plans, consumer fashion events, execution of in-store merchandising presentation,  and strategic marketing plans.

MMG Business Development Manager

• Fast track training program experienced as Sales Manager, Merchandise Manager, and Assistant Store Manager in all HBC banners. 
• Strong performance in the diverse leadership roles lead to an early promotion as the  first  MMG Business Development Manager in Canada.

Future Executive Trainee - OPERATIONS

• Assisted Senior PDMs in the development of new collections for Private Brands through detailed execution in the product development process. 
• Role also involved team work collaboration with global sourcing team, technical design team and merchant team to ensure product quality assurance, and high sell through results.

Product Development Assocaite

Senior Director of Growth & Engagement at Quest AV | Thought Leader in Building Trust | Creative Audio Visual Solutions | #CommunityConnector | #Mentor | #SocialButterfly | #WomentoWatch | CMP | DES | SPEC | CSM | CSPO

Transforming communities through authentic connection and strategic innovation.
With 20+ years of leadership across corporate, association, and tech sectors, I’m driven by a mission to design spaces and engagement strategies where people feel seen, heard, and valued.

As the Founder & Chief Experience Officer of CAY VII INC. (est. 2019), I lead to deliver innovative strategies and meaningful experiences in the Events and Hospitality industry. In 2024, I expanded that vision by co-founding HER Seat at the Table—a thriving community built to Honour Empowerment and Resilience. Now as CEO, I oversee the execution and growth of all initiatives, championing collaboration over competition and creating intentional spaces for female leaders to rise, connect, and lead boldly.

Core Expertise:
Experience Design & Innovative Event Strategies
Market Research & Data-Driven ROI Optimization
Authentic Brand Storytelling & Messaging
Executive Coaching & Strategic Advisory
Partnership & Sponsorship Development

Industry Recognition:
Eventex Index 2024 – Top 20 Canadian & Top 100 Global Event Professionals
MPI Toronto 2024 – Mentor of the Year Nominee
Canadian Special Events 2024 – Industry Volunteer of the Year Nominee
Women to Watch 2023
Bizzabo’s Top 55 Event Experience Leaders 2022
MPI Toronto – Future Leader of the Year 2021

Professional Certifications:
Certified Meeting Professional (CMP) – Recognized standard of excellence in meetings, events, and hospitality

Sustainable Event Professional Certificate (SEPC) – Expertise in sustainable practices and social impact for live events

Virtual Event & Meeting Management (VEMM/DES) – Certified in digital event strategy and execution

Certified ScrumMaster (CSM) – Agile team leadership and project management

Certified Srum Product Owner/Product Manager (CSPO) – Strategic planning, stakeholder collaboration, and delivery of customer value

My Mission:
To build resilient communities where a sense of belonging sparks innovation, trust, and growth. Through both CAY VII INC and HER Seat at the Table, I offer strategic, human-centric consulting that drives impactful experiences and transformative projects.

Let’s Connect:
If you believe in the power of authentic leadership, inclusive experiences, and strategic innovation. Let’s explore how we can create extraordinary impact—together.

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The Battle

Shawn (Yih-Hsiang) Cheng

Connie Cay-Santos

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