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

snöball event marketing

snöball helps event professionals cultivate trust and authenticity by putting word-of-mouth to work. snöball gives an event’s ambassadors an easy-to-use, automated event marketing tool that allows them to amplify the event reach while tending to their own digital brand.

Snöball generates unique, branded landing pages for each speaker, sponsor, exhibitor, and attendee, populated with their custom information to promote their participation at the event. This gives event professionals access to untapped potential participants and helps increase event brand awareness at scale.

Events with a heavy focus on education can leverage their speakers’ roaster to create content-focused landing pages pre-event. Post-event, a speaker might choose to do another outreach, this time by sharing their slide deck and any learning outcome from their session.

snöballer-in-chief

sensov/ event marketing

* Strategic and creative 
High quality creative and strategic work and proactive service is central to my approach. I support our clients’ marketing efforts to build attendance, activate sponsorship and engage members.  * 

* Partnership
 Think of sensov/ event marketing as your in-house agency, an extension of your business. That’s how I approach our collaboration with our clients. More than 95% of our clients worked with us on more than one occasion.

* Niche marketing: events 
14 years of dedicated marketing services to the event industry. Having gained a profound sense of the event industry and has worked closely with associations to deliver successful national and international events, I evolved naturally to extend our expertise to association marketing. It allows me to complete the engagement cycle post-event with a year-round omnichannel marketing approach.

We delivered:
- Canadian Institute of Mining, Metallurgy and Petroleum Convention
- World Congress of Food Science & Technology IUFoST
- World Parkinson Congress 
- World Congress on Suicide Prevention
- PCMA Canadian Innovation Conference
- McGill Summer Institute
- McGill Refresher
- Canadian Institute of Actuaries 
- Goldschmidt Conference
- UICC World Cancer Congress 
- Tournée manufacturière de Deloitte dans 9 villes Québécoises 
- EVVÉ Conférence et salon commercial sur les véhicules électriques
- International Papillomavirus Conference
- Geospatial Information & Technology Association Conference 
- Court Technology Conference / National Centre for State Courts
- Canadian Conference on Ovarian Cancer Research
- Ontario Hospital Association HealthAchieve 
- Annual Entrepreneurship Conference / Youth Employment Services 
- Salon commercial du lancement de programmation des 9 chaînes télé Astral Media 
- Salon du Cadeau de Montréal - DMG
- Tournoi de Golf SAQ 
- Gala annuel Desjardins 
- Congrès annuel de l’APEQ (Association des Professionnels en Expositions du Québec (APEQ)

Senior #EventMarketing Strategist

Attendance Marketing

- Lead role in concept development for all client related marketing initiatives.
- Manage the roll-out of marketing plans in collaboration with – Senior Project Pilot.
- Work with design personnel so as to ensure the timely delivery of effective marketing  tactical initiatives.
- Provide strategic input and guidance across the landscape of Attendance Marketing operations.

Creative Director (Consultant)

Tradeshow Directory

Art Department Manager | Creative Director

Casernes Advertising

Art Director

Team Advertising & Marketing

Intermarkets

Hi there! I'm Rachel. 
Since 2001, I've been on an exciting journey in the event industry, starting with advertising and moving into the heart of event marketing. There, I mastered all the ways to create a buzz and get the right people to events.

Before starting Snöball, I ran my own event marketing agency Sensov/. We helped organizers promote their events globally using a mix of marketing strategies. 

Then it hit me – we're always marketing to the same audience again and again. 
Marketing an event needed a chorus, not just an echo. 
That’s when the 'aha' moment happened – 
to amplify events, extend the reach, attract the right people, and increase our attendance goals, we needed to tap into our own audience’s trust and connections. 

Enter Snöball. 
It's my brainchild, a solution that helps event marketers grow their conferences and tradeshows by mobilizing their attendees, speakers and partners to do the talking. 

Snöball helps scale and track word-of-mouth to drive more registrations. 
It's about making each participant a promoter. 
With Snöball, their stories become our megaphone.

My vision for Snöball? It’s pretty clear – to make 'Snöball' the go-to solution for people-led marketing that grows events organically. 

I built Snöball on the belief that great experiences and great content – need to be shared and ‘Snöballed’. 

Ready to Snöball your event?
Happy to chat. It’s only 17-min.

PS: don’t ask me about EWD, I won't/can’t tell :-)

taplio

The Battle

Shawn (Yih-Hsiang) Cheng

Rachel Stephan, DES, EWD ❄️

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