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

Dedicated Brand Strategist | Social Media Manager | Strategic Brand Development | Community Engagement | Speaker🎙 | Event Producer | Marketing Expert

Hey, y’all! 👋🏾

Soraya is my name, but digital media marketing is my game.

I’m a Digital Media Strategist with 10+ years of progressive experience creating high-impact campaigns, skyrocketing impressions, and launching brands into new markets. As a strategic storyteller, I’ve driven social media strategies, content campaigns, and operational transformations that improved profitability and expanded brand footprints across higher education, aesthetics, community development, and lifestyle industries.

My career highlights include:

- Transforming Lake Conroe Beach Park from 0 to 100; building the brand from scratch as it shifted from county-run to privately managed. When I started, the park had no social media presence, no partnerships, and under 1K visitors a month. Today, it’s a thriving year-round destination with 30K+ monthly visitors, 75K+ annual website visits, 20K+ social followers, and more than 50 local business partnerships.
- Spearheading collaborations with local companies and vendors around Lake Conroe to increase tourism visibility, establish seasonal markets, and position the park as a premier regional attraction.
- Leading social media strategy for large-scale conferences and building influencer + content creator pipelines for campaigns running months in advance.
- Designing and executing multi-channel campaigns, generating 10%–75% growth in engagement and audience reach.
- Launching content calendars and ad funnels for national universities, improving CTR, reducing CPA, and fueling enrollment inquiries through creative storytelling.

With my collaborative approach, I blend digital marketing strategy, public relations, content creation, video production, and event marketing, leveraging my signature energetic personality to drive game-changing growth.

Creating engaging content in a virtual sea of competitors is my passion, and it’s a challenge I gladly accept. I’m quick to identify untapped opportunities and deliver innovative solutions that propel engagement and ROI.

As your resident #socialmediaexpert, my goal is to help you understand, maximize, and benefit from the power of digital marketing to boost leads, sales, brand awareness, and digital footprint. My niche is humanizing marketing, building authentic connections between brands and consumers.

LET’S CONNECT🤝🏽
I welcome the opportunity to discuss how my expertise can benefit you. 

Book time with me:https://bit.ly/timewithsj
@sorayajanae

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The Battle

Shawn (Yih-Hsiang) Cheng

Soraya J Herbert

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