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Session 7: Roadmaps for reinvention – monetisation; collaboration; experimentation

Highlights and deeper discussion on the hottest topics raised during Dubai Association Centre’s online event held in September 2021, supplemented with insights from recent global surveys. What strategic paths are associations adopting to reinvent themselves, so as to deliver on their mission?  How can we fully monetise the assets we possess, such as our knowledge banks, our community outreach, or our events? What new forms of collaboration can we initiate, with which new partners?  What does it take to really create an environment where experimentation is not only accepted but celebrated?

Moderator: Tommy Goodwin, VP Government Affairs, Exhibitions & Conferences Alliance


21 February 2022


3:45 pm - 4:45 pm




  • Alessandro Jacques Cortese
    Alessandro Jacques Cortese
    CEO, European Society for Radiotherapy & Oncology

    Alessandro is since 2009 the CEO of ESTRO, the European Society for Radiotherapy and Oncology and Chairman of the ESTRO Cancer Foundation, and is an Honorary President of ESAE, the European Society of Association Executives. Since 2021, Alessandro is also a partner at Association Investment Partners (AIP), an initiative to fund growth and change in international associations.

    He has gained significant experience as Director of the Association Management practice at the MCI Group, working with international associations, such as the Project Management Institute (PMI), IAEE (International Association of Exhibitions and Events), DMAI (Destination Marketing Association International), CIC (Convention Industry Council) and APICS (The Association for Operations Management).

    He holds an MBA, is a PhD candidate in Management Sciences at the University of Antwerp, and co-founded the Executive Master in International Association Management at the Solvay Business School in Brussels, where he also serves as Lecturer in Strategy and Co-Academic Director.

    Alessandro is a member of several Advisory Boards and is regularly invited to give talks to industry events and congresses, focusing on strategy for International Associations.

  • Dean A. West
    Dean A. West
    FASAE – Association Leadership Strategist and Futurist

    Dean West, President of Association Laboratory, is a globally recognized thought leader and futurist for the association community. For more than 20 years he has researched what works and does not work in association strategy and leadership.
    An engaging, provocative and conversational speaker, he understands the unique needs of association leaders working in a complex, dynamic environment. Mr. West’s research-based insights inform and inspire.
    A Fellow of the American Society of Association Executives. He has served on the Board of Directors for the Association Forum, as Past Chairman of ASAE’s Professional Development Council and as a past member of ASAE’s Membership Council. He is a former association chief staff officer with experience leading national and international associations.
    Mr. West founded Association Laboratory, Inc. in 1999. Association Laboratory, Inc. specializes in the research and development of strategy for trade and professional associations and in the provision of strategic education for association leaders. The company serves a global client base of professional, trade and corporate organizations through offices in Chicago, IL and Washington, DC.

  • Jason Thomson
    Jason Thomson
    Professional thinker, copywriter and speaker

    For more than two decades and a thousand projects, speechwriter, storyteller and ideation lead Jason Thomson has been hired to passionately win over audiences and sell ideas through content, writing and storytelling. The world’s smartest organizations turn to Jason’s creative leadership and original mind as a way to create better presentations, pitches, events, blogs, PR, infographics, Podcasts, websites, and more – all to address sales, marketing, HR and operational challenges. Jason helps your leaders explore, develop and sell with engaging and clear presentations that inspire action. As a professional thinker, copywriter and speaker, Jason has fueled the trajectory of the world’s most important brands, including Intel, RBC Royal Bank, Nissan, Entertainment One and McCain Foods. His powerful perspective on what it takes to imagine, develop and sell an idea transforms audiences, leaving them prepared to think faster, better and brighter.

  • Tommy Goodwin
    Tommy Goodwin
    VP Government Affairs, Exhibitions & Conferences Alliance

    Thomas F. (Tommy) Goodwin is Vice President of the Exhibitions & Conferences Alliance (ECA), a newly-formed association dedicated to the recovery and advancement of the business events industry. In this role, he leads ECA’s advocacy on behalf the interconnected ecosystem of event organizers, exhibitors, suppliers, venues, and destinations comprising the global business events landscape. Prior to joining ECA, he spent more than 20 years in progressively senior roles for several globally-recognized corporations and associations, including Oracle, AARP, and the Project Management Institute. Additionally, he was a research fellow at Harvard Business School focused on the global environment in which organizations operate. He has a B.B.A. from The George Washington University, an M.B.A. from Auburn University, and a Postgraduate Diploma in European Union Law from King’s College London. He also holds a Certified Association Executive designation from the American Society of Association Executives and a Project Management Professional certification from PMI.

  • Tracy Bury
    Tracy Bury
    Deputy CEO, World Physiotherapy

    Tracy Bury is deputy chief executive officer at World Physiotherapy, the global body for 125 physiotherapy member organisations, representing more than 685,000 physiotherapists, and has over 25 years’ experience in the association sector. After qualifying as a physiotherapist in the UK she worked clinically before moving into research and policy after a Masters in Health Science. At the Chartered Society of Physiotherapy in the UK she led the national programme of work to develop evidence based physiotherapy practice and research policy for the allied health professions. Tracy joined World Physiotherapy in 2002 and her role now includes responsibly for the international congress, strategic planning, education, policy and communities of practice. She has presented and published both nationally and internationally, as well as serving as a journal editor and contributing to research committees, awards panels and advisory boards, in both the physiotherapy and business events sectors. Tracy is the immediate past president (2020-2022) of the Associations & Conference Forum, which has 39 international & European member associations advancing association leadership and congress management.

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