Tracks
Empowering Emerging Marketers to Connect, Contribute, and Grow
This track is built for early-career professionals stepping into the AEC marketing world. From day one, you’re part of a team—and these sessions will help you show up with confidence, ask smarter questions, and contribute meaningfully. Covering foundational topics like internal communication, brand alignment, and the proposal process, this track is designed to shorten the learning curve and help you understand how your role supports unified firm success. You’ll leave with practical tools, a clearer sense of purpose, and the confidence to grow your influence from the start.
Proposal Unity: One Team, One Vision
Lecture
THURSDAY, JANUARY 29 | 9:45 AM - 10:45 AM | Mulberry
FRIDAY, JANUARY 30 | 8:30 AM - 9:30 AM | Mulberry
Proposals are among the most collaborative efforts in an AEC firm–but early in your career, they often feel chaotic, disjointed, and overwhelming. Inputs come in late, deadlines feel rushed, and roles aren’t clearly defined. Whether you’re managing proposals solo or coordinating across teams, the path to success lies in one key principle: unity. In this session, we’ll explore practical, flexible models for organizing proposals based on structure, workload, and proposal type. You’ll learn how to clarify responsibilities, align contributors around a shared plan, and create repeatable systems to support quality and efficiency. You’ll leave with tools to foster shared ownership and purpose, so your team feels united, supported, and prepared to deliver stronger proposals together. We’ll also discuss common pitfalls and how to recover when things go off track, building confidence and momentum with each submission. When we unify around a clear process and shared vision, proposals transform from a checklist into a strategic advantage. Attendees will not only learn to improve their work but position themselves as proactive, adaptable team players with potential to take on leadership roles.
Key Takeaways
- Even a well-defined process must flex—learn to pivot without starting from scratch.
- Discover how to create cohesion across varied contributors.
- Learn to choose and adapt a proposal model based on your team's reality.
- Use workflows and forms to set expectations and keep contributors aligned across locations or disciplines.
- Learn how to leverage practical, scalable technology tools to unify the proposal process—improving consistency, collaboration, and efficiency across teams of any size.
About Pam
Pam Conine is a Senior Consultant at Shaffer Creative and is a known innovative leader with the expertise to enhance corporate image and develop new business through marketing communication strategies. A passionate advocate for client success, she is driven by a desire to help clients achieve their objectives through compelling internal and external marketing campaigns. With a keen eye for detail and a high level of organization, she sees the big picture while having the ability and proficiency to develop the tactics required to attain results. Pam is a Certified Professional Services Marketer (CPSM), and has previously served SMPS Chapter President, Co-Chair of SRC, SMPS Chapter Communications Chair, and continues to serve on SMPS North Texas’ communications committee. Prior to joining Shaffer Creative, she developed an extensive and varied 25-year career in marketing management for architectural and engineering firms, not-for-profit cultural institutions, and a consumer financial entity. Pam holds a Master of Business Administration degree, and master’s and bachelor’s degrees in theater.
What’s the ROI on That Happy Hour? A Cocktail-Themed Guide to Smarter, More Strategic BD
Lecture
THURSDAY, JANUARY 29 | 11:00 AM - 12:00 PM | Mullberry
Not all happy hours are created equal, and neither are your BD efforts. In the busy world of networking, industry events and client mixers, it's easy to feel like you're constantly "cheersing" without really moving the needle. This lively, cocktail-themed session will help you break down the true ROI of your BD activities - from industry happy hours and market sector-specific events to niche leads groups and curated client gatherings. We'll walk through a practical, easy-to-use "Go/No-Go" framework for deciding when to show up, when to follow up, and when to pass. But the best BD strategies don't stop at the bar. In our "Beyond the Cocktail" segment, we'll explore other powerful ways to connect with clients and stand out from the competition - like hosting lunch & learns, planning project tours, and creating meaningful touchpoints that build trust and win work. You'll leave this session with a clear framework for deciding which BD events align with your goals, how to clearly demonstrate the value of your efforts to leadership, and how to unify your team's efforts around activities that deliver results so you're not just busy, you're building real momentum.
Key Takeaways
- Identify the different “flavors” of BD networking events and evaluate their impact on your pipeline
- Learn a "Go/No Go" decision-making process to evaluate which BD events are truly worth attending
- Explore "Beyond the Cocktail strategies" like lunch and learns, project tours, and other creative ways to build client connections.
- Walk away with a framework for saying “yes” to high-impact activities and confidently reporting what works (and what doesn’t) to leadership.
About Brittany
Brittany is the Director of Business Development at Kitchell, a local project management firm. In her role, she focuses on building and maintaining strategic client relationships while developing creative approaches to grow revenue and expand Kitchell’s market presence. Brittany brings both expertise and energy to connecting owners with the resources they need for successful outcomes. She is the Immediate Past President of SMPS Austin and a Certified Professional Services Marketer (CPSM). When she is not focusing on all things business development, you can find her cheering on her boys at sporting events, traveling, or playing golf.
About Roberta
Roberta Salas is Dunaway’s Central Texas Business Development Director and Principal, with 20+ years of expertise in sales with a proven track record to identify and capitalize on new revenue growth opportunities, while fostering a culture of mentorship and professional growth for the firm. She works with executive leadership to formulate and build comprehensive strategies, leveraging market data and economic drivers, and exploring innovative systems that increase productivity. In addition, she is deeply committed to nurturing Dunaway's next generation of sales professionals. Through hands-on mentorship and training, she empowers emerging talent to develop the skills necessary to build sustainable growth for the firm.
Burnout Banter LIVE: What We Wish We Knew – An AMA for Emerging AEC Marketers
Lecture / LIVE PODCAST RECORDING
THURSDAY, JANUARY 29 | 1:45 PM - 2:45 PM | Mulberry
New to AEC marketing? You’re not alone, and this is your space to ask anything. Join Rachelle Ray, seasoned marketer, and Jeff Visnic, engineer-turned-marketing ally, for a live, unscripted recording of their podcast Burnout Banter. This interactive AMA-style session is built for early-career marketers navigating proposals, technical teams, and the steep learning curve that comes with this field. Rachelle shares what she wishes she'd known starting out; Jeff offers the SME perspective on how new marketers can make a strong impression. Expect honest advice, relatable stories, and a few good laughs as we tackle your real-world questions about working with SMEs, handling deadlines, and avoiding burnout before it starts. No slides. No scripts. Just a candid conversation from two pros who’ve been in your shoes.
At this session attendees will learn best practices to:
- Walk away with real-world advice for navigating proposals, building trust with technical teams, and managing stress early in your AEC career.
- Learn what seasoned marketers and SMEs wish you knew from day one.
- Plus practical tips for better communication, setting boundaries, and growing your confidence in a high-pressure, fast-paced industry.
About Rachelle
Rachelle is an AEC marketing leader dedicated to creativity, education, and empowering marketers to find their voice within their organizations. As Head of AEC Marketing Innovation at OpenAsset, co-founder of Proposal Industry Experts, and owner of RMR Consulting, she helps firms elevate their marketing strategies, enhance collaboration with technical teams, and improve efficiency in pursuit management.
With over 15 years of industry experience, Rachelle is a passionate advocate for education, burnout prevention, and building a stronger marketing community. A keynote speaker and industry thought leader, she has presented at leading conferences, multiple SMPS regional conferences (SERC, SRC, SWRC, PRC, and NERC), as well as local SMPS, APMP, and ACEC chapters. She also played a key role in developing the first AI certification for proposal professionals. Through her work, she fosters conversations that bridge the gap between marketing and leadership, ensuring professionals have the tools and support needed to thrive.
Committed to advancing the profession, Rachelle continues to drive discussions on AI, marketing innovation, and the evolving role of AEC marketers in a rapidly changing industry.
About Jeff
Jeff is a Certified Fearless Living Coach (CFLC) and is the founder of Reclamation Collaborative. Having spent 20+ years as a working professional in the construction industry, Jeff has witnessed and experienced first-hand the impact your job can have on the other areas of your life if you don't vigilantly protect them. He provides the skills and tools people need to identify the elements of their lives that are most important and the support and accountability to help them live the life they want without sacrifice or regret.
From Wallflower to Power Player: Unifying Business Development and Technical Staff
Lecture
THURSDAY, JANUARY 29 | 3:00 PM - 4:00 PM | Mulberry
Part of our job as business development professionals is to empower our technical staff to `sell` our firm's services; however, we are often met with pushback. We may hear, `I can't do that,` or `I don't know how to do that,` or `I don't have time to do that.` Still, the `Seller-Doer` model of business development remains increasingly prevalent in the A/E/C industry, and there is evidence that supports that the best person to `sell` a service is the person doing the work. So how do we get our hesitant staff to willingly participate in something so many people find uncomfortable? Rooted in science, this session will provide realistic and tangible tips and tricks you can give to your staff to help put them at ease in any social situation. It will provide practical, step-by-step instructions on how to hack business development in a professional setting, including where to stand, what to say, and when to walk away. We will also explore the psychology of why `selling` is so difficult for some people, and we will use science to overcome that barrier, empowering you and your staff to connect with potential clients in any situation.
Key Takeaways:
- Demystify "business development" and gain a better understanding of what it is and its purpose
- Learn about the various types of business development models, including the "seller-doer" model
- Gain practical tools to take the guesswork out of business development
- Identify best practices for business development in technical staff
About Amanda
Amanda Greenfield, CPSM serves as the National Director of Business Development at Walker Consultants, where she spearheads strategic growth initiatives across the firm’s Forensics, Restoration, Vertical Transportation, and Building Envelope service lines. With nearly two decades of experience in marketing and business development within the A/E/C industry, Amanda blends deep sector knowledge with a passion for building authentic relationships and driving impactful growth.
Amanda is a CPSM and an active leader in SMPS. She currently serves as President-Elect of the SMPS Austin Chapter and previously held the role of Treasurer for two consecutive terms. Amanda holds a Master of Business Administration from Texas State University and earned her Bachelor of Arts with Honors from The University of Texas at Austin.
Getting Beyond 'This Sucks': Critical Advice about Criticism and Advice
Lecture
THURSDAY, JANUARY 29 | 4:15 PM - 5:15 PM | Mulberry
Critique is a fundamental part of any collaborative environment, yet few professionals are taught how to navigate giving — and receiving — feedback well. Whether you're reviewing a proposal draft, navigating a challenging client conversation, or participating in a team debrief, your ability to engage in productive critique can directly impact project outcomes and professional relationships. In this candid, practical session, we'll explore proven strategies to make feedback more effective and less stressful — from setting clear expectations to receiving input without defensiveness. Along the way, you'll learn a bit about the neuroscience of how the brain processes criticism, how identity and mindset influence receptivity, and how feedback resilience can empower your personal life as much as your professional work. You’ll leave with tools to make feedback less stressful, more useful, and even enjoyable.
Key Takeaways:
- Learn techniques for delivering feedback during proposal development that is constructive, actionable, and aligned with shared project goals.
- Practice strategies for requesting and receiving feedback in ways that reduce defensiveness, foster trust, and promote growth.
- Build resilience and emotional intelligence to navigate difficult conversations with greater confidence and clarity.
About Erica
Erica Brooks is a designer and creative director who thrives on designing multi-page documents. InDesign is her happy place. She digs details like efficient processes, clean files, and understanding the business goals behind each project. One of the most common pieces of feedback she hears from clients is “You ask the best questions.” For that, she credits her journalism education and her general disposition of curiosity about the world. When not engrossed in a page layout project or refining a pitch deck, Erica is usually planning an adventure along the lines of hiking the Inca Trail to Machu Picchu or exploring festive Christmas markets around Germany.
Grow or Go: Intentional Career Building for AEC Marketers
Lecture
FRIDAY, JANUARY 30 | 9:45 AM - 10:45 AM | Mulberry
You’ve got a few years under your belt in AEC marketing, but what’s next?
Whether you're eyeing leadership within your firm, exploring outside opportunities, or considering entrepreneurship, this session helps you lead from where you are to grow into where you want to be. We’ll explore how to identify your blind spots, build trust with internal and external networks, and create your own path to leadership, even when it doesn’t seem like there’s room to grow. Through real-world stories from two marketers who took wildly different paths to leadership, we’ll examine internal entrepreneurship, external pivots, and knowing when to grow or go. You’ll leave with tools for self-reflection, a career “Go or Grow” form, and tactics to align your values and goals with your firm’s culture or find (or create!) one that fits. If you’re ready to stop waiting for permission and start building your future, this session is for you.
Key Takeaways
- Discover how to build trust, take initiative, and capitalize on leadership opportunities, no matter your title.
- Learn to identify the habits and stories that may be holding you back from growth.
- Use tools for self-reflection and career mapping to align your goals with your current firm or explore new directions."
About Joyce
Joyce Watson, CPSM is an award-winning marketing leader known for transforming how the A/E/C industry thinks about connection, growth, and leadership. She currently serves as Principal of Marketing at Cleary Zimmermann Engineers—the largest MEP engineering firm in South Texas—a distinction the firm achieved during Joyce’s tenure leading the marketing department. She oversees firmwide marketing strategy, brand management, corporate communications, and promotional initiatives.
Since joining the firm in 2014, Joyce has played a key role in its statewide expansion and dramatic revenue growth. Promoted to Director of Marketing in 2019 and named the firm’s first non-technical and first female principal in 2023, she has helped elevate marketing from a support function to a central driver of business strategy, culture, and innovation.
Joyce is also a passionate advocate for education and service. She serves as Assistant Secretary of the San Antonio Young Women’s Leadership Academy Foundation and chairs the Community Relations Committee for the Real Estate Council of San Antonio, where she previously led its inaugural Community Project.
She holds a Bachelor of Arts in History from the University of Southern California, where she graduated summa cum laude and Phi Beta Kappa, and is a Certified Professional Services Marketer.
About Audra
Audra Allen is the President and co-founder of Emerald Fox Marketing, established in 2016 to serve the AEC industry through strategic, creative marketing solutions. With a background in design and professional services marketing, she combines technical expertise with innovative thinking to help firms reach their potential. An Adobe Certified Professional, she leads InDesign workshops for marketing teams and industry organizations, blending technical training with practical applications to strengthen pursuit efforts. Actively involved with the Society for Marketing Professional Services (SMPS), Audra has served in multiple leadership roles, including President of the San Antonio chapter, and is recognized for her focus on leveraging strengths through smart planning and execution.
