Trish SchoofAEM’s Trish Schoof recently earned her certified exhibition management (CEM) designation from the International Association of Exhibitions and Events (IAEE).

IAEE's CEM designation is globally recognized, and it demonstrates the highest professional standard throughout the exhibitions and events management arena. It requires passing nine courses composed of essential concepts required of a professional in the exhibitions and events management industry. To obtain it, a professional must possess both a wealth of real-life experience and years of industry knowledge.

“The CEM designation has aligned with my career goals and provided me education that covers every facet of exhibition and event planning, allowing me to have a broad understanding of the requirements the AEM team has to execute flawless exhibitions and events for our industry,” said Schoof, who works as AEM’s director of event data.

Schoof joined AEM in 2011, starting as an intern in the association’s public affairs department, where she managed AEM’s I Make America campaign before moving on to the association’s exhibitions and events team.

“I quickly grew to see that events were my calling and found my passion in data capture and analysis for AEM trade shows,” she said. “I look to continue to enhance our abilities as an organization to provide data-driven insights to our exhibitors and members.”

In her current role as director of event data, Schoof oversees a team of AEM staff that is responsible for show registration, lead retrieval and behavioral tracking services for AEM exhibitions. She is also tasked with providing insights to the association’s exhibitions and events team to help drive data-based decisions related to the future of AEM trade shows.

Prior to joining AEM, Schoof graduated from Carroll University (Wis.) with a Bachelor of Science degree in health science and a business management minor.

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