Sales Management

BAILEY BEEKEN

******.******@*****.*** 917-***-**** New York City, NY

http://www.linkedin.com/in/baileybeeken

Experienced Trade Show Executive

. 360 degree approach to developing and delivering successful events.

. Strong record of comprehensive process improvement and cost

containment across a wide variety of event types.

. Detailed, quantitative and analytical cross-channel marketing

expertise in all current marketing mediums.

. P&L development and financial modeling for all events managed.

. Extensive experience in negotiating all event function areas in a

broad range of venues, including F&B, catering services, A/V, union

labor, production and decorating equipment, and keynote speakers,

. Adept at handling complex cross-team dynamics.

. Enjoys and is successful at engaging with and developing great

relationships with internal and external stakeholders.

PROFESSIONAL EXPERIENCE

LINCOLN HEALTHCARE EVENTS, Inc. - Norwalk, CT

VP - (Senior Living and Post Acute Care Conferences)

April 2011 - Present

Recruited to run two high-level sponsored and hosted buyer events in the

senior living and post-acute senior care industry for C-suite executives.

Responsibility for overseeing all aspects of P&L management, sales, and

marketing, operations, and product development; report to CEO/Founder

Highlights

. Launched a new event in 2012 for Senior Living executives that was

well received and had the highest attendance for a first year event in

Lincoln history.

. Cultivated and managed key relationships with buyers, sponsors,

associations and key media to develop new launch.

. Re-organized P&L for better cost containment on existing event and

developed across-the-board event comparisons for greater efficiencies

company-wide.

THE NIELSEN COMPANY, New York, NY

VP - The Film Group (Reality Rocks - The 3D Experience)

March 2010 - March 2011

(division purchased by Prometheus Global Media)

Brought in to do research and launch two new B2C events in the film and

television industries; reported to Group VP

Highlights

. Created high-level brand awareness of both events through extensive

use of social media, including the development of an on-line contest

driving over 170,000 unique hits eliciting over 90,000 votes within a

3 month period.

. Worked in conjunction with senior management to create systems and

procedures to support the newly launched events.

. Evangelized events internally and externally to key stakeholders

creating market drivers and leveraged exposure for events.

. Met personally with senior level executives from 25 of the major

networks to develop relationships in promoting Reality Rocks event.

VP - The Jewelry Group July 2007-

August 2009

(JA Shows and Couture International, National Jeweler Magazine and 7

national and international websites)

Recruited to run the International Jewelry Division with Responsibility for

overseeing all aspects of P&L management, sales, and marketing, operations,

and product development; reported to Group VP

Highlights

. Created new digital offerings, adding significant incremental revenue

that grew digital revenues from $60K in annual revenues in 2007 to

over $600K in 2009.

. Functioned as principal in negotiating all strategic partnerships

including, key associations, key suppliers, industry alliances and

client partnerships across diverse portfolio.

. Arbitrated hotel, catering, production, venue and union contracts

across all properties, including the Javits Convention Center,

Marriott Marquis, Freeman Decorating, and the Wynn Properties,

reducing costs for the division by over $2M in two years.

. Spearheaded profit-margin retention of under-performing events across

the division during economic down-turn.

B. Beeken Resume - Page 2 -

WORKING MOTHER MEDIA, New York, NY July 2006

-July 2007

VP - Events (Multiple Conferences)

Recruited to run an international division that focused on Diversity and

Women in the Workplace with direct responsibility to extend the Working

Mother consumer brand into the B2B space and internationally.

Responsibility for overseeing all aspects of P&L management, sales, and

marketing, operations, and product development; reported to COO.

. Conducted competitive analysis and developed growth strategies in

overseas markets that included launching conferences in Brazil and

South Africa.

. Found partner and negotiated terms for a new program involving working

mothers in the legal field, generating over $175,000 in revenue in its

first year.

. Created new conference program for corporate network and affinity

leaders, generating $250,000 in sponsorship revenue.

ADVANSTAR COMMUNICATIONS, INC., New York, NY April 2005-

June 2006

Interim Show Director - Licensing International

Recruited to re-organize underperforming unit, create new revenue and

streamline portfolio. Full responsibility for re-orienting systems,

process, product lines and personnel; reported to VP.

Highlights

. Conducted thorough review and analysis of market, client needs and

products to develop strategic growth for event that was wall bound at

the Javits Center.

. Implemented organizational change by re-assessing vendors, staff and

operational systems, increasing profits by 14%

. Created "Executive Deal-Making Suites" and managed sales team in

selling new concept, generating over $250K in revenue, year one.

. Functioned as principal in developing and maintaining all key

stakeholder relationships for bellwethers, buyers, associations, and

media.

INFORMA, PLC (formerly Institute for International Research), New York, NY

October 2002-March 2005

President, Exhibitions US - (Multiple Conferences and Tradeshows)

Recruited to create a stand-alone, growth-oriented trade show division from

non-conference "only" events within the company. Responsible for

overseeing all aspects of P&L, sales and marketing management, operations,

and product development. Did extensive financial and competitive analysis

for drive organic growth and prepare for divesture. Charged with

strengthening all events in their respective markets to maximize sale

price. Successfully sold all properties in March of 2005; reported to COO.

Highlights

. Pulled together disparate group of small and large scale conference

events and one publication to create operational efficiencies

resulting in a 22% reduction in costs.

. Functioned as principal in negotiating all strategic partnerships

including, key associations, key suppliers, industry alliances and

client partnerships across diverse portfolio.

. Conducted intensive competitive analysis and created strategic plans

focusing on revenue and product development, cost containment, and

operational efficiency.

ADAMS BUSINESS MEDIA, New York, NY

VP - Trade Shows and Conferences (Multiple Tradeshows and Conferences)

January 1998-January 2001

Recruited to help senior management create an internal tradeshow and events

division within B2B publishing company. Conducted in-depth market analysis

to identify, purchase and run exhibitions for Adams. Full P&L management

focusing on cost containment, profitability management and growth of

portfolio revenues. Successfully sold division in December 2001; reported

to CEO/President.

Highlights

. Developed systems and operations to support the integration of all new

business units in the portfolio in both national and international

locations.

. Identified key targets and negotiated directly with over 13 potential

acquisitions (both domestic and international), conducting all due

diligence. Bought and subsequently sold three businesses, where

profits increased by 15%, 100%, and 63% respectively.

B. Beeken Resume - Page 3 -

BELLWETHER EXHIBITIONS, INC. White Plains, NY

Founder and President (multiple traeshows)

March 1989-June 1997

Raised start-up capital and founded trade show and association management

company with shows in the amusement park, art and antique, and government.

Full P&L and financial management, forecasting, operations, staff, sales

and marketing management; reported to private financial partners.

Successfully sold business in June 1998 to Reed Exhibitions.

Highlights

. Grew business to $4M in revenues.

. Principal that developed and maintained relationships with all

strategic stakeholders, including internal team, associations, key

clients, vendors and partners.

. Developed and implemented analytic methods to set objectives,

strategies and tactics to reach all vertical segments of industries

served for trade shows, associations and web.

. Created and launched 4 successful trade shows, including Art Resources

Tradeshow, Forensic Science and Crime Scene Technology, FUN Expo, and

the NY Coliseum Winter Antiques Show.

. Wrote and received $500,000 in a funding grant obtained from the

National Institute of Justice.

. Launched and ran Intl. assoc. for Family Entertainment Centers

(Formerly IFECA), which grew to 750 retail members over 6 years.

EDUCATION

UNIVERSITY OF NEW HAVEN Economics

SUNY- Purchase Liberal Arts

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