Cadmium University
Show Me the Money!

Show Me the Money!

The way you deliver content, meetings, and events has changed. So, let's take a look at the numbers. Join us and learn how a Cadmium client and Partner have leveraged a unified approach to events and education to navigate the hybrid environment, diversify their revenue streams, and grow their audience in the face of radical change. Discover fresh and innovative ways to monetize content, save time, and deliver outstanding sponsorship experiences. We're talking real results, real data, and real stories.

Learning Objectives

  • Learn clients best practices in managing a hybrid event.
  • Discover new ways to monetize content in hybrid event and learning environments.
  • Understand the expenses involved with hybrid and what you should be considering.

Paul Zickert

Vice President of Partnerships


Paul Zickert, Vice President of Partnerships, Cadmium. Over the past 22 years Paul has been involved with technology and sales within the healthcare, trade show and corporate events industries. Paul previously worked at CVS Health, CDW, Flexera and GES. Recently at GES he led the global team for product and pre-sales for client facing technology. Paul has spoken at events such as Dreamforce ( annual event), CAEM, IAEE, CEMA and more. For 2022 he was selected to be on the IAEE Tech Committee. Paul loves technology, the data that tells a story and the overall success technology brings in helping people reinvision their roles and the efficiency gains technology can bring.

Jennifer Kerhin, CEM, CMP


SB Expos & Events

Jennifer Kerhin, CEO of SB Expos & Events, has more than 20 years of experience working with association tradeshows. Jennifer has a certification in meeting planner (CMP) and exhibition management (CEM), an MBA from Johns Hopkins University, and substantial executive-level association experience.

SB specializes in association events. As a technology-driven company, we are uniquely positioned to integrate live and hybrid components to maximize your association event’s potential. We develop non-dues revenue from association meetings through exhibits, sponsorships, registration, and advertising while reducing association expenses by optimizing event management practices.

Understanding that active involvement within associations is the key to success, Jennifer is a committed member and volunteer in IAEE. She has been a speaker at ASAE’s Annual Meeting and IAEE’s ExpoExpo! She also founded the IAEE DC Chapter Women Leadership bookclub.

Andrea Rouse, CMP PMP

Director, Conferences and Events

Merchant Advisory Group

Andrea Rouse, Director of Conferences and Events at the Merchant Advisory Group, has more than 15 years of experience strategizing, planning and executing conferences for associations and non-profit organizations. In this role, she collaborates with staff and key stakeholders to lead MAG's conference strategy and logistics. A native of Minnesota, Andrea currently resides in Maryland. She attended The Ohio State University where she earned undergraduate degrees in International Business and Spanish before moving on to complete her MBA degree from George Washington University in Washington, DC. Andrea also holds both Project Management Professional (PMP) and Certified Meeting Planner (CMP) certifications.
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