Content Committee
Meet Our Content Committee
Sònia Serracarbassa Catalunya Convention Bureau Director
Sònia Serracarbassa is the director of the Catalunya Convention Bureau at the Catalan Tourism Board. She is responsible for the creation of the Bureau, which has run for 15 years and is focused on a reoriented strategy including innovation, actions for positive impact, and creating cross-sector value with other industries. She ideated and leads the first MICE single-market and cross-sector European project BEFuture to shape the business events of the future, connecting the meetings industry with tech, entrepreneurial, and start-up ecosystems and pushing innovation, accelerating 80 projects in six European countries.
With over 25 years of experience in the public and private tourism sector, Sònia has worked in different sub-sectors of the industry. Her professional experience includes strategic plans, new projects and business development, destination marketing, market research, product creation, quality plans, tourism policy and European projects. In addition to her current position at the Catalunya Convention Bureau, she stands out in her professional career for her consulting work with multinationals such as Deloitte and other international firms. Throughout her more than eight years of consultancy, she has specialised in projects for the tourism sector, both public and private, and for public administrations in different sectors.
At an academic level, she has completed master's-level courses in business management, tourism, strategic and digital marketing, and strategic innovation.
In her role as director of the Catalunya Convention Bureau, besides defining the meeting industry strategy for Catalonia and its management, she actively participates in conferences and different international business events. She is an active member of the Strategic Alliance of National Convention Bureaus in Europe, ICCA, PCMA and City Destinations Alliances; and she gives advice at various events. She teaches at universities In Barcelona on the meeting industry and its planning in destinations.
Sònia Serracarbassa
Catalunya Convention Bureau Director
Sònia Serracarbassa is the director of the Catalunya Convention Bureau at the Catalan Tourism Board. She is responsible for the creation of the Bureau, which has run for 15 years and is focused on a reoriented strategy including innovation, actions for positive impact, and creating cross-sector value with other industries. She ideated and leads the first MICE single-market and cross-sector European project BEFuture to shape the business events of the future, connecting the meetings industry with tech, entrepreneurial, and start-up ecosystems and pushing innovation, accelerating 80 projects in six European countries.
With over 25 years of experience in the public and private tourism sector, Sònia has worked in different sub-sectors of the industry. Her professional experience includes strategic plans, new projects and business development, destination marketing, market research, product creation, quality plans, tourism policy and European projects. In addition to her current position at the Catalunya Convention Bureau, she stands out in her professional career for her consulting work with multinationals such as Deloitte and other international firms. Throughout her more than eight years of consultancy, she has specialised in projects for the tourism sector, both public and private, and for public administrations in different sectors.
At an academic level, she has completed master's-level courses in business management, tourism, strategic and digital marketing, and strategic innovation.
In her role as director of the Catalunya Convention Bureau, besides defining the meeting industry strategy for Catalonia and its management, she actively participates in conferences and different international business events. She is an active member of the Strategic Alliance of National Convention Bureaus in Europe, ICCA, PCMA and City Destinations Alliances; and she gives advice at various events. She teaches at universities In Barcelona on the meeting industry and its planning in destinations.
Khoo Yew Jin Vice President of Brand & Customer Experience, Constellar
With close to two decades of experience, Yew Jin is an experienced
marketer and digital transformation champion. At Constellar, he is responsible for marketing, customer experience and
festival planning at Singapore EXPO, and has a proven track record in tech
enablement and commercial partnerships. He was previously Head of
Marketing and E-Commerce at Qatar Airways Singapore, leading best-in- class campaigns and driving exponential e-commerce revenue.
Beyond being Constellar’s Vice President of Marketing, he is now also part
of the SACEOS Executive Committee as Vice President, Digital & Innovation,
SACEOS (Singapore Association of Convention & Exhibition Organisers &
Suppliers) Organisation.
Khoo Yew Jin
Vice President of Brand & Customer Experience, Constellar
With close to two decades of experience, Yew Jin is an experienced marketer and digital transformation champion. At Constellar, he is responsible for marketing, customer experience and festival planning at Singapore EXPO, and has a proven track record in tech enablement and commercial partnerships. He was previously Head of Marketing and E-Commerce at Qatar Airways Singapore, leading best-in- class campaigns and driving exponential e-commerce revenue.
Beyond being Constellar’s Vice President of Marketing, he is now also part of the SACEOS Executive Committee as Vice President, Digital & Innovation, SACEOS (Singapore Association of Convention & Exhibition Organisers & Suppliers) Organisation.
Caroline Mackenzie Executive Director, ISHA: The Hip Preservation Society; Managing Director, The Conference Consultancy Ltd.; Association Director, OpenAudience
Caroline is an experienced association manager and event manager with over 35 years’ experience working with medical associations, patient groups and corporate healthcare organisations. Through this, she has developed specific knowledge and understanding of the evolving needs of the medical and life-science association sector, as well as the wider changes within the medical and healthcare meetings sector.
Caroline is owner and founder of The Conference Consultancy, which provides operational and consultancy services directly to not-for-profit organisations, academic institutes, venues, and DMOs, with a specific focus on medical and healthcare associations and academic institutes.
She is passionate about the evolution of the association sector, their purpose and value going forward to members, and also their wider societal role. She is especially interested in working with associations to leverage the value they can offer as catalysts for change and impact to meet the continuing diverse needs of specific communities and the differing needs and challenges across the globe.
Caroline works directly with a number of international associations and holds the role of Executive Director and Trustee for ISHA: The Hip Preservation Society.
Caroline is a fully certified member of ABPCO, an association member of ICCA, and sits on a number of event industry advisory board groups, including Impact4events.
Caroline Mackenzie
Executive Director, ISHA: The Hip Preservation Society; Managing Director, The Conference Consultancy Ltd.; Association Director, OpenAudience
Caroline is an experienced association manager and event manager with over 35 years’ experience working with medical associations, patient groups and corporate healthcare organisations. Through this, she has developed specific knowledge and understanding of the evolving needs of the medical and life-science association sector, as well as the wider changes within the medical and healthcare meetings sector.
Caroline is owner and founder of The Conference Consultancy, which provides operational and consultancy services directly to not-for-profit organisations, academic institutes, venues, and DMOs, with a specific focus on medical and healthcare associations and academic institutes.
She is passionate about the evolution of the association sector, their purpose and value going forward to members, and also their wider societal role. She is especially interested in working with associations to leverage the value they can offer as catalysts for change and impact to meet the continuing diverse needs of specific communities and the differing needs and challenges across the globe.
Caroline works directly with a number of international associations and holds the role of Executive Director and Trustee for ISHA: The Hip Preservation Society.
Caroline is a fully certified member of ABPCO, an association member of ICCA, and sits on a number of event industry advisory board groups, including Impact4events.
Angeles Moreno Country
Manager for Spain, AIM Group International
Angeles Moreno is a seasoned executive and strategic advisor with over 25 years of international experience in the tourism, events, and culture industries. She is currently the Country Manager for Spain at AIM Group International, where she leads the transformation and growth of the organisation by aligning innovation, sustainability, and business strategy.
Renowned for her expertise in business management, event strategy, and organisational transformation, Angeles has held senior leadership roles across Europe, successfully developing teams, driving revenue growth, and leading strategic change. She has played a key role in reshaping business models, improving operational efficiency, and crafting impactful experiences that deliver measurable results.
An advocate of purposeful business, Angeles is the author of "The Time Is Now," a thought-provoking book on professional transformation and growth in difficult times, and the co-creator of the CX Design Playbook, a methodology that integrates human-centric innovation and future business trends.
She was named one of Spain’s Top 100 most influential entrepreneurial women in 2020 and is included in the Eventex list of the 100 most influential people in the events industry in 2024. Angeles also contributes to the industry's evolution through her participation on various international advisory boards, where she brings her strategic insight to shape the future of events, culture and tourism.
An internationally sought-after keynote speaker, she is known for her bold thinking and engaging leadership style. Angeles holds a degree in Business Administration with a specialisation in Tourismand an MBA. She speaks Spanish, English, and German fluently.
Angeles Moreno
Country Manager for Spain, AIM Group International
Angeles Moreno is a seasoned executive and strategic advisor with over 25 years of international experience in the tourism, events, and culture industries. She is currently the Country Manager for Spain at AIM Group International, where she leads the transformation and growth of the organisation by aligning innovation, sustainability, and business strategy.
Renowned for her expertise in business management, event strategy, and organisational transformation, Angeles has held senior leadership roles across Europe, successfully developing teams, driving revenue growth, and leading strategic change. She has played a key role in reshaping business models, improving operational efficiency, and crafting impactful experiences that deliver measurable results.
An advocate of purposeful business, Angeles is the author of "The Time Is Now," a thought-provoking book on professional transformation and growth in difficult times, and the co-creator of the CX Design Playbook, a methodology that integrates human-centric innovation and future business trends.
She was named one of Spain’s Top 100 most influential entrepreneurial women in 2020 and is included in the Eventex list of the 100 most influential people in the events industry in 2024. Angeles also contributes to the industry's evolution through her participation on various international advisory boards, where she brings her strategic insight to shape the future of events, culture and tourism.
An internationally sought-after keynote speaker, she is known for her bold thinking and engaging leadership style. Angeles holds a degree in Business Administration with a specialisation in Tourismand an MBA. She speaks Spanish, English, and German fluently.
Peter SavoffGeneral Manager, Darwin Convention Centre
Peter Savoff is the General Manager of the Darwin Convention Centre in Australia. He is a leader of people and processes, with an emphasis on profitable returns, customer service, and sustainable organisational growth, developed in international hotels, professional services, and the venue management industries.
Savoff is a dynamic and results-driven manager who sets high standards of performance and communication, with a proven ability to develop and maintain strong business relationships backed by the ability to formulate marketing strategies that maximise outcomes for all key stakeholders. Savoff has extensive experience in managing multi-site operations.
Peter Savoff
General Manager, Darwin Convention Centre
Peter Savoff is the General Manager of the Darwin Convention Centre in Australia. He is a leader of people and processes, with an emphasis on profitable returns, customer service, and sustainable organisational growth, developed in international hotels, professional services, and the venue management industries.
Savoff is a dynamic and results-driven manager who sets high standards of performance and communication, with a proven ability to develop and maintain strong business relationships backed by the ability to formulate marketing strategies that maximise outcomes for all key stakeholders. Savoff has extensive experience in managing multi-site operations.
Linda PereiraSenior Partner and Chairwoman of the Advantage Consultants Group; CEO of CPL Events
Linda Pereira is the senior partner and chairwoman of the Advantage Consultants Group and CEO of CPL Events. She is also a Global 100 Leader in her sector, President of the Association for Cooperation, Economic Development & Internationalisation and Chairwoman of the Board of various companies. In addition to her long and respected career as one of the most influential voices in the live communication industry, she is respected internationally as a communication strategist, speaker, writer and as an educator. She has been an invited speaker in over 149 cities and all continents.
Internationally known as the Destination Diva for her work in destination promotion and branding and as expert bidder and a feared competitor, she is often contracted by a variety of destinations to present bids on their behalf. She has played an active role in many major events and bids for world events and has worked on the major events which marked the last 35 years. She is also an invited lecturer at three different international universities, where she lectures on strategic meetings management, corporate diplomacy, destination branding and international protocol.
She is recognised for her efficiency and professionalism and thinking outside the box. Linda is absolutely passionate about associations and sits on a variety of international association boards herself. As a consultant to a variety of international governments and associations, she is considered one of Europe’s most influential voices in the business travel industry and has received various awards from around the world. She also received the medal of honour for responsible entrepreneurship for her commitment to promoting culture and heritage and for CSR initiatives and was voted one of world’s top 100 PCOs for three consecutive years. She is listed among the top 100 Women CEOs of ecommerce companies by WE magazine from the USA. In 2021 and 2022 she was also considered one of the top 50 Women Rocking the Web. She was the European Ambassador for the Sands COTAI Macao’ for five years, and is the current ambassador for the City of Johannesburg in South Africa and the country of Georgia.
She sits on various Advisory Boards as well as Education Committees. She was the Chair of the International and European Association Congress for three years and was voted the Events Personality of the Year and received the Global Marketing Personality Award from WE Magazine in the USA. She has also received numerous business awards and held two mandates as President of the Global Council for Women in Leadership. She is currently President of a Women Investor’s Group which attracts investment and venture capital for companies founded by women. In 2022 she became the Global 100 Chair for Communication and Advocacy and has recently been appointed Secretary-General of the Observatory for the Future of Humanity. She has been an activist for gender parity for over 40 years and sits on the board of both the Women’s Chamber Portugal-India and Portugal-Holland as well as a few Foundations.
She has also been special advisor to various Ministers for Tourism, and Consultant to the Kingdom of Saudi Arabia. She sits on the Advisory Council for the Leader and MUNDI Magazines and the and the Venues of Excellence Certification Board. She is currently the Chair of the Women’s Economic Forum in Portugal, Namibia, Angola and Dubai. She is also listed in the Brainz CREA Global Awards, a prestigious list of top entrepreneurs, influential leaders, and innovators who have been recognised for their innovative ideas, resourcefulness, adaptability in business and contributions to sustainability. In July 2022, Linda received an Honorary Doctorate degree (PhD) from RAI University in India in recognition for her exceptional dedication to improving the lives of others, through research, activism, education, public service, and philanthropy. In 2023 she was voted Woman of the Decade by the Women’s Economic Forum UK. She considers her two daughters to be her greatest achievement.
Linda Pereira
Senior Partner and Chairwoman of the Advantage Consultants Group; CEO of CPL Events
Linda Pereira is the senior partner and chairwoman of the Advantage Consultants Group and CEO of CPL Events. She is also a Global 100 Leader in her sector, President of the Association for Cooperation, Economic Development & Internationalisation and Chairwoman of the Board of various companies. In addition to her long and respected career as one of the most influential voices in the live communication industry, she is respected internationally as a communication strategist, speaker, writer and as an educator. She has been an invited speaker in over 149 cities and all continents.
Internationally known as the Destination Diva for her work in destination promotion and branding and as expert bidder and a feared competitor, she is often contracted by a variety of destinations to present bids on their behalf. She has played an active role in many major events and bids for world events and has worked on the major events which marked the last 35 years. She is also an invited lecturer at three different international universities, where she lectures on strategic meetings management, corporate diplomacy, destination branding and international protocol.
She is recognised for her efficiency and professionalism and thinking outside the box. Linda is absolutely passionate about associations and sits on a variety of international association boards herself. As a consultant to a variety of international governments and associations, she is considered one of Europe’s most influential voices in the business travel industry and has received various awards from around the world. She also received the medal of honour for responsible entrepreneurship for her commitment to promoting culture and heritage and for CSR initiatives and was voted one of world’s top 100 PCOs for three consecutive years. She is listed among the top 100 Women CEOs of ecommerce companies by WE magazine from the USA. In 2021 and 2022 she was also considered one of the top 50 Women Rocking the Web. She was the European Ambassador for the Sands COTAI Macao’ for five years, and is the current ambassador for the City of Johannesburg in South Africa and the country of Georgia.
She sits on various Advisory Boards as well as Education Committees. She was the Chair of the International and European Association Congress for three years and was voted the Events Personality of the Year and received the Global Marketing Personality Award from WE Magazine in the USA. She has also received numerous business awards and held two mandates as President of the Global Council for Women in Leadership. She is currently President of a Women Investor’s Group which attracts investment and venture capital for companies founded by women. In 2022 she became the Global 100 Chair for Communication and Advocacy and has recently been appointed Secretary-General of the Observatory for the Future of Humanity. She has been an activist for gender parity for over 40 years and sits on the board of both the Women’s Chamber Portugal-India and Portugal-Holland as well as a few Foundations.
She has also been special advisor to various Ministers for Tourism, and Consultant to the Kingdom of Saudi Arabia. She sits on the Advisory Council for the Leader and MUNDI Magazines and the and the Venues of Excellence Certification Board. She is currently the Chair of the Women’s Economic Forum in Portugal, Namibia, Angola and Dubai. She is also listed in the Brainz CREA Global Awards, a prestigious list of top entrepreneurs, influential leaders, and innovators who have been recognised for their innovative ideas, resourcefulness, adaptability in business and contributions to sustainability. In July 2022, Linda received an Honorary Doctorate degree (PhD) from RAI University in India in recognition for her exceptional dedication to improving the lives of others, through research, activism, education, public service, and philanthropy. In 2023 she was voted Woman of the Decade by the Women’s Economic Forum UK. She considers her two daughters to be her greatest achievement.
Leonie AshfordBusiness Events Special Advisor - Tourism New Zealand
Leonie is dedicated to advancing the Business Events industry in New Zealand, as well as across the Asia Pacific and globally. Since joining the Tourism New Zealand Business Events team in 2011, she has served as a key leader and currently contributes as a Business Events Special Advisor, focusing on delivering strategic projects. Leonie's skills in storytelling, cultural identity, and environmental stewardship have played a pivotal role in driving the success of New Zealand's business events sector.
On an international stage, Leonie represents the Asia Pacific region as a member of the ICCA (International Congress & Convention Association) Board of Directors. In this capacity, she is committed to championing the region's diversity and intelligence, ensuring they are recognized and celebrated in shaping the industry's future.
Leonie’s unwavering dedication to fostering collaboration and building meaningful partnerships ensures she is always ready to connect, share, and contribute to the industry’s growth and success.
Leonie Ashford
Business Events Special Advisor - Tourism New Zealand
Leonie is dedicated to advancing the Business Events industry in New Zealand, as well as across the Asia Pacific and globally. Since joining the Tourism New Zealand Business Events team in 2011, she has served as a key leader and currently contributes as a Business Events Special Advisor, focusing on delivering strategic projects. Leonie's skills in storytelling, cultural identity, and environmental stewardship have played a pivotal role in driving the success of New Zealand's business events sector.
On an international stage, Leonie represents the Asia Pacific region as a member of the ICCA (International Congress & Convention Association) Board of Directors. In this capacity, she is committed to championing the region's diversity and intelligence, ensuring they are recognized and celebrated in shaping the industry's future.
Leonie’s unwavering dedication to fostering collaboration and building meaningful partnerships ensures she is always ready to connect, share, and contribute to the industry’s growth and success.
Gheeta Payle
Business Development Manager INHOUSE Venue Technical Management
Gheeta Payle is a dynamic and ambitious young leader with nearly 12 years of experience in the events and hospitality industry. Despite her youth, she has built a strong reputation as an innovative Business Development Manager, currently driving strategic growth at INHOUSE Venue Technical Management, part of the Gearhouse Group of Companies - one of South Africa’s leading Audio-Visual partners.
A forward-thinking professional, Gheeta is particularly passionate about technology, AI, and its impact on the future of the business events industry.
Beyond her role, she is an influential industry voice, actively contributing to the business events sector. She has been part of the South African Association for the Conference Industry (SAACI) Western Cape Committee since 2019 and, in April 2022, was elected as the Youth Portfolio Representative on the SAACI National Board.
Shortly after her election, she launched the SAACI Youth Council, handpicking six students from institutes of higher learning across South Africa. This initiative fosters mentorship, bridges generational gaps, and creates career opportunities for future industry leaders.
Her leadership continues to gain recognition—she now serves as the Vice Chair of SAACI and the African Representative on the ICCA Future Leaders Council (2023–2025). As an advocate for young professionals, Gheeta ensures the voices of African youth are heard, tackling industry challenges and shaping the future of business events.
Her enthusiasm for AI and emerging technologies aligns with her role on the ICCA Future Leaders Council, where she researches and presents on topics which impact the future of the industry.
With a passion for innovation, client excellence, and youth empowerment, Gheeta is shaping the industry’s future—one event, one strategy, and one innovation at a time.
Gheeta Payle
Business Development Manager INHOUSE Venue Technical Management
Gheeta Payle is a dynamic and ambitious young leader with nearly 12 years of experience in the events and hospitality industry. Despite her youth, she has built a strong reputation as an innovative Business Development Manager, currently driving strategic growth at INHOUSE Venue Technical Management, part of the Gearhouse Group of Companies - one of South Africa’s leading Audio-Visual partners.
A forward-thinking professional, Gheeta is particularly passionate about technology, AI, and its impact on the future of the business events industry.
Beyond her role, she is an influential industry voice, actively contributing to the business events sector. She has been part of the South African Association for the Conference Industry (SAACI) Western Cape Committee since 2019 and, in April 2022, was elected as the Youth Portfolio Representative on the SAACI National Board.
Shortly after her election, she launched the SAACI Youth Council, handpicking six students from institutes of higher learning across South Africa. This initiative fosters mentorship, bridges generational gaps, and creates career opportunities for future industry leaders.
Her leadership continues to gain recognition—she now serves as the Vice Chair of SAACI and the African Representative on the ICCA Future Leaders Council (2023–2025). As an advocate for young professionals, Gheeta ensures the voices of African youth are heard, tackling industry challenges and shaping the future of business events.
Her enthusiasm for AI and emerging technologies aligns with her role on the ICCA Future Leaders Council, where she researches and presents on topics which impact the future of the industry.
With a passion for innovation, client excellence, and youth empowerment, Gheeta is shaping the industry’s future—one event, one strategy, and one innovation at a time.
Felix Rundel
CEO, Centre for Convening Minds
Felix Rundel is the Co-founder and Chief Research Officer of futurehain, a solutions studio at the intersection of science, innovation and society. Since 2024, he is also the CEO of the Centre for Convening Minds, a multidisciplinary strategy studio and think-tank for the international business events industry. Based in Berlin, Felix is a consultant to international clients from science, policy and industry, an advisor to several not-for-profit organisations, and former Executive Director of the Falling Walls Foundation.
Felix Rundel
CEO, Centre for Convening Minds