Designing Your Event for Maximum Engagement

Sophie Ahmed has 20+ years of experience in media and events; including exhibitions, conferences, awards and training across multiple industry sectors. She has launched and led successful global industry-leading events, gaining her experience on leading brands within leading global event companies, holding senior positions at Informa, Reed Exhibitions, Cannes Lions and Money 20/20. Most recently Sophie launched and was the CEO of The Virtual Events Institute (VEI), bringing together the global events industry to learn, connect and upskill in virtual and hybrid events. During her time as CEO of VEI, Sophie wrote the certification training program which has upskilled 2500 + event professionals globally and she was at the heart of the global events industry working with both event planners and event tech companies, creating content to serve the evolving needs of the industry. Sophie joined Hubilo in March 2021 as SVP Market Strategy. 

Tammy Moore, CMP, CMM, is Senior Director, Product Innovation for PCMA. In this role she guides the professional development and educational course offerings across PCMA and the Event Leadership Institute. She has been a leader in the events industry for 20+ years as an in-house corporate event professional, from her start as a meeting planner with CEB (now Gartner) to leading a 20+ team of meeting and event professionals with KPMG LLP. Prior to the events industry, Tammy worked in higher education as a student affairs professional with the University of Maryland College Park. As a result, she has a depth of experience driving complex projects and strategic initiatives, developing relationships with stakeholders and vendors, and developing talent.

Tammy joined the Event Leadership Institute in January 2021 as a freelance consultant executing projects and initiatives, developing strategic partnerships, and building the business development function. She was elevated to Chief Strategy & Growth Officer in 2022, prior to ELI’s acquisition by PCMA in January 2023. She is an engaging and talented facilitator, instructor, and speaker. She hosts and moderates panel discussions for monthly webinars and ELI Summits, speaks and facilitates workshops on change management, resilience, transitioning from the tactical into the strategic, and team leadership.

Adept at managing remote teams, Tammy fosters collaboration and innovation. Her expertise extends to serving as a course instructor, sharing invaluable knowledge with aspiring event professionals. Recognized for strategic thinking, operational excellence, and driving organizational effectiveness, Tammy has spearheaded numerous key initiatives, earning the respect of C-suite executives.

Outside of work, Tammy is an avid home chef, enjoys hiking, and is a budding gardener. Her greatest joy comes from being a mom to her daughter, Olivia, and she can often be found watching her tennis matches. Originally from Cincinnati, Ohio, she now lives in Fairfax, Virginia, but calls a little remote town in Northern Michigan home (ask her about Petoskey hunting and sand dune climbing).