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Global Director of Sales
Amex GBT Meetings & Events
Sofia is the Global Sales Leader for the Experience Studio by Amex GBT. Her team partner with both local and global brands around the world to turn business objectives into strategically designed, creatively bold live experiences, that deliver measurable impact.
With a strong commercial background and deep industry insight, Sofia is passionate about the power of in-person connection to drive engagement, strengthen culture, and elevate team performance.
A frequent moderator on meeting and event trends, she brings a global perspective and practical expertise.
Date
In a competitive market, creating memorable, emotionally resonant experiences is the key to standing out and driving brand loyalty. Explore actionable strategies for designing impactful touchpoints across the entire event lifecycle—from pre-event anticipation to post-event engagement. Backed by insights from psychology and expert contributions from marketing and communication leaders, leave with a clear framework to enhance audience engagement and maximize returns through emotionally engaging events.
Learning outcomes:
Understand the psychological principles behind memory formation and emotional engagement, and how to leverage them to design impactful event experiences
Discover strategies for creating “peak moments” at every stage of your event lifecycle, ensuring consistent and meaningful engagement with your audience
Gain practical tools and frameworks to align your event design with your brand and business objectives, driving both attendee satisfaction and measurable return
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 5: Business and Market Planning, 0.75 Credits
* CMP/CEU Approved: 0.75 CE hour
* CSEP Approved
Struggling to measure event ROI in today’s data-driven world? Learn from ICE’s new Good, Better, Best Guide to ROI Measurement—a practical framework launching this fall. Hear real-world examples, actionable insights and proven strategies to cut through the noise and focus on what truly matters for event success. Be part of shaping the future of event ROI.
Learning outcomes:
Clarity on metrics: Identify the most impactful metrics for measuring event ROI effectively
Proven strategies: Discover real-world examples of good, better and best practices to enhance your event outcomes
Actionable framework: Gain early access to a new, practical ROI framework designed to boost confidence in your event measurement strategies
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 5: Business and Market Planning, 0.75 Credits
* CMP/CEU Approved: 0.75 CE hour
* CSEP Approved