IABM boosts member engagement and growth with strategic appointments

IABM, the International Trade Association for Broadcast and Media Technology, is underlining its focus on engagement and community with three new appointments. Ana-Claire Bernardes is promoted to the newly created role of Global Head Member Engagement; Michelle Kelly joins as IABM Head of Member Engagement & Growth for North America; Sushant Rai takes the same role for the Asia-Pacific region. 

“In these rapidly changing times for our industry, we need all the support, information and understanding we can get,” said Josh Arensberg, chair of IABM board. “As an association, we are taking great steps to drive engagement, putting value creation for our members at the heart of everything we do. Ana-Claire, Michelle and Sushant are very experienced leaders, and I am delighted they will be joining us to ensure every member - and potential member - gets the most out of our community.” 

Michelle and Sushant will report to Ana-Claire Bernardes. Ana-Claire initially joined IABM as an analyst nearly three years ago, before moving to lead IABM’s Global Engaged Partner Programme (GEP). Having seen first-hand both the spirit of community and the significant transformation many businesses are navigating, she understands the purpose of a trade association is to inform, support and connect with members more meaningfully than ever before. Focused on strengthening relationships, growing the global community and providing the real needs of members and the wider industry. 

Michelle joins IABM after a long career at NAB as SVP of NAB Show where she was responsible for marketing and insight around events. Deeply immersed in the media industry, Michelle brings an intimate understanding of the challenges faced today. 

Sushant Rai, too, brings the experience and understanding drawn from a long career in media to this new appointment. In building strong teams across the region, and achieving significant sales success, he is a very well-known figure on both sides of the supply chain, with excellent contacts and market knowledge. 

As well as raising further the visibility of the association and ensuring that the voice of the membership is clearly heard, Ana-Claire, Michelle and Sushant will also each be responsible for collaborating closely with the regional IABM Councils in their territories, bringing people together to share knowledge. 

Saleha Williams, CEO of IABM, explained, “I joined the association at the beginning of the year, under a mandate from the board and membership, to revitalise and modernise, to build connections, to share knowledge and above all to ensure that the voice of the members is clearly heard.  

“Part of my strategy was to ensure that we have the best possible reach around the world,” she added. “Having great people who can engage with the industry on its own terms, and in its own territory, as well as working closely with our IABM Regional Councils, is a vital part of that and I am delighted to promote Ana-Claire and welcome Michelle and Sushant into Ana-Claire’s team. Together, we will continue to innovate in our support for our members, delivering real impact and helping them succeed in their own businesses.”