By Kimberly Hardcastle-Geddes, CEM | Chief Strategist | Freeman
When I enrolled in the CEM Learning Program, I wasn’t yet the president of mdg (prior to my current position with Freeman). But I was already committed to building a career in the exhibitions and events industry, and I wanted to learn everything I could about it. With several years of work experience, a Master of Science in Business Administration and a strong foundation in marketing strategy, I understood how to promote events. What I wanted next was a deeper understanding of how they’re built.
At mdg, A Freeman Company, we help organizers grow attendance, amplify impact, and build brand affinity. But early on, I realized that to be the kind of partner our clients truly needed, I had to see the bigger picture. I didn’t need to become an operations expert, but I wanted to understand the environment in which my marketing strategies were being applied.
One of the four P’s of marketing is product, and in our world, that product is the event. The CEM Program helped me better understand that product – how it’s planned, structured, executed, and evaluated. From logistics and contracts to budgeting and risk management, I gained practical insights that enhanced my ability to collaborate and consult more effectively.
Just as valuable was the experience of learning alongside other professionals in the industry. The discussions, shared challenges, and perspectives of my peers made the journey richer and reminded me that continued growth is a team sport. That network has stayed with me and continues to shape how I lead and learn.
Now, as president of mdg and a CEM Faculty member, I have the privilege of supporting others on their own professional journeys. The CEM designation gave me a broader lens through which to view our industry and made me a more strategic, well-rounded leader.
If you’re wondering whether the CEM is worth the time, especially if you already have significant experience or education, my answer is absolutely. It’s not just a credential. It’s a deeper dive into the world we work in every day. It bridges gaps, strengthens partnerships, and gives you a more complete understanding of the business of events.
For me, the CEM wasn’t a beginning or an end – it was a powerful next step.
