About

About

Bio

Sherri Cook, CMP, CMM, CTM, CL is President of Sherri Cook & Associates. Prior to becoming an independent meeting/convention/trade show consultant, speaker, planner, project and event manager 20 years ago, Sherri worked for an Association, a Corporation and a Meetings, Conventions & Incentives company over 10 years. She is an event planning services industry leader with many strategic partners and alliances.

Sherri has a 30-year proven track record in corporate meeting planning, site selection, supplier negotiations, contracts, and all planning aspects for sales meetings, trade shows, product launches, incentive trips and conventions (including project manager of Ross Perot’s 1995 National Conference and 1996 Reform Party National Conventions).

She is considered an expert planner speaking on many industry topics, training other planners as well as designing meeting planning and trade show curriculum for Richland College’s 2 year accredited Travel and Tourism program.

Sherri’s industry specialties are negotiation (contracts through all phases of planning), educating and working with meeting planners and suppliers as a meeting planning coach. Before her event planning career, Sherri’s related industry experience comes from restaurant/lounge/entertainment management with 105 employees for several years. She graduated from Kansas State University with a B.A. in Spanish and lived abroad for two years studying Spanish and doing graduate work. She has traveled all over Europe and Central America as well as parts of South America and Asia.
Printable Resume

Expertise

  • Meeting Planning
  • Event Management
  • Event Planning
  • Corporate Events
  • Location Intelligence
  • Contract Negotiation
  • Marketing Strategy
  • Public Speaking

Professional Links:

www.mpiweb.org (Professional Org for 24 yrs., Selected as 1st Tomorrow's Leader of MPI, Consultant for MPI and Richland College for 2 Yrs., CMM certification, Chapter Relations Committee prior Member) www.mpidfw.org (Board Member for 4 yrs.- 2 Years as VP

CORE COMPETENCIES

• Operations Management: Team Building, Human Resources, Personnel Benefits, Team Facilitation, Training/Development, Goals and Objectives
• Research & Development: Strategic/Tactical Planning, Competitor Analysis Marketing Strategies, Policy/Procedure Development, Problem Resolution, Project Planning, and Risk Management
• Organizational: P&L Management, Financial Reporting, Budget Planning/Preparation Expense Reductions, and Cost Control
• Public/Business Relations: Seminars, Community Presentations, Contract Negotiations, Board Participation, Team Facilitation, and Member Management, Customer Needs, Service and Expectations

Specialist

• MEETING & EVENT CONSULTATION/ADVISEMENT/MANAGEMENT
• CORPORATE & ASSOCIATION BUSINESS ELEVATION, PERFORMANCE & PROFIT
• SELECTION INTELLIGENCE & CONTRACT NEGOTIATION
• MARKETING STRATEGIES, CUSTOMER/VENDOR RELATIONSHIPS, STAKEHOLDERS ROI
• OPERATIONAL ISSUES, TOP PERFORMANCE & SUPERIOR PROGRAMS/SERVICE
• PROJECT MANAGEMENTS TASKS, DEADLINES, RESPONSIBILTIES, TEAMWORK

AWARDS AND RECOGNITION

• Project Manager for Ross Perot, Sr.’s United We Stand and Reform Party National Conventions
• Recognized as the First “Tomorrow’s Leader of MPI” by Meeting Professionals International (MPI) 24,000 Members
• MPI DFW Planner of the Year Nominee for Nine Years
• Creator MPI DFW Chapter “Technology Institute” Adopted by MPI International Annual Convention Education Track
• Consultant for Meeting Professionals International/Richland College for Two Year Educational Grant
• Inclusion in “Who’s Who Worldwide Registry” & “Lexington’s Who’s Who”

Professional Affiliations & Community Service

23 YEARS MEMBERSHIP AND 4 TERMS SERVICE ON MPI D/FW BOARD AND 20 YEARS CHAPTER COMMITTEES CHAIR
17 YEARS MEMBERSHIP AND SERVICE TO THE DALLAS CONVENTION & VISITORS BUREAU
2 YEARS MEMBER OF SENIOR PLANNERS INDUSTRY NETWORK
INDUSTRY EXPERT PLANNER SPEAKER AT VARIOUS CONFERENCES
MPI INTERNATIONAL CHAPTER RELATIONS COMMITTEE MEMBER
RICHLAND COLLEGE TRAVEL, EXPOSITION & MEETING MANAGEMENT MENTOR
EDUCATION OF RICHLAND COLLEGE INDUSTRY STUDENTS THROUGH INTERNSHIPS
BOARD MEMBER FOR TOASTMASTERS AND HOMEOWNER'S ASSOCIATIONS

EDUCATION

• Global Certification in Meeting Management (CMM)
• Certified Meeting Professional (CMP)
• Certified Convention & Trade Show Manager (ASAE)
• Certified Tour Director (ITME)
• Certified Toastmaster & Leader
• PAX Understanding Men & Women Graduate
• Kansas State University, Bachelor of Arts, Spanish, Magna Cum Laude
• Phi Kappa Phi Honor Society

PROGRAMMING SKILLS

Adobe Photoshop
80%
Adobe Illustrator
50%
HTML and CSS
60%
WordPress
90%

DESIGNING SKILLS

Experiences

President & CEO

Sherri Cook & Associates

1992
-
Present

Career Highlights: Ross Perot, Sr.’s United We Stand and Reform Party National Conventions & 13 Years Sikorsky Aircraft Meetings, Conventions, Exhibits, Events

Trusted advisor with guidance to clients and management.  Evaluated action plans and changes along with different teams while implementing business strategies and processes to achieve company goals.  Meetings, Conventions, Trade Shows, Incentive Trips & Events organization and management for corporations, associations, and government. Monitor budgetary project constraints and coordinates client, customer and suppliers constant changes.

Advisory/Planning Services:

  • Purpose, Mission, Brand Identity, Strategic Goals, Measureable Objectives, ROI Development, Specifications
  • Marketing and Sales Generation
  • Site Selection, Contracts Protection, Negotiation, Cost-Savings and Cost Avoidance
  • Customer Service, Retention and Loyalty
  • Budget Projections, Accounting, Auditing, P&L Monitoring
  • Education, Coaching, Communication and Relationship-Building with Boards, Executives, VIP’s, Celebrities, Clients, Vendors, Staff, Attendees, Contractors, Exhibitors, Volunteers
  • Identify Theme, Create Program, Tasks, Roles
  • Scheduling, Organizational Systems, Policies, Procedures, Evaluation
  • Team Building and Motivation
  • Strategic Planning with all Vendor Partners and Logistics
  • Quality Control, Best Practices, Risk Mitigation, Contingencies
  • Fundraising Sponsorships, Donations and Auctions
  • Trouble Shooting and Conflict Resolution

 

Key Results:

  • Generated Millions of Dollars of Sales for Clients
  • Saved Client $250,000 for 1st Event and Minimum Average of 15-25% Total Budget Savings through Vendor Negotiations.
  • Designed Top Industry Events Increasing Brand Recognition and Significant Attendance for Fortune 100 Companies and High-Level Organizations ranging from 20 to 5,000 attendees.

Account Manager

MCI Planners

1989
-
1992

  • Planned & Managed Corporate Clients Meetings, Product Launches, Conventions & Incentive Programs for Fortune 500 Companies ranging from 100 – 1,500 Attendees.

Account Manager

American Express Group & Incentives

1988
-
1989

  • Planned & Managed Corporate Meetings & Incentive Programs for Shearson Lehman Brothers Domestically and Internationally.

Convention & Trade Show Manager

U.S. Hispanic Chamber of Commerce

1882
-
1986

  • Planned & Managed Annual Convention for 5,000 Attendees, 350 Exhibit Booths and Staff of five increased from 750 Attendees and 50 Booths in four Years.
  • Participated on and Managed Corporate Advisory Committee of thirty Holding Quarterly Meetings.
  • Highlight with U.S. President Speaking at Convention.

Education


-

Bachelor of Arts, Spanish

Manhattan, Kansas

Kansas State University

CONTACT

Contact Info

  • Dallas, TX
  • sherri@sherricookassociates.com