A DAY IN THE LIFE
“IT’S MY WAY OF HELPING TO CHANGE THE WORLD WITHOUT HAVING TO BECOME A LEAD SURGEON…” Benita Lipps , head of association and event management at Dentons Global Advisors Interel, explains why she nds scientists more interesting than rock bands and theatre luvvies, andwhy associations are rethinking their member value propositions. Interview by Holly Patrick .
Benita, what do you do and how did you get there? I’m the head of the association management practice of Dentons Global Advisors. So that means I’m managing a team of 15 people and we’re providing secretariats to more than 20 international associations. Some days I’m the head of operations of an association and another day I’m providing strategic advice to an entirely di erent one. But I started my career working with bands and touring with theatre groups. For a while it was really wonderful and pretty cool but then it got a bit boring. I realised I wanted to work with people who make a real di erence, like scientists. I wanted to help them shine, help them change the world. What does a typical day look like for you? It involves a lot of talking to board members and talking to members, guring out what other associations are doing in the space and then how can we create an interesting programme for the upcoming years. en it’s a question of nding out whether there are enough resources and knowledge to make that happen. I’m working with an association to help them create their strategic roadmap for the next six years. I think through Covid-19, and the disruptions that brought, a lot of associations need to gure out again where they are and what their role is and what their members want and how they can still add value. A lot of associations lack the time and the tools to do a complete strategic exercise that also involves their members in a way that it brings them closer together.
38 2022 #1 AMIMAGAZINE.GLOBAL
Made with FlippingBook Online newsletter maker