Nikki Beidler, CAE
Director, E-Commerce & Marketing Technology
American Speech-Language-Hearing Association (ASHA)
Nikki Beidler is the Director of E-Commerce and Marketing Technology at the American Speech-Language-Hearing Association, where she manages the organization’s e-commerce systems and digital marketing technology. After transitioning from the for-profit world, she found deep fulfillment in association work and values contributing to a mission-driven cause every day. She champions building strong support networks for women in tech and appreciates AWTC for its welcoming, empowering community that fosters learning, connection, and professional growth. Learn more about HERStory!
Cecilia Sepp [Host]
Welcome to AWTC Presents First Story. I'm your host, Cecilia Sepp. I'm a member of AWTC, and I'm currently serving on the AWTC Marketing Committee.
This series, HerStory, features our AWTC members and lets people get to know a little about them and our organization. This episode, we're featuring Nikki Beidler, and she's going to tell us a little bit about herself and what she does within the association community. Welcome, Nikki.
Thank you, Cecilia. Nice to be here. Well, would you like to introduce yourself and tell us where you work and what you do there?
Nikki Beidler [Guest]
Sure. My name is Nikki Beidler. I'm the Director of E-Commerce and Marketing Technology at the American Speech Language and Hearing Association.
Basically, I manage ASHA’s e-commerce store, and that entails helping to integrate any new type of technology—whether that be new sales tax software, new subscription or growth platforms. In addition to that, I work with other enterprise-wide teams at ASHA implementing and managing digital media campaigns for ASHA’s programs and products.
Wow.
That sounds like a big job.
Like I said, I wear many hats.
Cecilia Sepp [Host]
You do wear many hats, and I think many people in associations do that. Well, speaking of that and the many hats we wear in the association community, how did you get started working with associations?
Nikki Beidler [Guest]
Sure. I was in for-profit from the start of my career out of college until I came to ASHA. Prior to ASHA, I remember feeling exhausted, unfulfilled, even overworked. I realized that I needed a change and started looking for a job. We moved from out west to midwest to east coast. I knew I wanted something more—something I could feel good about but that still allowed me to use my marketing and sales skills.
I found the job online, read the description, read about ASHA, and thought, “Oh my goodness, this is me.” I wanted work-life balance. I wanted to market something meaningful—not just products to bring in revenue. That’s how I got started in associations, by landing on this job that fulfilled me more than for-profit work.
Cecilia Sepp [Host]
Were you familiar with what associations were when you applied for that job?
Nikki Beidler [Guest]
I was not. I am from Pennsylvania, but I moved out west after college, and I had no clue about associations. I didn’t even know the difference between a 501(c)(3) and a 501(c)(6). It was all very new to me when I joined ASHA.
Cecilia Sepp [Host]
I think that is a very similar experience to many of us. Very few of us grew up knowing association work existed. That's a great journey, though, and you found a job you truly felt good about.
Speaking of that, can you tell us about a time you felt really good about your work?
Nikki Beidler [Guest]
There hasn’t been one specific moment. Honestly, every day I feel good. I know it sounds cheesy, but I really do. I find fulfillment knowing that I’m contributing to a meaningful cause rather than focusing solely on meeting sales targets for a for-profit company.
I always say that when I started at ASHA, I had a smile on my face—and nearly 13 years later, I still have that same smile at the end of the day. There’s just something about associations: you’re doing good, and you’re still using your marketing skills. It's fulfilling.
Cecilia Sepp [Host]
That's great to hear. That’s why I love working in associations, too.
Nikki Beidler [Guest]
Yeah.
Cecilia Sepp [Host]
As you're going along, you're a woman in tech. What advice helped you in your journey?
Nikki Beidler [Guest]
The best advice is to build a support network. Surround yourself with mentors, peers, and allies who support and advocate for you. Seek out communities of women in tech where you can share your experiences and learn from others.
It’s easy to get siloed in your work. You can take courses and do continuing education, but you’ll only grow so far without a network. Talking to others helps build confidence and keeps imposter syndrome at bay. You learn how others are evolving their tech and solving problems, and that can help you, too.
Cecilia Sepp [Host]
Well said. Good advice about networks, too.
So, where do you see technology leading the association community in the future?
Nikki Beidler [Guest]
Technology will play an increasingly central role. One area is enhancing member engagement and creating personalized experiences through AI-driven recommendations or tailored content delivery. Another is data-driven decision-making—using analytics to deeply understand member behaviors and preferences to inform strategy.
Technology will empower associations to evolve with changing member expectations. Members are consumers—they expect seamless, personalized, digital experiences. Technology will push associations to meet members where they are.
Cecilia Sepp [Host]
I agree. So what do you like best about AWTC?
Nikki Beidler [Guest]
Two things: community and acceptance.
I’ve met so many amazing women at AWTC events and through volunteering on the marketing committee. With this network, I know I can reach out to any of them for advice. There’s a sense of connection—you feel comfortable and welcomed.
The second thing is acceptance. AWTC welcomes women at all stages of their careers and all experience levels with technology. Whether you’re new or seasoned, tech-savvy or just learning, they make you feel at home.
Cecilia Sepp [Host]
That’s wonderful.
As we wrap up our conversation, why do you think someone should join AWTC?
Nikki Beidler [Guest]
It’s a nurturing environment where women gather to share, uplift, and support each other. Just by talking to someone new, you can gain so much knowledge. At the AWTC Digital Literacy Conference, I met someone who had solved the exact problem I was facing, and she walked me through her solution.
AWTC is a place to learn, grow, network, and surround yourself with mentors and allies. It’s exactly the kind of community we all need.
Cecilia Sepp [Host]
That is a great note to wrap up on. Thank you, Nikki.
If you would like to learn more about AWTC and all of our activities, events, community, awards, and how to get involved, visit our website at awtc.tech.
On behalf of AWTC, thanks for joining us, and we'll see you in our next episode.