Rheanna Smith

Cecilia Sepp (Host):
Hello, and welcome to this edition of AWTC Presents HERstory, a series where we profile our AWTC members. I’m your host, Cecilia Sepp. I’m an AWTC member and currently volunteering with the organization.

Today, we’re talking with Rheanna Smith. Rheanna, welcome to HERstory. Would you like to tell the audience a little about yourself?

Rheanna Smith (Guest):
Absolutely. Thank you so much for having me. I’m really excited to be here.

I’m an Association Executive Director with Etherio. Some of you may remember that I was previously with Association Management Strategies (AMS). We were acquired by Etherio in April and are now fully transitioning to the Etherio brand.

Etherio is a nationwide company specializing in full-service association management and corporate meeting planning. I currently work with three diverse clients:

• Executive Director for an association of attorneys in the automotive dealership space

• Director of Operations for an association of life insurance underwriters

• Client lead for an association of pilots and owners of a specific type of airplane

Association management is already a dynamic industry, but learning about legal, insurance, and aviation industries makes my job especially engaging and fun.

Etherio now operates four physical office locations—Atlanta, Boca Raton, Denver, and Washington, D.C.—with hybrid teams in those offices and additional remote staff nationwide. The acquisition has created exciting growth opportunities for Rheanna and her colleagues.

Cecilia Sepp (Host):
How did you get started in association management?

Rheanna Smith (Guest):
Twelve years ago, I didn’t even know what association management was.

My background was in marketing, communications, and administrative operations. I was looking for a role that combined my different passions into one career path. I found a job posting at an association management company in Milwaukee and was hired in 2015.

My first association was international, which allowed me to travel abroad. Since then, Etherio is the fourth association management company I’ve worked for, and I’ve supported eight to ten different associations over the years.

Like many in this field, I discovered association management unexpectedly—and then fell in love with it.

Cecilia Sepp (Host):
Can you tell us about a time you felt especially proud of your work?

Rheanna Smith (Guest):
Over the past 18 months, two of my three clients implemented new technology platforms. One transitioned to Novi AMS, and the other moved to Ready Membership.

What I’m most proud of isn’t just selecting the right technology—it’s how we managed the change.

Technology implementations often fail when we focus too heavily on features instead of people. We involved power users early, created clear communication plans, and ensured thorough team training.

The real success came from prioritizing the people using the technology. Both associations emerged stronger, with better member engagement and more efficient operations. Seeing members successfully navigate the new systems—and watching our teams gain efficiency—made all the long days of data migration and user testing worthwhile.

Cecilia Sepp (Host):
What advice helped you as you grew in your career, especially as a woman working closely with technology?

Rheanna Smith (Guest):
Two pieces of advice stand out.

First, a professor at Alverno College—an all-women’s college—called me out for using the word “just.” I would say, “I’m just starting out in marketing,” or “I’m just a customer service rep.” She told me never to downplay who I am. That stuck with me.

Second, an early female mentor told me: “Don’t wait for permission to be the expert in the room.”

In tech-adjacent fields like association management, it’s easy to feel like you don’t have the credentials or tenure to speak up. But I’ve learned to show up confidently. I’ve done the research. I know the data. I understand the systems. I have the experience.

And I’ll add one more piece of advice: investing in your mental health is professional development. Taking care of yourself isn’t selfish—it’s strategic. We can’t lead effectively when we’re running on empty.

Cecilia Sepp (Host):
Where do you see technology leading associations in the future?

Rheanna Smith (Guest):
I see two major directions.

1. Increased Automation and AI Integration

Administrative tasks—member communications, scheduling, data entry, reporting—are increasingly automated. I use AI tools for drafting communications, analyzing member engagement data, and optimizing project timelines.

AI won’t replace association professionals. Instead, it frees us to focus on strategic relationship-building, problem-solving, and cultivating community—things technology cannot replicate.

2. Hyper-Personalization of the Member Experience

We’re moving beyond one-size-fits-all membership models. Member portals now adapt to interests, engagement history, and professional goals. They recommend tailored content, connections, and programs.

This isn’t about manipulating members—it’s about serving them better. Associations that thrive will use technology to deepen human connections, not replace them.

Cecilia Sepp (Host):
What do you like best about AWTC?

Rheanna Smith (Guest):
AWTC is a community of professionals who truly understand the intersection of technology and association management.

When I talk about implementing new systems, navigating board resistance, or building a business case for technology, people in AWTC understand those challenges immediately.

Beyond staying current on trends, AWTC offers real peer support. Slack conversations with professionals who have navigated similar challenges are invaluable.

I also appreciate that AWTC makes technology knowledge accessible. It doesn’t gatekeep—it educates. Whether you’re a coordinator, program manager, or executive director, there’s space for you.

I participated in an AWTC focus group last year, and that group became an ongoing support network. Even after the formal program ended, we continue meeting twice a month to share updates and talk through challenges. That sense of community is incredibly meaningful.

Cecilia Sepp (Host):
Why should someone join AWTC?

Rheanna Smith (Guest):
If you’re the person at your association who gets the technology questions—but don’t have a formal tech background—join AWTC.

If you sometimes feel imposter syndrome when discussing technology solutions—join AWTC.

If you want to learn from others who have successfully navigated system transitions and change management—join AWTC.

There are no secrets. Members share playbooks, vendor recommendations, resources, and lessons learned. AWTC provides exactly what associations strive to build: community.

With technology transforming associations faster than ever, having a network of professionals navigating that change alongside you is invaluable.

Cecilia Sepp (Host):
Thank you, Rheanna, for sharing your insights and enthusiasm for AWTC.

To learn more about AWTC, explore networking and education events, and connect with our community—including our Slack channel—visit awtc.tech. There is currently no membership fee, and members gain access to valuable programming, including our flagship conference, AWTC Advance.

Thank you for joining us for this edition of HERstory. We’ll see you next time.