Programs

Fellows Forum: Thriving Through Industry Disruption

Artificial intelligence. Private equity. Mergers and acquisitions. Return-to-office policies. Funding volatility. The AEC industry is evolving at a pace few could have imagined a decade ago, creating both uncertainty and opportunity for marketing and business development professionals. As firms adapt to new ownership models, changing client expectations, emerging technologies, and increasing pressure to do more with less, one question remains: How can marketers and business developers position themselves not just to survive disruption, but to lead through it?

Join an accomplished panel of SMPS Fellows and industry leaders for a candid, interactive discussion on navigating today's most significant industry shifts. As with every Fellows Forum, audience participation is encouraged. Bring your questions, challenges, and perspectives for what promises to be an engaging, thought-provoking conversation about the future of our profession and the opportunities that await those willing to embrace change.

Ben Sawa, FSMPS, CPSM

Ben Sawa is Chief Development Officer at GEI Consultants, where he leads the firm's growth strategy across acquisitions, strategic recruiting, marketing, and business development. With more than 20 years of experience spanning consulting, operations, finance, and corporate strategy, he has led numerous M&A transactions and growth initiatives across the AEC industry. Ben brings deep insight into industry consolidation, private equity, and emerging ownership models shaping the profession. He currently serves as President of the Society for Marketing Professional Services (SMPS), helping advance the organization and the future of AEC marketing and business development.

Catherine McCullough, FSMPS, CPSM

Catherine McCullough is President and CEO of McCullough Landscape Architecture, a woman-owned planning and landscape architecture firm serving clients across the western United States. Since joining the firm in 2001, she has helped guide its growth while overseeing marketing, business development, operations, and financial management. Catherine previously served as Marketing Director for Westfield UTC, building expertise in branding, communications, and project management. Active in industry leadership, she is an SMPS Fellow, Past President of SMPS San Diego, and President-Elect of CREW San Diego, with service across numerous professional organizations.

Gabe Lett, FSMPS, CPSM

Gabe Lett is Senior Business Development Manager at Horner & Shifrin and a recognized leader in AEC marketing and business development. During a career spanning more than two decades, he has helped engineering firms strengthen growth strategies, client relationships, and market positioning. Gabe is a published author, speaker, and frequent presenter for SMPS and other industry organizations. His book, The AEC Professional’s Guidebook, shares practical lessons for design and construction professionals. Drawing on a unique background that includes experience as a licensed professional counselor, Gabe brings a distinctive perspective on leadership, communication, and professional development.