15 Jan
Meet the SEC’s Conference Sales Team
We caught up with International Association Sales Managers, Faye Williamson and Makenzie Brown, to hear about their experiences, highlights, and what makes the SEC a special place to work.
What’s been your highlight at the SEC so far?
Makenzie: One of the big highlights has been securing my first international win—a North American client coming to Glasgow in 2027. That was really exciting.
Faye: My first event with the Leading Centres of Europe was a standout for me. I got to meet international associations in Geneva, use my French, and experience the global marketplace firsthand. It was a great opportunity.
This week the SEC is hosting AC Forum. Tell us about the event.
Makenzie: AC Forum is one of the top most important events in our industry. We’re proud to showcase our venue and city to influential clients and build meaningful connections. It’s exciting to lead this with Faye for the first time.
Faye: It’s a privilege to host such an influential group. This is our biggest VIP site visit ever, and it’s not just about showing off the venue—it’s about creating memorable interactions that deepen relationships.
Makenzie: When we bring clients here, that ‘Glasgow hug’ and warm welcome really set us apart.
Faye: We always get fantastic feedback on our site visits. We make clients feel truly welcomed, which makes all the difference.
Faye, you’ve recently moved from National to International Associations. How have you found the switch?
Faye: I’m really excited. Working in National helped me understand associations, and now I’m ready to dive deeper into the international side. I love uncovering the nuances of each event and finding those little details that make a big impact. Plus, I get to use my languages!
Mak: Faye will be brilliant. She’s so personable, and I know our international clients will love her.
Faye: I’m looking forward to working with Mak—together, we’ll smash it!
Mak, you recently attended ICCA Congress in Abu Dhabi. Tell us about it.
Mak: It was incredible—1,500 industry professionals gathered, the largest ICCA Congress ever. It was different from my usual role of pitching and selling. This time, I got to listen, learn, and connect with global leaders in the industry. The insights on sustainability, diversity, and engaging younger generations were invaluable. I came back with so much to share with the team.
Tell us more about your work travel experiences.
Mak: I’ve been lucky to travel to Frankfurt for IMEX, Korea for a bid, and ICCA in Abu Dhabi. Each trip offers something different and helps me build relationships while learning from other cultures.
Faye: I’ve been to Geneva and PCMA EMEA in Barcelona. Travelling gives you a broader perspective, and it’s a privilege to represent the SEC internationally.
What do you think the SEC and Conference Sales team do best?
Mak: We’re experts in making clients feel at home. Glasgow’s motto, "People Make Glasgow," really rings true. From the first interaction to delivering the event, we’ve got you covered.
Faye: We focus on building trust. We listen, we’re not hard-sellers, and that fits perfectly with the associations market. Our team collaborates with experts across the SEC who care passionately about our events. Seeing delegates network and knowing we played a part in making that happen is special.
Mak: After COVID, bringing people together to share knowledge and build relationships is more important than ever. Our team’s experience is a huge part of our success.
Faye: We’re lucky to work with such a dedicated group of people at the SEC—it makes our job enjoyable and rewarding.
Interested in hosting your event at the SEC?
Get in touch with our team today.
