With all of the seismic shifts in technology, tools, and even customers, the marketing function within associations looks very different today than it did a decade ago. That means the skills required to do the job are in constant flux.
Cold, outdated, gross. That’s the reputation surrounding anatomy that the American Association of Anatomists’ Board of Directors wanted to modify.
So when Shawn Boynes, CAE, became AAA’s executive director in 2013, the board and staff decided that changing the perception of anatomy around the globe would be one of the association’s strategic priorities. Shifting the discourse and adjusting public opinion was no small venture for the newly minted exec.