Managing Director and owner of SFA, Sarah Fleming has over 20 years experience in the Meetings Industry. She was a board director of a Professional Conference Organising company in London for ten years where she handled numerous large, high-profile events all over the world. Through her work for clients such as the European Bank for Reconstruction & Development, the World Summit on Television for Children, BP, Inchcape, Shell and Sybase, plus numerous Trade Associations (including FIABCI and RCGP), she gained an in-depth understanding of all aspects of event sales, marketing, finance and logistics in the UK, continental Europe, the USA and Asia. Since 2004 she has been offering consultancy services to the Meetings Industry with a particular focus on sales research and lead generation. SFA was started in 2010 and she now has a competent, dedicated team of experienced researchers who can handle multiple client projects. Sarah is also a regular speaker and moderator at a range of Meetings Industry conferences.