Carol Montoya, CAE

President
Carol Montoya, CAE

Carol Montoya, CAE is the principal officer of PMR. Carol joined PMR’s founder in 1999 as the company’s first full time employee. Initially she served as Director of Client Relations, with the broad job description of “doing what needs to be done to keep clients satisfied.” This included managing client accounts and responding to client and member needs, overseeing PMR’s growing account staff, and implementing internal procedures to maximize PMR’s operational efficiency. In June 2004, Carol was appointed PMR’s chief operating officer, taking on a larger role in contract negotiation and management, human resources, and financial oversight. Carol managed PMR’s transition from an event planning company to a full-service association management firm. In 2006, Carol bought out the founder to become PMR’s sole owner.

Carol is active in the review and management of all client activities and oversees the PMR director-level staff. She focuses on ensuring that the internal back-office work flows seamlessly with the external communications to members and other stakeholders. Her years of experience running associations and producing large- and small-scale programs and events have brought increased membership satisfaction and greater financial efficiencies to the organizations she has represented.

Prior to joining PMR, Carol worked on special projects for several government agencies at Lisboa Associates, a DC-based social marketing firm. Her first task was to organize a series of public hearings of the Bipartisan Commission on Entitlement and Tax Reform, which was chaired by Senators J. Robert Kerrey and John Danforth. Other key contracts included traffic safety campaigns (child safety seats, pedestrian safety, seat belt use, airbag education) for the National Highway Traffic Safety Administration and the launch and promotion of Energy StarTM labeling for energy efficient appliances and equipment. Working her way up from Assistant Account Executive to Account Supervisor in four years, Carol developed skills in government contracting, event planning, technical writing and copywriting; qualitative and quantitative research; marketing research and campaigns; and public relations.

Carol’s experience in associations began with her service as a committee member and then Secretary of the American Advertising Federation DC Chapter (AAF DC). At PMR, Carol has been involved in the day-to-day operations and management of each client association. She has planned the Fabretto Children’s Foundation Washington, DC fundraising gala since 1999, managed the onsite registration and VIP banquet component of the CPAC conference for five years, and coordinated the Professional Aviation Maintenance Association’s (PAMA) involvement in the Aviation Industry Week trade show, which included over 100 hours of speaker sessions, the PAMA Olympics, a chili cook-off fundraiser, the PAMA exhibit booth, and a welcome reception.

Carol has served or is serving as the Executive Director of many current and former PMR clients, including AAF DC, Retail Contractors Association, Women's Bar Association of the District of Columbia (WBA), the WBA Foundation, Metropolitan Washington Employment Lawyers Association, Education Foundation of the CCIM Institute, American Marketing Association-DC Chapter, American Institute of Constructors (AIC), and AIC Constructor Certification Commission. As such, she is a key liaison to boards and committee chairs, oversees association communications, and represents the groups as needed at industry functions.

Carol is an active volunteer in both industry and civic associations. She served as the VP, Finance for the Association for Women in Communications-DC Professional Chapter from 2005-2014, was Fund Agent and past-Reunion Chair for the Hood College Class of 1994, and is an active member and parent volunteer for the Clermont Elementary School PTA. She is a volunteer soccer coach and player director for the Lee-Mt. Vernon Sports Club. She is a member of the American Society of Association Executives, Association for Women in Communications, Association Foundation Group and Phi Kappa Phi academic honor society.

Carol earned the Certified Association Executive (CAE™) credential in December 2006.  The CAE is the highest professional credential in the association industry. Less than five percent of all association professionals have earned the CAE.

Carol is the 2013 recipient of the Betty Riehl Excellence in Service Award, which recognizes and honors employees of AAF member clubs, federations, districts, and national AAF. In June 2007 she received Hood College’s Outstanding Recent Alumna Award, given to alums who have demonstrated significant leadership and service in the workplace and community within 15 years of graduation. In October 2007, she was awarded the Chapter Star award from the Association for Women in Communications-DC Chapter. Carol was the recipient of the 2003 Outstanding Effort Award from the Professional Aviation Maintenance Association’s Olympics committee for her work on their annual competition.

Carol earned her B.A. from Hood College in Frederick, MD. She lives in Alexandria, VA with her husband, daughter, and son. In her “free” time, she and her husband coach their son’s recreational soccer team.

Listen to Carol discuss the association management company model on a Through the Noise podcast.

See Carol discuss the state of the event planning industry on ABC7's Washington Business Report.

Read an article about Carol in The Washington Post. You may have to login to view the article.

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