Rochelle Uechtritz is internationally recognised for her extensive expertise in the global positioning, market awareness and business development of world-class convention centres within the Asia Pacific and Middle East regions. 


Utilising her vast convention industry knowledge, Rochelle has been intricately involved with the pre-opening of six world-class purpose-built convention centres and two transition venues,  as well as driving successful strategic and innovative activities targeting new and emerging markets in this highly competitive environment.


Rochelle has been engaged by ASM Global Convention Centres portfolio of world-class venues as Director, International Market Development. Proven success is in Rochelle's DNA, with her expertise and passion covering the following areas;

  • Strategic business development in the Pre-Opening Business Development Phase

  • Liaison with key stakeholders for improved understanding of the Convention Industry

  • Tap into expansive network of global contacts to increase business and media opportunities

  • Development or expansion of the global awareness for the country, city and venue 

  • Set-up of research and business development structures, systems, procedures and reporting

  • Trade-show and industry event representation

  • Mentor and training initiatives of new and existing venue teams

  • Strategic expertise and support in venue transition stages

  • Review and audit of processes, procedures and reporting of the sales pipeline

  • Setting benchmarks and achievable KPI's for successful outcomes

Most recently, Rochelle was responsible for the creation, strategic development and implementation of the innovative global AEG Advantage brand campaign, designed to generate a united front for ASM Global's diverse portfolio of world-class convention centres under one portal.


This successful campaign has been expanded to monthly distribution of the AEG Advantage E-News distributed to more than 6,000 key international convention decision makers, stakeholder and meetings industry trade media for global recognition and maximise reach.

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