ELEVATE2022 is currently sold out and we are no longer accepting registrations. 

We have started a waiting list should space become available. 

Please email info@asa.net or call 630-467-0000 if you would like your name added to the list. 

Be a Part of Women in Industry!

Network, learn, and grow with other industry professionals with similar career paths and level of industy experience. It all happens at ASA Women in Industry.

Join Today

Michelle Villalobos


Kathleen Hoye

Kathleen Hoye

Janine Driver

Janine Headshot-Web

Patti Schmeda

Patti Schmeda-Web

Tracie Sponenberg


Debra Clary

Dr. Debra Clary Headshot 2021 (002)

Katie Poehling

KatiePoehling Headshot-Web

Kirsten Hawley

Hawley, Kirsten  - Web


9:30 a.m. - 12:00 p.m.  - OPTIONAL ZOELLER FACILITIES TOUR
Transportation provided
*Distributors only - Space limited

2:00 p.m. - 6:00 p.m. - REGISTRATION
Drop off Family Scholar House Donations

4:30 p.m. - 5:30 p.m. - NEW ATTENDEE WELCOME EVENT
All first-time attendees welcome

5:30 p.m. - 7:30 p.m. - WELCOME RECEPTION & DINNER
ASA President Address & Presentation of Alice A. Martin Woman of the Year Award

7:30 p.m. - 8:15 p.m. - BOURBON TASTING EVENT
Join Jean Michalak, Sales Manager from Heaven Hill Distillery as she gives a crash course on all things Bourbon and the opportunity to sample different American Whiskeys. This event takes place immediately following the dinner on Wednesday, April 20.

7:45 a.m. - 9:00 a.m. - NETWORKING BREAKFAST

9:15 a.m. - 10:15 a.m. - GENERAL SESSION
How to "Sell" with Grace, Ease & Flow
Michelle Villalobos

Regardless of role, we are all selling something. Whether it's a product, a service, an idea, a mission, or even yourself, learn the "Sales As Service" pillars for increasing connectedness, communication, and trust, so that no matter what you're selling, people buy willingly and with pleasure.

10:30 a.m. - 11:30 a.m. - EDUCATION WORKSHOP
Michelle Villalobos

Practice and apply the Sales As Service principles from Michelle's general session.

11:30 a.m. - 1:00 p.m. - LUNCH
Divisional Update
Kathleen Hoye of MCM & CPAs & Advisors/Zoeller
The Power of Family Business: Emerging Trends and Opportunities
Kathleen will discuss the Family Business Systems Model, economic impact of family businesses, the impact of COVID, and major challenges and concerns.

1:15 p.m. - 2:45 p.m. - EDUCATION SESSION
You Say More Than You Think: Leadership, Sales & Communications Secrets for Affinity and Success
Janine Driver

Reading non-verbal cues has become more important than ever and Janine's step-by-step fool proof program will ignite women to work together, build trust and transparency, minimize conflict, understand why people act certain ways, create strategies to enhance outcomes, and tap into the 7 scientific emotions that build rapport in a male dominated environment. Includes Q & A at the end.

3:00 p.m. - 4:45 p.m. - EDUCATION BREAKOUT SESSIONS

Track 1 - Professional Growth & Development

3:00 p.m. - 3:45 p.m.
Investing in Your Professional Development Journey
Patti Schmeda of Elkay

We all realize how important professional development and continued learning are for achieving both our personal and professional goals.  So why do we not invest more time and energy into developing ourselves? You are accountable for your own success.  How much time do you spend networking? Do you have a voice at the proverbial table?  Do you know your personal brand or unique value proposition? How influential are you? In the end, the most important thing is making a personal commitment to manage and invest in yourself - now.  Learn to discover your special attributes and career ambitions that can take you on a journey to ultimately give you a rewarding career. 

4:00 p.m. - 4:45 p.m.
Personal Brand: Strategies for Personal and Professional Growth
Tracie Sponenberg of The Granite Group

What is your "Personal Brand?" You may not think that you have one.... but you do.  You don't have to be an influencer to have a brand! Your personal brand is simply what you project into the world, from your digital footprint to your local reputation to your work at work and in the community and beyond. It may not be something you think about, but you should.  You have a tremendous opportunity to curate what you put out in the world in order to help your company, and yourself.  Learn the whys and hows of personal branding, and how you can create your own brand unique to you!

Track 2 - Leading & Influencing Others

3:00 p.m. - 3:45 p.m. 
Curiosity: The Secret Elixir to Leadership
Debra Clary of Humana
Curiosity may be the greatest predictor of an individual’s career trajectory because it incorporates intelligence, persistency, and an urgency to learn.  This session will explore the elements of curiosity and how leaders can grow their curiosity and inspire it in others.  Curiosity is a state and not a trait. All those that are curious are encouraged to join. 

4:00 p.m. - 4:45 p.m.
Genuinely Leading
Katie Poehling Seymour of First Supply

Genuine leaders have a deep understanding of their values, ambitions, and goals, and project their true selves for all to see. This self-awareness helps them lead with confidence and share their true passion and commitment. This authenticity helps create trust with others and is critical to ensuring collaboration.

6:00 p.m. - 8:00 p.m. - NETWORKING EVENT
Kentucky Derby Museum

Right next to the Churchill Downs, the Kentucky Derby Museum offers an expansive look at The Greatest Race, inviting you to explore the history and fanfare of the Kentucky Derby.  This evening will feature a reception-style dinner and drinks.

OPTION A  - 7:00 a.m. - 7:45 a.m. - Morning Yoga with instructor Brooke Borgelt*

* Space limited
OPTION B - 7:15 a.m. - 8:00 a.m. - Book Club Discussion* 
Discussion of the book "You Can't Lie to Me" by ELEVATE2022 speaker Janine Driver
* Space limited - please read the book in advance

8:00 a.m. - 9:00 a.m. - NETWORKING BREAKFAST

9:15 a.m. - 10:00 a.m. - EDUCATION SESSION
Self-Kindness is Self-Care
Kirsten Hawley of Brown Forman

I was recently asked to share some wisdom and advice with other women about managing the myriad expectations others have of us. The older I get, the more I realize how little I actually know, so coming up with helpful advice and words of wisdom is proving to be particularly challenging.  So instead of advice, I have only stories -- stories about picking a career path, being a working mother, learning to ask for help, and extending the same kindness to ourselves as we so often extend to others. I hope that as you listen to these stories, you will see yourself in them, and take from them what you need to grow your career, find meaning in your work, and most importantly, give yourself a break. 

Hotel Information

Hyatt Regency Louisville
320 W Jefferson St
Louisville, KY 40202

Leadership Book Club


To participate in the optional Book Club Discussion on Friday morning, please purchase and read the book "You Can't Lie to Me" by speaker Janine Driver prior to the conference.


Family Scholar House Donations

The ASA Women in Industry Division is proud to partner with local nonprofit Family Scholar House for this event. Family Scholar House serves disadvantaged residential and nonresidential single moms and their children with a comprehensive, holistic continuum of care that meets them where they are and empowers them toward their educational, career and family goals. The division will be collecting new or gently used women’s clothing as well as winter clothing and accessories, diapers and pull-ups of all sizes and wipes, cleaning supplies and feminine hygiene products.

Make A Donation



ELEVATE2022 Sponsors-Updated 1-5-22637770140442062680

ASA Headquarters and Education Foundation
1200 N. Arlington Heights Road, #150
Itasca, IL 60143
P: 630.467.0000
F: 630.467.0001