Following a ‘comprehensive review and analysis’, the Plasa has announced new strategic and operating plans, including a revised senior management structure.

The announcement identifies a focus on membership recruitment from all areas of the entertainment technology industry and the continued development of the organisation’s industry programmes, with details of the structure, tactical approach and financial resource required. The management reorganisation includes three executive directors – Chief Executive Officer, Chief Financial Officer and Chief Operating Officer – plus divisional directors for Membership, International Programs, Sales, Marketing, Events and Media.

Matthew Griffiths and Shane McGreevy currently fill the positions of CEO and CFO respectively. The COO post will be recruited in the first part of 2014 and will be based out of Plasa’s New York office. Lori Rubinstein will retain her Executive Director responsibilities in North America until the new COO is in place.

After almost 25 years of being responsible for the day-to-day running of ESTA and Plasa in North America, Rubinstein will be dividing her time between Plasa and the Behind the Scenes charity. As Director of International Programs for Plasa, she will continue to oversee the Technical Standards Program and Plasa’s Skills Division, including ETCP in North America and the NRC in Europe. Other duties include working with the Production Equipment Rental Group (NA) and the Association of Studio & Production Equipment Companies (EU). These are special interest groups, which will further develop the film and digital community within Plasa.

Effective I January, Kacey Coffin takes the role of Director of Membership, a newly created position covering ‘the membership experience and recruitment of new members, strengthening our ability to act as the worldwide voice for entertainment technologies. Norah Phillips continues in her role as Membership Manager for Europe’.

A key aspect of the operating plan is the development of a globally integrated sales programme that will simplify members’ use of Plasa’s promotional opportunities including exhibitions, advertising and sponsorships. Jackie Tien will lead this initiative as Director of Sales.

Behind the Scenes, the charitable wing of Plasa, has seen significant growth in the number of applications for assistance. Rubinstein’s responsibilities will include setting up Behind the Scenes in the UK.

These new divisional directors join Chris Toulmin, who was appointed Plasa Director of Events in 2013, and will be completed by filling the positions of Director of Marketing and Director of Media in the coming 12-18 months.

‘Having the support of such a talented team gives us every chance of success in the coming years,’ says Plasa CEO, Matthew Griffiths. ‘I am particularly pleased that we have promoted from within the organisation and that we have been able to provide the opportunity for Lori to fulfill her ambition of developing Behind the Scenes globally, without losing all her valuable industry knowledge.’

‘At this stage in my career I would like to focus on those areas where I feel my experience and maturity can still make a significant contribution while making room for some of our incredibly talented staff to progress in their careers and bring their fresh ideas and energy to the association,’ Rubinstein adds. ‘As those who know me well will tell you, Behind the Scenes has captured my heart and brought unexpected fulfillment. I look forward to being able to devote more time to ensuring we assist as many of our colleagues as possible through a charity that will be around for long into the future.’

Plasa regards these changes as part of a wider reorganisational structure, and that it will take two to three years to assemble the full staff highlighted in the operational plan.