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McLEAN, Vir. -- Susan Nicolais has been named new e.v.p. of Retail Bakers of America. Nicolais, who assumed control on January 1, now oversees all operations of RBA. Her primary focus will be the organization's ongoing reorganization that focuses on membership development and growth.
A certified association executive (CAE) with the American Society of Association Executives (ASAE), Nicolais most recently served as executive director for the National Certification Board for Therapeutic Massage and Bodywork. She previously held a number of senior management positions with other associations, including the Association for Career and Technical Education and the National Newspaper Association. As executive editor, she has shared her expertise in two ASAE publications devoted to membership growth and retention.
"With her years of experience in the nonprofit and association world, and specifically in membership development, Susan was undoubtedly the right individual to lead RBA through our rebuilding," said Bill Mihu, v.p. for the St. Louis-based Schnuck Markets and president of RBA. "Her reputation throughout the association industry as a membership expert clearly connected with RBA's reorganization."
With RBA no longer solely focused on its industry trade show, Marketplace, the organization said it has refocused its efforts on new and innovative membership programs and initiatives designed to dramatically increase value while helping retail bakeries lower costs, increase profits and enhance the prestige of retail bakeries nationwide.
"All of our programs, activities and decisions now revolve around bolstering the membership base," remarked Nicolais. RBA will unveil a revamped Web site with new resources and tools solely accessible by RBA members, as well as an enhanced membership publication, additional and robust affinity programs, hard-to-find specialty formulas, and professional marketing, business growth and production resources for 2006 and beyond.
Nicolais follows outgoing e.v.p. Bernard Reynolds, who departed RBA at the end of 2005 after more than four years of service.