Barbara J. Armentrout, CAE, is Founder and Key Principal with BJA Solutions for Associations. After 25 years in publishing and direct marketing, Barbara found her new home in association leadership nearly 20 years ago. She served as executive director of the Direct Marketing Association of Washington, followed by a decade with Marketing General Inc. where her focus was on client relationships and earning list management royalties for 90+ clients each year. She served on staff at National Court Reporters Association (NCRA) and was interim membership manager at the Northern Virginia Technology Council (NVTC).

As a consultant with Mesa Group, Barbara’s roles included client engagement manager for a Salesforce managed services provider and relationship director for a research company.

Barbara now heads her own consulting service dedicated to sustainable nondues revenue for professional societies and trade associations as well as ambassador duties to for-profits seeking to be good industry partners in the association community. Over the years, she has served in numerous volunteer roles including Alexandria, Reston, and Loudoun ASAE Idea Swaps, ASAE councils including Technology Professionals Advisory Council, and is active with PAR (Professionals for Association Revenue), PPN (Partnership Professionals Network), AWTC (Association Women Technology Champions), and FSAE (Florida Society of Association Executives).

A proud Washington, D.C. native, Barbara is now based in sunny South Florida where she continues one of her favorite activities: Helping connect associations professionals with friends they’ve not yet met.