As a first-time CEO/Executive Director coming into a national association that had not seen any changes to its business model, technology, membership services, etc., Amber Huston was met with a wave of needs and feedback. At the core, the association was in the midst of an identity crisis; was the association's purpose still relevant. Listen to this episode to hear how a first-time executive leveraged the voice of customer data, marketing, and strategy to evolve a stagnant association.