Jennifer Severns, Chief Experience Officer at the American Marketing Association, a nonprofit organization, discusses some of the challenges she faced while coming into her role. She has been digging into the multiple dimensions of being a CXO, handling the important underbelly work of people management. She came into the position at a time where the organization was dealing with a decline in membership, so she needed to analyze the sources of membership revenue and determine how to add value around membership renewal, advertising, and events.