Lessons in Leadership

Check out the Lessons in Leadership video below to learn more!

PROGRAM OVERVIEW

A 10-month leadership development program for SMPS members to grow professionally and connect with mentors and peers

The SMPS Lessons in Leadership offers members a structured mentor program to help achieve their aspirations and career goals. The program focuses on the skills, behaviors, and traits of successful leaders, helping to develop habits proven to strengthen their value as a professional. Sessions are led by seasoned local, regional, and national leaders in the AEC industry, including SMPS Fellows and past Society Presidents.

Applicants must be a current member of SMPS in good standing, be currently employed or actively seeking employment, and have at least one year of experience. This ensures participants can meaningfully contribute to group discussions and activities. 

Mentees will be matched with a mentor of choice who will help guide them through a personal project and provide support outside the structured sessions. 

EXPECTATIONS

Participants must attend and actively participate in monthly meetings and complete a personal project. 

The program is comprised of ten 90-minute meetings from 11:30am-1:00pm on the 4th Wednesday of every month for 10 months. Each meeting will focus on guided topics with instruction led by highly-seasoned industry guest speakers (including Fellows and past SMPS Society Presidents!) and supplemented with mentor group interaction. The kick-off session is Weds, February 25, 2026, with subsequent meeting dates: March 25, April 22, May 27, June 24, July 22, Aug 26, Sept 23, Oct 28, and Nov TBD.

HOW DO I SIGN UP? 

This program is for SMPS members only. The cost to participate in the program is $260. You must pay your registration fee and complete the online application to enroll in the program. Registration can be found here.

Questions can be directed to:
Catherine McCullough at (619) 296-3150 ext 101 or [email protected]

Your Mentors

Catherine McCullough, FSMPS, CPSM
President/CEO/CMO, McCullough Landscape Architecture
25+ Years Experience | [email protected]

A graduate of the Fashion Institute of Design & Merchandising in Los Angeles, Catherine joined husband David at McCullough Landscape Architecture in 2001 and became President and Chief Executive Officer the following year, allowing the firm to become a California Small Business Enterprise (SBE) and Woman-Owned Small Business (WOSB). With a planning and urban design focus, the firm’s capabilities span the hospitality, retail, and entertainment, mixed-use, education, corporate, and institutional sectors. Prior to joining McCullough, Catherine was Marketing Director for the Westfield Corporation’s San Diego super-regional shopping center, UTC. This is where she sharpened her skills in branding, promotions/public relations, and project management. Her responsibilities at McCullough include oversight of all marketing and business development efforts, as well as directing the financial management and operations of the firm.

SMPS Involvement:
As the founding chair of the San Diego Chapter’s Lessons in Leadership mentor program, Catherine is a Past-President for SMPS San Diego, in addition to having served as the Western US At-Large Director for the international Board of Directors of the SMPS Society. Additionally, she is an At-Large Director for the Pacific Regional Conference Board. She earned her certification as a CPSM through SMPS in 2006 and became a SMPS Fellow (FSMPS) in 2022.

Outside SMPS, Catherine has recently served as the Chair for the Marketing + Communications Committee for the CREW San Diego Chapter and will assume the role as President-Elect for the 2026 term, and serve as President in 2027. She also serves on the Urban Land Institute (ULI) San Diego-Tijuana’s Women’s Leadership Initiative (WLI) Committee. In 2023, Catherine was accepted on the ULI Americas Marketing + Communications (MarCom) Forum. In her spare time, Catherine serves as Chapter President of the San Diego FIDM Alumni Association and the Neighborhood Coordinator for the Morley Field Historic Streetlight District in her North Park community.

Fun Facts: 

Catherine has had her share of interaction with celebrities over the years, but she has fond memories of once driving an unknown teenage Britney Spears to her hotel room after a mall-tour performance at Parkway Plaza in El Cajon. In her spare time, she also enjoys trying new restaurants, cocktail bars, and travel destinations with her husband and two grown children.

Debbie Brock
Socal Area Business Development Manager, UES
20+ Years Experience | [email protected]

As the Immediate Past President of SMPS San Diego Chapter, Debbie has grown client relationships in the A|E|C industry over the past 23 years. Debbie is responsible for client services and leads the planning of strategic pursuits at UES in the San Diego and Imperial Counties. UES is an environmental, geotechnical engineering, construction inspections, and material testing firm with a national presence in over 80 offices in 23 states for the private and public sectors. Debbie has excelled as a leader in multiple industries from aviation, agriculture, A|E|C, non-profit, to a world traveler in Italy. Prior to joining UES, Debbie started her professional career at Northrop Grumman in Structural and Aeronautical Engineering with a prominent involvement in the Advanced Tactical Fighter, YF22 aircraft. The program was one of the most important aircraft developed in aviation history to this day. Debbie enjoys creating teams that unite to make a difference. In 2007, she led a team of 24 members through five months of training for the Susan G. Komen 3-Day placing her team in the top 10 in the nation raising over $50K in donations. Over the years Debbie has served as a Board member in several organizations. In Debbie’s spare time, you can find her serving as a volunteer for many non-profits such as San Diego Food Bank or Paddle4Tomorrow, all supporting those disadvantaged in our communities. She has two children and five grandchildren and enjoys golfing, jet skiing with her fiancé, horses, and her dog.

Alison Murphy
Senior Director of Marketing & Business Development - OCMI
20+ Years Experience | [email protected]

Alison has 20 years of experience as an AEC marketing professional and is currently Senior Director of Marketing & Business Development at OCMI, a cost, schedule, and construction management consultancy. Having grown with the company from Office Manager to senior leadership, she oversees marketing operations across 12 nationwide offices and leads efforts in performance benchmarking, reporting, and strategic growth. Alison is recognized for her expertise in managing complex federal, state, and local proposal pursuits. She has played a pivotal role in forging partnerships that strengthen OCMI’s position as a cost, schedule, and project management services leader. A past SMPS San Diego president and former SMPS Golf Classic co-chair, Alison remains deeply engaged in the AEC community.

Known for her collaborative and approachable leadership style, Alison has built and mentored a high-performing team by fostering professional development, implementing innovative strategies, and encouraging creativity (often through memes). She is passionate about mentorship, nurturing emerging careers, and building meaningful relationships…her favorite part of SMPS. Outside work, Alison enjoys traveling, skiing, and spending time with her husband and three teenage boys.

Annabelle Macalister, CPSM
Director of Marketing, Standard Drywall, Inc.  
19 Years Experience | [email protected]

Annabelle Macalister, CPSM, is the Director of Marketing at Standard Drywall, Inc. (SDI), one of the nation’s leading wall and ceiling contractors. She oversees marketing and business development strategy across seven regional offices spanning the Western and Southern U.S. With 19 years of A/E/C experience, Annabelle has led marketing initiatives for firms of all sizes in architecture, engineering, and construction, giving her a well-rounded perspective on how to drive growth and elevate brand visibility.

At SDI, Annabelle is spearheading the company’s first comprehensive marketing program—developing brand strategy, leading proposals and pursuits, managing public relations, and building systems and processes that support business development company-wide. Known for her collaborative leadership style, she is passionate about helping teams uncover true differentiators, sharpen competitive advantage, and deliver meaningful client value.

SMPS Involvement:
A Certified Professional Services Marketer and Past President of SMPS San Diego, Annabelle served on the chapter’s Board of Directors for six years, holding additional positions as Accommodations Committee Director and Treasurer. She credits SMPS with expanding her professional network, helping her hone both her technical and leadership skills, and providing opportunities to give back as a mentor.

Fun Facts:
Outside of work, Annabelle enjoys exploring new restaurants and adventurous food, traveling, and spending time with her husband and their two-year-old son, Rory. She believes a good sense of humor and humility are essential tools for thriving in work and life.

Carina Orsino, CPSM
AVP, Southern California Marketing Manager, WSP USA, Inc.
20+ Years Experience | [email protected]

Carina is the AVP, Southern California Marketing Manager at WSP USA, Inc., where she leads and supports various marketing initiatives and sales efforts for the engineering industry. With over 20 years of experience as an energetic, client-focused marketing professional, she has expertise on strategic analysis. business planning, pursuit facilitation, and team leadership. She has secured over $1billion in contracts in the last five years for WSP. Carina is also a Past President of SMPS San Diego chapter, Pacific Regional Conference Chair 2010-2013, and held various board positions for 10 years. She loves to travel and explore new cultures and cuisines; she has visited over 50 counties. She is here to share some the best practices and lessons learned from her experiences in marketing and business development.

Jen Crawford, Assoc. DBIA
President, IntegrateBD
32 Years Experience | [email protected]

Communication, written or spoken, is Jen Crawford’s expertise. This skill-set paved the way for her career, starting with market research then progressing into marketing, communication, and business development. Throughout her career, no matter the role, Jen played a pivotal role in developing strategies that position teams to win projects.

Working with some of the industry’s most innovative teams in architecture, engineering, and construction, Jen leverages what they do with the needs of their clients. From identifying potential work to leading pursuits, to writing compelling project descriptions and cover letters, she is an integral part of strategies to win work. Jen worked with Syska Hennessy Group for 20 years leading client and business development in aviation, healthcare, higher education, and justice resulting in winning projects worth billions in construction value.

Recently, she started IntegrateBD where she works with firms to accelerate growth. She is a sought-after speaker and moderator, having presented at major AEC industry conferences including AIA National, DBIA WPR, AAAE/ACC Design Symposium, Women in Construction West, and SMPS Pacific Region.

Active in her industry, Jen has mentored and served as a board member of the SMPS San Diego Chapter. She is currently serving as a board member for DBIA WPR and Women in Construction West. Prior to her work in the AEC industry, Jen gained valuable experience in market research, marketing communications, software and product marketing, and served as a professor of Public Relations at Cal Poly San Luis Obispo. Additionally, she has coached debate and speech at both the college and high school levels.

SMPS Involvement:

Board Member / Programs Chair / Mentor, SMPS San Diego Chapter,  2001-2005 (while I was involved, we won SMPS Chapter of the Year in 2004)

Fun Facts: 

I’m a happily boring person where my favorite place is home. I have two daughters and one granddaughter. I’m a transplant from the Ohio and have lived in San Diego since 2001.

Kelly Michajlenko, CPSM
Director of Business Development | Glumac | 
25 Years Experience | [email protected]

Kelly Michajlenko, is a strategic business development and marketing leader, currently serving as Director of Business Development at Glumac. She brings 25 years of experience supporting architectural and engineering firms, with a career spanning public relations, marketing strategy, and client development. 

Since joining Glumac’s San Diego office shortly after its launch, Kelly has played a key role in strengthening the firm’s regional presence. As one of the early team members, she partnered with leadership to develop the San Diego office business plan, support staff hiring, and strengthen the firm’s reputation in the Southern California market. Under her business development leadership, the local office more than doubled in size within four years and grew to a staff of over 20 professionals.

Colleagues value Kelly’s steady, thoughtful approach. She is known for mentoring technical staff in networking and business development skills, helping engineers and project managers strengthen client relationships and pursue new work more effectively.

Prior to joining Glumac, Kelly held progressive marketing, public relations, and business development roles with several architectural design firms, where she built a strong foundation in proposal strategy, client communications, and brand positioning. She holds a Bachelor of Arts in Communications from the University of Michigan and maintains her Certified Professional Services Marketer (CPSM) credential through SMPS. 

SMPS Involvement: 

Kelly was first introduced to SMPS as a new marketing coordinator in Detroit, Michigan. Her first employer in San Diego suggested she attend SMPS and quickly became an active member. Her SMPS service included eight years on the SMPS San Diego Board of Directors, where she held multiple officer roles including Programs Co-Chair, Professional Development Co-Chair, and President. She has also held roles on the SMPS Pacific Regional Conference Planning Committee.

Fun Facts: 

Outside of work, Kelly enjoys yoga, nature walks, and travel. She prefers to read fiction on the page and listen to non-fiction audiobooks.  Kelly and her husband are devoted cat parents.  Most memorable vacation: Driving tour through the Central Alps.  Recent travel: Guanacaste, Costa Rica.

Kristie Bevacqua, CPSM
Director of Marketing & Business Development – KTUA Planning and Landscape Architecture
25+ Years Experience | [email protected]

With more than 25 years of experience in the architecture, engineering, and construction (AEC) industry, Kristie Bevacqua serves as Director of Marketing and Business Development at KTUA Planning and Landscape Architecture. In this role, she leads strategic marketing efforts and builds strong relationships with clients and partners, driving the firm’s growth and visibility across its San Diego and Santa Maria offices.

SMPS Involvement: 
A dedicated leader within the AEC marketing community, Kristie is a long-standing member and Past President of the San Diego Chapter of the Society for Marketing Professional Services (SMPS). She earned her Certified Professional Services Marketer (CPSM) designation in 2009 and has served in multiple leadership roles within the organization, including accommodations chair, education chair, and programs chair. She has also contributed to the professional growth of others as a mentor in the SMPS Lessons in Leadership program. "SMPS has been instrumental in my career; it’s where I found my professional voice, built lifelong relationships, and grew into the leader I am today."

Kristie currently serves as membership chair for the American Public Works Association (APWA), San Diego and Imperial Counties Chapter, and is a former board member. She was recently recognized by the Chapter with the “2025 Public Works Advocate” award. Her past professional service also includes six years as Recording Secretary for the Society of American Military Engineers (SAME), where she was active from 2013 to 2019.

Fun Facts: 
Outside of work, Kristie enjoys music, singing, theater, and spending quality time with her family. Whether it's cheering from the stands at the baseball field or enjoying a night at the theater, she values every moment spent making memories with loved ones.

Marty Glaske
Executive Vice President, Gafcon PM-CM LLC
30+ Years Experience | [email protected]

Marty Glaske is Executive Vice President at Gafcon PM-CM LLC, where he brings more than 30 years of experience in the AEC industry with a focus on marketing, business development, and strategic growth. He has built his career leading high-profile pursuits, developing trusted client relationships, and positioning Gafcon as a partner of choice for complex capital programs. Marty’s ability to connect vision with opportunity has been key in driving the firm’s expansion and market presence. A former President of SMPS San Diego, he has long championed the value of marketing and business development in shaping successful outcomes for both clients and the industry.

SMPS Involvement: 

Past Sponsorship Chair, SMPS San Diego

Past Program Chair, SMPS San Diego

Past President, SMPS San Diego

Fun Facts: 

Enjoys Fly Fishing, golf, and Pickleball.

Olga Bastiaannet
Associate Principal | Randall Lamb Associates
35+ Years Experience | [email protected]

Olga Bastiaannet is an Associate Principal in the San Diego office of Randall Lamb Associates, Inc., a mechanical, electrical and plumbing engineering (MEP) consulting firm. Olga’s role includes serving as the Business Development and Marketing Director for the firm, which also has locations in San Francisco, and most recently, the East Coast. She has been with Randall Lamb for 23 years, and in addition to developing and maintaining relationships with clients, directs all facets of the marketing process that includes proposal responses, social media, public relations, website and branding. Olga is also involved in the firm’s recruitment efforts.

With over 35 years of experience in the architectural, engineering and contracting (AEC) industry, Olga’s emphasis has always been on professionalism and integrity and taking good care of clients. She has worked with a variety of AEC leaders in California throughout her career that includes architects and engineers. In 2022, Olga was recognized as a Women of Influence in Engineering in the San Diego Business Journal.

In addition to serving on the CREW San Diego’s Building Future Foundation Board, Olga is a founding board member of the Hope for a Cure Foundation (HFAC), created in 2004 by five passionate volunteers to raise money for physician/researchers who are always in need of specialized equipment for their laboratories. HFAC has purchased over 20 pieces of equipment for various local cancer researchers, primarily at UCSD Medical Center. Olga has served on the board of SMPS several times throughout her career, as well as various committees. Olga is a graduate of Western Washington University in Bellingham, Washington with a degree in Interior Design, and holds an additional certificate from UCSB in Interior and Environmental Design. 

SMPS Involvement: 

SMPS Lessons in Leadership mentor, previous SMPS board positions in the past 25 years including Golf Tournament Co-Chair 2016 – 2019.

Fun Facts: 

Olga has raised two wonderful (and recently engaged!) sons, considers herself a foodie, loves fine wine, sharing time with friends, traveling and Zumba!

Simon Andrews, FSMPS
Principal, Graphic Solutions 
35+ Years Experience | [email protected]

A past-president of SMPS San Diego from the early 1990s, Simon has been a Principal with Graphic Solutions since 1976. Simon’s responsibilities include problem-solving and design concepting, sign planning and organizing and conducting stakeholder meetings and public workshops for developing consensus. He has directed numerous award-winning projects and serves as principal of most public agency projects. Simon and his firm developed strategies for discovering those visual elements which are unique to a project, then interpreting them graphical so they communicate an appropriate identity and serve as an effective brand.

Ursula McDonald
Business Development Manager | Housing Studio, HPI Architecture
25 Years Experience | [email protected]

Ursula McDonald is an experienced Marketing and Business Development Manager with a well-established background in the AEC industry. With over two decades of experience, she has developed expertise in graphic design, proposal development, client relations, and strategic partnerships. Known for her ability to build authentic relationships and foster collaboration across teams, Ursula leverages her strengths in communication, empathy, and connectedness to drive meaningful engagement and growth.

In her current role as Business Development Manager for the Housing Studio at HPI Architecture, Ursula leads initiatives to expand market presence and cultivate long-term partnerships. Her previous experience working with builders, engineers, and development teams has given her a comprehensive understanding of the full project lifecycle - from concept to completion. Ursula’s leadership style is grounded in maximizing potential and nurturing innovation, and she gathers much joy in sharing insights with the next generation of AEC professionals. 

SMPS Involvement: 

Member | Aug 2019 - Present

Palm Award Recipient, Member of the Year | 2024
Director, Membership | 2022-2023; 2023-2024

PRC MarCom Committee | 2023
Co-Chair, Social & Events Sub-committee | 2021-2022
Chair, Education & Professional Development Sub-committee | 2020-2021
Lessons in Leadership, Mentee | 2019-2020
Business Development Focus Group | 2019-2020; 2022-2023; 2023-2024

Fun Facts: 

Born into the AEC Industry – Father was an Architect and Uncle is a General Contractor

Loves music and has a huge collection of vinyl records, CDs, and concert posters

Mom of two teenage boys