News & Press

Joyce “JC” Cataldo joined the HPA team as a full-time member in 2020, following a successful collaborative stint at SMPTE – HPA that began in 2017.  From the outset, her ability to foster relationships and amplify HPA’s impact has been instrumental in its success. Now, in the newly created role as Head of Development and Strategy, Joyce will continue to shape HPA’s future by leading initiatives that serve and strengthen the professional media and entertainment (M&E) community.

A Proven Leader in Development and Engagement
With a robust background in development and community engagement, Joyce has played a pivotal role in expanding HPA’s membership and sponsorship base, even during the challenges of a global pandemic and industry-wide strikes. She brings experience from executive roles at SMPTE, HPA, Wall Street Communications and as a veteran corporate recruiter.

New Role and Responsibilities
As Head of Development and Strategy, Joyce will oversee a talented team. Explaining her vision, she shared: “We are focused on membership, sponsorship, and strategic growth and to fostering deeper engagement within HPA’s membership and sponsorship ecosystem. A key focus will be building collaborative partnerships across traditional and non-industry sectors. HPA offers so many incredible opportunities to connect, learn, and get involved, and I’m excited to expand these options for both existing and potential members.”

HPA has deepened its bench of experts to drive membership growth, enhance sponsorship opportunities, and execute strategic initiatives. Joyce’s team includes:

• Deanna Villarreal, recently promoted to Membership Engagement Specialist, who will focus on enhancing member involvement through HPA’s social media platforms.
• Max Ma, an HPA veteran, who continues to manage the organization’s database, website, and technical operations, ensuring seamless access to resources for members.
• Roberta Gorman, a trusted Membership Consultant, known for her unparalleled ability to connect and build community.
• Additional sales team members will support HPA’s growth initiatives.

“Working with this amazing HPA team, I am more than confident that we will continue to bring incredible value to our members. Deanna is extremely talented and cares deeply about our members and their experience.  She is leading our efforts to build engagement and excitement for HPA’s community and events through HPA’s social media platforms. For many years, Max has played an essential role at HPA, and his technical and organizational skill is unparalleled.  To say Roberta is an incredible person and consummate connector and community builder is an understatement. This team should become your all-purpose resource for all things HPA.”

Vision for 2025 and Beyond

What’s ahead?  “I am excited to continue to work with Alicia Rock and Hilary Sbei, the amazing events team at HPA.  With their expertise, we will continue to present the best events in the industry.  We will continue to enhance attendee experiences at HPA’s annual Tech Retreat, expand membership, and strengthen sponsor operations.  Key initiatives include:

• Growing a diverse and empowered team that can drive membership and sponsorship goals.
• Building partnerships beyond M&E that include travel, alcohol, and other complementary sectors, and exploring new membership and sponsorship models that resonate with a broader audience.

Heading into 2025, HPA will keep building strong relationships with senior industry leaders, refine corporate membership offerings, and pursue grants and collaborative opportunities that align with the organization’s goals.

Commitment to HPA’s Mission

Joyce has been a driving force behind HPA’s achievements that include record-breaking membership growth and sponsorship sales. In her new role, she remains steadfast in her commitment to advancing HPA’s mission and building a collaborative, empowered team.

Reflecting on her vision for the future, Joyce shared: “Every day, I’m inspired by the amazing people and companies I work with, as well as our incredible team. Together, we’re transforming HPA into an even greater organization. The year ahead promises to be outstanding for HPA, our community, and our members. I look forward to connecting with many of you at the Tech Retreat and throughout the year!”

Please reach out to Joyce at jcataldo@hpaonline.com.