The Miller Tanner Associates’ (MTA) difference is our people. That’s why we want to introduce you to our team of superstars that brings our corporate meetings and events to life for our customers. Today, we introduce you to Key Account Manager, Congress, Sarah Coffman. Sarah’s dedication to fostering strong relationships and her innovative approach to congress management make her an invaluable asset to our team, offering seamless coordination, creative solutions, and an unforgettable congress experience for our customers.
Meet Sarah Coffman, Key Account Manager, Congress
Strengths as defined by Clifton StrengthsFinder? Arranger, Connectedness, Intellection, Positivity, Strategic
Languages spoken:
Currently learning Spanish! And while I may not be fluent in another language just yet, I do speak “Congress” — which helps me connect with our customers, understand their unique goals, and collaborate seamlessly with our internal teams (also fluent in “Congress language”) to bring their congress vision into reality.
Tell us about your current role with MTA. What are your primary responsibilities?
In my role as a key account manager at MTA, I serve as the strategic bridge between our customers and internal teams, ensuring that every interaction is not just transactional but truly transformational. I focus on building and nurturing strong, trust-based relationships with our customers while continuously identifying opportunities to expand these partnerships.
What did you do before joining MTA?
I began my events career in high school catering, which sparked a lifelong passion for creating meaningful experiences. After earning my degree in event management, I worked in luxury hospitality before transitioning to life sciences. Over the years, I’ve managed global congress logistics, housing, and compliance, eventually moving into program management, where I aligned brand strategy with seamless execution to deliver impactful congresses across the globe.
What do you feel are the most fulfilling aspects of your job?
One of the most fulfilling aspects of my work is helping customers uncover the full potential of MTA’s congress capabilities. Many aren’t aware of just how much support we can provide – from logistics to engagement to data-driven strategy. I love being able to connect the dots for them, showing how we can streamline operations, reduce risk, and ultimately elevate the entire congress experience. Collaborating with our internal experts to tailor solutions that meet each client’s unique needs is incredibly rewarding.
What are some of the latest trends you are seeing with congress meetings and events?
In 2025, events, especially congresses, are increasingly guided by data-informed planning, where every element is tied to purpose and performance. Customers want measurable ROI, not just from HCP engagement and booth traffic, but also from ancillary events and internal spend. There’s a growing focus on qualifying business activities by their true impact, ensuring resources are allocated intentionally. With tools that support real-time logistics and attendee-level tracking, teams can refine strategy on the ground, avoid unnecessary spend, and tell a fuller story of congress value.
The best congresses aren’t built on flashy tactics – they’re built on strong fundamentals, executed flawlessly.
What are some key strategies for launching a successful congress meeting?
Success starts with mastering the basics. A deep understanding of congress registration and housing nuances can prevent costly missteps and help teams fully leverage sponsorship benefits. Precision in planning, timeline management, and vendor negotiation keeps logistics flowing smoothly and avoids unnecessary stress later. And having the right tools – whether for communication, event management, or real-time analytics – means teams stay aligned and proactive, not reactive. The best congresses aren’t built on flashy tactics – they’re built on strong fundamentals, executed flawlessly.
What’s one misconception from customers regarding congress events?
A common misconception is that greater impact requires greater spending. In reality, working with experienced congress partners allows teams to be more strategic and thoughtful. By cutting waste, optimizing sponsorship benefits, and streamlining execution, customers can invest intentionally in the areas that truly move the needle – often achieving stronger outcomes without overspending.
What is the one must-have for every event?
Simple. Great agency partners. In life sciences, where compliance, precision, and cross-functional alignment are critical, having the right partners makes all the difference. From proposal to reconciliation, it takes a team: account and customer success managers, project leads, delegate management experts, venue sourcing, and financial analysts – working behind the scenes to bring clarity, control, and strategic value to every congress. A great agency doesn’t just execute; they elevate the experience, ensuring every touchpoint supports the science and delivers meaningful impact.
What makes Miller Tanner Associates stand out as a meeting planning company?
We don’t just plan meetings – we engineer outcomes. At MTA, we combine deep life sciences expertise with smart tech, agile, creative execution, and flawless logistics. Our proprietary tools give customers real-time visibility and a full picture of financial analytics, empowering smarter decisions and measurable outcomes. From compliance to congress strategy, we simplify the complex so our customers can focus on what really matters: driving impact.
Where are you from and where do you currently reside? What do you enjoy most about the area? Any recommended tourist spots?
I’m originally from Indiana and will always be a Midwesterner at heart, but now I proudly call San Antonio home. It’s a big city with a small-town feel – full of heart, amazing food, and warm hospitality. I also appreciate the mild winters… no more shoveling snow! If you’re ever in town, you have to stroll along the River Walk. It’s scenic, vibrant, and captures the welcoming spirit of San Antonio perfectly.
What do you do for fun?
I love spending quality time with my two children, family, and our “friends that are like family.” Staying active is a big part of my life – dancing and Pilates are my go-to workouts. I also enjoy hiking and making weekend trips to the South Texas beaches whenever I can.
Anything else you’d like to add?
I’m truly grateful to be part of a team that values collaboration, creativity, and excellence. There’s something really special about working alongside people who care deeply about what they do – and about each other. I’ve formed some amazing friendships here at MTA and look forward to celebrating many successes with this incredible group of people for many years to come!
To learn more about the MTA Team, visit www.millertanner.com.
