Learn how to reach your full potential with tips from a life and career coach and a marketing expert at the Tri-Cities Women in Business Conference on Jan. 27 at TRAC in Pasco.

The conference will be 8:30 a.m. to 4:30 p.m. and includes vendors’ booths, motivational and inspirational talks by Tri-Cities’ businesswomen and two keynote speakers, Whitney Keyes and Jessica Butts.

Keyes will speak on ‘Catching up to the Customer: Strategic Marketing Ideas for 2016’ during the Athena Award Luncheon, which will be noon to 1:30 p.m.

In the morning, Butts will discuss how to ‘Live Your Life From the Front Seat.’

For years, Butts worked in corporate human resources, a career totally unsuited to her personality and intuitive way of thinking. Finally, a life-changing event pushed Butts out of corporate America and back to graduate school, where she pursued her dream of becoming a therapist.

Today, Butts teaches corporate workshops, is a well-known speaker and has a radio show. She also has a private practice, leads a group-coaching program for intuitive types and has written a self-study program and book, Live Your Life From the Front Seat.

Butts’ presentation will be given in two parts, half at 9:15 a.m. and the second at 3:30 p.m.

During the luncheon, Keyes will present her talk, ‘Catching Up To the Customer: Strategic Marketing Ideas for 2016.’

Keyes has worked as a senior Microsoft manager, strategic advisor for American Express and has been a marketing consultant to thousands of individuals and organizations around the world. She is the winner of the Small Business Administration’s 2013 Women in Business Champion of the Year Award for Washington state and wrote Propel: Five Ways to Amp Up Your Marketing and Accelerate Business.

Keyes received grants to empower women leaders, social entrepreneurs and youth in Malaysia and Africa. Her most recent program work in Malaysia was selected to be included in the U.S. Secretary of State John Kerry’s briefing paper on successful public diplomacy programs.

She is a professor and fellow for the Center for Strategic Communications at Seattle University and guest lectures at the University of Washington and other academic institutions.

The Athena leadership awards will also be presented during the luncheon. The Athena Leadership Award will be given to a successful female leader, over the age of 40, who has achieved the highest level of professional excellence. The Athena Young Professional Leadership Award will go to an emerging woman leader, under the age of 40.

The day will wind up with a social hour beginning at 4:15 p.m.

The conference is sponsored by the Tri-City Regional Chamber of Commerce. Cost for the conference is $105 for members and $125 for non-members. Cost for the luncheon only is $22 for members and $32 for non-members. Preregistration is required by Jan. 21.

To register, or for more information, contact Jillian Marquez, event coordinator, at 509-491-3234 or jillian.marquez@tricityregionalchamber.com.

[panel title="Women in Business Schedule" style="info"]

9:15-10:15 a.m. — Jessica Butts, life coach and therapist, Live Your Life From the Front Seat.

10:30-11:30 a.m. —A Leadership Power Panel featuring Paula Linnen of Pacific Northwest National Laboratory, Terri Marts, URS Professional Solutions and Donna Paul of Washington State University.

Noon to 1:30 p.m. — Athena Award Luncheon and keynote speaker, Whitney Keyes. Keyes, founder and CEO of Propel Productions will speak on Catching Up to the Customer: Strategic Marketing Ideas for 2016.

1:45-2:30 p.m. — Get up and Get it Done with Josie Koelzer of Franklin County and Daniele Pardini of Energy Northwest.

Start Smart: Wage Negotiations with Wendy Munson of Sandvik Special Metals and Kori Thornburg of Columbia Basin College.

Marketing on a Shoestring Budget with Whitney Keyes of Propel Productions.

2:35-3:20 p.m. — Work Your Wardrobe with Dana Crowley

Gribble of Charter Local Edition Northwest.

You Earned It! Smart Money Decisions with Shawn Murrow of DA Davidson.

Survival, Success and Finding your Calling with Salina Savage of Savage Logistics, Jennifer Mitchell of Accountant Sense and Megan Savely of Frost Me Sweet.

3:30-4 p.m. — Jessica Butts will give the second part of her talk, Live Your Life From the Front Seat.

4-5 p.m. — Networking, book signing and wine social.