Transforming Associations from Vision to Execution.
Transforming associations from vision to execution — across initiatives large and small.
I work with boards, volunteers, and executives to refine strategy and deliver real results through digital transformation, training, research, product development, and operational improvement.

I'm Matty Rubenstein and for over 15 years...

...I’ve helped some of the world’s most complex associations — including IEEE — deliver transformational strategies and tangible results. My work spans both large-scale transformations and focused strategic and operational initiatives, bridging the gap between what associations want to achieve and what they actually deliver to members, stakeholders, and society.

Before entering the association world, I spent another 15 years in customer-facing advisory roles at blue-chip firms including Hewlett-Packard (HP) and EMC Corporation, working with leading clients across technology, finance, and insurance.

Over that time, I’ve led or advised on more than 60 strategic and operational initiatives — spanning strategy, product development, operations, IT, membership, finance, standards, education, conferencing, and more. These have ranged from multi-year transformations to targeted projects in digital platforms, training programs, research, and process improvement.

I’ve run teams comprising staff, volunteers, and inter-association partners. I’m fluent in multi-million-dollar operational and transformation contexts, from framing $10M backend system conversations to unlocking tens of millions in trapped revenue. And I bring a unique mix of strategic and commercial fluency — equally comfortable in boardrooms, project teams, or member communities.

I've been a Project Management Professional (PMP) for the last 15 years whichh has goven me such clarity on stakeholder management and planning. More recently was made an Honorary Life Fellow of the Society of Association Management (FSAM) in the UK, for my services to the association community. Outside of work, I’m a proud father of four, an unrepentant amateur builder, and a dedicated editor helping others shape their books and ideas. These parts of my life keep me grounded, creative, and connected to the world beyond strategy decks and boardrooms.

Core Competencies

• Strategy, Transformation & Operations Excellence

• Digital Platforms & Product Development

• Training, Education & Research Initiatives

• Board, Volunteer & Staff Leadership

• Change Adoption & Stakeholder Alignment

• Financial Fluency & Risk Management

Strategic Perspective

Throughout my career, I’ve grown from a tactical project leader into a strategic advisor and executive partner. My work has been featured in industry publications and websites and will soon appear in my forthcoming book on the future of associations.

I specialize in rapid discovery, data-driven decision-making, and translating complex stakeholder environments into actionable strategies and operational initiatives. My approach blends strong analytical skills with human-centered design, ensuring that solutions are not only well-conceived but effectively adopted and lived across the organization.

Leadership & Ambition

I’m currently seeking to bring this experience to senior leadership opportunities where I can help shape the next generation of association strategy and impact — whether as an Executive Director, Chief Strategy Officer, COO, Chief International Officer, Interim/Transitional leader, or through targeted advisory engagements.

My goal is simple: To help associations become faster, smarter, more impactful engines of member and societal value.

Selected Impact

• $100M+ in transformation initiatives delivered

• 500+ senior stakeholders engaged across boards, staff & volunteers

• 60+ major strategic initiatives

• 30+ societies and business units supported

Enough about me, let’s talk about you...

Whether your organization needs help tackling a single project,
improving how your operations run, or setting a clear long-term strategy, I tailor my approach to fit your goals, your team, and your capacity — so the work moves at a pace and scale that actually works.

Message Me

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About | Association Strategy & Advisory | matty rubenstein | BIO | Aspaklaria

spaklaria partners with professional associations and nonprofits worldwide to address complex strategic and operational challenges. Drawing on deep experience across membership, conferences, publishing, education, standards, and governance transformation, we help leadership align vision with execution, build scalable strategies, and unlock organizational potential.