Management Team

Geoffrey Scott | CEO

Geoff Scott is the CEO for Americas' SAP Users' Group, the world's largest community of SAP professionals. He has more than two decades of experience as a chief information officer and senior IT leader.

Prior to his selection as CEO of ASUG, Geoff served as CIO for TOMS Shoes. In this role, he held responsibility for global technology strategy, execution, and operations. This included leading the implementation of SAP for TOMS in September of 2012 with a team of more than 100 people.

Geoff also served as CIO at JBS, the world's largest meat processor and distributor, where he was responsible for all aspects of enterprise information technology strategy, execution, and operations. Geoff also held senior leadership positions in marketing and sales, HR, and health care at Ford Motor Company.

Geoff has more than 20 years of ERP experience, including seven years of extensive SAP implementation and operations experience covering global operations. He has implemented SAP for a number of organizations of various sizes. His experience in the automotive, food, fashion/retail/apparel, and startup spaces brings unique and broad-based industry experience to ASUG.

He has experience with a number of SAP industry solutions — IS Oil, Catch Weight Management, Retail, and Apparel/Footwear. His supply chain focus was on eliminating waste, redundancies, and unnecessary costs while improving on-time performance, quality, and customer relationships. Geoff also worked closely with SAP on JBS's global purchases of SAP licenses.

Geoff has served on a number of philanthropic boards and was the founding member of the Denver CIO Executive Council. He holds a bachelor's degree in accounting, as well as an MBA from Michigan State University.

Connect on Twitter with Geoff: @gscott16.

Anthony Bernard, CPA | SVP of Operations

Anthony provides leadership and strategic direction for all financial and operational functions, and directly oversees finance, accounting, HR, and facilities. He came to ASUG with more than 15 years’ experience in accounting and auditing in various industries. 

Most recently, he was finance manager at Videojet, where he provided accounting and financial reporting support to North America. He also executed audit and compliance activities for North America/Latin America, EMEA, and Asia regions to streamline global audit processes, including risk assessment execution. 

He received a Bachelor of Science in business administration from St. Joseph’s College of Maine and an MBA from DePaul University, as well as being a certified CPA.

Richard Booms | President, Eventful Conferences

Rick is the President of Eventful Conferences, a company that powers like-minded people by connecting them to a network of peers experiencing the same business challenges and triumphs. Rick and the Eventful team do this by crafting world-class experiences that are rich in unparalleled content, researched with a passion not seen anywhere else.

Rick joined ASUG in 2016 after spending more than 12 years working for Encyclopedia Britannica (the 240-year-old encyclopedia publisher). Rick played an integral role in the company’s successful transformation from a print-based business to a digital subscription model.

Rick is a graduate of Brown University and has an MBA from Notre Dame.

Chris Crone | SVP of Strategic Communities and Relationships

Chris and her team’s current focus areas are: SAP S/4HANA, Cybersecurity, the Internet of Things (IoT), SAP Leonardo, digital transformation, and several other foundational technologies and concepts for effective and efficient operations of  SAP and related software.

Prior to joining ASUG, Chris was VP of delivery for an SAP service partner, providing cloud and on-premise hosting and managed services solutions. Additionally, Chris held global IT and SAP leadership roles for several multinational manufacturing companies and served seven years on the ASUG Board of Directors. With more than 20 years of direct experience as an SAP customer, SAP partner and ASUG member, Chris brings her SAP knowledge to work at ASUG.

Chris is a graduate of the University of Michigan.

Connect on Twitter with Chris: @ccrone10.


Cheryl Parsons | CMO

As CMO of ASUG, Cheryl is responsible for the strategy, development and execution of ASUG and Eventful Conferences’ entire brand portfolio, marketing initiatives and deliverables.

Cheryl is a forward-thinking marketing executive known for driving transformational growth in start-up and established business environments, including Aramark, ExxonMobil and Rewards Network. She’s an innovative thought leader who employs traditional and digital marketing strategies that increase brand relevance and market share, and a driven entrepreneur skilled in engaging and communicating with stakeholders through go-to-market strategies, product roadmaps and aggressive sales tactics. She has a proven aptitude for analyzing and integrating consumer insights, collaborating closely with multiple departments and translating complex concepts into actionable options, and is comfortable interfacing with Fortune 500 clients in diverse industry niches. 

Cheryl is a graduate of Miami University, with a BS in Nutritional Sciences.