HPA elevates Joyce Cataldo to head of development and strategy

The Hollywood Professional Association (HPA) has announced that Joyce “JC” Cataldo has been named to the newly created position of head of development and strategy for the Hollywood trade organisation.

Phil Kubel, executive director of HPA said, “Joyce plays an absolutely critical role on the HPA team. She consistently demonstrates dedication, strategic insight, and commitment to growing the organisation and serving the community. In her new role, Joyce will continue to bring her vision and leadership to the mission of HPA to serve and strengthen the professional media and entertainment community.”

In 2017, Cataldo was hired for the role of director of business development for both the Society of Motion Picture and Television Engineers (SMPTE) and HPA. In 2020, she transitioned full time to HPA, bringing a wealth of experience to the organization. Before SMPTE, she was senior account and business development manager at Wall Street Communications. Prior to entering the media and entertainment industry, Cataldo spent over 10 years in corporate recruiting, coordinating undergraduate recruiting at over 70 schools for J.P. Morgan. During that time, she managed the on-campus recruitment program and sought corporate sponsorships from Fortune 500 companies at NYU, her alma mater.

In her new capacity, Cataldo is leading a team dedicated to expanding membership, enhancing sponsorship opportunities, and driving strategic growth for HPA. Deanna Villarreal, recently promoted to membership engagement specialist, will work closely with her to further enhance membership involvement through HPA’s social media platforms; HPA veteran Max Ma will continue to manage the organization’s database, website and technical operations ensuring members can access information products with ease; and Roberta Gorman will continue her role as a membership consultant. Sales team members will round out Cataldo’s team. Her responsibilities include cultivating strong relationships with senior industry leaders, refining corporate membership offerings, and pursuing grants and collaborative opportunities that align with the organization’s goal of bringing value to its members.

“I’m committed to the success of our members; the relationships that I have developed over the course of my career are of paramount importance to me. I’m thrilled to continue building upon the important work we’ve begun; to grow and serve our community,” said Cataldo. “The HPA team, board, and our members are simply the best in the industry, and it’s an honor to work with them. Together, we’ll continue to nurture HPA’s membership and sponsorship ecosystem and build partnerships across traditional and emerging sectors in service to our members.”