Shani Armon is the Chief Operating Officer (COO) at the Insured Retirement Institute (IRI). With over 20 years of trade association experience, she is passionate about enhancing and modernizing the member experience, magnifying brand presence, and developing and executing comprehensive marketing strategies that drive growth and industry awareness. She is an expert in designing creative brand expansion strategies and has consistently surpassed sponsorship and membership revenue goals.

As COO, Armon oversees the IRI’s strategy, communications, membership, marketing, research, and diversity, equity, and inclusion business centers.

During her tenure at IRI, Armon created and accelerated the association’s marketing strategy and brand recognition. This has led to growth and diversification within the membership constituencies and increased audiences across IRI’s major engagement initiatives.

Armon’s membership responsibilities include recruitment and retention, member services, and oversight of the organization’s Premier Alliance Program, a high-level marketing and branding strategy membership program. She directs the planning and execution of the organization’s conferences and has been instrumental in expanding IRI’s partnerships.

Armon also leads IRI’s diversity equity and inclusion work with a subset of the Board of Directors to gain input and build buy-in on the strategy and approach for DEI efforts throughout IRI’s membership communities. She serves on the Financial Alliance for Racial Equity (FARE) board and leads IRI’s partnership with the Symetra Women’s Action Group.

Before joining IRI, Armon held senior business development and membership engagement roles at the Investment Company Institute (ICI) and the Industrial Designers Society of America. In those positions, she spearheaded innovative campaigns, optimized digital marketing strategies, and expanded business partnerships.

Armon graduated from the University of Virginia with a BA in Psychology. She lives in Northern Virginia with her husband and three children.