SANDRA DANIEL is President and CEO of FIRE Light Group a full-service incentive marketing company with offices in Madison, Wisconsin and Tarrytown, New York. She is also President of Westchester Meetings & Events, a New York based Meetings Company. Sandra began her career focused in financial services, working for a CPA accounting firm, a small community bank and eventually for Bank of America. She continued on to CUNA Mutual Insurance Group where she was appointed Director of Marketing Services. Prior to forming FIRE Incentives, LLC and later merging that company with The Light Group Inc., Sandra was the Chief Marketing Officer of another incentive marketing company in the Madison area for over 5 years. Sandra has been a speaker and instructor at numerous conferences and forums during her career, is the IRF Board Vice Chair and has served on the Research Committee for several years.