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LIVE PANEL DISCUSSION | FEBRUARY 11TH | 11AM CT | 12PM ET | 5PM GMT
Trade shows are transforming, and so are the expectations placed on them.
Senior event, marketing, and commercial leaders are under increasing pressure to demonstrate value, justify investment, and adapt to new models of engagement. At the same time, exhibitors and sponsors are demanding clearer outcomes, stronger experiences, and more credible performance measurement.
This live webinar brings together both trade show organisers and prolific corporate exhibitors leaders, to explore both perspectives on how trade show value is being redefined, from evolving event formats and brand activations to the challenge of measuring exhibitor and sponsor ROI with confidence.
In partnership with
Greg Topalian
Greg is Chairman of On Deck Ventures & Clarion Events North America and founder of On Deck Ventures, with over 25 years’ experience leading and scaling exhibition and experiential event businesses. He has held senior leadership roles at Reed Exhibitions and Clarion, where he launched and grew major B2B and consumer portfolios, including New York Comic Con and ReedPop. As CEO of Clarion Events North America, Greg led a period of rapid growth, scaling the business through acquisitions, new launches, and portfolio transformation. He now advises and invests in early-stage events and media businesses through On Deck Ventures.
Dean Armintrout
Dean is a senior experiential and event marketing leader with over 20 years’ experience shaping global event strategy and operations for enterprise organisations. He has held leadership roles at brands including Microsoft, T-Mobile, and TransUnion, before taking on his current role leading global experiential marketing at Zendesk. Dean specialises in building data-driven event programmes that translate business objectives into high-impact live and digital experiences with measurable ROI. He also serves on the Event Leaders Exchange Steering Committee (ELX).
Sarah Gannon
Sarah is a senior executive events leader with over 25 years’ experience designing and delivering high-impact global event programmes for technology organisations. She currently leads event strategy at MathWorks, where she builds innovative, data-driven experiences for customers and employees across a global portfolio. Sarah specialises in leading cross-functional teams to deliver large-scale executive and customer events that drive engagement, alignment, and measurable business outcomes. She is recognised for leveraging event technology and insight to optimise attendee experience, demonstrate ROI, and elevate brand impact.
Emile Davis
Emile is Managing Director of Business Development at the American Institute of Architects (AIA), the world’s largest design organisation. He leads exhibitor, sponsor, and partner relationships across AIA’s events and commercial portfolio, working closely with brands and associations in the built environment. Prior to joining AIA, Emile spent 26 years at the Society for Human Resource Management (SHRM), where he led exhibits and sponsorships across its global events portfolio. He brings over 25 years’ experience in trade show sales, partnerships, and large-scale event delivery.
Mark Brewster
Mark is CEO of Explori and founder of ELX (Event Leaders Exchange). He is a leading voice in event measurement, benchmarking, and customer experience, working closely with organisers and brands worldwide to turn audience insight into strategic action. With a background spanning research, technology, and live events, Mark is known for challenging traditional ROI thinking and redefining how event success is measured.
Maddy Ryley
Maddy is Managing Editor at Trade Show Executive Media Group, the leading media brand serving senior professionals across the exhibitions and trade show industry. She oversees content strategy for the publication, commissioning, writing, and editing in-depth coverage on event strategy, commercial trends, and industry innovation. Maddy plays a key role in shaping industry dialogue and amplifying the perspectives of organisers, brands, and event leaders worldwide.
