Speaker Bios
Sierra Reed, marketing director, The Trade Group
Sierra Reed is a seasoned marketing professional with over a decade of experience specializing in Account-Based Marketing. As the Marketing Director at The Trade Group, she brings a wealth of expertise to the trade show industry. Sierra is dedicated to sharing best practices and insights with fellow marketers, driven by her passion for elevating marketing standards within the trade show realm.
Steve Riches, CEO & principal, Laguna Displays
Steve Riches is CEO & Principal at Laguna Displays, a full-service provider of exhibit solutions for U.S. and international events. An experienced event marketing executive, he has extensive experience in European Exhibiting. Born in England, Steve is trilingual (French, Spanish, English) and a dual U.K./U.S. citizen. He is a Board Member & Education Committee Chair at IFES (International Federation of Exhibition & Event Services) and a Board Director at EACA (Exhibitor Appointed Contractor Association.)
Kevin Ruiz, Vice President of Strategy, Measurement, and Innovation, Spiro, Part of the GES Collective
Kevin Ruiz is Vice President of Strategy, Measurement, and Innovation for Spiro, Part of the GES Collective. He oversees the development and implementation of face-to-face measurement programs, technology, and services in addition to new product development and in-depth industry and market research. Kevin holds a BA in Anthropology and an MBA from the University of Wisconsin, as well as a certificate in marketing analytics from the MIT Sloan School of Management.
Sierra Reed, marketing director, The Trade Group
Sierra Reed is a seasoned marketing professional with over a decade of experience specializing in Account-Based Marketing. As the Marketing Director at The Trade Group, she brings a wealth of expertise to the trade show industry. Sierra is dedicated to sharing best practices and insights with fellow marketers, driven by her passion for elevating marketing standards within the trade show realm.
Steve Riches, CEO & principal, Laguna DisplaysSteve Riches is CEO & Principal at Laguna Displays, a full-service provider of exhibit solutions for U.S. and international events. An experienced event marketing executive, he has extensive experience in European Exhibiting. Born in England, Steve is trilingual (French, Spanish, English) and a dual U.K./U.S. citizen. He is a Board Member & Education Committee Chair at IFES (International Federation of Exhibition & Event Services) and a Board Director at EACA (Exhibitor Appointed Contractor Association.)
Kevin Ruiz, Vice President of Strategy, Measurement, and Innovation, Spiro, Part of the GES CollectiveKevin Ruiz is Vice President of Strategy, Measurement, and Innovation for Spiro, Part of the GES Collective. He oversees the development and implementation of face-to-face measurement programs, technology, and services in addition to new product development and in-depth industry and market research. Kevin holds a BA in Anthropology and an MBA from the University of Wisconsin, as well as a certificate in marketing analytics from the MIT Sloan School of Management.
