• Event Strategy Group

    Joe Federbush

    President & Chief Strategist of EVOLIO Marketing.

    With over 20 years in the event marketing industry, Joe works with major brands like Intel, Siemens Healthineers, ServiceNow, and Optum conducting market research and measuring for event and exhibiting success. Joe delivers actionable insights that helps brands execute their programs more efficiently and effectively to deliver greater return on experience (ROX), investment (ROI) and objectives (ROO).

  • Event Strategy Group

    Ian McGonnigal

    Founder, Experiential Executive LLC

    Ian McGonnigal is a seasoned event and experiential marketing executive who started his career in marketing on the brand side for companies like Bose and GE. On the agency side, he’s developed and led strategy practices for agencies, exhibit houses, and production companies, such as the George P. Johnson Company, Jack Morton Worldwide, and others ranging in size from 50 employees to well over 1000.

    Ian is the Founder of Experiential Executive LLC, a strategic event and experiential marketing consultancy. A strategist by trade, Ian has served as trusted advisor for dozens of clients in technology, financial services, manufacturing, CPG, and other industries. His work includes In-Person and Virtual Event Strategy, Marketing and Demand Generation Campaigns, Measurement, Portfolio Planning, and more. Ian has won numerous awards, including the Billboard Concert Marketing and Promotions Award. Follow him @ExperientialEx.

  • Event Strategy Group

    Norm Aamodt


    Norm started out in the exhibit world and eventually became Director of Events at SAP. After years of searching for the right vendor (or vendors) to bring all of SAP’s event needs to life, he decided to pivot and create the company he had been hoping to hire. Since 2001, Norm has led the team at Event Strategy Group all over the world. ESG has become a full-service event, trade show and incentive program production agency that is strategic and creative. Norm brings his raised on a farm work ethic, cool demeanor in the face of the impossible and entrepreneurial spirit into every engagement. Most importantly, Norm insists that his coworkers and clients get it done and have fun doing it.

  • Event Strategy Group

    Greg Beach

    VP, Business Development

    Greg Beach brings 27 years of experience in both the supplier and agency sectors of the event industry. During his tenure as President of Atlantic Exhibits, Greg partnered with clients to develop their brand identity and deliver ROI from global exhibit programs. As Event Strategy Group’s VP of Business Development, Greg is a trusted advisor and industry advocate – passionate about delivering business value at the intersection of digital and in-person experience. He relishes the opportunity to work with brands to reshape event programs to be more effective than ever.

  • Event Strategy Group

    Melissa Devlin Edwards

    Senior Event Manager

    Melissa has worked in event management since 2003. In her work with clients in the pharmaceutical, tech, finance, education industries she has collaborated to meet their goals through tailored in person experiences. From artfully curated incentives to strategic webinar programs, Melissa enjoys walking the line between the creative journey and the logistical planning of events. Having seen the industry change many times over in the last 18 years, she relishes in the fact this job always has something new to teach her.

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