Las activaciones en stands y las experiencias de evento generan beneficios a largo plazo (Booth Activations & Event Experiences Ignite Long Term Benefits)

Elizaveta Golikova has been part of the trade show and experiential marketing industry since 2008, building a career that spans both exhibit houses and general contractors, with experience in project management, account management, operations, and business development. In her last leadership role, Elizaveta was a Regional Director of Business Development at Freeman, where she led a team of Business Development Managers. Throughout her career, Elizaveta found that her greatest passion lies in working directly with exhibitors, understanding their business objectives, helping them navigate the complexities of exhibiting, and identifying creative ways to turn their trade show presence into meaningful business results. That passion ultimately led her to her current role as Executive Consultant with ET Global, where she draws on nearly two decades of industry experience to help exhibitors maximize the value of their trade show programs.

Working closely with B2B organizations, Elizaveta helps clients translate their goals into creative exhibit strategies and custom environments. Leveraging ET Global’s custom design and build capabilities, she guides exhibitors from defining objectives and developing the right creative approach through bringing that vision to life on the show floor. Her approach goes beyond simply building a booth, focusing on how strategy, design, and execution can work together to strengthen the brand experience and drive measurable ROI. Elizaveta holds a master’s degree in Hospitality from UNLV and has called Las Vegas home for 20 years. She is an active member of the trade show and events community and serves on the Board of Directors of the EDPA Las Vegas Chapter.

Matt Beck is an award-winning experiential creative leader with nearly 15 years shaping high-impact experiences for brands including Toshiba, Deloitte, and Snowflake. A former yacht designer, he leads creative teams to turn audience and brand insight into experiences that influence human behavior in meaningful, measurable ways. Outside the studio, Matt is a husband, father of three, basketball coach and mentor who can still dunk on a good day, serial DIYer, and enthusiastic cook—when his wife lets him.

For over 20 years, Josh Frisbie has led Hamilton’s award-winning multi-disciplinary creative team, focusing on magnifying customer brands through unique immersive experiences. Frisbie oversees Hamilton's in-house creative experiential studio, StudioH. Under his leadership, StudioH develops campaigns and experiences designed to evoke emotional connectivity with audiences, driving exceptional outcomes. Frisbie maintains a deliberate emphasis on desired customer outcomes and understands how innovative design can support achieving those outcomes. He challenges his creative team and Hamilton’s customers to go the extra mile and stand out with innovative strategy and design, ensuring that Hamilton remains a leader in delivering memorable solutions. In recognition of his outstanding contributions, Josh received the 2024 EDPA Designer of the Year Award. He is also a frequent contributor to industry articles and a sought-after speaker at industry events.

Patrick joined Freeman in May 2023 and serves as a Sr. Director of Strategy and Insights.  His work focuses on thought leadership research deliverables based on event attendees, exhibitors, and event organizer feedback.  He also leads client-specific growth strategy projects.  As part of his responsibilities, he conducts addressable market, competitor event, and cohort-specific community needs evaluations to identify unmet attendee and exhibitor needs.  Patrick is an experienced manager of survey research, research-based interviews, and data services with a history of working with executives and other functional leaders at Fortune 500 companies and leading trade associations. 

Jody M. Shaw, CMP, CEM, PMP, MS, Prosci, is the Director of Learning Experiences for the International Association of Exhibitions and Events (IAEE). She joined IAEE in June 2025 and she is responsible for educational logistics for webinars and annual conferences. She oversees the IAEE Learning Management System (LMS) and assists with the IAEE Education Committee, Expo! Expo! and the IAEE Leadership Institute, and leads the IAEE's Independent Organizer and IAEE's Emerging Leaders programming. Throughout Jody's career education, events, innovation, and creating a positive impact for non-profits have always been her focus. Jody's experience in events for the last two decades has ranged from overseeing innovative and nimble small events with 60 attendees to large in-person events with up to 25k attendees. Her project management experience has included re-designing Learning Management Systems, creating automated workflows, and large-scale multi-year and multi-Million-Dollar capital improvement projects.