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Tara Ericson Promoted to CEO of beMatrix USA

Industry leader Robert Laarhoven and current president of beMatrix, has shifted to a Brand Ambassador position and Tara Ericson has been promoted to CEO of beMatrix USA. In his new position, Laarhoven will continue to represent beMatrix at industry events and will communicate regularly with customers.

Laarhoven is an industry leader and has received many honors. Most recently, he was named the 2019 winner of the Hazel Hayes Award—the highest honor bestowed by EDPA, the Experiential Designers and Producers Association of which he was once president. As one of the original partners of beMatrix USA, Laarhoven hand-picked the talented team that grew the company into the leading modular frame system for exhibit builders, general contractors and event producers. “I’m passing the torch,” says Laarhoven. “Tara Ericson is a strong leader and the right person to guide beMatrix into the future.”

Ericson has been vice president of sales and marketing at beMatrix since February of 2019. During that time, she drove record growth, re-invented the way beMatrix measures sales and analyzes data, and increased the effectiveness of the beMatrix sales force.

In her new role, Ericson will focus on innovation and continue to streamline day-to-day operations including production, marketing, account management and sales. “beMatrix will continue to lead the industry with new products and solutions,” says Ericson. “Our goal remains the same: to build on the firm foundation of treating our customers with honesty and integrity and continue to make exhibit & event building easier.”

Before joining beMatrix, Ericson was a member of the executive team for Naylor Association Solutions, overseeing $60 million in annual revenue and responsible for more than 200 employees across the U.S. and Canada. During her tenure at Naylor, Ericson was involved with the acquisition and integration of event management company CMG, Convention Management Group.

beMatrix designs and manufactures the renowned aluminum frame system beMatrix b62. Affectionately known as “the system with the holes,” beMatrix is a Tooless, continuously-reusable frame system for the exhibit builder, general contractor, and event producer. beMatrix is recognized for its quick and easy construction and for its versatility—each frame can be used as a floor, wall or ceiling. The system is a full, 360-degree solution that includes straight and curved frames, doors, counters, lighting and wall mounting accessories. Panel infill options include hard panel, fabric, LEDskin integrated video screens, and infinite custom solutions. Frames are produced and delivered throughout North America from a state-of-the-art production facility in Atlanta, Ga,.—with global manufacturing facilities located in Belgium and around the world. beMatrix is currently used by more than 500 North American partners and is available in 63 countries around the world. For more info, visit www.beMatrix.us.


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