EventUp

Hosted by Innovate Marketing Group

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120

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Sep 2026

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About the show

Welcome to EventUp, the podcast where people enthusiastic about live, hybrid, and virtual experiences stay in the know on the latest trends within the Events Industry. Join Amanda Ma, CEO and Founder of Innovate Marketing Group, and all the experts as they discuss the latest and greatest in event industry news, experiential marketing, corporate culture, diversity & inclusion, customer experience, and more!

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60 recent

September 30, 202642 min

119. Reinventing Zoom Through Brand & Experiential Marketing with Omar Deacon

Omar Deacon, Global Experiential Marketing Lead at Zoom, joins Amanda Ma, CEO & Founder of Innovate Marketing Group, to talk about brand transformation, human connection, and the evolving role of experiential marketing in an AI-driven world. With more than 15 years of experience across P&G, Logitech, and Zoom, Omar shares his perspective on building people-centric brands, balancing global brand consistency with local relevance, and helping Zoom evolve beyond its identity as a video meeting platform into an AI-first work platform. They also discuss Zoomtopia, Zoom's first presence at Cannes Lions, creator partnerships, brand and demand KPIs, and why sometimes going deeper is more valuable than trying to do everything. A conversation for marketers, event professionals, and brand leaders looking to create experiences that build trust, strengthen brand preference, and drive business results. 🎧 Listen now! About the Guest: Omar Deacon is the Global Experiential Marketing Lead at Zoom, where he leads the company's flagship brand experiences, including Zoomtopia, while helping shape the evolution of one of the world's most recognizable brands. As Zoom expands beyond video meetings into an AI-first work platform, Omar sits at the intersection of brand strategy, storytelling, and experiential marketing, bringing that transformation to life through distinctive, memorable and ownable brand experiences. With more than 15 years of experience across consumer goods and technology, Omar has built global brands and strategic partnerships at companies including Procter & Gamble, Logitech, and Zoom. A common thread throughout his career has been the opportunity to help build brands that define their categories, from Tide and Gillette to Zoom. That experience has given him a front-row seat to what it takes not only to build iconic brands, but also to reinvent them as markets, technology, and customer expectations evolve. Originally from Lima, Peru and now based in New York City, Omar is passionate about the future of marketing in the age of AI, creating meaningful customer experiences, and helping brands earn cultural relevance through storytelling and experiences. He regularly speaks about brand transformation, experiential marketing, AI, and the future of work. Follow Omar Deacon on LinkedIn! EventUp is brought to you by Innovate Marketing Group. An award-winning Corporate Event and Experiential Marketing Agency based in Los Angeles, California. Creating Nationwide Immersive Event Experiences to help brands connect with people. Learn more here! At Innovate Marketing Group, we’ve curated a collection of free resources designed to help you elevate your events and marketing efforts. Whether you’re planning a company retreat or navigating the latest event trends, our tools, reports, and checklists are here to support your success and keep you at the forefront of innovation. Access them here! Follow us! Find us on ⁠ ⁠ LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast!

August 26, 202628 min

118. Beyond Marketing: How Brands Show Up for People with Genetta Robinson

Genetta Robinson , senior marketing strategist, brand consultant, and award-winning marketer, joins Amanda Ma , CEO & Founder of Innovate Marketing Group, to discuss what it really means for a brand to show up for people. Genetta shares how brands can build meaningful consumer relationships through human connection, authentic storytelling, community, and memorable experiences. She also discusses her work behind Hulu’s “Black Stories Always” campaign, the importance of showing up beyond cultural moments, and why brands should think beyond ROI to the value they create for their audiences. The conversation also explores experiential marketing, brand loyalty, consumer engagement, AI, and why human connection matters more than ever. 🎙️ Listen to discover how brands can move beyond marketing and start showing up for the people they serve. About the Guest: Genetta L. Robinson is a senior marketing strategist, brand consultant, and award-winning marketer with more than 20 years of experience helping brands connect with audiences through culture, community, and authentic storytelling. Her career is anything but conventional, and that is exactly what makes her perspective invaluable. Beginning as an NBC Page at 30 Rockefeller Plaza, Genetta built a diverse career spanning media, entertainment, retail, and live experiences. She has held leadership roles across NBCUniversal, Burlington Stores, Broadway marketing, CBS Radio, Audacy, Disney, and Hulu, where she architected the enterprise-wide Black Stories Always initiative and led integrated marketing campaigns that blended broad audience appeal with authentic cultural representation. Throughout her career, Genetta has contributed to initiatives that have generated more than $10 billion in revenue and has earned recognition through Webby- and Clio Award-winning work, the inaugural Suki Thompson Future is Female Scholarship from The Advertising Club of New York Foundation, and Rolling Out Media's Sisters with Superpowers honor. She also serves as a juror for the ANA Multicultural and Inclusive Marketing Excellence Awards. As a consultant and speaker, Genetta specializes in integrated and inclusive marketing, strategic partnerships, audience development, and purpose-driven brand strategy, helping organizations turn intention into meaningful impact. Genetta holds both a bachelor's degree and a master's degree from the S.I. Newhouse School of Public Communications at Syracuse University. Beyond her professional work, she is dedicated to service through her leadership of The 12th of Never Foundation and her membership in Alpha Kappa Alpha Sorority, Incorporated. Above all, she is a proud wife and mother of two daughters. Follow Genetta on LinkedIn! EventUp is brought to you by Innovate Marketing Group. An award-winning Corporate Event and Experiential Marketing Agency based in Los Angeles, California. Creating Nationwide Immersive Event Experiences to help brands connect with people. Learn more here! At Innovate Marketing Group, we’ve curated a collection of free resources designed to help you elevate your events and marketing efforts. Whether you’re planning a company retreat or navigating the latest event trends, our tools, reports, and checklists are here to support your success and keep you at the forefront of innovation. Access them here! Follow us! Find us on ⁠ ⁠ LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast!

July 22, 202626 min

117. Relationship Is the New ROI: Why Experiences Matter with Adrienne Fleming formerly with Zillow

Adrienne Fleming , experiential marketing and employer branding leader, joins Amanda Ma , CEO and Founder of Innovate Marketing Group, to explore how experiential marketing has evolved beyond events into a powerful strategy for building relationships, community, and authentic brand connections. Drawing from her experience across luxury fashion, hospitality, sports, and tech, Adrienne shares how brands can create memorable experiences that attract top talent, strengthen employer brands, and leave a lasting impact. From executive recruiting at Formula 1 Miami to why relationship is the new ROI, this conversation is packed with practical insights for today's marketers. In this episode: Why relationship is the new ROI Experiential marketing beyond traditional events Building authentic employer brands Creating memorable recruiting experiences Why guest experience always comes first Keeping the human touch in the age of AI A must-listen for marketers, event professionals, HR leaders, and anyone passionate about creating meaningful brand experiences. About the Guest: Adrienne Fleming is an experiential marketing and employer branding leader with experience across luxury fashion, sports, hospitality, and technology. She has led activations tied to Formula 1 Miami Grand Prix, Afrotech, Forbes 30 Under 30 Summit, the Kentucky Derby, and more. Adrienne specializes in creating immersive experiences that strengthen employer brands, build community, and create lasting connections through storytelling and hospitality. Follow Adrienne on LinkedIn ! EventUp is brought to you by Innovate Marketing Group. An award-winning Corporate Event and Experiential Marketing Agency based in Los Angeles, California. Creating Nationwide Immersive Event Experiences to help brands connect with people. Learn more here! At Innovate Marketing Group, we’ve curated a collection of free resources designed to help you elevate your events and marketing efforts. Whether you’re planning a company retreat or navigating the latest event trends, our tools, reports, and checklists are here to support your success and keep you at the forefront of innovation. Access them here! Follow us! Find us on ⁠ ⁠ LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast!

June 17, 202627 min

116. How Creators and Consumers Are Shaping the Future of Brand Marketing with Meghan Gerrity at Kenvue, Neutrogena Sun

Meghan Gerrity, Brand Leader for Neutrogena Sun at Kenvue, joins Amanda Ma, CEO and Founder of Innovate Marketing Group, for a conversation on how creators, consumers, and communities are reshaping modern brand marketing. Drawing from her experience across iconic brands including Neutrogena, Gerber, Tic Tac, Domino Sugar, and Dr. Praeger's, Meghan shares why authentic creator content is outperforming traditional advertising, how consumer-led innovation is changing brand strategy, and why community building has become a competitive advantage. In this episode: The rise of creator-led marketing Why consumer co-creation drives brand growth The power of micro and nano creators Building communities that fuel loyalty What brands can learn from LoveShackFancy, Dunkin', EOS, Yeti, and more A must-listen for marketers, brand leaders, and anyone looking to build stronger consumer connections. About the guest: Meghan’s drive for brand excellence has shaped her career across some of the most recognizable CPG brands, contributing to the category dominance of icons such as Domino/C&H Sugar, Gerber, Neutrogena, Tic Tac, and Sabra Hummus. She has led high‑impact go-to-market as well as digital and social strategies that elevate brands to best‑in‑class status, building programs that span always‑on content, influencer marketing, paid media and consumer activations. Her work ranges from crafting organic social ecosystems to developing full‑funnel digital campaigns for new product innovations to nationally televised events. Meghan has collaborated with partners across the spectrum—from niche micro‑influencers to household names like Martha Stewart—bringing brand stories to life with creativity, precision, and cultural relevance. Passionate about the rapidly evolving digital landscape, Meghan stays at the forefront of emerging trends, platform innovations, and consumer behavior shifts. She thrives on testing new omnichannel tactics to deliver audience‑first experiences that strengthen brand affinity and drive measurable growth. When she’s not immersed in brand strategy or tuning into the latest marketing podcast, you’ll likely find her thrifting for that elusive 1960s floral shift dress. Follow Meghan on LinkedIn ! EventUp is brought to you by Innovate Marketing Group. An award-winning Corporate Event and Experiential Marketing Agency based in Los Angeles, California. Creating Nationwide Immersive Event Experiences to help brands connect with people. Learn more here! At Innovate Marketing Group, we’ve curated a collection of free resources designed to help you elevate your events and marketing efforts. Whether you’re planning a company retreat or navigating the latest event trends, our tools, reports, and checklists are here to support your success and keep you at the forefront of innovation. Access them here! Follow us! Find us on ⁠ ⁠ LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast!

May 20, 202629 min

115. Event Planning Tips from Venue & Catering Experts with Gianna Wilkins and Tricia Galloway

Gianna Wilkins, Director of Convention Services at the Pasadena Convention Center, and Tricia Galloway, Director of Catering Sales with Oak View Group, join Amanda Ma, CEO and Founder of Innovate Marketing Group, to share what really goes into creating impactful live event experiences behind the scenes. If you’re an event marketer, meeting planner, venue professional, or brand leader looking to elevate your next conference, gala, trade show, or corporate event, this episode is packed with practical insights and real-world event planning advice. In this episode, they discuss: How brands are using events as part of their marketing strategy Creative ways to maximize convention center spaces How food and beverage experiences enhance guest engagement Why early collaboration with venue teams matters Common misconceptions about convention centers and catering services How to stay creative while working within real budgets Event trends, activations, and memorable guest experiences What brands can do to better partner with venues and service providers About the guests: Gianna Wilkins is the Director of Convention Services at the Pasadena Convention Center, where she oversees logistics, operations, and large-scale event execution for hundreds of events annually. She specializes in helping planners and brands transform flexible event spaces into immersive experiences while ensuring operational excellence from planning to show day. Tricia Galloway is the Director of Catering Sales with Oak View Group at the Pasadena Convention Center. She leads catering strategy and food & beverage operations for conferences, galas, trade shows, and corporate events, helping clients create elevated guest experiences through thoughtful culinary design and creative activations. Follow Tricia Galloway and Gianna Wilkins on LinkedIn! EventUp is brought to you by Innovate Marketing Group. An award-winning Corporate Event and Experiential Marketing Agency based in Los Angeles, California. Creating Nationwide Immersive Event Experiences to help brands connect with people. Learn more here! At Innovate Marketing Group, we’ve curated a collection of free resources designed to help you elevate your events and marketing efforts. Whether you’re planning a company retreat or navigating the latest event trends, our tools, reports, and checklists are here to support your success and keep you at the forefront of innovation. Access them here! Follow us! Find us on ⁠ ⁠ LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast!

April 15, 202630 min

114. Building Purpose-Driven Brand Experiences with Judith Martinez at Rare Beauty

Judith Martinez, Director of Social Impact & Inclusion at Rare Beauty, joins Amanda Ma, CEO and Founder of Innovate Marketing Group, to explore how purpose-driven brands create meaningful impact through experiential marketing. If you’re a brand leader, event strategist, or marketer looking to create experiences that actually matter, this episode will shift how you think about experiential marketing. Tune in now! From annual mental health summits to timely virtual community conversations, Judith shares how her team designs events that meet people where they are, both online and offline. They unpack what it really means to build experiences rooted in empathy, inclusion, and real community care. About the guest: Judith Martinez is a strategist, speaker, and social impact leader reimagining what leadership and brand experience look like in a more human-centered world. She currently serves as Director of Social Impact & Inclusion at Rare Beauty by Selena Gomez, where she leads global initiatives at the intersection of mental health, community, and culture. She is also the Founder of InHerShoes, a nonprofit dedicated to catalyzing courage for women and girls in leadership and life. Over the past decade, Judith has worked across brand, nonprofit, and cultural ecosystems—collaborating with global organizations, creative founders, and purpose-driven companies to design experiences that move people, not just metrics. Her work bridges purpose and influence, guiding brands and leaders toward more meaningful, inclusive, and emotionally resonant impact. A proud first-generation daughter of immigrants and a Forbes 30 Under 30 honoree, Judith has been recognized for her work advancing cross-generational equity and human-centered leadership. Her insights have been featured in Forbes, Fast Company, Refinery29, and Entrepreneur, and she has spoken on stages ranging from USC Marshall to ENVSN Fest in New York. Through her podcast Imaginal Goo, Judith explores identity, creativity, and the quieter work of becoming—inviting leaders and creators to build experiences rooted in care, intention, and connection. Based in Los Angeles, she is committed to creating a world where courage is contagious and leadership feels more human. Follow Judith on LinkedIn ! EventUp is brought to you by Innovate Marketing Group. An award-winning Corporate Event and Experiential Marketing Agency based in Los Angeles, California. Creating Nationwide Immersive Event Experiences to help brands connect with people. Learn more here! At Innovate Marketing Group, we’ve curated a collection of free resources designed to help you elevate your events and marketing efforts. Whether you’re planning a company retreat or navigating the latest event trends, our tools, reports, and checklists are here to support your success and keep you at the forefront of innovation. Access them here! Follow us! Find us on ⁠ ⁠ LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast! Schedule a call if you’re ready to take your next event to the next level.

March 4, 202626 min

113. Building Brand Trust Through Customer Experience with Bria Demetrius at Cox Communications

Bria Demetrius, Communications Marketing Manager at Cox Communications, joins Sara Rosas, Director of Partnerships at Innovate Marketing Group, to explore how insight-led marketing drives real performance and stronger customer connections. Bria shares her journey from broadcast journalism to consumer marketing, and how her background shaped her approach to data, storytelling, and customer experience. We dive into how marketers can turn analytics into action, design campaigns that feel human, and stay competitive in fast-moving industries like telecommunications. About the guest: Originally from Florida and now happily married and based in Atlanta, she enjoys exploring new places and bringing people together—whether through travel or hosting meaningful family gatherings at home. Professionally, she is an insight-led and performance-focused Consumer Marketing Manager with a passion for turning data into meaningful, results-driven strategies. She leads the development and execution of integrated marketing initiatives designed to elevate customer engagement, drive sales, and strengthen brand presence. With a strong emphasis on cross-functional collaboration and multi-channel campaign management, she aligns marketing efforts with broader business objectives to fuel growth and support market expansion. Her day-to-day work includes crafting compelling campaigns, leveraging analytics to optimize performance, managing vendor and agency relationships, and ensuring consistent brand messaging across every customer touchpoint. She thrives in fast-paced, dynamic environments where creativity, adaptability, and strategic thinking come together to deliver high-impact results for both brands and the audiences they serve. Follow Bria on LinkedIn ! Planning a family reunion or group gathering? Download the Kinship Sync app and keep everything organized in one place. EventUp is brought to you by Innovate Marketing Group. An award-winning Corporate Event and Experiential Marketing Agency based in Los Angeles, California. Creating Nationwide Immersive Event Experiences to help brands connect with people. Learn more here! At Innovate Marketing Group, we’ve curated a collection of free resources designed to help you elevate your events and marketing efforts. Whether you’re planning a company retreat or navigating the latest event trends, our tools, reports, and checklists are here to support your success and keep you at the forefront of innovation. Access them here! Follow us! Find us on ⁠ ⁠ LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast!

February 18, 202633 min

112. Corporate Event Strategy That Drives ROI with Ashley Erickson

Ashley Erickson, Executive Experiential Strategy at Starbucks and Founder of AC Experiential, joins Sara Rosas, Director of Partnerships at Innovate Marketing Group, to break down how large organizations build corporate event strategies that align with business goals and deliver measurable impact. Listen now! If you're a marketing leader, corporate event strategist, or brand executive looking to align events with long-term business priorities, this episode is your playbook. About the guest: Ashley C. Erickson is an award-winning marketing and events leader with deep expertise in crafting large-scale brand experiences that drive impact and engagement. She has most recently served as an Executive Experiential Strategist for Starbucks, where she partnered with the Starbucks team to design and deliver the company’s flagship leadership experience. Previously, Ashley led global events for Chipotle Mexican Grill, overseeing event strategy and building a comprehensive event portfolio for the brand. She is also the founder of AC Experiential, a consultancy specializing in event strategy and brand experience. A trusted advisor and industry thought leader, Ashley brings a proven track record of transforming event vision into experiences that inspire, connect, and endure. Follow Ashley on LinkedIn ! EventUp is brought to you by Innovate Marketing Group. An award-winning Corporate Event and Experiential Marketing Agency based in Los Angeles, California. Creating Nationwide Immersive Event Experiences to help brands connect with people. Learn more here! At Innovate Marketing Group, we’ve curated a collection of free resources designed to help you elevate your events and marketing efforts. Whether you’re planning a company retreat or navigating the latest event trends, our tools, reports, and checklists are here to support your success and keep you at the forefront of innovation. Access them here! Follow us! Find us on ⁠ ⁠ LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast! Download the full State of Experiential 2026 report to explore all 10 trends, deeper insights, and real-world examples. Schedule a call if you’re ready to take your next event to the next level.

January 22, 202620 min

STATE OF EXPERIENTIAL REPORT 2026: The Momentum Continues

Experiential marketing is evolving fast, and 2026 is shaping up to be one of the most intentional and human-centered years yet. In this episode of EventUp, Innovate Marketing Group CEO Amanda Ma and Director of Partnerships Sara Rosas unpack the State of Experiential 2026, sharing real-world insights from the brands, creators, and audiences redefining what live experiences can be. From sensory-first moments and creator-led events to AI-powered creativity, immersive environments, and ROI-driven strategies, this conversation breaks down what’s actually working and where smart brands should double down next. You’ll hear: How experiential marketing gained momentum in 2025 and what it revealed about the industry The biggest experiential marketing trends defining 2026 Why relevance, community, and measurable impact matter more than ever Real brand examples from Pinterest and Netflix How today’s top experiences drive both emotional connection and real business results Whether you’re a brand marketer, agency leader, or event pro, this episode delivers insights you can put to work right away. Download the full State of Experiential 2026 report to explore all 10 trends, deeper insights, and real-world examples. Schedule a call if you’re ready to take your next event to the next level.

December 10, 202511 min

110. Turning Brand Moments Into Measurable Impact with Sara Rosas at Innovate Marketing Group

How do you transform events from memorable moments into measurable business impact? In this episode, Sara Rosas, Director of Partnerships at Innovate Marketing Group, breaks down why experiential ROI is so difficult to quantify and introduces a smarter, layered way to measure success. Sara shares the real client moments that inspired the creation of the Experiential ROI Playbook , a behind-the-scenes look at the 3-layer measurement framework, and a powerful case study featuring TikTok Beauty Unwrapped, an activation designed to drive both IRL and URL results. You’ll learn: Why traditional event metrics fall short The biggest gaps marketers face when reporting experiential ROI The core elements of IMG’s 3-layer ROI framework How TikTok Beauty Unwrapped generated massive organic impact The key emotional and behavioral metrics marketers often forget to measure Whether you manage brand activations, pop-ups, summits, or creator events, this episode will help you communicate ROI with more clarity, confidence, and strategic alignment. Download the free Experiential ROI Playbook: https://na2.hubs.ly/H02tZh30

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