EventUp

Hosted by Innovate Marketing Group

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116

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May 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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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 strategyCreative ways to maximize convention center spacesHow food and beverage experiences enhance guest engagementWhy early collaboration with venue teams mattersCommon misconceptions about convention centers and catering servicesHow to stay creative while working within real budgetsEvent trends, activations, and memorable guest experiencesWhat brands can do to better partner with venues and service providersAbout 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 industryThe biggest experiential marketing trends defining 2026Why relevance, community, and measurable impact matter more than everReal brand examples from Pinterest and NetflixHow today’s top experiences drive both emotional connection and real business resultsWhether 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 shortThe biggest gaps marketers face when reporting experiential ROIThe core elements of IMG’s 3-layer ROI frameworkHow TikTok Beauty Unwrapped generated massive organic impactThe key emotional and behavioral metrics marketers often forget to measureWhether 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

November 12, 202533 min

109. Redefining Brand Connection Through Events with Michelle Aragon

Michelle Aragon, former VP of Brand Marketing & Strategy at Spectrum Reach, joins Amanda Ma, CEO and Founder of Innovate Marketing Group, to talk about curiosity, change, and the power of connection in marketing. Tune in for a conversation on connection, creativity, and leading through change.About the guest:Michelle is a senior marketing leader with deep expertise at the intersection of brand, strategy, data, and demand generation. Most recently, she served as Vice President of Brand Marketing and Strategy at Spectrum Reach®, the advertising sales division of Charter Communications, where she led the transformation of the brand and connected Spectrum Reach’s multiscreen advertising products to what clients need now and next. Her career spans leadership roles on both the brand and agency sides, including at MAGNA Global (IPG Mediabrands), where she steered strategic and operational initiatives across global teams to align insights, partnerships, and performance for growth. A recognized industry voice and advocate for advancing women in leadership, Michelle has served on the Operating Board of She Runs It, the Board of Trustees of Reisenbach Philanthropies, the New York Chapter of Step Up, and is a founding member of Chief. She holds a B.S. from the University of Idaho and has completed additional executive education at The Wharton School of the University of Pennsylvania.Follow Michelle on LinkedInEventUp 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!Grab your free Experiential ROI Playbook and start turning every activation into measurable results.Follow us!Find us on ⁠⁠LinkedIn and Instagram and catch our latest episodes on the EventUp Podcast!

October 22, 202525 min

108. The Storytelling Power Behind Disney Events with Al Nassar at The Walt Disney Company

Al Nassar, Sr. Manager, Special Events at The Walt Disney Company, joins Amanda Ma, CEO and Founder of Innovate Marketing Group, to explore how Disney crafts emotional connections, handles thousand-person hiccups, and stages before-dawn ceremonies at the castle. Learn practical tips on leadership, vendor collaboration, and protecting your reputation in the industry.About the guest: In 1991, Al was asked to start a new team at the Disneyland Resort called Operations Special Events. The role focused on managing event logistics while protecting the guest experience—a position that quickly became one of the greatest blessings of his life. Over the years, Al has created countless memorable experiences and built lasting relationships that bring joy to every event he touches.Married for 25 years to his wife Gina, who works on the Communications Events team at Disneyland, Al values family and balance above all. When he’s not enjoying time with loved ones at the Colorado River, he can often be found supporting friends’ events or speaking to professionals and students about his decades of experience in the industry.Al is also the author of Keeping It Special, a book filled with heartfelt stories and lessons from his 35 years of creating magic behind the scenes at Disney. The book is available at KeepingItSpecial.comFollow Al 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!

October 8, 202535 min

107. Building Impactful Experiential Campaigns at Yahoo! with Allie Galloway

Allie Galloway, Senior Director, Global Events and Experiential Marketing at Yahoo, joins Amanda Ma, CEO and Founder of Innovate Marketing Group, to talk about designing memorable brand activations, leading inspired teams, and staying ahead in experiential marketing. Tune in now and get inspired to reimagine your next event.About the guest:As a Director of Events on the Yahoo Events and Experiential team, Allie Galloway is a passionate and energetic leader with a career built around elevating global brand experiences that drive revenue growth and foster brand affinity. Allie was named to BizBash 500: 2021's Most Influential Event Professionals & Event Marketers’ 35 Under 35 Experiential Marketing’s Next Generation in 2018. Most recently, she was a finalist for The Drum Awards B2B for Best Internal Company Event: 2021 For the Win Sales Conference and Most Innovative or Creative Use of Content: Yahoo's New Kind of NewFront, and won Best Reimagined Event Experience for BizBash Event Style Awards 2020 for her work on Build It: WFH Edition. From building multi-million dollar conferences to producing XR videos, Allie’s experience spans a wide range of events in the entertainment and technology industries. Before joining AOL in 2015, Allie worked for Sony Music Entertainment, creating bespoke meet & greet and intimate live performance sessions for A-list talent across the Southwest. Allie received her BA in Creative Writing from California State University, Long Beach, and resides in Boulder, CO with her husband, two children, and golden retriever.Follow Allie 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!

September 24, 202531 min

106. Turning Audiences into True Fandom with Keyana Kashfi from Spotify

Keyana Kashfi, Global Senior Director, Head of Experiential and Content Production at Spotify, joins Amanda Ma, CEO and Founder of Innovate Marketing Group, to share how Spotify turns audiences into true fans. From Spotify Wrapped to global activations, Keyana reveals how fandom, content, and technology create authentic brand experiences worldwide.About the guest:Keyana Kashfi is the Global Senior Director and Head of Experiential & Content Production for Spotify. She is the Executive Producer, bringing Spotify’s brand to life through experiences and global content and leads a best-in-class team of global producers. Keyana spearheads production for Spotify’s largest owned and operated executions, such as Stream On, concert series, and festivals such as Cannes Lions, an execution that attracts over four thousand attendees. She also supervises Spotify’s other global tentpoles and franchises, such as the Spotify Supper series which has helped to influence millions in won revenue for Spotify’s advertising business. In addition, Keyana’s team executes Spotify O&O events and content to celebrate and promote the artists, creators, and tools available on Spotify’s platform - all in support of Spotify’s mission. Recently Keyana and her team have launched two new offerings that further extend on-platform media buys and support brand music strategies with a Branded Live Event offering and AUX. Keyana has spent her career in production with a focus on media and entertainment brands, executing both B2B and B2C activations and content. Prior to joining Spotify, she served as a producer and led production and video content teams for organizations such as NBC, Vevo, Discovery Communications (now Warner Bros, Discovery), and CNN. Keyana is a coveted collaborator and leader within the industry and was named one of the “Connect Corporate 40 Under 40” by BizBash in 2021. She was named a 2023 Top Women in Media by Cynopsis Media. She also now serves as a juror on awards in the production space. She has a Master of Arts from Pace University in Media and Communications, and a Bachelor of Fine Arts from Concordia University in Montreal, Canada. Originally from Canada, Keyana has spent the bulk of her career living in New York and Los Angeles - or in the air, traveling to create memorable experiences in all corners of the world.Follow Keyana 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!