Re!nventing exhibit building systems.

Industry Pioneer Robert Laarhoven Steps into New Role As beMatrix® Brand Ambassador; 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. Tara Ericson is a strong leader and the right person  to guide beMatrix® into the future,” Laarhoven said. 


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. 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.” Ericson said. 


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 United States and Canada. During her tenure at Naylor, Ericson was involved with the acquisition & integration of event management company CMG, Convention Management Group. 

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