I came into marketing through technical and sales roles, so I’ve never looked at it like a support function. To me, it’s part of how a company grows, earns trust, and stays relevant. Today I lead global marketing at CTI across Pro AV, broadcast, and mission critical markets. My work sits across growth, positioning, sales alignment, and market strategy in environments where the sales cycles are real, the stakes are high, and credibility matters. I lead a distributed global team and work across markets where strategy cannot just sound smart. It has to hold up in the real world. That means connecting the work to market reality, supporting growth across regions, and making sure execution actually matches the story. I do my best work in complex B2B environments where trust is earned slowly, buyers are skeptical, and activity is easy to confuse with progress. It usually is not. I care a lot about the gap between what a company says, how it operates, and how it grows. That gap tells you whether the strategy is real.

Bill Larsen, CTS, serves as District AV Technology Coordinator for ISD 197 (West St. Paul-Mendota Heights-Eagan, Minnesota), managing AV services across nine buildings including two high schools, two middle schools, and five elementary schools. He holds the CTS credential from AVIXA and serves as a Subject Matter Expert for CTS exam development. Bill is the founder of Backstage Essentials LLC, an independent consulting practice focused on K-12 performance space and AV systems. His forthcoming book, Backstage Essentials: Skills for Stagehand Technicians in Live Event Production, is being published by Routledge/Taylor and Francis in 2026. He also serves as Education Coordinator for IATSE Local 490 and brings more than 30 years of experience in educational technology and live event production.

Integrated marketing communications professional specializing in the pro AV market. More than 25 years of agency experience working closely with manufacturers, distributors, and systems integrators by employing creative marketing, event management, public relations, and social media strategies that effectively build brands, reach intended audiences, and deliver results.

Eighteen years of experience in higher education AV, three years of experience in government AV. Non-professional interests include tennis, hiking, and the gospel.

Long time AV industry member, lover of tech, and wizard.

Audio Visual Subject Matter Expert AVIXA CTS, CTS-D & CTS-I Certified CEDIA CIT, IST, ESC, ESC-D, ESC-T & ESC-N Certified 30yrs of AV design engineering, installation, system commissioning, project management & troubleshooting experience for both commercial and residential AV with demonstrated, extensive competency across a broad spectrum of AV applications, for example; corporate, banking & finance, hospitality, education, medical, government, military, transportation hubs, casino & gaming, performance theatre, live entertainment venues, theme parks, museums, stadia, high-end residential & private cinema, and royal palaces. Global exposure designing & delivering AV projects in 16 countries across the Asia-Pacific and Middle East Regions. Extensively involved as an AV Subject Matter Expert developing AV Standards and international certification examination questions for both AVIXA & CEDIA. Australian & French dual citizen, currently divides time between Hong Kong & Vietnam.

Where audiovisual tech, business & foodie fascinations converge.