Garth Lobban is a 35-year veteran of the AV industry who got his start in rental/ staging and live sound while attending college. After a tenure in rental and equipment sales, he moved to the manufacturing side passing through the ranks of high-profile audio and video companies in roles from market development, channel marketing, to product marketing. As Director of Marketing, Garth currently oversees the global Marketing and Training teams at Atlona where he has been for over eight years. He’s raised two children with his wife of 33 years and after hours you might find him on his bicycle or at his work bench.

There is something that I always repeat, I have been lucky enough to experience the music of the 80s and also grow professionally along with the parallel development of the AV industry. I have developed my career here at ICAP since I joined in 1993, more than 29 years in addition to receiving all the support in education and knowledge from AVIXA as well as others. They know me as the Man behind the scenes..........

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.

I enjoy seeing systems designed with the end users' needs in mind and then functioning the way they are designed to. :)

At SpinetiX, I drive multichannel comms campaigns and oversee digital marketing, from website management to social media growth. I collaborate in cross-functional initiatives together with the product, support, and development teams to create product documentation. My role also involves directing our digital signage academy with AVIXA-approved courses and developing engaging brand-aligned content, as well as coordinating with internal and external partners to fulfill our marketing strategies. All this, while thriving in a multicultural setting of teammates from across the globe.