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February 25th - 26th, 2026

School of Building Construction, Georgia Institute of Technology

Atlanta, GA

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SmartWin™ is Smartegies’ annual signature event for AEC leaders serious about growing and winning strategic work.

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SmartWIN26:
AEC Changemakers

The AEC industry is changing. Are you leading the change—or reacting to it?

SmartWIN26 is a two-day executive forum designed for principals, C-suite executives, and senior marketing and business development leaders in the architecture, engineering, construction and commercial real estate industries. This year’s theme, AEC Changemakers, spotlights the individuals and firms who are breaking from tradition, embracing bold strategies, and transforming how the built environment is marketed, sold, and delivered.

Set inside Georgia Tech’s School of Building Construction, SmartWIN26 creates a unique opportunity to explore what’s next in AEC from the center of innovation. Attendees will hear from industry leaders and Georgia Tech faculty, offering a rare chance to build connections with leaders who are shaping the next generation of AEC professionals.

Why Attend SmartWIN26?

SmartWIN26 is a carefully curated gathering of high-impact decision-makers who are already challenging the status quo.

Through our CEO and Marketing leadership panels, keynotes, and interactive sessions, we’ll tackle the strategies that move the needle, from digital transformation and account-based marketing to seller-doer enablement and talent evolution.

If your firm is serious about growth, differentiation, and long-term relevance, SmartWIN26 will equip you with the tools and perspective to lead with purpose—and win with confidence.

Agenda

SmartWIN26

We’re thrilled to introduce you to our handpicked lineup of speakers for SmartWIN26. Unlike other events that rely on open calls for speakers, we’ve curated a select group of thought leaders from our own Smartegies client and partner roster.

These are professionals we know personally and have collaborated with to drive transformative results in the AEC industry. Each speaker has been chosen for their unique insights, proven strategies, and the impactful stories they can share.

This is your opportunity to hear directly from the best in the business – those who are truly #ChangeMakers.

WEDNESDAY, FEBRUARY 25, 2026

Lunch opens at 11:00 AM

SmartWIN26 kicks off with the raw truth: the AEC industry is shifting under your feet. Judy Sparks sets the tone with a candid look at what’s changing, what’s outdated, and how principals and marketers who stop reacting and start leading the change will own the future. Expect no sugarcoating, just the clarity you need to make bold moves in 2026.

Judy Sparks

Founder and CEO, Smartegies

Judy Sparks is the Founder and CEO of Smartegies. With over 30 years of experience in B2B sales and marketing, she partners directly with AEC firm leaders to drive growth through smart branding, targeted strategy, and full-funnel marketing. Known for her candid, no-fluff approach, Judy has helped organizations across North America strengthen their position in competitive markets and win work that moves their business forward.

Before founding Smartegies in 2008, Judy served as Chief Marketing Officer for a global design-build firm, where she managed a $5M marketing budget and helped grow the company from $250M to more than $700M in five years. Today, she brings that same enterprise mindset to mid-sized firms ready to scale. She is also the creator of the Scalable 6™ Framework, a strategic model used to align branding, communications, digital, sales enablement, and ABM to deliver measurable business impact.

A frequent speaker and panelist, Judy has led sessions for national and regional chapters of AIA, ACEC, SMPS, and PSMJ, among others, sharing insights on marketing strategy, business development, and the evolving buyer landscape. She also teaches marketing at Georgia Tech, where she developed the most recent curriculum for the School of Building Construction and has taught within the School of Architecture.

 

Georgia Tech is shaping the next generation of AEC talent—and changing the way our industry thinks about building. From advanced technology in construction management to new approaches in design education, this session spotlights how tomorrow’s leaders are being trained today. If you want to know what your future recruits—and your future competitors—will look like, don’t miss it.

Dr. Georg Reichard

Chair, School of Building Construction

What got you here won’t get you there. These CEOs know it and they’re already rewriting the playbook. On one side, you’ve got industry powerhouses like Brasfield & Gorrie, H. J. Russell & Co., and NELSON Worldwide doubling down on innovation, automation, and culture. On the other, entrepreneurial firms like Walker Architects, Arkitex Studio and Motz Engineering are proving that agility, focus, and bold leadership can disrupt the status quo just as effectively. Together, they’ll share how different-sized firms are confronting the same reality: the next era of AEC leadership demands new strategies, new tools, and a willingness to lead change rather than react to it.

Rob Blalock

CEO, Brasfield & Gorrie

Michael Russell

CEO, H. J. Russell & Company

Ozzie Nelson

CEO, NELSON Worldwide

Joe Walker

President and Managing Principal, Walker Architects

The days of relying on handshakes and golf outings to win work are over. Your buyers are starting their journey online and if your firm isn’t building digital-first relationships, you’re invisible. Katie Cash breaks down the new BD playbook: how to earn attention, build trust, and create opportunity before the RFP ever drops.

Katie Cash

Senior Vice President, Smartegies

Katie Cash is a Senior Vice President at Smartegies, where she leads growth strategies for AEC firms nationwide. Since joining the firm in 2011, she has guided a wide range of architecture, engineering, and construction clients through strategic marketing efforts that span branding, digital strategy, account-based marketing, communications, and sales enablement — all core components of the firm’s Scalable 6™ Framework.

Katie is also the host of the AEC Marketing for Principals podcast and a sought-after speaker for industry organizations such as PSMJ, ACEC, AIA, and NAWIC, where she shares her passion for helping firm leaders market with clarity and purpose.

AEC firms are notorious for duct-taping together tech tools that don’t talk to each other. That ends here. This session breaks down what a truly connected marketing ecosystem looks like—where CRM, automation, and analytics work in sync to generate qualified leads instead of vanity metrics. You’ll walk away with practical strategies to align your stack and transform it from a cost center into a growth engine.

Jennifer Acevedo

Principal, Vice President, Marketing & Brand Strategy, NELSON Worldwide

Jennifer is a 25-year-veteran marketer, journalist, and content strategist who has researched, spoken about, and written extensively on the strategy, experiential design, and marketing of retail and consumer brands.

A lifelong learner, Jennifer harnesses the power of storytelling and her innate curiosity to create future-forward, purposeful, and compelling internal and customer-facing brand communications. It’s this passion for storytelling that Jennifer applies across key audiences to communicate the NELSON purpose, brand voice, vision, and positioning as well as to disseminate focused insights that inform innovative and disruptive design solutions.

Prior to joining NELSON, Jennifer served as the Editor-in-Chief/Associate Publisher of Visual Merchandising + Store Design (VMSD) magazine, a media brand serving 40,000-plus professionals in the design, architecture, and visual merchandising space, and Chair of the brand’s annual International Retail Design Conference (IRDC), which draws 350+ retail design professionals from top brands and agencies around the world to explore and be inspired by thought leadership, emerging trends, and interactive collaborative experiences.

Jennifer has also held editor-in-chief titles at Retail Leader, which delivers strategy and management content for c-level executives at retail, and at BrandPackaging, exploring the marketing impact of packaging. She is a highly sought-after speaker and moderator at industry conferences in the U.S. and overseas and has served as a judge at countless retail, design, and marketing awards competitions.

Born in New York City, she has enjoyed time living abroad, in Mexico City and Caracas, Venezuela, and is currently based in Chicago. The opportunity to immerse herself in global culture from a young age contributed to her love of travel, design, art and architecture, and photography. In her free time, Jennifer competes in the sport of IGP, a canine triathlon of sorts, with her German Shepherd dogs.

Connect with Jennifer on LinkedIn

Jenn Friedman photo

Jennifer Friedman

Senior Project Manager, Smartegies

With more than a decade of experience in digital strategy, campaign execution, and project management, Jennifer built her career at nationally recognized creative agencies, where she became known for turning large, complex initiatives into streamlined operations that run on time and with purpose. Jennifer brings a unique ability to think strategically while executing tactically, providing structure, clear delegation, and a steady hand that empowers teams to deliver their best work.

Her work has contributed to award-winning campaigns recognized by the Telly Awards, Adrian Awards, and HSMAI.

Connect with Jennifer on LinkedIn

We’ve been saying it for years: Millennials and Gen Z are no longer “the future” buying audience. They’re here, and they’re in charge. This group represents some of the most impressive rising leaders in commercial real estate development, with accolades like 40 Under 40 recognition already tied to their names. Hear how they vet firms, build relationships, and set expectations for efficiency, transparency, and alignment that outpace previous generations. If you’re still selling the way you did ten years ago, this won’t just be a wake-up call, it’ll be a masterclass from the buyers who are actively reshaping the market.

Jue Wang

Associate Director, TD Dallas Smith

Jue is guided by a steadfast “client-first” philosophy and is passionate about delivering cost-effective commercial real estate solutions tailored to each client’s unique needs. With over 14 years of industry experience, she brings a comprehensive skill set that includes financial analysis, business development, market insight, negotiation, and high-touch client service to local, national, and international clients. Jue began her real estate journey working with nationally recognized developers, where she demonstrated a deep commitment to maximizing client value. Motivated by a desire to enhance client service and increase Asian American representation in commercial real estate, she made a bold transition into the field—where she discovered her true calling. Her expertise spans real estate consulting, site selection, lease negotiation, and property acquisition for headquarters, office buildings, manufacturing facilities, warehouses, and retail spaces across the U.S. Her client portfolio includes both emerging industries and Fortune 100 companies. Jue consistently goes above and beyond to reduce operational costs and secure the most strategic outcomes.

She is deeply engaged in civic and professional leadership, serving as National Commercial Committee Chair and Board Member for the Asian Real Estate Association of America, Program Committee Chair and Board Member for CCIM Georgia Chapter, Board Member of the Atlanta Commercial Board of REALTORS®, Board Director of Gwinnett Chamber Foundation and a member of the Georgia Chamber of Commerce and the HongKong Association of Atlanta.

Jue earned her first Bachelor’s degree in Hospitality and Tourism Management in Tianjin, China, followed by a Bachelor of Science in Hospitality Management and a Master of Science in Finance from Florida International University. She holds the prestigious CCIM designation and has been recognized with the Bisnow Atlanta Women Leading Real Estate – Rising Stars Award and as part of the 2025 Atlanta Business Chronicle’s 40 Under 40 Class.

Connect with Jue on LinkedIn

Jack Cebe

The Stitch Project, Atlanta Downtown Improvement District

Jack Cebe works for the Atlanta Downtown Improvement District as the Director of the Stitch, leading the advancement of plans, partnerships, and fundraising needed to implement this transformative project. The Stitch (www.thestitchatl.com) is an ambitious plan to build a park above the Downtown Connector, reconnecting divided neighborhoods and catalyzing affordable housing opportunities in Downtown Atlanta. Once completed, the Stitch will spur an estimated 4,000 to 5,000 affordable housing units and 18 million square feet of new housing and mixed-use development, generating a whopping $9 Billion in economic value for Atlanta. In March 2023, The Stitch celebrated an award of over $157 million in federal funding, the largest federal discretionary grant award in the Atlanta region’s history, funding the construction of Phase 1 which is set to begin in 2026. Cebe is both a licensed landscape architect and civil engineer, with a bachelor’s degree in landscape architecture from Clemson University and masters’ degrees in civil engineering and business administration from Georgia Tech. Over the course of his career, Cebe has led a wide range of complex projects that have given him a deep understanding of the coalition-building, and collaborative problem solving required to ensure The Stitch’s success.

Connect with Jack on LinkedIn

Brian Sudduth

Rise Development

As Development Project Manager for RISE, Brian Sudduth is responsible for oversight of student housing and conventional market rate projects from predevelopment activities through construction completion and close-out. Sudduth coordinates and directs activities between university officials, contractors, professional consultants, architects and engineers. He serves as the liaison between the RISE design consultant team, construction team, and all other project team members. Sudduth serves as the project’s direct contact for related officials and local government entities as he oversees all aspects of the project.

A licensed architect in 22 states, he holds a Master of Architecture degree from the Georgia Institute of Technology with nearly two decades of experience in project development and management. Sudduth has been involved with over a dozen student housing developments totaling over 12,000 beds across diverse markets and is currently responsible for over $340 million of development. He has also been involved with the development of other product types including multi-family, mixed-use, hotels, business, judicial, religious assemblies, and restaurants.

Connect with Brian on LinkedIn

Georgia Tech faculty are pushing boundaries across the College of Design, reimagining sustainability, technology, and the built environment itself. This session showcases the research and ideas shaping not just classrooms but the future of how AEC firms will deliver value.

An hour of authentic connection—where today’s leaders meet tomorrow’s talent. Bring your curiosity and your business cards.

THURSDAY, FEBRUARY 26, 2026

What will the AEC landscape look like in the next 12–24 months? PSMJ’s Greg Hart delivers a data-driven, no-nonsense forecast on market conditions, risk factors, and growth opportunities. This is the intel principals and CMOs need to make 2026 strategy calls with confidence.

Greg Hart

President, PSMJ

Greg is the President of the worldwide A/E/C business improvement organization, PSMJ Resources, Inc. He leads much of PSMJ’s research on market trends and best practices and also provides advisory services in the areas of mergers & acquisitions, ownership transition, and business valuation. Additionally, Greg is the host of PSMJ’s live online monthly broadcast for A/E/C firm leaders – The $10,000 Hour – where he often interviews industry visionaries and firm leaders on emerging industry trends and success strategies. Greg has spent his entire career in and around the A/E/C industry, starting out as an Environmental Scientist with the national multi-disciplinary firm GEI Consultants, Inc.

Why we asked Greg to speak: Greg brings his deep expertise and industry perspective to SmartWIN26. As a leader with a pulse on the trends shaping the AEC market, Greg will deliver a data-driven commercial real estate outlook in his keynote, offering actionable insights to help firms plan for success, whether they are looking to expand, adapt, or stabilize. We are honored to have Greg and PSMJ as our trusted partners in making this event possible.

Connect with Greg on LinkedIn

AEC marketing is finally catching up to where law firms, IT, and financial services have been for a decade. From ABM to digital-first demand generation, this panel puts the spotlight on leaders who are pushing past “proposal shops” and proving marketing’s value at the executive table. If you’ve ever had to convince leadership that marketing is not a cost center, these are your allies.

Tracey Sibley

Brasfield & Gorrie

Tracey Sibley is Vice President of Marketing at Brasfield & Gorrie, where she leads companywide efforts to strengthen brand awareness and foster connection among thousands of employees. With more than 30 years in the construction industry, she has built her career at the intersection of marketing, communications, and strategy. Tracey has driven the integration of marketing automations that improve efficiency and has guided her team through the rapid evolution of AI to enhance communication, storytelling, and brand positioning. Recognizing the growing demand for creative, high-quality content, she champions innovative approaches to video and digital media that engage employees, celebrate company culture, and showcase Brasfield & Gorrie’s industry leadership.

Connect with Tracey on LinkedIn

Ashley Campbell

Senior Vice President, HITT Contracting Inc.

Ashley Campbell is Senior Vice President at HITT Contracting, where she leads the firm’s
marketing, brand, communications, and people strategy. Since joining the firm in 2014, she has focused on building a strong, unified brand and creating alignment between the employee and client experience. In her role, Ashley works closely with leaders across the company as a member of HITT’s Corporate Steering Committee, helping to guide initiatives that strengthen both culture and business performance. She is recognized for bringing creativity and collaboration to her work, and for her commitment to developing future talent in the industry. Beyond HITT, Ashley is active in advancing women in commercial real estate. She currently serves on the board of CREW DC and will step into the role of President in 2026. In 2024, she was recognized by Construction Dive as a “Construction Champion: Mentor,” an acknowledgment of her dedication to supporting others in their professional growth.

Connect with Ashley on LinkedIn

Jennifer Acevedo

Principal, Vice President, Marketing & Brand Strategy, NELSON Worldwide

Jennifer is a 25-year-veteran marketer, journalist, and content strategist who has researched, spoken about, and written extensively on the strategy, experiential design, and marketing of retail and consumer brands.

A lifelong learner, Jennifer harnesses the power of storytelling and her innate curiosity to create future-forward, purposeful, and compelling internal and customer-facing brand communications. It’s this passion for storytelling that Jennifer applies across key audiences to communicate the NELSON purpose, brand voice, vision, and positioning as well as to disseminate focused insights that inform innovative and disruptive design solutions.

Prior to joining NELSON, Jennifer served as the Editor-in-Chief/Associate Publisher of Visual Merchandising + Store Design (VMSD) magazine, a media brand serving 40,000-plus professionals in the design, architecture, and visual merchandising space, and Chair of the brand’s annual International Retail Design Conference (IRDC), which draws 350+ retail design professionals from top brands and agencies around the world to explore and be inspired by thought leadership, emerging trends, and interactive collaborative experiences.

Jennifer has also held editor-in-chief titles at Retail Leader, which delivers strategy and management content for c-level executives at retail, and at BrandPackaging, exploring the marketing impact of packaging. She is a highly sought-after speaker and moderator at industry conferences in the U.S. and overseas and has served as a judge at countless retail, design, and marketing awards competitions.

Born in New York City, she has enjoyed time living abroad, in Mexico City and Caracas, Venezuela, and is currently based in Chicago. The opportunity to immerse herself in global culture from a young age contributed to her love of travel, design, art and architecture, and photography. In her free time, Jennifer competes in the sport of IGP, a canine triathlon of sorts, with her German Shepherd dogs.

Connect with Jennifer on LinkedIn

Scott Steiding

Bennett & Pless

Carrie Gonzalez

SSOE

Getting work with a major institution like Georgia Tech isn’t just about who you know. It’s about understanding how they buy, how they align capital projects with their academic mission, and how they expect firms to show up. This inside look at Tech’s approach to capital projects is a rare chance to see behind the curtain—and walk away knowing how to better position your firm.

Dr. Georg Reichard + Judy Sparks

Grab lunch and stick around for meaningful networking opportunities. Sign up for exclusive 1:1 consultation sessions – free! Sign-up details coming soon.

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