The CX Live!

The CXLive! Episode 99: Russ Fowler: Leadership, Legacy and Lessons Learned

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This month’s CXLive! episode features an inspiring conversation with one of the true legends of the customer engagement and briefing industry: Russ Fowler, Vice President of Marketing Environments at Derse.

From his first role in experience design to more than three decades of shaping unforgettable brand experiences, Russ reflects on the defining moments, lessons, and leadership principles that have guided his remarkable 32-year career. He shares his perspective on how both briefing programs and live events have evolved, offers practical strategies for elevating customer engagement programs, and discusses how teams can demonstrate value and secure future investment.

Throughout our conversation, Russ’s passion for people shines through. He speaks with genuine appreciation for the GACEP community that has helped shape the industry and for his Derse family, where his visionary leadership, mentorship, and commitment to excellence have left a lasting legacy. Whether you're new to the field or a seasoned professional, this episode is filled with timeless insights from a man who has helped define what exceptional customer experiences look like.

Highlights

  • Learnings from early job experiences
    • Building diverse teams and expanding portfolios
    • Storytelling across venues and industries 
  • Tradeshows and Events - the power of meeting face to face
    • Using architecture and physical graphics
    • Human storytelling, building trust and closing deals
  • Reflections on the Derse family and culture
    • DOTS - Derse Old Timers - 10+ years and annual dinners
    • Russ 32 years, Susan 35 years, Pete 20+ years, Brad 20+ years
  • Briefing Programs and Events 
    • Similarities, differences and latest trends
  • ABPM / GACEP Community
    • Professional, non-selling org, strong emotional connections
    • Derse First Impressions & Newcomer orientation
  • Elevation of the briefing and events programs 
    • ‘Funding Strategies’ for long term impact
    • ROI to justify investment
  • New Derse HQ Opening and Russ’s Upcoming Adventure

Resources

Guest Thought Leader

Russ Fowler, Vice President of Marketing Environments, Derse

Over 32 years Russ has helped global brands create immersive customer experiences through exhibits, experience centers, branded environments, and live events. He has helped expand the agency's capabilities beyond trade shows and championed the philosophy of "accountable creative". An active industry leader, Russ served on the GACEP board and is a frequent session leader. His contributions have earned multiple EXHIBITOR Design Awards, an EX Award, and the 2006 EDPA Designer of the Year honor. 

Most recently Russ earned the 2026 GACEP President's Service Award recognizing more than three decades of leadership and service. To quote Elizabeth Simpson, President of GACEP, ‘his sessions and workshops have become must-attend events: creative, brilliant and always leaving people thinking differently than when they walked in.’ She continues, ‘It’s leaders like Russ who make GACEP not just an organization, but a community worth belonging to.’