XD Welcomes New Board Members Richard Reid & Brian Sullivan

The XD Leadership Alliance is proud to welcome two new members to its board:

 Richard Reid

Richard Reid

Richard Reid
Vice President – Innovation
The Freeman Company

With over 25 years of experience in the Information Technology field, Richard Reid has a diverse and accomplished background in technical sales consultation, software development, and infrastructure management while focusing on providing exemplary customer service.

Richard currently serves as Vice President of Innovation at Freeman. In this role, he is a key brand experience technology liaison, leading company efforts in securing new and renewal business across the enterprise. He also participates in the company’s efforts to create personalized experiences that meet the changing demands of global audiences. He applies a “design-thinking” methodology that maximizes audience engagement by using event technology products and services.

Richard is also an accomplished public speaker who delivers informative, well-researched lectures about event technology, presented in an engaging, high-energy style that attendees remember. He is a published author on the use of technology in the trade show industry. Recently, Richard co-authored the topic “Bring Meetings to Life: Event Technology” for the book "Professional Meeting Management, 6th Edition."

 Brian Sullivan

Brian Sullivan

Brian Sullivan
Director – Design Strategy
Sabre Corporation

Brian Sullivan is an energetic leader with expertise in marketing strategy, user research, product positioning, UX design messaging, design, and product development. He is a widely recognized expert in the fields of user research, UX design, and usability.

A well-known community leader in Dallas-Fort Worth, Brian is the founder of the annual Big Design Conference and creator of the UX Certification program at Southern Methodist University. In addition, he is the author of The Design Studio Method.

Brian is responsible for design strategy for all business units at Sabre. Throughout the company, he implements the design-thinking program, which includes running innovation and design-thinking workshops with Sabre’s customers.

Brian works closely with the Sabre Labs team to determine ways to use the latest technologies in exploring new solutions to ongoing challenges. He ensures user research, design, usability, and accessibility are built into Sabre’s overall strategic design visions.


Join XD today

XD Leadership Alliance events in Austin, Chicago, Dallas and Seattle are open to members only. Membership is free.

For details on this leadership group and our next meeting, apply to join today.

About XD Leadership Alliance

The mission of the XD Leadership Alliance is to recognize and connect industry thought leaders in the fields of design, technology, research, product and marketing. As customer experience continues to be the top driver of digital transformation for organizations, experience-driven (XD) businesses are leading the way in increasing market share and delivering greater ROI. The new ideas and collaborative efforts of the XD Leadership Alliance are aimed at keeping us at the forefront of this vital economic initiative.

For more information and to get involved, visit the XD Leadership Alliance now at experiencedriven.com.