COLLEGEVILLE, PA — Embarq Creative appointed former MC3 chief executive Robert Armstrong as president, a leadership move that signals an expansion push by the exhibit and trade-show company following a recent investment from private family-office firm Enceladus Partners.
Armstrong will oversee sales strategy and growth initiatives as Embarq seeks to scale operations in the competitive live-events and experiential-marketing sector, where companies continue rebuilding demand following years of disruption tied to the pandemic-era collapse in conferences and in-person corporate events.
The appointment follows Enceladus Partners’ investment in Embarq earlier this year, part of a broader trend of lower middle-market investors targeting founder-led event-services businesses with established client bases and recurring corporate relationships.
Armstrong founded and previously led MC3, a meeting-production and training-services company focused on pharmaceutical and biotechnology clients.
Embarq founders Andy Carr and Karen Cohen will remain in their existing leadership roles following the transition.
“His proven leadership in building high-performing teams and delivering exceptional client experiences aligns perfectly with our values,” Carr and Cohen said in a joint statement.
The company, which has operated for more than 25 years, specializes in custom exhibits, trade-show installations, and branded event experiences for corporate clients nationwide.
Enceladus Partners indicated Armstrong’s hiring is intended to separate day-to-day growth execution from the founders’ ongoing focus on client relationships, company culture, and creative direction.
“Adding a proven operator to lead growth initiatives allows Karen and Andy to focus even more on the areas where they create the greatest value,” John McKee said.
Armstrong described the role as an opportunity to expand on an established operating platform rather than reposition the business.
“Andy and Karen have built an exceptional company over the past 25 years with a clear focus on people, culture, innovation, and client service,” Armstrong said.
The leadership addition comes as experiential marketing and trade-show firms continue competing for corporate spending tied to conferences, product launches, medical meetings, and live brand activations, sectors that have seen renewed investment as in-person events regain importance in sales and customer-engagement strategies.
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