Women in Consumer Technology 14th Annual CEDIA EXPO Networking Reception and Luncheon

Director of Business Development
Crestron Electronics, Inc.

An integral part of Crestron Electronics’ Business Development team, JoAnn Arcenal has established herself as liaison between the design build and the technology communities. After over a decade immersed in various technology roles, JoAnn decided to shift her focus to providing resources and sharing expertise with the design build community – empowering her partners to confidently drive tech-based conversations and make informed decisions. JoAnn has been featured and interviewed for magazines like Sound & Communications, AV Technology, and named to the Commercial Integrator “40 Influencers Under 40” list.

Director of Marketing
Somfy

Marketing Communications Director, Somfy North America
Tracy is a passionate marketing executive specializing in building B2B and B2C brand stories in the home technology space. She spent the first 6+ years of her career with Philips Consumer Electronics in trainingand product management with the launch of Philips Pronto remote in the early 2000’s.
Tracy joined Somfy in 2004 and has held several leadership positions in the organization. She is currently responsible for the development and implementation of the Somfy brand journey within North America. She leads a talented team of marcom professionals in creating Somfy brand awareness and
preference through partnership marketing programs, digital campaigns, and an award-winning website.
Tracy holds a Bachelor of Science from The Pennsylvania State University and an MBA from Indiana
University. She is an avid reader, Peloton enthusiast and enjoys spending time with family. On
weekends, it’s common to find Tracy cheering for her 3 sons on the sidelines South Jersey youth sports
fields.

Vice President of Marketing
Kaleidescape

Norma Garcia-Muro’s career is dedicated to entertainment experiences and the technology that fuels them, and with her expertise she brings a contagious passion for film, broadcast, theatrical exhibition, and cinema technology to the United States and abroad. 
As vice president of marketing at Kaleidescape, Norma draws upon her extensive foundation in film marketing to propel Kaleidescape’s growth and revolutionize the home cinema experience. Prior to Kaleidescape, Norma drove early success in the strategy and marketing of top titles at Paramount
Pictures. She later transitioned to Lucasfilm Ltd. in San Francisco to become their head of international marketing, where her multifaceted position included the strategic oversight of the Star Wars and Indiana Jones franchises across global markets, along with the marketing and distribution of the Emmy® Award-Winning series Star Wars: The Clone Wars, and the launch of George Lucas’ NAACP Image Award-Winning biopic Red Tails. 
At Dolby Laboratories, Norma led marketing efforts and a global team of over 40 to support next-level-technology PLF game-changer Dolby Cinema through their opening over 100 sites worldwide. She later transitioned to THX Ltd., where she oversaw premium cinema experiences, including the launch of THX Ultimate Cinema and its first site launch at the historic Regency Westwood Village Theatre in Los Angeles.
Beyond her career as a leader in entertainment and technology, Norma is a consummate motivator and mentor with a passion for empowering young women of color within the industry. She served as a mentor of UNIC Women’s Cinema Leadership Program and is a member of both Women in Tech and Women in Exhibition. She was the Founder of the Latino Employee Network MUNDO under Dolby’s Diversity and Inclusion program and the Founder of #WomenCOLLAB, a resource-sharing association connecting female entertainment and tech professionals in the Bay Area with themission statement, “We Rise by Lifting Others.”
In 2021 and 2020, Norma was named one of the Top 50 Women in Global Cinema.

Business Development Manager
Crestron Electronics, Inc.

Sonia Hernandez is a Business Development Manager at Crestron Electronics, Inc. based in Houston, TX. She supports Crestron’s design build partners and dealers through education about smart home technology products and solutions. Driven by the desire to make a positive impact, she takes pride in providing the best client experience possible. Her goals as a smart home specialist include listening to her client needs and identifying problems to solve through smart home technology. In addition to her primary job functions, Sonia has been recognized by Dealerscope, an established resource for B2B products and strategies for consumer technology retailing, as an honoree for Dealerscope’s 2022 40 Under 40 awards for her extraordinary commitment to the consumer technology industry.
Her education background includes a Bachelor of Science in Merchandising and minor in Marketing from the University of North Texas in Denton, TX.
Outside of the office, Sonia is a fashion and lifestyle digital creator. She loves traveling the world, sharing her best fashion finds, and publishing these experiences on her online platforms. On weekends, you can find her in Downtown Houston looking for the best spots to create content – moments captured mostly by her husband and best friend.