Embedded Tech Trends was started in 2012 by Jerry Gipper during his tenure as Executive Director of VITA. Jerry’s vision brings hardware and software companies together with industry publications that are part of the embedded computing community to discuss trends and technology changes.
In July 2026, Jerry passed the management and execution of the event to The Leverage Marketing Group, following their acquisition of The Simon Group. Key Simon Group personnel, now part of the Leverage team, had supported VITA in the planning and coordination of Embedded Tech Trends for several years prior to the transition.
Former co-owner of The Simon Group and now VP of Content Marketing at Leverage, Beth has been in PR for nearly 30 years. She has been attending ETT since its inception, including supporting editors, sponsors and the VITA team with event logistics. Beth has a close working relationship with the editorial community and a deep knowledge of the embedded computing industry. She will continue to facilitate editor and sponsor attendance.
Jena also comes from The Simon Group and is now VP of Digital Marketing at Leverage. Having attended ETT since 2012, she has worked with sponsors, editors and the VITA team on event logistics and promotion through digital channels. She will continue to be on hand at the event to help with attendee needs, along with managing the website and social.
As the CEO and General Manager of Leverage, Tom brings decades of experience in strategic planning and managing client needs to the forum. Tom brings a fresh perspective to the event planning and execution process, supporting all aspects of the event in person for the first time in 2027.
The Leverage Marketing Group is a full-service B2B agency with a deep understanding of complex, highly technical industries and a 42-year history of delivering results that transform our clients’ business. Our core capabilities include strategy and branding, digital marketing, content creation and creative services.
Embedded Tech Trends is the agency’s first owned event, though the team has extensive experience supporting clients at various kinds of events throughout its history, including clients attending previous years of ETT, other trade shows, industry forums and nationwide tours.
Leverage acquired The Simon Group in March 2026, expanding its industry focus and internal capabilities.
For more than four decades, VITA has championed open system architectures and driven innovative standards development across the embedded computing ecosystem. The VITA team had been at the helm of Embedded Tech Trends from 2012-2026, and will continue to help the Leverage team with the 2027 event in Savannah.
Dean Holman
President/Executive Director of VITA
Jerry Gipper
Founder of ETT and current Marketing Director at VITA
Jing Kwok
Technical Director of VITA
