Paul Friederichsen, president
BrandBiz, Inc.

Paul Friederichsen, president of BrandBiz, Inc., a marketing communications firm, brings over 30 years in advertising experience as a creative director and strategic planner. Paul's work in the home environment area is built upon experience gained from flooring accounts such as Milliken, Poliface, Kronotex, Crossville and Beaulieu of America, as well as appliance brands such as Jenn-Air and Frigidaire. He is responsible for one of the most successful proprietary brand launches in Home Depot history, Traffic Master. Paul is a member of the Surfaces/Stone Expo Education Advisory Council and comments on marketing issues regularly on TalkFloor.com and Floor Radio.

Amber Keenoy is Principal of Star Estimation and Consulting Services. Amber helps clients across the nation implement sustainable design and renewable energy solutions, working as a strategic advisor and owner's representative.

Amber's background includes fifteen years of experience in Program Management, Quantity Surveying, Sustainability Consulting, Project Management, and Engineering. She is a LEED Accredited Professional, a founding member of the United States Green Building Council California Central Coast Chapter and is actively involved with USGBC National. Amber is also Director of Sustainable Practices for ANEW foundation, a non-profit dedicated to zero landfill use and social responsibility.

Amber has extensive experience in managing sustainability and energy related initiatives and policies. Major focal points throughout her career has included water efficiency, zero storm water runoff, energy efficiency, net zero energy usage, renewable technologies, innovative technologies and products, zero waste, cost analysis and program development.

Paul Stuart, IFCMN project founder and chief editor
International Floor Covering Media News

Paul Stuart is a senior partner and editor of Contract Flooring Magazine and, more recently, the founder of the flooring industry's free and open publishing project International Floor Covering Media News 'IFCMN'.

Since entering the flooring industry many years ago, 1976 to be exact, Paul worked his way up through the usual departments from sales, to quantity surveying, planning, carpet design, project management and so on, and has also carried out floor damage inspections on behalf of the insurance industry for the purpose of loss adjusting. Paul has been commissioned on many occasions by some of London's top restaurants to design bespoke woven carpet and to oversee prestigious installation projects.

Paul's background stems from that of engineering. He trained with and worked his way through five year indentured apprenticeship for the Marconi Company in the UK and, on completing this went into R&D.