The IFES Ambassador Programme: Expanding Global Reach
There are five main strategic reasons why the Ambassador Programme exists:
- Global Representation: ensure presence in underserved or rapidly evolving markets.
- Local Intelligence: surface market risks, opportunities, and policy trends to inform Board decisions.
- Membership Activation: support prospecting, retention, and re‑engagement-particularly in under‑represented regions.
- Brand Expansion: amplify IFES’ principles, initiatives, and events within local ecosystems.
- Industry Diplomacy & Governance: cultivate trust with associations, institutions, and authorities.
Ambassadors are strategic connectors-not salespeople, country managers, or policy spokespeople. They use convening power and credibility to open doors, build bridges, and represent IFES with cultural sensitivity. Success is measured by the relevance and quality of engagements and their alignment with IFES strategic goals.
Meet our Ambassadors
Peter Theodorides
Chef de Mission
“Alone we go faster, but together we go further—and across borders, we build what no one can build alone.”
MEET PETER
Hazem Hamada
Northern Africa region
MEET HAZEM
Annelize Hochmann
Latin America region
MEET ANNELISE
Benoit Honnart
Gulf region
MEET BENOIT
Dianne Leedham
APAC region
MEET DIANNE
Hazem Hamada | Architect
As the Chairman and Founder of United Group since 1993, Hazem Hamada has been a driving force in Egypt’s exhibition contracting industry. With a career spanning over three decades, Hazem has left an indelible mark on the industry.
Key Achievements in the last 10 years:
- Designed, initiated and build the Egypt International Exhibition Centre in Cairo, a landmark project launched in December 2017
- Conceptualized, designed, built, and operated the Egypt Pavilion in Expo Dubai 2020 and Expo Osaka 2025, showcasing Egypt’s rich culture and heritage to the world
- Official contractor for prestigious events such as:
- Egypt Defence Show
- Egypt COP27
- Egypt Petroleum Show
- Various Egypt tourism pavilions
- Successfully managed the opening and closing ceremonies of AFCON 2019, a testament to his exceptional event management skills
- Designed and executed the opening ceremony of the new Suez Canal in 2015
United Group: A Regional Presence
Under Hazem’s leadership, United Group has expanded its reach, establishing branches in:
- Dubai, United Arab Emirates – Dubai
- Saudi Arabia – Riyadh
- Libya – BenGhazi
This strategic expansion has solidified United Group’s position as a leading player in the exhibition contracting industry, enabling the company to deliver exceptional results and exceed client expectations across the region.
Hazem’s vision, expertise, and dedication have been instrumental in shaping the company success.
Dianne Leedham | Co-Founder & CEO, Euro Displays Pty Limited
I am a seasoned professional with over 30 years of experience in commerce, finance, law and marketing. I hold a Bachelor of Commerce, am a Chartered Accountant, qualified in Taxation Law and have completed additional certified courses in Marketing and Design. I have worked extensively across Australia, New Zealand, and the UK, serving
clients across diverse industries.
In 1999, I co-founded Euro Displays, a company that differentiates itself through personalized, client-focused service and quality control over all exhibition processes, producing all stands in-house. My holistic skillset enhances my ability to deliver creative, results-driven support across all aspects of exhibitions and events. Building strong relationships is central to my approach. I am particularly interested in understanding the intricacies and backstory of each client’s business which enables the creation of exhibition stands and events that reflect each client’s identity and innovation.
As a proud IFES member for over a decade, I am passionate about sustainability and international collaboration, leveraging local partnerships to minimize environmental impact while ensuring consistency in service and quality for our clients globally. I look forward to increasing the regional visibility of the IFES community, fostering meaningful connections and replicating our shared successes.
Annelize Hochmann | Global Sales Director
With 25 years of experience in the exhibition industry, Annelize Hochmann has played years a key role in the development, coordination, and execution of trade show projects across Latin America, Central America, US and Europe. A dynamic and results-driven leader, Annelize combines commercial insight with operational excellence, building lasting relationships with international clients and partners.
Key Achievements in the Last Years:
- Led the international expansion of exhibition services for clients across the USA, Brazil, Latin America, Europe, and Asia, managing projects end-to-end, from sales to on-site delivery.
- Served as main contractor for a complete exhibition platform across five countries in LATAM and the Caribbean, coordinating third-party services.
- Oversaw key pavilion projects for national and international institutions, including APEX Brasil and other related government agencies.
- Managed high-level commercial relationships with clients across five continents, developing and negotiating small to large-scale contracts.
- Developed and executed import strategies and systems integration for cross-border software solutions (Brazil–Argentina).
- Managed the communication strategy for Diper Exhibition’s social networks in collaboration with their image agency.
- Spearheaded local team operations at Diper’s Buenos Aires office, ensuring on-time, high-quality execution of builds.
Career Milestones:
- Global Sales Director at Diper Exhibitions – managing global accounts and supplier networks.

Ongoing
- Head of International Sales at Dodecaedro S.A., Buenos Aires – overseeing international business development.
- Project and Product Manager at Expotrade S.A. – responsible for Argentina’s only foreign trade exhibition.
- Director at Grupo Concreta – led major congresses and trade show projects across Argentina, Brazil, Colombia, Mexico, and Panama.
- Commercial Director at Hochmann International – strategic lead on marketing, sales, and client
A Global Outlook
Born in Brazil and based in Buenos Aires, Annelize has also operated her own company in Panama, enabling her to build a deep understanding of multiple regional markets. Fluent in Portuguese, Spanish, and English, she brings a multicultural, multilingual approach to international business and project execution.
Her entrepreneurial mindset, high standards, and dedication to excellence have earned her the trust of clients and colleagues worldwide.
Benoit Honnart – CEO, ELECTRA | IFES Ambassador – Middle East
With over 20 years of leadership experience in supply chain management and large-scale event production across Asia and the Middle East, Benoit Honnart brings a truly global perspective to the exhibitions and events industry. As CEO of ELECTRA, he has played a key role in transforming the company into a trusted partner for government agencies, global brands, event organizers, and creative firms throughout the region.
Benoit leads a team of over 550 professionals across the UAE and Saudi Arabia, and through ELECTRA’s global network, also supports major international projects. Under his leadership, ELECTRA has delivered landmark projects at Expo 2020 Dubai, the FIFA World Cup in Qatar, and some of the region’s most prestigious exhibitions and luxury events.
A strong advocate for innovation and sustainability, Benoit is committed to aligning Electra’s growth with the Middle East’s strategic goals, including Net Zero and responsible business practices. As an IFES Ambassador, he sees his role as a bridge between the region and the global stage — helping foster dialogue, share insights, and contribute to shaping a more sustainable, innovative and interconnected future for the exhibitions world.
 Peter Theodorides| CEO/President, Vision Ltd. | Greece
- A passionate leader with first class communication skills and a long track record of successful management.
- Educated to a very high level, with extensive knowledge of all current economic, social and regulatory issues.
- An inspiring and motivational manager with first-rate interpersonal skills and the ability and passion to develop the vision of any project he manages.
- Able to push performance improvement whilst at the same time delivering growth.
- Possess vast managing directorship and CEO experience and will always ensure that clear objectives and expectations are delivered and maintained.
- Was born in Caracas, Venezuela & moved to Athens, Greece 40 years ago.
- Has over 3 decades experience in the international exhibiting market place.
- Founded Vision Ltd, 33 years ago to make it one of the largest & best known Exhibit Houses in Greece.
- Current Membership Committee Chair & Strategic Partnerships & Member of the Executive Committee (2024-
- Past President of IFES (2021-2023)
- President of IFES (2018-2020)
- Past Vice – President of IFES and Chair of Membership Committee (2014 -2017)
- Past Chair of Marketing & P.R. Committee at IFES. (International Federation of Exhibition and Event Services) (2011 – 2013)
- Member of the Board for HAEEC (Hellenic Association of Exhibition & Event Contractors).
- Has a degree in Marketing Management and speaks fluently English, Spanish & Greek.
- Active on the international circuit, attending contractor & supplier events, across the globe.
