AVI-SPL Names Christine Rogers to Lead Experiential Technology Group
2026-10-15 · via invidis
AVI-SPL has promoted Christine Rogers to Senior Vice President of its Experiential Technology Group, the division responsible for projects that combine audiovisual systems, digital content and spatial design across corporate workplaces, museums, visitor centers and hospitality venues.
Rogers succeeds Julian Phillips, who has led the group, known internally as XTG, since its founding. According to AVI-SPL, Phillips will stay with the company through the end of 2026 to support the leadership handover and work on initiatives related to artificial intelligence, digital workplace experiences and the future of work. From 2027 he will move into a strategic advisory role.
For operators and integrators tracking the experiential and digital content side of the signage business, the move matters mainly as a continuity story rather than a strategic pivot. Rogers is not an outside hire. She joined Whitlock to help build its experiential technology practice, which became XTG after Whitlock merged with AVI-SPL in 2020. AVI-SPL says she has since been involved in shaping the group's strategy, capabilities and team, as well as its relationships with customers and partners. That background suggests the unit's direction, which blends AV integration, digital content and interactive design for brand storytelling and workplace transformation, is likely to stay consistent rather than change hands to someone with a different agenda.
The announcement does not detail any changes to XTG's project mix, client roster or technology partnerships under the new leadership, nor does it specify revenue figures, headcount, or how large the division is within AVI-SPL's broader business. It also does not say what Phillips' AI and digital workplace initiatives will look like in practice, which leaves open how much those efforts will intersect with XTG's day-to-day experiential and signage-adjacent work going forward.
Dale Bottcher, AVI-SPL's Chief Revenue Officer, credited Rogers with being integral to XTG's development and called her the right leader to take the business forward. Rogers, for her part, framed the group's value as its ability to combine creativity, technology and business strategy for clients and their audiences.
For the digital signage and experiential technology sector, leadership transitions at large integrators like AVI-SPL are worth tracking because these companies often set the pace on how enterprise clients deploy interactive displays, immersive environments and content strategy at scale. Whether Rogers' tenure brings new partnerships or shifts in how XTG approaches digital content delivery remains to be seen, since the announcement is focused on the personnel change rather than any new product, platform or client work.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Longtime executive succeeds XTG founder Julian Phillips, who will transition to a strategic advisory role in 2027.
AVI-SPL has promoted Christine Rogers to Senior Vice President of its Experiential Technology Group (XTG), placing her in charge of the division’s next phase of growth and development.
Rogers succeeds Julian Phillips, who has led XTG since its inception. Phillips will remain with AVI-SPL through the end of 2026 to support the leadership transition and work on strategic initiatives involving artificial intelligence, digital workplace experiences, and the future of work. Beginning in 2027, he will serve as a strategic advisor to the company.
Rogers has been closely involved in XTG’s development, having originally joined Whitlock to help establish its experiential technology practice. That business subsequently evolved into XTG following the merger of Whitlock and AVI-SPL in 2020.
She has since helped develop the group’s strategy, capabilities and team while strengthening relationships with customers and industry partners.
AVI-SPL’s Experiential Technology Group specializes in technology-driven environments that combine audiovisual systems, digital content and spatial design. Its projects span corporate workplaces, museums, visitor centers, hospitality venues and other immersive environments.
The division focuses on integrating technology and creative design to deliver interactive experiences that support customer engagement, brand storytelling and workplace transformation.
“Christine has been integral to XTG’s success and evolution, and she is the right leader to take the business forward,” said Dale Bottcher, AVI-SPL’s Chief Revenue Officer.
Phillips joined Whitlock 16 years ago and played a central role in establishing and expanding XTG. Under his leadership, the group developed its combination of creative design, technical integration and experiential technology services.
“I’m honored to lead XTG into its next chapter,” Rogers said. “What makes XTG special is our ability to bring together creativity, technology and business strategy to create experiences that make a meaningful difference for our clients and their audiences.”