Tiina Freeman
CAE | Director of Strategic Communications & Operations, Northwest Wall and Ceiling Bureau

Anyone that has attended the NWCB show each year or as a member knows that Tiina is just that person. She is the “eyes and ears” of the NWCB. And she knows the bureau inside and out.  

In 1995, fresh out of college and armed with experience in corporate communications, she stepped into the world of construction—not with a hard hat, but with a keyboard, a notebook, and a keen eye for detail. Joining the Northwest Wall and Ceiling Bureau as a Communications Coordinator, she quickly became the bridge connecting contractors, manufacturers, and labor partners across Washington, Oregon, Idaho, and even into Canada. 

Her early days were hands-on. She organized chapter meetings, coordinated the Annual Northwest Wall and Ceiling Industries Convention and Trade Show, and published the association newsletter. One project, in particular, left a lasting impression: helping Executive Director Bob Drury turn his handwritten notes into the first-ever Stucco Resource Guide. She typed, edited, and laid out the book, absorbing the technical knowledge behind the trades in the process. Later, as she designed the NWCB labor productivity study, terms like “ramp up,” “ramp down,” and “trade stacking” became part of her everyday vocabulary, marking her full immersion into an industry she had only just discovered. 

Over the decades, her role evolved alongside technology. She modernized the association’s communications, helped establish a web presence, transitioned mailings to email, and supported the growth of NWCB events and education programs. She took pride not in the tools she used, but in the connections she nurtured—ensuring the industry’s members stayed informed, engaged, and inspired through periods of change and economic uncertainty. 

She also witnessed a cultural shift. When she started, women were almost invisible on jobsites and in boardrooms; she was once mistaken for a hotel employee at her first board meeting. Today, more women lead projects and take on field roles, a development she celebrates while recognizing there’s still more work to do. 

What she loves most about the industry is its combination of innovation and craftsmanship. Walls and ceilings shape the spaces where people live, learn, and heal. The work is visible, tangible, and enduring—a reflection of skill and pride. Yet she dreams of a more equitable future: one where diversity thrives, safety is paramount, and workers are valued and respected. 

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