Tiina Freeman serves as certified association executive for the Northwest Wall and Ceiling Bureau. Her responsibilities include oversight of communications, member engagement and execution of the annual Wall and Ceiling Conference, a primary industry event for drywall, plaster and ceiling contractors, manufacturers and specifiers. Read about her and other women in the industry in our March feature Women Who Build. 

Freeman joined NWCB in 1995 as a communications coordinator, transitioning from corporate communications into the construction sector. Her early work included organizing chapter meetings, coordinating the Northwest Wall and Ceiling Industries Convention and Trade Show, and producing association publications. She also supported the development of technical resources, including formatting and publishing the first Stucco Resource Guide, which contributed to her working knowledge of plaster and exterior cladding systems.

Her role expanded to include the development of industry studies and communications infrastructure. Work on a labor productivity study introduced metrics and terminology used in field planning—such as ramp-up, ramp-down and trade stacking—relevant to sequencing and labor efficiency on wall and ceiling projects. Over time, she led updates to NWCB’s communications systems, including digital transition of member outreach and event promotion.

Freeman’s current scope includes planning and executing the Wall and Ceiling Conference as a controlled, code-compliant environment that reflects jobsite conditions. Exhibits are structured around full assemblies—gypsum board systems, cold-formed steel framing, acoustical ceilings, EIFS and plaster—allowing contractors to evaluate compatibility, sequencing and performance prior to field installation.

Conference programming includes live installation demonstrations and standards-based education. Demonstrations are designed to replicate field constraints such as overhead work, tolerances and coordination with M/E/P trades. Educational sessions align with guidance from various industry organizations. 

Operational management of the event follows a construction project model, including scheduling, material handling, rigging, temporary power and safety compliance. Requirements for temporary structures, access equipment and electrical distribution are coordinated to meet applicable regulations and mitigate risk during installation and teardown phases.

Freeman also has helped coordinate collaboration with Walls & Ceilings for various editorial projects, including on-site editorial activities, such as cover shoots, contractor profiles and industry technical features. This partnership supports documentation of installation practices, product use and project execution trends relevant to interior finishes professionals.

NWCB’s conference platform facilitates technical exchange among contractors, manufacturers, and design professionals, with an emphasis on submittals, substitutions, and value-engineering options. The event also incorporates hands-on product evaluation, enabling assessment of tools, equipment and ceiling systems for productivity, ergonomics and finish quality.

Freeman’s tenure reflects continuity in NWCB’s operations and communications, with sustained focus on connecting industry stakeholders and supporting education tied to field performance and compliance.

We applaud Freeman and the NWCB staff for its strong programming of each year's show that the bureau produces. 

For more information, visit wallceilingshow.org.