Ariane Coldiron Named Chief Executive Officer of PRA
Seasoned Experiential Marketing Executive Will Lead the Company’s Next Chapter of Growth
CHICAGO, April 29, 2025 – PRA, a recognized leader in the Business Events Industry, announces the appointment of Ariane Coldiron as its new Chief Executive Officer (CEO) overseeing all business operations across 31 service locations in North America. With more than 30 years of experience across the meetings, incentives, conference and exhibitions (MICE) sector, Coldiron is well-positioned to capitalize on the long history of success, leading PRA into its next exciting chapter of growth. Interim PRA CEO Tom Kemp has been appointed by the Board to serve as its chairman and will work closely with Coldiron during the transition.
A well-seasoned experiential marketing executive, Coldiron most recently served as head of Corporate Events for PRG, a global entertainment and live event production solutions provider. During her time at the company, she expanded the company’s value proposition to better support diverse corporate clients such as Nvidia, Phillips, Nikon, Datadog, Mars and Volkswagen. Prior to this role she had a more than nine-year tenure with Freeman, overseeing the $200 million-plus agency and experiential marketing division, which included managing a large portfolio of high-profile accounts, including Google, HP and Salesforce, as Senior Vice President of Brand Experience. The industry veteran also worked for Jack Morton Worldwide and InVision Communications.
Tom Kemp shared, “It has been a privilege to lead PRA during the transitional period, and I welcome Ariane as the new CEO of PRA with great enthusiasm. Her deep expertise and strategic insight bring a unique perspective that perfectly complements PRA’s vision for the future. I am confident that Ariane’s proven leadership, commitment to internal development and focus on client success will drive continued success at PRA.”
“We are delighted to welcome Ariane as the new CEO of PRA, marking a pivotal moment in the Company’s organizational evolution,” said Michael Struble, Senior Partner at EagleTree Capital, PRA’s primary investor. “We are confident Ariane’s strategic leadership and proven track record of client-centric success in the events segment will undoubtedly strengthen PRA’s market leading position.”
“I am excited and humbled to serve as the new CEO of PRA during this transformative time for our company and our industry,” Coldiron shared in a statement. “PRA is well positioned as a leading player, with tremendous opportunities ahead, and I look forward to guiding our teams as we continue to push the boundaries in our industry to provide impactful results for our valued customers. I’m eager to work with this incredible team on a unified approach that redefines success.”
PRA (pra.com)
Headquartered in Chicago with teams throughout every major and secondary market in North America, PRA is a leading business event management firm, creating experiences which move hearts, minds, and businesses forward. Through its strategic approach to creative design, production services and destination programs, PRA offers end-to-end integrated service capabilities and solutions aligned with business meetings and events. PRA blends Passion, Reach and Authenticity to consistently deliver incomparable experiences that engage participants and exceed business goals. PRA’s reach runs deep, delivering value to millions of participants for more than 40 years in every major destination and beyond. For information on our complete portfolio of services, please visit pra.com. PRA is majority-owned by investment funds managed by EagleTree Capital.
About EagleTree Capital
EagleTree Capital is a leading New York-based middle-market private equity firm, with $4.8 billion of assets under management, that has completed 45 private equity investments and over 100 add-on transactions over the past 20+ years. EagleTree primarily invests in North America in the following sectors: business services, consumer, and specialty industrial. For more information, visit www.eagletree.com or find EagleTree on LinkedIn.