Communication has always played a big role in my life. As a kid, I was fascinated with TV, watching everything I could. In High School, I took a video production class, and was involved in theatre and art classes.As an undergrad, I enrolled in a film class that focused on the works of Alfred Hitchcock. I was fascinated by how feelings and ideas could be communicated through sounds and visuals. How camera angles and music scores could impact meaning. The next year I transferred to NYU to begin my life in creating environments and imagery that communicated messages to audiences. I love to create things that tell stories – things that impact audiences in specific ways. It was a natural transition into producing meetings and video at Caribiner. Later, I founded my agency, built on understanding clients’ needs and making sure I delivered for them. I had strong revenue on my own. Joining with partners, I led the building of our combined organization as President to deliver over ten-fold within a couple of years. Building infrastructure, creating relationships, and recruiting staff, I led a profitable and successful agency that held as its focus “Do what’s right for the client. Profits will follow”. Then, while consulting with agencies on their growth, I helped several businesses flourish. I returned to the agency world in 2015 to run production for GES’s new Events team. In 2020, the pandemic hit. The industry was decimated. We were faced with cutbacks as our business began to dry up. We needed to be nimble. We did have a few clients that wanted to continue with their events, virtually. While the industry was cutting back, I was looking for talent. I knew we needed to bridge the gap between what we knew about effective in-person events and the need to do it on-line. We brought on a digital leader to head up our efforts to deliver virtually and allowed our team to remain busy and contributing to the bottom line. These experiences combine to drive me to continuously focus on the needs of the client. And to make sure every team member is clear on what the client needs to accomplish, to help make those value decisions that impact budget and effectiveness and make sure they always support that need. It’s a common understanding in our industry that strategy informs creative. I’m a firm believer that strategy also informs production, and operations, and anyone else that touches a project. I will continue to share that message and build teams that can do just that. It makes for better client outcomes, more fulfilled teams, and stronger agencies.