I’ve always been equal parts strategist and storyteller. I started my career in finance, but quickly realized I craved more creativity, connection and purpose in my work. After transitioning into marketing and communications, I saw a real gap. Too many brands had great products or missions but struggled to tell their stories in a way that truly resonated. That’s what inspired me to launch Crowe PR in 2015: to help companies craft authentic narratives, elevate their visibility and build meaningful, lasting impact while growing as a business. I’m so proud to see what began as a solo venture grow into an award-winning firm with a global footprint, thanks to the amazing team, culture and leaders we’ve brought on over the years. And today, I’m still deeply energized by the power of storytelling to move people and shape culture.
When I was 8, I started collecting and reselling stamps to other kids to make some pocket change. I didn’t realize it then, but that tiny operation taught me early lessons in value, curiosity and finding opportunity where others might not look.
I used to believe that success had to follow a linear path, with one step neatly leading to the next. But life and entrepreneurship have shown me that the most meaningful growth often comes from detours, pivots and even setbacks. I think the magic lies in being flexible, staying curious and trusting the process, even when it doesn’t look like the plan.
I feel the most energized when I’m in flow. Whether it’s brainstorming big ideas, solving complex challenges or helping someone see something in a new light. I love the buzz that happens when creativity meets clarity and something just clicks. I also love seeing others channel their creativity and entrepreneurial spirit – it lights me up.
It’s a mix of structure, intentional connections and creative flow. Most mornings start early with some quiet time before diving into back-to-back meetings, strategy sessions and creative reviews. I’m leading my team, connecting with clients, jumping between call, and carving out space to think big picture – not every day but as often as I can. Somewhere in there, I’m also a mom juggling school runs, texts from my teens, family dinners, board work and social outings. It’s usually not perfectly balanced but it’s full, fast-paced and deeply fulfilling.
Over the years, I’ve changed my morning routine multiple times. Today, I find it best when I start my mornings with intention: a mix of meditation, journaling and movement. It gives me the clarity, focus and energy I need to lead from a grounded place. Even just 15 minutes of stillness before the chaos of the day makes all the difference in how I show up for my team, my clients and myself.
One of the biggest lessons I’ve learned as a founder is how to build and support a strong team. Early on, I gravitated toward hiring people with similar strengths and stayed closely involved in every decision. But with time, I came to understand the value of bringing in a range of skillsets and trusting my team to lead the hiring process. I’ve also grown more intentional about how we support growth from within. Asking the right questions and prioritizing ongoing development have become essential. And I’ve learned that cultivating leadership potential is just as important as teaching day-to-day management skills.
People often assume I have it all figured out because I show up with confidence and clarity but the truth is, like most leaders, I’m constantly learning, evolving and navigating self-doubt behind the scenes. I’m an activator and I thrive on momentum and taking action, even when the path isn’t fully clear. I usually don’t have all the answers before I leap but I do my best to trust myself enough to take the first step and figure it out as I go.
Travel, nature and time with friends and family are my ultimate reset. Sometimes, it’s exploring a new place, hiking by the ocean or just having deep conversations with people I love. I also make space for solo rituals like journaling, breathwork, painting, reading or dancing around the kitchen with my dogs. Pretty much anything that brings me back to myself and recharges my energy from the inside out.
Success, for me, is living in alignment. It’s building a business and life that reflect my values, create impact and allow me to be fully present with the people I love. It’s less about titles or milestones and more about energy: waking up excited for what I get to do, feeling proud of the work we create and having the freedom to design my days with purpose, joy and curiosity.
I believe what sets us apart is our integrated, impact-driven approach and our ability to operate like a global firm while maintaining the agility and personalized service of a boutique agency. We bring deep expertise across diverse sectors, from consumer goods and healthcare to destinations, and approach every campaign with a curiosity for novel tools and emerging platforms, including AI. By blending traditional PR with brand strategy, thought leadership, social media and influencer marketing, we create cohesive campaigns that not only tell powerful stories but also drive measurable results.
Generally, we say no to clients or projects that don’t align with our core values – be it integrity, authenticity or collaborative spirit. If a brand lacks transparency, promotes harmful practices or doesn’t treat people well (internally or externally), it’s likely not a fit. We’re also not the right partner for those who view PR as a quick fix or aren’t open to collaboration. We’re in it for the long game, and we do our best work with purpose-driven companies who value partnership, bold thinking and real connection.
From the beginning, Crowe PR has been guided by a strong set of core values. These include commitment to excellence, authenticity, an entrepreneurial mindset, ownership and collaboration. These aren’t just words on our agenda; they’re truly the foundation of everything we do. And they’ve allowed us to work with some of the most incredible brands that are making a real difference in the world.
We hire based on values alignment first, skills second. I look for people who lead with integrity, show up with authenticity and bring an entrepreneurial spirit and a strategic, business-oriented mindset to everything they do. Curiosity, adaptability and emotional intelligence are essential, especially in an environment where collaboration, creativity and forward momentum are key. We thrive as a team when everyone takes ownership, leans into growth and contributes to a culture rooted in purpose, positivity, and partnership.
One of the core pillars of the agency is radical ideas – these are integrated into weekly all-hands meetings, vertical meetings, client strategies and more. Given our core values of transparency and collaboration, our team pushes one another and clients to think outside the box continuously and develop campaigns that help brands stand out and get ahead. These radical ideas are also integrated into the company’s growth strategy to ensure we are continuously challenging ourselves to think differently.
Social media followers and likes. As a society, we’ve become hyper-focused on those numbers. And while they may look good in a deck, they often don’t tell the full story. Plus, changes in social media have deprioritized those but not everyone has caught on. I think real brand impact shows up in engagement quality, sentiment, loyalty and conversion over time. Flashy numbers are easy to chase, but they don’t replace thoughtful strategy, authentic storytelling or meaningful relationships. I’d rather brands have 100 raving fans than 10,000 passive scrollers.
It’s hard to ignore the obvious answer, AI. But what I’m really betting on is the collaborative nature of the technology when paired with authenticity. As AI and automation continue to reshape how we communicate, the brands that will stand out long-term are the ones using these tools to enhance (not replace) human connection. I see a future where data, AI and emerging platforms fuel more personalized, purpose-driven storytelling. It's about blending both to create deeper, more meaningful impact.
Implementing EOS (Entrepreneurial Operating System) was one of the most powerful decisions we made, and it started with a simple commitment to run more efficiently. That small shift led to greater clarity, accountability and alignment across our team. It gave us the tools to set the right priorities, solve issues faster and scale with intention.
Start with a clear point of view and vision: know what you stand for, who you serve best and what makes your approach different. Focus on building genuine relationships, not just a client roster. Hire people who share your values, and don’t underestimate the power of culture as it will shape everything. And finally, stay curious. The industry is evolving fast, especially with AI and emerging technologies. The agencies that win will be the ones who stay rooted in purpose but aren’t afraid to adapt, experiment and lead with heart.
I’d invest in building the right infrastructure and systems earlier, from operations to finances to hiring. In the beginning, I wore every hat and said yes to almost everything, which helped us grow quickly but wasn’t always sustainable. If I were starting from scratch, I’d be more intentional about scaling with clarity, which includes delegating sooner, protecting my energy and trusting the power of focus. Growth is important but aligned growth is everything.
We price based on value, not just time. Our goal is to deliver meaningful impact, not just hours logged so we focus on the outcomes we help drive, not just the inputs. I believe in transparency, fair margins and making sure our team is set up to succeed without burnout. We don’t race to the bottom, and we’re not afraid to walk away from opportunities that don’t align with the value we bring.
For me, sustainable growth comes down to adaptability and intention. I’ve learned that the systems and processes that work for a small team often need to evolve as the business scales. That’s why we consistently reassess how we operate. Some strategies that have been crucial to our growth over the last ten years have been adopting the Entrepreneurial Operating System (EOS), building dashboards to track performance and investing in technology that enhances efficiency and insight. Growth is important but only when it’s supported by the right infrastructure. Our 2023 acquisition of a smaller creative agency reinforced that growth must be strategic and aligned with long-term goals to truly be sustainable.
I deeply admire Sara Blakely, founder of Spanx. She built an iconic brand from the ground up with no outside funding (as far as I know), led with intuition and resilience, and never lost sight of her voice or values. She’s proof that you can build a wildly successful business while staying authentic, owning your quirks and leading with heart. Her mix of grit, creativity and purpose is incredibly inspiring.
EOS (Entrepreneurial Operating System) has been a game-changer for how we run the business. It brings structure, clarity and accountability to every part of the agency, from goal setting and team meetings to tracking progress and making decisions. It keeps us aligned, focused and moving forward with intention. I honestly don’t know how we operated without it.
The Surrender Experiment by Michael A. Singer changed how I approach leadership, decision-making and life, in general. I loved his stories but more so, the book reminded me that flow, not force, often leads to the most aligned outcomes. Learning to release control and trust the process has helped me lead and live with more clarity, intuition and ease. It’s a powerful reminder that surrender isn’t weakness; it’s a strategy for staying open to what’s meant for you.
Hybrid is the sweet spot for me. It gives us the flexibility to work from anywhere, while still creating space for in-person connection, collaboration and culture-building. Some of our best ideas happen when we're together in the same room, but we’ve also seen how powerful remote work can be for productivity and balance. I think the key is being intentional about when and why we gather, so every touchpoint, whether virtual or in-person, is meaningful.
I don’t think balance exists in the way we’ve been taught to chase it. Life and work move in seasons; some demand more from you professionally, others pull you toward family, health or creativity. Trying to maintain a perfect 50/50 split sets us up for guilt and dissatisfaction. I believe in being fully present wherever you are, honoring the season you’re in and redefining balance as alignment (and progress), not perfection.
That great work takes trust, time and true partnership. We’re not just executing tactics. We have to build a relationship and think strategically together. The more access, clarity and collaboration we have, the better the results. When clients treat us like an extension of their team and not just a vendor, that’s when the magic really happens.
The power of storytelling. I love helping companies uncover what makes them truly special and translating that into narratives that connect, inspire and move people to action. This industry is constantly evolving, and that keeps me curious, but at its core, it’s always about connection. Being able to blend creativity, strategy and impact every day is the best part.
That majority of AI-generated answers are pulled from third-party sources, not a brand’s own website. That means earned media, thought leadership and high domain authority press coverage are more critical than ever, not just for credibility but for discoverability in the age of AI. If you're not showing up in trusted publications, you're not showing up in search or AI either so ensure you invest in a great PR partner and get consistent valuable content out there.
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