By Jane Dornemann

Image by Thad Allen

Being a program manager is a lot like being an air traffic controller (but in this case, the planes are ebooks, animations, case studies, and decks). It can be a high-stress job that requires a laundry list of essential skills—communication, organization, and maintaining a cool-as-a-cucumber disposition chief among them.

That’s why we were so psyched that Tammy Monson joined 2A as our newest control tower extraordinaire, a.k.a. program manager. Her personal and professional experiences have provided Tammy plenty of opportunities to sharpen her skills.

There’s nothing Tammy can’t do

She started out as a first-grade teacher (how many of us are so brave?). Then she had children of her own—and THEN took on a new job while chairing events like charitable auctions on the side. Which is to say, Tammy walked (or ran) a pretty solid path to mastering the art of juggling it all.

For more than a decade she was a consultant who contracted with tech companies, primarily Microsoft. That meant each year she had to enter a new logistics-centered role with new processes and new team members. Sometimes it was business management or executive administration, other times it was strictly program management. Some people would bristle at having to relearn much of their job every year, but not Tammy. She saw the challenge as a growing experience.

“Doing something different each year made me realize I can learn anything if I put my mind to it. You start to realize you can do whatever you dig your heels into,” Tammy said.

Since that’s exactly how we feel at 2A, we hired her when her contract with Microsoft ended. It was a match made in technology-marketing heaven.

“2A is always trying new ways of doing things. The agency is all about discovering how to do better work, and that means not doing the same thing every time,” Tammy said. “How can we be more creative? How can we elevate our work? You can never ask a dumb question at 2A, and I love that freedom to be curious. It’s how we develop.”

Overseeing every day at 50,000 feet

In her day to day, Tammy is the control tower for our workflow management, operating with a 360-degree, bird’s-eye view of projects coming into and out of 2A. She’s the liaison that coordinates client work requests with consultant workflow management. She knows how to quickly learn the details of what each client needs, communicate that effectively to the team, set up meetings, and coordinate deadlines—conducting all the moving parts needed to ferry projects from initial request to a finished product.

When she’s not directing our projects’ take-offs and landings, she’s spending quality time with her college-aged daughters, binge watching her favorite TV shows, and exploring the great outdoors. It’s no surprise with her ability to take on challenges that she loves adventures. While the pandemic has paused those activities, she plays tourist in her hometown of Seattle, exploring Pike Place and taking long walks.

We’re so grateful that this talented woman has joined our group of high-flying marketers!

By Katy Nally

Have you ever met a playwright? I hear there aren’t as many as there used to be. So, if you’re fortunate enough to cross paths with one, consider carving out a moment to chat. If Mai Sennaar is any indication, they’re fascinating.

At 2A we’re always looking to grow our crew of creative minds, so we jumped at the chance to add Mai’s talent to the mix. Mai wowed us with the fact that she ran her own production company and wrote, directed, and produced several plays. Her first production, The Broken Window Theory, starred a Tony Award winner. In addition, her play The Arsonist was performed at both the Smithsonian Affiliate Museum of the African Diaspora in San Francisco and the Berkeley Art Museum.

A natural-born creative with an immense ability to wield words, Mai takes the storyteller position to new heights. Much like one of her plays, Mai’s work at 2A builds the story arc, pulls the audience in, and influences the reader’s point of view.

Building the story arc

Mai comes from a creative household. Her mother was a founding member of Sweet Honey in the Rock and went on to compose music for the Broadway show, For Colored Girls Who Have Considered Suicide/When the Rainbow is Enuf. While at Howard Community College, Mai started channeling her creative streak into theater and even picked up an award for one of her early works. By then she’d caught the playwrighting bug and applied to NYU Tisch School of the Arts to study with the greats.

At Tisch she learned the ancient art of storytelling and practiced building stories to follow a narrative arc. Euripides and Sophocles taught her the origins of dramatic writing, and mentors like Richard Wesley encouraged her own burgeoning voice. After graduating, Mai wrote The Fall of the Kings, which debuted at the Andrew Freedman Home in the Bronx.

Pulling the audience in

Mai knows how to expertly uncover cherished soundbites so characters can woo an audience and marketers can connect with customers. Just before joining 2A, Mai worked for the U.S. Senate democrats as a digital creative director, writing commercials to promote mid-term election candidates. In that role she faced a new challenge of marrying scripted and unscripted moments into a piece that won over viewers. Today, she uses those same skills to write compelling blogs and build customer-evidence videos.

Mai also has a knack for interviewing, which she honed through her work for the Council on Legal Education Opportunity (CLEO) in Washington DC. She interviewed dozens of high-profile individuals and published the conversations in the CLEO Edge magazine to attract more people of color to the legal profession. At 2A she puts her Q-and-A skills to use during customer interviews for case studies.

Influencing your point of view

No matter what she pens, Mai shines when she’s tasked with influencing the audience. Her plays have a way of making you pause and evaluate, while her case studies and videos compel customers to act. Wherever she goes, Mai lets her values lead her. Her most fulfilling experiences have been when her writing has mobilized people who were disenfranchised. When her work was performed for a New York City high school group, they told Mai how they’d connected with her characters, especially around issues like gentrification and displaced families. Seeing those students relate to her work was one of her high points as a writer.

At 2A she’s found a place where she can tackle new writing challenges and push the boundaries of storytelling. We can’t wait to see where she’ll take us next.

By Mai Sennaar

At 2A Nora Bright has found a place where her prodigious people skills and acuity for creative approaches to business problems work in tandem. Her knack for the arts, culture, and imaginative business strategies lead to the surprising and innovative approaches to marketing that her clients can’t get enough of. 

Nora first explored her creativity as a multi-instrumentalist musician. Before killing it on the drums as part of the opening act for some major artists (Ty Segall!) on campus at Scripps College, Nora was already uncovering her knack for leadership. She worked in the non-profit sector at several prominent arts and culture organizations in Los Angeles including the Colburn School, a music conservatory where she studied clarinet with world-class instructors. She impressed the leadership of Colburn, eventually following the director to New Roads School, where she had her first formal position as a Development Assistant. 

But Nora truly discovered the extent of her talent for people management when she served as a 23-year-old co-owner of her family’s recruiting business. Instead of taking a backseat to more seasoned team members or sticking close to the script of how things had always been, Nora immediately took on the challenges of leadership, managing the day-to-day operations of the company with an eye on growth. She sought one-on-ones with colleagues and clients with a sincere interest in gaining a more nuanced understanding of their challenges. She understood that her greatest strength as a leader would lie in her ability to empathize with and understand the perspectives of her collaborators. It was the beginning of Nora honing what she refers to as “servant-leadership”, an approach that allows her to see her role as one of service, even when it comes to employees. 

Through a commitment to gaining greater awareness of the needs of her customers and team, Nora managed to quickly build a positive rapport with the company’s clients. She supercharged the work culture, successfully diffused internal conflicts, and brought new creative strategies to the company’s marketing challenges. Her hard work paid off, ultimately propelling the company into a new era, with a 47% increase in revenue. As a testament to her people skills, many of the new clients under her tenure at the recruiting firm were former employers, including the Colburn School, where she successfully placed several key roles, including a Deputy Director. 

Following a transformative experience with her family business, Nora was inspired by the depth of her impact on people. She was excited by her ability to help others realize their strengths and was prepared to take her leadership and marketing skills to new dimensions. She decided on an MBA at the University of Washington’s Foster School of Business. 

It may have been the oysters that first attracted Nora to 2A’s on-campus recruitment happy hour, but the more she learned about the company’s reputation for combining creativity with marketing expertise, the more she wanted to know. Once she had an opportunity to personally meet with several members of the 2A team, things really clicked for Nora. She found the culture extraordinarily creative, welcoming, dynamic, and nourishing.  

When she’s not brainstorming fresh marketing strategies for her clients at 2A, Nora’s grooving to Yo La Tengo, Riot Grrrl, and honing her own electric guitar skills. 

By Kelly Schermer

Image by Brandon Conboy

You know who gets one big name? Rockstars get one big name. We’re talking show-stopping, stage-rocking, mind-blowing rockstars that know how to shake up their genre and make audiences think and feel in new ways. These are the stars that possess so much raw talent and energy they only need the one name to stake a claim in the hearts and minds of everyone they meet. Think Beyonce, Lizzo, Eminem. Forsyth.

For those of you who haven’t met Forsyth Alexander yet, you’re in for a treat! Forsyth approaches storytelling for business with a fun, can-do attitude that gives her platinum-artist status at 2A. She’s a whirlwind of smooth jazz, bubbly pop, and marimba beats wrapped up as a storyteller extraordinaire. Thinking that sounds eclectic and interesting? That’s not even half of it!

DJ of technical writing

From a young age, Forsyth knew she wanted to be a music DJ and a writer—in that order. She got her degree in radio/television and motion pictures at University of North Carolina while working as a DJ at night and taking as many creative writing classes as she could. After graduation, Forsyth landed a job at the Museum of Early Southern Decorative Arts (now called the Horton Museum), where she became the go-to person for IT, editing, and design questions.

These experiences helped her realize her love for learning about new technologies, and her gift for editing other people’s writing to help them sound like the best version of themselves. Armed with this newfound awareness, Forsyth went on to build a vibrant career as a one-of-a-kind tech savant and writer, working for organizations across industries—from an engineering group to a home furnishing catalog company to a tech startup.

Today, Forsyth offers 2A clients her expertise in explaining different technologies as well as skillful guidance on positioning emerging capabilities. Like a rockstar DJ, who knows how to appeal to the audience in the club, Forsyth uses playful words and smart metaphors to draw in her reader and make new ideas stick like fresh melodies.

Spoken word poet

All great artists attribute stars that came before them, for Forsyth there’s no one main influence. “My music playlist looks like I blew up a record store, and it landed on my Spotify account,” she likes to say. But given her time as a DJ and her ability to transition seamlessly between industries, organizations, and writing voices, it’s no surprise that she thrives in variety. From Rolling Stones to Talking Heads to REM, Forsyth’s got great tunes to share, but my favorite Forsyth original is the song she sings about her home.

If you haven’t heard it yet, just ask her where she lives. In her smooth southern accent, she’ll tell you, “I live with eight cats, three dogs, two chickens, two ducks, and a bunny in a big old stone house on an acre of land.” There’s no pear tree in this version, but the rhythm sticks with you all the same.

Forsyth. The woman. The storyteller. The legend. Let her shine for you!

By Katy Nally

Image by Guangyi Li

What do Hawaii, Gears of War, and PowerPoint all have in common? They’ve shaped Brandon Conboy into the designer he is today.

Though he’s a Seattle native, Brandon grew up with close ties to both Hawaii and Guam. As a kid, he flew to Oahu several times each year to visit his grandparents. It’s where he learned to keep a mellow head— as his dad calls it—and the value of being calm and collected. That cool, island attitude would come in handy as Brandon carved out his fast-paced, multi-faceted design career.

At Washington State University, Brandon earned his first bachelor’s degree, this one in fine arts, allowing him to continue dabbling in all things design—from photography to illustration. When he graduated, Brandon landed a dream gig doing quality control for the Xbox game Gears of War. As a game tester, he honed his eye for graphical issues like incorrect textures in backgrounds. While the job satisfied his love of video games, it didn’t push his design skills as much as he had hoped.

Brandon made the courageous move to return to WSU for a second bachelor’s degree—this time in digital technology and culture. He even asked the dean to overload his schedule so he could graduate faster. After graduation, Brandon landed at Silver Fox and got his first glimpse into the world of corporate presentations.

When his colleague—who went on to design Satya Nadella’s presentations—showed him the possibilities of PowerPoint, “it was like watching someone play piano,” he said. In no time, his own PowerPoint skills went from zero to 60, as he provided round-the-clock design support at Microsoft conferences. Brandon loved the life of an event-bound designer, traveling once a month to work on-site and cashing in on perks like front-row seats to see Macklemore.

By the time he reached 2A, Brandon was a PowerPoint pro with a sharp eye for design and the ability to stay cool while juggling multiple projects. When asked what are his favorite kinds of assets to work on, Brandon reflects, “I enjoy projects that allow me to create custom graphics, such as key art and cover images; decks and blog posts give me a chance to create something interesting.”

These days, you can find Brandon lending his creative eye to projects ranging from everything to social cards and eBooks as well as PowerPoint and blog posts. Looking for a design experience that brings calm to the chaotic, look no further than Brandon Conboy!

By Forsyth Alexander

Image by Brandon Conboy

“I didn’t want to get complacent.”

Ryan Walsh was working as a client services analyst for a financial firm in 2014. He enjoyed asset management and helping customers, his earnings statements were solid, and he had plenty of time off. Many financial analysts in his position would have cruised along, enjoying the good life. But not Ryan. It was time to change things up before complacency set in.

And that’s how he and his wife ended up in Seattle, he as an MBA student and she in the speech pathology program, all part of a new adventure that would eventually lead him to 2A.

Choose your own adventure

Ryan comes by this sense of adventure naturally. When he was young, his mother struck out on a new path with her own medical transcription company, and Ryan learned a lot from her. His love of new and daring experiences plays out in every aspect of his life. It includes enjoying video games full of quests and excursions, and not only trying the different foods available in Seattle with his wife, but also introducing some of it to his two-year-old son. He and his family also take walks all around Seattle just to see what’s out there. Then, there’s his excitement over cutting-edge technology like IoT, digital twinning, and augmented reality (AR).

But his interest in technology is focused on how it can help people and customers. For example, he recently told me, “IoT is an incredibly exciting field – the use cases I’ve seen in my short time here have been incredibly varied, seemingly limitless, and have the potential to solve so many problems and improve people’s health, experiences, and lives.”

“Don’t just stand there, say nice things to me”

This quote from “Push,” by Matchbox Twenty, one of Ryan’s favorite bands, sums up how Ryan took his innate ability to relate to customers and their problems and applied it to his career. With MBA in hand, he embarked on a great adventure with a cruise line. He helped with the launches of the line’s iOS and Android mobile apps, co-branded credit card, gift card program, flight sales tool, and immersive cruises. He also designed and implemented organization-wide customer feedback management capabilities, including improving a web feedback program so that they could research and adjust ways of working based on customer expectations and needs.

When COVID-19 hit in 2020, Ryan led a cross-functional voice of the customer (VoC) team to understand how COVID-19 affected customer behavior and sentiment. This included researching booking, purchase behavior and willingness to travel. He also examined pain points, trends, opportunities, and potential business drivers. Unfortunately, the COVID-19 pandemic eventually became too much for the cruise industry.

Welcome aboard, Ryan!

You can’t keep an adventure seeker like Ryan down. In June 2020, he said bon voyage to the cruise line and joined 2A as an embedded consultant, serving as the business manager for two different sales teams in the Microsoft IoT organization. He’s thriving in this role. “I’m assisting the field with reporting and insights, helping drive process and organizational transformation, documenting and communicating best practices so we can better serve our partners, and identifying compelling ways to tell our IoT story. Most of the time, we’re working on 20 different things, and I have to ruthlessly prioritize. I get to identify what’s most impactful and work on that.”

At 2A, we’re glad to have our modern-day Indiana Jones aboard as he designs great adventures for his IoT teams at Microsoft.

By Forsyth Alexander

Image by Rachel Adams

2A embedded consultant Lin Martinez’s three favorite movies are Back to the Future, Parts 1, 2, and 3. How she ended up at 2A has an intriguingly similar storyline. Lin came to the U.S. from Colombia when she was 27. In 2008, she started working for a Microsoft vendor, happily collaborating with clients on clear scopes of work and then focusing on projects. In an interesting twist of fate, she met Renato Agrella, future 2A founder and partner. They bonded over their shared Latin American connection and established a friendly, professional relationship because they kept bumping into each other at events.

During this time, she also met Laura Templeton. Laura is now an ace 2A consultant, but in those days, she was a Microsoft consultant. Laura hired Lin for her contracts, and Lin switched projects. Little did Renato, Lin, or Laura know at the time what this would mean for Lin’s future.

Time for dancing in the streets—or the YMCA

Lin loves music, especially Juanes, Shakira, and Carlos Diva, and she also loves dancing. In a recent conversation, she told me about how, in Colombia, every holiday is celebrated with dancing and music. “In Colombia, we start the party in the day, and before long, everyone is dancing—sometimes in the street—and it doesn’t stop until very early in the next morning, after people run out of energy,” she told me.

So, when a move to California offered an opportunity to use her love of music and dancing in her career, she grabbed it. As a wellness coach in Redwood City, she learned Zumba, became an instructor, threw her heart and soul into healthy living, and began teaching senior fitness classes. This path led her to a role at the YMCA of Silicon Valley, which took her right back to Washington. There she became the Healthy Living supervisor in 2017 and the Director of Health and Wellness at the Greater Seattle YMCA in August 2020. Then, COVID-19 hit.

Making her way back to you, 2A

Running a health and wellness program during a pandemic became pretty much impossible, and the YMCA cut back on staff. But nothing keeps Lin down for long. Throughout her career changes, she had kept in touch with Renato. When he learned she was in the job market again, he offered her a position at 2A. That’s how she ended up back with Laura and back at Microsoft, helping its Dynamics 365 partner team tell stories through customer successes.

“It was amazing. I didn’t meet anyone in person, and I still haven’t, but we get things done anyway,” she says.

Her positive attitude: Es más fuerte, es más fuerte

In Juanes’s hit, Me Enamora, he sings, “Es más fuerte, es más fuerte,” which translates as “it’s much stronger, it’s much stronger.” This describes Lin’s positive attitude perfectly. When the pandemic kept her from her usual health and wellness routine, she found new joy in walking her dogs, Pinky and Hannah, on a trail near her house. Pinky and Hannah are never far from her side—sometimes you can see them in conference calls—and they keep her grounded and smiling.

“You never know what the future might hold. But if you work hard, help people, and enjoy what you do, something good will always be waiting around the corner,” Lin says. 2A couldn’t agree more—it was great that Lin was waiting around the corner to come “back to the future” and join us right when we needed her.

By Kelly Schermer

Image by Brandon Conboy

“At my house, pillow talk includes the future of driver-less cars and basic income,” says Tracey Whitten. In one quote, 2A’s program manager in charge of customer stories pretty well sums up her passion for technology and her activist approach to storytelling. It’s a rare combination that’s a serious boon for our clients when it comes to crafting the best story for case studies of all sizes and shapes. (And, trust us, each case study is its own special snowflake.)

Tracey’s got an unquenchable thirst for stories that started long ago. Even before joining 2A, she used interviews to broaden her understanding of those around her and the process of writing to sharpen and share her own ideas. From a journal to a blog, from classwork to her everyday job, Tracey relies on the basic tenets of storytelling to learn what makes others take action socially, politically, and financially—which is exactly what we need to get to the heart of every case study.

In college, Tracey earned a degree in organizational communications and a minor in legal studies. The plan at the time was to pursue employer law to help improve poor working conditions for underrepresented employees. But who needs law school to affect change when you’re as creative and engaged as Tracey?

In the years since she graduated, Tracey has built up communities and expanded her resume through positions that speak to her multifaceted talents. From organizing labor unions and communities for social change, to helping a tech startup get off the ground, to launching a civic engagement technology platform, there doesn’t seem to be a challenge Tracey can’t tackle. And through it all, she weaves her passion for understanding, honoring, and telling the stories of those around her. 

In her new role at 2A, Tracey heads up our case study practice. Considering the number of client requests for these stories keeps doubling, we couldn’t be more excited to have her join us! With her dogged commitment to ensuring all voices are heard and her technical drive to plan, organize, and execute against a deadline, Tracey’s our ace in the hole for turning out high-quality case studies that satisfy partners, customers, and solution providers alike.

Wondering who has the breadth, depth, and drive to get the most out of your story? Meet Tracey!

By Katy Nally

Image by Thad Allen

I always feel a certain kinship with a fellow East Coaster. And beyond that, Mike Lahoda and I both arrived in Seattle—sight unseen—after cultivating an appreciation for the West Coast mostly through pop culture and 90s TV shows. So, in the spirit of our childhood understanding of the sunnier side of the country, I bring you this employee spotlight about Mike, our newest consultant, entirely based off the theme song to The Fresh Prince of Bel-Air. (Many thanks to Will Smith and DJ Jazzy Jeff for this 1992 track.)

Now this is a story, all about how
Mike came to Seattle and made us say “wow”
I’d like to take a minute, so sit right there
I’ll tell you how he became a marketing ace—it’s rare!

In southern New Jersey, born and raised
In the suburbs is where he spent most of his days
Chillin out, biking, walkin to school
While chasin his friends, and actin real cool
When he got an idea, “Let’s do some good”
He started planning ways to help his neighborhood
He studied philosophy and got his bike in gear
Then he moved to Seattle to start tutoring for City Year

The mountains were calling, and when they came near
Mike was ready to climb—he had no fear
If anything they proved he could take on a dare
And he thought, “What’s next—nonprofits? You got it, I’m there”

Mike climbed up through the ranks at a homebuilding biz
His MBA classes made him a marketing whiz
But he still wanted more—to grow with a team
So he joined 2A
now he’s living the dream

By Katy Nally

Joe likes to get in at ground zero. He likes facing limitless possibilities and the ability to shape what’s yet to come—even if it means getting his hands dirty. His entrepreneurial streak has led him from marketing kids’ bunkbeds, to building a craft-brewing curriculum, to carving out a market for Tombolo Institute.

“I love coming in at the ground level—the spirit, the hope, the opportunity—there’s this energy where people are so willing to work together to achieve a broader goal.” —Joe Belcher

The spirit

Joe got his first taste of marketing straight out of college at Walt Disney in Los Angeles. But the organization didn’t deliver the startup pace of change that Joe’s entrepreneurial spirit craved, so he started looking around. At the time, Hollywood Video was in its infancy with huge potential to take off. Joe jumped right in, accumulated as many hats as they’d let him wear, and finally left his marketing position after the chain had established 3,000 stores nationwide.

The hope

By 2014, Joe had founded his own company, Joe Belcher Marketing, helping companies stand out with targeted marketing strategies and assets. When his professor friends in Portland reached out about a new venture to enable the craft beer scene, Joe couldn’t pass up the opportunity. Crafting A Strategy brought hope to the little guys—the ones driven by their passion for hops and obsession with the perfect pour—to compete against mass-production labels. With all the craft breweries popping up, the three founders saw the chance to educate brewers on the business side of things through an online curriculum. Joe helped launch the new company and led the brand and website creation.

The opportunity

Steeped in continuing education, Joe made his next move to join 2A as an embedded consultant for Bellevue College. 2A had led the brand development for the school’s tech-focused spin-off, Tombolo Institute, and Joe was ready to add some meat to its bare-bones framework. The marketing plan, the reporting, the outreach, the assets—Joe tackled it all. And then, the pandemic. While many industries made cutbacks, tech seemed to be immune. For those who were out of work, the opportunity through Tombolo presented new meaning. And Joe dove right in to energize his team for a new pivot.