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Navigators of the Possible

Northbound Offices
What defines us?

We’re always strategy-first

Northbound was created to solve an age-old problem: what do you do when there is more than one right answer?

Our approach is to use teams with a range of experience and perspective to explore the current realities and possibilities for your brand. Then, we develop a clear rationale and roadmap that outlines the best right answer, with clear steps forward.

We’re a woman-owned business founded on a powerful idea: that great brands are filled with purpose that drives every part of your organization. If clarity, perspective, and direction sound good to you, we’d love to talk.

Principals
Michelle McRae

Michelle McRae

Managing Partner

“I am inspired by the game-changing advancements our clients are sharing with the world, and am often struck by their inquisitiveness, authenticity and openness to collaborate as partners. As we each write our own personal story, it’s an honor to spend our time coauthoring in such meaningful ways.”

Michelle’s respect for the work, the process, and all the people involved has resulted in her clients and colleagues maintaining a relationship with her long after the project ends. For more than 20 years she led initiatives while working with leaders at: T-Mobile, Expedia, Bank of America, The Limited, Westfield Shopping Centers, GE, PepsiCo, Madison Square Garden, NY Knicks, Mars, Weyerhaeuser, and Starbucks.

Samantha Temple Neukom

Samantha Temple Neukom

Chief Brand Officer

“We view brand strategy as a discipline, a craft and a way of leading thoughtful, breakthrough work. We’re at our best when we partner with a client to inspire, drive internal alignment, and deliver meaningful work that moves the business forward. We help our clients become more efficient and lovable -- by making them purpose-driven.”

Sam embraces both the art and science of building a brand. The process is dynamic and since 1997, her experience has provided clients with a depth of perspective and know-how. Sam has honed her craft working with leaders at: Starwood Hotels, P&G, Snapple, Tanqueray, Pfizer, Tylenol, Thomson Reuters, and Kaiser Permanente.

Craig Motlong

Craig Motlong

Strategy Director

Dan Cabacungan

Dan Cabacungan

Strategy Director

Heather Baillie

Heather Baillie

Strategy Director

David Bates

David Bates

Creative Director

Marcy Kelley

Marcy Kelley

Director of People + Culture, Account Director

Jane Dauber

Jane Dauber

Account Director

Kristen Baker

Kristen Baker

Account Director

Adam Shigem

Adam Shigem

Senior Strategist

Cameron Krueger

Cameron Krueger

Senior Strategist

Sara Millstein

Sara Millstein

Senior Strategist

Piper Donaghu

Piper Donaghu

Strategist

Deborah Freeman-Redick

Deborah Freeman-Redick

Accounting & HR Manager

Kristen Smith

Kristen Smith

Assistant Account Manager

Gabriella Keski

Gabriella Keski

Strategy Intern

Andrew McCarty

Andrew McCarty

IT Director

Joan Kelly

Joan Kelly

Director of Style

How we work

1

Balance business realities + market possibilities

What we do is grounded by business needs, and we can’t keep ourselves from noticing gaps in the market and voids with consumers that spell opportunity for our clients

2

Passionate, without being precious

We love what we do, but we don't think it’s our way or the highway; we aim to be builders and collaborators with our teams, clients, and partners

3

Know when to ignite a room, and how to listen hard

Our experience has taught us the benefit of both, and our ego never gets in the way

4

An owner’s mentality

We put ourselves in our client’s shoes and drive a project on behalf of our clients