You are using an outdated browser that our website doesn't support. Please visit UpdateMyBrowser.org.

We are leaders, listeners, partners, and opportunity-seekers

Northbound Offices
What defines us?

We’re always strategy-first

We’re not beholden to any one outcome – except the outcome that’s best for our client’s business. Having multiple strategists contributing to each project brings a depth of thinking to every engagement.

Northbound was created to meet a need: we saw clients who are mired in grey space and need a partner willing to jump into that grey with them and find the answer together.

Michelle McRae

Michelle McRae

Managing Partner

“Nearly every day I speak with the leader of a company about the challenge they face. That’s why when we help them distill a vision, we also develop a strategy for generating an enthusiastic embrace of it throughout their organization.”

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

“Whether we’re crafting a brand strategy or leading a product naming effort, it always comes down to creating clarity and alignment around a big idea. We constantly develop new creative methods to work with leaders and their teams to find their true North.”

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.

Tina Patterson

Tina Patterson

Strategy Director

Arden Carmody

Arden Carmody

Strategist

Marcy Kelley

Marcy Kelley

Director of People + Culture, Account Director

Jane Dauber

Jane Dauber

Account Director

Patti Benjamin

Patti Benjamin

Strategy Director

Eric Rathbun

Eric Rathbun

Director of Business Development

Win Platt

Win Platt

Senior Strategist

Sara Millstein

Sara Millstein

Strategist

Cameron Krueger

Cameron Krueger

Strategist

Chris Johnson

Chris Johnson

Strategy Director

Deborah Freeman-Redick

Deborah Freeman-Redick

Accounting & HR Manager

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