Our company was founded in 2003 as ExperiPro, a marketing strategy consultancy based on the premise of bringing senior-level professionals together to solve a myriad of complex marketing challenges for our clients.
In 2010, David Slatter became president & CEO of ExperiPro and enhanced the company’s service offerings with relevant, actionable insights, based on his 30+ years of experience in market research and communications management. At the same time, he focused ExperiPro’s target market on mid-market firms experiencing rapid growth, or those that sought to enhance their portfolio with new products or services.
In 2014, Gayle Goodman brought her clients and expertise in integrated marketing communication and strategy to the firm. Together, she and David built the brand to focus on the development of holistic, insights-driven marketing strategies for organizations by placing the voice of the customer at the center of the decision-making process. At the same time, they identified a mutual passion for helping other senior-level consultants connect with meaningful work. They began to build an extended team of experienced professionals with expertise across the marketing spectrum.
As the team grew and evolved, it became clear there are two sides of the marketing house. One focuses on developing marketing strategies linked to organizational goals to drive growth. The other activates the brand through results-driven execution of integrated marketing communication tactics. While both sides must work closely together, the expertise required for each is different. Just as you wouldn’t hire an electrician to fix a broken pipe, you wouldn’t hire a research analyst to launch an integrated digital marketing campaign.
But how do you ensure excellent tactical execution is guided by a strong marketing strategy? As marketing communication has become increasingly complex, it is difficult to claim to be all things to all people. The speed at which things must happen further complicates the matter and requires a nimble solution. Organizations cannot hire all the expertise they need in-house on a full-time basis. At the same time, it’s clear the old top-down agency model doesn’t work in today’s marketing world.
To be successful, organizations need highly-experienced, highly-specialized talent to get the job done. That’s where the Pro-Activation network comes in.
Pro-Activation was launched in 2016 to focus on brand activation – executing marketing strategy by delivering a clear, consistent message across channels. Our model addresses the complexity of marketing today. Unlike the top-down agency approach, Pro-Activation’s consultants are independent business owners who team by experience to deliver tactical execution guided by sound strategy.
“Trust gives you the permission to give people direction, get everyone aligned, and give them the energy to go get the job done. Trust enables you to execute with excellence and produce extraordinary results. As you execute with excellence and deliver on your commitments, trust becomes easier to inspire, creating a flywheel of performance.” ― Douglas Conant
Gayle is a communications strategist and visionary who has made her passion for solving puzzles the cornerstone of her work. Her 20+ years of experience cross multiple disciplines, from corporate communications and investor relations to marketing and PR. With a blend of communications savvy and a master’s degree in business, Gayle is armed to help … Continue reading Gayle Goodman, MBA, ABC, President & CEO
David is a 30-year marketing veteran and has held a variety of senior management positions in Europe and the U.S. in strategic marketing, communications and market research. As president of ExperiPro, David leverages his many years of client-side experience to help companies solve their most complex business challenges. David has worked with dozens of companies … Continue reading David Slatter, Executive Advisor
John is a digital strategist and web developer. His love for taking things apart and putting them back together again drove his career pivot from traditional to digital media. He worked in sales and management for several radio stations in Dallas/Fort Worth over his 21-year career. During that time, his leadership led to earning “Station … Continue reading John Wodka, Digital Marketing & Web Development
Michelle Jones specializes in strategic content development and public relations to help clients create brand engagement and loyalty. She has over 16 years of marketing communications experience with expertise in public relations, social media, digital and print content development, and community event management Prior to starting her communications consulting business in May 2013, she served … Continue reading Michelle Jones, Marketing Communication & PR
As owner of Kim Schlossberg Designs, Kim provides strategic planning, execution and coordination of marketing, branding, graphic design, writing, website design and social media to the firm’s clients. Prior to founding Kim Schlossberg Designs, Kim served as the regional marketing manager for a $300 million practice (North Texas, Colorado and Oklahoma) of an international professional … Continue reading Kim Schlossberg – Brand, Graphic Design & Website Development
Ashley is a traditional Designer/ Art Director with more than 15 years of experience. She enjoys working on corporate re-branding as well as developing the brand identity for start-up companies. Ashley loves the process of creating from concept to reality, from logo development to all marketing materials. She is a print designer that can design … Continue reading Ashley Popp, Art Direction, Graphic Design & Production