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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.

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.

Craig Motlong

Craig Motlong

Strategy Director

Dan Cabacungan

Dan Cabacungan

Strategy Director

Marcy Kelley

Marcy Kelley

Director of People + Culture, Account Director

Jane Dauber

Jane Dauber

Account Director

Jeff Barker

Jeff Barker

Director of Client Partnerships

Garrett Lyon

Garrett Lyon

Senior Strategist

Sara Millstein

Sara Millstein

Strategist

Cameron Krueger

Cameron Krueger

Strategist

Piper Donaghu

Piper Donaghu

Strategist

Deborah Freeman-Redick

Deborah Freeman-Redick

Accounting & HR Manager

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