Hi, I’m Barbara.

(You probably have an aunt, grandmother, or mother with the same name—I know.)

I come from a long line of storytellers, and for 17 years I’ve used that craft as a marketer, writer, and creative brand strategist across the outdoor industry, climate advocacy, and clean energy.

A retail job at Patagonia right out of college served as my own alternative business school. It introduced me to the idea of business being a force for good, and it set the direction—and the bar—for where I’d go next. I’ve spent my career doing mission-driven work, connecting the human element of a brand to the people it serves.

At Protect Our Winters, where I was the third hire, that meant building a community where caring about climate became part of what it meant to be a skier or snowboarder, then activating it in ways that shaped local and federal policy. At DG+, it meant helping clean energy companies find—and communicate—what set them apart in a crowded market. With Moms Clean Air Force, it means making the link between clean air policy and kids’ health concrete enough that a parent becomes an advocate and a legislator can’t ignore it.

Different tools every time. Same questions underneath: Who are we talking to, what do they already care about, and where do we reach them? What story are we telling, and why?

An innate curiosity has taken me around the world and taught me the power of deep listening and observation, especially when a perspective differs from my own. I bring that same curiosity to my work.

Because most of my career has been spent in startup mode, my instincts are scrappy, resourceful, and collaborative. I work best from a holistic view and am comfortable both setting strategy and executing it. I’m a connector of people and ideas by nature, and the relationships I've built with co-conspirators over the years are some of my greatest work. (You can hear from a few of them here.)

I bring a Midwestern work ethic and the values that match to everything I do, and while I’ve spent many years exploring the world, I will always be a granddaughter of the Great Lakes. I remain a fierce protector of them, serving on the board of Flow Water Advocates even though I haven't lived in Michigan for two decades. My roots mean I look for teams that prioritize integrity and authenticity, have high standards but make room for fun, and want to leave some good in their wake.

When I’m not working, I’m usually exploring new cultures, cities or wilderness, being humbled on the trails, skin track, and water, digging into a new book, or trying to convince everyone I know to vote.

If any of that resonates with you, please reach out. I’d love to build something together.