Entrepreneurs at heart. Communication experts by trade. With decades of combined experience, both agency and in-house, we have built a hard-earned and well-deserved reputation that sets us apart from other agencies. Our passion for entrepreneurism led us to build an agency dedicated to helping growth-mode companies harness the power of strategic consulting, public relations and marketing. We are based in Raleigh, NC, at the heart of Research Triangle Park (RTP), one of the largest research parks in the world. RTP is home to three major research universities: Duke University, NC State University and the University of North Carolina at Chapel Hill.
Meet our team, ready to serve you.
Kristi Lee-John, Founder and Chief Strategy Officer
Kristi has more than 20 years of experience in technology public relations and marketing for companies of all sizes from emerging growth to established leaders. Having worked both in-house and at multiple high-tech national PR firms, Kristi has launched dozens of companies and products in a wide variety of industries. Prior to Crossroads, Kristi worked with several technology companies, including TogetherSoft as the public relations manager, where she was responsible for building credibility for the company, products and management which helped lead to a successful $210m acquisition by Borland Corporation. Kristi also served as a director at RFBinder Partners (previously Ruder Finn), where she was responsible for building the agency's high-tech practice both in RTP as well as in Boston, MA. Prior to RFBinder, she served as public relations manager for OpenSite Technologies which sold to Siebel Systems for more than $500 million in May 1999. Kristi began her career at Brodeur Worldwide. Kristi has a Bachelor of Science degree in business with a concentration in Marketing from Meredith College. In addition, Kristi is a winner of the Triangle Business Journal's 40 Under 40 award.
Molly Thompson, Chief Campaign Officer
Molly is a digital marketing and content strategy professional with over 20 years demonstrated success driving lead generation, thought leadership and educational campaigns for a wide variety of organizations. She has experience leading and mentoring high-performance marketing teams in the healthcare IT, biotech and pharma-related fields. Molly is passionate about the creative process when integrating digital media with traditional channels for measurable results and return on investment.
Molly has extensive experience helping growth-stage companies with PR- and marketing-related aspects of M&A and funding activities. Since 2003, she has helped guide clients through seven strategic acquisitions, announce the receipt of $100M in venture funding and two clients on which she was actively working were acquired for a total of $130M. A total of six Crossroads clients have been acquired since 2003.
Other areas of expertise include:
• Integrated campaign development
• Project management
• Lead generation
• Global communications (US, EU, Latin America, Asia Pacific)
• Content development (i.e., editorial, visual, digital, website, video, social media)
• Market/competitive analysis
Laura Vepraskas, Chief Analytics Officer
Laura comes to Crossroads as a digital marketing professional with experience in a variety of industries including Software as a Service and Clinical Research. Her creative and energetic approach brings innovative solutions to life across platforms and media. She takes complex ideas and distills them into easily understandable content. Laura develops strategy from a research-based approach that is tailored to the industry, the needs of her clients, and their customers. At Crossroads, Laura develops and manages strategic, integrated marketing campaigns for global clients in the tech, healthcare and CRO industries.
Brittany Kearns, Content Marketing Strategist
Brittany is a creative, dedicated life sciences professional with a decade of marketing experience. Though she has a foundation in academic publishing, she has spent half her career working for VP and C-level executives at both mid-size and small, start-up pharmaceutical companies. She has experience in project management, business analytics, event planning, graphic design, and market research, but she’s most passionate about writing and content creation. At Crossroads, Brittany listens to the unique stories of our tech, healthcare, and CRO clients and translates them into effective marketing and social media campaigns.
Jamie Sheard, PhD, Content Specialist
Using her diverse writing experience, Jamie can tailor information for any audience, delivery method and content area. Jamie provides her expertise in the medical/health field and scientific writing to white papers and content produced as marketing material for contract research organizations in addition to health and clinical trial technology companies. She researches and develops content for varying topics ranging from clinical outsourcing to the use of technology to gain efficiencies in clinical trial execution.
Barbett Byarlay, Marketing and Events Specialist
Barbett brings more than 15 years of marketing communications experience in the telecommunications, software and healthcare industries to her role at Crossroads. Barbett enjoys taking complex content and turning it into compelling, easy-to-absorb marketing messages that resonate with customers and sell products and services. From inception to execution, she’s managed dozens of events such as trade shows, large customer meetings and sales conferences. Her attention to detail and ability to anticipate issues lead to seamless events that deliver on preset goals and objectives.
Vanese Clough, Visual/Graphics
Using her strong attention to detail and creative intuition, Vanese acts as an integral member of the Crossroads team to brainstorm innovative concepts and deliver high-impact designs. She loves the challenge of distilling the qualities and nuances of a company, their products or their services into an easy-to-understand and “identify with” story. Utilizing graphic and video communications, she develops marketing plans that help a company reach and engage their intended audience.
Crossroads has built a hard-earned and well-deserved reputation based on a long-standing track record of success with our clients.
You can count on your Crossroads team for the experienced leadership you need for a successful PR and marketing engagement. We serve the B2B technology community with a unique mix of in-agency experts, experienced industry veterans and an auxiliary team of specialists. Together, we are positioned to provide our clients with the skills, service and strategic counsel they need.
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