With our years of experience in research and marketing strategy and launching products for companies in diverse industries, we have developed highly effective strategies and methodologies. We also know how to activate your brand through the development of cutting-edge marketing tactical plans designed to drive lead generation.
Beyond our core capabilities of strategic marketing and insights, our extended network includes a bench of highly experienced consultants and niche agencies that can execute any of the integrated marketing tactics we may recommend.
Teaming by experience allows us to tailor our approach and bring the best resources to each project.
David Slatter | President
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 and business leaders to develop powerful Go-to-Market programs and product launch initiatives. In addition, he has developed customer-centric solutions, including branding/perception studies, customer retention programs, sales insights, market/industry tracking, media evaluation and ad/creative concept testing. Due to his customer-centric approach to his own business, ExperiPro was named 2012 Small Business of the Year by the Richardson, Texas Chamber of Commerce.
Prior to ExperiPro, David was the Global Market Research Manager for Texas Instruments, where he was responsible for all aspects of primary research in the Europe, Asia and U.S. markets. He has worked with dozens of business leaders to develop qualitative and quantitative research studies. David also spent many years in product marketing successfully launching hundreds of new products.
Gayle Goodman | Executive Advisor
Gayle is a communications strategist and visionary who has made her passion for solving puzzles the cornerstone of her work. As president of our sister brand, Pro-Activation, Gayle brings nearly 20 years of experience across 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 ExperiPro’s clients with the toughest messaging and business challenges. She has worked with clients ranging from small and startup businesses to large enterprises to help build and refine marketing strategies and implement programs to achieve significant growth.
Prior to moving into consulting in 2008, Gayle was recruited to join residential services firm Efficient Attic Systems to serve as Vice President of Marketing. Her charge was to establish a formal marketing department and help grow the company organically into new markets nationwide. During her tenure, she streamlined the marketing function, thereby increasing lead generation and driving down cost-per-acquisition by improving the performance of off-line/traditional advertising mediums. She also introduced new lead generation channels, with a focus on online channels. Previously, Gayle served in a number of marketing and communications roles for Centex Corporation over an 11-year career.
Gayle earned her MBA in marketing from the University of Dallas where she now teaches for the Satish & Yasmin Gupta College of Business as an adjunct instructor. She holds a B.S. in journalism from Texas Christian University and is IABC Accredited (ABC).
Tom Dennis | Vice President, Brand Strategy
Tom is all about brand. His belief that smart companies “think strategically before acting tactically” has proven itself repeatedly throughout his career. For 30 years he has combined his passion for both marketing and sales to help companies craft their story – and reach their target market. Active on social media, with a background in software, fine paper and printing, Tom brings a very unique skill set to every client engagement.
Tom is serving his second term as president of the Dallas/Fort Worth Chapter of the American Marketing Association, a position he held in 2011 when he helped transform the organization into one of the top chapters in the country. His efforts that year earned him recognition as the association’s “National Volunteer of the Year.”
Tom also served a three-year term on the board of directors for the West Dallas Chamber of Commerce and has served two terms on the board of the Dallas Society of Visual Communications. In 2010, Tom co-founded 1st Tuesday Connections, a Texas nonprofit dedicated to providing educational programing for North Texas entrepreneurs. The group became a part of the North Dallas Chamber of Commerce, where he continues to serve on the guiding committee.
Consultants and Trusted Partners
Jurie Pieterse | Digital Marketing Strategist
Jurie Pieterse is digital marketing and brand strategy expert. He has 20 years of client and agency-side experience leading significant business and brand growth initiatives, particularly where digital marketing has been a critical success factor. Jurie has worked with startups to multinational power brands in a wide range of industries including financial services, consumer packaging goods, e-commerce, manufacturing, nonprofits, associations and technology.
In his early career Jurie established three digital marketing firms for major advertising agencies such as Leo Burnett and FCB. From 2001-2012, he created the customer acquisition engine for ING Direct, the leading online savings bank, building the brand and digital channels to fuel the bank’s dramatic growth to 7 million customers and $80 billion in assets in the U.S. Before entering consulting, Jurie was the Chief Marketing Officer at Nationstar Mortgage and for three years has been consulting for a variety of clients since that time, including in the e-commerce, artificial intelligence, management consulting, B2B, non-profit and bitcoin industries.
Originally from South Africa, Jurie has won awards including Young Direct Marketing of the Year, a People’s Choice Webby Award and AdTech Winner of Show. He is most happy when he can roll up his sleeves and work in partnership with a talented team to solve complex business challenges and execute the best in digital solutions to deliver results.
Michelle Jones | Communications Strategist
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 as account manager at Marketwave, a Dallas-based marketing agency. At Marketwave, Michelle worked with the American Heart Association, Baylor Health Care System, Habitat for Humanity and Parker University.
Before Marketwave, Michelle spent almost six years at HCK2 Partners where she served as an account director on public relations and interactive accounts. At HCK2, some of her clients included Austin Industries, Centex, Consumer Credit Counseling Service of Greater Dallas and Girl Scouts of Northeast Texas.
Michelle holds a B.S. in Journalism from the University of North Texas. She has served on the Board of Directors for the American Advertising Federation – Dallas Chapter, and as a program director for the International Association of Business Communicators – Dallas Chapter.
John Wodka | Digital Strategist and Web Developer
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 / Ft. Worth over his 21 year career. During that time, his leadership led to earning ‘Station of the Year’ in 2000 while at Clear Channel Communications. Later, he led the ESPN Radio sales staff in Dallas Mavericks play-by-play sales and coordinated live player events. John progressed to National Sales Management at Service Broadcasting, Inc., working with many of the top ad agencies and campaigns in the U.S.
John saw the need to help his clients develop digital strategies that integrated brand messaging and traditional media into fluidly-run email marketing and social media campaigns. He also assisted his clients by designing mobile responsive websites, giving their visitors a better online experience.
John splits his time between web development and creating inbound marketing campaigns.
Grace Platon | Communications Strategist
Grace is a marketing communications strategist specializing in public relations and events that energize and engage the audience. She is passionate about supporting organizations to clarify their vision and amplify their voice. Grace has experience supporting global technology brands, pioneers in multichannel advertising services, Hispanic marketing and alternative energy, as well as nonprofits. She provides strategy and execution plans that strengthen relationships and motivate audiences to action. Whether it’s a press release for a new product launch, media pitches for thought leadership positioning, omnichannel marketing and event programs, or social media campaigns to activate word of mouth, Grace is focused on building brands and generating leads. Grace delivers an integrated communications approach that connects clients to their best prospects, consumers and supporters.
Stephanie Anderson Forest | Editor-in-Chief
Stephanie Anderson Forest is an award-winning business/financial journalist and editor. She also has experience in both global internal and external corporate communications in Fortune 500 companies such as Kimberly-Clark; EDS, an H-P company; and McGraw-Hill (BusinessWeek).
Prior to starting her own communications firm in 2014, Anderson Forest spent more than a decade as a journalist before “crossing over to the dark side” into corporate communications for nearly 10 years. These days, her experience in both arenas allows her to do some of both.
Anderson Forest’s journalism experience includes nearly 15 years as a correspondent for BusinessWeek magazine in its Dallas, Texas, and Atlanta, Georgia, bureaus. At BusinessWeek, she covered everything from finance and real estate to consumer goods and retail to energy and IT. One of her major accomplishments was covering Enron, which led to being one of only a handful of journalists subpoenaed to testify in the 2006 federal criminal case “United States of America v. Jeffrey K. Skilling and Kenneth Lay.”
At both Kimberly-Clark and EDS/H-P, Anderson Forest’s roles included serving as managing editor of the companies’ global intranets, where she planned and developed global, enterprise-wide messaging and content creation as well as managed teams that executed content delivery. In addition, at Kimberly-Clark, Anderson Forest served as senior manager of Global Media Relations and senior manager of Global Enterprise Channels.
To learn more about Anderson Forest, please see visit her LinkedIn profile: https://www.linkedin.com/in/stephanieandersonforest/.
Ashley Popp | Art Director/Graphic Designer
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 effectively for the web and believes that she can tackle any design task.
Ashley creates smart, fresh, brand-centric designs and seeks to help clients strengthen their brands through compelling, results-oriented execution. She has worked on a variety of client projects ranging from small companies to large organizations, including Cook Children’s Hospital, Texas Health Resources, Glatfelter Paper Company, Victory Park, Downtown Dallas, Spine Team Texas, ASI Business Solutions, Dickey’s Barbecue, SRS Real Estate Partners, WellMed and Huffines Communities.
Greg Lynch | Writer and Editor
Greg is a professional writer and editor with more than 20 years of experience in various fields, including journalism, corporate communications, public relations and marketing.
Greg began his career in journalism, eventually graduating to public relations, where he accrued in-house and agency experience alike before forming his own consultancy, LynchPen, in 2003. After 11 years of quality service in writing, editing and campaign management to a variety of clients, Greg left LynchPen behind to join the nonprofit world, where he served as the voice of an organization providing Meals on Wheels and hospice care to North Texans in need.
In 2016, Greg returned to consulting, working with ExperiPro clients to create clear, concise and powerful communications tailored to fit each organization’s needs.