We are experts in women and storytelling. Our team comes from the world of research, digital marketing, consulting, packaged goods, sporting goods, publishing, media and journalism.

Although our backgrounds are diverse we all have two things in common—our careers have been utterly focused on women and we have all used story throughout our work as a game-changing strategy.

As leaders in the field of marketing to women we have worked with some of the world’s largest and most inspiring brands including Nike, Disney, Motorola, Kodak, Kohler, Mercedes, Walmart, L’Oreal, GE, Chysler, Unilever, Procter & Gamble, Microsoft, Giant Bicycles, Meredith Corporation, W.L. Gore and Starbucks.

Bios

Lisa Johnson
An exceptional speaker, brand strategist and researcher, Lisa Johnson has been a pioneer in the field of marketing to women for the past 20 years.

A longtime student of story, Lisa understands how to use this powerful tool to shape beliefs, change minds and inspire women to action. As the Chief Storyteller at Reach Group she applies the principles of storytelling to analyze brands and offer strategic recommendations.

Lisa is forward-thinking and insightful with a talent for recognizing and translating emerging cultural changes.  Through research, Lisa identified a hidden power in the women’s market and co-authored the reports The Gamma Factor: Women and the New Social Currency and Gamma Beauty: Uncovering the Attitudes, Actions & Motivations of Gamma Women. These two publications have sparked an essential shift in how major brands are marketing and communicating with women.

Lisa is also co-author of Don’t Think Pink: What Women Really Buy and How to Get Your Share of This Crucial Market, Mind Your X’s and Y’s: Satisfying the Ten Cravings of a New Generation of Consumers, and The Free Agent Formula: Six Breakout Strategies for Modern Entrepreneurs.

Her marketing concepts have appeared in Harvard Business School’s Working Knowledge, the New York Times Magazine, USA Today, Entrepreneur Magazine, and on NPR’s “Marketplace” and “All Things Considered.”

Julie Fuoti
With 20 years of experience developing, launching and leading consumer businesses,  Julie Fuoti has spent the last decade helping brands craft communication strategies  designed to engage women across the ever expanding number of media channels. An early adopter of social media and video, her expertise crosses industries from health and beauty to retail and automotive.

Julie is a born storyteller, an active blogger and has a book in development.  Most recently she has used her storytelling skills to develop numerous award-winning marketing campaigns, often leveraging unique, branded content as a way to compel women to engage, pass along and advocate for the brands they love. Whether developing a web series with Candace Bushnell for Maybelline or  “how to” videos for Wal-Mart, Julie consistently creates content that leverages the viral nature of the digital frontier.

Cheri Hanson
A top writer, journalist, author and strategist, Cheri can distill even the most complicated ideas into clear narratives. She finds patterns in confusion and is constantly digging for the real story. Cheri listens deeply and engages people in conversations that uncover core issues and guiding principles.

Cheri is the west coast correspondent for Quill & Quire magazine (Canada’s Publishers Weekly) and wrote a popular publishing trends column for the Vancouver Sun. She’s also co-author of Mind Your X’s and Y’s: Satisfying the 10 Cravings of a New Generation of Consumers (Free Press, 2006), Earn What You’re Worth: A Wildly Sophisticated Approach to Investing in Your Career – And Yourself (Perigee, 2004), and The Free Agent Formula. Her writing has appeared in national magazines and newspapers from coast to coast.

Cheri’s blog, Inspired Outsiders, uses writing, photography, illustration and interviews to explore the point where creativity meets commerce. As a copywriter and content strategist, she has worked with award-winning companies in tourism, technology, marketing, publishing, entertainment, sporting goods and market research. www.cherihanson.com

Amber Carter
With a bachelor’s degree in Business Administration and years of experience in the legal and financial sectors, Amber directs all operational aspects of Reach Group’s accounting department and the company’s growing publishing division. Amber is masterful with all things administrative, but her greatest joy is raising her children, Jada and Micah.



¹SOURCE: Jack Myers Media Business Report Media & Marketing Investment Forecast December 2010