Meet the magic-makers
Julie Atherton
CEO AND FOUNDER
Julie has worked in marketing and public relations for over 30 years—and hasn’t left yet. From The North Face and Old Navy to groundbreaking fan-favorites like Snow Peak, Julie’s career in brand development includes many unique and successful companies. Julie brings the creativity of an artist and sharp, visionary instincts that power her work with innovative and creative clients. When she was six years old, Julie dreamed of becoming a teacher.
Amy May
PR DIRECTOR
Amy is a former journalist who’s been in the public relations game for 15 years. She’s known for her feisty fusion of editorial awareness and marketing know-how, bringing a comprehensive approach to everything she does. A multi-tasker to her core, young Amy once dreamed of being a ballerina princess fairy-godmother.
July Zaleski
PR ACCOUNT MANAGER
July is a dynamic public relations pro with over 17 years of experience in the outdoor industry. July developed a deep understanding of the industry from diverse roles in retail and sales, where she focused on environmental and socially responsible brands. Today, July is known for her can-do attitude and cruise director level of organization and even as a six year old, July was multitasking in her dream to become a chef, detective, and professional downhill ski racer.
Heather Villanueva
PR DIRECTOR
Heather has over 20 years of experience in integrated marketing communications for food, beverage, lifestyle, real estate and financial services. She’s worked with a range of dynamic and growing companies, including Dutch Bros Coffee, Columbia Sportswear, and more. When she was six years old, Heather dreamed of becoming a teacher.
Janete Rodas
PR ACCOUNT MANAGER
Janete Rodas is a PR and Communications specialist with 15 years of experience spanning fashion, design, lifestyle, hospitality, wellness, and beyond. Janete offers an individualized approach, taking brands on a creative journey that creates conversations. An expert at relationship building and finding the right answer, young Janete dreamed of becoming a private detective.
Cathy Herbstler
PR ACCOUNT MANAGER
Cathy is a connection-maker and outdoor industry veteran with over 20 years of experience. She’s spent two decades forging meaningful relationships with journalists and partnering with some of the best brands in this space. An outdoorsy gear lover, Cathy uses many of the brands she represents. When she was six years old, Cathy dreamed of becoming a veterinarian.
Hazel Rogerson
PR ASSOCIATE
Hazel is a former sales person turned PR professional with 9 years of experience in the outdoor industry. She loves using her collaborative nature to build and nurture meaningful client and media relationships. A curious, creative, finger-on-the-pulse kind of gal. When she was six years old, Hazel dreamed of becoming a dolphin trainer—but she’s since seen Blackfish.
Tyler Sims
PR ASSOCIATE
Tyler began her public relations career as an in-house publicist for the Empire State Building. After spending time in tech as an operations specialist, Tyler returned to public relations to combine her expertise with her love of the outdoors. With over 4 years of experience, Tyler’s curiosity and adaptability propel her work. When she was six years old, Tyler dreamed of becoming a marine biologist.
Deborah Pleva
CRISIS & CORPORATE COMMUNICATIONS MANAGER
Deborah’s the go-to person for reputation management as she’s always cool and collected even in the most difficult predicaments. She’s been in the industry for more than 25 years, with both agency and in-house public relations, communications, marketing, and event management experience. When she was six years old, Deb dreamed of becoming a writer.
Tori Duhaime
SOCIAL MEDIA SPECIALIST AND AFFILIATE PROGRAMS MANAGER
Tori is a photographer, marketing professional, and social media specialist with a passion for the intersection of community and momentum. With over 6 years of experience, Tori champions outdoor causes and supports brands with creative development and conscious community management. When she was six years old, Tori dreamed of becoming a dancer and that truly didn’t change for over 20 years.
Emily Crowley
DIRECTOR OF EVENTS
Emily loves a good party and she’s been creating them for over 20 years. Emily started her event producing career in the culinary community. After launching her own event and consulting business, she’s created memorable experiences for outdoor brands, music festivals, and more. When she was six years old, Emily dreamed of becoming a veterinarian.
Karen Whetstone
REPORTING SPECIALIST
Karen has helped JAM HQ run smoothly for over 14 years, using her reliability and attention to detail to create insightful client reports. She got her start in the veterinary and medical field, and owned a transcription business before pivoting to public relations. When she was six years old, Karen dreamed of becoming a veterinarian.
Darcy Hagin
REPORTING SPECIALIST
Darcy has over 13 years of PR admin experience, with a background spanning social work, office management, and retail training. She does meticulous research, creates outstanding reports, and she’s an absolute pro at organizing projects. When she was six years old, Darcy dreamed of becoming an airline pilot.
Cassidy Oonk
EXECUTIVE OPERATIONS MANAGER
Cassidy is a people and process enthusiast with over 5 years of experience in marketing, project management, and operations. Whether it’s problem-solving or refining processes, she’s on a mission to jazz up ops and boost efficiency. Her shoot for the moon and beyond mindset began early; at six years old, Cassidy dreamed of saving the planet and animals.
Logan Waddell
PR ACCOUNT MANAGER
Logan is a practiced marketing strategist with ten years of experience specializing in PR for outdoor brands and organizations. His passion for momentous storytelling has allowed him to work with some of the most exciting adventure brands in the world. Logan is known for his lighthearted attitude and his ability to bring people from all backgrounds together to create impactful moments. When he was six years old, Logan knew for sure that he’d be a competitive sandcastle builder.
