Meet The Team

Here’s a sampling of the talents we’re proud to call colleagues in our grand adventure:

Laura Bergheim

Founder & CEO

Laura Bergheim

Founder & CEO

Laura is both a writer and an agency head, building and managing award-winning editorial and content teams for 20 years. She has written for global technology, retail, healthcare, travel and financial industry brands, among others, and is the author/co-author of eight books. Prior to founding Wordsmithie in 2010, Laura was Senior Program Manager for Content Strategy at Google, where she created and managed site and customer support content for AdWords and other monetized products. She also founded two other agencies, served as Creative Director at Resource Interactive and managed the 20+ person feature-writing team at Lycos, back when dinosaurs roamed the Internet.

Michael Gaylord

Chief Creative Officer

Michael Gaylord

Chief Creative Officer

Prior to moving to Madrid in 2011 (from which he also manages Wordsmithie’s European team), Michael served as Vice President, Digital for MTV Networks’ cable brands Nick at Nite and TV Land. He began his career in the digital shops of downtown Manhattan, and has extensive experience in creative direction, user experience, convergent programming, integrated marketing and web analytics. Michael accepted an Emmy Award for enhanced television on behalf of his former TV Land team, and has had the fortune of interviewing many of his childhood idols, including all six Brady Bunch kids.

Dan Ross

Chief Operating Officer

Dan Ross

Chief Operating Officer

Dan is a jack-of-all trades with a background in engineering, operations, marketing, writing and business. Most recently, he was a Senior Program Manager and Technical Director at VeriFone, overseeing product development. Dan has broad experience in product and team development for companies ranging from startups to Fortune 500 powerhouses. Outside of Wordsmithie, Dan is a life and executive coach when not out hiking, skiing or traveling.

David Bergheim

Chief Strategy Officer

David Bergheim

Chief Strategy Officer

David Bergheim joined Wordsmithie as Chief Strategy Officer following a 17-year stint in higher education, most recently as Director of Marketing at the University of San Diego’s School of Business Administration.  He was previously the Director of MBA Career Management at Emory University, and served as Associate Director and Alumnus-in-Residence at the Yale School of Management. David has an MBA from Yale and a Bachelor of Arts degree in English Literature from the University of Arizona. He lives in San Diego with his wife and two sons, and spends his free time coaching soccer and writing novels.

Jim Leeke

Editorial Director

Jim Leeke

Editorial Director

Widely experienced in journalism, marketing communications and advertising, Jim has worked with top creative agencies to deliver print, Internet and interactive projects to Fortune 500 companies. His expertise ranges from technology and healthcare/pharmaceuticals to defense and veterans issues. Jim is also the author/editor of six books, writing extensively on the Civil War and baseball. In addition to his Wordsmithie role, Jim is Co-founder and Creative Director of Taillight Communications.

Marlene Tam

Design Director

Marlene Tam

Design Director

Marlene brings vast experience in visual communications and creative direction that allows Wordsmithie to provide turnkey print and web deliverables to its clients. As Lead Graphic Designer for Google’s Global B2B division, she managed a team of designers and writers and also led branding efforts for the full range of visual collateral including Google Atmosphere, Google’s large-scale CIO summit. Prior to that, Marlene held positions with Bay Area companies Postini and MT Design, and was Senior Art Director for AAA Northern California, Nevada, and Utah. She is a Sifu (Master) in Wing Chun Kung Fu and a Certified Massage Therapist specializing in Acupressure and Tui Na.

Alex Kenin

Google Studio Director & Senior Editor

Alex Kenin

Google Studio Director & Senior Editor

Alex learned the technology marketing ropes at Google where she was a Product Marketing Manager for almost five years. As a Senior Editor at Wordsmithie, she continues her work with tech clients to craft marketing communications from case studies and whitepapers to blogs and social media. In her capacity as Google Studio Director, Alex does end-to-end project management, coordinating editorial and design teams to ensure that projects meet deadlines and exceed expectations. Outside of Wordsmithie, Alex runs an urban hiking tour business, Urban Hiker SF.

Carol Call

Business Development Director

Carol Call

Business Development Director

Carol started her business development career in college, and has helped companies connect with clients and their customers ever since. Committed to transparency and integrity in all her business and personal relationships, Carol loves being part of a team and is motivated by new challenges and creative solutions. Experienced as a client relationship manager (including in the music industry), she is also a professional photographer who has shot on movie sets, at concerts, for corporate and political events, weddings, and family events. She also enjoys reading, hiking, biking, traveling, and exploring nature with her husband.

Mark Fernandez

Director, Wordsmithie Asia

Mark Fernandez

Director, Wordsmithie Asia

Mark has nearly 25 years of experience in creative strategy with advertising agencies like Saatchi & Saatchi, J. Walter Thompson, TBWA and McCann. As a Creative Director, he has developed integrated campaigns for diverse categories, including personal/household care (P&G and Unilever), automobiles (Lexus, Toyota and Ford), infant food (Friesland Campina), banking (Standard Chartered and HSBC), technology (Hewlett-Packard), and beverages (Guinness and Tiger Beer). When he isn’t immersed in client work, Mark gets down to the serious business of conjuring up dramatic curries and pilafs. He lives in Singapore.

Khaleelah Jones

Khaleelah Jones

Social Media Lead

Khaleelah Jones

Khaleelah Jones

Social Media Lead

With a PhD in emerging media, Khaleelah has worked in the marketing industry for almost a decade. She leverages analytical skills honed by working for several tech startups (Living Social, WellTok, Group Commerce and TalentKode) and media agencies (TRUE) to create cross-cultural and multilingual digital and social media campaigns for a wide variety of companies and organizations. Khaleelah teaches at the University of Bristol plus enjoys traveling, blogging and doing yoga in her spare time.

Heidi J. Lafleche

Senior Editor

Heidi J. Lafleche

Senior Editor

Heidi launched her writing career as a newspaper and magazine journalist—most notably as a Boston correspondent for People magazine. She transitioned into marketing communications for business, helping clients find the right words to engage their audiences. Heidi writes within a range of industries including technology, healthcare, financial services, legal services, education and nonprofits. Her slogan: “Every business has a story. Let’s tell yours together.”

Eve Connell

Senior E-learning Specialist

Eve Connell

Senior E-learning Specialist

Eve spends most billable hours writing, editing and helping professionals of all stripes with communication skills and leadership development. With degrees in French literature, philosophy, and linguistics, she also enjoys helping businesses and entrepreneurs develop their brands. Fancying herself a successful worm rancher, singer and flower arranger, Eve also lends her talent and expertise to several non-profit arts and educational organizations.

Jennie Cohen

Senior Editor

Jennie Cohen

Senior Editor

After working as a Paris-based translator early in her career, Jennie made the regrettable decision to return stateside. She landed at Google AdWords, where she racked up free massages as the founding member of a creative team that launched industry resources and customer success stories. Next, displaying an impressive lack of foresight, she entered the digital journalism field just in time for its 2008 collapse. She then spent several years as editor of the History Channel website, covering trending topics like Henry VIII and the Black Death. Now she’s a freelance copywriter and editor who can be found in Target parking lots across New Jersey, eating Goldfish off the floor of a Subaru Outback.

Fritz Holznagel

Fritz Holznagel

Senior Editor

Fritz Holznagel

Fritz Holznagel

Senior Editor

Ryan “Fritz” Holznagel is an Emmy-winning writer specializing in clear and witty editorial for digital projects. In addition to writing on staff for Google, he penned Google’s hit HTML5 ebook, 20 Things I Learned About Browsers and the Web. Fritz’s writing clients include Intuit, Universal Studios, Ooyala and Wine.com, and he is also the co-founder of the popular biographical site Who2.com. He has earned cash and bragging rights as a past winner of the Jeopardy! Tournament of Champions.

Beth Silver

Senior Copy Editor

Beth Silver

Senior Copy Editor

Beth Silver was born to be a dancer. In college, it became apparent that she had the ankles of a writer, and thus a new path was pursued. Graduating with a degree in Writing for Film and Television, Beth began her career working in political media, soon turning to documentary film, writing and producing for clients such as NBC, AARP, USA on TV and PBS, where she received two Emmy nominations for an acclaimed documentary on child and adult literacy programs. She then roamed the Internet with fellow wordsmiths at Lycos in the 1990s, got hooked, and has been a copywriter and editor ever since. In her spare time, she founded The 101 Project, which mentors teens in transition, helping them find their best selves.

Jaime Santillan

Senior Designer

Jaime Santillan

Senior Designer

Jaime is a brand designer and photographer with over 20 years of experience helping people and organizations put their best face forward. He strives to create work that enriches lives and communities, going beyond aesthetics to drive action, generate results and push for change. Jaime has worked with clients across many verticals from consumer products to pharmaceuticals and tech, including Adobe, Apple, Hewlett-Packard, The Walt Disney Company, 3M, General Mills, Nestle Harman/Kardon, Eli Lilly, Abbott, Pfizer, Sony, and Google, among many others.

Ryan Bahrke

Designer

Ryan Bahrke

Designer

Ryan has more than a dozen years of experience in both design and account management, working with clients as varied as McGladrey, IndyCar and Starbucks. In addition to working with Wordsmithie, Ryan is a principal of Auslander Creative in Chicago. He is a car guy, loves to travel and enjoys watching the movie Rushmore at every opportunity.

Jason Rogers

Editor

Jason Rogers

Editor

A graduate of the College of William & Mary and La Sorbonne, Jason has worked in content marketing all over the world, serving as Director of Digital Marketing for the Chinese Language Institute in Guilin, China. Based in Washington, D.C., Jason covers the National Hockey League as a credentialed reporter and television analyst; he has wordsmithed for high-visibility institutions and companies from the United States Congress to Google. He loves hockey, hip-hop, and original hyperbole.

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Wordsmithie, Inc.
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