Inner Circle Labs is a strategic marketing communications group built on the following tenets:
- People do their best work when they have a personal passion for what they do
- PR people have a bad rep today and for good reason: too many people are peddling crap they don’t even like, let alone love, and selling the same old services to anyone with a budget
- It’s time for a change – time to head to the lab and find a new way to work within the highly engaged, social world to reach the inner circle
At Inner Circle Labs, we aim to change the world of the PR sell out. Unless we’d tell your story even if we weren’t getting paid, we won’t take on the engagement. Every marketer tells stories of their “favorites” but wouldn’t the world be better (and wouldn’t marketing have a much higher ROI) if you only worked with “favorites”? So yeah, we play favorites. We say “no” more often than we say “yes.” And even though this sometimes leads to an awkward conversation, in the long term everyone’s happier and a real impact is made on the bottom line.
Inner Circle Labs works with companies ranging from consumer startups to enterprise-focused innovators – in industries including music, robotics and crowdsourcing. And we work to reach your inner circle through all mediums available – traditional media, social media, thought leadership, events, network building, collateral creation, digital content, paid placement, etc. There is no “practice area” – there is no “social vs. traditional” – at the Labs, if we love it, we’ll do it. And, if you need help that falls outside of our tactical expertise, we’ll tap partners in our network to make it happen.
Headquartered in San Francisco, Inner Circle Labs was founded by Julie Crabill and Jonathan Neri in January 2010.
The Inner Circle Labs Team:
Julie Crabill, Founder & CEO
Julie is responsible for the overall vision and direction of the company and team. Before founding Inner Circle Labs, Julie spent 10 years in agency side PR with SHIFT Communications, Edelman and Weber Shandwick. In her spare time, Julie likes to maximize participation in frequent flier programs, categorize and log her wine collection and vie for reservations at any hot/new San Francisco restaurants.
Jonathan Neri, Founder & COO
Jonathan is responsible for the day-to-day operations, finance, technology, HR, etc… pretty much everything that isn’t marketing related. Prior to starting Inner Circle Labs, Jonathan spent 15 years in the investments industry, most recently with a large Bay area asset manager. When he is not at work, Jonathan enjoys new tech toys, drinking good beer/wine and traveling the world.
Melissa Roxas, Manager
Armed with more than seven years of PR agency experience, Melissa leads the day-to-day activities and media outreach at the Labs. She has worked all across the world of tech from consumer web to enterprise software. When not at work, Melissa loves watching reality TV (the crazier the better), shopping for great deals and planning fun vacations.
Meredith Klee, Associate
Meredith is an associate and came to the Labs with previous experience in broadcasting as well as marketing and public relations from the City & County of Denver. She leads our partners’ media relations efforts, supports the team on media strategy and facilitates day-to-day account activities. Since moving to San Francisco and joining the team, Meredith has found her passion and expertise working in the mobile apps and lifestyle space. A lover of bourbon and all things Gaga, Meredith enjoys exploring the city’s various brunch specials and is constantly chasing the sun for a good tan.
Paige Thelen, Manager
Paige is a manager at Inner Circle Labs and came to us with previous experience in entertainment, technology and hospitality. She manages our partner’s media relations efforts and leads the team on media strategy and day-to-day account activities. Since starting at the Labs, Paige has worked with companies in areas ranging from online social platforms to mobile apps, with additional experience in the consumer/lifestyle space. Beyond Inner Circle Labs, you can find Paige at a local concert, the newest San Francisco restaurant or soaking up the sun (or snow) in Lake Tahoe.
Audrey Craipain, Vice President
Audrey is a vice president at Inner Circle Labs with over seven years of PR experience working with start-ups and public companies in the consumer tech and lifestyle space. On a day-to-day basis, Audrey ensures partner activities are on track and results are being achieved, from coverage to writing and planning, Audrey enjoys it all! In her downtime, Audrey takes pleasure in the joys of urban farming in Oakland where she lives.
Maclay Coldren, Associate
Maclay joins Inner Circle Labs as an associate with experience in the consumer tech and lifestyle industries. She spends her time supporting our partners’ media relations efforts, while exploring event opportunities, tracking coverage, and ensuring all baseline activities are covered. Before joining the Labs team, Maclay worked on the Samsung Mobile account at MWW Group. Maclay enjoys exploring her new stomping grounds in SF, traveling, checking out music festivals and catching up on the latest celeb gossip.
Jessica Gross, Manager
Jessica joins the Labs as a manager equipped with years of experience in the consumer tech space. She helps lead strategy, media relations and day-to-day account activities. Over her tenure, Jessica has worked with companies in areas ranging from consumer electronics to online social platforms to gaming, and has developed relationships with an array of top tier media outlets. When out and about, she enjoys Indian cuisine, the San Francisco bargain shopping scene (Goodwill what!) and outdoor activities such as camping and snowboarding.
Morgan Flatley, Associate
As an associate at Inner Circle Labs, Morgan’s day-to-day activities include supporting our partners’ media relations efforts while also assisting with coverage tracking, research, events and baseline activities. Morgan joins the Labs team with a background in marketing and public relations on well-known food commodity brands as well as event planning from Torme Lauricella PR. When she is not working, this Texan lets her hunger for good eats and a great sale guide her through San Francisco.
Brittany Votto, Manager
Brittany comes to the Labs as a manager with previous experience in the consumer technology and lifestyle industries, which allowed her to build strong relationships with top tier reporters covering various technology beats. Day to day, she manages our partners’ media relations programs, builds media strategy plans and executes on daily account activities. When she’s not at the Labs, Brittany is most likely scouring the streets to find one of her favorite local fashion bloggers, catching up on Suri Cruise’s musings or deciding how to spend her hard-earned paycheck…. on another concert ticket or more baubles for her jewelry collection.
Adrienne DuComb, HR & Ops Manager
Adrienne returns to Inner Circle Labs as the Human Resources and Operations Manager. Her new role at the Labs has her working on day-to-day business operations and looking for ways to help the company continue to thrive by increasing employee and client morale. Outside of work, this San Francisco native and admitted foodie enjoys catching a movie at the Castro Theatre, adding to her growing comic collection and discovering the City’s hidden stairways.
Beth Wischnia, Associate
Beth joins Inner Circle Labs as an associate managing client baseline activities including media lists, coverage/industry tracking and speaking and award research. She previously worked with companies including Elena Antoniades, GO TEXAN and CopiaMobile, with a focus on social media, fashion, food, lifestyle and luxury public relations. A recent transplant from Texas, Beth is exploring San Francisco by eating and drinking her way through the city while making sure to never miss an episode of any of the ‘Real Housewives’ shows.
Julie Zappelli, Manager
Julie is a Manager at Inner Circle Labs. With experience rooted in consumer aesthetics and healthcare, Julie brings a unique perspective to her daily activities, which include strategy development, media relations and day-to-day account management. When Julie isn’t hard at work, she is likely out discovering a new travel destination, dining at her favorite city restaurants or enjoying all that San Francisco has to offer through the lens of her camera.
Samantha Robinson, Associate
Samantha is an associate and joined Inner Circle Labs with previous public relations and marketing experience in the non-profit and retail industries. Day-to-day, Samantha handles media research and baseline activities including coverage reporting and managing speaking and awards. Outside ICLabs, you can find her working on her yoga skills, reading a good book, using copious amounts of emojis in her text messages and rooting for the hometown heroes, the SF Giants.