AEC Marketing for Principals
by Katie Cash and Judy Sparks
AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.
Episodes
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Transforming AEC Marketing Through Strategic Change with Kevin Johnson
Strategic marketing for AEC firms starts with a simple discipline: understanding the business before producing the deliverable. Katie sits down with Kevin Johnson, Senior Director of Marketing and Sales Enablement at H.J. Russell & Company, to talk about what it actually takes to build a…
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You Can’t Scale Chaos: Why Project Management Matters in AEC
Project management in AEC firms generally doesn't go beyond the technical aspects of the business, such as schedules, budgets, and quality controls that keep a building on track. Marketing rarely gets the same discipline. Even though marketing teams juggle their own budgets, deadlines, and…
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How UNC Chapel Hill Thinks About Capital Projects, Design Partners, and the Future of Campus Planning
Higher education capital planning, university procurement, and what it really takes to win AEC work with a public university anchor this conversation with Howard Wertheimer, FAIA Emeritus, LEED AP, Interim Associate Vice Chancellor for Facilities at UNC-Chapel Hill. Howard has spent more than two...
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From Proposal Production to Strategy: How AEC Marketing Must Change
AI promised AEC marketing teams more speed. What it delivered was a mirror. Katie Cash sits down with Rachelle Ray, Head of AEC Marketing Innovation at OpenAsset, about what has genuinely changed in proposal production since AI entered the workflow, and what has simply been exposed rather than...
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The Evolving Role of AEC Marketing Inside JE Dunn’s Industrial Business Unit
AEC marketing is shifting from a reactive, proposal-driven function into a strategic discipline that drives demand. Justin Davidson of JE Dunn has helped lead that change from the inside. Katie Cash talks with Justin about how that shift played out inside one of the country's largest builders,...
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How to Build a Data-Driven Growth System for AEC Firms with ProjectMark's COO, Noel Brady
If your firm is still waiting for the RFP to show up before getting serious about winning the work, you are already behind. Katie Cash chats with Noel Brady, Co-Founder and COO of ProjectMark, the CRM built specifically for the architecture, engineering, and construction industry. They talk about...
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Inside The Modern AEC Marketer with Judy Sparks
The old AEC marketing playbook is no longer enough, and as the AEC truth teller, Judy Sparks is here to say what the industry has been too polite to admit out loud… the way you’ve always done it is quietly costing you work. Judy Sparks, Founder and CEO of Smartegies and Amazon bestselling author…
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Why Podcasting Belongs in Your AEC Marketing Plan with Tom Schwab
Podcasting may be the most underutilized business development tool in the AEC industry right now. Tom Schwab, CEO and Founder of Interview Valet, is joining Katie Cash to explain why they believe podcast marketing deserves a real seat at the table in every AEC firm’s growth strategy. Podcasting...
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Inside Gensler Atlanta: Leadership, Culture, and the Future of AEC
Good leadership in architecture has never been just about knowing how to design a building. Tory Winn, Principal and Co-Managing Director of Gensler's Atlanta office, has thought a lot about what it actually takes to lead well in this industry, and it comes down to people. How you build a team…
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Why Process Discipline Is the Hidden Advantage in Engineering Firms
Great engineering firms do not scale on talent alone. They scale on repeatable systems and a culture of accountability. Suzie Engel, PE, President and Owner of Motz Engineering, shares how she transformed her firm by building a process-driven culture that improves communication, protects quality,...
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Aligning Executive Vision with Brand Strategy with Brasfield & Gorrie's Emily Cannon
Brand is no longer a support function in AEC. It is a strategic lever that shapes perception, culture, recruitment, and long-term growth. Katie Cash sits down with Emily Cannon, Vice President of Brand Strategy at Brasfield & Gorrie, to discuss what it really means to elevate the brand to the...
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Engineering Firm Leadership and Marketing Alignment with Barge Design Solutions
What does it take to lead a 70-year engineering firm into its next chapter of growth without losing the culture that built it? Katie Cash sits down with Carrie Stokes, President and CEO of Barge Design Solutions, and Erika Booker, Chief Marketing Officer of Barge Design Solutions, to unpack how...
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How Big Urban Projects Get Funded, Approved, and Built with Jack Cebe from The Stitch
What does it really take to get a major urban infrastructure project funded, approved, and built? Jack Cebe, President & CEO of The Stitch at the Atlanta Downtown Improvement District, shares how his team is working to transform three-quarters of a mile of interstate highway into a 17-acre urban...
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Preparing the Next Generation of AEC Leaders at Georgia Tech with Dr. Georg Reichard
The future of the AEC industry is being shaped long before professionals step onto a jobsite, and it starts in the classroom. Dr. Georg Reichard shares how Georgia Tech’s School of Building Construction is reimagining construction education to better align with industry needs. From hands-on,...
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Commercial Real Estate Trends AEC Leaders Should Watch with Jue Wang
The future of commercial real estate is being shaped by a more intentional, client-first approach that prioritizes alignment, transparency, and long-term value across every decision. As market conditions shift and expectations evolve, firms that lead with clarity and objectivity are redefining…
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Data Driven AEC Marketing And Knowledge Management with Katie Robinson
What happens when AEC marketing owns the data story and becomes a true strategic partner to the firm? Katie Cash sits down with Katie Robinson, Chief Marketing Officer at LS3P, to unpack how a traditional proposal shop evolved into a firmwide, agency-style marketing and knowledge management team....
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AEC Marketing Budgeting From the Ground Up with Jason Kruger
Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms. Katie Cash sits down with Jason Kruger, Partner at Citrin Cooperman, to explore how AEC leaders can better align sales, marketing, and finance for intentional growth. Together,...
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Knowledge Is Power: How AEC Firms Are Leveraging Data to Win Smarter with Chris Parsons
Knowledge has become one of the most valuable assets in the AEC industry. Chris Parsons, founder and CEO of Knowledge Architecture, joins host Katie Cash to explore how firms can transform scattered project data and expertise into a true competitive advantage. Together, they discuss the rise of...
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Driving Impact at the Intersection of Marketing, Sales, and Strategy in AEC with JE Dunn Construction’s Lee Jarboe
Winning more of the right work starts long before the RFP. It starts with pipeline discipline, proactive positioning, and breaking down silos. Marketer turned business developer Lee Jarboe, FSMPS, CPSM of JE Dunn Construction, shares how accurate pipeline data, smart market mix, and account-based...
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Building a Business, Brand, and Culture with Natalia Castro
Great firms aren’t just built on great design; they thrive through smart operations, strong culture, and client-focused strategy. Natalia Castro, COO of Saltz Michelson Architects, shares her unconventional path from crime analysis to leading operations in a 50-year-old legacy architecture firm....
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Why Case Study Stories Matter More Than Ever with Leslie Blaize
People remember stories, not facts—and that’s why your case studies might be your strongest marketing tool. Leslie Blaize, freelance content strategist and case study expert at Blaize Communications, joins host Katie Cash to dig deep into the power of storytelling in AEC marketing. Together, they...
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They Ask, You Answer: Winning Work Through Trust and Transparency in AEC
Trust is no longer earned at the table; it’s built far before the meeting begins. Marcus Sheridan joins Katie Cash to unpack how AEC firms can grow their business by becoming radically transparent and strategically human in their content. From overcoming outdated marketing norms to building trust...
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From B2B to P2P: Building Brand Through Employee-Generated Content in AEC with Ethan Olkovikas of HGA
How do you build trust, attract top talent, and finally make your marketing hit home? This time around, Katie’s chatting with Ethan Okovikas, Operations Manager at HGA, whose fashion background surprisingly led him into the world of AEC. They talk about how storytelling is at the heart of both...
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AEC Growth, Marketing, and Innovation with Carrie Gonzalez
Want to make a real impact in your AEC business? Today, Katie chats with Carrie Gonzalez, Director of Marketing at SSOE Group, about her journey from intern to key leader in growing the 1,500-person firm. She talks about how staying flexible and thinking outside the box helped them break into new...
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From Startup to Success
It’s easy to forget how much architects, engineers, and contractors influence our communities and daily lives. Host Katie sits down to talk with Malory Atkinson, co-founder of the women-led firm Shear Structural, about how the AEC industry does more than just design spaces. She’s all about…
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Why Marketing Works Best When Everyone’s On Board
When change is in collaboration it never feels forced. Vickie Oshima, VP of Marketing at Architecture & Design Firm AO, joins Katie Cash to unpack how she tackles marketing in a firm with 17 specialized studios. She talks about juggling different business needs, keeping marketing in line with the...
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Harnessing Data for Smarter Growth in AEC Firms
In the fast-changing AEC industry, building strong relationships and using data-driven strategies are key to staying ahead of the competition. In today’s episode of AEC Marketing for Principals, Katie welcomes Scott Steiding, Chief Growth Officer of Bennett & Pless, to chat about why soft skills,...
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SmartWIN25 Speaker Spotlight: Jenn Friedman - Data Strategies for AEC Firms
Imagine knowing how to leverage metrics to tell your firm’s story and win your next big project. It’s time to turn data into a powerful ally that drives your business growth! Architecture, engineering, and construction firms can revolutionize their growth strategies by decoding data and creating...
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SmartWIN25 Speaker Spotlight: Erica Wozniak Fisher No Small Feats in Marketing
Strategic marketing investments can transform small AEC firms into industry leaders. Katie Cash kicks off the SmartWin 2025 Speaker Spotlight Series with guest Erica Wozniak Fisher, Director of Marketing and Business Development at The Arkitex Studio. Erica shares her journey from managing major...
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Mastering Brand Marketing and Recruitment in AEC
In today’s talent war, outdated HR practices are holding firms back. The way forward is to create workplaces that attract and retain the best people. In this AEC Marketing for Principals episode, host Katie Cash and co-host Judy welcome Mark Zweig, founder and CEO of Zweig Group, a leading AEC...
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Making An Impact: The Future of AEC Lies in Innovative CRM Solutions
CRM systems are revolutionizing project management and collaboration in the construction industry. Today, Katie talks with Tom Deane, Co-Founder and CEO of ProjectMark, about how their user-friendly CRM helps construction teams of all sizes get started easily. They explore how AI and automation…
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Making an Impact: Smarter Decisions and Stronger Teams With The BOSS Method
Strategies and operations are key to helping your team make smart decisions, work more efficiently, and adapt to a changing market. Join Katie in this episode as she sits down with Stu Haney, Management Consultant of AEC OPS to talk about his innovative BOSS method. They’ll talk about the...
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Making An Impact: Unleashing Creativity with Strategic Business Solutions
As a professional, you probably work hard to perfect your craft but might be neglecting the essential skills of business management. In this episode of AEC, Katie chats with Kyle Peterson, Principal and Business Leader at Nelson Worldwide, about his role managing six studio locations and how his...
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Making An Impact: Successful AEC Hiring with Bryce Batts
Katie is back and talking to Bryce Batts, a seasoned recruiter and co-owner of Career Collective, to explore attracting and retaining top talent in the AEC industry. Bryce emphasizes the need for swift communication and efficient interview processes to capture high-caliber candidates' interest.…
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Making An Impact: Mentorship and Innovation in the AEC Industry with Tara Bleakley
Katie Cash talks with Tara Bleakley, Associate Director for Market Transformation and Development at the USGBC's Florida chapter. Tara shares a brief overview of her career, starting with a background in art history and art business, which led her to various marketing roles from London to…
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Making an Impact: Shaping the Future of AEC Marketing
Securing future work and attracting top talent are the lifeblood of the AEC industry, a reality that hosts Katie and Judy passionately emphasize in the season six premiere of AEC Marketing for Principals. This season’s theme, “Making an Impact,” focuses on HR and recruiting tactics, business...
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SmartWIN24 Speaker Spotlight: Brad Ewing - Building Relationships for Successful AEC Project Pursuits
Katie sits down with Associate Principal and Regional Practice Leader, Brad Ewing, AIA, NCARB, LEED AP, from NELSON Worldwide. Brad talks about one of the unexpected skills that architects need to master–sales. He emphasizes the importance of being adaptable and flexible for career progression in...
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SmartWIN24 Speaker Spotlight: Tiffany Konenkamp - AEC Branding and Mergers
Do you feel lost in the sea of mergers and acquisitions? Katie is talking with Tiffany Konenkamp, CPSM, from Century Fire, about branding and M&A in the AEC sector. Tiffany discusses the nuances of acquiring smaller firms, focusing on the need to balance respect for the acquired company's brand...
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SmartWIN24 Speaker Spotlight: Mike Macon - Strategies for Pursuing Large-Scale Projects
Katie is back with Balfour Beatty's Senior Vice President, Mike Macon, discussing the construction giant's brand strategy and competitive positioning. Mike details the company's approach to winning large public sector projects, emphasizing the necessity of aligning with client expectations, the...
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SmartWIN24 Speaker Spotlight: Greg C. Hart - Navigating AEC Industry Data Dynamics
Katie continues her SmartWIN24 speaker spotlight series with Greg C. Hart. - President of PSMJ. He discusses the critical need for a deep understanding of the nuanced challenges and opportunities that the AEC sector faces, particularly considering the varied effects of macroeconomic trends. By...
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SmartWIN24 Speaker Spotlight: Megan Gregory - Leveraging Paid Media to Build Know, Like and Trust Factors
The challenges businesses encounter in generating pipeline and revenue have changed. SmartWIN24 speaker and Smartegies Alliance Partner Megan Gregory joins the podcast. With two decades of sales and marketing expertise, Megan offers insights into contemporary marketing strategies. Specifically...
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SmartWIN24 Speaker Spotlight: Greg Johnson - Enabling Your Growth Sherpas
Are you enabling the people at your firm to help you grow? Katie welcomes Greg Johnson, PE, a Partner at the distinguished MEP engineering firm Newcomb and Boyd, to the podcast. Greg discusses investments in marketing and business development resources, emphasizing the role of networking and...
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SmartWIN24 Speaker Spotlight: Brooke Lewis - Leveraging Mergers and Acquisitions to Build Your AEC Brand
Brooke Lewis, CPSM, Associate Director of Marketing for Stratus Team, LLC, sits down with Katie on today’s episode. Lewis oversees marketing across all firm locations and discusses her first-hand experience with M&A, the challenges of building a marketing team and brand from scratch and adapting…
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SmartWIN24 Speaker Spotlight: Jeff Kinsler - Navigating the Media Multiverse in the AEC Industry
Jeff Kinsler, Senior Account Executive and Media Consultant for OUTFRONT Media joins the conversation today. Kinsler outlines OUTFRONT's operations, highlighting its commitment to leveraging creative design for business growth. He delves into the evolution of out-of-home advertising, including…
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SmartWIN24 Speaker Spotlight: Katie Harris - Communications Strategies for AEC M&A Success
Host Katie Cash chats with Smartegies Alliance Partner, Katie Harris. In this episode, Katie provides growth strategy insights for design, engineering, and development firms. She highlights the evolving marketing role in the AEC industry, focusing on the vital need for effective internal and...
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SmartWIN24 Speaker Spotlight: Beth Ament - Diversifying the Tools in Your AEC Toolbox
Host Katie Cash sits down with Beth Ament - Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company. Together, they reflect on the evolution of business development and marketing within the AEC industry. They discuss the importance of...
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SmartWIN24 Speaker Spotlight: Joe Walker – Building Big Brands with Small Firms
Katie continues her speaker spotlight series with Joe Walker, the Founding Principal of Walker Architects and host of the "Design For An Agile World” podcast. The discussion centers on the firm's agile design approach, particularly in sectors like higher education, advanced manufacturing, and...
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SmartWIN24 Insights: Secrets of AEC Brand Positioning
There are several things to consider when you are creating your brand and trying to differentiate it from others in the design and construction industry. Katie and Judy engage in a discussion about the challenges of crafting a positioning statement, particularly for multidisciplinary firms and...
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SmartWIN24 Speaker Spotlight: Eric Anest – Strategies for Successful M&A for AEC Firms
Host Katie Cash sits down with Eric Anest, Senior VP of Marketing and Communications at Salas O'Brien, to discuss the integral role of marketing and effective communication in Mergers and Acquisitions (M&A) in the AEC industry. Eric shares insights from Salas O'Brien's 30+ mergers that grew the...
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SmartWIN24 Speaker Spotlight: Mike Hoffman on the Application of Digital Marketing for AEC Firms
This SmartWIN24 speaker spotlight features Mike Hoffman, i-Heart Media's Director of Brand Partnerships. He sits down with Katie Cash to talk about radio advertising's effectiveness for B2B companies, with a focus on the AEC industry. Mike shares his insights and emphasizes the importance of…
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About this show
AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.
Hosted by
Katie Cash and Judy Sparks
Categories