it's all cUltre.
And we're obsessed with it.
How people live, what they believe, and why they spend. The social shifts, economic undercurrents, category shakeups, and human behaviors. It’s the reason a flavor takes off. Why a campaign catches fire. Why some brands fade and others break through.
At Spool, we track it all and tie it together. Always-on. Always evolving. Always with something to say about where the world is headed and where brands fit in.
Through constant pattern-finding, deep business analysis, and our team’s relentless curiosity, we turn everyday signals into traction, relevance, and results.
That’s the lens we build through.
Now, let's get to work.
the
spOol systEm
Our process for delivering exceptional work.
culture deep dive
First up, we map out what's moving the world. What’s lighting up social feeds, where economic winds are blowing, what editors are chasing and what they’ve already stopped covering. Our trick to making something that matters is knowing what matters right now.
business immersion
Next, we dig deep into a brand's business—listening to earnings calls, dissecting consumer data, understanding what matters in the boardroom and tracking where the competition is leaning in or lagging behind. Some call this the 4C's, we call it fun.
impact & optimization
Vanity metrics are nice, but we look for impact. Our "Total Impact Scorecard" tracks what matters—brand lift, site traffic, engagement spikes—and uses that info to double down on what's working to make the next wave even stronger.
strategy
Now we put it all together. This is the sweet spot: where cultural heat meets business acumen, and real strategic direction comes into focus. We lay the foundation for how our clients' brands need to show up, what they should say, and why it matters.
“A line will take us hours maybe;
Yet if it does not seem a moment’s thought;
Our stitching and unstitching has been naught.”
- w.b. yeats
the dream tEam.
Catherine Merritt
Founder, CEO & STRATEGY
Leads Spool’s vision, strategy, and growth while serving as senior counsel to clients and teams alike.
Jody Moore
Partner, SVP,
Operations & Strategy
Builds the culture and systems that power Spool, providing clients with expertise in crisis, employee engagement, and organizational strategy.
Jimmy Szczepanek
Strategy
Expertise in food, nutrition, wellness and health, counseling clients and harnessing earned engagement with media and stakeholders
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Brant Herzer
Group Creative Director
Transforms cultural sparks into bold, brand-defining work that get people talking.
Taryn Parker
Taryn Parker, VP,
Account & Strategy
Leads client strategy and integrated campaigns that make brands culturally relevant and impossible to ignore.
Maura Gallagher
Account DIRector
Turns complex challenges into clear, high-performing campaigns that deliver.
Ashley Black
Art Director
Blends strategy and design to bring ideas to life in ways that capture both attention and emotion.
ANNA mcandrew
Senior Account Executive
Leads media relations and client success with precision, insight, and heart.
Steph Ford
Account Executive
Supports client programs through sharp media instincts, reliability, and collaboration.
Parker Rhodes
ASSISTANT ACCOUNT EXECUTIVE
Brings focus, initiative, and enthusiasm to media outreach and day-to-day account support.
Let's gOOOoooooooooo!!!!
OUR CULTURE
become a part
of oUr faBric.
We’re only as good as our people, which is why we take such good care of them.
We believe great work starts with happy, balanced people, and ours are not only encouraged, but asked to lead full lives outside of work. When they do, they bring that energy, perspective, and creativity right back in. We don’t like jerks or egos and we believe that mutual respect is the key to strong partnerships.
Ask anyone at Spool to recite and talk through them, and they will, gladly. It all starts with Authenticity, showing up and celebrating as our true selves to foster trust, respect, and real connection in everything we do. Curiosity drives us to ask questions that uncover insights and spark better ideas. Agility keeps us moving quickly and working smart to meet the evolving needs of our clients and our teams. Impact is our promise to deliver work that moves things forward in meaningful ways. And Accountability is what ensures we follow through, always, so that what we create drives real change for our clients, our communities, and our world.
Our values aren’t words on a wall. They’re how we show up, lead, and build something better together.
The ideas, people, and brands that win tomorrow are being built today, and we’re invested in them.
Spool Ventures connects our clients to what’s next by investing across food, farming, retail, AI, water tech, and sustainability. More than half of our 70+ startup portfolio
is led by underrepresented founders, aligning growth with impact.
Spindle is our startup arm, investing time and resources in emerging brands led by underrepresented founders through reduced-rate services. It helps close equity gaps while strengthening our team’s entrepreneurial edge.
Founded in 2018 by Catherine Merritt, Spool is a proud woman-owned and run company.
Spool holds multi-year certifications from both the Women’s Business Enterprise National Council (WBENC) and the Small Business Administration’s Women-Owned Small Business (WOSB) program.
We’re always looking for curious, collaborative, and creative thinkers who want to do meaningful work with great people. When we have open roles, you’ll find them here, but even if
we don’t, we’d still love to hear from you. Follow us on social, reach out, and check back for future opportunities.
If you’re an experienced consultant or freelancer, consider joining our Spool Specialists network, a community of senior-level talent that brings sharper thinking and flexibility to client work. Send us a note and we’ll share more.
