Meet the team.

John Marshall

Founder & Chief Executive Officer

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John Marshall

Founder & Chief Executive Officer


John Marshall is the founder and CEO of Potential Energy Coalition, a nonpartisan, nonprofit marketing firm whose mission is to dramatically increase public support for action on climate change. John is a marketing expert with more than 30 years of experience advising the leaders of Fortune 500 companies on branding, marketing, innovation and corporate strategy. In addition to his role at Potential Energy, John is a professor of marketing at Dartmouth College.

 

In 2017, while he was a senior executive at a leading marketing firm, John’s son Henry came home from school and confronted John about wasting his skills selling shampoo and credit cards instead of addressing the biggest problem of our time – climate change. After being locked in his house for two days by his son, John created Potential Energy.

 

Prior to founding Potential Energy, John served as the chief strategy and innovation officer at Lippincott, global head of strategy and analytics at the digital agency Digitas, president of the public education company The Princeton Review and partner with the consulting firm Oliver Wyman. John has worked with the senior leadership teams of clients such as CVS Health, 3M, Samsung, eBay, Bank of America, and Bain Capital in developing strategy and driving growth.

 

John is a frequent industry commentator and speaker, whose writings on climate change and marketing have appeared in the Harvard Business Review, New York Times, Washington Post, Wired and Fast Company. His TED Talk on how to talk about climate change can be found here, and he recently delivered a keynote at Aspen Ideas: Climate. John graduated with an AB in Chemistry from Princeton University and an MBA with Distinction from the Amos Tuck School at Dartmouth College where he was a Tuck Scholar.

 

John is a resident of Jamestown, Rhode Island where he lives with his wife Lucia and his dog Ricky Bobby.

 

Eric Asche

President

Eric Asche

Eric Asche

President


Eric Asche is the President of Potential Energy Coalition, a nonpartisan, nonprofit whose mission is to accelerate the energy transition by driving public demand for solutions. Eric is an Emmy-winning social marketer who has been credited with developing some of the most successful, life-saving public education campaigns in history.

 

Before joining Potential Energy, Eric served as the chief marketing and strategy officer at Truth Initiative, the organization best known for the anti-smoking Truth campaign whose brand has become ubiquitous in pop culture and was named one of AdAge’s top campaigns of the 21st century. Eric was named a top health influencer by PRWeek and the top CMO for social responsibility by the CMO Club.

 

Before Truth Initiative, Eric was at GSD&M in Austin, Texas, where he led marketing campaigns for brands like AT&T, Southwest Airlines and Rolling Stone. Prior to that, Eric was part of a business development team at a technology start-up during the dot-com boom, where he led partnership development and fundraising.

 

Eric is a frequent speaker at industry conferences and a trusted advisor to policymakers and business leaders seeking to navigate the complexities of the energy transition. He graduated with a BS in Communications from Auburn University. War Eagle!

 

Eric enjoys being outdoors and is a firm believer in the power of individual action to create collective impact. He resides in Florida with his wife and three boys, where he continues to champion the cause of a cleaner, greener world for future generations.

Ernesto Alcantar

Senior Analyst, Strategy & Insights

Ernesto

Ernesto Alcantar

Senior Analyst, Strategy & Insights


As a core member of the strategy team, Ernesto leads PE’s messaging, research and strategy around topics like nuclear energy, electric vehicles, and extreme weather.

 

Before joining the team, Ernesto was a management consultant at Boston Consulting Group, where he led strategy and transformation work across sustainability, healthcare, and commercial banking. He graduated with a degree in Neuroscience from the University of Pennsylvania.

 

In his free time, he plays Ranchera music on the guitar and hoops in a recreational basketball league. Ask Ernesto about animal intelligence and how humans are not the sharpest tools in the shed.

Forrest Boleyn

Executive Creative Director

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Forrest Boleyn

Executive Creative Director


As Executive Creative Director at Potential Energy, Forrest leads creative teams, writes words, and pitches in wherever needed to help save the world (no pressure).

 

Prior to Potential Energy, Forrest spent 14 years everywhere else. A former creative journeyman, Forrest’s stops have included the world’s biggest (and smallest) agencies and clients, where he produced work for the likes of Wieden+Kennedy, Droga5, 72andSunny, Meta, Omaze and more.

 

Ask Forrest about ASMR.

Taylor Brazukas

Art Director

Taylor Brazukas

Taylor Brazukas

Art Director


Taylor joined PE as a Junior Art Director in June of 2022, and has been the human rolodex for fonts and color codes ever since. As part of the creative team, she sees the work from the idea all the way to the final-final-export-28.png.

 

Before this she attended the VCU Brandcenter, and followed alumni Forrest Boleyn and Casey Rand on their mission save the world with Potential Energy.

 

After hours you can find her starting 10 art projects at once, snuggling her dog Bug, and making concert plans. Ask Taylor about your birthday.

Katy Butler

Community Manager

Katy Butler

Katy Butler

Community Manager


At Potential Energy, Katy manages social media growth, email marketing strategy, and relationships with coalition partners.

 

Prior to Potential Energy, Katy spent a few years on The Hill in Washington DC, and has been working in social justice and digital activism for 10 years. She contributed to campaigns for climate justice, LGBTQ rights, mental health advocacy, voting rights and democracy, and anti-bullying.

 

Ask Katy about her time playing rugby.

Dan Clay

Senior Manager of Insights

Dan Clay

Dan Clay

Senior Manager of Insights


As Senior Manager of Insights at Potential Energy, Dan ensures all creative work is strategically grounded in the deep analytics of Potential Energy’s research. He also synthesizes insights for external distribution, helping with Potential Energy’s newsletter and knowledge sharing resources.

 

His career spans nearly 20 years in Brand, Marketing, and Communications, advising some of the world’s biggest companies, from Walmart to Google, on how they can best connect with their customers.

 

He’s also a novelist and drag queen. Ask Dan about Becoming a Queen!

Nicole Dorrler

Head of Marketing and Media Investment

Nicole Dorrler

Nicole Dorrler

Head of Marketing and Media Investment


Nicole serves PE as a leader for Marketing and Media Investment, driving critical mission strategies on things like clean energy and climate disasters.

 

Prior to PE, Nicole served as the Deputy Chief Marketing Officer at Truth Initiative, where she produced award-winning, lifesaving, anti-smoking, vaping, and opioid campaigns. During her 16-year run at Truth, she built winning strategies for media, production, social, experiential, analytics, advocacy, data, partnerships, and influencer marketing… to name a few.

 

Nicole has more than 25 years of high-level marketing experience for some of the world’s biggest brands. She’s garnered more than 400 awards, and been recognized by the American Marketing Association as 2016 Nonprofit Marketer of the Year, Chief Marketer for the 2018 Future CMO award.

 

Ask Nicole what cocktail she would make for you given your flavor profile.

John Eaton

Head of Media Investment

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John Eaton

Head of Media Investment


As Head of Media Investment, John translates strategy into high impact, cost efficient media programs.

 

John is a marketing and technology entrepreneur with over a decade of experience helping organizations to understand and move consumers. He’s worked in the public sector with communications teams like Climate Nexus and Art Not War, and as an executive in the private sector delivering marketing and research programs for Fortune 500 global enterprise clients at Ipsos, Mondelez, Fox. John’s start-up expertise includes founding a digital marketing agency, a social advocacy SaaS and a musical artist management firm. His early expertise in digital technologies includes electrical engineering in aerospace and managing, producing musical artists in the entertainment industry where he participated in Grammy award-winning projects.

 

Ask John about his horse named Texas.

Michael Gonzalez

Accounting Manager

Michael Gonzalez

Michael Gonzalez

Accounting Manager


As Accounting Manager at Potential Energy, Michael manages daily financial operations, implements controls and provides reports to stakeholders that aid in the mission of helping our planet.

 

Prior to PEC, Michael spent nearly a decade with a leading medical institution, wildlife, and land conservation nonprofits. In his free time, Michael loves learning and engaging with new technology, cooking and creating new experiences with family.

 

Ask Michael about traveling the world for free.

Julian Hollinger

Producer

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Julian Hollinger

Producer


As a Producer, Julian oversees project management of physical and post production ads. He organizes logistics, hires collaborators, creates and tracks budgets, and sees projects from ideation to publication.

 

Prior to PE, Julian worked as a Production Manager and Line Producer for commercial and documentary shoots after climbing the production ladder from a PA.

 

When he’s not producing you can find Julian writing and reading screenplays. Ask Julian about PE’s Production Onboarding Process.

Stephanie Holznagel

Executive Assistant

Stephanie Holznagel

Stephanie Holznagel

Executive Assistant


As Executive Assistant, Stephanie supports the Executive Team and assists with special projects for Operations & Development.

 

Prior to Potential Energy, Stephanie primarily worked in education, from administrative support to school counseling, and enjoyed years as a high school teacher. Even though Stephanie has dreams of being the next drummer in Beyonce’s band, she currently enjoys fancy donuts and true crime podcasts.

 

Ask Stephanie about The Purple Goat.

Zac Horne

Staff Accountant

Zac Horne

Zac Horne

Staff Accountant


Zac joined Potential Energy as the Staff Accountant in December 2021. Since then, he has managed all of PE’s invoice payments, employee’s expense reimbursements, among other ad hoc financial responsibilities, while ensuring compliance with Generally Accepted Accounting Principles.

 

Before Potential Energy, Zac worked in similar finance roles with the National Kidney Foundation and MDC Media Partners.

 

Ask Zac about other requests, like hearing an acoustic rendition of your favorite song.

Sara Justus

Executive Producer

Sara Justus

Sara Justus

Executive Producer


As Executive Producer at Potential Energy Coalition, Sara oversees creative from development through execution. Working to make the highest quality creative pieces to shift the narrative on climate change, while being mindful of budgets and timelines.

 

Prior to Potential Energy, Sara worked in entertainment production starting off in the film industry and for TV networks such as MTV, FreeForm and WGNA. She then moved into more traditional advertising at boutique creative agencies, and commercial production houses, giving her a wide range of experience in video, film, digital, social and print production.

 

Ask Sara how to play mahjong.

Emma Kirby

Senior Analyst, Strategy & Insights

Emma Kirby

Emma Kirby

Senior Analyst, Strategy & Insights


As a Strategy & Insights analyst at Potential Energy, Emma spends her time in the data, investigating what types of climate messages get people excited to make a difference (and what makes them angry, too).

 

Prior to Potential Energy, Emma was a business analyst in the tech world until she realized that she could use those same skills to help save the planet.

 

Outside of work, Emma loves to explore everything that her adopted home of California has to offer. Ask her about hosting the best Mardi Gras party west of the Mississippi.

Melissa Lee

Associate Director, Compliance & Contracts

Melissa Lee

Melissa Lee

Associate Director, Compliance & Contracts


As Associate Director of Compliance & Contracts, Melissa ensures that PE and our partners are aligned on shared goals, know the rules, and stay out of trouble.

 

Before PE, Melissa spent 11 years at Sierra Club, the oldest and largest grassroots environmental organization in the US, managing regulatory compliance for its 501(c)(3), 501(c)(4), and political programs.

 

Outside of work, Melissa spends her free time catering to her mini Goldendoodle and fixing up her 100-year-old house. Ask Melissa about making your own candles.

Dawn Lombardi

Vice President of Finance

Dawn Lombardi

Dawn Lombardi

Vice President of Finance


As Vice President of Finance at Potential Energy, Dawn leads and supports the finance team, provides financial data to both management and program departments, and serves as a point of contact for all financial matters.

 

Prior to PE, Dawn worked at various non-profits (Education, Healthcare, Social Services) and truly values the mission of each one.

 

Ask Dawn about her role, her amazing finance team, or what her favorite scary movie is.

Luis Lopez

Senior Analyst, Strategy and Analytics

Luis Lopez

Luis Lopez

Senior Analyst, Strategy and Analytics


Luis is part of the Strategy and Analytics team. He focuses on research and strategic initiatives for things like the Inflation Reduction Act and global communications.

 

After graduating from Wharton, he spent years in management consulting at AT Kearney, focusing on digital transformation and M&A for telecom and healthcare companies. Before that, he developed his marketing and strategy experience at an enterprise blockchain SaaS. His long-term commitment to climate progress goes back to teaching high schoolers to be climate leaders through UNC’s Climate Leadership and Energy Awareness Program.

 

Ask Luis about mindfulness and meditation.

Jessica Lu

Associate Director, Strategy & Insights

Jessica Lu

Jessica Lu

Associate Director, Strategy & Insights


Jessica works on strategy, research and analytics. She spends her time running tests, listening to everyday citizens, and going down internet rabbit holes – all to find out what (and how!) people actually think about climate change.

 

Prior to PE, Jessica was an analyst at the Draper Richards Kaplan Foundation, supporting entrepreneurs building innovative, non-profit startups and social enterprises to solve gnarly social issues. She graduated from Princeton University with a degree in Civil and Environmental Engineering.

 

Ask Jessica about the best way to brew tea.

Hailey Malach

Associate Campaign Director

Hailey Malach

Hailey Malach

Associate Campaign Director


Supporting campaign management and execution across channels, Hailey ensures our campaigns are as impactful as possible. She also develops data-backed program ideas to engage new climate warriors and build strategic relationships with partners.

 

Before receiving her Master’s degree in Political Management from George Washington University, you could find Hailey developing and producing digital content for CBS Interactive, NBCUniversal, and Vevo.

 

As a lifelong New Yorker (who can navigate the subway system with her eyes closed) and an expiring Driver’s Permit, Hailey might just have the lowest carbon footprint. Ask Hailey about the Spice Girls.

Sarah O’Neil

Senior Manager, Analytics

Sarah O'Neil

Sarah O’Neil

Senior Manager, Analytics


Sarah is a data scientist, currently building out Potential Energy’s cloud-based infrastructure and extracting insights from larger datasets.

 

Before joining the team, Sarah worked as a data professional across various sectors like public health, energy, and EdTech.

 

Sarah loves taking walks in the woods behind her house with her husband and two dogs. Ask Sarah about the time she found herself jogging with Lance Armstrong in Leadville, Colorado.

Kristin Owen

Director, People and Operations

Kristin Owen

Kristin Owen

Director, People and Operations


Kristin has been with PE since the start, and worn quite a few hats in her time here. But she definitely likes her current role best: building company culture and making PE an awesome place to work.

 

Before PE, Kristin worked in book publishing, spearheading much of the Penguin Random House merger and trying to keep her cool whenever celebrity authors were in the building. She left partially because she was worried about the structural integrity of her home if she kept getting free books.

 

Ask Kristin about how to make a travel binder. OR Ask Kristin about sleep training babies. OR ask Kristin about something else because both of those are boring?

Laura Rokoff

Senior Director of Development

Laura Rokoff

Laura Rokoff

Senior Director of Development


Laura joined Potential Energy Coalition in 2020 to lead the Development Department. Laura, in partnership with the CEO, leads the team responsible for raising the revenue needed to power Potential Energy’s impact.

 

Laura has over a decade of experience in fundraising, building strategic partnerships, and external communications. She has worked extensively with C-Suite executives, philanthropists, and senior government officials. Her background also includes developing high-impact innovative public private partnerships for the City of New York.

 

Ask Laura about the secret ingredient for Bloody Mary’s

Maureen Smith

Senior Manager, Development

Maureen Smith

Maureen Smith

Senior Manager, Development


As Senior Development Manager at Potential Energy, Maureen writes, researches, and manages processes to resource campaigns and programs that drive action on climate change.

 

Before this, she spent three years at Indivisible working to resource pro-democracy efforts during critical moments, including the 2020 election. As a creative strategist and fundraiser, she’s worked with Americans for the Arts, the Kennedy Center, Jenny Holzer Studios, and the National Museum of Women in the Arts.

 

Ask Maureen about her trip to Iceland.

Elan Strait

Head of Policy and Impact

Elan Strait

Elan Strait

Head of Policy and Impact


Elan served in the State Department as a negotiator on the Paris Agreement, the National Security Council in the Obama Administration, and under John Kerry in the Envoy’s office in the Biden Administration. In between, he founded and ran the We Are Still In campaign, which helped states, cities, and businesses uphold the Paris Agreement after the US withdrew during the Trump Administration.

 

He lives in DC with his wife and his dog Scout, who was born mostly deaf but pretends to be completely deaf. Ask Elan about obscure 1990s baseball players.

Linsey Sutherland

Senior Performance Marketing Manager

Linsey Sutherland

Linsey Sutherland

Senior Performance Marketing Manager


As Senior Performance Marketing Manager at Potential Energy, Linsey leads media implementation, optimizations, and metric analysis to ensure media is delivered in the most efficient way.

 

Before Potential Energy, Linsey led paid media at Gusto and managed campaigns for numerous non-profits including ASPCA, Make-a-Wish, World Wildlife Fund, and Conquer Cancer Foundation.

 

Ask Linsey about dough.

Olga Usov

Senior Digital Experience Manager

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Olga Usov

Senior Digital Experience Manager


As Senior Digital Experience Manager, Olga oversees the online presence of our leading programs. Her work focuses on delivering best in-class UX, system integration and website production.

 

Before Potential Energy, Olga spent 10 years growing the e-commerce business for Louis Vuitton.

 

When she’s not at her desk, you can find her doing yoga in her garden, taking photos, or traveling the world with her husband and son, exploring global culture and cuisine. Ask Olga about meditation.

Sergio Velasquez-Rose

Head of Strategy and Analytics

Sergio Velasquez Rose

Sergio Velasquez-Rose

Head of Strategy and Analytics


Sergio joins PE after years of strategy and marketing experience at McKinsey & Co and Saks OFF 5TH. At McKinsey, Sergio was a leader within the Growth, Marketing, & Sales practice, where he consulted on growth strategy and marketing and helped to develop the firm’s agile marketing platform.

 

At Saks OFF 5TH, Sergio led marketing strategy, insights, and the loyalty program. Sergio has also spearheaded numerous diversity, equity, and inclusion initiatives throughout his career. Sergio received a B.S. in Chemical Engineering from Louisiana State University and an M.B.A. from Harvard Business School. Before that, Sergio spent nearly a decade in the oil and gas industry on large scale projects across five continents.

 

When not strategizing or analyzing data, Sergio indulges in culinary delights, attends Broadway performances, and savors espresso cortado. Ask Sergio how to find a great coffee spot while traveling!