MINNEAPOLIS, MN (May 27, 2022) – Collective Measures (CM), an employee-owned performance marketing agency, announced a series of strategic shifts to its Board of Directors, including naming Liz Barrere as Board Chair and onboarding two senior leaders as new board members, Laura Liu and Rachael Marret.
These Board of Directors transitions follow two consecutive years of record-breaking growth for Collective Measures, solidifying projected future momentum. The agency has grown by more than 30% in revenue since 2020 alone.
Board Chair transition: Liz Barrere succeeds Nina Hale, Collective Measures’ founder, as Board Chair
In 2005, Nina Hale founded Nina Hale, Inc., now known as Collective Measures. She transitioned the agency to an employee stock ownership plan (ESOP) in 2014 and has served on the board in the capacity as Chairperson ever since. Nina’s succession was carefully planned and has positioned both the board, and Collective Measures as a whole, to continue its growth trajectory.
Incoming Board Chair is Liz Barrere, a CM board member since 2020. This transition was made official on January 1, 2022. Liz’s marketing leadership, combined with her overall business acumen, makes her the ideal fit to lead the Collective Measures’ board.
“Nina will always be a core part of Collective Measures’ legacy. We are grateful for all she contributed and for how she strategically planned her succession,” Donna Robinson, Collective Measures’ CEO, commented. “Liz has played a critical role in Collective Measures’ recent growth. Her historical knowledge, paired with her vast c-suite business experience, makes her the right person to lead the board through the next phase of growth.”
New board additions: Laura Liu, Rachael Marret, Luke Schlegel, and Allison McMenimen Bakken
Four new members have joined the Collective Measures board in 2022 to further propel agency growth. New board additions include two accomplished senior leaders — Laura Liu, former SVP of International at Northwest Airlines, and Rachael Marret, former President of McCann Minneapolis — as well as two long-time Collective Measures executives, Luke Schlegel and Allison McMenimen Bakken, who were recently promoted to CFO/COO and EVP, Managing Director, respectively. These new additions will join existing board members Donna Robinson (CEO) and Nancy Dahl.
“Collective Measures is in an important phase of growth, which requires the Board of Directors to provide crucial guidance,” Liz Barrere stated. “Laura and Rachael will do this by bringing a fresh perspective, priceless industry knowledge, and years of business experience to their roles.”
As an accomplished senior executive with experience in both the corporate and non-profit sectors, Laura Liu will oversee the financial operations of Collective Measures.
“I’m excited to be joining the board of Collective Measures at a time of great change and growth,” Liu said. “I admire the dexterity and skill they’ve used to navigate the challenges of the last few years. Where others may have floundered, Collective Measures has relied on their values and strategic vision to find new opportunities. I can’t wait to add my voice to this strong team.”
Rachael Marret will guide Collective Measures by drawing upon her experience leading globally recognized agencies and corporate marketing teams.
“As a female agency leader, I have been cheering on the success of Collective Measures since they were founded a dozen years ago,” Marret stated. “They have created a strong culture of excellence and camaraderie and I am looking forward to working with their team to position the business for their next phase of growth.”
