Madeline Fetterly
Founder and CEO
Madeline partners with executives and organizations to build influential personal brands that strengthen credibility, visibility, and professional reputation.
A recognized expert in executive branding, storytelling, executive communications, and LinkedIn strategy, Madeline helps leaders translate their expertise into thought leadership that advances both their careers and their organizations. In 2024, she was recognized as a LinkedIn Top Voice for her expertise and influence in professional branding.
Under her leadership, Be the Brand has partnered with thousands of professionals, including Fortune 500 executives, association leaders, entrepreneurs, and government affairs professionals, helping them elevate their presence and communicate with greater purpose and impact.
Madeline believes a strong reputation is one of the most valuable professional assets a leader can build. That philosophy shapes every aspect of Be the Brand's work, from one-on-one executive partnerships to workshops, retreats, and leadership development programs.
She is passionate about building meaningful partnerships, championing people and ideas, and creating people-first environments where individuals and organizations can grow with confidence.
Clay Ray
Principal, Content and Client Partnerships
Clay partners with executives and organizations to develop compelling content, strengthen executive brands, and build lasting client relationships.
With a background spanning marketing, fundraising, events, communications, and nonprofit leadership, Clay brings a strategic approach to storytelling that helps leaders communicate with clarity, authenticity, and purpose. Her experience in fund development gave her a deep appreciation for the power of strong narratives and meaningful engagement, skills she now applies to helping executives elevate their visibility and professional reputation.
At Be the Brand, Clay works closely with clients to shape content strategies that reflect their expertise, resonate with their audiences, and support their long-term leadership goals. She is passionate about building trusted partnerships and creating content that helps leaders communicate with confidence and influence.
Amanda Fedich
Principal, Marketing and Client Partnerships
Amanda partners with executives, organizations, and industry leaders to transform their expertise into influential personal brands that strengthen credibility, visibility, and professional reputation.
Amanda specializes in executive branding, content strategy, and thought leadership, helping clients define their voice and communicate with clarity across digital platforms. She is passionate about translating complex ideas into authentic narratives that resonate with audiences, elevate executive presence, and create new opportunities for career growth.
With a background spanning marketing, digital strategy, and client partnerships, Amanda has led communications initiatives across industries including technology, national security, fashion, nonprofits, and professional services. Before joining Be the Brand, she led content strategy at Luminary and contributed to marketing initiatives at Orva and Rue Gilt Groupe.
At Be the Brand, Amanda works closely with clients to develop long-term brand strategies that reflect who they are, what they stand for, and what they want to be known for. She believes the strongest executive brands are built through consistency, authenticity, and a clear point of view, creating lasting influence far beyond a single post or platform.
Hillary Lawless
Operations and Data Insights Manager
Hillary oversees internal operations, manages cross-functional projects, and helps ensure the team delivers an exceptional experience for every client.
With expertise in operations, project management, and data analysis, Hillary is responsible for optimizing workflows, improving processes, and leveraging insights to support strategic decision-making across the business. Her ability to combine organization with analytical thinking helps keep projects moving efficiently while supporting the continued growth of the firm.
In addition to leading internal operations, Hillary partners with clients on executive branding initiatives and plays an integral role in planning and executing Be the Brand's workshops, leadership programs, and professional development experiences. She is passionate about creating systems that empower both the team and clients to achieve their goals.
Sydney Gallimore
Social Media Manager and Graphic Designer
Sydney brings executive brands to life through thoughtful design, engaging social media content, and creative storytelling. She partners with the team to develop visual identities and digital content that help clients stand out while staying true to their voice and personal brand.
With more than 15 years of experience spanning graphic design, social media, community building, event planning, and content creation, Sydney has helped organizations of all sizes strengthen their digital presence and build meaningful connections with their audiences. Her experience includes leading community engagement for Yelp DC, producing large-scale events, and supporting brands ranging from National Geographic to local businesses and executive leaders.
Beyond her work with Be the Brand, Sydney is a freelance creative, community builder, and recognized culinary writer whose work has appeared in publications including Thrillist. She brings a collaborative, creative perspective to every project, helping translate ideas into visuals and experiences that leave a lasting impression.
