Exclusive CPSM Learning Series 2.0

Wally is a BD expert who currently leads business development, major pursuits, and proposals for HDR’s Federal program. His career spans nearly 40 years in technical, operations, and marketing positions with small to very large firms. Wally combines his experience in management, leadership, and training to develop and share creative approaches while advancing the business development practice.

RoLynne Hendricks, CPSM, is a seasoned executive and business coach known for driving organizational growth through strategy, leadership, and relationships. With expertise in strategic planning and execution, leadership development, succession planning, and cultivating thought leaders, she helps individuals and firms achieve clarity, accountability, and measurable results.

As a Principal and Chief Strategy Officer at Spectrum Engineers, RoLynne shapes the firm’s long-term vision and market strategy. She also serves on multiple boards, including Spectrum Engineers, the Utah Society of Healthcare Engineers, and SMPS Utah, as past-president. RoLynne is a Certified Professional Services Marketer. 

RoLynne and her family, live in Oakley, Utah, where they raise reining horses—and a few other animals—while balancing the demands of business, family, and all that life has to offer.

Jennifer Wahl, FSMPS, CPSM has more than 25 years of marketing experience across all three sectors of the architecture, engineering, and construction industry. She has led firmwide initiatives spanning branding, thought leadership, CRM implementation, and pursuit strategies for major projects, always with a focus on positioning firms for growth and measurable results.

 A founding member of the SMPS Northeast Ohio Chapter, Jennifer is a Fellow of SMPS and a Certified Professional Services Marketer. She has also served nationally on the SMPS Professional Development Advisory Council and as a Marketing Communications Awards juror.

As Chief Marketing Officer at Tighe & Bond, Keri Drake leads the firm’s marketing and communications strategy, shaping a brand vision that advances business goals and strengthens market presence. As a member of the Senior Leadership Team, she guides firm growth and operations, while also serving as Senior Advisor to the Diversity, Equity & Inclusion Committee, championing initiatives that foster an inclusive workplace. Keri recently spearheaded the firm’s brand refresh, ensuring it reflects Tighe & Bond’s evolving identity and strategic direction. With deep expertise in A/E/C marketing and leadership, she brings a big-picture perspective on the important role proposals play in pursuit strategy and leverages her skills to enhance storytelling, sharpen competitive positioning, and create operational efficiencies that scale. Passionate about aligning strategy with execution, Keri is recognized for transforming complex ideas into compelling narratives that resonate with clients, inspire teams, and drive measurable impact.

Jen McGovern, FSMPS, CPSM, is the Mid-Atlantic Regional Capture Manager for VHB, a 2,200-person engineering, planning, and environmental science firm with 30+ offices along the East Coast. With extensive editing, writing, and marketing experience, she fell into the AEC industry in 2012 and found a passion for proposals and infrastructure projects. From capture strategy to positioning to proposal messaging, Jen has provided hundreds of hours of training , helping marketers and seller-doers win more work. Jen is a past president (and current Chapter Advisor) of the SMPS Washington, DC, chapter and serves on the Editorial Committee for the SMPS Marketer journal. She achieved her CPSM designation in 2015 and was recognized as a Fellow of the Society in 2025.

Laura is a brand strategist with Dragonfly AEC Consulting, a holistic marketing and BD consulting firm driving AEC leaders forward through meaningful strategies, messaging, and partnerships. A culture driver with a track record of transformation, she has seen first-hand how powerful brands and shared vision help firms level up. Laura's ability to synthesize diverse perspectives and preferences into clear, consistent messaging helps bring clarity and consensus to communications strategy. And her belief that actions speak louder than words in marketing results in brands both clients and employees can believe in. Laura is passionate about helping AEC marketers grow their careers and influence through intentional professional development, and speaks regularly on topics related to strategic planning, brand and culture, and marketing fundamentals. 

With nearly 30 years of AEC experience, Cricket has cultivated a deep understanding of the field, focusing on the power of communication to inspire and drive action. Since 2007, she’s been an active SMPS member, earning her CPSM and being honored as a Fellow, reflecting her commitment to the AEC profession. Armed with an MBA and a BS, Cricket crafts strategic narratives that empower organizations to reach new heights through compelling content and innovative strategies.

Krystle English is a Marketing Director at KPFF Consulting Engineers, where she oversees and directs marketing and business development efforts for the Los Angeles, San Diego, Austin and New York Civil Engineering offices. She has over 18 years of experience in the AEC industry and is passionate about helping others find their creative potential and telling stories through great design and architecture.

She is a designated SMPS Fellow, a Certified Professional Services Marketer (CPSM), APMP Foundational Certification (CF APMP), and a Professional Certified Marketer (PCM) with a Master of Business Administration Degree from Keller Graduate School of Management. She is also a national speaker and writer who has published multiple articles in the SMPS Marketer Journal and other platforms. She holds several volunteer roles, including serving on the SMPS Marketer(c) Committee.

Megan is the Director of Strategy at Etica Group, a women-owned architectural and engineering firm in Indianapolis. Her journey in the AEC industry began while a student at Butler University interning for an engineering firm where she ended up working for five years. She immediately joined SMPS upon college graduation in 2006 and has served on her local board, is a past chapter president, regional and national volunteer. She is currently the co-chair of a regional SMPS mentorship program with SMPS Indiana, Southeast Michigan and Greater Cincinnati, along with chairing the national Certification Committee. She obtained her CPSM in 2010 and became a Fellow in 2022.

 One of her key strengths is her ability to use data to develop strategy plans to increase efficiencies and effectiveness in the work she does. She strives to have a positive change with everything she does – whether for the advancement of her employer, an individual or a community organization, she likes to be able to make a tangible and lasting difference.

Kim has been with TLC Engineering Solutions since 2006. She holds a master’s degree in strategic communication from Washington State University. As a leader, Kim brings a deep understanding of effective communication strategies that drive organizational success. She is a passionate advocate for mentorship and knowledge-sharing and actively promotes the value of CPSM certification within the industry.

 Outside of work, Kim enjoys Zumba, reading, and attending destination concerts. She is a proud mother of three adult children and has two grandsons.