JoAnna Trapp Simpson
Founder and Principal
Based in Minneapolis-St. Paul, Minnesota
Learn More about JoAnna
- 25+ years leading marketing and innovation projects on the corporate side at Advocate Health Care, Medtronic, Boston Scientific, and CSI
- Earned reputation as one who delivers innovative ideas, strategic vision, and tactical execution that increase sales, brand awareness and customer satisfaction
- On a project basis, JoAnna typically functions as Engagement Manager, Lead Interviewer, and Workshop Facilitator
- Leads day-to-day direction and communication about engagement with client team
- Leads interviews and oversees analysis and reporting
- Facilitates work sessions and workshops
- Responsible for content of all deliverables
- Learn More about JoAnna
Ashley Martin
Engagement Manager
Based in Chicago, Illinois
Learn More about Ashley
- Draws on extensive experience at Baxter Healthcare, spanning medical device sales and global upstream and downstream marketing, with a clear focus on advancing outcomes
- Works with clients to bring clarity to complex challenges and exceed expectations by uncovering data-driven insights that transform ideas into executable, high-impact strategies. Known for aligning teams, sharpening strategic direction, and delivering measurable results. She holds a B.S. in Biology from Ohio University and an MBA in Marketing from Northwestern University.
- Motivated by the joy of getting a little better every day. Happiest when squeezing in a workout, exploring new places with her four kids, or winding down with a good book, whether it’s a classic children’s story or the latest page‑turner she’s determined to finish.
Heidi Moore
Consultant—Service Delivery
Based in Minneapolis-St. Paul, Minnesota
Learn More about Heidi
- Brings a wealth of experience in researching, editing, analyzing, and sharing insights from deep market research experience and award-winning contributions at global leader GfK
- Uses her skills to write detailed reports for our clients. These reports help our clients make informed decisions towards achieving their defined goals.
- Loves crafting, reading, celebrating, and going on adventures with her three young children. Collects far too many children’s holiday books and Target fabric birds!
Lauren Barela
Project Coordinator
Based in Edinburg, Texas
Learn More about Lauren
- Tasked with creating a seamless and dependable project delivery process with excellence
- Contributes innovative ideas to optimize processes and increase team efficiency
- Owns a natural soap and stationery boutique, is a mom of two growing boys, and loves sports so much that she married a college football coach. Her family has moved six times and cherishes all the great people they’ve met along the way.
Kate Christensen
Administrative Assistant
Based in Minneapolis-St. Paul, Minnesota
Learn More about Kate
- Helps Jonquil Ridge run like a well-oiled machine
- As a proactive planner with excellent project and vendor management skills, she frees up our team’s time to focus on business strategy and our clients
- Enjoys experiencing the beauty of Minnesota with her family and friends
Extended Team
Gail Mueller
Report Specialist
Based in Minneapolis-St. Paul, Minnesota
Learn More about Gail
- Works her magic supporting client reports
- Brings considerable experience, initially in a large corporate environment and more recently for a boutique sales and marketing consulting company
- Enjoys spending time at the lake with her chocolate lab, Maggie. Explores her creative side by crafting with paper, wood, fabric, and mosaics, as well as gardening and cooking.
Interested in a new career? Join our growing team. Learn more