Team

WHY THIS WAY is a consultancy that specializes in business strategy, content development, and digital innovation. We are a group of brilliant minds dedicated to the areas of strategy, technology, and marketing.

MACALA WRIGHT is a writer, strategist, and storyteller.  She merges her passion for storytelling and narrative with her deep understanding of technology and strategy to help bring innovative ideas, products, and programs to life.  Interested in the tools and platforms that society uses to communicate culture, her writing and studies explore how people can become better communicators in order to shape their futures, share their ideas, and create a better world to live in.

Macala serves as a columnist for PSFK. Her cultural insights have been featured in numerous publications, including The Wall Street Journal, Los Angeles Times, New York Times, AdAge and Adweek. When not immersed in the Internet of things, she can be found on the back of a horse.

KRISTA PECK is a counselor, strategist, philosopher, and storyteller. Krista’s practice concentrates on psychology, sociology, and technology; areas which lend a rich canvas for working across various industries.  Krista is a student of life.  She has a deep appreciation for the inspiration that comes from learning something new, thinking things through, and making connections.  With roots in mental health counseling and marketing, Krista enjoys using her education and experience to work with brands in a variety of ways.

Krista earned a M.S. in Counseling & Psychology from Troy University in 2001 and a B.A. in Sociology from Ithaca College in 1997.  When not working or spending time with her family and friends, Krista can usually be found reading, exploring an interesting place, perusing the Web, or playing with her camera.

JANINE SILVERA  is a business innovation and marketing strategist recognized for building and optimizing world-class brands in the marketing, media, fashion and luxury industries.  She’s currently advising select clients on brand development, omni-channel marketing solutions and contextual content marketing. Previously, Janine held senior posts at Conde Nast where she served as the founder and vice president of Conde Nast Ideactive, a marketing services agency.  While there, she advised global and luxury brands including GM, Walmart, Cadillac, Delta, Ralph Lauren, Versace and Tourneau.

Earlier in her career, she supervised the integrated marketing divisions for Conde Nast Media Group, Vanity Fair and The New Yorker.  She was also instrumental in the launches of Marie Claire, Elle Décor and ‘On The Cover’ (a broadcast/e-commerce venture with NBC).

MARGARET SCHELL is a strategist in the industry of art and commerce.  Experienced in marketing and communications, she draws from learned insight and applied practices to identify and understand emerging patterns in both business and community from which she creates compelling and uniquely distinctive pull campaigns.  Drawn by the impact of visual communications, Margaret seeks to identify the authenticity behind any story in order to provide for an innovative, effective, and overall positive interactive experience.

Margaret distills theory into working knowledge as a digital marketing coach for individuals and small businesses. When not connecting through her laptop or various other mobile apparatus, Margaret spends her time visiting galleries, museums, and dusty vintage bookshops in search of inspiration and discovery.