Shantel Goodman-Luckett joins OnWrd & UpWrd as Chief Marketing & Innovation Officer

OnWrd & UpWrd Marketing & Communications (O&U) adds Shantel Goodman-Luckett, MBA, as Chief Marketing & Innovation Officer. The appointment, states a release, "marks a significant milestone in the agency's continued growth and evolution, strengthening its ability to deliver integrated marketing, communications and strategic solutions to clients."

In her new role, Goodman-Luckett will help shape the agency's strategic direction, expand its marketing and innovation capabilities, and develop new opportunities to support clients as they navigate an increasingly competitive and rapidly changing landscape.

 "Shantel joining our leadership team represents an exciting next chapter for OnWrd & UpWrd," said Colleen Gallagher, co-founder and CEO of OnWrd & UpWrd. "I've had the privilege of working with Shantel before, and I know firsthand the strategic thinking, creativity and energy she brings to everything she does. She understands the challenges associations face, but more importantly, she knows how to turn those challenges into opportunities for growth. As we continue to expand our agency and the ways we serve our clients, Shantel's experience and vision will be invaluable."

Goodman-Luckett most recently served as Chief Mission and Impact Officer at the National Association for College Admission Counseling (NACAC), where she provided executive leadership across marketing and sales, membership experience, conferences and events, education and training, advocacy, and global engagement. During her tenure, states the release, "she helped drive significant organizational growth, including an 18% increase in overall membership, a 114% increase in international membership, an 80% increase in conference sponsorship revenue, and a nearly 50% increase in annual conference expo revenue."

 Previously, Goodman-Luckett held an executive leadership role at the Global Business Travel Association (GBTA), where she helped guide the organization's global expansion, strengthen its revenue-generating programs and navigate significant industry challenges. Her experience also includes marketing roles with The Washington Post and Marriott International.