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Give a damn principle #8

Build a company people are proud to work with. Or for.

We've bootstrapped this bad boy because we want to grow surefoot on our own terms.

We're proud of what we're building and fortunate as hell to work with wildly talented people who give a damn about their work, your business and being good humans.

We don't take life too seriously.
Values are a different story.

Ethics above all else

We are committed to upholding the highest standards of honesty, fairness and integrity at all times, in all we encounter.

Do meaningful work

We partner with people and clients whose missions and products we believe in, whose values we share and who reciprocate the Golden Rule.

Nurture personal growth

We approach every day with a willingness and excitement to grow, learn and improve our knowledge, skills, character, and life experiences.

Create and spread joy

We seek, create, and engage in fun-filled activities and appreciate the humorous side of life.

Communicate clearly

We keep our word and communicate concisely and openly.

Live with balance

We’re better people, partners and problem-solvers when we’re mentally, physically and emotionally healthy. We balance work with adventure, activity, play and travel.

Give back

We believe in giving back in meaningful ways and leaving our world a better place for future generations. We do our (small) part as a Climate Neutral founding member and 1% for the Planet member.
climate neutral logo1 percent for the planet member badge

Meet (y)our team.

Strategic, nimble, “toilet paper over” personalities who work hard and have fun.

Jack is a Copywriter at surefoot and an English professor in his "other" life. Raised in rural Michigan, he formed grit as a farmhand and roofer. A logophile by choice, he’s nourished his craft with a steady diet of British comedy, 90s SNL, and Old English poets. He loves stories — reading them, telling them, writing them.

When he’s not spending time with his family visiting the West Michigan lakeshore or playing video games, he’s running or biking on Jackson County’s Falling Waters Trail.

Fun fact

A jack-of-all-trades (PUN INTENDED!!!), Jack built his own writing shed, which isn’t so much a shed as an outbuilding.

jack baker
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Lori is a Data Analyst at surefoot. She loves digging into complex problems and geeking out about all things analytics. Prior to working at surefoot, Lori served as a Member of AmeriCorps St. Louis (and later as Director) and was a school-based social worker for 6 years. She has always been passionate about using data to gain a deeper understanding of how things work.

In her free time, Lori can be found dancing in the kitchen and chasing after her (almost) 2- and 4-year-olds.

Fun fact

Lori exclusively takes notes in mind-map format.

lori brok
Data Analyst
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Andrew is a Front-end Engineer at surefoot who loves digging into a tricky problem and learning something new along the way. He specializes in writing high-quality A/B experiments and implementing pixel-perfect page redesigns, and has helped develop web and native mobile applications for a number of Fortune 500 companies.

Outside of work, you'll find him kicking soccer balls, learning how to make wine, and conducting a pretend orchestra in his living room.

Fun fact

Won a yo-yo competition in the 90s. This was after his Beanie Babies phase.

andrew carr
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Callen is a UX/UI Designer at surefoot. He's been crafting mockups in the e-commerce space for 7+ years (even back when Adobe Fireworks was a thing). He's led full site redesigns for multi-million dollar businesses, and is an expert in combining client visions with prior industry knowledge. When he's not in Figma, you can find Callen looking for shade at the beach, enjoying a Guinness on the front porch, or walking/getting dragged by his Beagle and Corgi.

Fun fact

Larry the Cable Guy follows Callen on Twitter.

Callen Hedglen
UI/UX Designer
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Priscilla is a QA Engineer at surefoot who has eagle eyes for catching bugs. Prior to that, she founded her own e-commerce business and was an analyst for two higher ed institutions.

When she's not working, you'll find Priscilla decluttering her house (KonMari method), mentoring faith in young people, and trying new restaurants with her family.

Fun fact

Priscilla likes to bake and eat chewy chocolate chip cookies.

Priscilla Kung
QA engineer
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Flose is the Operations Manager at surefoot and founder of Write to Heal, a business that leads writing and self-healing workshops to help healing humans process stress and trauma. Her joy comes from supporting people where they are, whether it's completing an internal team task or facilitating a belly breathing technique.

She spends her moments learning new skills through life experience and self-exploration. Flose enjoys expressive writing, sunbaths, barefoot walks, reading, kitchen improv, and sharing safe moments with those she loves.

Fun fact

Nobel Peace Prize Winner Malala Yousafzai read Flose's poem "March on, Sister."

Flose Lapierre
Operations manager
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Nick VanMeter is a Senior Engineer at surefoot. He has a passion for building intuitive user experiences, and has previously worked on applications for companies like Mindbody and Hewlett-Packard enterprise.

When he’s not building a better web, you will find him running laps around town (he has 6 half marathons under his belt...someday he'll train long enough to do a full marathon), playing the trumpet in the local concert band, or (most likely) watching Netflix with his dog, Luna.

Fun fact

Nick is an Irish citizen.

nick vanmeter
Senior Engineer
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Rick is a UX Researcher at surefoot. With a background in the social sciences and INTP (Introverted, Intuitive, Thinking, Perceiving) personality, Rick thrives uncovering patterns and creative solutions to complex problems. Before joining surefoot, Rick was an operations manager at a global insurance brokerage and risk management firm where he led and participated in strategic and technical projects, including a self-service application for clients.  

In his spare time, Rick enjoys getting outside to run, hike and play fetch with his dogs. He also likes listening to music, reading and hanging out with his husband and friends.

Fun fact

Rick worked as a production assistant (runner) at the Murat Theatre and White River Amphitheater in Indianapolis throughout college where he fulfilled tour rider requests for visiting bands and artists ranging from Crosby, Stills & Nash to Chris Rock.

rick watters
UX Researcher
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Case is a Strategic Director at surefoot. He has a background in structured data analysis and web development, and prior to joining surefoot spent 5 years leading a team of front-end developers who built A/B tests and personalization campaigns for 40+ companies.

When he's not working, you can find Case out on the tennis court or cuddling with his dog, Tank.

Fun fact

Case is a language nerd and has studied many foreign (and computer) languages. He lived in Germany for a year and used to speak fluent German, but it's getting rusty these days.

Case White
Strategic Director
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Brian’s entrepreneurial spirit and work ethic were nurtured from a young age when he began hauling hay for hire in his rural Missouri community. He ran his first A/B test in 2003 by hardcoding the randomizer into the page and sending the data to Webtrends, because GA didn’t yet exist.

As co-founder, you’ll find him doing everything from leading client strategy to connecting with partners and managing the daily operations of surefoot. He enjoys jujitsu, bottled grapes and spending time with his family in the endless summers of West Palm Beach, Florida.

Fun fact

As a pre-vet major in college Brian worked a summer job in a research lab with duties (or doodies) including shoveling irradiated sheep shit. #dirtyjobs

Brian Schmitt headshot
Brian Schmitt
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When her career as an inventor of devices to facilitate outdoor restroom use didn’t take off, Laura pivoted to tech. She learned to code and worked at various startups in Austin as a front-end developer before conceding her skills and time were better spent in product, client and people management. Prior to co-founding surefoot, she worked at various A/B testing agencies and led optimization for Hillary Clinton’s 2016 presidential campaign.

When she hangs her co-founder hat at the end of the day, you’ll find Laura outside on a bike or with a fishing rod in her hand, trying to grow more grass and fewer weeds, traveling or sipping a cold craft brew.

Fun fact

Laura was featured on World’s Dumbest Inventions and mercilessly made fun of by Gilbert Gottfried (R.I.P).

Laura Stude headshot
Laura Stude
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