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.
A jack-of-all-trades (PUN INTENDED!!!), Jack built his own writing shed, which isn’t so much a shed as an outbuilding.
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.
Lori exclusively takes notes in mind-map format.
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.
Won a yo-yo competition in the 90s. This was after his Beanie Babies phase.
Kristin is a Technical Project Manager at surefoot. She brings marketing knowledge honed through 5+ years specializing in SEO and email marketing. She thrives when she’s connecting with clients, setting goals, and crushing them.
When she's not working, Kristin can be found optimizing her to-do list (which she updates regularly) and galvanizing her social circle to do the same. Her hobbies include socializing, reading, hiking, seeking new thrills, and trying to keep active. She's quick to book a trip and loves talking travel.
Kristin has six names [FOR REAL]. She also lived abroad in New Zealand and Australia for a year and a half. She challenges you to find an adrenaline activity she hasn't done...there are a few...
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.
Larry the Cable Guy follows Callen on Twitter.
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.
Priscilla likes to bake and eat chewy chocolate chip cookies.
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.
Nobel Peace Prize Winner Malala Yousafzai read Flose's poem "March on, Sister."
Holly is a front-end engineer at surefoot who has a passion for solving code problems and making websites more user-friendly. Originally coming from a math background, Holly developed (😎) an interest in programming, eventually leading a team of developers in A/B testing before working for surefoot.
When she's not working, Holly likes to hang out with her pets (she has 7!), play guitar, and work on various house improvement projects. She is also very infatuated with playing tabletop games.
Holly has worked on two published video games. She also used to run a non-profit organization centered around gaming that hosted weekly trivia events and tournaments at local bars/restaurants.
Jen is a Technical Project Manager at surefoot who utilizes her background in behavioral science to gain a unique perspective into user behavior and analysis. Her organizational skills and prior web development experience help ensure client's projects are delivered on time and to spec.
When she's not keeping clients' roadmaps in order or finding bugs, Jen loves to be outside. She enjoys yoga, hiking, and hanging out with her dogs.
Jen is obsessed with Bravo and bad reality TV. She thinks that Bravo is for geniuses.
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.
Nick is an Irish citizen.
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.
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.
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.
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.
Robbie is a Strategic Director at surefoot. He has +12 years of experience in digital marketing & ecommerce. Prior to joining the surefoot team, Robbie built and led the DTC/ecommerce business unit at Hydro Flask & OXO brands and had over $60M in revenue under his leadership.
When he's not working, you can find Robbie on one of the local trails in Bend OR, in the gym justifying his pizza eating habit, trying to fix his slice at the driving range, playing some bball at the park near his house, or binge watching documentaries while eating Sour Patch Kids.
Robbie has hit an official hole-in-one on the golf course (with 2 witnesses!) He's also never made birdie, which should give you an idea as to how ugly his hole-in-one was...
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.
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
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.
Laura was featured on World’s Dumbest Inventions and mercilessly made fun of by Gilbert Gottfried (R.I.P).
sure·foot·ed adj1. not liable to stumble, fall, or err 2. going ahead confidently in a situation that needs skill or good judgment.