AEC Marketing for Principals

Good leadership in architecture has never been just about knowing how to design a building.Tory Winn, Principal and Co-Managing Director of Gensler's Atlanta office, has thought a lot about what it actually takes to lead well in this industry, and it comes down to people. How you build a team, how you show up for clients, how you bring someone along who's just starting out.In a conversation with Katie Cash, she talked about why Gensler still believes in getting people in the same room, what mentorship looks like when it's done right, and how firms can stay true to who they are even as the workforce changes around them. She also touched on AI, not as a threat to creativity, but as a tool that helps designers show clients what they're imagining before the words are even there.The throughline in everything she described? Leadership is less about having the answers and more about making sure the people around you feel like they're part of something.The firms that get that right, the ones that invest in culture, in connection, in the next generation, those are the ones doing the most interesting work.Connect with Tory WinnPrincipal & Co-Managing Director, Gensler Atlantahttps://www.linkedin.com/in/tory-winn-ncidq-iida-97a087178/https://www.gensler.com/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Great engineering firms do not scale on talent alone. They scale on repeatable systems and a culture of accountability.Suzie Engel, PE, President and Owner of Motz Engineering, shares how she transformed her firm by building a process-driven culture that improves communication, protects quality, and creates better client experiences. By implementing structured systems, data tracking, and clear accountability across teams, Motz Engineering delivers consistent results while empowering engineers to focus on solving complex problems.Suzie also discusses how sharing lessons learned across departments strengthens leadership, improves future project outcomes, and helps engineering firms grow without chaos. For AEC leaders looking to raise standards while protecting team culture, this conversation offers practical insights you can apply immediately.Connect with Suzie Engel, PEPresident and Owner, Motz Engineeringhttps://www.motzengineering.com/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Brand is no longer a support function in AEC. It is a strategic lever that shapes perception, culture, recruitment, and long-term growth.Katie Cash sits down with Emily Cannon, Vice President of Brand Strategy at Brasfield & Gorrie, to discuss what it really means to elevate the brand to the executive table. From aligning regional leadership to activating entertainment as a marketing currency, Emily shares how intentional collaboration between marketing and the C-suite is reshaping the firm’s internal culture and external presence. She also explores how brand influences retention, recruiting, pursuit strategy, and even proposal performance.If your firm is navigating growth, leadership transition, or brand evolution, this conversation offers practical insight on aligning strategy from the inside out and turning brand into a measurable driver of momentum.Topics discussed in this episode:AEC brand strategyConstruction marketing strategyBrand alignment in AECB2B brand strategyAEC leadership alignmentEmployer branding in constructionConstruction firm marketingConnect with Emily Cannon, CPSMVice President of Brand Strategy at Brasfield & Gorrie, LLChttps://www.linkedin.com/in/emilycannon1/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

What does it take to lead a 70-year engineering firm into its next chapter of growth without losing the culture that built it?Katie Cash sits down with Carrie Stokes, President and CEO of Barge Design Solutions, and Erika Booker, Chief Marketing Officer of Barge Design Solutions, to unpack how leadership vision, marketing alignment, and data-driven strategy fuel sustainable growth in today’s competitive AEC market. From intentional CEO transition planning to integrating communications and sales enablement, they share how employee ownership, disciplined client selection, and CRM-backed business development decisions protect both culture and profitability.If you lead an engineering firm or support one through marketing and business development, this conversation offers a clear look at how alignment across the C-suite and marketing team drives measurable impact and long-term brand strength.Topics discussed in this episode:Engineering firm leadershipAEC marketing strategyStrategic growth planningEmployee-owned firm modelCRM implementation in AECBusiness development analyticsConnect with Erika and Carrie, BARGE:https://bargedesign.comConnect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

What does it really take to get a major urban infrastructure project funded, approved, and built?Jack Cebe, President & CEO of The Stitch at the Atlanta Downtown Improvement District, shares how his team is working to transform three-quarters of a mile of interstate highway into a 17-acre urban park with the potential to generate $9 billion in economic value. The Stitch is designed to reconnect downtown Atlanta, unlock development opportunities, and create a new community asset above the Connector.With a background in landscape architecture and civil engineering, Jack breaks down how infrastructure capping projects come together, from funding strategies and approvals to design, engineering coordination, and project delivery. He also shares practical guidance for AEC professionals on building authentic networks and developing the communication and project management skills needed to lead complex, multi-stakeholder urban initiatives. Topics discussed in this episode:Infrastructure projectsAtlanta Downtown Improvement DistrictPark developmentLandscape architectureGrant fundingProfessional NetworkingConnect with Jack Cebe, President & CEO of The Stitch:https://www.linkedin.com/in/jackcebe/https://thestitchatl.com/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

The future of the AEC industry is being shaped long before professionals step onto a jobsite, and it starts in the classroom.Dr. Georg Reichard shares how Georgia Tech’s School of Building Construction is reimagining construction education to better align with industry needs. From hands-on, real-world projects to a renewed focus on communication, leadership, and emerging technologies, the program is designed to prepare students who are ready to contribute on day one. The conversation explores how academia and industry can work together to strengthen the talent pipeline, adapt to rapid technological change, and ensure the next generation of construction professionals is equipped for long-term success.As the demand for skilled AEC professionals continues to grow, collaboration between educators and industry leaders has never been more important. This discussion highlights why investing in education today is essential to building a stronger, more innovative built environment tomorrow.Topics discussed in this episode:AEC educationConstruction workforce shortageGeorgia Tech building constructionConstruction leadership developmentIndustry-academia collaborationConstruction technology innovationConnect with Katie:  https://smartegies.com/Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

The future of commercial real estate is being shaped by a more intentional, client-first approach that prioritizes alignment, transparency, and long-term value across every decision. As market conditions shift and expectations evolve, firms that lead with clarity and objectivity are redefining how real estate advisory supports business growth.Jue Wang shares how T. Dallas Smith & Company has differentiated itself through a conflict-free advisory model that places tenant and buyer representation at the center of its work. She discusses how office, industrial, and mixed-use trends are evolving, how technology and data are raising the bar for insight and accountability, and why deeper collaboration between real estate advisors and AEC partners is essential to delivering better outcomes for clients.This conversation offers a grounded, forward-looking perspective on what today’s decision makers value, how firms can strengthen trust through smarter advisory services, and what it takes to stay relevant as the built environment continues to evolve.Topics discussed in this episode:Client-First AdvisoryMarket TrendsReal Estate TechnologyAEC CollaborationWorkplace StrategyNext-Gen LeadershipConnect with Jue Wang, Director, T. Dallas Smith & Companyhttps://www.tdallassmith.com/https://www.linkedin.com/in/jue-wang-ccim-b6a61851/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

What happens when AEC marketing owns the data story and becomes a true strategic partner to the firm?Katie Cash sits down with Katie Robinson, Chief Marketing Officer at LS3P, to unpack how a traditional proposal shop evolved into a firmwide, agency-style marketing and knowledge management team. Katie shares how LS3P aligned marketing with business strategy, centralized project data through a data manager program, and used tools like Power BI and AI to unlock insights that support both pursuit strategy and firm leadership. She also explains why open access to project data, clear security rules, and cross-functional collaboration are non-negotiables for sustainable growth.From Expert Hours that support thought leadership to an AI steering committee that protects IP and improves efficiency, Katie shares a practical roadmap that any AEC firm can start small and scale. Marketers will come away with clear strategies for strengthening relationships across the firm, earning a seat at the strategic table, and elevating marketing from a support function to a true driver of growth.Topics discussed in this episode:AEC marketingLS3PCRMPower BIAI in AECStrategic planningConnect with Katie Robinson, Chief Marketing Officer / Vice President / Principal at LS3P:https://www.ls3p.com/portfolio/katie-robinson/ https://www.linkedin.com/in/katie-schroer-robinson/ Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms.Katie Cash sits down with Jason Kruger, Partner at Citrin Cooperman, to explore how AEC leaders can better align sales, marketing, and finance for intentional growth. Together, they discuss how to define success, set measurable KPIs, and build budgets from the ground up rather than relying on projections that lack real data. Jason also shares how firms can safeguard cash flow during expansion, create accountability across departments, and prepare their reporting to meet the expectations of potential buyers during an acquisition.Tune in to hear what sets financially disciplined AEC firms apart. Jason unpacks how intentional budgeting, transparent reporting, and alignment between sales, marketing, and finance drive measurable and lasting growth.Topics discussed in this episode:AEC marketingFinancial strategyRisk ManagementProfit MarginSales and Marketing AlignmentConnect with Jason Kruger, Partner at Citrin CoopermanLinkedIn: https://www.linkedin.com/in/jason-kruger-a0b159b/Email: JKruger@CitrinCooperman.comConnect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Christopher Parsons, Founder and CEO of Knowledge Architecture, dives into the transformative power of knowledge in the AEC industry. He shares insights on why knowledge management is now a priority for C-suite executives, particularly with the rise of AI. Parsons emphasizes the importance of structured data for effective marketing and proposals, while also discussing strategies to integrate culture into knowledge management. His practical advice on leveraging internal expertise into marketing assets showcases how firms can gain a competitive edge.