OnWrd & UpWrd Expands Leadership Team, Names Shantel Goodman-Luckett Chief Marketing & Innovation Officer
Strategic hire marks a new chapter of growth for the agency, expanding its capabilities in marketing, innovation and organizational strategy
ALEXANDRIA, VA – November 2, 2026– OnWrd & UpWrd Marketing & Communications (O&U), a woman-owned marketing and public relations agency specializing in associations and mission-driven organizations, today announced the appointment of Shantel Goodman-Luckett, MBA, as its first Chief Marketing & Innovation Officer. The addition 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.
An accomplished association executive with extensive experience in marketing, organizational transformation and revenue growth, Goodman-Luckett brings a proven track record of helping organizations strengthen their brands, expand their reach and deliver measurable results. Her leadership approach connects organizational strategy, culture, people and performance to drive sustainable growth and meaningful impact. In her new role, she 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.”
“Associations and mission-driven organizations are being challenged to think differently about how they engage their audiences, demonstrate value and grow,” said Goodman-Luckett. “OnWrd & UpWrd has built a strong reputation for delivering thoughtful, results-driven communications, and I’m excited to help build on that success. This is an opportunity to bring together strategy, marketing and innovation in ways that create meaningful impact for our clients and position the agency for its next phase of growth.”
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, 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.
Her appointment reflects O&U’s commitment to building on its foundation in public relations and communications while expanding its ability to help organizations address broader business challenges. With Goodman-Luckett’s expertise in marketing strategy, emerging technologies, member engagement and revenue development, the agency is positioned to offer clients an even more comprehensive approach to strengthening their organizations and achieving their goals.
Goodman-Luckett holds a Master of Business Administration from Johns Hopkins University and a Bachelor of Science in Mass Communications from Virginia Commonwealth University.
About OnWrd & UpWrd Marketing & Communications
OnWrd & UpWrd Marketing & Communications is a woman-owned marketing and public relations agency specializing in helping associations and mission-driven organizations elevate their brands, amplify their voices and achieve their goals. Through strategic communications, media relations, thought leadership, marketing and creative storytelling, O&U delivers customized solutions that drive visibility, engagement and impact. With a hands-on approach and a commitment to results, the agency doesn’t just develop strategies — we do the work.
Media Contact:
Meghan Henning
OnWrd & UpWrd Marketing & Communications
mhenning@onwrdupwrd.com
571-309-3961
