Since 2000, JAM Collective has evolved into a versatile and accomplished boutique public relations shop with an impressive roster of nationally and internationally recognized clients, all the while maintaining a deep level of client involvement. At JAM, we stand behind the belief that relationships are built to be maintained and strengthened – not stockpiled and filed away in a rolodex. Whether it’s a conversation about long-term goals or developing an exciting new initiative, our energy is directed not only towards immediate, tangible results but also partnering with our clients on their big picture.
Culprits
Julie Atherton
Born and bred Bay Area native, Julie Atherton graduated from UC Davis with a degree in art. Julie started working immediately within the fields of marketing and public relations and hasn’t left yet. From The North Face to Old Navy, Julie’s long career in brand development includes a variety of successful and unique companies. Bringing the creative aesthetic of an artist to a finger-on-the-pulse instinct has allowed Julie to work with such innovative and creative clients. If Julie isn’t tearing it up on the soccer field, she might be on her way to yoga, whistling ‘Funkytown’ or making polaroids.
Julie Campagnoli
JC or the “other Julie” is a native San Franciscan with over 15 years of experience in public relations. In addition to PR, JC has a breadth of experience in both the consumer goods industry with Pottery Barn and Donna Karan as well as in the publishing world. JC has a passion for building brands, connecting products with the right audiences and engaging with journalists and influencers in innovative ways. JC is dedicated to regularly practicing yoga and collecting as many stamps in her passport while circling the globe.
Amy May
Based in Bozeman, Montana, Amy is a former journalist with a masters’ degree in public relations. She is known for her feisty fusion of editorial awareness and marketing know-how. With more than 10 years of representing outdoor, lifestyle, hunt and tactical brands, Amy will take any opportunity to get outside with her husband and daughter, testing clients’ gear on trail runs, hikes and fishing excursions. Her passion, focus and creativity shine in her work for the top brands she is proud to represent as part of Team JAM.
Deborah Tomecek Pleva
For JAM, Deborah is often tapped to pitch brand stories, develop strategic plans and help clients navigate through crises. In addition to working in the outdoor industry, she brings experience from brands like Mercy Corps, Nike and Portland Farmers Market to the collective. Before settling in Portland, Deb spent five years literally running around the Czech Republic working for the Prague International Marathon and the Czech Olympic Committee. When she’s not working, she’s busy reading, exercising, cooking, and volunteering as a national board member of Girls on the Run International and coaching her daughter’s Girls on the Run team.
July Zaleski (she/her)
Based in Seattle and Lake Tahoe, July brings 10+ 15+ years of diverse experience in the outdoor industry to JAM Collective. She developed an extensive understanding of the industry through working in retail, as a buyer/merchandiser, in wholesale sales, and event management with a focus on environmental and socially responsible apparel brands. Her inherent passion to create, consistently learn and ability to connect people has led her to join the inspired team at JAM Collective. She spent her childhood in Lake Tahoe as a competitive athlete: downhill ski racing and long distance running, while also being naturally drawn to playing the flute and cooking. These days you can find July zooming down the mountains on skis or a mountain bike, running on the trails, swimming, practicing yoga, dancing with friends, or traveling with her husband.
Janete Rodas
Based in New York City, Janete has over a decade worth of Public Relations and Event Planning experience with a focus on delivering integrated national marketing strategies that incorporate PR, influencer programs, and retail. Most recently, she was the Director of Brands, Marketing and Communications at PMK•BNC, spearheading all public relations, brand partnerships and special event initiatives for numerous clients including Google Play, Cole Haan, Stella Artois, Ketel One Vodka, among others. Her role included establishing and managing the brand narrative, vision and storyline, define targets and key objectives to generate impactful and consistent media coverage.
Karen Whetstone
Whetstone? More like “Backbone!” With her cool, calm demeanor and eye for detail, Karen keeps things at JAM HQ running smoothly. Another Bay Area native and UC Davis graduate at JAM’s Mill Valley HQ, Karen is an avid runner, fierce soccer player and devoted mother of two. Thanks to Karen, JAM HQ gets its dog fix when Bob (the Whetstones’ charming and handsome Border Collie) accompanies Karen to the office.
Tori Duhaime (she/they)
Originally from Southwest Colorado, Tori now lives in Richmond, VA but can be found frequently on the move. In addition to being a freelance outdoor/movement based photographer and a former professional dance artist, Tori joined JAM Collective in 2021 to support organic social media and runs the Thru Hike Syndicate program. When work/life balance is achieved, you can find her skiing, mountain biking, hiking, or enjoying a cold beer on her porch with her dogs, Hayduke and Eldora.
Hazel Rogerson
Hazel is a Portland transplant via Pittsburgh, PA and considers herself a pop-culture connoisseur. Raised in the Outdoor Industry (literally, she went to daycare at Patagonia) Hazel enjoys working with clients who share her love of all things outside, as well as clients in the fashion and lifestyle space. When not at work, she can be found around town with her little pooch, Tiny, in tow. She knows exactly one joke and will always point out a cute dog when she sees one
Mary Beth
Based in Portland, Maine, Mary Beth spent her childhood between the beach and playing various sports on the Jersey Shore. After majoring in Advertising and Marketing Communications at FIT in NYC, Mary Beth went on to work for 8+ years as the Global Communications Director at MAC Cosmetics, overseeing North America press outreach, collaborations, fashion week, influencer relations, and executive profile pieces. She then spent two years as the SVP of Lifestyle and Hospitality at DKC Agency. After almost 16 years in NYC, and one brief stint in LA, Mary Beth and her family moved to Portland, Maine in 2018 and she began her consulting career. When she’s not pitching and connecting with her clients, Mary Beth, her husband Mike, their daughters Charlie and Lucy, and their pup Killian are exploring all New England has to offer.
Tyler Sims
Based in Bend, Tyler spends most of her time taking in the splendor of the outdoor playground she calls home. She began her PR career in New York City as an in-house publicist for the Empire State Building. She followed her curiosity to Nashville where she tested the waters of the tech space and began her frequent escapes to the West Coast mountains. Once she made her way to Oregon, she decided to return to PR and integrate her career with her love for the outdoors. Now as the newest member of the JAM team, she proudly works with brands she has long admired, championing a life of curiosity and adventure. When she's not working, she's most likely wheezing up a trail, swimming in the river, snowboarding or playing with her puppy nieces and nephews.
Cathy Herbstler
With over 20 years of experience in the outdoor/snow sports industry, Cathy lives and breathes the active lifestyle. In 2000-2001 she managed the PR program at Hi-Tec Sports, including the Hi-Tec Adventure Racing Series, which provided the foundation for her freelance business. Cathy has built solid relationships with the media and other influencers over the years and has proven success running public relations programs for start-ups to seasoned brands and everything in between. She joined the JAM team as a freelancer in 2021 and happily “pitches” in wherever needed. She enjoys playing soccer, skiing, hiking and mountain biking with her two boys, who are growing up way too fast.
JAM Collective | 220 Halleck Street, Suite 120A, San Francisco, CA 94129 | culprits[at]jamcollective[dot]net | 415-839-7546