Our team

Allegra Poggio Rector

Head of Operations

Allegra is Head of Operations at Message Lab. She has more than a dozen years of professional experience building operational success within agencies. Her focus on people and process, and experience in communications, technical project management, business development, and integrated marketing, has helped create high-performing cultures and grow long-term partnerships. She is also a lover of trail running and a comprehensively certified pilates and yoga instructor.

Ben Worthen


Ben is CEO of Message Lab. He has spent the last several years combining journalism, data and design to help organizations create content that resonates with real people. In 2007, he joined The Wall Street Journal, where he covered the tech industry and wrote more than 50 Page One stories. Before Message Lab, Ben was editor-in-chief at Ready State and head of content at Sequoia Capital.

Andrew Hecht

Senior Web Analytics Manager

Andrew is a customer-focused analytics manager and Certified Usability Analyst with more than 20 years experience in analytics, SEO, digital marketing, user experience, and usability. He has worked at CNN, Electronic Arts, Novartis and most recently at McKesson where he ran the analytics digital transformation team. Andrew is an avid cyclist and traveler who has lived abroad in Melbourne and Samoa. He has a degree in Classics from University of California, Santa Cruz.

Bianca Seidman

Senior Editor

Bianca is Senior Editor at Message Lab. She is an experienced reporter, editor and multimedia storyteller who searches for the human-interest heart in every story. Bianca has developed high-performing news and features for websites, magazines and all the national broadcast networks, refining the work for each audience. She specializes in public health, science and culture from breakthrough therapies to biotech to music festivals. She enjoys honing ideas with teams and has taught college courses in non-fiction writing and multimedia journalism.

Brian Ellis Martin

Head of Creative

Brian is multiple award-winning, 360-degree creative director with over twenty years of experience in most major applications of experience design for a wide variety of industries and mediums. Prior to joining Message Lab served as VP, Executive Creative Director at both CNN Digital Worldwide and Omnicom’s THINK New Ideas (one of the first––and top ten––global digital agencies), Head of Product Design and UX for MSNBC and Founder of Brand Bravery, a NYC-based creative consultancy.

Dan Redding

Senior Visual Designer

Dan Redding has over ten years of experience in visual storytelling and editorial experience design. His multidisciplinary skills include visual design, UI/UX, and digital graphics. Dan has worked with brands in industries including publishing, consulting, education and nonprofits. He is also a published author and podcaster with a passion for journalism and interviewing. Dan holds bachelor’s degrees in illustration (Parsons School of Design) and creative writing (The New School).

Danie Taylor

Director, Program Management

Danie joins Message Lab with nearly 20 years’ professional experience in project & process management, video production, and digital storytelling. She leads ongoing optimization of process management systems as well as day-to-day delivery of client projects. Danie has produced videos for a number of technology companies and also criss-crossed the country as a television news producer. She’s ended up near where she started, with an Emmy®️ Award, a passion for building community through storytelling, and a deep appreciation for the beauty of process.

Derek Korte

Editorial Operations Director

Derek leads editorial operations at Message Lab. With a background in journalism, marketing, and communications, he brings more than a decade of experience developing content and brand strategy programs for companies large and small. In a previous life, he worked as an editor and writer at various digital media properties and Midwestern newspapers (with a pit stop at the Minnesota State Senate).

Emily Gonzales

Strategic Activation Project Manager

Emily is a Northern California transplant, currently calling Southern California home. Her background in writing and editing comes from a Bachelor of Arts degree in English Studies from CSU Chico, and those skills were honed for years on the product content team at TripAdvisor Experiences (Viator). Here at Message Lab, she provides internal organization and project management to the editorial and strategic activation teams. When she’s not behind the computer, you’ll find her cooking up sweet treats in the kitchen.

Hannah Weiner

Editorial Strategist

Hannah Weiner is an Editorial Strategist at Message Lab. With experience in SEO, social media, branding, and experience strategy, she draws meaningful content insights to help drive clients’ editorial decisions. She has built content strategies for organizations like CivilRights.org, Biogen, USA Today, Harvard Business School, and the Bill & Melinda Gates Foundation. Outside of work, you can find her covering local Boston musicians or helping summer camps with community engagement.

Jeffrey Davis

Editorial Director

A veteran of tech journalism and branded media, Jeff leads premium editorial programs for technology brands and media partners. In his first gig on the “dark side,” he was editorial director for tech PR firm LaunchSquad and led its content marketing practice. Jeff covered bubbles and busts for nine years as a founding editor of Business 2.0 magazine; was an executive editor at CNET; wrote features for The New York Times Magazine and other publications; and worked on the staffs of Harper’s, Esquire, and Mother Jones.

Jeff Jensen

Senior Digital Marketing Strategist

Jeff is a digital marketer with a wide berth of skills. Working at various agencies he’s helped all sizes of companies, from mom and pop shops to fortune 500 corporations, drive growth in traffic. With experience in SEO, analytics, content marketing, and social media he uses the best tools at hand to help his clients be successful. When he’s not running marketing campaigns, Jeff enjoys spending time with his wife and two children.

Miguel Helft

Head of Editorial

Miguel is an award-winning journalist who has covered the tech industry since the birth of the internet era at publications including The New York Times, Fortune, the Industry Standard and the San Jose Mercury News. Most recently, he was the Technology Editor at Forbes. Before becoming a journalist, Miguel was a software engineer at Sun Microsystems. He also worked as a professional mountain guide, leading climbing expeditions around the world.

Peter Burrows

Editorial Director

Peter covered many of Silicon Valley’s biggest stories and personalities for Business Week and Bloomberg News. Since 2015, he has written for publications including MIT Technology Review and Wired, while also helping a range of companies hone their content marketing efforts. Peter wrote Backfire: Carly Fiorina’s High-Stakes Battle for the Soul of Hewlett-Packard.

Samantha Ekeledo

Business Operations Project Manager

Samantha is a New York City transplant who specializes in business operations. She has worked in events focused public relations, planning fashion shows for NYFW, celebrity product launches and movie premieres; all while maintaining the agency operations. Following PR, Samantha joined an international BioTech start-up to cultivate and develop its east coast branches. After some astounding growth, she opened two new offices and was promoted to lead the internal communications department. Upon moving to the Bay Area, Samantha joined the Message Lab team as the Business Operations Project Manager.

Shirong Gao

Senior Visual Designer

Shirong landed at Message Lab after teaching English in Japan, working at an international nonprofit to end world poverty and hunger, and fundraising for the University of California, Berkeley. At age 7, she knew she wanted to be an artist and continues that journey to this day, bringing curiosity, playfulness, and concept-driven creativity to her work.

Tyler Moss

Senior Editorial Strategist

Tyler Moss is senior editorial strategist for Message Lab. He is an audience engagement specialist, brand storyteller and magazine writer/editor with a decade of experience. At Message Lab, he pairs analytics with editorial instincts to draw deep content strategy insights. His freelance work has been published by Condé Nast Traveler, The Atlantic, New York, Outside, and others. Tyler’s previous roles include editor-in-chief of Writer’s Digest magazine (where he remains editor-at-large), and content director for the travel tech startup Wanderu. He holds a master’s degree from Northwestern University’s Medill School of Journalism.

Will Sullivan

Chief Strategy Officer

Will is the Chief Strategy Officer for Message Lab. He has 17 years’ experience in brand positioning, content strategy, and digital marketing. He directs Message Lab’s efforts to focus strategic narratives, identify and grow audiences, and align improvements to customer experience with measurable business outcomes. Previous positions include Vice President and Editorial Director at global communications firm Fleishman-Hillard, and Chief Editorial Strategist at cause-marketing agency Visceral. He earned his master’s degree from Northwestern University’s Medill School of Journalism.