At Wet Cement, we believe everyone can “make their mark” in a way that is personally meaningful yet broadly beneficial. Our purpose is to empower people, teams and organizations to be fearless at work and in life so together we can achieve our potential and make a difference.
What does it mean to make a difference? As human beings, we all have the ability to develop and grow into the “best version” of ourselves—the version that is fulfilled, limitless, authentic, focused. While our own “best versions” may be unique, our personal value multiplies when we invest in one other. And that supports our vision of shaping a productive world community of individuals who recognize their inherent self-worth and champion equality for all.
We are making progress, but there is more work to do together. Please join our mission to enhance culture, collaboration and personal development for the greater good.
We transform behaviors and mindsets via insight-driven, inspiring and action-oriented training, coaching, consulting and keynotes. Our team accelerates innovation and inclusivity through online and in-person programs focused on gender equality, leadership, communication and sales strategy.
Wet Cement Founder and CEO
Jennifer Willey helps unlock fearlessness to accelerate innovation, inclusivity and growth. She shifts mindsets and behaviors through inspirational stories of her unique career journey, coupled with insights from proprietary research, conducted with behavioral scientists from Wharton. Jenn is the Founder of Wet Cement and proud to be one of only 50 U.S. CEOs leading a Disability-Owned and Woman-Owned certified business.
Jenn shares her mistakes, challenges and lessons learned to both entertain and provide actionable strategies for her audiences. Her career started at the age of eight as a child actor. She became certified as one of the nation's youngest Fitness Professionals, graduated to TV news anchor by 21, and then spent the next two decades leading sales, strategy and marketing at innovative tech and media companies. Now as an entrepreneur, she’s built a new kind of mission-driven business empowering others to achieve their potential by developing the ‘Fearless Fundamentals’—Courage, Confidence, Communication, Control and Connections.
Her wealth of experience on-air, on stage and in the corporate world as a C-Suite executive ensures she will own the room with a humor-filled keynote that delivers actionable "ah-ha" moments her audience will be anxious to apply. As a certified eSpeakers Virtual Presenter, she leverages cutting-edge interactive tools to motivate, engage and educate. In addition, her online distance learning program for women, Career Excel, is currently helping women advance their careers across six countries.
Fueled by purpose and her own professional experience, Jennifer is committed to advancing inclusivity and gender equity. She created Wet Cement's gender equality practice, Advance Women at Work™, to help design and deploy empowerment programs for women and 'modern leadership' training for male executives in the U.S., UK and Japan. Jennifer is the first-ever Innovation and Inclusivity Advisor to Comexposium Japan and is the Gender Equality Advisor and Subject-Matter Expert for the Digital Place-Based Ad Association (DPAA) and co-creator of its Women's Leadership Initiative, WE.DOOH. Her volunteer efforts are aligned to this mission—she contributes 1% of Wet Cement's profits and 1%+ of company time to supporting the non-profit WorkingforWomen.org.
Wet Cement is proud to be certified as a Disability-Owned Business Enterprise (DOBE), Woman-Owned Business Enterprise (WBE) and Woman-Owned Small Business (WOSB). Jennifer is currently a member of the National Speakers Association, New York and National Chapters, and the Diversity Alliance for Science. Jennifer has a B.S. in Communications from Cornell University, and she recently earned her Diversity & Inclusion Certification from eCornell. She lives in New Jersey with her husband and is the proud mom of two sons.
Head of Strategy
Liz is a seasoned marketing professional with more than 20 years of experience building brands, leading cross-functional teams, driving strategy and crafting integrated marketing plans for consumer product launches. Liz is passionate about purpose-driven branding and communications and excels at articulating brand messaging to build emotional connections with a target audience.
She started her career in account management at a boutique ad agency where she managed a range of client relationships and marketing campaigns across tech, communications and health care sectors. Liz then transitioned client side to join brand teams at The North Face and Topps before being promoted into executive roles within the interactive entertainment industry. Having launched several multi-million unit selling products for publishers 989 Studios and Acclaim, she most recently served as Senior Vice President of Marketing at Majesco Entertainment where she helped build the Zumba Fitness and Cooking Mama video game brands into $450mm retail businesses.
Liz now leverages her professional experience as part of the core Wet Cement team, driving strategy and marketing along with involvement in key company projects. Liz co-developed the "What's Your PQ" Purpose-Driven Branding Keynote and Training based on extensive research and expertise, developed the communications strategy and branding for the Career Excel program, and was the Book Coach and Editor for Hira Ali’s new book, Her Way to the Top. Liz lives in New Jersey with her husband, daughter and son.
Behind every squad of fearless women on the front lines is one who stands taller, fiercer, than all the rest. She is an unapologetic taskmaster. She is an unparalleled problem-solver. She is a resourceful Calendar Queen, ruling Nimble and Quickbooks with such ease and grace that others are awestruck by her efficiency. She is Marijo Burns.
Marijo’s big personality and fabulous sense of humor complement her 20 years of administrative expertise supporting C-suite executives. There are simply not enough verbs to describe everything she does, but the shortlist includes: scheduling, organizing, preparing, planning, maintaining, overseeing, posting, processing, disbursing, reconciling, following up and chasing down, reaching out and digging in.
This is Marijo’s favorite quote: “She stood in the storm and when the wind did not blow her way...she adjusted her sails." Marijo is this same kind of woman—tenacious, bold and empowered. She is the "Cement" in the Wet Cement team and we couldn't do what we do without her.
Marijo lives in New Jersey with her four kids, three dogs and one husband.
Lindsay knows that as sales professionals, we need to feed our souls. Often times sales can be tedious, numbers can be overwhelming, and the circular motion of it all can be downright exhausting! She has spent the majority of her career in advertising sales at Yahoo and WebMD. Lindsay worked with some of the largest consumer health and wellness companies in the industry and found her passion for understanding the art of the sales process. This discovery led Lindsay into the world of sales coaching and business development. She has a passion for working with people and fine-tuning their sales skills while providing business guidance along the way. She has successfully brought all of her clients to a higher level of sales performance, putting money in everyone’s pockets as a result.
Born and raised outside of Boston and after a couple of stints in NYC and San Francisco, Lindsay decided to settle down on Martha’s Vineyard (for now!) with her husband and son who’s an island native. She loves traveling, exploring new places by bike or hike and is always looking for great book recommendations. Throw in a glass of wine and good conversation with friends and she’s a happy camper!
Kristina is an engaging Executive Coach who is passionate about empowering leaders to unlock their potential and create real change.
Trained by the Neuroleadership and Strozzi Institute, her approach is heart-centered, strategic and grounded in neuroscience. Through her work, she helps her clients show up as their most fearless, authentic selves so they can experience more joy and maximize their impact on the world. She has coached leaders at various levels (manager to VP) from organizations like Deloitte, Johnson & Johnson, American Express, Sony, The Capital Group and Media Arts Lab.
Prior to becoming a coach, Kristina spent eight years leading marketing, sales, and business strategy for a $1B+ brand at a Fortune 50 company followed by two years overseeing the marketing team at a tech startup. Throughout this time, she led countless cross-functional teams which taught her how to work with, motivate and influence a wide variety of people. Kristina graduated summa cum laude from Northeastern University with a B.S. in Business Administration, Marketing and Accounting.
Her career brought her from the east coast to the west, and she now lives in Southern California with her husband and dog. Outside of serving her clients, she loves yoga, hiking, music, travel, and anything that brings people and communities together.
Erica Boothby teaches Negotiations at The Wharton School at the University of Pennsylvania. A social psychologist by training, Erica's research examines decision-making and social influence. She explores the psychological processes underlying people’s (often misguided) beliefs about the impact they have on others in the course of everyday social interactions, including conversations, shared experiences, and acts of kindness.
Erica’s research has been published in top-tier academic journals, such as Journal of Personality and Social Psychology and Psychological Science, and in several edited volumes. Her work has also been featured by media outlets such as The New York Times, The Washington Post, The Atlantic, and Scientific American.
Prior to arriving at The Wharton School, Erica completed her Ph.D. in Social Psychology at Yale University and was a Postdoctoral Fellow in the Behavioral Economics and Decision Research Center and the Psychology Department at Cornell University. She has a degree in Philosophy and Italian from Boston University. A native of Santa Cruz, California, Erica is passionate about surfing, painting, playing the fiddle, and all things Italian.
Europe & Asia Team Lead
Over the past decade, Hira has coached hundreds of people across industries, professions and ethnicities. She is an accredited member of the International Coach Federation and Association for Neuro Linguistic Programming. Her widely acclaimed leadership and coaching articles have been featured in leading outlets including: The International Coach Federation, The Huffington Post, Thrive Global, Ellevate Network and many more. Hira’s career development podcast, 8 Minutes of Learning With Hira Ali, was recognized by the Huff Post as one of the top 100 rising podcasts with guests.
Hira is also a registered coach and mentor at various London organizations including the National Heath Trust Mentor2mentees and The Cherie Blair Foundation. She has been nominated for two prestigious UK awards: the WATC Rising Star Entrepreneur Award and the Lift Effect 100 Extraordinary Women Star Award. Hira is extremely passionate about empowering and coaching high-performing career women. In her new book, Her Way to the Top: A Guide to Smashing the Glass Ceiling, she highlights the career challenges women face globally and the cultural implications of the latter. Those concepts and the strategies to overcome them are also reviewed in Career Excel--her new online women’s leadership program created in partnership with Wet Cement’s CEO Jennifer Willey. Hira lives in London with her husband and son.
Advance Women At Work Japan
Yuko is President & CEO of Comexposium, one of the world’s leading event organizers that connects millions of people every year through high profile, global events. One of the country's youngest female CEOs, she has also been instrumental in the growth of Asia’s largest digital marketing conference, ad:tech Tokyo, which now attracts 15,000 attendees and 250 speakers in a global showcase of innovation, trends and technology. Yuko’s wealth of experience in marketing, sales and event coordination makes her an ideal partner to help Advance Women At Work: Japan and support the country’s Womenomics policy focused on economic empowerment for women. Yuko lives in Tokyo and enjoys spending time with family and friends when she isn't traveling the world.
Pamela Chan Haviland
PR & Content Advisor
Pamela Chan Haviland is a two time Emmy award winning broadcast journalist who honed her skills as a general assignment reporter for WPIX TV News at Ten in New York City. As part of a live, breaking news team, Pamela was among the first on the scene for stories such as the crash of American Airlines Flight 587 in Belle Harbor, Queens and the massacre above the famed Carnegie Deli. She was also part of 24 hour coverage in the hours, days and months following the horrific attacks of 9/11. Prior to WPIX TV, Pamela cut her reporting chops as the Statehouse Bureau Chief for News 12 New Jersey and as a correspondent for New Jersey Network television and radio.
Making the transition to public relations consulting, Pamela was part of a team at Leighton Communications that helped clients develop an authentic connection to their mission. The team partnered clients with celebrities and professional athletes who were personally affected by the issues or illnesses at hand. In this era of such fractionated media, Pamela uses her experience from the journalism world to earn clients media attention and generate relevant content.
Pamela is a graduate of the SI Newhouse School of Communications at Syracuse University. She lives in New Jersey with her husband, three kids and two dogs.