ABOUT
Our Why
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 "fear less" so that together we can achieve our potential and build a more inclusive world.
As human beings, we all have the ability to develop and grow into the “best version” of ourselves—the version that is fulfilled, limitless, and authentic. While our own “best versions” may be unique, our personal value multiplies when we invest in each other. That multiple supports our vision to shape a productive world community of individuals who recognize their inherent self-worth and champion equality.
Our Value
Our programs help participants conquer fear to drive personal, professional, and business growth. We transform behaviors and mindsets through training, coaching, consulting and keynote speaking services focused on leadership, inclusivity and business development.
OUR TEAM
Jennifer Willey
Founder & CEO
Jennifer Willey helps others conquer fear to drive growth. She shifts mindsets and behaviors through inspirational stories of her unique career journey, coupled with research insights. As Founder of Wet Cement, Jenn is 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 inspire 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 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’—Confidence, Communication, Connections, Control, and Culture.
Her wealth of experience on-air, on stage, and in the corporate world as a C-Suite executive makes Jenn a memorable keynote speaker who delivers actionable "ah-ha" moments for her audience. As a certified eSpeakers Virtual Presenter, she leverages cutting-edge interactive tools to motivate, engage and educate. She is also a member of the National Speakers Association, New York and National Chapters and a Speakers Associates: Preferred Bureau Partner.
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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 design empowerment programs for women and modern leadership training for male executives. Jennifer is the first-ever Innovation and Inclusivity Advisor to Comexposium Japan and she is the Gender Equality Advisor for the DPAA as well as co-creator of its Women's Leadership Initiative, WE.DOOH. Her volunteer efforts are aligned with this mission; she contributes company time and profit to WorkingforWomen.org. Jenn was recently awarded the Princeton Mercer Regional Chamber’s Women of Achievement for 2023.
Jennifer has a B.S. in Communications from Cornell University and a Diversity & Inclusion Certification from eCornell. She lives in New Jersey with her husband and two sons.
Liz Buckley
Head of Strategy
Liz is a seasoned marketing professional with 25 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 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 developed the communications strategy for Career Excel and edited Hira Ali’s two books: Her Way to the Top and Her Allies: A Practical Toolkit to Help Men Lead Through Advocacy. Liz lives in New Jersey with her husband and two teenagers.
Erica Boothby
Negotiations Coach
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.
Hira Ali
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 leadership and coaching articles have been featured in leading outlets including The International Coach Federation, The Huffington Post, Thrive Global, Ellevate Network, and Harvard Business Review. 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 Health 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 first 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. Hira lives in London with her husband and young son.
Yuko Furuichi
Advisor, 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 tv and radio.
Making the transition to public relations consulting, Pamela was part of the Leighton Communications team 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.
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.
AJ Freno
Content Advisor
AJ Freno (they/he) combines lived experience as a queer and transgender person with an extensive background in LGBTQ+ advocacy, support, and DEI work to create impactful learning opportunities. As a doctoral candidate at Rutgers, AJ conducts research focused on improving support for LGBTQ+ youth and their parents. They also teach the course Sexual and Gender Diversity to Rutgers graduate students, and previously earned their MSW from Rutgers with a certificate in Child and Adolescent Well-Being and an Area of Emphasis in Gender and Sexuality.
AJ works full-time at the nonprofit organization HiTOPS, where they run support groups for LGBTQ+ youth and their families, provide affirming mental health care and referrals, and create a welcoming and supportive environment for youth of all identities. They also serve as the Vice President of Programming for the National Transgender Leadership Council, the Director of Youth Outreach for VentureOutNJ, and they run their own small business, Rainbow Connected, to provide education around LGBTQ+ identities. They have previous experience as a school social worker, a high school teacher, and a clinician providing individual and relational therapy.
OUR CLIENTS
OUR METRICS
Metrics matter. Our programs are only as valuable as the results they deliver. We continually refine our curriculum to integrate the latest research insights along with
feedback from our partners and participants. We deliver relevant, actionable content for your teams and better outcomes for your business.
SUPPLIER DIVERSITY
Inclusion and diversity are core values of Wet Cement, and as such, it's critically important that they be reflected in our procurement process and our vendor population. Wet Cement has established relationships with a number of minority-owned, women-owned, disability-owned and LGBTQ-owned businesses and seeks to add even more diversity to our supply chain and partnerships. We firmly believe in supporting the communities in which we live and work, and giving qualified suppliers an equal opportunity to do business with us.
Many of the suppliers we invest in are also certified by the Small Business Administration (SBA), Women's Business Enterprise National Council (WBENC) and Disability:IN, all three of which we are certified with as well as the National Minority Business Council (NMBC), the National Minority Supplier Development Council (NMSDC) and the National Gay & Lesbian Chamber of Commerce (NGLCC). We encourage all vendors to seek out these or other regional organizations for certification.
Upon submitting a Vendor Profile Form, our team reviews qualified suppliers with an eye toward competitive pricing, quality procedures, and timely processing. Those with purchasing authority are made aware of diverse suppliers and our annual spending with diverse vendors is monitored. If you have a product or service that is of interest, you will be contacted for further discussion.