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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.

Wet Cement programs transform behaviors and mindsets.


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,

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  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.

Jennifer Willey, Founder and CEO of Wet Cement

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.

Liz Buckley, Head of Strategy for Wet Cement

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.

Erica Boothby, Wet Cement Negotiations Coach

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.

Hira Ali, Europe and Asia Team Lead for Wet Cement

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. 

Yuko Furiuchi, Advisor for Wet Cement's Advance Women At Work Japan program

Fumiko Amanai-Tucker

Trainer/Facilitator, Advance Women At Work Japan

Fumiko began her career as a news reporter for the Tokyo Bureau of the Australian Financial Review. When her international marriage led her to Philadelphia, she worked as both an interpreter and translator for Merck Pharmaceuticals. Fumiko later relocated to San Francisco and managed Research and Business Development for a health products trading company.


After more than a decade of living in the U.S., Fumiko returned to Tokyo with her American family and joined NHK, Japan’s largest broadcasting corporation, where she corresponded with foreign broadcast corporations and coordinated programming.  Years later, she managed research and translations at Tsukuba University Graduate School. Fumiko is currently a certified Project Coordinator/Interpreter at JICA, a governmental agency that delivers most of Japan`s foreign aid.  Her leadership, management, and translation experience make her a valuable addition to the Wet Cement team helping to Advance Women At Work in Japan. Fumiko loves being outdoors with her family—skiing, scuba diving, hiking and gardening—and considers America her second home. 

Fumiko Amanai-Tucker, Trainer for Advance Women At Work Japan, Wet Cement

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.  

Pamela Chan Haviland, PR and Content Advisor for Wet Cement

AJ Fresco

Content Advisor

AJ Fresco (they/them) is a social worker, educator, and advocate for LGBTQIA+ justice. Currently, they work to uplift and advocate for LGBTQ+ youth at the nonprofit organization HiTOPS, where they run several support groups for queer and transgender youth and their families, provide affirming mental health care and referrals, and create a welcoming and supportive environment for youth of all identities. AJ also provides educational training centered on affirming queer and trans people for professionals, schools, and individuals. In addition, they teach the course Sexual and Gender Diversity in Social Work to Rutgers University graduate students.

As a doctoral candidate in social work at Rutgers University, AJ conducts research focused on improving support for LGBTQ+ youth and their parents, making mental health care more accessible and affirming for people in “non-traditional” relationships, and increasing education around gender-affirming healthcare. They also hold a master’s degree in social work from Rutgers University where they completed the certificate program in Child and Adolescent Well-Being and an Area of Emphasis in Gender and Sexuality, and Bachelor's degrees in Psychology and English Literature. AJ is a certified school social worker and a former high school teacher. AJ has previously provided clinical care through individual and relational therapy. In their free time, AJ loves to read, write, hike, and play with their dog, Blueberry Muffin.



Wet Cement Client Partners


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Lisa Bull

VP Integrated Marketing, Paramount

“I love everything that Wet Cement is doing to provide resources and tools to empower women in the workforce.  I had the pleasure of working with Jenn and the Wet Cement team on a workshop for the Viacom Women’s Employee Resource Group. Jenn provided a dynamic, interactive and engaging workshop around the theme of Imposter Syndrome. The workshop had a profound impact on the attendees and provided insight and strategies to manage and overcome Imposter Syndrome. I look forward to working with Wet Cement again to curate some new workshops in 2021.”

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Jeff Muench

Senior Director for Mergers & Acquisitions Integration Acceleration, Walmart

"Jenn was a tremendous strategic partner to the Walmart healthcare marketing team.  She and her team aggressively engaged as true strategic partners becoming an extension of our team.  Jenn employed her results-oriented, dynamic & collaborative style to engage all participants.  She brought innovative solutions only after fully understanding our needs and challenges. Jenn analyzed and communicated complex concepts, implications, and strategic solutions aligned with our strategy for effective and efficient plans. I most appreciated Jenn’s innovative ability.  She creatively and passionately answered the challenge to push the envelope driving our business while deepening customer relationships in new ways.  I look forward to our next opportunity to collaborate."

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Amanda Nerwin

VP Product Management,


"Wet Cement facilitated Medline’s first annual Women’s Advancement Summit where we held a 2-part workshop to address topics that were relevant to our Women’s Employee Resource Group; Imposter Syndrome and self-advocacy.  Across two days, these workshops inspired, motivated, and gave tools to our group that they could put into place to advance in their career and personally.  Wet Cement also helped us with surveys and communication to our group to truly customize the content to what our team needed.  We are already planning our next set of workshops with the Wet Cement group and are grateful for the partnership.”

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Francine Karamalegos Conway

Producer and Audience Engagement Manager, TED Conferences

"WOW, what a spectacular SheSession you gave tonight! Your confidence is brilliant and the content was so aligned with my (our) journey. Very captivating presentation too. Really cannot say enough good things about it--enjoyed hearing from you. Thank you for your time. and dedication!"

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Nicole Tucker

Manager Talent Acquisition, iCIMS

"Thank you for delivering such an impassioned presentation, Jennifer! It was a pleasure to be in the audience learning about various case studies and personal stories focused on elevating inclusion in the workforce."

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Josh Palau

SVP Growth Marketing and Media, Lending Tree

"I highly recommend Wet Cement’s programs; they will change the mindsets, actions and culture of your teams.“

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Debbie Drutz

Board Member, DPAA

“Jennifer has been instrumental in creating an inclusive community where all voices are heard and encouraged. She’s taken the females in our industry and has provided tools and support to educate, empower and foster critical dialogue that will create the female leaders of tomorrow."


Tracy Freno

Senior Manager of Customer Service, Bare Necessities

"It was a privilege for Bare Necessities to have the opportunity to learn from you and be inspired to EMBRACE EQUITY!  All of those who participated in the event relayed how grateful they were to have attended, and how much they truly enjoyed being a part of such a special day!

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Amy Summers

Leader of Raising HOPE,

United Way of Ulster County

"What a pleasure it was to host Jennifer Willey’s Impostor Syndrome Workshop for our Raising HOPE Mentees & Mentors. The theme of self doubt or fear of failure despite being competent and talented in their field of expertise is a challenge that can interfere with success when left unchecked.  Jennifer offered tangible ways to identify these triggers and how to best deflate your inner defeatist and replace that voice with a more supportive narrative. Our program participants were engaged by the topic and Jenn’s enthusiastic style of facilitation. I recommend this workshop.”

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Virginia Solis

Sr. Manager of Strategic Partnerships & Engagement Programs, Genentech

"My experience with Wet Cement was nothing short of wonderful. Jenn was highly collaborative, provided thoughtful feedback and recommendations, and remained in close connection during our project. I always felt like a priority with Jenn, and I look forward to exploring future partnership opportunities with her."

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Jennifer Reilly

Senior Brand Partner, ebay

“The Sales Training I have been a part of with Wet Cement is above and beyond what I expected! I have done many sales trainings during my 13-year career in Digital Ad Sales and NONE have taught me what I have learned from CEO, Jenn Willey. She has an extensive understanding, and great level of experience in the space, which provides a realistic approach to the business. There is no fluff, only guidance and coaching on proper techniques, winning strategies, dedicated help on skills to fine-tune and how to leverage your strengths. I have been personally challenged and see week over week growth in how I am applying her coaching and look forward to the results I will see this have on my career.”

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Karen Paff

Director Communications,

Salix Pharmaceuticals

"Our company asked Jenn to host workshops at its annual women’s leadership network event.  I was blown away by the content, mainly because of the thought process behind it.  Jenn was engaging, interactive and educational in her presentation. Her topics were relevant and helpful to supporting advancement of the key leaders. That’s not just my feedback; some of that language is pulled directly from our post-event survey.  Jenn made a difference in our lives which is why I can’t speak highly enough of her."

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David Kyne

Group President Communications, Evoke KYNE

“I wouldn’t risk pitching any new clients without Wet Cement helping prepare us to win.”

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Patricia Golas

R&D Leader, Johnson & Johnson

"The Women’s Leadership & Inclusion group at Johnson & Johnson was fortunate to host Jenn on International Women’s Day 2019. Jenn and I worked together to learn what specific areas the women of the Skillman community needed to focus on the most.  I was impressed at how Jenn structured this event to be both inspirational and highly actionable. All participants walked away with clear and tangible strategies for communicating more confidently, strategically building our Personal Board of Directors, tackling Imposter Syndrome, and advocating for ourselves. Working with Jenn has been a pleasure, and I am looking forward to future engagements with her Wet Cement team!"

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Marisa Russell

CEO, Meadow and Bark

"Wet Cement is a powerhouse of knowledge, support and motivation.”

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Judy Wheeler

Divisional Vice President,

Nissan Sales and Regional Operations

"The Nissan Women’s Business Synergy Team (ERG) invited Jenn to lead her presentation on “Building Your Brand.”  We were so impressed with the content and engaging manner in which she lead our group through key interactive elements. She armed each of us with actionable tactics and strategies to help elevate our own personal and professional brand and become “fearless” leaders. The proof is in the feedback; our attendees had extremely positive things to say about Jenn. We highly recommend Jenn to anyone searching for a passionate and professional keynote presenter."

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Christine Mari Hori

Marketing Manager, iMedia Summit Japan (Comexposium)

"Jenn's presentation was compelling and an eye-opener for our summit audience.  Gender equity is an important theme for Japan but it's penetration into the working force will take time. With astonishing data and a great presentation style, we are delighted Jenn was able to join us."

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Maureen Byrne

EVP & General Manager, Evoke KYNE

"Jenn has made a big impact on our work at KYNE. Her training sessions with me and my colleagues in advance of big presentations have been instrumental in helping us to focus our ideas, sync-up as a team and increase our presentation effectiveness, clarity and persuasiveness! Thank you Jenn for these collaborative, fun and powerful sessions – looking forward to more in the year ahead!"

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LaTisha Perry

Strategic Account Manager & Women’s Impact Network Professional Development Lead,


Jennifer was a wonderful, upbeat keynote speaker for our International Women’s Day celebration. She brought forth a factual, relatable and actionable speech that inspired our employees to reflect and embrace equity. We were impressed with Jennifer’s professionalism and enthusiasm from our first point of contact. This was a 10 out of 10 experience and we would highly recommend her!”

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Barry Frey

President & CEO, DPAA

"Jennifer has helped us build and deploy a world-class Women's Empowerment program that has provided tremendous value and community for our 150 member companies around the world.  She helps us across so many areas--from creating insightful, engaging and inspiring in-person and virtual workshops to building content and communications plus helping lead the strategy.  We've enjoyed having Jenn as an extension of our team for the past 2 years and we look forward to continuing our impact together across the marketing and media world."


Allison Sanjuanelo

Senior Manager, Samsung

"A successful, confident and resilient woman open to empowering and guiding other women, Jenn is an inspiration I hope to replicate and pass on as well."

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Mary Jones-Schaming

Assistant Director of Operations at County of Morris

“Jenn hosted a half-day virtual conference for the NJ GFOA annual Women at Work event.  Her presentation provided valuable information that allowed the attendees to walk away with actionable steps to overcome imposter syndrome, improve communication, and build a personal board of directors.  I highly recommend Jenn and her team and hope to collaborate with them again in the future.”

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Winona White

Vice President Human Resources, Kamehameha Schools

“It was totally worth the time and expense to fly here to Florida from Oahu just to participate in the Wet Cement workshop.  I love the Hero’s Journey as a model and approach to storytelling. I’ve been looking for an approach for many years to use and mentor in my leadership team. Jennifer Willey was a masterful and inspirational facilitator of this workshop."

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Jack Barrette

CEO, WeGo Health

"The WEGO Health team is still raving about your half-day session with us. Thanks for taking the time to understand our needs and to make your training the most impactful we've ever had; our team now has a shared language and strategic, customer-centric approach that is changing how we work with our clients and agencies. Our initial workshop was so valuable that my sales and account teams found budget to have Wet Cement continue working as an extension of the WEGO Health team, providing ongoing sales and communications coaching to all of our customer-facing teams. What they appreciate most is that every session is customized and designed based on our team and business needs--this is definitely not like a boiler-plate training program.”

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Maia Cody

Global Customer Operations,

Ocean Spray

"[Jennifer Willey] is a gifted presenter and a powerful role model for all professional women."

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Gina D'Andrea

SVP Sales, What to Expect

"We’re still coming off of the high of what was an amazing session. You delivered exactly what we needed and we couldn’t be happier."

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Laurel Netolicky

VP Business Development,

WEGO Health

"Jenn’s mentoring and strategic approach to client services and business development has been instrumental to improving the effectiveness of our organization.  Both our sales team and client services team are taking a well thought out, strategic approach to every proposal, report, kick-off deck and really any presentation that’s being presented to our clients.  Additionally, she has shifted the focus of our teams to think big picture, how can we help solve our client’s challenges and weave into their overall consumer plan.  This approach is proving to strengthen our client relationships and trust as well as result in larger contracts."


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. 



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. 

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