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 each other. That multiple supports our vision to shape 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 inspiring and actionable training, coaching, consulting and keynotes based on research insights. Our team accelerates innovation and inclusivity through virtual 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.
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.
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 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 the bulk 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. When Fumiko isn't working, she loves being outdoors with her family—skiing, scuba diving, hiking and gardening—and considers America her second home.
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.