Team

Woden was founded in 2014, but its principles were forged more than a decade earlier by its founders’ experiences in media and advertising. Those principles have at their core the idea that a well-told and well-placed story is the fuel for growth in any industry or for any cause, and that this lesson is as old as humanity itself. Now we’re ready to put our principles to work for you.

Partners

Ed Lynes

Partner

Ed is a partner and founder of Woden, where his passion is keeping clients happy (and paying!). He helped to start Woden after a decade of experience in media and advertising — all of which was focused on helping businesses better tell their story.

A native Bostonian, Ed moved to Philadelphia in 2005 to join fellow Woden partner Dan at Elauwit Media in South Jersey, where he led sales and marketing. Just before Woden, Ed led sales and marketing at Philadelphia’s leading Latino media group.

Ed’s experience in media helps Woden’s clients identify the best channels for their message. If you see him in Center City Philadelphia walking his wheaten terrier, Bailey, be sure to say hello (to Bailey – she’s way more social).

Dan McDonough, Jr.

Dan McDonough, Jr.

Partner

Dan is a partner and founder of Woden, and focuses his energies on the creative work for clients. He is the former CEO of Elauwit, a media and telecom company, and currently serves as its chairman. While Dan has spent most of his life telling the amazing story of his own businesses, he’s now doing that for other great companies through Woden.

Previously, Dan was CEO at Elauwit Media, where he helped grow a start-up newspaper business that launched in 2004 to the fastest-growing newspaper publisher in America in 2009, as rated by Inc. magazine. His media experience includes serving as editorial-page editor for daily newspapers in New Jersey; as a New York City-based correspondent for the Bureau of National Affairs; and as a news professional with Gannett and Dow Jones.

Managers

Mary McCool

Manager

Mary comes to Woden from the art world, and has been crafting stories for the stage professionally for almost two decades. She understands how to get and keep an audience’s attention, and brings a uniquely creative perspective to the Woden team.

Mary’s work has been seen across the country and around the world, including the Humana Festival of New American Plays (2007, 2015, published by Playscripts, Inc), the Under the Radar Festival at the Public Theater NYC, the Tokyo Performing Arts Meeting, the Walker Art Center, the Andy Warhol Museum, the Kimmel Center for the Performing Arts, and more. Mary has been an artist-in-residence at the University of the Arts, Drexel University, Princeton University, FringeArts, the Kimmel Center, and the Beppu Project in beautiful Beppu, Japan.

You can hear Mary sing back-up vocals on The Psychedelic Swamp, a full-length LP from beloved Philly rock band, Dr. Dog.

Associates

Catarina Araujo

Catarina Araujo

Associate

Catarina comes to Woden (and Philadelphia) from Europe, where she was working in marketing and sales for professional services for the last decade. She studied at the University of Nottingham in the UK and went on to do a Master’s at the University of Birmingham (UK).

Her love of writing began when she was only 7 years old, when she wrote a book about an elephant to teach her little sister to read. Since then, she’s been writing marketing materials on a wide range of topics, for both B2B and B2C businesses. Catarina believes that professional brands have clear and consistent messaging on their marketing collateral, websites and communications – and she’s passionate about ensuring brands make a great impression.

In her spare time, Catarina loves to spend time with her rescue dog, and is an avid blogger on her travel blog about Portugal.

Ngozi Assata

Ngozi Assata

Associate

Growing up a keenly curious only child, Ngozi intuitively discovered new ways to connect with people and create impactful experiences. Ngozi understands the importance of this concept for authentic connection building and applies it to brand storytelling, so clients may reach their full engagement potential.

Ngozi believes creativity can always expand, but must be constantly challenged to do so. She has been creatively challenged as a digital media strategist, travel blogger, filmmaker, dancer, and model.

Though proudly hailing from Washington, DC, Ngozi found herself sticking around in Philadelphia after completing film school in 2015. Ngozi prides herself in committing to her beliefs in social justice, the “Golden Rule”, and having ample supplies of Malbec and Dizengoff in her home.

Kate Faigen

Associate

Growing up a quiet kid, Kate found that creativity gave her a presence. She graduated from Kenyon College with a BA in English, and attributes much of her love of writing to her rural Ohio alma mater.

Kate comes to Woden with a background in digital marketing, and takes on the role of brand storyteller for various clients. She believes that emotionally relatable content can have a visceral effect, and that the most engaging brands are those that reach their consumers on this level. When she’s not working or sleeping, she’s cooking (microwaveable dinners), writing very biased film reviews, and going to the suburbs to hang out with her parents’ German shepherd, Mr. Big.

Steve Harrell

Steve Harrell

Associate

Steve brings over a decade’s worth of true business development experience to Woden, mainly in the startup world. Holding leadership positions at each, he helped turn early stage companies such as LivingSocial, Sidecar, and Caviar (Square) from small local companies into national brands.

Steve graduated with a degree in Psychology from Gwynedd Mercy University out in Philly’s suburbs. His passion for understanding what makes people tick applies directly to his work with clients at Woden, helping to turn their personal stories into new revenue streams. Steve was born and raised (and still resides) in Philadelphia. Growing up in the Northeast, Steve attended Father Judge High School where he still continues to be active, dedicating his spare time to the school’s Alumni Boards for Athletics and Marketing and also assists in coaching the boys varsity soccer team.

Rachel Hawa

Rachel Hawa

Associate

Rachel is trying to create a lifetime out of once-in-a-lifetime experiences. This philosophy has taken her to over 80 countries in six continents. Other than experiences, she’s an avid collector of new friends, and all the stories that they come with.

Prior to joining the team at Woden, she worked as a real estate broker in New York (her hometown) and in sales for tech start-ups. Rachel has experience in both B2B and B2C sales, and believes that regardless of the type or market – the first and last step is always gaining a strong understanding of her client. She looks forward to working in a new industry and working with business founders to uncover the compelling stories behind their brands.

She’s excited to explore the hidden gems of Philadelphia and is always planning her next adventure.

Melissa Rodier

Melissa Rodier

Associate

Melissa’s love for telling stories grew out of a competitive streak in second grade when she was determined to out-write the girl sitting next to her (Melissa won, with six pages to her neighbor’s four). Creating stories became about creating both connections and confidence. Ever since then, she has been dreaming up stories and trying to create something bigger and better than the standard narrative.

Melissa comes to Woden from Drexel University, with a major in English and a double minor in International Area Studies and Russian. Her work experience rangers from Literary and Artistic Intern at the Wilma Theater to Content Development Fellow with Texture Press.

At Woden, Melissa’s primary focus is on social media advertising, but she also writes for clients, assists in social media posting, supports business development, and single-handedly keeps Wawa in business with her coffee addiction.

Kelly Sarabyn

Kelly Sarabyn

Associate

Kelly comes to Woden with a background in legal research and trade books. A graduate of Yale Law School, she has published numerous articles on constitutional law. She previously worked at the Foundation for Individual Rights in Education, an organization that defends free speech.

The co-founder and managing editor of Book Club Babble, Kelly has experience branding and marketing a site that offers in-depth discussions of the latest books. In addition, she regularly interviews bestselling and critically acclaimed authors.

At Woden, she uses her research and writing skills to help clients’ craft and communicate their stories.

Interns

Zach Kliger

Intern

Zach is a student at the University of Colorado and likes to pretend that he is a writer from time to time. At Woden, he’s the main writer and all-around awesome dude for the 13p5.com blog that is chock-full of great information for start-up companies.

Just like everyone else, he wants (and almost always fails) to understand the general madness of life a little better every day. The tricky business of media and new media is of particular interest, but all that really matters to him is sharing bad jokes with better people and having good conversations. May that be about life, start-ups, or the latest Game of Thrones episode.

He also really hates talking about himself, but tries his best.

Justin St. Louis

Justin St. Louis

Intern

Justin has a passion for telling stories. Throughout his life, he has always been inspired by the creative work of authors, designers, and storytellers.

At the young age of 13, he taught himself how to design after being intrigued by a graphic created by a peer. He enjoys designing to tell visual stories; whether it be photography, logo development, or print layout.

When he’s not working on projects for Woden, Justin leads the Print Publications Team for the Order of the Arrow (Scouting’s National Honor Society). He is currently a freshman at the University of Massachusetts in Lowell, MA, pursuing a degree in Business Administration.