Leadership

Maura FitzGerald


Co-Founder and Partner

A seasoned professional in public relations and journalism, Maura successfully founded and grew one of the premier brands in strategic technology communications in the U.S., FitzGerald Communications, to “turn corporate vision into market value.”  Under Maura’s direction, the agency immediately became one of the fastest-growing technology public relations firms, rapidly transitioning from regional boutique to respected national brand in less than three years.  After successfully building FitzGerald Communications to five offices and nearly 200 PR professionals, Maura sold FitzGerald Communications to Omnicom Corp. in 2002.

A serial entrepreneur, Maura was not content to sit back when she witnessed a market opportunity evolving.  With new technology innovations flooding the market as a result of Web 2.0, green and alternative technologies and market evolution in the enterprise software and mobile computing arenas, Maura was poised to address the sophisticated communications challenges of these emerging companies.  Together with Jean Serra, an experienced technology communications strategist and senior executive from FitzGerald Communications, she launched Version 2.0 Communications in late 2006.

Bringing her unique blend of communications strategy and business management, Maura has successfully counseled CEOs and senior marketing leaders from some of technology’s most innovative market pioneers, including Sony, Motorola, Digital Equipment Corp. and Compaq,  Sapient, Peregrine and Manugistics.  Working with these industry giants from their early days as fledgling “start-ups,” Maura has designed programs to establish industry awareness, bolster credibility and position these organizations for future successful liquidity events.

She continues to bring this expertise and experience to Version 2.0’s clients through her direct client management and mentoring of the agency’s leading account teams. As a journalist and freelance writer, Maura’s work has appeared in The Boston Globe, The Fort Lauderdale News, The Miami Herald and USA Today. She has also written for the Associated Press and United Press International.

Jean Serra


Co-founder and Partner

Jean Serra is passionate about helping disruptive companies become ascending brands as the Co-Founder and Partner of Version 2.0 Communications, an award-winning communication strategy firm serving hundreds of organizations worldwide including Betterment, HPE and WiTricity.

Since co-founding Version 2.0 in 2006, Jean has pioneered innovative strategies in communications, PR/AR, social media, content marketing, influencer relations, measurement, and strategic messaging and positioning. She leads a team of experienced executives in Boston, New York, and San Francisco to develop award-winning programs that fuel rapid growth, shift market perception, and drive measurable business impact within both consumer and B2B sectors.

Jean brings over 20 years of experience to client engagements with an unmatched depth of industry expertise in the enterprise, consumer and professional services sectors.

Prior to Version 2.0, Jean served as senior vice president at leading tech PR agency FitzGerald Communications, where she oversaw strategic communications campaigns and managed teams in flawless execution for both emerging growth brands and established market leaders. Her extensive career has also included senior account management positions at FitzGerald, Fleishman-Hillard and Red Whistle Communications (a Weber Shandwick company).

Jean is a member of the Board of Directors at Common Impact, a nationally-recognized nonprofit connecting Fortune 500 employees to nonprofit organizations. Follow her on Twitter @JeanSerraV2.

Jen Plimpton


COO

As head of operations for Version 2.0, Jen is responsible for day-to-day agency management, from finance, to office management and everything in between. Her extensive background and experience working with services companies maker her uniquely equipped for keeping the parts and pieces of agency life moving forward.

Prior to Version 2.0, Jen spent more than a decade at a North Shore ad agency, acting as director of finance and operations. Before that, she worked in finance for a West Coast retailer.

Katelyn Holbrook


Senior Vice President

Katelyn sets the strategic direction for communications programs and leads account teams in delivering stellar results. She has extensive experience with emerging growth clients and established market leaders across a number of market segments, including ad tech, enterprise IT, business intelligence and higher education. Her award-winning work includes the development and implementation of programs for clients such as Acme Packet, Backupify, Panjiva and the University of Michigan.

Backed by a decade of experience in marketing and PR, Katelyn is passionate about helping clients embrace emerging influencer, social media and data-driven strategies while maximizing the value of traditional PR tactics such as product launches, thought leadership campaigns and media tours. As a result of this approach, her clients have appeared on the front page of The Boston Globe, Wall Street Journal and The New York Times’ business section; contributed their expertise to The Financial Times, Business Insider and CIO Magazine; led discussions at SXSW, O’Reilly conferences and TechCrunch Disrupt; and created compelling infographics, eBooks, and trend surveys that delivered measurable business results.

Prior to Version 2.0, Katelyn held in-house marketing roles in the hospitality and commercial real estate sectors. She graduated magna cum laude with a Bachelor of arts in English from Assumption College and holds an M.A. in marketing communications from Emerson College.

Melissa Mahoney


Senior Vice President

Melissa Mahoney brings more than 20 years of corporate communications and public relations experience to Version 2.0. She uniquely combines top-tier PR agency experience advising high growth, emerging technology companies with strategic communications leadership within established global organizations.

Prior to joining Version 2.0, Melissa was the Vice President of Corporate Communications for start-up SimpliVity, where she oversaw worldwide media and analyst relations, brand management and social media programs. Previously, she was the Vice President of Corporate Communications for Iron Mountain (NYSE: IRM), a $3B information management company based in Boston. Over the course of a decade, she built and lead external and employee communications, global brand management, and customer marketing functions for the S&P 500 business.

Prior to Iron Mountain, Melissa was the Director of Corporate Communications for Corporate Software, where she drove internal and external communications for the $1B+ international software reseller and its parent company, REBAR, a corporate incubator. She was recruited from the Weber Group, where she was an Account Director in the agency’s Emerging Business Practice, with a focus on IT security and e-commerce. Representative clients included: Security Dynamics/RSA (acquired by EMC), NextPoint Networks (acquired by Netscout), Netegrity (acquired by CA) and Intranets.com (acquired by WebEx).

Melissa launched her PR career with Golin/Harris, a top consumer PR agency in New York. She earned a B.S. in Broadcast Journalism and a minor in English literature from Boston University.

Elissa Ehrlich


Vice President

As a vice president at Version 2.0, Elissa is a strategic counselor to clients in the academic and technology industries. She specializes in designing proactive media and thought leadership campaigns for her clients, leveraging her own press relationships to generate impactful results. Elissa has more than 14 years of experience as a public relations professional, where she has helped technology companies in all stages, from start-ups to household names, use strategic communications to drive business value. Her broad experience spans horizontal technology markets including cloud computing, mobile, networking, hardware and software, as well as vertical markets such as retail, sustainability, marketing, education and financial services.

Elissa is deeply passionate about media relations, whether it’s working closely with clients to uncover and craft their most compelling stories or tapping into her network of journalist relationships to bring these stories to life. Prior to joining Version 2.0, Elissa was a Director at Bateman Group, a bi-coastal technology public relations agency. While at Bateman, Elissa oversaw strategic communications programs for clients including Recyclebank, LightSpeed Retail, Virtustream and Digimind Social. Earlier in her career, Elissa was mentored by Jean and Maura as an Account Supervisor at FitzGerald Communications, where she managed programs for technology companies including GXS and Radware.

Libby Botsford


Vice President

Libby is a passionate and dedicated communications professional who creates and manages strategic programs to build brand awareness and drive business results. Leveraging a deep understanding of the new media landscape, Libby crafts proactive thought leadership and corporate communications initiatives, social media programs, product launches and rapid response campaigns.

In her capacity as Vice President at Version 2.0, Libby works with a number of B2C and B2B clients in the technology, clean energy and education sectors, providing high-level marketing and communications counsel and maintaining a careful watch on the success of client programs. She has developed a number of award-winning campaigns for clients including Acme Packet (acquired by Oracle in 2013), Avid, BerkleeICE and Panjiva.

Prior to Version 2.0, Libby worked as a public relations professional at Matter Communications. During her time there, she implemented various PR programs for high-profile B2B and B2C clients, including CVS/pharmacy, Lexar Media and Compellent (acquired by Dell in 2011).

Libby graduated in June 2009 with a Bachelor of Science in Psychology from Union College in Schenectady, NY. During her time at Union, Libby was a member of the New York state champion swimming and diving team, as well as a disk jockey at WRUC, the first college radio station in the country.

 

Jacky & Milou


Team Mascots

Jacky (right) and Milou are popular Version2.0 visitors.  They love to hang out under the conference room table during positioning and messaging workshops, a great “position” for snagging those handouts from Formaggio-catered lunches.

Lola


Team Mascot

As the elder canine stateswoman, Lola spends her days lounging in Jean’s office and holds court each afternoon in the foyer to demand her daily belly rub.  She keeps vigilant watch at desks (and trash cans) to ensure no bagel or sandwich is wasted, only occasionally becoming a little overzealous in “duties.”  You’ll know when Lola is in the office – she’ll be sure to greet you at the door with a hearty bark to say hello.

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