Choose New Jersey was created by the Christie administration 15 years ago in response to the 2008 recession. It was an effort to not only halt the economic retreat impacting the state and the country, but also to provide a path forward in a suddenly uncertain economic ecosystem.
The goal was simple: To help companies across the country and around the globe choose New Jersey when looking for a new place to do business — and ensure those already here would choose to remain.
Its founding CEO, Tracye McDaniel, said the independent, nonpartisan organization set out — funded by the private sector — set out to transform economic development.
“Together, we built an innovative public-private partnership that united the state’s Business Action Center, Economic Development Authority and the business community,” she said. “Today, Choose New Jersey stands as a beacon of possibility, proving that when diverse voices unite behind a shared purpose, extraordinary things happen.”
Choose New Jersey has done that and more.
Look no further than 2025 for proof.
The final year of the Murphy administration was the end of an eight-year run in which the organization used old-school business development staples (more than a dozen trips abroad and to California) with modern-day marketing strategies (think videos, orchestrated social media outreach and SEO-driven content).
The impact was everywhere:
In long-time sector staples life sciences and manufacturing:
- India-based Sun Pharmaceutical Industries announced plans to open a new U.S. headquarters in Princeton while Global biotech giant Genmab cut the ribbon on a new state-of-the-art facility in Plainsboro, where it will grow its workforce from approximately 150 employees in 2020 to more than 1,000 today.
- South Korean-based Celltrion acquired Eli Lilly’s campus in Branchburg, where it is expected to generate up to $1 billion in planned investment; Biocon established its first U.S. manufacturing facility in Cranbury, one of three India-based pharmaceutical companies have expanded or opened manufacturing facilities here;
In new-age sectors, AI and digital media:
- CoreWeave’s $1.5 billion IPO reinforced New Jersey’s growing leadership in AI and cloud computing — as did its eagerness to create the AI Hub in Princeton with the university and Microsoft.
- Paramount signed on as the anchor tenant at 1888 Studios in Bayonne, advancing New Jersey’s ascent as a hub for film and media that includes coming studies for Eatontown and Oceanport and Lionsgate in Newark.
These successes were hardly by accident.
With its best‑in‑class marketing team, Choose New Jersey built a cohesive, authentic narrative that used targeted awareness and strategic storytelling to maximize impact.
These efforts included building a robust asset library featuring a new suite of executive interview videos highlighting business leaders who live, work and invest in New Jersey while showing the state’s exceptional quality of life and diverse landscapes.
These initiatives translated into measurable gains across earned and owned channels. PR impressions increased by 41% year over year, and social media impressions grew by 119%, demonstrating stronger resonance with priority audiences.
That reach went well beyond the state borders.
Choose New Jersey hosted successful governor-led economic missions, return trips to India and California and to new locations, the Gulf Arab states and Mexico.
These trips, and more than a dozen others, have not been one-and-done ordeals.
Part of the reason the state has had so much international success during its first 15 years has been its eagerness to leave a part of New Jersey behind, opening offices in Europe (2018), India (2019), Israel (2023) and the Asia Pacific (2024).
It’s been part of a planned orchestrated by four capable CEOs: McDaniel, who served from 2010-14, was followed by Michelle Brown (2015-18), Jose Lozano (2018-21) and Wes Mathews (2022-25).
Each added their own imprint.
- Brown used the state’s rich diversity to make it the best place for food companies in the country;
- Lozano began the global push while leading the organization through the challenges of the pandemic;
- Mathews used his career in the state department to further expand the state’s influence around the globe.
Longtime Choose New Jersey Chair Ralph LaRossa, the chair and CEO of PSEG, said the organization is ready for the next 15 years.
“Choose New Jersey continues to help drive New Jersey’s economic growth, create jobs, scale businesses, and support the state’s business community,” Ralph LaRossa, chair of Choose New Jersey and chair, president and chief executive officer of PSEG said. “Fifteen years marks a significant milestone for our organization, and I am proud of the impact Choose New Jersey continues to make by bringing business to our state and through expansion efforts around the world. We look forward to working in partnership with Governor Sherrill and her administration to advance the state’s economic priorities in the years ahead.”
Jen Lenhardt, the interim CEO and Chief Administrative Officer of Choose New Jersey, agreed.
“Over the past year, Choose New Jersey strengthened its global reach and delivered meaningful results for businesses across the state,” she said. “By leveraging international partnerships and expanding our strategic outreach, we are creating new opportunities for companies, workers, and communities to succeed in New Jersey.
“I am proud of the team’s continued focus on driving growth and positioning the state for the next chapter in investment and job growth in New Jersey’s most promising industries and regions of the state.”
There’s plenty to look forward to.
This summer, Choose New Jersey intends to take advantage of the world coming to New Jersey for the FIFA World Cup 2026, including the final match — an incredible achievement that is one of Choose New Jersey’s biggest wins.
The state’s quest for the final was spurred by the Murphys but supported heavily by the efforts of Lozano and Choose New Jersey.
It was a public-private effort like none other.
“Without Choose, which has served as a convener of so many stakeholders across the region, we would not have the World Cup final in our backyard,” he said. “It’s the perfect example of when governments, private sector and nonprofits come together with one mission.”
A legacy moment for sure.
“The creation of Choose was by far one of the greatest and most impactful organizations created in the last 15 years in New Jersey — the World Cup final speaks to that in the most dynamic of ways,” Lozano said.
Mathews, who ended his run at Choose in December, said the first 15 years should be celebrated — and copied.
“Reaching our 15th anniversary is a proud milestone — a testament to the vision, teamwork, and perseverance that define our state and our organization,” he said. “From opening international offices to welcoming global companies and supporting job creation statewide, Choose New Jersey has demonstrated what’s possible when public and private-sector leaders unite behind a shared purpose.
“It has been a privilege to help guide this mission, and I’m confident the years ahead will bring even greater opportunities for innovation, growth and inclusive prosperity across our state.”
McDaniel, now the president at TIP Strategies in Austin, Texas, shared his view.
“Fifteen years of Choose New Jersey is more than a milestone — it’s a testament to what bold vision and collaboration can achieve,” she said. “The legacy we’ve created is not just about growth; it’s about setting a standard for modern economic development.
The future is bright, and the best chapters are still ahead.”
