Baldwin & Obenauf, Inc. (BNO), a powerhouse in New Jersey’s creative and brand experience sector, announced a significant leadership evolution on Thursday. Rachelle Powell, a 20-year veteran of the agency, has been named president, marking a new chapter for the Somerville-based firm as it leans heavily into AI-driven marketing and strategic innovation.
The appointment comes as Trista Walker, who led the agency through a transformative period of growth, departs to pursue new opportunities. Powell’s elevation is part of a broader executive expansion designed to strengthen BNO’s role as a strategic partner for world-class brands navigating complex, highly regulated industries.
Powell’s deep roots at BNO have seen her manage high-stakes accounts for industry titans like Johnson & Johnson, Verizon and Bristol Myers Squibb. Her leadership is expected to bridge the agency’s historical brand-building expertise with the rapid technological shifts currently reshaping the industry.
“BNO has always been grounded in a clear mission—to help the world’s most important brands succeed,” Powell said. “Our focus is on continuing to deliver for our clients in meaningful ways—bringing together creativity, strategy, and emerging capabilities, including AI-driven solutions, to help them stay ahead of what’s next.”
BNO has positioned itself at the forefront of the “AI Revolution” within the Garden State’s marketing landscape. The agency recently introduced two proprietary offerings designed to give clients a competitive edge:
- ACXelerate™: A specialized design thinking process aimed at rapid experience transformation.
- Alpha Signal: A proprietary tool developed to help brands optimize their performance and visibility in an increasingly AI-dominated digital environment.
To support the agency’s next phase of growth, BNO has named a new tier of executive vice presidents, reflecting a deep internal bench of talent:
- Ryan Obenauf: Executive Vice President, Human Resources & Finance
- Abey Abraham: Executive Vice President, Operations
- George Jackus: Executive Vice President, Creative
Founded in 1981, BNO remains a staple of the New Jersey business community. From its headquarters in Somerville, the agency specializes in serving brands in the health care, life sciences, financial services, and telecommunications sectors—industries that are central to the New Jersey economy.
“On behalf of the Board, we thank Trista for her leadership,” Joanne Obenauf, founder and chair of the board, said. “She has helped guide BNO through significant growth, and we are grateful for the impact she has made.”
As Powell takes the helm, BNO appears poised to maintain its reputation for helping “brands that move the world” while embracing the digital tools that will define the next decade of consumer engagement.
