Primal Practitioners


Primal Branding author and brand strategist Patrick Hanlon leads this intensely participatory workshop.

He's joined by strategists, creators, marketers, and others who have solved the toughest problems for the most incredible brands in the world using Primal Branding. This is not a talking head conference; it is immersive, hands-on and revelatory.


Author, Primal Branding®;
Founder/CEO, Thinktopia
SuperBowl Commercial Writer, Ad Agency Creative Director

Patrick Hanlon's seminal book “Primal Branding: Create Zealots For Your Brand, Your Company And Your Future” anticipated the growth of social communities and is required reading at YouTube, the second largest social engagement platform on the planet.

Hanlon defines how to create social communities that become so passionate about your success, they are willing to create it themselves.

He has been a keynote or guest speaker at TEDx, IDEO, HP Innovation Series, NYU, Urban Land Institute, and Hanlon works with billion dollar brands and companies who want to become billion dollar brands.


Founder, Chief Brand Builder Catchfoot+Run

Former Global Brand Strategist at Google, Rachel is now founder and Chief Brand Builder at her own firm. Over the past decade, she’s helped YouTube superstars, Fortune 500 companies, and entrepreneurs improve their online brand and build zealous communities.

She balances her work at YouTube by chasing her adorable toddlers and sampling the finest IPAs the Bay Area has to brew.


Digital Leader, Creative Marketer, Brand Strategist, Content Innovator

Lee Sosin is an expert in digital media and marketing, brand strategy and multi-platform content creation.  As SVP of Hearst Magazines Digital Media, Lee oversaw all marketing, solutions and branded content functions for Hearst’s 20 digital brands - from Cosmopolitan to Country Living - and all of their advertising categories. 

Prior to joining Hearst, Lee led Yahoo's Strategic Solutions group for the U.S. and Canada, and ran Time Inc. Studios where, in addition to digital content, he developed and produced television for TNT, Spike, Cartoon Network, TV One, and Lifetime Movie Network. 

A true left brain/right brain thinker, Lee has an MBA from Columbia and an MFA in Motion Picture Producing from USC.


Author, Investor,Chief Brand Officer

Tami was born and raised in Chatsworth, California and was always a “C” student, which really bothered her, but not enough to actually study – she was busy honing her social skills at the mall.  Tami found humor was the way to compensate for her insecurities and, years later, it was her humor and self-reliance that helped her achieve professional success.

From C-Student to the C-Suite is a modern-day guide to business and relationships – showing how a girl with straight C’s in school but straight A’s in Emotional Intelligence became savvy in the cutthroat business world.

Tami began her career in the entertainment industry as a talent agent, show creator and executive producer, with development deals at NBC, HBO and the Fox Network. She segued into a successful career in marketing services for Fortune 500 companies and served as a Chief Brand Officer.

Today, she is a LP with Halogen Ventures,  angel investor, advisor, entrepreneur, motivational speaker and brand ambassador. Tami loves to mentor and promote opportunities for women. 


Founder of The Gamer's Way & Chief Creative Officer at White Rhino Capital

A 20+ year veteran of the gaming industry, Aaron LeMay directed visual design, creative and game production at Volition, Bungie, and more where he made major contributions to multi-million dollar franchises including Red Faction, The Punisher, Saints Row, TERA, and Microsoft’s billion-dollar franchise Halo.

As founder of The Gamer’s Way, LeMay helps thought leaders, industry influencers, and pros of all disciplines master their gameplay to help them level up in life. Facebook, Nickelodeon, Gensler, Bungie and others have used LeMay’s focus to provide a structure for innovation, creative problem solving, and foster fluid communication to take individuals, as well as teams, to a new level of choices, power skills, and dynamic actions with The Gamer’s Way.


Audience Development Leader, Digital Marketing & Innovation Strategist

Sofia has built her career by engaging communities around content and commerce. She served VP of Audience Development at brands like goop and Clique Media, and was formerly at media powerhouses, Condé Nast and Google. She thrives at super-charging growth, building impact-driven teams, creative problem solving, and future-proofing businesses by launching unique monetization tactics and first-to-market media programs. Today, Sofia consults with media companies and start-ups and teaches the marketers of the future at UCLA. When she's not busy driving strategic growth and innovation for businesses, you'll find her exploring West Hollywood with her terrier, Jack. 

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Head of Creators x Brands at Props

Mary is the Head of Creators x Brands at Props, the first Ai-powered creator marketing platform to source, distribute, boost and optimize compelling content - in one place. Before that, she directed brand management, operations and technology for brands like AT&T, SAP, TOSHIBA, and Wyndham Hotels & Resorts at both of Omnicom's Interbrand and Siegel and Gale.

A fine artist, activist, and content creator, Mary is often traveling the world to help Creators understand how to spread their unique expressions louder and wider.

Mary graduated from Texas State University with a B.A. in Public Relations and Studio Art.

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Head of Marketing and e-Commerce at Masco Corporation

Roeya Vaughan is head of marketing and e-Commerce at Masco Corporation. Before that, Roeya was head of marketing at ASICS, Global Vice President at Oakley and has held brand positions at Mattel and other Southern Cal companies. She has an MBA from UCLA Anderson School of Management and volunteers at Girls Inc.

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Primal.Live is practical. Learn from world class leaders in politics, branding, marketing and communications as they illustrate how they have applied the principles of Primal Branding in their worlds.