Women’s Leadership Panel:
The Art of Figuring it Out

Thu, Nov 10, 2022, 5:30 PM CST

The Art of Figuring it Out promises insights from incredible leaders whose ability to finesse obstacles into opportunities has made them unstoppable. When the road came to a dead-end, they said “screw it,” and created their own path. Join us for authentic conversations about removing roadblocks, shifting perspectives, and figuring out your own way forward.

This year’s event features keynote speaker, Emily Pritchard, CEO of The Social Lights, followed by a panel discussion moderated by Allison Kaplan, Editor-in-Chief of Twin Cities Business. The panelists include:

  • Dr. Amelia Reigstad – Corporate trainer,  speaker and communication consultant/coach
  • Shelby Lewis – Associative Creative Director at Target
  • Margaret Murphy – CEO + Founder of Bold Orange

Admission is $55 for AdFed members and $75 for non-members. Or perhaps your company wants to support this event by purchasing a table? Purchase tickets or tables here.

Event Schedule:
5:30 – 6:30 pm – Cocktails/Snacks/Networking
6:30 – 8:30 pm – Keynote + Panelists
8:30 – 9:00 pm – Wrap up/Networking


Quincy Hall
1325 Quincy St NE
Minneapolis, MN 55413

KEYNOTE SPEAKER:  Emily Pritchard, CEO of The Social Lights

Over the past decade, Emily disrupted the public’s preconceived notions of the social media industry and transformed it into a viable way to drive business. Emily Pritchard founded Minneapolis social media marketing agency The Social Lights in 2011, the same year she graduated from college. While her peers were applying for internships, Pritchard leaned into her belief in the significance of social media and seized the opportunity to build her own agency. This social-first agency is flourishing as digital connection moves to the forefront of modern marketing. In 2021, Pritchard led her team to gain 12 new clients and in 2022, she added over half a dozen more. The Social Lights was named one of the fastest-growing private companies in the US by Inc. in 2019 and 2022. Emily is one of Twin Cities Business 2022 Notable Leaders in Marketing. In previous years, Emily received industry and business accolades including a Eureka! Award, Deubener Award, an Ernst & Young Entrepreneur of the Year Finalist, and designation as one of Minneapolis/St. Paul Business Journal’s “Women in Business” honorees.

MODERATOR: Allison Kaplan, Editor-in-Chief, Twin Cities Business

Allison (Ali) Kaplan is vice president of content for MSP Communications’ Cities Media Group, which includes Twin Cities Business magazine, where she also serves as editor-in-chief. In this dual role, Ali oversees digital content for both TCB and sister publication Mpls St.Paul Magazine, contributes to the overall strategy and new initiatives for the magazines and leads the Twin Cities Business editorial team, including print and events. Ali also hosts a TCB podcast about business leadership and innovation called By All Means. Ali is a graduate of the University of Wisconsin-Madison School of Journalism and Mass Communication. She now serves on the school’s Board of Visitors.

PANELIST: Dr. Amelia Reigstad, Communications & Leadership Consultant

Dr. Amelia Reigstad, Ph.D. is a passionate change agent, speaker, author, communication trainer and coach with over two decades of industry experience. She has spoken on a global scale at many professional events and conferences and has taught a variety of communications courses across the U.S., Canada, Europe and the U.K. With a passion for helping others, she consults and educates business professionals on the importance of leadership, understanding gender differences and communication styles and how this leads to more effective communication and productivity in the workplace. As a Twin Cities Business Magazine Notable Women Entrepreneur 2022 and founder of The Women Empowerment Series, she inspires and encourages women to use their voice to initiate change through authentic communication.

PANELIST: Shelby Lewis, Associate Creative Director at Target

Shelby Lewis is a longtime writer and storyteller, Tik Tok addict, and associate creative director from Falcon Heights, Minnesota. As a Target Corporate Team Member for 5+ years, she is deeply inspired by everyday human experiences, truths, and emotions in advertising (and beyond). She strives to use the power of language and empathy to help us all create deeper connections with the people around us and to the world we live in. Shelby is obsessed with her two Pitbull fur babies, Olive and Pickles, and is currently writing a children’s book while she patiently waits for the arrival of her first human baby this December.

PANELIST: Margaret Murphy, CEO and Founder of Bold Orange

Margaret Murphy is founder and CEO of Bold Orange Company (BOCO), a leading customer experience agency focused on helping brands with acquisition, growth, engagement, and retention. In 2022, Bold Orange was recognized in the top 10% of Inc. 5000’s Fastest Growing Private Companies. They were also named a Best Place To Work by the Minneapolis/St. Paul Business Journal as well as Inc. Magazine. Margaret seeks talent with a curious mind, an entrepreneurial spirit, and drive – that makes an impact on business and society. In 2022, Margaret was named a Notable Female Entrepreneur by Twin Cities Business Magazine. Prior to that, she was named a “Woman to Watch” and winner of “Top 40 Under Forty,” by Minneapolis/St. Paul Business Journal, her strength is in building cultures that foster empowerment, inspiration, and growth. Prior to Bold Orange, Margaret was President and COO of the Olson agency and spent 16 years at Carlson Companies. Margaret is Chair of The Board for the country’s largest gift card fundraising platform, RaiseRight, and is on the Board of Directors for Twin Cities Public Television.

PANELIST: Natalie Maiser, Executive Director of Client Service at Folklore

Natalie Maiser is the Executive Director of Client Service at Folklore. Her innate curiosity, expertise and client-centric approach brings brands to life through holistic strategic thinking that always puts people first. Natalie’s thirst for creativity and commitment to internal and external collaboration create an energy that inspires teams to develop solutions that exceed expectations. She has a multi-faceted background working on big and small brands and across all media types. This, along with her business development and agency leadership experience, gives her a unique, well-rounded perspective and allows her to see a project from multiple angles. With a history of collaborating with brands such as Cox Communications, Great Clips, Polaris, Premier Marine, Target, and Walgreens, Natalie understands the importance of solving business problems with interesting solutions.