Our Senior Team
Want to work with a team where every member has been in technology PR and marketing for 20 years or more? Meet our experienced team based throughout the US and Canada.
FOUNDER AND PRESIDENT
Elena began her career at leading technology PR agencies in San Francisco and London, UK, and now
calls Vancouver home. With two decades of brand building experience, she is a passionate publicist who has worked with clients from Autodesk to Xantrex – start-ups to billion dollar technology companies, as well as several venture capital firms. Elena’s award-winning blog PR in Your Pajamas is often cited by media and bloggers as a must-read resource and has been featured in Entrepreneur Magazine, Huffington Post, Adweek and more. An entrepreneur at heart, she has also sold two businesses, including a subscription site.
Based in Silicon Valley, Susie has more than 26 years experience in high technology and consumer public relations. She has worked in both corporate and agency environments supporting Fortune 500 companies and start-ups in all industries including companies such as Cisco, Apple, Sun Microsystems and Intel Corporation in business-to-business and consumer marketing, implementing external and internal communications programs globally. Susie develops strategic messages and positioning for clients, which help to meet overall business objectives and positively impact their bottom line.
MEDIA RELATIONS AND COMMUNITY ENGAGEMENT
A dynamic and creative marketing & communications specialist and community builder, Farrah brings 20 years of media and community relations to the Cross Border team. Farrah has a proven track record of managing and growing media profiles, community awareness and relationships with business partners and customers. She has worked with technology and lifestyle B2B and B2C companies to develop and implement media relations and stakeholder engagement strategies, education programs and outreach events. She served as National President of the Wired Woman Society and was a YWCA Young Woman of Distinction nominee.
Heather has almost two decades of experience in marketing products and services for high-tech and biotech companies. She directs her energy and creativity to leading technology-based companies through corporate branding and positioning, producing interactive software demos, white papers, web sites, brochures, press releases, annual reports, ebooks and much more. When not at her computer, you'll find Heather outdoors - riding her bike or sailing and anchoring in the many beautiful bays of British Columbia.
Dedet Reyes Panabi
Dedet Reyes Panabi started writing for newspapers when she was 16 – a summer job that turned into a 30-year career in Storytelling. She was a print journalist and a magazine editor-in-chief for over a decade, and made the shift to advertising and digital. It was a new platform but the same challenge: telling stories that make people think, feel, act and remember.
She combines a journalistic approach with new technology and consumer data to create multi-platform storytelling. She's worked with leading brands in beauty, healthcare, real estate, digital marketing, technology, and travel. Working with different markets (Asia, North America, and Australia) has also helped her adapt a tone to different cultures.
Find out what we do and what kinds of technology companies we work with.
I appreciated Elena’s attention to detail, media training tips and ability to communicate a story succinctly, in a way that resonated with key business media influencers.
Channel Manager, Quickmobile
Elena and her team really know how to guide us and continually challenge us to uncover our stories and tell them in a way that influencers love.
Corporate Affairs, Eight Solutions
Elena’s knowledge about publicity, media relations and social media is amazing. I wouldn't hesitate to recommend Cross Border for any company.