Local Teams with a Global Reach

Our core team of experienced PR and marketing professionals, based throughout the US and Canada, are senior enough to contribute strategically and hands on enough to execute tactically. We also work with a range of associates specializing in SEO, PPC, Social Media, Analytics, and Influencer Marketing. Find out what our team can do for you in technology marketing. 


Elena Verlee

founder and president

With almost three decades of international PR experience, Elena began her career at top technology marketing agencies in San Francisco and London.  She has represented start-ups as well as billion dollar technology companies and venture capital firms.

An entrepreneur herself, Elena has sold a family automotive business and two e-commerce businesses, most recently in 2017. 

Elena authored the award-winning blog PR in Your Pajamas for 7 years, which was recognized by AdWeek, PR Web, Cision, Meltwater, Marketwired and many others as a "top PR blog" to read.

To nail your next media interview, check out her infographic published in Huffington Post and Entrepreneur Magazine.


Susie Reeves

Public Relations

Based in the San Francisco area, Susie brings more than 25 years of experience in all areas of high-tech communications.

Her technology PR experience spans both domestic and international areas, providing clients a complete range of services such as strategic corporate positioning; media and analyst relations; successful company and product launches; business and trade press tours, and effective event and project management.

Susie has provided public relations solutions to leading Silicon Valley companies--including Sun Microsystems, Apple Computer, Silicon Graphics, Quantum Corporation and Intel Corporation. 

Julie Galla

account manager

Julie Galla has 20+ years of tech industry public relations experience, including media and analyst relations, account management, customer reference and thought leadership programs.

Over the course of her career, Julie has been responsible for the planning and implementation of full-service public relations and customer reference programs for a host of leading technology companies and early-stage startups including Adobe, Cockroach Labs, Nervana Systems, NetApp, Union Metrics and Visier.


Heather Drugge

Content Strategist

Based in Vancouver, 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 and much more.

Heather is an avid sailor who has won races and will skipper just about anything that floats.

She commutes to work on her bike named “Dream” and lobbies for safe, flat, maintained bike lanes on the North Shore of Vancouver.

Dedet Panabi


Dedet 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 has worked with leading brands in Asia, North America and Australia in beauty, healthcare, real estate, digital marketing, fast moving consumer goods, and travel.

Ryan Foster


Ryan Foster has 15+ years experience in the fields of business technology consulting, digital marketing, and data-driven research and design. He has been a Salesforce CRM and Marketing Automation consultant to large enterprises such as Manulife, Leatherman, and UNHCR, and also a senior digital marketing consultant to the automotive industry. 

Ryan’s central focus is to help his clients grow their businesses by unlocking the revenue potential of their customer data. He does this by minimizing overhead with business automation software, and maximizing revenue through data-driven marketing and sales campaigns. 

I’ve worked with several PR firms in the past, and Cross Border surpassed my expectations with the level of strategic advice and tactical support that they provided. Elena and her team were tenacious in achieving results and their high-level business and technology media contacts were impressive. A very professional, creative and likeable team to work with.
— Steve Hnatiuk, Venture Capitalist and Past Chair, CVCA -Canada’s Venture Capital & Private Equity Association