SOAP :: us

We are deep-tissue consultants, designers, pr experts, activists, video producers, strategists, anthropologists, photographers, web-developers, writers and educators helping companies and organizations maximize the value of their positive reputation. Most of us work and play in Portland, Maine. Our homebase is located one block from the ocean in the historic Old Port. Come visit us, we'll buy a round downstairs at Rosie's.

Our goal is to create and inspire complete ideas of change while we manage a lifestyle company where smart, creative people work.

Read our Manifesto

John Rooks
Bob Rooks, P.E.
Alisa Conroy, APR
Liz Fisk
Myra Adorno
Kelin Welborn
Zach Magoon
Charlotte Mace
Brooke Brewer
Daniel Stephens
Doug Stradley


John Rooks, President and Founder
John is responsible for business management, client development, strategy, education and measuring client's return on their investment. He received a master's degree from Clarion University where he focused on writing and cultural theory. John is a frequent writer and speaker on issue of marketing sustainability and culture. Download Speakers Bio Here.
He organized a protest of his school lunch menu in third grade. He rode his bicycle from Seattle to Boston when he was 18-years old. He is a poor but happy gardener.
Core Advocacy: Authentic language.


Bob Rooks, P.E. Technical Director and Partner
As our staff environmental engineer, Bob is responsible for data validation and technical studies. He holds both undergraduate and graduate degrees in engineering from Duke University.
He rode his bicycle across the United States with John. If he could, he would craft wooden boxes all day... perfect little boxes. Telecommuting from Hawaii, he tries to get in the ocean once a day. Apparently, it's harder than one would think.
Core Advocacy: Right-angles.


Charlotte Mace Director of Sustainability Programs
Charlotte has a degree in biochemistry from Bowdoin College, with a coordinate degree in Environmental Studies. Her specialty is crafting transparent sustainability reports using accurate data, authentic stories, and candid stakeholder feedback.
By some amazing coincidence, Charlotte can make handmade soap from scratch. She has pulled in a 150lb halibut in Prince William Sound, Alaska. She grows heirloom tomatoes called "Mortgage Lifter" and "Big Boy."
Core Advocacy: Pie Charts.


Alisa Conroy, APR VP of Strategy and Partner
Alisa is responsible for advocating for our clients across many publics using a myriad of strategies. From media relations to stakeholder engagement, she is the chief architect of strategic programs for our clients. Alisa has a degree in Public Relations and double minors in Political Science and Peace Studies from Xavier University.
Pronounced: Ah-lee-sah. She traveled around Sri Lanka to discover her passion for photography. While studying economics & philosophy in the Czech Republic, she was a feature writer for the Prague Post.
Core Advocacy: Calm abiding.


Liz Fisk, Account Manager
Liz is responsible for implementing client advocacy strategies. She is a seasoned Account Manager having worked on national mega-brand accounts in both on-line and direct response. Liz has a degree in Anthropology from Skidmore College.
She munched on grasshoppers in Oaxaca. She is an Adirondack 46er. She dreams of one day driving a biodiesel ice cream truck cross-country.
Core Advocacy: Baked Goods.


Myra Adorno, Public Relations Associate
Myra is responsible for implementing public relations initiatives and maintaining positive relationships with key media players. She has a degree in Mass Communications with a minor in Public Relations from the University of Maine.
She swam with sharks, chased stingrays and kissed a dolphin; although not all at the same time. She has a sharp eye with a shotgun. She dazzles up the office with her handmade jewelry.
Core Advocacy: Fun.


Kelin Welborn, Art Director
Kelin is responsible for printed materials and typography. She keeps the typography jokes flying and graduated from Ringling College of Art and Design with a BFA in Graphic and Interactive Communication and a minor in Photography.
Sounds like Helen. But with a K. She loves to count her bruises after mountain biking. She laughs loudly at her own jokes.
Core Advocacy: Cankles.


Zach Magoon, Art Director
Zach is responsible for creative concepting and graphic design. Specializing in the web, he is also a skilled photographer, print designer and copywriter. Zach has a degree from Wheaton College (MA) where he focused on literature, studio arts and theater.
Is a competitive bicycle mountain bike and cyclocross racer sponsored by Bikeman. He would someday like to combine his love of baked goods and theater. He loves to go birding with his two daughters, Phoebe and Piper.
Core Advocacy: Wellness.


Brooke Brewer, Video Storyteller
Brooke lives for a good story. She worked for a series of non-profits for years, collecting amazing stories, and now tells those stories through film and video production. As a partner in the sustainable production company, goodfocus, she works with SOAP to produce creative, message-driven video content for clients.
She has a fascination for anything fermented and makes her own beer, sauerkraut and sourdough bread She was a shepherdess for a year and has her own crook. She just bought her first motorcycle with the dream of someday riding across Mongolia.
Core Advocacy: Activism as communication.


Daniel Stephens, Photon Junky
Daniel is all about beautiful light and compelling story. As a member of the film faculty at Maine Media College he connects students with the history of filmmaking and its context in society. As a partner in the sustainable production company, goodfocus, he concentrates on melding compelling images with concise, insightful stories.
At the dawn of the new century he sailed the eastern United States and Caribbean in a small, self-sufficient sailboat. In 2007 he went back to school for a degree in Environmental Science. Though a new-tech geek, Daniel collects and builds old-school tube amps, typewriters, turntables and flip-clocks.
Core Advocacy: Innovation.


Doug Stradley, Producer
Doug is a storyteller who seeks the characters, events, ideas and technologies in everyday life that promote positive change. He studied Industrial Engineering at Northwestern University and Filmmaking at Rockport College. He is responsible for video development and production.
He ran the Leadville 100 in 29 hours and lived to tell about it...a lot. He once took Neil Armstrong fly fishing on the North Platte River in Wyoming. He is an avid supporter of SAMAWA, a Tanzanian organization focused on educating children through music, dance, drama and art.
Core Advocacy: World change.