we’re more than just

collaborators…

Meet the people on our team who don’t observe culture from the outside. They live inside of it.  Bringing clarity to our clients every day of the week. 

A woman with dark hair, winking, wearing a patterned blouse, standing in front of an orange and black background.

  • FOUNDER AND CHIEF EXECUTIVE OFFICER

    Michelle O’Grady Caballero is a strategist in communications, narrative change, and storytelling. With a background spanning lifestyle marketing, philanthropy, research, advocacy, and strategic partnerships, she creates innovative solutions for complex communications challenges. Michelle advises foundations, nonprofits, policymakers, and businesses on how to engage communities and shift culture through data, partnerships, and storytelling.

    She holds a Marketing degree from Woodbury University and a Master’s in Media Psychology from Fielding Graduate University. Michelle also serves on the boards of The Washington Center for Technology Policy Inclusion, Support Latino Business, and is a Google Next Gen Policy Fellow.

Portrait of a man with dark hair and a beard, wearing a suit jacket and collared shirt, against a plain background.

  • CHIEF OPERATING OFFICER

    Rigo Gonzalez is a marketing innovator with an entrepreneurial spirit and emphasis on partnership solutions. Over 16+ years of marketing experience has shaped a strong foundation in account, brand, and service development; especially leading cross-functional teams through the consumer & media landscapes. Rigo has a proven track record of success in business building & social awareness strategy. He has launched a number of new marketing & media practices, which have been scaled globally.

A woman with long brown hair, smiling, wearing a black blazer and white blouse, against a pink background.

  • DIRECTOR OF STRATEGY

    Sonja Brown is Team Friday's Director of Strategy with more than 20 years of experience in marketing and business development within Fortune 500 companies and regional brands, including Compass Group, Whole Foods Market, Coca-Cola, and The American Heart Association. She has led communications strategy and execution across matrixed organizations, aligning stakeholders toward a common goal. As a seasoned marketing and communications strategist, her experience includes strategy for brand awareness, new business acquisition, and crisis communications. She is passionate about mission-driven brands                 and organizations that strive to      make a difference.

Close-up of a man with a beard, glasses, and a cap smiling in front of a yellow and black background.

  • SENIOR ART DIRECTOR

    With over 15 years of design experience, Ty has built a career around illustration, motion, and visual storytelling. For more than 8 years, he has worked in the entertainment industry, leading campaigns for studios such as Sony Pictures, Disney, Warner Brothers, 20th Century Fox, Hulu, and Prime Video. An award-winning creative, he combines leadership, collaboration, and strategic thinking to bring ideas to life. Outside of work, he finds inspiration in comics, nature, and music.

A woman with red hair, glasses, and a black top smiling at the camera, with a purple background.

  • SENIOR GRAPHIC DESIGNER

    Anna is a Graphic Designer with more than a decade of experience with expertise in large-scale printing, branding, small press printing, and web design. Her previous clients included the Miami Heat, Miami Dolphins, Florida Panthers, Food Network, DIOR, Bacardi and many others. Anna will support the design creation, execution, and asset building for the creative deliverables.

A woman with dark wavy hair smiling, wearing a light pink sleeveless top and a necklace with a round pendant.

  • SENIOR ACCOUNT EXECUTIVE

    Diana Aguirre recently graduated from California State University, Los Angeles, with a Bachelor’s degree in Communications and a minor in Social Media. Born and raised in Los Angeles, this Guatemalan and Salvadoran is driven to help communities better understand each other to build stronger relationships.

Close-up of a smiling woman with curly blonde hair wearing a black top and layered necklaces, against a teal background.

  • ACCOUNT EXECUTIVE

    A strategic Account Executive with a creative edge, Jasmine Amabile bridges content production with data-driven communication, serving as the primary strategic liaison between clients and internal teams. Her expertise spans project management, client relations, and social media strategy, consistently delivering measurable growth across significant entertainment brands and platforms. A California State University Northridge graduate with a degree in Journalism, Public Relations, and Communications Studies, Jasmine transforms strategic vision into compelling creative that drives business results through effective solutions.

connect with us