Barby K. Siegel
Following her graduation from Barnard College, Barby set off to begin her career in New York City.
Although initially interested in advertising to make the most of her English degree, but unable to land a job, she turned her attention to PR. Barby soon secured her first job at a boutique PR firm where she spent seven years, quickly rising through the ranks to VP running large-scale accounts.
Ready to play on a larger, more global stage, Barby joined Edelman where she spent eleven years. During that chapter she had two daughters and worked on some of the world’s most iconic brands including Apple, Dove, Hershey, American Greetings and Maxwell House Coffee. After her long tenure, she left Edelman for Ogilvy PR for an opportunity to be the head of global consumer PR and spent eight years building the firm’s consumer practice.
In 2009, Barby joined Zeno Group, part of the Daniel J Edelman family of companies, as CEO. When she arrived, Zeno was some 60 people. Today Zeno Group is a global, integrated communications agency with over 400 people across North America, Europe and Asia and a client roster filled with some of the world’s most iconic and influential brands and companies.
Under Barby’s stewardship, Zeno transformed from a small, unknown to an award-winning agency that is guided everyday by a non-negotiable, core set of values and its North Star – Fearless Pursuit of the Unexpected. Over the last almost eight years, Zeno has experienced unprecedented growth and industry recognition for its strategic thinking, creativity, innovation and collaborative culture. Step into any Zeno office and you immediately feel the high energy and special spirit that imbues the “Green Machine” everyday.
Zeno was named PRWeek “Mid-Size Agency of the Year” for a record-breaking three consecutive years (2011, 2012, 2013) and was also named “Consumer Agency of the Year” in 2013 by Paul Holmes. For the past three years, Barby has been named to PRWeek’s “Power List” and was recently been inducted into PR Week’s 2017 Hall of Femme. In 2012, Barby was named PRWeek “PR Professional of the Year.“
Barby has represented clients in myriad categories, including personal care, packaged goods, food, beauty, health, automotive, fashion, retail, financial services and technology. She is passionate about the power of a 'big idea' to work across channels to influence behavior, impact the intersection of brand and corporate reputation and drive real business value for the clients that trust Zeno with their business.
Today, Barby spends the majority of her time working with clients and teams and ensuring that no matter how much Zeno grows, the firm does not lose sight of the culture and values that has shaped it.
Barby lives in Westchester, New York with her husband, Fred, and is “Mom” to her two college-age daughters, Matty Esther and Mallory Chaya. She brings the same passion to her hobbies and special interests as she does her work. In her off time, Barby can be found in the gym lifting weights, running on the road, experimenting in her kitchen with new, healthy recipes and last but not least visiting – usually over a good meal - with her vibrant, 92-year-old father – a source of ongoing inspiration to Barby and the entire family.