About Us

Barry Saunders
Principal

For three decades, Barry Saunders has helped organizations find, create and share their stories in meaningful, memorable ways. Today he co-leads Joe Smith, the brand consultancy of Padilla.

Prior to founding Joe Smith, Barry was a partner with Prophet, a global brand and marketing consultancy, where he helped lead its Innovation practice. He previously worked as a financial advisor with AIG, and as a marketing director with the YMCA. There he guided growth strategy and program operations.

Barry began his career in higher education, serving as chief communication officer for a high-tech R&D foundation at the University of Maryland, and later in Virginia’s Community College System. He holds a bachelor’s in English from James Madison University in Harrisonburg, Virginia, and a master’s in English from the University of Maryland at College Park.

While his work empowers people, causes and brands, Barry’s drawn to places that make him feel small.


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