Four Questions with Tricia Forbes, MiddleM Creative’s New Vice President

Meet MiddleM Creative Vice President Tricia Forbes. Tricia joins us from an internal role at Georgia Oak Partners, where she was responsible for connecting the firm with founders, owners, investors and intermediaries through strategic marketing and impactful messaging, as well as guiding marketing strategy for the firm’s portfolio companies.

Q: Your most recent role was in-house at a Middle Market private equity firm. How do you think your experience there will contribute to the success of MiddleM Creative’s clients?

A: Leading marketing and branding at Georgia Oak Partners was such an enriching experience, both personally and professionally. Over the four years I was there, I came to deeply understand the value that can be created when founders and management teams find the right fit in a deal team. Completing transactions and creating value is all about effective communication, and in today’s environment, that starts online before the two parties ever shake hands. I know firsthand that branding and marketing doesn’t sign your LOIs, but if it is done well, it can get your team to the table.

Q: You started your career as a journalist. How did that experience shape the way you approach storytelling?

A: Working as a journalist really honed my ability to parse complex data sets into digestible information. As a general assignment reporter, you’re required to quickly become an expert on whatever topic you’re reporting that day, so I learned how to ask the questions that would lead to clarity the fastest. I also learned that all stories are about people, and that is what the consumer of a story remembers the most. If you can weave in the appropriate emotional tone along with the pertinent facts, you’ve done your job as a storyteller.

Q: What’s the latest thing you read or listened to?

A: I recently re-listened to Brene Brown’s The Power of Vulnerability, which has been a great piece of work for me to come back to over the past few years. It really gets to the heart of most of the issues we face as humans and how we can cope with them. I’m a big fan of Ted Talks, and I also love the McKinsey & Company Insights blog.

Q: What excites you most about working at MiddleM Creative?

A: I’m really excited about getting to know our clients and helping them achieve their goals. I love to see good people win, and I think our work helps our clients do just that. The whole team at MiddleM is so sharp and creative. Everyone really knows their stuff and follows through on what they promise. (This group works as hard as any deal team I’ve ever seen!) I’m not sure you can ask for more than that from your colleagues, so I’m really grateful I get to be part of this team.