Thoughts and Thought Leadership

Local Marketing Veterans Ditch Traditional Marketing Roles and Conspire to Build a Better Model

by | Oct 14, 2021

marketing firm news


ST. PETERSBURG, FLORIDA – Coconspirator, a marketing strategy firm, has relaunched under expanded ownership, attracting a growing list of new clients that include  AGW Capital Advisors, MetroLagoons, and Blind Tiger Coffee

This spring, industry veterans Allison (Ally) Gannon and Saya Heathco joined Founding Partner and Chief Growth Officer, Shane Needham, as a strategic move to grow the company and expand its focus on building value for clients. 

Ally takes on the role of Chief Connection Officer at Coconspirator, where she leads marketing operations, channel planning, and activation strategy. Mrs. Gannon joins Coconspirator most recently from her post as Marketing Director of Synapse Florida. She is a multi-faceted marketer drawing from her experience at PODS, ClearChannel Outdoor, and multiple local advertising agencies. Gannon was on the board of the American Marketing Association of Tampa Bay from 2015 – 2020, serving as President in 2018.

Saya joins the partner team after nearly ten years as Director of Strategy for 22squared, where she led a cross-office agency team to build and strengthen brands like Publix, AdventHealth, Baskin-Robbins, and The Home Depot. Before that, she held several marketing and strategy positions at Chicago ad agencies, including independent shop, Cramer-Krasselt. Heathco now assumes the role of Chief Brand Officer, defining and refining brand positioning and relevance for Conconspirator clients.

“We are truly committed to the ‘co’ in Coconspirator,” says Saya. “We work to connect clients, contractors, and the community to effective marketing strategies that too often feel inaccessible or disjointed from the business.”

Coconspirator started in 2018 to help companies of all sizes strategically organize their marketing efforts through outsourced leadership and project-based engagements. Billed as ‘insiders with an outside perspective,” their approach to strategy balances impact and insights in equal measure. Many consultants stop at research or branding, but the firm’s curated background in Strategy, Media, and Production allows it to plan all the way through long-term activation. And a seamless resource management model helps scale execution through top local talent. 

Many businesses today achieve substantial success without a concrete brand story or marketing plan and find themselves needing a partner that can jump in and fill the gap. Unless you have significant time, teams, or investment for marketing, the traditional agency model doesn’t support those brands with the most to gain. Coconspirator aims to apply marketing and branding to facilitate growth, without sacrificing momentum.

“This is exactly what we talked about early in our careers. We’d be hanging out around a bonfire asking ourselves what we want to be when we grow up” recalls Gannon. “Working together, using our marketing powers to help good people run good businesses; that has always been the dream, and now it’s a reality.”

In a matter of months, the trio has added several clients to grow and diversify their roster, including AGW Capital Advisors, MetroLagoons, and Blind Tiger Coffee, These beloved local brands continue to reinforce Coconspirator’s intention to support companies with a long-term focus, that fuels and elevates their community. These new clients are in great company with existing relationships that include Beach Bank, Boatsetter, D-Mar, iApartments, Personalabs, and Synapse Florida, to name a few.

“I am optimistic about the roadmap for Coconspirator,” said Needham. “Curating a team of  talented  and conscientious professionals allows us to provide services to perpetuate a growing and thriving business community here in Tampa Bay and beyond.“


COCONSPIRATOR – At our hearts, we are marketing nerds who have never been very good at separating business from pleasure. Maybe it’s because we like what we do? Perhaps it’s because we actually like each other? Or maybe we just aren’t fond of following the rules. Coconspirator is built from decades of experience across a wide range of marketing disciplines and offers strategic consulting and retainer services that empower good companies to become great brands. Whether an established brand or in the early stages, we specialize in offensive and defensive strategies to create better marketing outcomes. Let’s conspire together. Learn more at

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