About MiddleM Creative

We offer creative solutions exclusively for innovative middle-market firms that wish to stand out in a crowded sea of look-alikes.

It’s no secret that the M&A middle market is highly inefficient for buyers, sellers and intermediaries.

Having a strong marketing and business development strategy that communicates your focus and approach in a manner that is both consistent and unique can be the difference-maker."

With our background as former investment bankers and private equity professionals, we understand the intricacies of the M&A environment, and what it takes to stand out and remain top of mind. 

 
MiddleM Creative overview
 

Team Biographies

 
 
 

Joanne Verkuilen

Founder + Managing Partner

Watching the middle market M&A environment mature over the past 10 – 15 years brought me to the conclusion that firms competing for the next great transaction need a thoughtful and intentional brand and marketing strategy.

 
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With a combination of marketing and investment banking/private equity experience, I started MiddleM Creative with a deep understanding that a differentiating brand can have true ROI vis-à-vis efficiencies around deal origination.

I’ve worked on more than two dozen middle-market M&A transactions and private capital raises for such firms as Smith Barney (now Morgan Stanley), Sanders Morris Harris, Conversus Capital (now HarbourVest) – and most recently was the Director of Marketing and part of the leadership team at BlackArch Partners.

I want MiddleM Creative to become the premier marketing and branding firm not for the sake of growth, but because I love the work we do and am passionate about helping clients realize their aspirations.

O 980 785 4356
M 917 744 7351
joanne@middlemcreative.com

 
 

Kristin Steele

Vice President, Head of Client Services

I am passionate about what I do, and I believe it comes across in my work and relationships with clients.

 
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I have accrued a great deal of experience during my nearly 20-year career in the financial services sector working in marketing and business development capacities for asset management firms, private equity firms and service providers to those companies. The greatest takeaway I have learned is that in order to improve deal origination, a firm needs to be differentiated and stand out in a sea of look-alikes.

It starts with thorough market research coupled with a smart, targeted marketing plan that has measurable ROI targets. We learn this first-hand when delving into our clients’ business development marketing plans to understand how we can utilize MiddleM strategies to grow brand awareness, improve deal flow and create effective marketing campaigns. I take enormous pride in helping our clients meet their objectives.

Reach out to me today as we are always happy to discuss ideas and to strategize on how a smart branding and marketing strategy could benefit your firm.

O 704 879 1754
M 917 622 0172
kristin@middlemcreative.com

 
 
 

Heidi Vanhoozier

Client Services Associate

I genuinely care about the success of my clients, always putting their goals and satisfaction at the forefront of my business activities.

 
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I’ve worked in the financial industry for the past fifteen years, gaining experience in business development, account management, and sales. I spent a notable portion of my career at Bank of America on a team dedicated to facilitating portfolio loans for the bank’s high net worth U.S. Trust clients. These loan requests predominately fell outside-of-the-box, requiring creative thinking and tactful strategy to get them approved.

I thoroughly enjoy working through challenges by seeking solutions that culminate with positive results. I have a passion for uncovering business opportunities through networking, research, and analytics, all while fostering strong, long-lasting client relationships. Providing exceptional service is paramount to who I am and I feel very fortunate to be on a team with that same priority.

M 980.322.1245
heidi@middlemcreative.com

 
MiddleM Creative team 1
MiddleM Creative team 2