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.


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


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.


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


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.


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

MiddleM Creative team 1
MiddleM Creative team 2