Hendersonville, NC — Award-winning strategic communications firm Formation PR + Brand announced today it has named Sarah Broberg, APR, as its new vice president of strategic communications. With more than 25 years of experience advising executive leaders and leading multi-channel, data-driven campaigns, she brings the strategic insight and leadership necessary to advance the agency’s future growth and support client service and impact.
In this role, Broberg will lead the development and execution of comprehensive, integrated communications strategies for Formation’s clients, while overseeing key service areas including strategic communications planning, media relations, public relations, and marketing.
“As our clients and their needs have evolved over the years, so too has our team and the types of roles and leaders needed to uphold our high standards for quality and service delivery,” said Erica McArthur Allison, CEO and founder of Formation PR + Brand. “Over the past two years, I’ve focused on creating pathways for professional development and growth within our agency, while also identifying critical positions necessary to our future success. As VP of strategic communications, I am confident that Sarah will be instrumental in mentoring our already exceptional team, delivering highly strategic and tailored services to our clients, and supporting an exciting new chapter for Formation PR + Brand.”
Before joining Formation PR + Brand, Broberg served as vice president at Carabiner Communications, where she advised healthcare and technology organizations on integrated marketing and communications strategies. She also brings five years of higher education experience, having led the Communication and Marketing Department at University of North Carolina Asheville as a member of the Chancellor’s leadership team.
Earlier in her career, Broberg spent more than a decade with TRACCS Public Relations in Cairo, Egypt, where she managed day-to-day operations and provided strategic oversight as deputy managing director. She also served as English editor for the Egyptian Center for Economic Studies, an independent economic think tank.
Broberg holds a bachelor’s degree in Marketing Management, a master’s degree in Management and Leadership, and an MBA from Western Governors University. A longtime member of the Public Relations Society of America and western North Carolina chapter founder, she helps clients communicate with clarity, consistency, and measurable impact. She is lauded by clients and colleagues for her ability to joyfully jump into the unknown.
“Formation’s commitment to Listen, Create, Empower and Impact is reflected in every client engagement, where creating with passion and integrity has earned deep trust across industries and geographies,” said Broberg. “That clarity of purpose and sustained impact is what drew me to Formation and to work that enables clients to do what they do best.”
When she’s not shaping strategy, Broberg can be found cheering on her teenage sons, engaging in community and board service, or working her way through several books at once.
Founded in 2007, Formation PR + Brand is guided by a simple mission: Listen. Create. Empower. Impact. The agency is committed to investing locally while also working with clients across the country who are dedicated to creating social and economic impact throughout the communities and regions in which they work. To date, the agency has served nearly 300 clients across 10 states and the District of Columbia.
About Formation PR + Brand
Founded in 2007 by Erica McArthur Allison, Formation PR + Brand is a strategic communications agency specializing in public relations and branding. Guided by the mission: Listen. Create. Empower. Impact., the agency builds bold brands and widely useful strategies for the innovators, changemakers, and do-gooders who move the world forward. Formation PR + Brand offers integrated services, including brand strategy and development, public relations, ad campaigns, marketing plans, graphic design, crisis communication management and more. With deep expertise in healthcare, higher education, nonprofit and philanthropy, and regional and economic development, the agency is a trusted, collaborative partner, helping clients advance their brands and create lasting impact. To learn more about Formation PR + Brand, visit formationpr.com.