Background and Journey
Shelli's journey into the architecture and engineering industry started with a Bachelor of Fine Arts in Interior Design. For over a decade,
she designed flagship retail experiences for world class brands like The Smithsonian Institute, Royal Bank of Canada, Kate Spade, and MLB,
to name a few. Shelli still wanted to understand the “Why?” behind her decision to work in design. This led her to pursue a Masters in
Branding at the School of Visual Arts, earning the prestigious Lauren Zaleski Award while still full-time as a Senior Designer.
The knowledge Shelli gained lured her into a transition from designer to marketer; she realized that this new understanding could change the
industry. So, Shelli returned to Arcadis (formerly CRTKL) to tackle brand and retail experience strategy for clients.
Her experience in the retail market helped her notice a gap in how other sectors approached their work. Retail designers prioritize how the
audience perceives a finished project, rather than the sheer beauty of it. Her work in retail design helped place the audience in focus over
the architecture, which drastically shifted her approach to marketing.
Where architecture traditionally guides and plans physical experiences, marketing guides and plans perception. As Shelli began her journey
into marketing, her understanding that perception can diminish an experience helped her see things in a new way.
As Shelli knew she could help tell Arcadis’ story, she decided to take a different role as their Global Retail Marketing Strategist.
She worked to unify and amplify Arcadis’ voice, redefining how they approached pitches, marketing, and public relations. Shelli
has touched every part of the process, from analyzing consumer behavior shifts to forming best practices for client relationship
management. Shelli’s range of experiences allows her to develop better high level and marketplace strategies.
After 10 years at Arcadis, and 17 in her career, Shelli joined the Enarche team where she helps A/E firms recognize their power as
brands in today’s market, not just the creators of its buildings.