Director of Operations Laura Sheptoski

"Whether you think you can, or you think you can’t — you’re right."

Laura is responsible for the systems Weidert Group runs on: capacity planning, workflow design, quality control, and the measurement that shows whether any of it is working. Anyone who has managed an agency’s operations knows how much is contained in that sentence.

As Director of Operations, she monitors and improves the processes that let a dozen client programs run simultaneously without quality drifting. That work is invisible when it goes well, which is the point. Her superpowers are detail and thoroughness, and she takes on complicated problems with an equanimity that makes the rest of the team calmer by proximity.

Before Weidert, Laura managed public relations for an industrial services company, and she keeps a hand in earned media strategy inside client programs. That background is useful in an unexpected way: PR taught her that a message has to survive contact with a skeptical outside party, which is a good instinct to bring to process design as well.

As an operations team leader she is consistently positive and motivating, which is not the default setting for the role.