JOIN SOUTHWEST WASHINGTON SHRM

Tuesday February 10, 2026 

11:45 AM - 1:00 PM

DOORS OPEN AT 11:15 AM

An Inside Job: Bridging HR and Brand to Build Culture from the Inside Out

LaPorte Insurance is proud to sponsor this SW SHRM luncheon

Session Summary

What happens when HR and Brand stop acting like oil and water—and start working like a dynamic duo? 

In this interactive SHRM luncheon session, Juli Potts, Chief People Officer, and Kristi Koebke, Chief Marketing Officer, both at Johnson Bixby*, share how culture, engagement, and brand combine to become a superpower when you feed and nurture them from the inside out. While Juli and Kristi have different strengths, they are better together with a shared purpose and a collaborative style that makes their daily work smarter and more fun. Think Tina Fey and Amy Poehler, but for HR and Brand.

 HR leaders are on the front lines of employee experience, yet “brand” is often treated as a Marketing-only function. In reality, brand is shaped every day through onboarding, leadership behaviors, recognition, and the moments that define what it really feels like to work somewhere.

 Through real-world stories, audience participation, and practical exercises, this session will unpack why HR and Brand so often don’t get each other—and how building stronger partnerships between People and Marketing leaders can unlock higher engagement, deeper belonging, and cultures that employees are proud to represent. 

This is not a lecture. It’s an active conversation—with ideas and tools you can put into practice immediately. 

*Johnson Bixby is a local woman-owned, women-led financial planning and portfolio management firm in downtown Vancouver. Individuals, couples and families in Southwest Washington and Oregon – and beyond – count on Johnson Bixby as their trusted financial planners and advisors.

Learning Objectives

By the end of this session, participants will be able to:

 1. Reframe “brand” as an internal culture and engagement lever, not just an external marketing function—and recognize HR’s essential role in shaping it.

2. Identify common friction points between HR and Brand/Marketing and apply practical strategies to build trust, shared language, and stronger cross-functional partnerships.

3. Translate mission and values into everyday behaviors, helping managers and teams live the brand authentically and strengthen employee engagement and retention.

About the Speakers

Juli Potts, SHRM-CP, PHR, CCP | Chief People Officer, Johnson Bixby

Juli brings enthusiasm for people along with her vast experience in human resources to Johnson Bixby. She drives people strategy and initiatives to attract, develop and retain the best talent, while working to amplify employee engagement and strengthening our HR systems and procedures.

 A Pacific Northwest native, Juli was an adult student while raising her two kids. She graduated from Washington State University with a bachelor’s degree in Personnel Psychology and Human Resources Management, and a minor in Psychology. She holds multiple human resource professional designations, including Professional in Human Resources (PHR), SHRM Certified Professional (SHRM-CP), and Certified Compensation Professional (CCP).

Depending on the season, you’ll find Juli enjoying any number of activities – hiking, kayaking, outdoor concerts, camping, yard work or wine tasting.

 Kristi Koebke | Chief Marketing Officer, Johnson Bixby

Kristi believes in the power of story to connect us, move us, and transform lives. As a Chief Marketing Officer, she is a writer, brand and messaging strategist, creative director, and workshop facilitator with a knack for finding stories and creating pathways to help great ideas become remarkable experiences.

After graduating with a bachelor’s degree in journalism from Iowa State University, Kristi has worked with brands including HP, Microsoft, Apple, Nike, Moda Health, Kaiser Permanente, and many others. She has 20 years of experience in the financial services industry, working with Registered Investment Advisory firms and larger brands such as Charles Schwab, Morgan Stanley and Prudential.

Today, she is committed to mentoring the next generation of women and BIPOC leaders in brand, marketing, communications and business.

Outside of the office Kristi writes poetry and is an avid reader of nonfiction. She also enjoys travel, cooking, baking, eating, drinking, and laughing.

About Our Luncheon Sponsor

Josh Tart, Benefits Advisor, has partnered with HR leaders in Portland and Southwest Washington for over a decade, bringing a holistic, business-first approach to employee benefits.

Josh works closely with organizations to navigate the evolving employee benefits landscape while balancing cost management, compliance, and the employee experience. Through LaPorte Insurance, employers gain access to national market resources paired with local, hands-on support, helping build benefit strategies that support both organizational goals and employee well-being.

Join us for this month's luncheon, network with peers, and earn 1 hour of SHRM and HRCI credit! Online registration closes Friday, February 6th at 5 pm, but you can still attend—walk-ins are welcome for $50 at the door! 

Tickets

$35.00 Member (Non-Refundable)

$45.00 Non Member (Non-Refundable)