Led by people who've done this before.

Matt Bergmann

Co-Founder & President

Matt has spent his career building marketing systems for brands that needed to grow and agencies that needed to deliver. As VP of Strategic Partnerships at Arcane, he helped scale one of the fastest-growing agencies in North America before taking on the role of Head of Growth at Republix, where he led business development across a coalition of agencies.

He is a Forbes Communications Council member and contributing writer, a certified Google Ads partner, and a graduate of the Ivey Leadership Program at Western University. Matt co-founded Hale in October 2024 with a clear thesis: the agency model was due for a rebuild, and the brands that needed it most deserved better than what was available.

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Michael Perry

Co-Founder, CTO/CIO

Michael brings expertise across digital strategy, social, analytics, and business development, built across roles at Arcane, Media Mechanics, and SourceStrike. He co-founded Hale alongside Matt Bergmann in October 2024, bringing operational depth and client-side insight to a leadership structure designed around senior people staying close to the work.

His background in digital, social, and analytics keeps Hale's execution grounded in what moves business outcomes.

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Lindsay Goodyear

SVP & Managing Director

Lindsay leads the client and delivery side of Hale with a background built entirely in high-ownership, performance-focused agency environments. Her career spans account leadership, DTC ecommerce strategy, and client growth, including years at Arcane where she built deep expertise in what makes brand-agency partnerships actually work.

At Hale, she leads the team responsible for making sure strategy turns into execution and execution turns into measurable results.

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Dave Thomas

Senior Director, AI + Organic

DT has spent more than 15 years in marketing, building his career across digital strategy, content, and growth. At Hale, he leads the organic practice and AI search strategy, currently building out the capabilities, frameworks, and client work that define how the agency approaches non-paid growth.

As a senior marketing strategist, his work spans SEO, content performance, and GEO (AI search optimization), helping brands earn visibility that compounds and connecting organic activity directly to revenue. His instinct is strategic before it's tactical: find the real constraint first, then build the right system around it.

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Jeff Hemphill

Director, Measurement

Jeff is the person at Hale who turns data into decisions that leadership can actually trust. His background runs from business analytics through digital measurement leadership, including nearly seven years at Arcane where he built and led the data and analytics practice, progressing from Manager of Digital Analytics to Director of Data and Analytics.

At Hale, he oversees data collection, integration, and reporting across platforms including Google Ads, Meta, and Shopify, building the measurement frameworks that make performance legible and decisions defensible. His work is the connective tissue between what the marketing is doing and what the business is actually experiencing.

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Trevor Carter

Director, Performance Marketing

Trevor leads paid media strategy and execution at Hale, bringing a background that combines performance marketing depth with creative instinct. He spent years at Arcane building and leading digital marketing programs for consumer and ecommerce brands before joining Hale, where he oversees paid strategy across Google, Meta, TikTok, LinkedIn, and the full range of platforms that move acquisition for the brands Hale works with.

His approach treats creative and media as the same problem: you can't fix one without understanding the other.

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