HLoveCo hasn’t been in business a full year, but the personal branding agency, founded in October 2025, has already grown its team with five new strategic hires.
The new team members’ talents reach across personal branding, communications, and storytelling — Jaclyn Fried-Gurwin, Vice President of Personal Brands; Lucile Wolf, Director of Personal Brands; Kate Hanlon, Coordinator of Personal Brands; Alicia Araujo, Senior Copywriter; and Annie Hohendorf, Director of Communications. They join McGee Bosworth, Director of Personal Brands, and Savannah Price, Senior Manager, Personal Brands on the team.
The new hires are part of HLoveCo’s continued growth, as businesses increasingly recognize personal influence as a strategic advantage. With founders, executives, and creators growing as some of the most trusted voices shaping culture and driving business forward, HLoveCo is expanding its capabilities to help leaders transform their expertise, perspective, and lived experience into influential personal brands.
“We believe the future of branding is human,” said Hallie Harris, Founder and CEO of HLoveCo. “The strongest brands today are built by people who have earned the trust of their communities. Leaders are becoming the voices, educators, and storytellers shaping culture and driving business forward. We’re building the team and capabilities to help them do that with intention.”
The expanded team strengthens HLoveCo’s capabilities across strategic positioning, personal brand development, public relations, creative storytelling, and audience development.
Learning more about the team
Indie Agency News caught up with the new hires to find out a bit more about them, including some fun facts.
Jaclyn Fried-Gurwin joins with experience building brands at the intersection of wellness, media, partnerships, and creator marketing. At Pvolve, she helped scale storytelling and partnerships focused on authenticity and long-term brand equity, including the brand’s collaboration with Jennifer Aniston. At HLoveCo, Fried-Gurwin leads the Personal Brands practice, helping clients define their positioning, build audience-first platforms, and translate their expertise into meaningful influence.
Fried-Gurwin claims to be “completely obsessed with horses. I used to ride professionally and it’s where my competitive and determined spirit comes alive.”
She grew up in a small town in northern Wisconsin, where her family runs a summer camp with over 400 girls from all over the country.
“It’s my happy place and where I find constant professional and personal inspiration,” she says.
Annie Hohendorf brings more than 15 years of communications experience across entertainment, media, and corporate storytelling. During her time at Netflix, she led communications for Emmy and Academy Award-winning documentaries, and at WarnerMedia, she supported high-profile business and cultural moments. At HLoveCo, Annie leads earned media strategy and communications programs that help clients shape narratives, build credibility, and expand their reach.
Hohendorf danced ballet for 15 years, yet she says she somehow still lack basic agility and coordination. Her first apartment in New York City was actually a boat at the 79th Street Boat Basin, “and it sank while I was living on it. I had absolutely no clue what to do. Luckily the harbor was only three feet deep.”
Lucile Wolf brings a strategic lens rooted in cultural insight, storytelling, and audience engagement. Previously at Anthropologie, she developed campaigns that connected brand identity with evolving consumer culture. At HLoveCo, she works with clients to uncover their unique point of view and build integrated personal brand strategies that create deeper audience relationships.
Wolf is named after B.B. King’s guitar. She learned to ski before she could really walk.
“Nothing compares to the adrenaline of a fast, steep run. If I could redo one thing, I’d have ski raced,” she says.
Alicia Araujo joins HLoveCo with creative experience from Peloton and PepsiCo, where she developed brand narratives and campaigns designed to connect with audiences at scale. At HLoveCo, she helps transform complex ideas into compelling stories, shaping the voices, messaging, and creative direction that bring client brands to life.
“Storytelling is how I outwardly express my inner world. When I’m not breathing life into brand voices, I’m either scribbling poetry on a park bench or my calves are trying to keep up in a heels dance class,” says Araujo.
Araujo’s last name has traveled farther than she has, which has always felt larger than life for her.
“I was born and raised in New York to parents who emigrated from the Dominican Republic, yet every Brazilian I’ve met quickly points out how popular Araujo is there,” says Araujo.
Kate Hanlon is a recent College of Charleston graduate. She brings a strong understanding of digital culture, emerging platforms, and audience behavior. At HLoveCo, she supports client strategy, content development, and campaign execution while helping drive the continued growth of the Personal Brands practice.
Hanlon is a direct descendant of William Henry Harrison, which is why Harrison is her middle name.
Hanlon says that even though she is horrible at cooking, for the past four years, she has bought one cookbook and cooked my way through every recipe. “This year’s is Wishbone Kitchen, and my favorite recipe so far has been the tomato galette.”
McGee Bosworth brings a strategic lens rooted in brand positioning, cultural fluency, and the creator economy. Previously at Village Marketing and EP+Co, she developed influencer strategies and integrated campaigns for globally recognized brands across fashion, food, tech, auto, and lifestyle. At HLoveCo, she wears many hats. Her north star is ensuring every client has an exceptional experience with the work and the team behind it. From clarifying a client’s story and defining their voice to building personal brand ecosystems that drive cultural relevance and measurable growth, she supports the client and team across all touchpoints.
Bosworth’s fun fact is that she has won over 20 world and national championships riding American Saddlebred horses.
“My first name is Katherine, but I go by my middle name, which is McGee – it’s my great grandmother’s maiden name and I have yet to come across a person who goes by the same name (even though my name is never on fun keychains,” she says.
Savannah Price brings extensive influencer marketing experience across both agency and brand-side roles, with expertise spanning strategy, analytics, creative, and experiential activations. Previously at Everyday Dose, she led the influencer division on the growth team. At Village Marketing and Open Influence, she worked with brands across auto, alcohol, fashion, and lifestyle. At HLoveCo, Savannah helps clients expand their revenue ecosystems and build personal brands that translate their expertise into meaningful opportunities.
“I was adopted at 11 months old from China during the one child policy; today they no longer allow international adoptions at all,” says Price, who adds that she could ski before she could fully walk and is fluent in French.
About HLoveCo
Since launching in October 2025, HLoveCo has grown to a team of 10 employees, reflecting a broader shift taking place across business and marketing: founders, executives, and creators are no longer building influence solely through traditional channels. They are becoming trusted voices, community builders, and storytellers in their own right.
“Personal influence has moved beyond social media presence and is becoming one of the most valuable assets in business,” Harris added. “The ability to earn trust, shape conversations, and build a community around what you know and what you stand for creates value far beyond visibility. We’re building HLoveCo to help leaders navigate this next era of influence and turn their expertise into lasting impact, for themselves, their companies, and the communities they serve.”
As HLoveCo continues to scale, the agency remains focused on defining what comes next in branding: a future where the most powerful brands are built through human connection.
The new hires announcement follows a period of continued momentum for HLoveCo in its first year, including the agency’s first work with client Larz May, Founder, CEO, and digital wellness leader whose ecosystem reflects HLoveCo’s founder-first approach to building brands.
The agency also appointed Christie Giera as Chief Marketing Officer in March, further strengthening its leadership across personal brand strategy. Additionally, Harris was recently named to the inaugural Clio Creators Jury, recognizing her role in shaping the future of creator-led marketing and reinforcing HLoveCo’s position at the intersection of creators, culture, and communications.
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Kyle O’Brien is managing editor of Indie Agency News.
