The finalists for WashingtonExec’s 2024 Pinnacle Awards were announced Sept. 20, and we’ll be highlighting some of them until the event takes place live, in-person Nov. 21.
Next is Brian Wagner, vice president of marketing & communications at Tria Federal, and finalist in the Marketing Executive of the Year, Private Company, category. Here, he talks about recent achievements, shares career advice and more.
What key achievements did you have in 2024?
My greatest achievement this year was to add substance and context to Tria Federal’s brand identity, which existed on paper after the company’s 2023 launch but had not yet been effectively leveraged. I built a team that focused on three key goals: raising awareness, telling stories, and creating emotional attachments, and organized our decision-making process to maximize alignment with the priorities of the company’s business and technology leaders.
From a KPI standpoint, we achieved 100%-400% improvement in areas including media coverage, website domain authority, articles and case studies published, and social media reach and engagement.
We played a critical role in developing and launching Tria Labs, a new technology innovation group, which is a key element of Tria’s efforts to move up the value chain by offering emerging technology solutions that anticipate future customer needs.
Last, we engaged our workforce to create proud brand ambassadors. Highlights of the MarCom team’s investments include developing and launching the People of Tria, an expansive interview series spotlighting Tria’s diverse, dynamic employees; launching a company brand apparel and merchandise store; and developing a regional events program to engage employees in the cities where they live and work.
What are your primary focus areas going forward, and why are those so important to the mission?
As Tria continues to evolve in 2025, my team will shift from focusing exclusively on creating repeatable processes and building brand awareness, to creating opportunities for brand differentiation. Today, the govcon space is crowded with companies that look and sound the same because they offer similar services to government and don’t have to entice mass market audiences. But that reality only elevates the critical importance of developing a distinctive brand and voice for Tria. We must stand out not just because we look and sound good, but because we speak uniquely and creatively to the needs of federal government decision-makers. As they struggle to balance their everyday responsibilities with a desire to future-proof government in a time of rapid technological change, we want to be at their side.
What is your best career advice for those who want to follow in your footsteps?
Don’t be afraid to be a generalist. I’ve worked across a wide range of industries in a diverse set of roles, supporting both public and private sector organizations. Today, whether I am making decisions or providing advice, I firmly believe that the breadth and depth of knowledge and experience I’ve gained makes me a better leader.
Also, don’t be afraid to dabble. Like Billy in the old Family Circus comics, it’s okay to roam through your career. A straight and upward trajectory is not for everyone, nor is it always a viable option. At the same time, you need to develop your personal north star, so that your cumulative decisions – no matter how erratic they may seem to an outsider – can be layered over time to build and reinforce your personal narrative.