Barby Siegel, CEO, Zeno Group: Power List 2016

2016 rank: 50

Fearless. Scrappy. Relentless. Audaciously creative. People talk about Barby the same way they typically characterize Zeno Group, and that’s no coincidence. Barby is Zeno Group. She’s its heart and soul, instigator, inspirational leader, creative catalyst, chief client advocate, and tireless champion of all 400 "Zenoids" around the world.

Since taking the helm six years ago, Barby has transformed the "Green Machine" into a global force to be reckoned with, a $50 million challenger with 20 offices and a world-class client portfolio including Anheuser-Busch, Netflix, Intel, and Merck that agencies of any size would covet.

Her new business track record is formidable, and her ability to stay meaningfully involved in most Zeno client relationships, even as the firm continues its growth trajectory, is extraordinary.

But none of this gets to Barby’s true superpower, the thing about her that has struck me the most since I joined Zeno. She cares. Deeply. About every employee, their families, and their lives outside of work.

Spend a day shadowing Barby and it’s immediately evident: her team would walk through fire for her. Don’t let that badass exterior fool you. Inside this stylish CEO is a heart of gold.

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