Today we’d like to introduce you to Heather Wagner Reed.
Hi Heather, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Well, I guess you can say it all started in my Polish grandmother’s kitchen. I grew up in Northeastern, PA and music was a huge part of my upbringing. My uncle played five instruments (polka, anyone?) and on the other side of my family, my grandfather – who immigrated from Latvia – sang Opera in five languages. Music was always a part of my life, and as I became a teen, I began exploring different genres, but this time in my 1980s headphones. Fast forward to my studies in journalism at the University of Georgia, I got my first taste of the music industry by working at the college radio station in Athens, GA. WUOG-FM was like a home away from home for me, where I bonded with other creative kids and music junkies, and at the age of 17 years old I became the station’s youngest ever Promotions Director. It was then that I got to meet Beastie Boys after organizing an on-air giveaway for their show in Atlanta, and I was never the same. (You see, the Beastie Boys were in my headphones in the 7th grade.) I was inspired – and on fire! That is where it all began for me. One thing led to another, and after working in the Netherlands for five years, eventually landing a job at a music tech start-up and then for Universal Music Holland, I had the chance to meet Mathew Knowles (the father of Beyoncé and Solange) and he moved me from Amsterdam to Houston, Texas in 2002 to work for the family’s management company. There, I learned the ropes of artist management and got to handle Beyoncé day-to-day as she transitioned from Destiny’s Child to becoming a solo artist. I also had the opportunity to work with her sister, Solange and a host of other major artists. It was the experience of a lifetime to say the least. I learned so much in this role and worked with some of the best of the best around the world – from incredible brand consultants, to heads of marketing ranging from Sony Music and Columbia Records to film studios like Dreamworks and brands like L’Oreal.
It was an epic life chapter that inspired me to start Juice Consulting in 2007. The agency is one where my creative spirit can fly and we work on projects including not only music but all the sectors that make Austin, Texas, such a dynamic place. After being in marketing and PR for 30 years now, I can say that music has been a big focus of my career. But not the only one… my passions grew from music to the arts in general, and since living in Austin since 2008, I have grown to love all the creative and next level sectors in this market. Tech, innovation and even the space sector have also become areas we focus on. And with every new passion is a new beginning. This year in addition to running Juice, I became a Cofounder and Director for the Space Workforce Incubator for Texas. Yes, from stars in music to stars in the sky – I would say my focus these days is equal parts rock star and rocket fuel. We also incorporate some of my experience working internationally into our agency too, focusing on a number of global brands and government clients, especially during SXSW.
Even with a busy schedule (and also being a mom of two teens!) I have also served as an adjunct faculty member at Austin Community College for the past six years, teaching “PR and Marketing for Creatives”. This has given me the unique opportunity to take all the things I have learned over the years about the business and share them with aspiring creatives. It feeds my soul to mentor these students and also see real workforce development in action with ACC’s amazing programs.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No journey is without its hurdles, and I certainly faced my share. In the early days of Juice Consulting, building learning to lean in and become an entrepreneur was one of the more daunting moments. You often have to learn how to live in the unknown, especially in the beginning. Entrepreneurship is often glamorized, but behind the scenes is a constant dance between passion – and pressure. People often see the freedom and creativity that comes from having your own company, but they rarely see the sacrifices: the unpredictability of growth, the stress of making payroll, the late nights and early mornings… it can test even the most resilient of founders. It’s not just a career, but a commitment to uncertainty, grit and relentless reinvention to make it work.
Also, as a creative, I have had to step into the shoes of a CEO, and that was another part of my journey that had a learning curve. My joy comes from being hands-on with our clients and spending my days working up innovative campaigns for them. But as we have grown, the broader aspects of running a company, managing a team, and staying on track with a vision is also a priority. I have been fortunate to be able to have mentors and guidance along the way to get the coaching I need for this, and we have pivoted in recent years so I could step into these shows and still bring my own ‘creative juice’ (pun intended). I have also learned to delegate and depend on other leaders in my team to help steer the campaigns. I am extremely grateful for a team that helps allow for my own growth in this role every day, while nurturing theirs.
Finally, we have learned to pivot as an organization many times over the years. Whether it be adapting to new trends in the PR industry like the rise of social media, influencer marketing, new technologies (AI anyone?), or even a global pandemic that completely shut down client events, learning how to quickly adapt has been key for us. In the past decade, we have also pursued a wider variety of client sectors to round out our portfolio – which was key to growing the agency to where it is today. Basically, I like to say we love working on anything that is cool and on the cutting edge in Austin. And that can encompass a lot of things! Including our recent pivot into the aerospace sector. (Austin is a hub for new space companies – and it’s not only the next horizon, but right in our backyard.)
We’ve been impressed with Juice Consulting, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
We are a full-service PR, marketing, and consulting agency that specializes in helping our clients build authentic, results-driven campaigns. We offer a comprehensive suite of services, including traditional media relations, social media strategy, influencer outreach, intimate event planning, strategic consulting, international brand activations, celebrity endorsements, and more. Our work is highly personalized, and we go deep into understanding each client’s needs and vision.
What truly sets us apart is our “leave no stone unturned” approach. We take the time to fully immerse ourselves in our clients’ stories and goals, ensuring that every campaign is built with purpose and precision. We’re known for creating authentic community buzz – rather excitement – not just securing media placements. This comes from years of building relationships that matter and bridging those to our projects in ways that go well beyond traditional PR.
One of the things I’m most proud of is the energy that is in our name (Juice) truly does drive our campaigns. We bring a passion and an enthusiasm for our work – and at the same time, we aim to do it with authenticity and a lot of heart. Aka, we take on projects we believe in and can truly advocate for. One of our sweet spots is what we call “adding vitality” to a campaign. It’s the thing that has defined us over the years, and what also drives us. It’s not just a buzzword, but it’s truly our secret sauce! Fresh ideas, bold storytelling and the kind of energy that moves people.
I am also so proud that this year we won the 2025 Woman’s Way Business Award in the “professional services” category and were named “Local Agency of the Year” at the 2025 Women in Media’s Trailblazer & Awards of Excellence. There are no words that can express how grateful we are for this recognition. If there’s one thing I’d want readers to know, it’s that Juice Consulting is not just another PR and marketing firm. We’re like a work family and when you hire us, you get some of the best backup dancers / team mates / cheerleaders you could ask for in town!
If you had to, what characteristic of yours would you give the most credit to?
One of my superpowers is that I am quite empathic and have a strong sense of intuition. It plays a huge role in how I interact with others as well as the work we do each day. I often sense opportunities when others don’t, and I have learned to walk through doubts to sometimes take unusual but often fruitful business risks. It also helps me more deeply understand what others may be feeling – which helps me have more meaningful and authentic relationships overall.
Being intuitive allows me to connect dots across many verticals in our work, to spot talent before it’s discovered, and to get involved in life-changing movements just as the “fire” is starting – or even before it begins. This has provided me the opportunity to be at the early stage of many important efforts, and to be able to jump in and act as a conduit for growth. But more than anything, it has allowed me to connect with people in a more purpose-driven way. Nothing makes me happier than being able to orchestrate collaboration by making a simple introduction or seeing an opportunity for those around me to find synergy to create something bold and beautiful. Especially with many of the nonprofits we work with.
I often have gut feelings about moments like this and they have proven to be a catalyst for some major opportunities to arise. Also, using this ability when hiring has also helped me build a remarkable team that I am very proud of.
Contact Info:
- Website: https://www.juiceconsulting.com
- Instagram: https://www.instagram.com/juiceconsulting
- Facebook: https://www.facebook.com/JuiceConsultingPR
- LinkedIn: https://www.linkedin.com/company/juice-consulting-llc
Image Credits
Photo credit is included in the file name of each photo. If there is no photo credit listed, please use Juice Consulting as the source. The featured image should credit – Lucero Creative Studio and the shot with Heather’s hands in the air after winning an award should credit Beverly Demafiles Photography.
