Our Mission
Elevate + empower female identifying creatives in the commercial photography industry to succeed + thrive by providing opportunities and resources for education, connection, and business growth.
The Story
Focus on Women was founded by leaders in the creative industry, Traci Terrick, Juliette Wolf Robin, and Mary Dail, as a platform dedicated to empowering and connecting women in photography and beyond. What began as a simple gathering in 2018 has evolved into a community where women come together to network, address industry challenges, and inspire each other with fresh ideas. At Focus on Women, we celebrate female creatives and foster a supportive space for shared growth, vision, and collaboration.
Focus on Women Code of Ethics
-
![Be Respectful]()
Be Respectful
We are all here to do good, please be kind and respectful to the fellow board members and all members of the organization at all times.
-
![Be Empathetic]()
Be Empathetic
Not all of us have the same experience, our space needs to always feel safe and that we can say what we want/need - please give each other the space to do this.
-
![Be Inclusive]()
Be Inclusive
We Welcome and consider diversity in all our members and practice this value in your work with Focus on Women.
-
![Be Professional]()
Be Professional
Remember you are representing our brand and trust comes from our actions, so please always maintain your professionalism.
-
![Creating Community]()
Creating Community
Focus on Women is all about OUR community. Our goal is to help others find their community through networking, mentoring, and education.
Focus on Women Founders
Traci Terrick
Founder of Poppy Creative Agency
Traci Terrick has over 20 years of experience in design, art direction, and production; as well as business development and artist representation in the creative services industry. She founded Poppy Creative Agency in 2009 and represents photographers/director, prop and food stylists creating visual content for food, beverage, interiors, hospitality and lifestyle brands.
Mary Dail
Founder of Big Leo Productions
Mary Dail is the Founder of Big Leo Productions, an agency representing a talented and diverse constellation of directors, photographers, and stylists with expertise in food and beverage, hospitality, interiors, lifestyle, and beauty. Mary’s commitment to advocating on behalf of artists and their businesses in the commercial photography industry was the motivation behind starting her own agency. Since 2003, Big Leo has provided a holistic approach to artist management and offers full service production support to its roster of artists.
Juliette Wolf Robin
National Executive Director at the APA
With a respected career in the photography industry spanning 20 years, she is best known for her entrepreneurial endeavors. Through innovative concepts she has launched such as FoundFolios, Creativity Spark and the Alternative Pick, she’s helped connect photographers with art buyers and creative directors. Her passion for education and building community has positively impacted creatives industry wide.
Focus on Women Advisors
Tish Campbell
Tish Campbell is a casting director and co-founder of Storyboard Casting, specializing in casting relatable talent for non-union, commercial & lifestyle print and video productions across the U.S.
Tish is deeply committed to the creative community and to education. In addition to casting, which she began doing in 2009, her professional experience includes jewelry design; developing educational programs at museums and cultural institutions from Atlanta to San Francisco; and heading up the department of Institutional Advancement at a multi-campus art and design university where she helped raise millions for student scholarships, museum exhibitions, and events such annual film, television, and gaming festivals.
Kristie Raymond
Kristie Raymond is a 30 year veteran of the modeling and commercial advertising industry. She began her career by opening Models, Inc. in 1991. In 2000 she launched Viewfinder Productions. Casting, location scouting and producing print campaigns for clients like BOSE, Sebago and Liberty Mutual for the next 15 years. Photo Producer with Hasbro rounds out her recent career. It was here that Kristie directed conversations of how to approach casting talent for branding marketing materials in a way that reflected a brand’s mission statement of diversity and inclusion.
Seeing this as an overarching need for brands and companies, Kristie launched HumanKind, LLC in January 2021. Her mission is to find and cast accurate and authentic talent to appear in photo and video campaigns.
Yvette Roman
Since graduating from ArtCenter College of Design, Yvette Roman has had a diverse career. Whether the subject is one of the many rock stars she has photographed, the hundreds of weddings she has shot throughout the globe, a commercial campaign, a food editorial, a home, a portrait of an executive, an artist, a film director, a family, a chef, or a farmer, her intention is always to express the inspiration and process of the creator.
Alicia Stepp
Alicia is a creative director, photographer, and the founder of OPAL, a new creative studio launching this summer with a focus on amplifying the voices of women-led brands.
With over 20 years of experience spanning design and creative strategy, she specializes in crafting immersive and emotionally intuitive campaigns for fashion, beauty, and lifestyle brands. Alicia joins the faculty of Southern Methodist University this fall, where she will teach fashion photography to the next generation of creative talent.
As a Focus on Women board member and Dallas ambassador, she is passionate about expanding opportunities for women in our industry, fostering connection, leadership, and growth both locally and nationally.
Maren Rossman
Maren Rossman is the founder and CEO of Anchor Artists, which provides specialized representation of creative professionals including hair and makeup, wardrobe & prop stylists, manicurists, tailors, set builders, and art directors. Maren began her career as stylist and has more than 3 decades of experience in the industry. A native of Northern California, she now lives in the Boston area with her family. In her spare time, she is most likely to be found creating something divine in the kitchen, considering the adoption of a third pug, or escaping to her cottage on Cape Cod.
Creative Allies
