The Setup team:
Joe Koufman
Founder + CEO
Amanda Thompson
President
Rhonda Beckmann
SVP, Growth
Madeline Evans
Marketing Manager
Evan Rosenthal
Business Development Manager
May Amor Beja
Executive Assistant
Kayla Floyd
Marketing Consultant
Meghan Hilton Freeman
Marketing Consultant
Setup’s Purpose, Vision, Tenets, and Values
At Setup, we are marketing matchmakers, which often means we connect brands and marketing agencies together, but we are guided by our Purpose, Vision, Tenets, and Values (PVTV):
Purpose
Our purpose is to unlock the power of human connections.
Vision
Our vision is to help marketers thrive by bringing them together with the best people and resources.
Tenets
We do this by:
Making meaningful connections
Staying top of mind with marketers
Maintaining operational excellence
Values
We are guided by these values:
01.
Honorable
We do what's right (rather than what's easy).
02.
Approachable
We are welcoming and inclusive at all times.
03.
INsightful
We bring insights to brands and agencies that drive business.
04.
Tenacious
We put in the work consistently without quitting.
05.
Innovative
We ask questions and challenge the status quo.
Bios
Joe Koufman
Founder + CEO
Joe Koufman has always been a connector of people. In his 20+ years working in marketing and business development, he has built out a large, distinguished network of corporate and agency contacts.
Joe founded Setup in early 2014 to help marketers level up. Today, Setup connects marketers with agencies, talent, and resources to fill gaps.
Prior to founding Setup, Joe spent six years as SVP of Marketing and Business Development at Engauge (acquired by Publicis Group in 2013 and merged with Moxie), focusing on landing marquis clients such as Hershey's, Cisco Systems, AMC Theatres, Chick-fil-A, Newell Brands, and Turner Broadcasting. Before Engauge, Joe spent eight years leading strategic accounts for KnowledgeStorm (acquired by TechTarget in 2007) such as Computer Associates, Cognos (now IBM), and Oracle.
Joe continues to give back to the marketing community by serving on the board of directors for various marketing organizations, including the American Marketing Association (AMA Atlanta), the Atlanta Interactive Marketing Association (formerly AIMA - now called Fuse), and the Terry College of Business at the University of Georgia. He also volunteers weekly at Everybody Wins! Atlanta, and has been a member of the Entrepreneurs’ Organization Accelerator program.
Joe often jokes that he uses his Speech Communications major from Wake Forest University every day and his Politics major more frequently than he would like.
When Joe isn’t working, he loves discovering new music (he hosts a weekly radio show at GumboShow.com) and spending time with his twin children, Joss and Radley. He spends many of his weekends supporting his kids’ activities, enjoying the outdoors, and learning to play the 100-year-old trumpet he inherited from his grandmother.
Amanda Thompson
President
Amanda Thompson is a born problem-solver known for her ability to empathetically, strategically, and creatively uncover solutions for brands and marketing agencies. With over 25 years of experience serving on the agency (DEFINITION 6, Slalom Consulting, Dachis Group) and client (The Coca-Cola Company, Web.com) sides, Amanda has dedicated her career to transforming marketing education programs, building social business strategies, and spearheading communications efforts for established brands like Coca-Cola, Starbucks, BIC, The Home Depot, and Michaels Stores. Amanda’s extensive experience in the marketing world gives her a unique perspective to serve Setup’s agency partners and solve pain points for clients.
Her passion for people and storytelling makes marketing a logical fit, but Amanda also loves all things operations and streamlining work. She cares deeply about creating and maintaining a nurturing work environment for staff, clients, and partners.
Amanda’s dedication to serving others translates into her volunteer work as she participated in the global marketing committee for 48in48 for many years, writing blog posts to feature nonprofits and volunteers while contributing to the organization’s overall marketing and website building efforts. In 2021 she added a new volunteer focus with Up3, where she mentors foster youth in Georgia, helping them unlock passion, potential, and purpose in their lives.
Amanda has a zest for exploration and travel and, when she is not actively working to improve the lives of her clients, colleagues, and others, Amanda can be found reading, supporting Atlanta’s culture, swimming, skiing, practicing yoga, or playing with her dogs in Piedmont Park.
Rhonda Beckmann
SVP, Growth
Rhonda has always believed that at the heart of growth, it’s not about what we sell; it's driven by a genuine desire to help. Rhonda has two distinguishing passions: cultivating authentic relationships and collaborative team building. Her philosophy is that great work starts with great teams, and great teams start with trust, empathy, and a spirit of collaboration.
With nearly two decades in agency growth, Rhonda has devoted her career to helping agencies unlock their full growth potential. Her journey has involved working with smaller boutique agencies to global leaders, always emphasizing the critical drivers of success: nurturing meaningful relationships, creating custom client solutions, and cultivating high-performing teams. Rhonda has learned that agency growth is not solely about acquiring big clients; it’s about recognizing an agency’s uniqueness and using its strengths to build trust-centered partnerships. This mindset has allowed her to match marketers with the right agencies, ensuring a strategic fit that benefits both parties. She is passionate about helping agencies realize the power of B2B strategies to attract the right clients and foster long-term, sustainable growth. Rhonda’s approach is straightforward: understand your value, align with the clients who need it most, and establish lasting partnerships.
Rhonda has demonstrated her commitment and desire to help the marketing community by serving on the board and volunteering for various marketing organizations, including the American Marketing Association (AMA Atlanta), the Atlanta Interactive Marketing Association (formerly AIMA - now called Fuse), and Women in Technology (WIT).
Relocated from Atlanta's buzz to South Florida's serene shores, Rhonda fills her free time with year-round boating, scuba diving, and skiing, and loves making these memories with her friends and family.
Madeline Evans
Marketing Manager
Madeline joined the Setup team shortly after graduating from the Terry College of Business at the University of Georgia in 2017 with a double major in Digital Marketing and Management. From Marketing Intern to Social Media and Content Manager to Marketing Manager, Madeline has had the distinct pleasure to help foster and grow Setup’s approachable culture, voice, and role in the marketing world.
Madeline thrives when connecting other people - that’s why Setup is a perfect fit. Madeline also manages, markets, and performs with local Atlanta improv teams, Camp Crush and Road Trip Improv in addition to performing at Dad’s Garage Theatre and teaching her own Improv Program at RoleCall Theater. Her love for sharing a brand’s personality through social media, using humor to find her voice and relate to the public, and forming relationships with teammates, partners, and people is what led her to pursue a career in marketing. She uses her improv skills to lead Setup’s Team Building service that uses improv principles to work on building a team’s culture, chemistry, and confidence.
Madeline handles Setup’s content and marketing strategy, including Setup events and CMO Spotlight series. She also is the lead on the Agency Assessment, Team Building, and Marketing Diagnostic offerings.
Evan Rosenthal
Business Development Manager
Evan conveniently moved to Atlanta just as Setup was growing their Business Development team. He is a people person who enjoys connecting with new people regularly, and loves to help people in both his professional and personal circles to foster new relationships.
Evan is responsible for educating people about Setup and how marketers can get connected with the best resources and people for them. His natural charisma and ability to connect with people allows him to form lasting relationships and really harness the “matchmaker” aspect in “marketing matchmakers.” Although Evan does not have a traditional marketing background, he is constantly learning and leveraging connections to soak up everything possible - you might see him at AMA events or trade shows!
On his days off, Evan enjoys playing with his 2 dogs Ringo and Quincy, or working in the yard with his 17 chickens. He is a self-proclaimed "gamer" and will often play PC games or watch movies when it is too hot or rainy to go outside.
May Beja
Executive Assistant
May Beja graduated with a Bachelor of Science in English from the Capitol University (Philippines) in March 2014.
She has a passion for helping others, whether co-workers or in a community. May likes keeping everything functioning smoothly through organization and schedules. She also enjoys challenges that develop her creativity and organizational skills.
Before joining Setup, May worked as a pioneering Administrative Assistant in a Manpower Agency. At Setup, she is responsible for providing administrative support and executing special projects.
When she is not working, May loves to play and teach her kids as well as watch movies and listen to music.
Kayla Floyd
Marketing Consultant
Kayla Floyd received a degree in Digital Marketing from the Terry College of Business at the University of Georgia in December of 2016. Kayla joined the Setup team in 2016 as a Marketing Intern, and, years later, now works as a Marketing Consultant with a focus on analysis alongside her full-time gig as a Director of Client Success at Look Listen.
As a “jack of all trades,” she loves to use her wide skillset to assist Setup’s growth. From helping with ecosystem planning and infographics, to thought leadership and paid media recommendations, she’s never afraid to help improve processes to make them the best offerings for Setup Clients.
Kayla also enjoys investing in and mentoring students through the University of Georgia Digital Marketing Program and SPARKsouth event. In true Setup fashion, she loves connecting future marketers with the guidance, tools, and network they need to discover their passion and pursue their dream careers.
When she's not working, Kayla loves to travel - including locally to complete her Atlanta “bucket list” with her family and friends. The best part is bringing different friend groups together to have fun exploring something new! She also loves going to any and all concerts, finding new coffee shops, and playing with her dog Lola.
Meghan Hilton Freeman
Marketing Consultant
Meghan Hilton Freeman received a degree in Marketing from the Terry College of Business at the University of Georgia in May of 2019. She recognizes the power of strong design and effective communication, and utilizes that in her current position with Setup. Meghan joined the Setup team in 2019 as a Marketing Intern, and now works as a Marketing Consultant with a focus on design alongside her full-time gig as a Senior Marketing Manager at ParkMobile.
Meghan loves leveraging her marketing skills outside of the office, and often volunteers with local charities to help with their digital marketing needs. Whether professionally or personally, her matchmaking skills shine when she is connecting people with special skills to those in need. A phrase she uses often is, “I know the perfect person.”
When not at work, Meghan enjoys trying the newest Atlanta restaurants with friends, spending quality time with her family, or going for long walks with her dog, Hunter.