Our Story
Since 1999, Aartrijk has earned a reputation as the insurance industry’s most trusted and skilled marketing-communications firm.
The A Team is known for our understanding and knowledge of the industry, experience in it, and long-standing contributions to successful strategies.
Composed of creative professionals with diverse and dynamic industry experience, the A Team has decades of experience in insurance marketing and communications. This saves our clients precious time while we effect change faster.
Our Values
We enjoy the people and the work.
We are:
- Open, honest and collaborative
- Positive and dynamic
- Curious and creative
- Focused and prepared
- Responsive, mindful and generous
Peter van Aartrijk
The A Team
Katie Butler
Katie Butler
Katie Butler
Account Executive. Katie has more than 20 years of experience leading content, marketing-communications and operations for trade associations in the insurance, retail and manufacturing industries. Katie caught the insurance bug during her 16-year stint at the Independent Insurance Agents & Brokers of America, where she served as VP, commu
Account Executive. Katie has more than 20 years of experience leading content, marketing-communications and operations for trade associations in the insurance, retail and manufacturing industries. Katie caught the insurance bug during her 16-year stint at the Independent Insurance Agents & Brokers of America, where she served as VP, communications. During her tenure at IIABA, she led the association’s integrated content, marketing-communications, and PR teams and was editor-in-chief of Independent Agent magazine. Under her leadership, IA magazine received accolades as a multi-year “Best in Show” award winner from the Insurance Marketing & Communications Association, as well as recognition from APEX and Association Media & Publishing.
Originally from Pittsburgh, Katie lives in Arlington, Virginia, and loves traveling, spending time with her family and cheering on her two sons at sporting events. On the weekends, you’ll find her on baseball, football, and soccer fields year-round with the latest in travel sports parent survival paraphernalia —including tents, portable fans, and her favorite stadium blankets (depending on the season).
Katie has a BA in journalism and political science from Ohio Wesleyan University.
katie@Aartrijk.com
Rosalie L. Donlon, J.D.
Katie Butler
Katie Butler
Managing Editor. Rosalie is a recovering lawyer who has been part of the B2B publishing industry for more than 25 years. As a military spouse who would have to take a new bar exam every time the family relocated, she found a niche in legal publishing and never looked back. Her expertise is in taking complex legal and regulatory informatio
Managing Editor. Rosalie is a recovering lawyer who has been part of the B2B publishing industry for more than 25 years. As a military spouse who would have to take a new bar exam every time the family relocated, she found a niche in legal publishing and never looked back. Her expertise is in taking complex legal and regulatory information and explaining it in simpler terms for business professionals who need to comply with the laws and regs.
In her varied career, Rosalie has written and edited publications on property & casualty insurance, the taxation of international operations, state and local taxes, real estate taxation, and oil and gas taxation, as well as employment and labor law, employee benefits, retirement plans, safety, healthcare compliance, telecommunications, and environmental law. In addition to her experience in legal publishing, Rosalie worked as a benefits communications consultant with Mercer Human Resource Consulting.
She is a graduate of the University of Toledo College of Law (Ohio), where she earned her Juris Doctor degree, and a graduate of Fairfield University (Connecticut) with a Bachelor of Arts in History and Fine Arts.
Rosalie loves traveling, good food and wine, and spending time with family, especially granddaughter Isabella.
rosalie@Aartrijk.com
Samuel Donnellon
Katie Butler
Dave Evans
Associate. Sam is an award-winning writer with more than four decades of experience in newspaper, television, and magazines. Since leaving the Philadelphia Inquirer in 2019, he has written content for a range of clients that includes universities, entrepreneurs, politicians, museums, drug rehabilitation centers, insurance companies, and o
Associate. Sam is an award-winning writer with more than four decades of experience in newspaper, television, and magazines. Since leaving the Philadelphia Inquirer in 2019, he has written content for a range of clients that includes universities, entrepreneurs, politicians, museums, drug rehabilitation centers, insurance companies, and others in the medical and engineering fields. He has also ghost-written for CEOs, political consultants, co-authored two books, and crafted numerous proposals for Interstate Outdoor Media.
As a sports columnist with the Inquirer and Philadelphia Daily News, Sam covered six Olympic games and traveled extensively to China, Japan, Italy, England, and France for major events as well. A repeat recipient of national and local writing awards, he has also reported on a long list of historic events, interviewed two former U.S. presidents (George W. Bush, Donald Trump), and conducted the last in-person interview with the late NBA legend, Wilt Chamberlain.
Sam and his wife, Katie, live in Haddonfield, N.J. where they raised three children. They remain active in their community, and their backyard continues to be the neighborhood setting for nightly games of "Ghosts in the Graveyard.’’
Dave Evans
Terry Evans
Dave Evans
Senior Associate. Dave is a frequent author and speaker about employee benefits and financial literacy. He started his career with a large national insurance carrier in advanced underwriting and sales, then joined a national employee benefits consulting firm in NYC before co-founding his own firm in upstate New York. He has authored more
Senior Associate. Dave is a frequent author and speaker about employee benefits and financial literacy. He started his career with a large national insurance carrier in advanced underwriting and sales, then joined a national employee benefits consulting firm in NYC before co-founding his own firm in upstate New York. He has authored more than 200 articles and is co-author of The Practical Agency Planner. He testified before a congressional committee overseeing 401(k) plan legislation following Enron’s collapse.
As SVP of the Independent Insurance Agents & Brokers of America Inc., he managed the Trusted Choice consumer brand, company relations, education and research; he also was publisher of Independent Agent magazine.
He holds property-casualty and life-health insurance licenses. Dave has been quoted and featured in many broadcast and print media outlets, including CNN, CNBC, the Wall Street Journal, USA Today and the Washington Post. He has been a guest lecturer at the Washington & Lee University School of Law on the subject of employee benefits. Dave is also well known for reciting college sports team names, colors and mascots.
Terry Evans
Terry Evans
Terry Evans
Associate. Terry has used her client and organizational skills in a variety of settings. She was the onboarding coordinator for TrainingWorks, a computer training firm, law recruiter advisor at the Washington & Lee University School of Law and inside sales associate at IA Magazine. She is the client liaison for Channel Harvest, the resear
Associate. Terry has used her client and organizational skills in a variety of settings. She was the onboarding coordinator for TrainingWorks, a computer training firm, law recruiter advisor at the Washington & Lee University School of Law and inside sales associate at IA Magazine. She is the client liaison for Channel Harvest, the research arm of Aartrijk.
Terry holds a B.S. and M.S. from Syracuse University. She is the mom of three kids and has four grandkids. She enjoys knitting, running and playing pickleball, and she recently completed her first triathlon.
Fiona Gray
Terry Evans
Terry Evans
Creative Strategist. Fiona is an explorer in life and work. After 20 years of living in the U.K. and working globally, she packed her bags for the U.S. and emigrated to Washington, D.C., where she can be found kayaking on the Potomac when she's not adding value as a brand and creative strategist. Fiona likes making things happen. Agile in
Creative Strategist. Fiona is an explorer in life and work. After 20 years of living in the U.K. and working globally, she packed her bags for the U.S. and emigrated to Washington, D.C., where she can be found kayaking on the Potomac when she's not adding value as a brand and creative strategist. Fiona likes making things happen. Agile in her approach, she brings creative and design-led thinking to problem-solving, delivering exemplary solutions as part of the Aartrijk team. We truly adore her British accent, and we know you will, too.
Virginia James
Virginia James
Virginia James
Art Director. From small town beer breweries to global big brands, Virginia creates digital and print design for virtually every industry imaginable. She's an Insurance Marketing & Communications Association award winner, and she has been effectively problem-solving since 2004. She practices her craft deep in the woods of southern Missis
Art Director. From small town beer breweries to global big brands, Virginia creates digital and print design for virtually every industry imaginable. She's an Insurance Marketing & Communications Association award winner, and she has been effectively problem-solving since 2004. She practices her craft deep in the woods of southern Mississippi (let’s hope it’s not raining for internet’s sake). She's a mom who loves to cook, she’s a gamer, a gardener and a Survivor enthusiast, but she especially enjoys writing about herself in third person.
virginia@Aartrijk.com
Kevin Jenné
Virginia James
Virginia James
Director, Research. Kevin is a boomerang, plying research skills learned in 15 years at Washington Mutual Bank to work with the Aartrijk team for a couple of years until the U.S. Navy packed him off to Korea. Upon his return home, Kevin led the agent research team at Safeco and Liberty Mutual for seven years, earning the Marketing Resear
Director, Research. Kevin is a boomerang, plying research skills learned in 15 years at Washington Mutual Bank to work with the Aartrijk team for a couple of years until the U.S. Navy packed him off to Korea. Upon his return home, Kevin led the agent research team at Safeco and Liberty Mutual for seven years, earning the Marketing Research & Insight Excellence Award for Client-Side Team of the Year in 2020’s international competition. He really is certifiable, earning the Insights Professional Certification (Master level) from the Insights Association. When he’s not learning how people (agents, customers, members, employees and other humans) feel about things, he enjoys hiking with the family and responding to the whims of two cats who permit him to live in their home. kevin@Aartrijk.com What's a product or service you'd like to show.
Lauri Klotz
Virginia James
Lauri Klotz
Digital Strategist. Lauri started her career in the insurance industry by helping her family start and grow their MGA in Roswell, GA as their first receptionist and file room clerk at 10 years old. After swearing she'd never go into insurance, she officially joined the family business in 1999, gaining hands-on experience in marketing,
Digital Strategist. Lauri started her career in the insurance industry by helping her family start and grow their MGA in Roswell, GA as their first receptionist and file room clerk at 10 years old. After swearing she'd never go into insurance, she officially joined the family business in 1999, gaining hands-on experience in marketing, claims, operations and premium finance that shaped her deep understanding of the industry.
SInce selling the family business in 2008, Lauri has focused on digital distribution and marketing. Lauri enjoys blending her industry knowledge with a passion for effective communication and innovation.
When she’s not working, Lauri loves spending time with her family, taking long walks with her two pugs, Mimi and Sokhi, as well as hiking, and exploring the great outdoors at her home in Montana.
lauri@Aartrijk.com
Didi Marco
Maggie McGuire
Maggie McGuire
Director, Finance. Certain her brain had two left lobes at birth, Didi is all about the numbers — budgets, financial reports and points scored by her beloved Nittany Lions. She adapts her considerable experience with spreadsheets to the serious business of professional tailgate organizing for large groups at Penn State football games. Did
Director, Finance. Certain her brain had two left lobes at birth, Didi is all about the numbers — budgets, financial reports and points scored by her beloved Nittany Lions. She adapts her considerable experience with spreadsheets to the serious business of professional tailgate organizing for large groups at Penn State football games. Didi has been a Girl Scout for nearly three decades, serving faithfully in volunteer leadership roles. She applies her organizational talents to themed Girl Scout programs and loves to camp in the woods, where she is frequently seen trying to carve pivot tables into large oak trees.
Maggie McGuire
Maggie McGuire
Maggie McGuire
Director, Project Management. Maggie is a woman on the move. She started her career in Washington, D.C., moving to New York, Sydney, London and back to D.C. again. She began in litigation consulting for Price Waterhouse but found her true calling in client services and project management. She has worked in that capacity for the New York S
Director, Project Management. Maggie is a woman on the move. She started her career in Washington, D.C., moving to New York, Sydney, London and back to D.C. again. She began in litigation consulting for Price Waterhouse but found her true calling in client services and project management. She has worked in that capacity for the New York Stock Exchange, Hertz UK and fintech company Cullinan Group. Maggie loves to anticipate her clients’ needs and find them a solution. A graduate of Georgetown University with a masters from New York University, she has studied abroad in Madrid, Hong Kong, and Sydney. Airplanes are Maggie’s happy place, where she often can be found chatting with fellow travelers. What’s her next trip, you ask? Throw a dart at the globe — the world is her oyster.
Jay Morris
Maggie McGuire
Coralis Paulino
Senior Associate. Jay began his career as a newspaper reporter and editor before moving to the Washington area to practice public relations and marketing at several D.C.-based trade associations. For the last 25 years, he’s worked in financial services, including the life insurance and brokerage space. His stints include director of publi
Senior Associate. Jay began his career as a newspaper reporter and editor before moving to the Washington area to practice public relations and marketing at several D.C.-based trade associations. For the last 25 years, he’s worked in financial services, including the life insurance and brokerage space. His stints include director of public affairs for the National Association of Insurance and Financial Advisors, senior vice president of marketing and communications for the National Association of Federal Credit Unions and president of Jay Morris Communications LLC, a public relations consulting firm. Jay is an award-winning communicator and loves to work with teams to bring out the best in his clients. He also has been active in the Public Relations Society of America – National Capital Chapter, where he served on the board and chaired the group’s Independent Public Relations Alliance. Last year he received the chapter’s Diamond Award for outstanding service. Originally from Ohio, he now resides in Northern Virginia. In his spare time, he blogs at waywardjourney.com, tries to get in an occasional backpacking trip and volunteers at his church.
jay@Aartrijk.com
Coralis Paulino
Alexa van Aartrijk
Coralis Paulino
Coordinator. "Marketing is the aspect of business that allows you to best connect to your customer," says the youngest member of the A Team. Coralis recently received her marketing degree from Rutgers University and is bilingual in Spanish and English.
Coralis also has gained a practical education in insurance. Since she was in high s
Coordinator. "Marketing is the aspect of business that allows you to best connect to your customer," says the youngest member of the A Team. Coralis recently received her marketing degree from Rutgers University and is bilingual in Spanish and English.
Coralis also has gained a practical education in insurance. Since she was in high school, she has worked at a local New Jersey independent agency in a variety of tasks in all departments, including personal and commercial lines. Taking care of clients one-on-one is what she finds most fulfilling. She also supports the Aartrijk team in research and marketing roles.
Apart from work and school, she spends her free time training in Muay Thai (Thai kickboxing), discovering new food spots, creating new music playlists, or simply going for long walks.
Amy Skidmore
Alexa van Aartrijk
Alexa van Aartrijk
Senior Associate. Amy has more than 20 years' marketing and corporate communications experience. After graduating from Bowling Green State University with a degree in public relations, she earned a master's degree in advertising from Northwestern University. Amy began her career at Campbell Mithun advertising agency in Chicago before swit
Senior Associate. Amy has more than 20 years' marketing and corporate communications experience. After graduating from Bowling Green State University with a degree in public relations, she earned a master's degree in advertising from Northwestern University. Amy began her career at Campbell Mithun advertising agency in Chicago before switching to the client side and a 10-year stint with Bob Evans Farms Food Division. She was director of marketing with oversight of research, product development, marketing plans and advertising execution. As a consultant, Amy has worked with clients including Assurex Global — the world's largest network of independent insurance brokers — and the Griffith Insurance Education Foundation.
Alexa van Aartrijk
Alexa van Aartrijk
Alexa van Aartrijk
Associate. Alexa is a gerontologist based in Richmond, Virginia, working as the manager of community education, evaluation and strategy for the Virginia Commonwealth University Department of Gerontology. Alexa's research interests are ageism, social health and the long-term care continuum. On the weekends, you can find Alexa hiking, campi
Associate. Alexa is a gerontologist based in Richmond, Virginia, working as the manager of community education, evaluation and strategy for the Virginia Commonwealth University Department of Gerontology. Alexa's research interests are ageism, social health and the long-term care continuum. On the weekends, you can find Alexa hiking, camping and indulging in the wide variety of food and beverage options that Richmond has to offer. info@Aartrijk.com
Peter van Aartrijk
Peter van Aartrijk
Peter van Aartrijk
Principal. Peter is a sports junkie with uncanny insurance industry insight and a fondness for fun. After 20 years as a team-player journalist and public relations specialist, he decided it was time to call his own shots. In 1999, he started building a team of professional communicators — fun factor is a condition of employment — to cla
Principal. Peter is a sports junkie with uncanny insurance industry insight and a fondness for fun. After 20 years as a team-player journalist and public relations specialist, he decided it was time to call his own shots. In 1999, he started building a team of professional communicators — fun factor is a condition of employment — to clarify communications in an industry that’s often misunderstood and rarely considered the life o’ the party. To prove he has a great sense of humor, Peter gave his company the unpronounceable family name he inherited from his Belgian ancestors. If only he’d given us their chocolates instead.
Ellen Wallace
Peter van Aartrijk
Peter van Aartrijk
Director, Project Management. As a child, Ellen dreamed of a career as an insurance actuary. But she has way too much personality for that. A support specialist with operations experience at various service firms, Ellen joined Aartrijk in 2001 as office manager. She now coordinates administrative services for Aartrijk clients. In her spa
Director, Project Management. As a child, Ellen dreamed of a career as an insurance actuary. But she has way too much personality for that. A support specialist with operations experience at various service firms, Ellen joined Aartrijk in 2001 as office manager. She now coordinates administrative services for Aartrijk clients. In her spare time, Ellen hangs out in courts and alleys: She's an excellent doubles tennis player, and she bowls a mean strike.
Regina Whitmer
Peter van Aartrijk
Mackenzie Wilson
Associate. Regina owes her career to a freshman writing prof who told her she had real talent. What that prof didn’t know was Regina’s best work came on no sleep, and with big Thursday nights still coursing through her veins. (Class was at 8 a.m. Friday) Still, the encouragement was enough for her to switch out of the animal science progr
Associate. Regina owes her career to a freshman writing prof who told her she had real talent. What that prof didn’t know was Regina’s best work came on no sleep, and with big Thursday nights still coursing through her veins. (Class was at 8 a.m. Friday) Still, the encouragement was enough for her to switch out of the animal science program at Cook College (Rutgers), and it’s no wonder she never looked back. She interviewed Sally Ride and Max Weinberg at her university paper, and then, at her first “real paper,” she interviewed Jackie O, John-John Kennedy and Abbie Hoffman — there’s three names you don’t typically see in the same sentence.
Regina has won journalism and community service awards, written for novelty toy catalogs and Big Pharma, and, like so many other Philly kids, was in Rocky 2. (She’s the one in the fuzzy orange coat chasing Rocky up the art museum steps.)
She eventually married a sports guy, had three kids and re-entered the workforce via AM Best’s news division. In her 20-plus years as a long-term temp at Best, she has covered health and life insurance for the wire and also has done every job at Best’s Review magazine. Her real love is copy editing, though, and she has been known to read the AP Stylebook for fun.
Regina loves working at Aartrijk because it’s filled with bright and fun people, and Peter really does enforce his NAP. regina@Aartrijk.com
Mackenzie Wilson
Mackenzie Wilson
Mackenzie Wilson
Director, Research. Mackenzie is an insights engine bringing more than 15 years of quantitative and qualitative research expertise to the table. She focuses on helping to drive change by putting people and conversations at the center of every engagement. The common thread running through her multiple roles in customer success, product, sa
Director, Research. Mackenzie is an insights engine bringing more than 15 years of quantitative and qualitative research expertise to the table. She focuses on helping to drive change by putting people and conversations at the center of every engagement. The common thread running through her multiple roles in customer success, product, sales and marketing is her ability to quickly diagnose pain points and launch strategic solutions.
When she’s not powering research with high energy and deep devotion to the clients' success, you can hear her singing the National Anthem at your favorite sports games or volunteering as an elementary school choir director. She also loves to travel, so don’t get her talking about Disney or which country is her favorite … you may be there a while.
mackenzie.wilson@Aartrijk.com