About Northbound Strategy

Working with businesses of all sizes and industries, advocacy groups, coalitions, government entities and political campaigns, Carpenter has established himself as the leader in strategic communication in Utah.

Before founding Northbound Strategy, Carpenter has played key leadership roles in three gubernatorial elections and has served as director of communication for Utah Governor Gary R. Herbert. As a senior advisor to the governor, he crafted communication strategy and served as the administration’s primary spokesman. He coordinated the governor’s message across more than two dozen state agencies and was responsible for speech writing, crisis communication planning, official declarations and social media. During his tenure, Governor Herbert had the highest approval rating of any governor is his or her respective state and served as chair of the National Governors Association.

Prior to joining the Herbert administration, Carpenter served as executive vice president of communication at the Salt Lake Chamber, Utah’s leading business association with roots pre-dating statehood. He also served as the primary spokesman and communication lead for Governor Herbert’s successful 2012 campaign, winning all 29 Utah counties en route to a 39-point victory.

After graduating cum laude from Weber State University with a bachelor’s degree in communication and electronic media, Carpenter worked for several years as a television sports reporter in Kansas and Oklahoma.

With experience spanning project management, program administration, and customer service leadership, Martel brings a process-oriented approach to organizational challenges. She specializes in implementing effective communication systems, coordinating cross-functional teams, and creating scalable operational solutions that allow organizations to focus on their core objectives.

Before joining Northbound Strategy, Martel held several progressive positions at Western Governors University (WGU). Starting as an Executive Assistant, she advanced to become a Project Manager, where she applied her expertise in educational operations. During her time at WGU, she led multiple teams and played a key role in organizing and executing numerous commencement ceremonies. This provided her with comprehensive insight into organizational dynamics across multiple levels of the institution.

Beyond her professional expertise, Rachel is deeply committed to service and has participated in numerous humanitarian trips to regions in need, contributing to community development and educational initiatives in various parts of the world.

A graduate of Gonzaga University, Martel holds a Master of Arts degree in Organizational Leadership. She completed her undergraduate studies at Brigham Young University-Idaho, earning a Bachelor of Arts in Recreation Leadership.

At Northbound Strategy, Obray leads end-to-end production processes for communications and video content, serving as the central point of contact between stakeholders, team members, and clients. Her expertise in project management ensures the timely delivery of high-quality product across multiple concurrent initiatives.

Obray also serves as Communications Director for The Presidents Forum, where she leads comprehensive thought leadership campaigns. Her role encompasses strategic communication planning, member updates, and coordination with institutional communications staff to ensure that The Presidents Forum maintains a consistent, authoritative voice in higher education conversations.

Obray holds a B.A. in Political Science from Brigham Young University, where she focused on American Political Philosophy and completed a Spanish minor through study abroad programs in Mexico and Spain. Her diverse professional background includes experience in education and community leadership.

With her deep understanding of effective communication channels, Obray helps clients enhance their brand awareness, engage target audiences, and build lasting relationships that advance their strategic objectives.

With experience spanning state fiscal policy, legislative analysis, and strategic communications, Mortensen brings a data-driven approach to public affairs challenges. He specializes in translating policy complexities into actionable insights, helping organizations anticipate regulatory shifts and position themselves advantageously.

Before joining Northbound Strategy, Mortensen served as a Fiscal Analyst at the Arizona Joint Legislative Budget Committee, where he provided non-partisan analysis on state appropriations and policy proposals. His work directly informed legislative decision-making across multiple sectors, with his portfolio spanning state universities, community colleges, the department of housing, and regulatory and compliance boards.

Mortensen's experience also includes roles in Utah political campaigns and strategic political communications. He has worked at the federal, state, and local levels.

A graduate of the Maxwell School at Syracuse University, Mortensen holds a Master of Public Administration degree with emphasis on state and local finance. He completed his undergraduate studies at Utah State University, earning a BS in Law and Constitutional Studies.

At Northbound Strategy, Mortensen helps clients turn policy challenges into strategic opportunities—equipping them with the analysis, messaging, and engagement strategies needed to advance their objectives in today's complex policy landscape.

Tyler’s background spans television news, producing, social media strategy, and higher education. Her career began in broadcast journalism. Over the years, she has produced work for Weber State University, non-profit organizations, Amazon Prime, including an episode of *The College Tour* for Weber State University, and is the co-creator of *Windows of Change*, an award-winning documentary filmed in Mozambique about the power of service.

She holds a master’s degree in professional communication and has spent over 15 years teaching university-level courses including news writing, newscast production, and media literacy. Stacey has a deeply-held belief in the power of stories to inform, unite, and inspire.

With expertise spanning video editing, motion graphic design, and production management, Butler brings a technical and creative approach to communication challenges. He guided the vision for the design and construction of Northbound Strategy's new studio, creating a space that has dramatically streamlined production processes and enhanced content quality for clients across multiple platforms.

As an award-winning photographer, Butler brings his keen eye for composition and technical precision to every client project. Beyond his in-studio work, Butler runs a respected YouTube channel dedicated to testing and evaluating photography equipment. When not behind the camera professionally, he can be found pursuing adventure photography high in the Cascade and Rocky mountains.

At Northbound Strategy, Butler helps clients harness the power of visual media—equipping them with professional multimedia content that strengthens their messaging, engages target audiences, and elevates their overall communication strategy.