Leslie Licano is the co-founder of Beyond Fifteen Communications, Inc. a leading marketing and PR firm. She is recognized for her expertise in branding, strategic communications and helping clients stand out as innovators in their industries.
Congratulations on Beyond Fifteen Communications’ 15th anniversary! What inspired you to co-found the agency and how has it evolved over the years?
It all began as many good things do: With two women and one big idea. My co-founder, Lauren Ellermeyer, and I spent years honing our skills in agencies, working primarily with traditional media; but we envisioned a better way to engage with clients—one that combined the strategic messaging of PR with the rapidly evolving landscape of social media. At the time, social media was still in its early stages, and many companies using it for marketing were more tech-focused and lacked the expertise to build meaningful connections.
We saw the opportunity to blend the hard technical skills of social media with the softer, more relational
aspects of PR—a concept that was somewhat novel at the time. This blend created omnichannel programs that offered clients an integrated approach across multiple touchpoints, and the results spoke for themselves. Over the years, as the industry has continued to evolve, we’ve stayed ahead of trends, expanding into full-service marketing to keep pace with digital transformation and deliver holistic solutions.
At the same time, we’ve always believed that the foundation of a strong client relationship is transparency and clear communication. While many agencies operate behind closed doors with clients only receiving limited reports and little insight into what’s happening behind the scenes, we set out to do things differently. From the very beginning, we prioritized a collaborative, transparent approach—providing clear scopes of work, setting expectations up front and offering weekly updates so clients always know exactly what they’re getting. That level of transparency hasn’t changed in 15 years.
Today, as we continue to grow and evolve, this commitment to integrated omni-channel campaigns and transparent, results-driven partnerships—remains at the core of everything we do. Our ability to combine innovative strategies with open, honest communication has helped us build long-term relationships with our clients and deliver consistent, impactful results.
What challenges have you overcome to reach this milestone and what do you credit for the agency’s longevity?
In the early days, we often found ourselves pitching to senior executives in male-dominated boardrooms, and felt like we constantly faced the challenge of breaking into an old boys’ club. As fairly young women at the time, we were confronted with biases stemming from both our gender and our youth—some overt, others more subtle. Despite having impressive experience, we were frequently underestimated.
Rather than letting these challenges hold us back, we leaned into the strengths that many women bring to the table—skills like empathy, communication and the ability to build meaningful relationships. We also embraced the strengths of youth—fresh ideas, tenacity and a readiness to take on the world.
We quickly realized that these perceived “weaknesses,” were actually some of the most valuable assets we could bring to our roles as marketers and we harnessed them to connect with clients on a deeper, more impactful level. Over time, we grew more confident in our unique approach, understanding that what made us different was exactly what set us apart.
Today, Beyond Fifteen Communications, Inc. is a proud minority- and woman-owned business with a reputation built from the ground up. Our longevity in the industry is the result of the strong relationships we’ve cultivated, the exceptional work we’ve delivered and our unwavering commitment to treating every client as a partner.
We’ve learned that trust is earned through exceptional work, not by fitting into a traditional mold. We continue to build on that foundation with every new challenge. And we couldn’t have done it without our incredible team, who shares our vision and works with a sense of urgency to ensure that every client receives our best.
As a female leader, what advice do you have for women aspiring to reach executive roles?
The best advice I can offer is to say yes and figure it out later. Push past the fear that you’re not good enough or not ready. If you know you’ve got what it takes, claim your seat at the table. This means stepping up when opportunities arise, even if they seem intimidating. It may feel inauthentic at first, but each time you prove yourself, those small victories build confidence and prepare you to tackle bigger challenges.
A well-known study states that men are likely to apply for a job if they meet 60% of the criteria listed in the job ad, while women will hold back unless they meet 100%. This gap in confidence is common and often tied to imposter syndrome, but the key is to embrace those opportunities for growth. Many of us also need to stop qualifying our statements with “I think” or “I feel.” If we know that we’re capable and experienced, we should own that and stop hedging when sharing our perspectives.
The key is not just believing in yourself but also recognizing that leadership requires the confidence to chart your own path. The more we do this, the more we show that leadership is a dynamic, evolving role, and women are a vital force in that evolution. When we lead confidently and unapologetically, we don’t just change the game; we redefine it.
How do you foster a strong company culture that attracts and retains top talent and what is your
approach to mentorship?
At Beyond Fifteen, we attract and retain top talent by prioritizing results and creating an environment where people can thrive. We hire smart individuals and aim to give them the autonomy to succeed. Rather than fixating on when people clock in or out, we focus on how they deliver and the impact they make. As a remote agency, flexibility is a core value, recognizing that our team members have lives beyond work. When people feel trusted to manage their time and responsibilities, they are empowered to perform at their best. This flexibility enables us to create a culture where people are motivated to contribute fully when they’re at their strongest and given grace when they need it.
Collaboration is also fundamental to our success. While many companies talk about teamwork, they often create environments that pit individuals against each other. At Beyond Fifteen, we foster a culture of support, where team members cheer each other on and actively share information to help one another succeed. This collaborative spirit keeps us aligned toward a common goal of whatever is in the best interest of our clients ensuring that we consistently work together to deliver exceptional results.
Mentorship plays a significant role in how we grow as a company; and we embrace a growth mindset, where feedback is seen as a tool for development rather than a critique. This openness supports the sharing of ideas, knowledge and constructive feedback—crucial elements of our culture. We encourage both giving and receiving feedback openly and directly, as this helps us improve both individually and as a team.
A pivotal moment in my own growth as a leader came from a 360-degree review early in my career. The feedback showed me I was spreading myself too thin, stepping in too often and unintentionally stifling my team’s progress. It was difficult to hear, but it was a turning point that helped me become a stronger leader. Since then, we’ve incorporated 360 reviews into our annual process, creating a culture where everyone, from leadership to the newest team member, embraces feedback. This spirit of openness and continuous improvement ensures that we’re all aligned, learning from each other, and working toward our shared success.
What trends do you see shaping the future of PR and marketing in 2024 and beyond?
AI is undoubtedly one of the most significant trends right now, particularly as it relates to its impact on the workforce and marketing. In digital marketing, AI is transforming areas like automation, personalization and campaign optimization across social media, search and paid advertising. Firms that adopt AI can reduce manual labor, improve targeting precision and ultimately deliver higher ROI.
However, it’s essential to remember that AI should be used to enhance, not replace, the human element of marketing. While AI-driven tools can optimize certain processes, the personal touch and creativity that comes from understanding your audience and brand remain irreplaceable.
Looking ahead, what I see continuing to drive the most impactful marketing success is an omni-channel strategy combined with full-funnel marketing. The days of relying on a single tactic or platform to achieve success are gone. Marketing today requires a multi-layered approach that takes customers through every stage of their journey—from awareness to consideration to conversion. The idea is to create touch points at each stage that guide potential customers seamlessly, building trust and engagement as they move through the funnel.
The best agencies take a holistic view of each client’s marketing landscape—creating bespoke combinations of modern and traditional paid, earned and owned media tactics to support their goals and guide their audience through the various stages of engagement.
How do you stay inspired and continue to innovate in a fast-changing industry?
Staying inspired is almost inevitable when you’re constantly absorbing new information from such diverse realms. At our agency, we serve clients across a variety of industries—real estate, medical devices, consumer packaged goods, technology and the list goes on—and our full-funnel marketing approach means we touch on everything from digital advertising and SEO to social media, PR, email marketing and beyond. This variety helps keep us engaged and continually connecting new dots that help to move our clients forward.
By applying insights and strategies from one industry to another, we often discover creative solutions to common challenges. This ability to think outside the box and make connections between seemingly unrelated areas helps us stay ahead of industry trends and bring fresh ideas to the table for our clients.
Of course, staying on top of fast-evolving areas like SEM and SEO requires specialized expertise. Our team includes subject-matter experts who focus on their respective fields, staying current with ever-changing algorithms and industry standards. This specialization is essential for maintaining the highest level of knowledge and ensuring we deliver the best results for our clients; but the real magic happens when our experts collaborate. The synergy that emerges from working across disciplines allows us to solve problems more effectively and creatively. When our team comes together to tackle challenges, the results are always greater than the sum of their parts.
At the end of the day, it’s the impact of our work that drives us. Helping our clients grow and succeed is what keeps us inspired. When we see the measurable results of our efforts, it reminds us why we do what we do—and it keeps us excited about the next challenge.
What’s one key lesson you’ve learned as an entrepreneur that you wish you knew at the start of your career?
One key lesson I’ve learned, and am still refining, is that you accomplish more when you hire talented people and give them the space to excel. Early on, I struggled with perfectionism and felt the need to have a hand in everything. But I soon realized that when I set a clear course and allow my team to take ownership, we get better results and are able to scale more effectively. I try to empower my team by collaborating to set a course for our clients, then stepping in only when necessary or when they ask for my support. This approach not only leads to more efficient execution, but it also enables my team to thrive in their areas of expertise and take a deeper level of pride in the results they achieve.
When we start our leadership journey as individual contributors (as most of us do), that drive to do everything ourselves is understandable, but it’s crucial to shift our mindset when stepping into leadership. Embracing this shift not only helps us avoid burnout from being stretched too thin, but it also creates an environment where our teams feel empowered and proud of the work they execute. That transformation is what makes all the difference both for ourselves and for those we lead.
What is your vision for Beyond Fifteen Communications, Inc. over the next five to ten years, and what legacy do you hope to leave in the PR industry?
Our journey over the past 15 years has been one of steady growth, marked by progress that isn’t always linear. Sometimes we take two steps forward and one step back—doing what a friend of mine likes to call a “cha-cha.” But that’s been part of the process. We’re not striving to become a corporate conglomerate or to grow so large that we lose sight of what makes us who we are. Instead, we’re focused on staying true to our core values, particularly our deep care for both our people and our clients.
Our legacy will be one defined by close, personal relationships within our clients’ businesses and a deep understanding of their unique challenges. This insight allows us to craft strategies that truly address their marketing needs. In the long term, our vision is to maintain a closely-held business where we consistently do right by both our clients and our teams.
A significant part of this vision revolves around the legacy of teamwork and nurturing our employees. We believe in giving our team members a safe space to grow, experiment and push boundaries. It’s about creating a culture where they can try new ideas, learn from both successes and challenges and always return stronger. My hope is that the impact we have on their growth and development will extend far beyond their time with us, shaping the paths they take in the future. The work we do together, and the experiences they carry with them, will be a lasting part of our legacy.
Learn more about Beyond Fifteen Communications, Inc. at www.beyondfifteen.com and follow it on
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