Growing up in South Africa, Hayley saw the effects of social injustice firsthand — and the power that a fierce passion and shared purpose can have in bringing about positive social change. It was this discovery early in life that inspired her to pursue her passion for telling stories and driving action, ultimately founding the Additive Agency — a brand transformation consultancy wholly committed to helping purpose-driven organizations achieve greater social and business impact.
Under the banner of Additive, Hayley and team have led brand engagements for clients as diverse as the City of Memphis, CCS Fundraising, The Cathedral Church of St. John the Divine, Child Mind Institute, Columbia Alumni Association, The Jed Foundation, Ralph Lauren Center for Cancer Care, La Jolla Playhouse, MDA (Muscular Dystrophy Association), Mouse, the National Center for Learning Disabilities, NYU School of Medicine, Mercy Corps, Encounter, NYU School of Medicine, STRIVE Prep and St. Jude Children's Research Hospital.
Prior to founding Additive, Hayley led large-scale brand transformation efforts at Siegel+Gale for clients such as the Y (YMCA), Aetna, Rotary International, Memorial Sloan Kettering, MIT Sloan, Florida State University and KeyBank, as well as launched new brands, such as Understood.org and Lifetuner (by AARP). She also partnered with Uncharted (formerly Unreasonable Institute) to develop corporate social responsibility programming benefitting social enterprises in Africa and Asia.
Previously, Hayley managed public affairs at Columbia University, where she was responsible for protecting and promoting the reputation of the Law School, and advancing conversations on a range of topics — from corporate governance to civil rights. Additionally, the first years of her career were spent working with advocacy and affinity groups to shape the conversation around infectious diseases and destigmatize issues like depression.
Hayley teaches a graduate class, the Business of Issues, at Columbia University, and lectures on strategic communications, ethics and branding at both New York University and Columbia University.
She lives in Brooklyn, NY with her family.