Maestro Group
We help you sell more, faster


We are people focused, and data driven. 

Our team includes sales mavens, marketing strategists, data nerds, and content experts who have succeeded in their careers and are applying their expertise to help you close more sales, faster.  


+ Bob Greene, Senior Sales Leadership Consultant and Trainer

Bob Greene is a Senior Sales Leadership Consultant and Trainer for the Maestro Group. In this role, he provides advisory services to C-suite executives and impactful training to sales teams. Bob has over 25 years of senior-level business development, leadership, and training experience with specific background in consumer products, automotive retail marketing, finance, health care, intercultural analysis, and risk management.

Prior to joining the Maestro Group, he owned his own consultancy and product development agency where he managed international sales teams and provided global training. He was a frequent commentator for radio, print, and television on issues ranging from effective leadership, business development, e-commerce, NAFTA, and international commerce, to diversity, equal rights, and mental health.

Bob is a graduate of Virginia Tech and an active community leader in the Washington, DC area. A current project is the implementation of a Youth Mental Health First Aid training for Boy Scout Leaders in the National Capital Area Council of the BSA in order to help prevent teen suicide. He is also a five-time Paul Harris Fellow of the Rotary Foundation of Rotary International, and is the recipient of an award from the AXA Foundation in recognition of his diversity efforts as a PTA President. Bob is a past advisory board member to Ford Motor Company and a current advisor to the Institute for Excellence in Sales and the Virginia-Israel Advisory Board. He resides in Fairfax, Virginia with his wife and five children.


+ Keeley Schell, Senior Editor

Keeley believes that the right words have the power to change the world. Her goal in writing and editing content is to ensure that clients’ ideas reach potential customers with exactly the effect intended. She specializes in communicating highly technical content to broader audiences.

Keeley taught for several years at Wheaton College (Massachusetts) before relocating to northwestern Vermont. There she was elected to the local school board, where she applies her writing and editing skills to the board’s public communications and policies.

Keeley grew up in Virginia. She attended the Thomas Jefferson High School for Science and Technology and Duke University with a number of Maestro Group colleagues. She then earned a master’s degree from the University of Cambridge and a Ph.D. from Brown University.

Much of Keeley’s spare time is dedicated to her three young children and her spouse, Max, co-founder of a small software firm. Hobbies include running, Nordic skiing, and visiting the many awesome local breweries. She also loves reading and writing about ancient and medieval culture.


+ James Pottenger, Partner, Operations and Executive Relationships

James has been always been passionate about process and systems. His professional career began after graduating from the University of Southern California with a degree in Industrial and Systems Engineering.

Since then, James has developed a deep understanding of both operations and business development with focus in the SaaS, Identity and Retail industries.

At the Maestro Group, James offers his invaluable insights and practical experience to drive the growth of both the Maestro Group as well as the growth of the Maestro Group's clients.

On the weekend, you will find James exercising, spending time with family, and watching sports.


+ Carla Urliona, Senior Strategist, Content & Digital

Carla advises clients on the most effective ways to create and engage around digital content. She provides thoughtful expertise to organizations on how to find, establish, and leverage their voice and best ideas across digital platforms.

Prior to working with Maestro Group, Carla worked for the Council for a Strong America, where she pitched and was awarded a two-year grant from the Bill and Melinda Gates Foundation to launch a groundbreaking digital video storytelling project. The project was designed to engage with marginalized communities on social media around the importance of education and testing. During her tenure at the Council, Carla also led the organization through a rebranding project which culminated in a new brand architecture and visual identity, website, and revamped social media presence. Carla has also managed the creative team at the Pew Charitable Trusts and served as Director, Content Strategy at Families USA, a national healthcare research and advocacy organization.

While originally an English major (St. John Fisher University), Carla actually got her start coding sites for small, scrappy, grassroots advocacy organizations. She quickly learned that being a one-woman shop meant having to write and design content as much as having to code it. This experience led her to actively pursue three disciplines—writing, design, and coding—which meant that she would never be bored in any job.

Carla is an avid long-distance cyclist, runner, and book collector. When she's not biking, running, or reading, you'll find her on the soccer field coaching her 8-year-old son's soccer team (go Tornadoes!). She lives in the D.C. area with her wife, son, and a rambunctious black rescue lab named Sabrina.


+ Kenn Miller, Senior Director Sales Operations & Training

Kenn has built up a skill set around sales, sales analytics, and sales operations. Previous to joining Maestro Group, Kenn managed the B2B sales/marketing technology stack and operational strategy at He led several initiatives, including creating and managing the outbound sales development process, automating billing systems, and developing sales processes within Salesforce in order to deliver clean and accurate forecast data.

Kenn graduated with a degree in biological sciences from the University of Chicago. He also completed a 12-week intensive web development course through General Assembly.

Outside of work, Kenn is an avid powerlifter and regularly competes in the USAPL and USPA powerlifting federations.

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+ Matt Salmonson, Sr. Advisor, Enterprise Sales Strategy Consulting

Matt Salmonson is an accomplished retail executive currently contributing his product strategy expertise to the Maestro Group. He works with clients to prepare them for high-level executive meetings.

Over the past 25 years, Matt has served on the management teams of some of the most iconic American brands—Banana Republic, Old Navy, Restoration Hardware, and Williams Sonoma. He has led teams in inventory optimization, sourcing/production, strategy, finance, advanced analytics, and technology. Matt has also managed the operational strategies for entrances into new markets including China and Europe.

Matt received his BS in Marketing from the University of Alabama Culverhouse School of Business, where he now serves as a board member. He also attended Queen's University where he completed the Executive Strategy Program.

Matt currently serves on several boards ranging from retail software to food services to healthcare. He is passionate about pursuing "next practices" by taking full advantage of modern capabilities. When Matt isn’t working, you can often find him fishing or watching his kids play sports.


+ Rachel Golden Smith, Strategist, Content & Instruction

Rachel develops and edits content to reach its specific, intended audience. She has a knack for communicating ideas effectively and identifying comprehension and learning hurdles. Whether working on web content, social media, or instructional assessments, she will ensure that your content and delivery are as impactful as possible.

Rachel has worked extensively for state and local governments as well as non-profits creating curricula, website content, publications, social marketing materials, and educational programs. Her background in environmental education has prepared her to present complex ideas to diverse audiences.

Rachel graduated from Duke University cum laude with a bachelor’s in biology. She also holds a master’s degree from the University of Wisconsin—Stevens Point in natural resources with an emphasis on environmental education and interpretation.

When not working, Rachel is usually spending time with her family. She also enjoys hiking, reading, and being on her farm in the North Carolina mountains.


+ Kevin Sambat, Senior Consultant & Trainer

With more than 12 years of experience in sales, Kevin’s role at Maestro Group is to help organizations and their sales staff sell more efficiently and effectively. Through a combination of following a proven sales process, thorough training, practice, accountability, and work ethic, Kevin believes anyone can become a more productive and successful salesperson.

Prior to joining Maestro Group, Kevin has worked for Fortune 500 organizations, high-growth technology companies, not-for-profit associations, and professional services firms. With experience successfully selling into the executive/leadership level at SMB (small and medium-sized businesses), Fortune 500/large enterprise, non-profit, healthcare, and local/state/federal government, Kevin brings a unique perspective and best practices applicable to almost any sales organization.

Kevin graduated with a BS in psychology from James Madison University and currently resides in Arlington, Virginia. Outside of work, Kevin spends much of his time performing music (vocals and guitar) in different projects throughout the Washington, D.C., area.


+ Chris Crellin, Director, Sales Research and Trainer

With over a decade of sales experience spanning multiple industries, Chris brings a wealth of research and training expertise to the Maestro Group.

After serving in the military as a combat medic, Chris moved to the south of Spain for an extended 3 year hiatus, with the goal of expanding his cultural awareness. He also spent time traveling throughout Europe and Africa.

Upon returning to the United States, Chris worked for various organizations, selling into the C-suite across multiple industries and verticals. Prior clients include multiple Fortune 500 companies and large hospital systems. During this time, Chris soon realized that many companies offer insufficient sales training, and found himself assuming the role of helping others. So when the opportunity arose to join the Maestro Group, Chris found it a perfect fit and was eager to join the team.

Outside of work, Chris can be found jogging through the nation’s capital, exploring a new art exhibit, or embarking upon a culinary adventure at a new restaurant. He also cooks, trying not to burn down his condo in the process.


+ Will Fuentes, Managing Partner, Maestro Sales

Will is a co-founder of Maestro Group. He empowers sales teams to maximize their potential. Will focuses on teaching both hard and soft sales skills and identifies opportunities to improve sales efficiencies. His unique background and perspective guide his training principles, and he is motivated to help individuals and organizations sell more, faster.

Will has worked for some of the largest retailers, honing his skills as a salesperson, sales leader, and innovator. In 2011 he founded Lemur Retail, a first-of-its-kind, in-store, associate clienteling and assisted sales app. After Lemur, Will worked with various SaaS companies, consulting on sales and marketing.

Will is a graduate of Virginia Tech and The George Washington University Law School. Not finding the fulfillment he was looking for in law, Will transitioned to retail, a career move he assumed would be temporary. In retail, he quickly found success, excitement, opportunity, and the fulfillment he was looking for.

When he is not with a client or spending time with his family, Will is reading I/O and Behavioral Psychology books to get a better understanding of what impedes sales.


+ Kevin Sweet, Strategist, Product & Digital

Kevin has a background in sales, product management, product marketing, and marketing systems integration. His diverse experience leads to contributions in many forms at the Maestro Group, including content design, systems implementation, web development, and marketing campaign strategy and execution.

After graduating from Penn State University, Kevin’s career began at a solar energy platform company, one of the Maestro Group's first clients. Throughout the engagement, Kevin was able to see first-hand how effective the lessons and hands-on interaction were in accelerating the success of the organization. When the opportunity arose, he joined the consultancy shortly thereafter.

Kevin lives in Arlington, VA and enjoys playing pick-up basketball or riding his bike.


+ Grace Porter, Strategist, Content

Grace is here to write what clients need when they need it. Her passion is voice—she loves discovering or restructuring a brand’s voice into something fresh, relevant, and unique. Grace uses her background in SEO-compliant content and content strategy to help businesses build their web presence and improve site traffic through quality content and long-term plans for success.

Grace has been a freelance copywriter and editor for more than five years. She also spent a year as a content creator for a Fortune 500 bank and worked a stretch managing social media for a local government branch. She graduated from the University of Alabama where she earned a degree in English.

When she's not writing for work, she's writing for fun—a never-ending series of unfinished novel manuscripts. She also likes playing board games, running with her Airedale, and watching weird Netflix shows.


+ Michael Valade, Operations

Mike is the behind-the-scenes coordinator between Maestro Group and its clients. He takes care of the many details that make things run smoothly for Maestro’s trainers and strategists.

Prior to joining Maestro, Mike ran a variety of retail stores—everything from consumer electronics to designer women’s fashion. He also has experience in development, testing, and training for a SaaS startup company.

Mike hails from upstate New York but now resides in Northern Virginia. You can often find him at a Washington Nationals game, spending time on the water with his dogs, or cooking. He makes a mean cheesecake!


+ Chinmayee Balabhadrapatruni, Specialist, Research & Content

Chinmayee uses her interdisciplinary background to conduct research for the Maestro Group team. She is also tasked with transforming technical information into comprehensible and exciting content.

Chinmayee worked as a trade and industry analyst for the U.S. Department of Commerce prior to joining Maestro Group. She graduated from George Mason University with degrees in both neuroscience and global affairs.

When she is not working, Chinmayee is usually reading mystery novels, volunteering in her community, or teaching herself a new skill. Most recently she has picked up Python, R, and conversational Korean.


+ Evan Potler, Senior Strategist, Creative

Evan is an award-winning designer who has spent more than a decade designing high-impact, visually engaging material. At Maestro Group, he puts his creative skills to the test, ensuring that each client’s unique brand story comes across in visually compelling ways across all platforms—from in-person presentations to digital experiences. Evan is equally adept at designing magazine layouts and annual reports as he is creating logos and visual identity systems. His sweet spot is designing infographics and building great-looking UI elements for websites and apps.

Evan has held several senior art and creative director positions, helping businesses and national nonprofits transform their content into quality visual experiences online. Over nearly a decade as Art Director for Builder magazine at Hanley Wood, Evan received 37 design awards, including awards for infographics, publications, marketing materials, and digital imagery.

Evan studied fine arts and graphic design at Ringling College of Art and Design in Sarasota, Florida. He lives in the D.C. area with his wife, two kids, and Leo the Giant Black Lab. You can catch Evan at every Baltimore Ravens home game or find him enjoying his favorite zombie movies and TV shows.


+ Nickie Donas, Director, People and Culture

Nickie focuses on maintaining a strong culture within Maestro Group. Her goal is to ensure that the team is motivated and fulfilled.

Over the course of her 15-year career as a registered nurse, Nickie cared for patients and their families during their moments of crisis. Her years at a Level I trauma center taught her the critical group and morale-building skills that are essential for a cohesive team. She uses those skills at Maestro Group to facilitate a productive and smoothly running company environment.

Nickie earned her nursing degree from Marymount University. A native Virginian, she currently resides in a suburb outside of Washington, D.C., with her husband and son.

When she isn't thinking up new ways to enhance the Maestro team’s work experience, Nickie can be found spending time with her family exploring all that D.C. has to offer. An avid beach lover, her hobbies include swimming, cooking, and reading.