Our leaders have managed marketing budgets, answered to sales targets and built companies of their own. That experience informs how we evaluate an opportunity: what it needs to accomplish, what it will take and how we’ll measure its contribution. We align our strategy with your business goals so you can make a clear case for your marketing investment.
BOLD. CONFIDENT.
About Point
Point is an independent, veteran-owned marketing agency offering a full suite of advertising and public relations services. Spun out of agency mainstay Tracy Locke more than 30 years ago, we’ve served businesses from startups to Fortune 500 brands across Dallas-Fort Worth, Texas and the nation.
Our leadership team brings extensive experience from the client side, and two of our leaders built companies of their own before joining Point. We understand the pressure to make your budget work harder and deliver results you can stand behind. That perspective shapes how we approach your business, with senior leadership involved from the first conversation through strategy, execution and results.
AWARD-WINNING. BUSINESS FOCUSED.
Results & Recognition
- A 14-to-1 revenue return on paid social and search media for a multi-unit restaurant client
- 2026 Senior Living Marketing Agency of the Year, ElderCare Review
- Multiple 2026 AVA Digital Platinum and Gold Awards
- No. 4 PR firm in North Texas, Dallas Business Journal
- Two International Economic Development Council awards for collateral and web work
- Vendor of the Year, Bar Louie
GOOD PEOPLE. GREAT CHEMISTRY.
Our Culture
Good work takes people who care enough to ask another question, challenge an assumption or rethink an idea they’ve already spent hours developing. At Point, we value that kind of investment and the trust that lets people speak openly, share what they know and make the work stronger.
That spirit carries into our client relationships. We take the time to understand the business behind the brief and work closely with the people responsible for its success. We want clients to feel comfortable bringing us a difficult question, an ambitious idea or a problem they haven’t quite figured out how to solve.
Mission
We help businesses recognize what sets them apart and turn that advantage into a compelling reason for customers to choose them. By grounding our strategy and creative work in that understanding, we help clients build stronger brands and grow profitably.
Vision
We want to be the agency clients trust with their most consequential marketing decisions. We aim to earn that confidence through sound judgment, imaginative work and reliable execution, building relationships that grow stronger as our clients’ businesses evolve.
Core Values
- Passion With Purpose: Through intensity, unique approaches, decisiveness and our desire to be the best, we continually demonstrate a passion for excellence.
- Professional: We conduct business in the utmost professional manner, with integrity, respect and grace in working with our clients and each other. We stand steadfast in our accountability to keep our word.
- Growth Driven: Committed to growth for our clients, our company and our team.
- Collaborative: We value each individual as an integral part of the team. Together we share a passion to create work that drives superior results.
- Innovative: We are committed to constantly evolving, embracing new technologies, trends and strategies to stay ahead and deliver cutting-edge solutions.
EXPERIENCE CHANGES THE APPROACH.
What Sets Point Apart
Business Experience Behind Every Recommendation
- Strategic Business Alignment
- Measurable Results & Accountability
A Clearer Picture of What Moves Your Audience
Our proprietary Brand Engagement Model gives consumer-centric strategy a practical purpose: understanding who influences a purchase, what matters to them and where your brand can make a meaningful connection. That understanding guides your positioning, messaging and the moments we choose to reach people. As audiences and markets change, we revisit those decisions to keep the strategy relevant.
- Consumer-Centric Strategy
- Data-Driven Audience Understanding
- Targeted Audience Engagement
- Adaptive Audience Strategy
- Brand Positioning & Messaging
Integrated Marketing With Every Channel Working Together
Your customers may encounter your brand through advertising, public relations, a search result or a conversation. We plan traditional and digital approaches together so those encounters build on each other. Each channel has a specific role, with messaging and creative that carry a consistent brand story while fitting the way people use that channel.
- Integrated, Performance-Driven Digital Ecosystems
- Cross-Platform Brand Storytelling
- Traditional Media Amplification
- Personalized Omnichannel Experiences
Data That Helps Us Make Better Decisions
We use data analytics to understand how audiences respond and where marketing can work harder. Each client’s goals determine what we measure, and we interpret platform reporting alongside the broader business picture. Those findings inform creative development, audience targeting and media investment, giving continuous optimization a clear purpose: learning what deserves more support and what needs to change.
- Data-Centric Strategy Development
- Data-Driven Performance Optimization
- Digital Ecosystem Optimization
- Continuous Learning & Optimization
Fueling Business.
Driving Growth.
We know what it takes to build a business because we’ve done it ourselves. Our experience on both the client and agency sides shapes how we approach your goals, weigh opportunities and put your marketing investment to work to deliver strong results.
Learn more about our expertise in marketing to:
Understanding the Consumer Mindset
Understanding your audience means knowing who makes the purchase, who influences it and what matters to each of them. Our audience marketing expertise combines demographic and psychographic insights with behavioral data to build personas that capture those motivations. That understanding shapes messaging that speaks to people’s priorities and gives them a reason to choose your brand.
Deep in the Heart of Texas
From 2020 through 2024, 200 companies moved their headquarters to Texas. We’ve been building businesses here for more than 30 years, and we understand the appeal. As a Texas-born agency, we bring local knowledge and relationships to help brands establish themselves and grow across the state. For companies entering the market, that means a Dallas PR firm that knows the territory and can help them earn recognition. The Dallas Business Journal ranks Point the No. 4 PR firm in North Texas.
Our Leadership
Susan Owen brings a banker’s understanding of business and an entrepreneur’s perspective to her role as CEO of The Point Group. A member of the agency’s founding team in 1995, she now sets Point’s strategic direction, drawing on experience across finance, marketing and business ownership.
Susan began her career at Bank One in Dallas, working across trust services, commercial credit and cash management before becoming assistant vice president of commercial lending. At Southwest Airlines, she managed strategic partnerships and launched the airline’s co-branded Visa card, connecting her financial expertise with brand marketing and customer relationships.
Her entrepreneurial experience extends to healthcare technology as co-founder and Vice Chairman of Berkshire Biomedical. Susan holds a BBA in Finance from Texas State University and joined YPO in 2003.
Heather Julian knew Point from the client side of the table before joining the agency as Chief Marketing Officer in 2026. Previously CMO of Lifespace Communities, a senior living operator and Point client, she brings that perspective to her leadership of business development, along with more than 25 years of experience across banking, mortgage, fintech and senior living.
Heather began her career in commercial lending at Simmons Bank and First National Bank, financing more than 5,000 hotel rooms before moving into marketing at MidSouth Bank. She went on to lead marketing at Supreme Lending, Caliber Home Loans and BorrowWorks, where she built an industry-leading customer recapture program as CMO.
Her career connects the financial decisions behind business growth with the marketing decisions that support it. At Point, that experience gives her firsthand insight into what clients expect from an agency and the pressures they face within their own organizations.
J Frederick starts with the client’s business problem and writes from there. As Chief Creative Officer of The Point Group and President of Point Studios, he brings a writer’s ear for voice and an agency owner’s understanding of what the work needs to accomplish.
Before joining Point, J owned and led his own agency for 15 years before selling the business. His award-winning creative work spans healthcare, telecom, retail and entertainment, with writing credits that include Methodist Health, Verizon, Whole Foods, Amazon, Northern Tool and Red Dead Redemption. Across that range, he develops a distinct voice for each brand, grounded in its business and the people it needs to reach.
At Point Studios, J oversees video, photography, podcast and animation production, carrying that attention to storytelling from the initial concept through the finished work.
Ann Rimkus loves a puzzle, especially when it involves understanding people and what influences their decisions. As Executive Vice President at The Point Group, she leads paid media, public relations and strategy, drawing on decades of experience studying consumer behavior and media habits.
Her perspective comes from working on both sides of the agency relationship, including six years as a field marketing director at Marriott Hotels and three years leading field marketing at Wyndham Hotels and Resorts. At Publicis, she spent 13 years as vice president and general manager, overseeing GM’s Southwest regional media for Cadillac, Hummer, Pontiac and SAAB. Her background also includes account leadership at Leo Burnett and strategic partnerships at Mary Kay.
At Point, Ann applies that experience to hospitality, luxury, automotive and real estate brands, figuring out whom to reach, what will resonate and where the message belongs. She brings curiosity and a practiced eye for audience behavior to the decisions behind each campaign.
Jim Terry brings a straightforward approach to brand strategy and client relationships. As Executive Vice President and Director of Client Experience at The Point Group, he helps clients understand how buyers respond to their brands and decide what to say next. He connects agency strategy with Point Studios production, keeping the thinking behind the work connected to how it comes to life.
His role encompasses both the experience a brand creates for its customers and the experience clients have working with Point. That means looking closely at what the work communicates while keeping client relationships grounded in candid advice and a clear sense of direction.
Jim built his career in account leadership, joining Dallas agency M/C/C, now Mod Op, in 1998 and advancing from account manager to senior vice president of account services. He led the account team and directed integrated B2B programs for Fujitsu, Alienware, Raytheon and Vari-Lite. Earlier in his career, he worked at McCann-Erickson.
Jen Bedford connects the customer data, technology and creative thinking behind lasting customer relationships. As Senior Vice President of Client Services at The Point Group, she leads client relationships and the agency’s technology and business transformation work, helping clients put those disciplines to work toward shared business goals.
Her background spans Epsilon, Ascendant Loyalty Marketing and Data Axle, where she worked with enterprise brands on CRM strategy, loyalty program design, marketing automation, email marketing and customer segmentation. That experience gives her a broad view of how individual customer interactions contribute to the larger relationship with a brand.
At Point, Jen guides clients through building and relaunching loyalty and retention programs, working through how the strategy, systems and customer experience fit together. She brings an eye for detail while keeping the larger business objective in view.
Ruth Baron brings a journalist’s instinct for finding the story and a designer’s eye for communicating it to her leadership of Point’s healthcare practice. As Senior Vice President, she draws on more than 25 years of healthcare marketing experience across provider, payer and health technology organizations, including work embedded in Baylor Health Care and Texas Health Resources.
Her experience inside health systems gives her a firsthand understanding of the organizations behind the care. A former business owner, Ruth also understands the operational demands that shape marketing decisions and the need to connect communications with business priorities.
Ruth develops marketing and communications for hospitals, health systems and health technology companies, finding the human relevance within clinical programs, service lines and new technology. Her background in design and journalism shapes how she translates complex information into stories people can understand and connect with.
Concerned not just with profit, but purpose; Nate is a W3 and AVA Digital award-winning creative, front-end developer, entrepreneur, digital content creator and music producer with an intense passion for UX/UI design, photography, voice over, storytelling, film, music, and people. He’s had the honor of working across a staggering number of verticals, helping to craft big brands while also finding fulfillment alongside the not-so-big. His focus has been strategically building fully integrated campaigns that resonate across multiple mediums and result in increased consumer engagement and conversion. Client work includes Disney, Jockey, Jack Black, Which Wich, Walmart, The DMN, NBC 5, Albertsons, SportClips, and The American Heart Association.
Billy Hayes keeps the technology behind Point’s work running smoothly. As Director of IT, he oversees the agency’s networks, security and day-to-day technology support, maintaining the systems people rely on to collaborate and serve clients.
Billy joined Point more than 20 years ago after his work as an IT consultant for banking, healthcare and creative firms caught the agency’s attention. Starting as Director of Information Services, he built and expanded Point’s technology and security infrastructure as the business grew.
Today, Billy manages the technology side of new client onboarding and evaluates tools to support the agency’s next stage of growth. His long tenure gives him a practical understanding of how Point works and what its people need to keep the work moving.
Our Leadership
Susan Owen brings a banker’s understanding of business and an entrepreneur’s perspective to her role as CEO of The Point Group. A member of the agency’s founding team in 1995, she now sets Point’s strategic direction, drawing on experience across finance, marketing and business ownership.
Susan began her career at Bank One in Dallas, working across trust services, commercial credit and cash management before becoming assistant vice president of commercial lending. At Southwest Airlines, she managed strategic partnerships and launched the airline’s co-branded Visa card, connecting her financial expertise with brand marketing and customer relationships.
Her entrepreneurial experience extends to healthcare technology as co-founder and Vice Chairman of Berkshire Biomedical. Susan holds a BBA in Finance from Texas State University and joined YPO in 2003.
Heather Julian knew Point from the client side of the table before joining the agency as Chief Marketing Officer in 2026. Previously CMO of Lifespace Communities, a senior living operator and Point client, she brings that perspective to her leadership of business development, along with more than 25 years of experience across banking, mortgage, fintech and senior living.
Heather began her career in commercial lending at Simmons Bank and First National Bank, financing more than 5,000 hotel rooms before moving into marketing at MidSouth Bank. She went on to lead marketing at Supreme Lending, Caliber Home Loans and BorrowWorks, where she built an industry-leading customer recapture program as CMO.
Her career connects the financial decisions behind business growth with the marketing decisions that support it. At Point, that experience gives her firsthand insight into what clients expect from an agency and the pressures they face within their own organizations.
J Frederick starts with the client’s business problem and writes from there. As Chief Creative Officer of The Point Group and President of Point Studios, he brings a writer’s ear for voice and an agency owner’s understanding of what the work needs to accomplish.
Before joining Point, J owned and led his own agency for 15 years before selling the business. His award-winning creative work spans healthcare, telecom, retail and entertainment, with writing credits that include Methodist Health, Verizon, Whole Foods, Amazon, Northern Tool and Red Dead Redemption. Across that range, he develops a distinct voice for each brand, grounded in its business and the people it needs to reach.
At Point Studios, J oversees video, photography, podcast and animation production, carrying that attention to storytelling from the initial concept through the finished work.
Ann Rimkus loves a puzzle, especially when it involves understanding people and what influences their decisions. As Executive Vice President at The Point Group, she leads paid media, public relations and strategy, drawing on decades of experience studying consumer behavior and media habits.
Her perspective comes from working on both sides of the agency relationship, including six years as a field marketing director at Marriott Hotels and three years leading field marketing at Wyndham Hotels and Resorts. At Publicis, she spent 13 years as vice president and general manager, overseeing GM’s Southwest regional media for Cadillac, Hummer, Pontiac and SAAB. Her background also includes account leadership at Leo Burnett and strategic partnerships at Mary Kay.
At Point, Ann applies that experience to hospitality, luxury, automotive and real estate brands, figuring out whom to reach, what will resonate and where the message belongs. She brings curiosity and a practiced eye for audience behavior to the decisions behind each campaign.
Jim Terry brings a straightforward approach to brand strategy and client relationships. As Executive Vice President and Director of Client Experience at The Point Group, he helps clients understand how buyers respond to their brands and decide what to say next. He connects agency strategy with Point Studios production, keeping the thinking behind the work connected to how it comes to life.
His role encompasses both the experience a brand creates for its customers and the experience clients have working with Point. That means looking closely at what the work communicates while keeping client relationships grounded in candid advice and a clear sense of direction.
Jim built his career in account leadership, joining Dallas agency M/C/C, now Mod Op, in 1998 and advancing from account manager to senior vice president of account services. He led the account team and directed integrated B2B programs for Fujitsu, Alienware, Raytheon and Vari-Lite. Earlier in his career, he worked at McCann-Erickson.
Jen Bedford connects the customer data, technology and creative thinking behind lasting customer relationships. As Senior Vice President of Client Services at The Point Group, she leads client relationships and the agency’s technology and business transformation work, helping clients put those disciplines to work toward shared business goals.
Her background spans Epsilon, Ascendant Loyalty Marketing and Data Axle, where she worked with enterprise brands on CRM strategy, loyalty program design, marketing automation, email marketing and customer segmentation. That experience gives her a broad view of how individual customer interactions contribute to the larger relationship with a brand.
At Point, Jen guides clients through building and relaunching loyalty and retention programs, working through how the strategy, systems and customer experience fit together. She brings an eye for detail while keeping the larger business objective in view.
Ruth Baron brings a journalist’s instinct for finding the story and a designer’s eye for communicating it to her leadership of Point’s healthcare practice. As Senior Vice President, she draws on more than 25 years of healthcare marketing experience across provider, payer and health technology organizations, including work embedded in Baylor Health Care and Texas Health Resources.
Her experience inside health systems gives her a firsthand understanding of the organizations behind the care. A former business owner, Ruth also understands the operational demands that shape marketing decisions and the need to connect communications with business priorities.
Ruth develops marketing and communications for hospitals, health systems and health technology companies, finding the human relevance within clinical programs, service lines and new technology. Her background in design and journalism shapes how she translates complex information into stories people can understand and connect with.
Concerned not just with profit, but purpose; Nate is a W3 and AVA Digital award-winning creative, front-end developer, entrepreneur, digital content creator and music producer with an intense passion for UX/UI design, photography, voice over, storytelling, film, music, and people. He’s had the honor of working across a staggering number of verticals, helping to craft big brands while also finding fulfillment alongside the not-so-big. His focus has been strategically building fully integrated campaigns that resonate across multiple mediums and result in increased consumer engagement and conversion. Client work includes Disney, Jockey, Jack Black, Which Wich, Walmart, The DMN, NBC 5, Albertsons, SportClips, and The American Heart Association.
Billy Hayes keeps the technology behind Point’s work running smoothly. As Director of IT, he oversees the agency’s networks, security and day-to-day technology support, maintaining the systems people rely on to collaborate and serve clients.
Billy joined Point more than 20 years ago after his work as an IT consultant for banking, healthcare and creative firms caught the agency’s attention. Starting as Director of Information Services, he built and expanded Point’s technology and security infrastructure as the business grew.
Today, Billy manages the technology side of new client onboarding and evaluates tools to support the agency’s next stage of growth. His long tenure gives him a practical understanding of how Point works and what its people need to keep the work moving.