As the architect behind TMS’ ground-breaking brand campaign Grow Happiness, Barbara Yolles flipped the mortgage finance category on its head.

Yolles’ leadership and uncanny ability to galvanize organizations and inspire key stakeholders challenged the category and those who think lending is only about rates and FICO scores. Instead, Yolles believes it is about the lives and aspirations of more than a million Americans trying to make their dreams come true.

Yolles has 25 years of experience ranging from the quick-service giant McDonald’s, where she created The Dollar Menu, to CMO of McCann and Campbell Ewald advertising agency, and CMO of United Shore, where she quickly established herself as a top influencer in the mortgage finance industry.

Yolles has been recognized as MPA’s Women of Influence, Crain’s “Women to Watch, AdWeek’s “First Mover”, Detroit Tech Top 100, Esteemed Women of Michigan and is a recipient of the Vista Maria’s “Woman of Achievement” award.

She recently led a masterclass on marketing at the Society of Digital Agencies Academy conference, consisting of high-level executives from the top 100 digital agencies globally. Additionally, she is a mentor for Techstars, an event where tech startups compete for seed money and investment capital.