Detroit, Michigan, United States
I’m Mona Ketterl, Founder of CRAFT, and my work sits at the intersection of digital delivery, technology transformation, and change management. What makes my path a little different is that I don’t just come at these challenges from the technical side. I also bring the lens of marketing, communications, and stakeholder engagement, disciplines that might seem far removed from engineering or digital infrastructure, but in reality are deeply connected. In every project, I focus on aligning people, process, and technology to create outcomes that last. I’ve seen again and again that technology only delivers on its promise when people understand it, trust it, and adopt it. That’s why I spend as much time designing communication and engagement strategies as I do thinking through technical workflows. Over the years, I’ve worked across both the public and private sectors, helping agencies, companies, and communities navigate complex transitions. Sometimes that means guiding a state DOT as they move toward digital delivery. Other times it means leading marketing and brand strategy for a global workforce solutions company, building campaigns that connect AI, workforce innovation, and client partnerships into a single narrative. In both cases, my role is the same: create a holistic view of marketing and digital strategy that ties together technical experts, business leaders, and the people who will ultimately be impacted. I’m particularly interested in how AI and emerging technologies are reshaping both industries and communications. To me, AI isn’t just about automation or efficiency, it’s about how we design change with people in the loop, making sure adoption is human-centered and outcomes are measurable. At the core, my approach blends what might seem like “weird work”: technology, digital marketing, communications, and change management. But I’ve learned these aren’t separate lanes, they’re part of one system. When they come together, transformation isn’t just possible, it’s sustainable.
CRAFT is a consulting and digital strategy firm that helps organizations align people, process, and technology. From digital delivery and change management to marketing, communications, and AI strategy, we design people-centered solutions that turn transformation into measurable outcomes.