Moran Launches Moxie Strategies

ASBURY PARK, NJ – April 22, 2024  Moxie Strategies, a national boutique public affairs firm, launches today with esteemed public affairs executive Maggie Moran at the helm, and a dynamic lineup of industry leaders.

Maggie Moran, Jeannine Frisby LaRue, Pearl Gabel, Hira Shaikh, and Joe Libutti – veteran practitioners from diverse backgrounds – have joined forces to bring a fresh perspective to the traditional agency model with unique depth to create bold impact.

Moxie’s dynamic leadership of women, minorities, LGBTQIA, and other professionals will tackle pressing challenges and forge new paths for their clients, and communities. The firm is set to shatter the mold of conventional agency structures to ensure that clients benefit from the most senior-level collaborations, cutting edge data and AI integrations, breakthrough creative and an always-on, outcome-driven focus.

“Navigating the ever-evolving arena of Public Affairs demands a mix of insight, expertise, resolve, and moxie,” said Maggie Moran. “Our mission is clear: to merge our deep expertise and commitment to outcomes with sophisticated strategy to effect real, transformative change. With this incredible team and impressive capabilities, we are set to redefine what an agency can be.”

Moxie Strategies offers a full spectrum of services, including advertising, strategy, and public affairs.  Key products, like the Moxie 360° Diagnostic℠ tool, will serve as the cornerstone of Moxie’s approach, offering a comprehensive analysis of issues, brands, and causes through a blend of quantitative and qualitative research.

About the Team

Maggie Moran, the founder and CEO of Moxie Strategies, is a seasoned expert in strategy development, corporate communications, public affairs campaigns, labor relations, and external affairs. Previously, Maggie founded two award-winning public affairs firms and held senior roles for major campaigns nationally and within New York and New Jersey.

Jeannine Frisby LaRue, a legend of New Jersey policy and advocacy, will serve as Moxie’s Executive Vice President of Strategy and Business Development. Her professional journey through government, political, policy, and education roles includes her current role as Senior Vice President at The Zita Group, as well as Vice President of Public Affairs at Rutgers University, Deputy Chief of Staff for Governor Jon Corzine, Senior Vice President at Saint Barnabas Health Care System, and chief lobbyist for the New Jersey Education Association.

“When I look back over my expansive career, I realize that the journey was made for this moment at Moxie,” said Jeannine. “To use those skills I’ve developed in government, politics, and the corporate sector over decades to create strategies for all the unique clients who will come our way is the opportunity of a lifetime.”

Pearl Gabel, Moxie’s Emmy award-winning Executive Vice President of Creative and Content, joins the firm from her consulting agency. Her previous roles as Director of Brand Strategy at the public affairs firm Kivvit, Digital Director for the New Jersey Governor’s Office, Director of Video for the New York City Mayor’s Office, and as a multimedia journalist, earned her numerous industry awards and accolades.

“Joining Moxie is like joining a band of superheroes,” said Pearl. “Every one of us has been battle-tested across politics, government, business, healthcare, journalism, and advocacy. Together, we can channel our forces and become like the Avengers of agencies.”

Hira Shaikh will serve as Moxie’s Senior Vice President of Client Management. She joins Moxie with a blend of experiences in campaign management and stakeholder engagement, having served as a senior member of Governor Phil Murphy’s stakeholder outreach team, Chief of Staff to Assemblywoman Sadaf Jaffer, and Principal of Public Affairs at Kivvit. Hira’s work has resulted in numerous campaign wins and industry awards.

“I’ve had the privilege of being mentored by so many diverse, driven women throughout my career – and it’s such a gratifying culmination to join Moxie,” said Hira. “I’m thrilled to apply everything I’ve learned about political and public affairs strategy to serve diverse communities and causes and to continue to learn from my powerhouse colleagues along the way.”

Joe Libutti will serve as head of the firm’s Research & Analytics division and an integral voice underpinning strategy design and execution. Before Moxie, Libutti helped lead Avoq’s (formerly Kivvit’s) award-winning Insights research team supporting Fortune 500 organizations with some of the industry’s most innovative approaches to intelligence and quantitative public affairs research. Before public affairs consulting, Libutti led efficient and impactful teams in government, politics, and campaigns.

“With this incredible team, Moxie is poised to become the nation’s preeminent quant-first public affairs firm, building movements and delivering high-impact advocacy by embedding research and analytics into every phase of our engagements, said Joe. “Our ethos is one of relentless innovation, ensuring our clients are leaders in their field with the most sophisticated strategies at their fingertips. It’s about delivering results and, in this day and age, high-impact public affairs require Moxie’s quant-first approach. Today’s launch of Moxie Strategies will drive a sea change in public affairs and I’m excited to be part of the team driving that change.”

Moxie Strategies will be additionally supported by Tara Franco, Executive Vice President of Finance and Human Resources, and Amy Hackett, Operations Director in addition to a series of strategic partnerships.

About Moxie

Moxie Strategies is a boutique national public affairs and strategy firm – integrating data, geopolitical expertise, digital innovation, breakthrough creative, and best-in-class strategy with unique depth to creative bold impact. We are proudly led by women, minorities, LGBTQIA, and other professionals at the top of their fields. By defying conventional agency structures, the firm ensures that clients benefit from the most senior-level collaborations and seamless experience from start to finish. Learn more at

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