ToolGuyd is expanding its editorial operation with Lauren, the founder's younger cousin, taking on a wider role in media, marketing and management.
The site said Lauren's skills will help it work through a long list of deeper stories and explorations that the founder had not been able to make time for. Her background is also expected to help as AI-driven changes reshape programming and, more broadly, the media industry.
Lauren is not new to ToolGuyd's event coverage. She has assisted at three Milwaukee Pipeline events and at DeWalt's Black & Yellow event a few months earlier. At those events she handled much of the site's social media content, leaving the founder free to focus on questions, deeper dives and product testing.
The arrangement began when the founder looked for someone to help with Pipeline coverage. Lauren had attended a marketing conference for her own work where a DeWalt speaker presented, which prompted the idea. Milwaukee approved a plus-one ticket, and she attended her first Pipeline media event.
The founder said Lauren's role has grown beyond event support into strategy, management and execution, and that her contributions have had meaningful impact even though she works on the site only part-time, moonlighting alongside other work.
He also said he remains concerned about the state of the media industry, but that the site now has a focused direction, and he is looking forward to 2027. More detail on the deeper stories and explorations being planned will come later.