About Us

NELLY ROACH

Founder and CEO of Choose Life

• 20+ years of business and marketing expertise driving success for pro-life organizations
• Founder and CEO of Choose Life Marketing, helping pregnancy centers reach more women
• Personal journey of choosing life fuels her dedication to saving lives through impactful campaign strategies

With more than 20 years of experience in business, Nelly Roach’s passion for the pro-life mission stems from a deeply personal experience. At 18, facing an unexpected pregnancy, she found herself in an abortion clinic, preparing to make a difficult decision. But in that moment, Nelly realized there had to be a better choice. Courageously, she walked out, choosing life for her son. This defining moment sparked her fervent dedication to helping pregnancy centers reach women in similar situations.

As CEO of Choose Life, Nelly has combined her personal story with her marketing expertise to create strategies that not only save lives but also transform futures—one mother and one baby at a time. Now, with her leadership extending into Cogency Strategic, she continues to drive pro-life campaigns forward, harnessing her lifelong journey and bold strategic vision to create lasting impact that changes hearts, minds, and futures.

SCOTT BAKER

Vice President of Public Affairs

• Managed multiple successful congressional campaigns and served as a senior advisor to key political figures
• Directed political strategy for the Republican Party at the state level, driving impactful results
• 20+ years of expertise in navigating government relations and media strategy

With over 25 years of experience in government and media relations, Scott Baker is a seasoned political strategist known for managing winning congressional campaigns and advising influential Members of Congress. As a former Republican Party political director, he has played a pivotal role in shaping successful strategies at both state and national levels. As Cogency’s Chief Strategist, Scott Baker is dedicated to leveraging his years of experience and passion to deliver winning campaigns for life.

KAREN GARNETT

Vice President of National Expansion

• Led the Catholic Pro-Life Committee of North Texas, growing it into the largest diocesan-based pro-life organization globally
• Developed “Let’s Talk Lexicon,” a nationally implemented tool for effective pro-life messaging
• 35+ years of pro-life advocacy with leadership roles spanning national organizations and strategic initiatives

Karen Garnett has been a leading voice in the pro-life movement for over 35 years. As the founding Executive Director of the Catholic Pro-Life Committee of North Texas, she built the organization from the ground up into the world’s largest diocesan-based pro-life entity. Her extensive career includes serving as Chief Culture Officer at Heroic Media and leading national pro-life efforts such as the National Prayer Luncheon for Life. Karen’s contributions to pro-life messaging, including her creation of the widely adopted “Let’s Talk Lexicon,” have made her a key figure for the cause. Now, as Vice President of National Expansion at Cogency Strategic, Karen is focused on growing the organization’s reach, building partnerships, and helping pro-life advocacy groups win messaging campaigns that protect life in post-Roe America.

MARCIE LITTLE

Creative Director

• 11+ years of expertise in pro-life messaging and marketing, driving successful campaigns
• 10+ years of leadership directing creative teams to deliver high-impact pro-life strategies
• 5+ years of experience leading local and state pro-life political initiatives with measurable results

Marcie Little has spent over a decade dedicated to helping pro-life organizations succeed in both political and educational non-profit arenas. Her extensive experience in crafting powerful, resonant messaging for targeted demographics has consistently driven successful campaigns that inspire action. Marcie’s leadership has shaped creative teams to deliver strategies with lasting impact, ensuring that each campaign moves the pro-life mission forward. As Creative Director at Cogency Strategic, she continues to guide organizations toward pro-life victories through innovative and compelling communication and content.

ANNE CARMICHAEL

Senior Fundraising Strategist

• Raised over $15 million for 8 pro-life ballot-related campaigns through strategic fundraising
• 8+ years of experience managing candidate and ballot-related campaigns
• Led Political Action Committees (PACs) for more than 4 years, driving results for pro-life efforts

With over 30 years of experience in the pro-life movement, Anne Carmichael has been instrumental in helping organizations secure the funding needed to protect life. She began her journey as the Executive Director of Missouri Right to Life, realizing early on that financial resources were key to saving lives. Her leadership in major gift fundraising has fueled campaigns across the country, raising over $15 million for pro-life ballot initiatives. Since joining the Choose Life team in 2019, Anne has elevated 13 clients from raising $2.3 million to an impressive $15.3 million. Now, as Senior Fundraising Strategist at Cogency, Anne continues to empower pro-life organizations by guiding them to greater financial success and lasting impact.