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.

CHRIS COOPER

Content Marketing Director

• Developed worldwide campaigns for Fortune 500 companies, agencies, startups, and non-profits, driving engagement across diverse markets and platforms.
• Directed content strategy as a leader in B2B, B2C, and Healthcare industries, improving click-through rates by up to 40% and driving conversion rates by 30%.
• 10+ years of expertise in branding, UX writing, and storytelling, crafting creative strategies that captivate audiences and elevate brand presence.

With over a decade of experience leading global campaigns in digital marketing and content creation, Chris Cooper is a seasoned storyteller known for driving behavior through powerful messaging that evokes emotion and galvanizes action. As the Content Marketing Director of Cogency Strategic, he leverages the principles of psychology to disrupt traditional pro-life communications, creating messages that break through the noise and resonate deeply. Through bold strategies that inspire change and challenge the status quo, Chris continues to deliver content that drives transformative victories in the fight for life.

LYNN IMLER

Business Development Executive

• 35 years of involvement in the pro-life movement
• BBA in Marketing with proven success in expanding reach and enhancing donor engagement
• Adoptive mother of 2 bringing personal conviction and professional passion to the fight for life

With over three decades of experience in the pro-life movement, Lynn Imler brings a unique blend of strategic insight and heartfelt conviction to her role as Business Development Executive at Cogency Strategic. Her background in marketing and deep understanding of donor development have made her a trusted voice for growing pro-life influence across the country. As an adoptive mother, Lynn’s personal story fuels her unwavering commitment to protect life. At Cogency, she partners with clients to strengthen their messaging, broaden their reach, and mobilize supporters—equipping organizations to make a measurable impact in the battle to save lives.

DAVID FERREL

Project Manager

• 7 years of experience managing projects across hospitality and marketing sectors
• Specialized in implementing tools that streamline workflows and boost team performance
• Bilingual project lead bringing a global perspective to the pro-life mission

David brings 7 years of diverse project management experience across hospitality and marketing domains to his role at Cogency Strategic. Originally from Bolivia, he pursued his education in California before finding a professional home that aligned with his values and commitment to life. As Project Manager, David oversees client communication across all channels, manages deadlines, coordinates with creative and strategic teams, and ensures messaging campaigns exceed client expectations. His focus on operational efficiency and mission-driven work supports our team’s ability to deliver life-saving messaging with clarity, impact, and precision—even when the pressure is on.