“Ever tried, ever fail. No matter. Try again. Fail again. Fail better.”

That quote from Samuel Beckett guides Deanna’s ethos in work and life. Daring greatly and pushing toward success only comes with a willingness to fail. Failing up, failing better, and learning along the way have made Deanna an executive who leads by example, empowering staff to take charge of their responsibilities and departments and strive for excellence. An executive worthy of their title should inspire their staff to rise and try again, embracing every lesson along the way.

In her career, Deanna has never shied from taking risks, although she does so with consideration for all factors involved. Managing risk without stymying progress is the fine line that all leaders must learn to walk and impart to their staff. Those calculated risks are a hallmark of her direct, decisive style, and they have led her to a career that has spanned the U.S., Europe, and the Middle East in hopes of effectuating progress in her field.

Deanna is CEO of New York Farm Bureau, where her tenure is marked by her dedication to the membership she serves. Before taking this position, she had a nearly 20-year career in communications. There, she learned the value of listening with empathy, allowing her to connect personally with the farmers and rural advocates she serves. She has made significant in-roads with marginalized and non-traditional farmers, such as BIPOC individuals, women, and urban agriculture professionals. She maintains a specific focus on sustainability and diversification, whether that’s in the administrative and fiscal management of the organization or on-farm policy designed to keep agriculture resilient and robust.

Deanna has worked internationally for several clients and news outlets. Her clients have ranged from government contracts to sports league management, and she is up for any challenge that might come her way. She has placed clients in numerous leading publications and media outlets, from The Wall Street Journal to ESPN to top TikTok accounts. Her work as a journalist has appeared on NBC, PBS, NPR, The New York Times, The Washington Post, and more. She credits her time as a journalist and editor for developing her signature narrative storytelling and data reporting skills. Tenacity and intrepidity are her hallmarks and appear in all her work.

Deanna serves on numerous boards and volunteers extensively. She is an ardent supporter of the New York State PTA and charities focused on food security, environmental protection, and historic preservation. Under the George W. Bush administration, she received the President’s Volunteer Service Award from the USA Freedom Corps. She holds an appointed office in her local municipality. She has received several awards and recognitions, including a New York State Council on the Arts grant.

Above all else, Deanna is a mother, daughter, and friend, and her relationships take priority in her life. She is an avid outdoorswoman (especially skiing, fly fishing, and pickleball) and finds enjoyment in all seasons. When she’s not working, she plays guitar, cooks, entertains her creative pursuits and renovates her 1800s farmhouse. She finds inspiration for her work in nature, travel, art, and the simple act of authentic conversation.