Former CMO Troy Dye Joins West Cary Group

West Cary Group Hires Former CMO Troy Dye in Dual Leadership Roles 

West Cary Group is thrilled to announce that we’ve appointed Troy Dye as our first Chief Strategy Officer and Chief of Staff! He will enhance our firm’s marketing strategy capabilities and accelerate the unification of our creative, analysis, and technology functions.  

“We are extremely fortunate to have attracted Troy to our agency,” said Moses Foster, President and CEO of West Cary Group. “We’re creating something truly unique – a new kind of agency that operates as a delivery engine … a place where services aren’t siloed, and clients can take advantage of our full suite of offerings – from idea through execution. Hiring Troy is another step in that progression.”  

Dye most recently served as Chief Marketing Officer, Head of Growth and Customer Experience at Metromile. Prior to that, he served as Managing Vice President, Head of Consumer Card Marketing, Engagement, and Insights at Capital One. He brings over 25 years of experience across a variety of marketing, P&L, analytics, and operations roles in both B2C and B2B.  

“I was a client of West Cary Group at two different companies, so I already knew this was a special place,” said Dye. “Moses and the WCG team are redefining the role of capabilities of a modern marketing agency to the delight of their clients. I couldn’t pass up the opportunity to be part of the journey.” 

Dye’s appointment comes at a time when we’ve grown 132% in just the past two years. The firm recently celebrated its 15th anniversary and has been honored as a Top Workplace in the Richmond Region for two consecutive years. Clients include Capital One, Atlantic Union Bank, Richmond International Airport, New York Life, CoStar, Fannie Mae, and Dominion Energy. 

“As technology becomes a larger and larger piece of the marketing value chain, we’re augmenting our capabilities to ensure we not only reach a consumer with world-class marketing but also reinforce the message and remove friction within a brand or product conversion funnel,” continued Dye. “Ultimately, marketing is still about pinpointing why people do what they do. West Cary Group is unique in that we can execute on those insights throughout the customer journey, driving stronger ROI for our clients.”

One of the things that I love about Troy is that he is an excellent bridge between people who know what they want to accomplish and people who know exactly how to do it. At the end of every day, he needs to see that he closed the divide and made a difference. That quality is a tremendous asset to our agency and our clients.

Moses Foster, WCG President and CEO

Dive Deeper

Get a glimpse into how we work. Check out just a few of our marketing campaigns that have cut through the clutter.  

Richmond Top Workplaces Program Recognizes WCG for Second Year

West Cary Group Honored with Top 20 Spot in Richmond Top Workplaces Program


We’re thrilled to share that West Cary Group (WCG) was recognized as a Richmond Top Workplace winner for 2022! The announcement came during a special ceremony hosted by the Richmond Times-Dispatch and employee engagement technology partner Energage on May 26, 2022. This is the second consecutive Top Workplaces award for our agency. Last year, we placed number 23 in the small business category. 

“To earn recognition as one of the best places to work in Greater Richmond is an honor. To improve upon our standing is even more gratifying,” said Moses Foster, WCG President and CEO. “We fuel winning creative for our clients through constant optimization and refinement, so it’s great when we can apply those same principles to our organization. This shows that we’re staying true to our values of diversity, inclusion, and belonging, and we’re cultivating a space where all our team members know their contributions matter – even during a period of explosive growth.” 

WCG has 94 employees, more than half of whom have been hired in the past year. Last month, our agency held a 15th anniversary event to celebrate our progress and evolution. 

Recognition for Top Workplaces is based solely on employee feedback gathered by a third-party survey administered by Energage. The anonymous survey uniquely measures 15 culture drivers that are critical to the success of any organization. This year, WCG was one of only 87 area companies to be honored.  

“Our team members span the country – from Ohio to New Jersey to our home state of Virginia,” said WCG Human Resources Business Partner Krystal Baldwin. “Before our anniversary celebration last month when we transported everyone who could travel to Richmond, many of us had never met each other in person. So, I think it’s amazing that we’re able to build this strong bond and nurture a culture of belonging across the miles.” 

This year, we were awarded the number 15 spot.

When you feel your best, you’re able to produce your best. Together, we’re looking forward to furthering our story, delivering innovative strategies, and driving ROI for our clients.

Dan Baker, WCG Chief Analytics Officer

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Love our company culture? Searching for a new, more fulfilling career? We’re always looking for new team members to take our strategies to the next level. Check out WCG’s Careers page and submit your resume today.

WCG Celebrates 15 Years of Growth, Talent, and Innovation

West Cary Group Honors People, Clients, and Community with 15th Anniversary Celebration

The West Cary Group (WCG) offices in Richmond’s Monroe Ward neighborhood echoed with laughter and conversation as employees from around the country gathered to celebrate our 15th anniversary. It was a joyful reunion for our team and a day well spent sharing fellowship, food, and favorite memories from over the years.  

“For someone who’s been through all 15 years, there’s just so much to be proud of – from how we’ve grown, to the different personalities and people that we’ve had, to the work itself and the talent that we’ve assembled,” said Moses Foster, WCG President and CEO. “I’ve found five-year marks are great points to sit back and reflect. Our 10th anniversary seems like it was yesterday, but when you look at the difference in this agency from that point, you realize just how much we are moving forward.”  

Moses kicked off the festivities by reflecting on the company’s journey since 2007, from a team of two to one of the largest minority-owned advertising and marketing agencies in the Richmond area. He reminisced about early missteps that taught important lessons and successful partnerships with foundational clients, including Capital One, Dominion Energy, and the Henrico Economic Development Authority 

One by one, that list of clients steadily grew to include local, regional, and national brands like Altria, Atlantic Union Bank, PayPal, Target Optical, and Fannie Mae. It grew because West Cary Group’s approach continued to evolve with the shifting marketing landscape. Today, we merge data, tech, and creative to solve the right problems for clients. And, as clients have increasingly sought solutions to digital challenges, we’ve expanded our engineering capabilities accordingly.  

WCG has also deepened our commitment to our community. Public-sector work has become an important part of our business as we’ve worked with partners like the City of Richmond, PlanRVA, and Alexandria Renew Enterprises to most effectively engage the community on initiatives that impact our region. 

Today, WCG has established a reputation that marries award-winning creative with world-class analytics and innovative technology. Moses attributed that success to one factor.  

“People, quite simply. We have great talent. We’ve got people that really buy into the mission of what we do. We hire individuals that fit our culture in a way that is powerful as well,” he said. “And I think we have a value system that people appreciate. In good times and bad, we treat people with respect, and that’s paramount.”   

The celebration continued with a WCG anniversary tradition – inducting a new class into the West Cary Group Hall of Fame. This year’s honorees included former VP and Head of Innovation Camille Blanchard, board member Caribou Honig, and Cruller Technologies’ Alan Bittman.  

As WCG’s third employee, Blanchard played a formative role in helping grow and mentor our account team, while Honig has been an integral member of the WCG Board since 2007. Bittman, who passed away earlier this year, was remembered not only for helping WCG set up and maintain a reliable technical network but also for the steadiness, selflessness, and kindness he shared as a beloved presence around the office. 

From start to finish, the 15th anniversary was a celebration of our people – employees new and old, past and present. And it was a time made even more special by celebrating our local community and sharing unforgettable meals at a handful of Richmond’s finest restaurants, including Alewife, Edo’s Squid, Lillie Pearl, Brenner Pass, and Shagbark 

We’re thankful for the people who made the last 15 years possible and look forward to the next 15 years with a continued commitment to being good to each other, our clients, and our community. As Moses said, “15 years in, we’re just getting started.”

We have people that always bring their A-game, and while we’re creating wonderful experiences for our clients, we remember to be good to each other. It’s such a joy every day to work with such a smart, talented team.

Debra Fitzgerald, WCG Managing Vice President and Executive Creative Director

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Check us out on Facebook or Instagram to catch photos from our 15th anniversary celebration 

WCG Helps Increase Fannie Mae Video Viewership by Nearly 900%

West Cary Group Boosts Viewership of Fannie Mae Video Nearly 900% Using In-House Marketing Talent

If you thought the real estate market was hot before …

When long-time client Fannie Mae approached WCG about providing video production services for several of its marketing campaigns, we jumped at the opportunity to use the full breadth of our services – to excellent results. With increases in average views ranging from 110% to 888%, each of the five videos we delivered earned significantly more visual attention than other Fannie Mae videos published in a 12-month period.

From initial storyboard, to graphic design, to video delivery, WCG executed every component of these videos in house. To date, we’ve helped create more than 40 videos for Fannie Mae, and we’re looking forward to crafting even more compelling video campaigns on their behalf in the coming year.

“This was a chance for WCG to really flex our creative muscle. But even more fulfilling than the impact we made in viewership is the impact we’re making in the housing industry. Our marketing support means more people might be put into more homes, and that’s a very rewarding thing to be a part of.”

Chelsea Sterling, WCG Senior Account Manager

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Want to know more about our process for delivering ROI? It starts with brand immersion and ends with real results. Discover more about the West Cary Group approach.

PlanRVA COVID-19 Fundraising Site Honored by United Way for Raising $6.4M Honored by United Way for Raising Millions for Virginia Businesses Impacted by COVID-19

We’re thrilled to share that, a local COVID-19 emergency relief fund launched by PlanRVA alongside its partners Emergency Management Alliance of Central Virginia and Community Foundation for a Greater Richmond, has raised $6.4 million to assist Central Virginia businesses affected by the pandemic. West Cary Group designed and coded the site and implemented the technology needed to get the fund live and ready to accept donations in just 48 hours. The site launched on April 3, 2020.

Due to its far-reaching community impact, the fund was recently recognized by United Way of Greater Richmond & Petersburg with a 2021 Steps to Success Award. The honor is given to an outstanding partner, group or organization that demonstrates commitment to improving the Central Virginia region, empowering individuals and driving change.

“I’m proud to say that even a year from launch, we’re still working with the Fund Advisory Committee and awarding grants,” says Martha Heeter, PlanRVA Executive Director. “It’s been pretty amazing to see the deep generosity of our community and how much impact we’ve been able to help generate.”

Though supporters have the option of contributing via in-kind donations or volunteerism, much of the money raised has been in the form of grants. Organizations that have benefited include project: HOMES, Urban Baby Beginnings, Petersburg Schools, and many more.

“This means a lot to us,” says Rachal Krance, West Cary Group Senior Account Director. “It’s been a trying year and a half for everyone, but to know that our team played a role in helping our community succeed through the challenges of COVID-19 makes our jobs even more meaningful.”

 “Navigating through COVID-19 has been a challenge, but what this time apart made us realize is how much stronger we are together. At WCG, we’re committed to using our voices in whatever ways we can to effect the most positive change throughout the Richmond community.”

Tashi Scott, WCG Graphic Designer

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On Valentine’s Day 2021, WCG deepened its commitment to the community by launching RVALoves as a love song Richmond. Discover more about how we’re working to spread a genuine message of love, hope and inclusivity.

2021 Top Workplaces Program Honors WCG

West Cary Group Honored as Top Workplace in Richmond Region

Yesterday, West Cary Group was recognized as one of the best places to work in the Richmond region. The announcement came during a special 2021 Top Workplaces program virtual ceremony hosted by the Richmond Times-Dispatch. This honor comes on the heels of agency President and CEO Moses Foster’s induction into the Greater Richmond Business Hall of Fame last week.

“Since our founding in 2007, our firm has fiercely held to the belief that bringing together a collection of talented people with different backgrounds, perspectives and experiences would deliver better outcomes,” said Moses Foster, West Cary Group President and CEO. “Fourteen years later, we still believe in creating an inclusive space where every team member feels valued so we can deliver the best contributions – both to our clients and our community. This recognition validates how we’ve built our company.”

The Richmond Times-Dispatch collaborated with Pennsylvania-based employee research firm Energage to recognize and celebrate the winners of the publication’s eighth annual Top Workplaces program. This year, they received anonymous survey responses from about 16,000 employees providing sentiment ratings on various aspects of workplace life, spanning from management, leadership, benefits and pay to community involvement and promoting diversity. Employers that scored the highest locally – and exceeded national benchmarks – made the list.

This was West Cary Group’s first entry in the small business category and its first win.

“This is a particularly exciting honor for us, especially given the challenges of the past year. In spite of working remotely, we found new ways to connect. Together, we even launched social justice initiatives to help support the Richmond community. And we’re thrilled to say that we’ve now grown our team to the largest size ever in our company’s history.”

Monica Dodd, WCG Senior Director of Human Resources

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Interested in becoming a member of the WCG Team? Visit our careers page to see what positions are currently available.

Moses Foster, WCG CEO, Selected to Join Business Hall of Fame

West Cary Group President and CEO Moses Foster to Be Inducted into Greater Richmond Business Hall of Fame

Moses Foster, West Cary Group President and CEO, has been chosen as a Laureate for the Greater Richmond Business Hall of Fame. The program is sponsored by Junior Achievement of Central Virginia and was established in 1988. Foster will join a group of more than 100 respected business leaders when he is inducted on May 20, 2021.

“It’s an honor to stand among an esteemed list of laureates who have all worked to contribute to the vibrancy of our region, “says Foster. “When we opened West Cary Group in 2007, it was with the belief that bringing together a collection of talented folks with different backgrounds, perspectives, and experiences, and cultivating a fierce competition of ideas, would produce better outcomes. We feel like our experiment was a success. We’ve built a very special culture for our team, delivered a ton of value to our clients and found ways to help make our community even stronger.”

To be selected as a Greater Richmond Business Hall of Fame Laureate, an individual’s record of business achievement must demonstrate business excellence, courageous thinking and action, vision and innovation, inspirational leadership, and community-mindedness.

This year’s honorees also include David and Christy Cottrell, co-chairs of national market research firm RetailData, and Walter Stosch, former state senate majority leader and retired consultant with specialized CPA firm Stosch, Dacey & George, P.C.

“One of Junior Achievement’s core values that I think all the Laureates share is a passion for what we do,” adds Foster. “Fourteen years in, and West Cary Group is just as driven as on day one. One thing we’re really excited about is how we’ve bulked up our analytics, design and software engineering capabilities to help provide our clients with even more powerful solutions.”

Moses Foster, WCG President and CEO

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Looking for a communications agency that can build category-defining experiences, products and services for your business? Discover more about our game-changing engineering capability – and how it can elevate your brand.

WCG Launches RVA Loves as a Love Song to Richmond

West Cary Group Pens a Love Song for the People of RVA

Today, we’re excited to launch RVA Loves, a love song written by and for the people of Richmond, Virginia. The goal of this community project is to spread a genuine message of love, hope and inclusivity within the Richmond region while elevating local businesses and organizations and raising awareness of social issues.

This is the first initiative born out of West Cary Group’s Richmond Tapestry Project, a hopeful catalyst for change that aims to create awareness and a sense of pride in Richmond and our surrounding communities. Through our unique creativity, we know we can inspire a sense of pride in RVA and let the world know why it’s such an amazing place to be. And it starts today.

Want to know more about this initiative, including ways you can help spread the love? Follow RVA Loves on Instagram and join the Facebook community.

“The coolest part of the RVA Loves initiative is that it’s a duet. We’re inspiring local businesses, entrepreneurs, artists and incredible people to join us so that we can amplify our collective voices. We want to sing about community pride, social justice and unity in RVA so loudly that the nation can hear us.”

Andre Johnson, West Cary Group Art Director

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Share your love for RVA by tagging us on Instagram (@rvaloves_)!

WCG Helps Launch Essential COVID-19 Fundraising Site in 48 Hours

WCG Supports Partner PlanRVA, Helps Launch COVID-19 Fundraising Site in Two Days

Friday, April 3 renewed our belief that great things can happen when organizations come together for a good cause. On that day, PlanRVA, alongside its partners Emergency Management Alliance of Central Virginia and Community Foundation for a greater Richmond, launched – a one-stop source for those looking to provide meaningful support to organizations fighting COVID-19.

We all recognized the mounting need within our community and wanted to deliver a tool that could help. WCG was charged with crafting the site strategy and designing, coding and implementing the technology needed to get the fund live and ready to accept donations.

Visitors to the site can find information on where to donate money, give time, or make in-kind donations of personal protective equipment. This includes face shields and masks, as well as other critical items like shelf-stable foods and cleaning supplies.

“With conditions changing so rapidly and the number of organizations affected so vast, it was clear that we needed a site up quickly and we needed it to be user-friendly,” said Martha Heeter, executive director of PlanRVA, the regional planning organization at the heart of executing the program. “West Cary Group worked around the clock designing and coding the site. In hours, the agency helped us establish a web presence that would usually take days or weeks.”

Site visitors can also access the latest news and advice on staying healthy and safe from the CDC and others. Proceeds from the fund will be given, in the form of grants, to local and regional organizations providing response and relief to the Greater Richmond area and communities in Central Virginia.

West Cary Group encourages all individuals and corporations looking to make a difference to visit When we unite to help others, we can accomplish even more.

“In times like these, it’s more important than ever that we come together to focus on what’s really important. This is all so much bigger than advertising. It’s about helping the organizations on the front lines of the COVID-19 response. It’s about making our region whole again.”

Rachal Krance, Senior Account Director at West Cary Group

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Wastewater may not sound compelling, but we’re getting the City of Alexandria to talk – and care – about it A LOT. Here’s how.