Alison Krogan

Alison is a certified Prosci® change management practitioner and founder of Lifeline Brand Management, where she steps in to guide companies through brand and communication challenges during mergers, acquisitions, spin-offs, and major transformations.

She works at the intersection of brand strategy and change leadership—helping organizations align messaging, engage stakeholders, and move through disruption with clarity and confidence. With STARTUP SMART, she partners with our clients to transform their brand vision into actionable strategy—delivering greater impact in less time.

Core Expertise

• Change Management Planning (Prosci® Certified)

• Executive & Stakeholder Communication

• Brand Strategy & Positioning

• Message Architecture & Narrative Development

Outside of Work

Alison enjoys creative writing, yoga, and exploring the outdoors with her family. She's also an avid reader and always has a nonfiction book or business memoir close at hand.