Two Things Hired New Head of Partnerships
The New York studio expanded its leadership team to accelerate business development efforts.
Updated on Sept. 30, 2026 in People
Two Things, a business transformation studio based in New York, has hired Katie Birkel as its new head of partnerships. She is tasked with leading the firm's business development, marketing, and communications strategy.
Why it matters
The appointment follows a pattern of growth at the firm, which has prioritized a series of senior hires over the last 18 months. By centralizing partnership systems, the agency aims to scale its intake process for new clients.
The firm has executed a series of senior appointments over the last 18 months, building on a foundation established when the studio was founded in 2018. The impact of this growth on the firm's total capacity remains unquantified.
The players
Two Things
A New York-based business transformation studio that provides strategic consulting and operational design services to global brands.
Katie Birkel
The newly appointed head of partnerships charged with standardizing the firm's client acquisition and business development systems.
Nilesh Ashra
A co-founder of the studio who helped establish the firm's market presence in 2018.
Paulo Ribeiro
A co-founder of the studio responsible for the firm's strategic direction and leadership development.
Ryan Kee
The lead of the firm's retail practice who joined the executive team in June 2026.
The details
Birkel will oversee cross-functional initiatives, integrating business development with marketing, content, and communications efforts. Her role involves designing the specific systems required to identify and onboard new clients, building on a portfolio that includes work for brands like Unity, The North Face, and Timberland.
Timeline
Two Things was founded in 2018.
Ryan Kee joined the firm to lead the retail practice in June 2026.
The appointment of Katie Birkel was announced on September 30, 2026.
Market Landscape
This move reflects a broader trend among boutique transformation studios, which often transition from organic, founder-led growth to a formalized partnership model as they reach maturity. The studio is scaling its leadership structure to sustain the momentum seen over the past 18 months.
Operators looking to scale professional services firms should watch how Two Things integrates Birkel’s partnership systems into its existing business development workflow. Reviewing whether your own client acquisition process is repeatable or founder-dependent is a key exercise in firm growth.
The takeaway
Centralizing partnership functions allows service firms to move beyond personal network-based acquisition toward a repeatable business model. Assess whether your business has clearly documented systems for identifying and converting clients before making your next senior hire.
Further reading
For more on shifts in agency leadership and talent, visit People.
Source note: This article includes information reported by MediaPost.
