Dana Cogan On Leadership and Atlanta’s Tech Rise

March is Women’s History Month — a time to recognize women whose leadership and contributions have helped shape industries and communities over time. To mark the occasion, we sat down with Dana Cogan, our agency president and a longtime presence in Atlanta’s technology scene. 

Below, we talk with Dana about her journey, Atlanta’s evolution into a major innovation hub, and the perspective she’s gained while helping guide both clients and our agency through decades of growth and change.

Can you take us back to the beginning — how did you first find your way into the tech world?

Dana: I entered the tech scene early in my career while working at an Atlanta startup. During that time, I also volunteered with the Southeastern Software Association, which gave me exposure to the region’s growing innovation community. 

PR and marketing looked very different then, but the goal was the same — helping clients increase visibility and support growth. That early point in my career was also when I met Peter Baron, whom I’ve had the privilege of working with in various roles for the past 30 years. When he founded Carabiner in 2004, I was one of the first to come on board.

As president of Carabiner, how would you describe your role today?

DC: I oversee the agency’s day-to-day operations and stay closely involved in all aspects — from business development and marketing to sales strategy and team resource management. I’m fortunate to work with an incredibly talented and collaborative team. 

Carabiner has been around for more than two decades. What’s changed in that time?

DC: When the agency first launched, there were just a handful of us primarily managing strategy, content, and media relations for clients. The landscape was simpler then — fewer channels, less noise, and an easier path to reaching audiences. Today, the environment is much more crowded, and B2B buyers are more skeptical, which makes building credibility more important now than ever. 

To fully meet client needs, Carabiner has also evolved from being primarily a PR agency into a full-spectrum marketing firm, with expanded capabilities across digital marketing, video, websites, and more. We’ve also grown into a team of several dozen, and I’ve grown alongside it — shifting from handling the day-to-day work to helping shape our people, culture, and roadmap. 

Family is deeply important to you. How have you navigated building a demanding career while also prioritizing the personal side of life?

DC: When we launched in 2004, I had young children at home, so balancing business and family life wasn’t always easy, and there were certainly times when it felt like I was doing a lot at once. But one of the things that shaped Carabiner’s culture from its beginning was a commitment to flexibility and trust. We’ve always prioritized results and accountability over rigid office hours. This has allowed me to fully serve our clients while also being present for the everyday moments that are so important when you’re raising a family.

That business philosophy has stayed with us, and it continues to guide how we support our team today.

Atlanta and the Southeast have become major centers of innovation over the past few decades. What excites you most about where the region is headed?

DC: It’s been incredible to watch Atlanta — and other areas of the Southeast — grow into true innovation hubs. When I first started out, the tech community here was much smaller, and the ecosystem looked very different. Today, it’s a startup hotbed supported by established companies, investors, civic leaders, accelerators, and universities.

What’s especially encouraging is seeing how much more visible women’s leadership has become over time. Early in my career, women weren’t as present in the tech scene in the way they are today. Now, there are more of us leading companies, building products, shaping conversations, and creating opportunities for the next generation.

I’m proud of the role Carabiner has played alongside Atlanta’s growth, and I’m excited about what’s ahead — for our clients, our agency, and for our innovation community as it continues to evolve.