Key facts
- Lauren Henss has been promoted to chief marketing and strategy officer at FirstTeam.
- The promotion is effective immediately.
- Henss joined FirstTeam in 2024 as vice president of marketing and strategic initiatives.
- She has been instrumental in repositioning the company's brand and developing its technology stack.
- FirstTeam is expanding its AI initiatives through a partnership with Purlin.
FirstTeam has promoted Lauren Henss to the newly created role of chief marketing and strategy officer, effective immediately. Henss joined the brokerage in 2024 as vice president of marketing and strategic initiatives and has since been credited with transforming marketing into a growth driver and leading the brand's repositioning. Her efforts have focused on evolving FirstTeam's "Behind the Agent" philosophy into a broader brand platform that highlights agent expertise and supports career development. Henss also played a key role in developing an integrated, agent-centric technology stack and is involved in the brokerage's expanded AI initiatives, including a partnership with Purlin to create an AI-powered ecosystem. Earlier this year, she collaborated on a strategic brand marketing partnership between FirstTeam and Brown Harris Stevens, aimed at expanding reach and opportunities for agents and consumers.