Western Mass EDC Welcomes Justin Roberts as Chief Marketing Officer

FOR IMMEDIATE RELEASE

New marketing leadership advances Aaron Vega’s strategy to expand member value, strengthen regional connections and support business and talent attraction and retention.

SPRINGFIELD, Mass., August 3, 2026 – The Western Mass Economic Development Council (WMEDC) announces that Justin Roberts has joined the organization as chief marketing officer, adding dedicated senior leadership to strengthen member and partner engagement and promote Western Massachusetts as a place to build a business, career and life.

Roberts will serve in a fractional leadership capacity, working alongside EDC President and CEO Aaron Vega and the EDC team.

The addition advances Vega’s strategy to strengthen the EDC’s role as a regional convener and increase the value it provides to members and partners. Conversations with business, civic and economic development leaders reinforced an opportunity to more consistently connect and communicate the meaningful work already happening throughout the region.

“Western Massachusetts has businesses, institutions, communities and leaders creating opportunities across our region every day,” Vega said. “Justin brings the strategic experience, regional relationships and collaborative approach to help us connect that work, demonstrate its collective impact and turn our strengths into greater opportunities. Justin adds the capacity we need to advance that vision and deliver more value to our members, partners and region.”

Roberts will help build a durable marketing and communications system that collects regional news, creates opportunities for collaboration and consistently communicates progress. His initial priorities will include strengthening the EDC’s positioning and regional storytelling, increasing member and stakeholder engagement, and developing the infrastructure needed to sustain measurable progress.

Members and partners will have more opportunities to share accomplishments, contribute news and participate in coordinated regional storytelling. The work will support and increase the visibility of efforts led by chambers of commerce, municipalities, economic development organizations, employers, colleges and universities, nonprofits and other partners.

“This is not a rebrand or a short-term marketing campaign,” Roberts said. “It is about building a connected, repeatable system that turns the work already happening across Western Massachusetts into greater awareness, engagement and opportunity. When the EDC, its members and regional partners regularly exchange information, we can more clearly communicate the region’s progress and show businesses and people why Western Massachusetts is a place to come, grow and stay.”

Roberts brings more than 15 years of experience in marketing, growth, communications and community leadership across financial services, municipal government, economic development, professional sports, arts and culture, and the nonprofit sector. He leads Inspired Growth Strategies, providing organizations with senior marketing and growth leadership. Roberts previously served as vice president of marketing for Country Bank and as head of financial institution marketing strategy for Digital Onboarding. He is the founder of Suit Up Springfield, a graduate of American International College and a BusinessWest 40 Under Forty honoree.

About the Western Massachusetts Economic Development Council

The Western Massachusetts Economic Development Council works to stimulate and facilitate a vigorous regional economy by encouraging capital investment and quality job growth. The EDC connects businesses with the resources, information and relationships they need to enter, expand and thrive in Western Massachusetts.

Learn more at WesternMassEDC.com.

Media Contact

Aaron Vega
President and CEO
Western Massachusetts Economic Development Council
a.vega@westernmassedc.com
413-755-1300