ToolGuyd has added Lauren to its team in a broader role, with the site planning to draw on her media, marketing and management skills to work through a long list of deeper stories and explorations it has not had time for.
Lauren is not new to the site's coverage. She has helped at three Milwaukee Pipeline media events and at DeWalt's Black & Yellow event a few months ago, handling much of ToolGuyd's social media content so the site's author could concentrate on questions, deep dives and product testing. The connection began when, shortly before she was first hired, Lauren attended a marketing conference for her own work where a DeWalt speaker presented; when a second ticket was needed for Pipeline coverage, Milwaukee approved the plus-one and she attended her first Pipeline media event.
Her contribution has since expanded from event support into strategy, management and execution. Although she is only moonlighting, the update says her contributions have already had a meaningful impact, and she is helping turn long-standing ideas into concrete plans.
The timing is tied to AI. The site says AI progress is prompting changes across the media industry, and that Lauren's marketing background lets her view the shifting landscape from several angles. The author adds that he remains in what he calls full panic mode over the industry's direction, but that the site now has a focused direction and the drive to follow it.
Readers can expect to see more of her on the site and considerably more on social media, with her expertise woven into future work. The update also notes that Lauren is family — the author's younger cousin. Further details on the deeper stories now being planned were not disclosed; despite the pressure AI is putting on media, the author says there is much to look forward to in 2027.