Leadership Team

Not our team, but your team.

Your Team

John Seroka
Principal

"If you do not take control of your brand, somebody else will."

John Seroka is a Principal at Seroka. He began his career in the mortgage industry after graduating from college, working as a mortgage loan originator in the Los Angeles and Orange County markets. He joined the family business in 1996 and has taken the lead in growing the agency in the key vertical it was built on…the mortgage industry.

John has been published numerous times in top industry publications including Mortgage Insights, Mortgage Banking, National Mortgage News, California Mortgage Finance News and others on various topics including brand and communications strategies, new technologies, social media, big data, Millennial outreach, inbound marketing, the new buyer path, mobile marketing and industry outlooks. He’s also been featured on Lykken on Lending and has spoken at many industry events sponsored by the Mortgage Bankers Association, the California MBA and National Reverse Mortgage Lenders Association.

John is also the Chairman of the California MBA’s Mortgage Technology and Marketing Committee, providing leadership in disseminating the latest marketing technology trends and topics to the industry. Topics covered include social media, digital and mobile applications, predictive technologies, big data, marketing automation, CRM and much more through webinars and specialized forum calls.

John plays a key role in driving agency growth. He leads the strategic direction and marketing initiatives that take the agency to the next level. John graduated from Marquette University with a BA in Business and Broadcast and Electronic Communications. His interests include nutrition, fitness and outdoor activities. When John’s not working, he spends time engaged in family activities, weight training, riding his bike or participating in other outdoor activities while enjoying Florida’s beautiful weather.

Pat Seroka

Pat Seroka
CEO

"Strong brands will thrive with little advertising and weak brands will fail with extensive advertising."

Pat Seroka founded Seroka & Associates in 1987, the natural culmination to years spent studying why people select one brand over another and the motivations behind their brand selections. Pat’s agency’s good reputation built rapidly, gaining national recognition in the mortgage arena through joint venture activities Pat created with the Mortgage Bankers Association (MBA).

In the 1990s, Pat added a full-service Public Relations Division and in the early 2000’s an Interactive Communications Division to the agency. He also created the Homebuyers Information Institute, a resource for lenders to provide consumers with mortgage lending information, and operated it for eight years. In addition, he wrote, produced and directed a 30-minute television program entitled, “The Key to the Right Mortgage,” which was endorsed by the MBA and ran on PBS in the Midwest.

Pat has been named Entrepreneur of the Year by Ernst & Young and Merrill Lynch. He regularly speaks at various national and state mortgage and banking meetings and marketing seminars, and his articles have appeared in Mortgage Banking, The Wall Street Journal, National Mortgage News, and many other mortgage trade publications. He’s a member of the Mortgage Bankers Association of America and the Independent Business Association of Wisconsin. Pat and his wife Linda reside in Brookfield, Wisconsin. He is also a member of the Porsche Club, holds a Competition Racing License for weekend fun, and enjoys boating and traveling.

 

Amy Hansen
Vice President Public Relations and Strategic Planning

"A well thought-out strategy yields much greater results than rolling out a series of tactics."

Amy views herself as an extension of each client’s marketing team. She has worked in public relations and advertising for 19 years, and has successfully managed accounts on a national, regional and local basis across a variety of industries. Her focus over the past 15 years has been primarily in the mortgage, fintech and manufacturing industries. Amy has worked hard to develop strong, mutually respectful relationships with key mortgage media outlets and influencers, including MBA Insights, National Mortgage News, Rob Chrisman, HousingWire, National Mortgage Professional, MPA, Progress in Lending, M Report, DS News and more. In addition, she has worked with clients to secure coverage in national outlets including the Wall Street Journal, New York Times, Chicago Tribune, Los Angeles Times, Oprah Magazine, Real Simple, Good Housekeeping, Redbook, Fox Business and many more.

Amy has extensive experience in virtually every area of public relations and marketing – from providing strategic counsel to clients, and conducting media interviews; to writing and placing press releases, feature articles, blogs and social media posts; to developing content for clients’ CRM systems to handling project management for marketing materials, brochures, social media, email blasts, white papers, case studies, interactive campaigns, e-newsletters, webinars, ads and more. She is a member of the Public Relations Society of Wisconsin and earned her B.A. in Communications at the University of Wisconsin – Whitewater.

Most of Amy’s free time is spent with her husband on the sideline of a basketball or football game or track meet cheering on their son or driving him to and from practice. She also enjoys walking their Boston Terrier, Braxton, entertaining, traveling, and spending time with family and friends.

Scott Seroka
Principal & Chief Brand Strategist

"A brand can be the difference between a sale and no sale."

Scott is a Principal and Chief Brand Strategist at Seroka. He joined the agency in 1998 as a production and traffic manager after leaving a senior management position with Landmark Credit Union.

Scott is primarily responsible for the agency’s brand development and culture division. Some of his notable accomplishments include building brands and cultural infrastructures for numerous companies in the manufacturing and mortgage industries, ranging from global Fortune 500 organizations to smaller, privately held firms. Scott sits on the Board of Directors at the Independent Business Association of Wisconsin as well as the Waukesha County Business Alliance. He earned his certificate in Leader Effectiveness Training through Gordon Training International.

Scott has been a featured speaker at a wide range of corporate events, trade shows and for several chambers of commerce, and has been featured in Entrepreneur Magazine, Mortgage Professional, National Mortgage Press, Corporate Report Wisconsin, BizTimes and numerous other publications. Scott has also been a guest lecturer for The Milwaukee School of Engineering’s Entrepreneurial Graduate Studies program. He earned his B.A. degree at Cardinal Stritch University, and currently resides in Oconomowoc, Wisconsin with his wife and daughter. In Scott’s former life, he performed at The Second City improvisational theater in Chicago and was a stand-up comic in the Chicago and Milwaukee areas.

Mary-Iris Taylor
Senior Copywriter

"Giving an authentic voice to a brand through well-crafted content is critical to cultivating believability and brand loyalty."

Mary-Iris began her career in the financial services industry, working as a Registered Representative and later in the marketing department for a large, national mutual funds provider. Eager to put her passion for writing to work, she then moved to the agency side where she held creative and account services roles for firms located in Chicago, Pittsburgh and Buffalo, NY. Her financial services background served her well as she worked on client accounts in the banking, mutual fund, investment and retirement services sectors.

While raising her family, Mary-Iris grew her freelance business, providing consulting and copywriting services for a variety of clients including Citizens Bank, Mellon Bank, Betsy Ann Chocolates, The Cleveland Clinic, Ascensus Retirement Services, StanCorp Financial Group and the CFA Society. She returned to work outside of the home as a senior copywriter for a credit union where she wrote copy for print and electronic media that promoted a wide range of financial products including checking and savings accounts, student and mortgage loans, home equity loans and lines of credit.

Mary-Iris joined Seroka in 2015 to lead the agency’s content development and copywriting services in the mortgage and fintech sectors. She holds a BA in Journalism, with a concentration in Advertising, from Marquette University. In her spare time, Mary-Iris enjoys traveling with her family and friends, trying new recipes, wine tasting, practicing yoga and doting on her rescue dog Jack.

Lori Highby
Director of Digital and Social Media Strategy

Lori started out at a web agency in the early 2000s, where she self-taught SEO, PPC, and email marketing tactics while implementing traditional methodologies for strategy. Today she has the privilege of working with many strong B2B and B2C brands in mortgage, fintech and other industries in building and executing successful digital marketing strategies focused on generating a positive ROI.

Her core personal value of lifelong learning allows Lori to stay on top of technological advances and understand how they can be applied to an effective marketing strategy. In addition, she is passionate about sharing the many creative and strategic digital marketing lessons she’s learned with people and organizations through speaking engagements and as an adjunct professor at UW-Milwaukee.
As a strong believer in networking (both digitally and traditionally), Lori has served on numerous boards including the Better Business Bureau of Wisconsin.

When she’s not working or teaching, you can often find Lori at an ice rink playing hockey with her husband or walking her two dachshunds through the park.