ToolGuyd is expanding the role of Lauren, who is the owner’s younger cousin, after she contributed to event coverage, social media and editorial planning. In a site update, ToolGuyd said it will draw on Lauren’s media, marketing and management experience to develop deeper stories and explorations that the owner has not had time to pursue.
Lauren has helped with ToolGuyd’s coverage at three Milwaukee Pipeline events and at DeWalt’s Black & Yellow event a few months ago. Her first Pipeline assignment followed a marketing conference she attended for her own work, where a DeWalt speaker appeared. Milwaukee approved an additional ticket, and she attended her first Pipeline media event. At these events, she handled much of ToolGuyd’s social media content, freeing the owner to ask questions, conduct deeper dives and test products.
ToolGuyd said her work has extended beyond event support into strategy, management and execution. Although she is moonlighting, the site described her contributions as already meaningful, both tangible and intangible. She is also helping turn long-standing ideas into concrete plans.
The update links the change to pressure on media organizations from AI. ToolGuyd’s owner said he remains concerned about the industry’s direction but that the site now has a focused plan. Lauren’s marketing background lets her view the shifting landscape from several angles, according to the post.
Readers can expect to see more of Lauren on the site and more of her work on social media. ToolGuyd said her expertise will be part of its future coverage and that it plans to discuss some of the deeper stories later. The owner added that he is looking forward to 2027 and that having complementary skills on the team feels easier, while noting that Lauren is family and asking readers to be especially welcoming.