Meet Trina Roffino

As Trina Roffino settles into her first 60 days, she’s been busy doing what any good leader does first: listening, learning, asking questions, and getting to know the people behind the work.

Now, it’s our turn to ask a few questions. What brought her to Cohera? What has caught her attention so far? What does she think is next? And, perhaps most importantly, who is Trina when she’s not being CEO?

Let’s get to know the woman behind the title.

So, why Cohera?

Let’s start with the big question: What drew you to Cohera, and what did you see in the company, its people, and its potential that made you want to be part of this next chapter?

What drew me in was the opportunity. Cohera has incredible people, deep relationships and unmatched expertise in the destinations where we operate. I saw the chance to build on all of that and bring even more creativity and strategic thinking to the work we do for clients. That combination felt really powerful to me.

What are you listening for?

You’re coming into your first 60 days as CEO with a focus on listening and learning. What are you most curious to understand about Cohera, and what have you seen so far that makes you think, “Cohera is doing this really well, and we need to keep it”?

I’m really trying to understand what makes Cohera special from the inside out. What our people are proud of, what gets in their way, why our best clients choose us and what they need more of from us. I want to understand those things before deciding what needs to change.

The talent and passion of our people really stand out. There is so much knowledge across this company, from deep destination expertise to people who are exceptional at solving problems and making things happen for clients. That foundation is incredibly strong, and my job is to help us connect it, unleash more of it and make it easier for our people to do their best work.

Where can Cohera go next?

As you’ve listened and learned, where are you seeing the biggest opportunities for Cohera to grow, evolve, or raise the bar?

I think our biggest opportunity is to bring the full power of Cohera to every client. We have incredible destination expertise, creative talent and relationships across the company. When we connect those things more consistently and operate as one team, I think we can raise the bar significantly.

Change, but make it thoughtful.

You’ve talked about not coming in and bulldozing change. What does thoughtful change look like to you, and how will you balance honoring what’s already working with challenging us to think bigger?

Thoughtful change starts with understanding what problem we’re actually trying to solve. I don’t believe in changing things simply to put my stamp on them. We should protect what makes Cohera great, be willing to challenge what is getting in our way and move with purpose when we know something can be better.

What does creativity bring to the table?

You come to Cohera with a background rooted in creativity and agency thinking. How do you think that perspective will shape the way you lead Cohera, and what are you hearing from clients about what they want from their partners?

I think it gives me a slightly different lens. I’ve spent my career thinking about brands, consumers and how culture can create real connections and solve business challenges. When you combine that thinking with Cohera’s deep local expertise and ability to execute incredibly complex experiences, I think we have something very differentiated.

Clients want great execution, but increasingly they also want partners who bring ideas, solve problems and understand their broader business. They want fewer silos and more collaboration across their partners… think less transactions and more integrated thinking. I believe Cohera has an opportunity to deliver the best of both worlds: unmatched local expertise with world-class creative thinking.

What’s next for you and Trevor?

With Trevor transitioning into his new role as Head of Corporate Development, how do you see the two of you continuing to work together, and what does that continuity mean for our clients, partners, and team?

Trevor knows this company, our industry and our people incredibly well, and I’m grateful that knowledge isn’t going anywhere. His focus on corporate development allows him to help shape our next phase of growth while I focus on leading and strengthening the business we have today.

How do we keep people at the center?

Cohera has grown significantly, but the personal relationships and human touch have always been a big part of who we are. How will you make sure “people first” remains more than just something we say?

Well, first, I don’t really know any other way than being people first. It means staying close to our people, communicating openly, recognizing great work and making decisions with an understanding of how they affect the people doing the work. Growth should create more opportunity for our people, not make us feel less human.

Our local expertise. Our commitment to showing up for clients and each other. And the pride our people take in creating experiences that people remember. Those things are foundational to Cohera, and growth should make them stronger, not dilute them.

Who’s Trina when she’s off the clock?

Let’s get to know you a little better. Outside of the CEO title, who is Trina? What keeps you grounded when you’re not working, and what’s something about you that people at Cohera might be surprised to learn?

I’m a mom first and definitely a cowgirl at heart. Horses and being outside keep me grounded, and Project Unbroken, the nonprofit I founded, is an incredibly important part of my life. Something people may be surprised to learn? I have a really hard time sitting still: I love to run, yoga, riding, snow-skiing, hiking, stand up paddle boarding. When I do actually sit still, I love puzzles!

What could Cohera become?

When you think about the next chapter of Cohera, what excites you most? What do you think we have the opportunity to become, and what’s the one thing you’d want our clients and partners to know about where we’re headed?

What excites me most is that I don’t think we have fully tapped into what Cohera can become yet. We have an opportunity to define a new kind of partner in this industry, one that combines the power of place and local expertise with boundary-pushing creativity and consistent delivery. I want clients to think of Cohera not just as the people who can make an incredible experience happen, but as the people they want at the table when they’re imagining it.

What would you ask of your team?

Finally, what would you ask of the Cohera team as you begin this next chapter together?

Be open. Be curious. Speak up. Bring ideas. And don’t wait for someone with a certain title to make Cohera better. We all own what comes next.

And there you have it: a little more on Trina and a whole lot to look forward to.

We’re heading into this next chapter curious about how far we can push what’s possible. Bring in Trina’s fresh perspective, add a team that knows how to make things happen, and you’ve got a pretty exciting mix. Simply said, we’re not here to play it safe.

Expect the unexpected. There’s plenty to be excited about ahead, which is exactly how we like it.

Welcome to Cohera, Trina. We’re so happy you’re here.

Saddle up. We’ve got places to go.