We make complex technology simple and newsworthy.

Waters Agency is the PR partner for AI, cloud, and cybersecurity founders who need more than buzz - they need credibility, category leadership, and pipeline.

Who we are

We’re not a traditional PR shop. We’re operators, founders, and communicators who know how to turn product truth into stories that shape markets.

Founded by Declan Waters, our agency is built on a simple principle: PR should be senior-led, fast, and accountable. That means no fluff, no wasted cycles, and every program tied to business outcomes.

Meet the team

Our edge

Two Pillars

PR + Pipeline → awareness and demand, in one motion.
Operator’s PR

Senior team in the work, not just on the call.
One Team, Two Markets

Seamless delivery across US & UK.
AI-Native Workflows

Faster insights, sharper targeting, measurable results.

Group of professionals collaborating at a meeting, looking at colorful sticky notes on a transparent board.

Our values

Signal over noise →
Translate deep tech into compelling stories.

Momentum over vanity →
Measure outcomes, not press clippings.

Partnership over politics →
Act like an extension of your team.

Our Leadership

We’re a distributed, senior-led team across London, Austin, and San Francisco. Our people have launched startups, scaled unicorns, and advised global enterprises.

Declan Waters

Founder & CEO
25+ years building brands in AI, cloud, enterprise IT and cybersecurity. Declan has advised Founders, CEOs and CMOs from stealth startups to $1B exits and leads strategy across the agency.
Tracey-Ann Mee

COO
Agency operations specialist with three decades in PR delivery, agency management, process design and journalism. Tracey ensures Waters runs fast, lean, and always on deadline.
Hollie Kenney

Chief Financial Officer
With a background in agency finance and startup operations, Hollie keeps Waters running smart and steady, aligning financial strategy with our mission to grow boldly, but sustainably.

Our Team

Rachel Wilmot

Finance Officer
ACCA-qualified finance leader. Rachel oversees Waters Agency’s financial operations across all regions, helping drive sustainable growth and operational efficiency across the business.
Charlene Carroll

Head of Content & Thought Leadership
Ex-journalist and editor with deep experience in enterprise tech and AI. Turns technical stories into category-defining narratives.
Sylvie Picard

Senior Account Executive
An honors graduate of the University of Central Florida in Communications and International Studies, she blends creativity with commercial insight.
Joe Austin

Senior PR Consultant
Joe is a seasoned PR strategist specializing in enterprise IT, cybersecurity, and AI. He has led programs for global technology brands including FireEye and Proofpoint, bringing deep media expertise across data protection, networking, and AI markets.
Lisa Williams

Senior PR Consultant
Lisa brings over 25 years of public relations and marketing communications experience, including more than a decade in high-growth technology PR. She specializes in corporate positioning, M&A communications, executive thought leadership, and media relations, helping brands earn major analyst and press visibility through clear, strategic storytelling.
Denise Nelson

Senior PR Consultant
Denise supports B2B technology companies with strategic communications that connect across customers, analysts, media, and investors. She specializes in messaging and positioning, executive communications, and stakeholder engagement, translating complex technology into clear, compelling narratives that drive influence and trust.
Allyson Wyles

Senior PR Consultant
Allyson brings 25 years of PR expertise across agency, in-house, and consulting roles for both B2B and B2C organizations. A veteran storyteller, she specializes in helping companies cut through market noise by turning complex technical ideas into compelling narratives that build trust, earn media attention, and drive measurable business growth.
Kevin Boyle

Senior PR Consultant
Kevin is a PR strategist with over a decade of experience navigating emerging tech, fintech, and Web3. He previously led crypto and blockchain accounts at SCRIB3 and drove executive positioning for AI and SaaS brands at The Hoffman Agency and Offleash PR. Kevin specializes in translating complex technical narratives into credible stories for mainstream business audiences.
Gabrielle Reitano

Senior PR Consultant
Gabrielle is a B2B and technology specialist with a decade of experience helping founders build credibility through earned media. Formerly an Account Director at Notably and Supervisor at MWW, she has led high-impact programs for brands including Abnormal Security and Trend Micro. Her expertise in media relations earned her a spot on the Qwoted Top 100.
Victoria Curtis

Senior PR Consultant
Victoria brings over 20 years of experience in B2B technology PR, working across the cybersecurity, technology and telecoms sectors. She specializes in media relations and strategic communications, helping brands build visibility and credibility. She has a strong track record of securing national, business and broadcast coverage, and has built trusted relationships with key journalists across the security and technology media.
Chris Lovejoy

Senior Lead, Social & Digital Media
Chris is a digital marketing and social media strategist with over 21 years of experience driving engagement and growth. A Waters Agency partner since 2020, he specializes in social and digital initiatives, advising high-growth brands on content strategy, email marketing, and lifecycle engagement to build sustainable digital ecosystems.
Mpho Moemi

PR Consultant
Grounded in corporate communications and B2B PR, Mpho provides PR support through research, reporting, content and media coordination that strengthen client programs.