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Proper By Design
The Proper Group
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About
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Contact Us
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Proper By Design
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  • Home
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  • Proper By Design
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  • Proper By Design

We're Not a Consultancy. We're a Movement.

We embed executive leaders inside businesses to create clarity, momentum, and sustainable growth—fast.

At The Proper Group, we are revolutionizing how businesses scale by combining world-class fractional leadership with a strategy-first, execution-driven approach. Our mission is simple: to empower organizations to achieve transformative growth while minimizing risk and maximizing value.


We embed seasoned executives—experts with proven track records in building, leading, and transforming businesses—into your organization. From aligning your vision with actionable strategies to delivering measurable outcomes, we provide the leadership you need to scale smarter, faster, and stronger.

Why We Built The Proper Group

We’ve worked inside companies navigating rapid change, and we saw a pattern:
The leadership team was stretched. The strategy was stuck. The need was urgent.
But the resources? Scarce.

Traditional consulting was too slow. Full-time hires were too expensive.
And no one had time for a six-month ramp-up.

So, we built something better—a new model of embedded leadership that acts fast, executes deeply, and builds systems that last.

We call it Leadership-as-a-Service.

Clarity Is Our Currency. Trust Is Our Trade.

Our best engagements start when a leader says:
“I don’t know exactly what I need, but I know I can’t do it alone.”

We meet that moment with empathy, experience, and action.

We don’t consult—we lead.
We embed inside teams. We align people, systems, and strategy.
We build capability. Then we hand off and step out.

We don’t create dependency. We create momentum.

A Network of Embedded Executives

The Proper Group isn’t a single partner—it’s a collective of seasoned leaders across disciplines who support one another and share strategic IP.

That means when you work with us, you’re tapping into:

  • A bench of embedded operators with deep vertical expertise
     
  • Playbooks and frameworks proven across industries
     
  • A high-trust community designed for speed and results
     

CMOs. COOs. CFOs. CIOs. CHROs. CSOs. And beyond.

Innovate with Us

If You're Ready to Move, So Are We.

Whether you’re launching something new, scaling fast, or stuck in complexity—we bring the leadership to move you forward.

Get in Touch

The Proper Group Management Team

Michael R. Betz

Lawrence J. Burns

Lawrence J. Burns

CEO, President, 

& Managing Partner

Lawrence J. Burns

Lawrence J. Burns

Lawrence J. Burns

Founder  & 

Chairman of Advisory Board

Ginny Levi

Lawrence J. Burns

Ginny Levi

Chief Operating Officer

Tuan Dang

Richard Cooke, Ph.D.

Ginny Levi

Chief Financial Officer

Richard Cooke, Ph.D.

Richard Cooke, Ph.D.

Richard Cooke, Ph.D.

Chief Product & Scientific Officer

Libby Coulton

Richard Cooke, Ph.D.

Richard Cooke, Ph.D.

Chief Brand Officer - B2C

Dave Peterson

Dave Peterson

Dave Peterson

Head Coach & Chief Content Officer

John Erickson

Dave Peterson

Dave Peterson

Chief Technology Officer 

Dondi Dix

Dave Peterson

Jeff Bevis

Chief Human Resources Officer

Jeff Bevis

Dominic Berardi

Jeff Bevis

Chief Revenue Officer

Dominic Berardi

Dominic Berardi

Dominic Berardi

 Chief Strategy Officer

The Proper Group Board of Advisors

Lawrence J. Burns

Lawrence J. Burns

Lawrence J. Burns

Board Chair, The Proper Group

Michael R. Betz

Lawrence J. Burns

Lawrence J. Burns

CEO, The Proper Group

Peter Bhatia

Lawrence J. Burns

Stevi Gable Carr

Veteran Editor & CEO | Professor, Penn State

Stevi Gable Carr

Stevi Gable Carr

Stevi Gable Carr

CEO, WISe Wellness Guild | Inc. Female Founders 500 Honoree

Paul Delaney

Stevi Gable Carr

Shannon McCullar

President, AMEND Consulting

Shannon McCullar

Stevi Gable Carr

Shannon McCullar

Executive Coach, Former Senior Executive Service (SES) Leader

Jon P. Miller

Jon P. Miller

Jon P. Miller

Senior Sales Executive, Oswald Companies

Carey Pack

Jon P. Miller

Jon P. Miller

FinTech CEO & Strategic Advisor

Steve Tosh

Jon P. Miller

Bradley J. Waugh

Former President, American Auto Shield (Acquired by CarShield)

Bradley J. Waugh

Bradley J. Waugh

Bradley J. Waugh

Global CEO, Transformation & Technology Leader

Beth Welter

Bradley J. Waugh

Beth Welter

Chief of Staff, The E.W. Scripps Company

Karla Hollenkamp

Executive Assistant to CEO

Meet the Proper Group Collective Team

Michael R. Betz

Lawrence J. Burns

Michael R. Betz

Fractional Chief Marketing | Communication | Strategy Officer 

More about Michael

Brent Beemer

Lawrence J. Burns

Michael R. Betz

Executive, Chief Government Relations & Public Affairs Officer

More about Brent

Lawrence J. Burns

Lawrence J. Burns

Richard Cooke, Ph.D.

Fractional Chief Marketing | Communication | Strategy | Develpoment Officer 

More about Lawrence

Richard Cooke, Ph.D.

Richard Cooke, Ph.D.

Richard Cooke, Ph.D.

Fractional Chief Scientific Officer 


More about Richard

Libby Coulton

Richard Cooke, Ph.D.

Libby Coulton

Executive, Fractional Chief Communication Officer

More about Libby

Eloiza Domingo

Richard Cooke, Ph.D.

Libby Coulton

Fractional Chief Culture, Strategy & Change Officer

More about Eloiza

Todd Krieger

Brian Parrish

Brian Parrish

Fractional Chief Operating & AI Strategy Officer (COO / CAiO)

More about Todd

Brian Parrish

Brian Parrish

Brian Parrish

Fractional Chief Marketing & Growth Officer (Healthcare)

More about Brian

Dave Peterson

Brian Parrish

Dave Peterson

Executive, Fractional Chief Executive/Strategy/Operations Officer

More about Dave

Pam Webb

Nicholas Igneri

Dave Peterson

Executive, Fractional Chief Human/People Officer

More about Pam

Nicholas Igneri

Nicholas Igneri

Nicholas Igneri

Executive and Fractional Chief 

Learning Officer

More about Nicholas

Paul Thompson

Nicholas Igneri

Nicholas Igneri

Executive and Fractional COO & Leadership Accelerator

More about Paul

Ginny Levi

Tiffani Conley Washington

Tiffani Conley Washington

Fractional Chief Executive | Operations Officer 


More about Ginny

Tiffani Conley Washington

Tiffani Conley Washington

Tiffani Conley Washington

Executive and Chief Strategy Officer, AI & Execution Systems 

More about Tiffani

Lauren B. Worley

Tiffani Conley Washington

Lauren B. Worley

Executive and Fractional Chief Communications Officer

More about Lauren

Dondi Dix

Kenyokee Crowell

Lauren B. Worley

Executive and Fractional Chief Transformation, Growth, and People Officer

More about Dondi

Mike Dunklee

Kenyokee Crowell

Kenyokee Crowell

Executive and Fractional Chief Marketing Officer (CMO)

More about Mike

Kenyokee Crowell

Kenyokee Crowell

Kenyokee Crowell

Executive and Fractional Chief Executive/Operating/Transformation Officer

More about Kenyokee

Stephanie Reese

Dr. Prasad Panzade

Terry Sutherland

Executive and Fractional Chief Operating Officer

More about Stephanie

Terry Sutherland

Dr. Prasad Panzade

Terry Sutherland

Executive and Fractional Chief Revenue & Operating Officer (CRO/COO)

More about Terry

Dr. Prasad Panzade

Dr. Prasad Panzade

Dr. Prasad Panzade

Executive and Fractional Chief Technology Officer (CTO)

More about Prasad

Kimberly Labow

Kimberly Labow

Dr. Prasad Panzade

Executive and Fractional Chief Executive & Growth Officer

More about Kimberly

Jennifer Kozel

Kimberly Labow

Jennifer Kozel

Executive and Fractional Chief Human Resources Officer (CHRO) & Executive Coach

More about Jennifer

Joanna Pool

Kimberly Labow

Jennifer Kozel

Executive and Fractional Chief Science & Strategy Officer

More about Joanna

Jeffrey Roby

Stevan D. Jones

Stevan D. Jones

Executive and Fractional Chief Marketing Officer

More about Jeffrey

Stevan D. Jones

Stevan D. Jones

Stevan D. Jones

Executive and Fractional Chief Scientific and Innovation Officer

More about Stevan

Peter Bhatia

Stevan D. Jones

Michael Quinn Doherty

Executive Partner and 

Leadership Advisor

More about Peter

Michael Quinn Doherty

Michael Quinn Doherty

Michael Quinn Doherty

Executive and Fractional Chief Product Development & Pharmaceutical R&D Officer

More about Michael

Jeff Parnell

Michael Quinn Doherty

Mushtaq Hussain

Executive and Fractional CEO & Transition Leader

More about Jeff

Mushtaq Hussain

Michael Quinn Doherty

Mushtaq Hussain

Executive and Fractional Chief Innovation – R&D Officer 

More about Mushtaq

John P. Ottaway

John P. Ottaway

John P. Ottaway

Executive Partner and Fractional Leadership Advisor

More about John

Jeff Bevis

John P. Ottaway

John P. Ottaway

Executive and Fractional Chief Operating Officer (COO)

More about Jeff

Carrie Miller

John P. Ottaway

David Bouchard

Executive and Fractional Chief Human Resources Officer

More about Carrie

David Bouchard

David Bouchard

David Bouchard

Executive and Fractional Chief Executive Officer

More about David

Ed Ukaonu

David Bouchard

Stacy Kimmel

Executive and Fractional 

Chief Revenue Officer

More about Ed

Stacy Kimmel

David Bouchard

Stacy Kimmel

Executive and Fractional R&D and Innovation Director

More about Stacy

James N. Chiavetta

James N. Chiavetta

James N. Chiavetta

Executive and Fractional Chief Restructuring Officer

More about James

Dan Brewer

James N. Chiavetta

James N. Chiavetta

Executive and Fractional Chief Information & Technology Officer

More about Dan

Richard E. Spencer

James N. Chiavetta

Richard E. Spencer

Executive and Fractional 

Chief Strategy Officer

More about Richard

Michael Hoard

Michael Brian Samuel

Richard E. Spencer

Executive and Fractional Chief Marketing Officer

More about Mike

Lisa Lauxman

Michael Brian Samuel

Michael Brian Samuel

Executive and Fractional Strategic Program & Leadership Advisor

More about Lisa

Michael Brian Samuel

Michael Brian Samuel

Michael Brian Samuel

Executive and Fractional Chief Strategy & Operations Officer (CSO/COO)

More about Michael

Matt Neff

Eliane Schaefer

Eliane Schaefer

Executive and Fractional 

Chief Sales Officer

More about Matt

Eliane Schaefer

Eliane Schaefer

Eliane Schaefer

Executive and Fractional Chief Quality Officer (CQO)

More about Eliane

Heather Staples

Eliane Schaefer

Heather Staples

Executive and Fractional Chief Human Resources Officer & Coach

More about Heather

Brett Jones

Julie S. Miers

Heather Staples

Executive and Fractional Chief Growth & Partnership Officer

More about Brett

Julie S. Miers

Julie S. Miers

Julie S. Miers

Executive and Fractional Chief Marketing & AI Officer

More about Julie

Danie Beukman

Julie S. Miers

Julie S. Miers

Executive and Fractional Chief Operating Officer

More about Danie

Brian Guza

Dr. Eric Liu

Dr. Eric Liu

Executive and Fractional Chief Operating & Technology Officer

More about Brian

Dr. Eric Liu

Dr. Eric Liu

Dr. Eric Liu

Executive and Fractional 

Chief Product Officer

More about Eric

Manish Sinha

Dr. Eric Liu

Manish Sinha

Executive and Fractional Chief Information Officer

More about Manish

Atyab Tahir

Christopher E. Briggs

Manish Sinha

Executive and Fractional Chief Strategy & Growth Officer

More about Atyab

Bill Sullivan

Christopher E. Briggs

Christopher E. Briggs

Executive Partner and Fractional 

Nonprofit CEO

More about Bill

Christopher E. Briggs

Christopher E. Briggs

Christopher E. Briggs

Executive and Fractional Chief Information & Transformation Officer

More about Christopher

Sebright Chen

Leslie Fitzsimmons

Leslie Fitzsimmons

Executive and Fractional Chief Strategy & Executive Officer

More about Sebright

Leslie Fitzsimmons

Leslie Fitzsimmons

Leslie Fitzsimmons

Executive and Fractional Chief Strategy, Growth & Enablement Officer

More about Leslie

Michael Moran

Leslie Fitzsimmons

Michael Moran

Executive and Fractional Chief Executive Officer

More about Michael

Dave Nolan

William (Bill) Edwards

Michael Moran

Executive and Fractional Chief Experience Officer

More about Dave

Alexander Ali

William (Bill) Edwards

William (Bill) Edwards

Executive and Fractional Chief Operating Officer

More about Alex

William (Bill) Edwards

William (Bill) Edwards

William (Bill) Edwards

Executive and Fractional Chief Global Development Officer

More about Bill

Esperanza Teasdale

Christina Robinson Race

Christina Robinson Race

Executive and Fractional Chief Marketing Officer

Christina Robinson Race

Christina Robinson Race

Christina Robinson Race

Executive and Fractional Chief Marketing Officer

A Vision of Purpose: The Founding of The Proper Group”

The Proper Group was founded by Larry Burns, a visionary with over two decades of experience in strategic consulting, brand transformation, and executive leadership. Larry recognized a gap in the consulting industry—many organizations needed access to C-suite expertise and specialized guidance but didn’t always require or have access to full-time executive teams. Driven to empower companies of all sizes, Larry established The Proper Group as a dynamic solution, blending fractional leadership with a collective of top-tier professionals across industries.


Larry’s goal was to build a team that didn’t just offer advice but became an extension of each client’s leadership, fully committed to helping them realize their vision. With The Proper Group, Larry brought together a network of passionate, highly skilled experts dedicated to elevating businesses and fostering meaningful change.


Connect With Us

Ready to Build What's Next?


If you’re ready for leadership that creates clarity, systems that unlock scale, and momentum that sticks—we’re ready to lead with you.


Let's move from possibility to progress. Together.

Interested?

👉 Partner With Us
👉 Bring Embedded Leadership to Your Team

Get in Touch
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