Adam Woullard is a seasoned public relations leader with more than two decades of experience across consumer, sports, and corporate communications. Over the course of his career, he has built a reputation for driving culturally relevant earned media, leading high-performing teams, and elevating the role of PR as a measurable business driver.
In his current role as Executive Connections Director, Head of US Consumer PR at VML, Woullard leads the agency’s consumer public relations capability across the United States. He operates at the intersection of creative, strategy, and communications, partnering with integrated teams to develop breakthrough ideas designed to earn attention at scale. His approach is grounded not only in creativity, but in accountability. Woullard is a strong advocate for modern PR measurement, ensuring that every campaign is tied to clear outcomes such as share of voice, message pull-through, cultural relevance, and business impact. Under his leadership, PR is positioned as a strategic growth driver, planned and evaluated with the same rigor as paid and owned media.
Woullard has been a vocal leader in evolving how the industry defines success. He champions measurement frameworks that move beyond impressions to assess the quality and effectiveness of coverage. This includes evaluating whether stories deliver against key messaging, how they shape perception, and how they contribute to broader brand and business objectives. By embedding measurement into both planning and reporting, his teams are able to optimize in real time and clearly demonstrate the value of earned media to clients and stakeholders.
Prior to joining VML, Woullard served as Director of Communications at the United States Anti-Doping Agency, where he led communications strategy during a period of heightened public scrutiny and complex regulatory challenges. He managed high-stakes messaging around fairness, athlete advocacy, and scientific integrity, while overseeing crisis communications on a national stage.
Before USADA, Woullard spent eight years at FleishmanHillard as a Senior Vice President, developing integrated, award-winning campaigns for global brands including Gatorade. A notable highlight includes reimagining the brand’s annual Beat the Heat campaign, transforming it into a more culturally resonant and media-driven platform that delivered stronger engagement and measurable impact.
Earlier in his career, Woullard spent seven years with the Green Bay Packers as Assistant Director of Public Relations. In that role, he led national media relations, coordinated broadcast coverage, and supported crisis communications. In 2008, he helped guide the communications strategy that positively positioned Aaron Rodgers as the team’s starting quarterback during a pivotal transition.
Beyond his professional work, Woullard is known as a mentor and advocate for diversity, equity, and inclusion. He has used his platform to bring attention to issues such as the online harassment of female sports journalists and is widely regarded as a trusted leader, creative thinker, and builder of strong teams.
Woullard was named to PRWeek’s 40 Under 40 in 2018. Today, he continues to push the industry forward by championing a model of PR that is creative, strategic, and measurable, reinforcing that the true value of earned media lies not just in visibility, but in its ability to drive meaningful and accountable results.
