Justin Mauldin is a seasoned marketing and communications professional with nearly 20 years of experience spanning Fortune 500 companies, high-growth startups, and innovative agencies. Over the course of his career, he has developed expertise in media relations, thought leadership, marketing strategy, event planning, product marketing, app store optimization, developer relations, and crisis communications.
Justin began his career at global organizations like Apple, where he managed marketing programs on college campuses, overseeing hundreds of direct reports and handling responsibilities such as hiring, recruitment, onboarding, and sales. This early experience laid the foundation for his leadership and strategic planning skills.
He later transitioned into startups, serving as Director of Marketing for Papaya Mobile, a mobile social gaming company and ad network targeting developers. At Papaya, Justin led efforts in social media marketing, event management, product marketing, user acquisition, partnerships, and app store optimization. Working with a global team headquartered in China while based in San Francisco, he gained invaluable experience in navigating cross-cultural dynamics and global campaigns.
Justin went on to become Director of Marketing at NativeX, a leading mobile ad network. There, he managed event planning, digital marketing, public relations, social media marketing, and developer relations while leading a team of direct reports. This role further solidified his ability to lead diverse teams in fast-paced environments.
He then joined the agency world at Mission North (formerly Bateman Group) as Senior Director, overseeing 10-12 accounts at a time in the marketing and ad tech division. Justin worked with industry leaders such as AdRoll, InVision, Percolate, and Campaign Monitor, building deep expertise in advertising technology, SaaS, and mobile marketing. Managing 25 direct reports, he excelled at scaling teams and delivering exceptional results for clients.
In addition to his corporate and agency roles, Justin has contributed as a freelance writer to TechCrunch, demonstrating his ability to craft compelling narratives that resonate with both industry professionals and broader audiences.
Today, Justin is the Founder and CEO of Salient PR, a boutique public relations agency he established in 2016. Salient PR has been recognized as a finalist for the best tech PR agency in the world, and Justin has been named one of the best PR professionals in tech by Business Insider multiple times. At Salient, Justin works with fast-growing, venture-backed startups across industries like fintech, crypto, web3, sustainability, ad tech, and developer tools.
As the primary point of contact for all client engagements, Justin specializes in media relations, thought leadership, speaking opportunities, awards programs, podcast placements, and strategic communications. His fully remote agency model leverages a curated network of freelancers, empowering talented professionals to work on their own terms while delivering exceptional results for clients.
Justin’s approach to PR is rooted in efficiency, creativity, and authenticity. Whether crafting announcements, managing crisis communications, or coaching clients on media engagement, he brings a hands-on, results-driven philosophy to every project. Over the years, he has worked with some of the most cutting-edge companies, helping them secure placements in The New York Times, Forbes, Fortune, Fast Company, and other top-tier outlets.
Salient PR stands out not only for its innovative approach but also for the dynamic and exciting companies it represents. Justin is passionate about collaborating with forward-thinking clients and helping them achieve their goals.
Through his career, Justin has developed domain expertise across advertising, SaaS, mobile marketing, and public relations. He continues to push the boundaries of what’s possible in PR, leveraging tools like AI to optimize workflows and deliver unparalleled value to his clients.
Company: Salient PR
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company
Justin Mauldin: Thank you for having me! It’s a pleasure to be here. My name is Justin Mauldin, and I’m the founder and CEO of Salient PR, a boutique public relations agency specializing in helping innovative, high-growth startups tell their stories and build meaningful relationships with their audiences.
I’ve been in marketing and communications for nearly 20 years, working across Fortune 500 companies, fast-paced startups, and leading agencies. My experience includes media relations, thought leadership, event management, and digital marketing. I’ve also had the honor of being recognized by Business Insider as one of the best PR professionals in tech.
Salient PR stands out because of our unique approach to client partnerships. We’re not a massive agency with cookie-cutter strategies. Instead, we focus on providing tailored, high-touch services to a select group of clients. Our team operates fully remotely, leveraging a network of talented freelancers who bring specialized skills to every project.
We work with cutting-edge companies across industries like fintech, crypto, sustainability, and ad tech—many of them venture-backed by top-tier investors. It’s incredibly rewarding to help these businesses grow and secure their place as leaders in their fields. At Salient PR, we don’t just amplify stories; we craft narratives that truly resonate and deliver results.
How does your company integrate purpose and impact into its overall business strategy?
Justin Mauldin: Purpose and impact are woven into everything we do. Our mission is not just to secure media coverage or manage public relations campaigns—it’s to help our clients create meaningful connections with their audiences and drive positive change in their industries. We believe that great stories have the power to inspire action, and we’re passionate about amplifying the voices of companies that are shaping a better future.
Our approach starts with being selective about the clients we work with. We partner with organizations that align with our values—those driving innovation in areas like sustainability, fintech, and cutting-edge technology. By focusing on purpose-driven companies, we ensure that the work we do contributes to broader societal and industry impact.
Additionally, our business strategy prioritizes flexibility and empowerment. We operate as a fully remote agency with a curated network of freelancers, allowing talented professionals to work on their own terms. This model not only supports a healthier work-life balance but also ensures our team is engaged, inspired, and at their best when working on projects. When our team thrives, so does the impact of our work.
Purpose is also reflected in the stories we tell. Whether it’s helping a client announce a breakthrough sustainability initiative or guiding a startup founder to share their vision for industry transformation, we ensure every piece of communication highlights their mission and values. This focus helps our clients build trust and lasting relationships with their stakeholders.
Can you share an example of how your business has successfully balanced profitability with social responsibility or sustainability?
Justin Mauldin: We balance profitability with social responsibility by structuring our client portfolio strategically. We take on larger, more established clients with higher monthly retainers because they have the financial capacity to support comprehensive PR efforts. While their work may not always be inherently focused on sustainability or social impact, their business allows us to create financial flexibility to support smaller organizations whose missions align with our values.
For example, we’ve worked with nonprofits and smaller companies that have sustainability at the core of their mission. These clients often have limited budgets, and on their own, taking them on might not be a profitable decision. However, by leveraging the stability and resources from our larger clients, we’re able to provide these purpose-driven organizations with the same high-quality PR services. This approach not only supports their critical work but also allows us to contribute to causes we care deeply about.
One specific example is when we supported a startup in the sustainability space that was focused on reducing agricultural water consumption. Their budget was modest, but their mission aligned closely with our values. This model allows us to maintain profitability while staying true to our mission of supporting organizations that make a positive impact. It’s a win-win that benefits both our business and the causes we believe in.
What role does philanthropy or community involvement play in your company’s mission, and why is it important to you as a leader?
Justin Mauldin: We believe in using our platform to contribute to a better world. We’re not just focused on profitability or growth; we’re deeply invested in the idea of legacy. We only get one chance at this life, and the impact we leave behind matters. Philanthropy, for us, is not always about writing checks; it’s about using our unique skills to support organizations and initiatives that align with our values. As a leader, it’s important to me that Salient PR is seen not just as a successful business but as a force for good. It’s about creating a ripple effect—helping purpose-driven companies thrive so they can, in turn, improve the world. This approach aligns with my personal values and inspires our team to think beyond the bottom line and toward the lasting impact we can make together.
How do you ensure that purpose-driven initiatives resonate with both your employees and your customers?
Justin Mauldin: For our employees, we make purpose an integral part of our culture. We actively involve our team in selecting projects and clients that align with their values, ensuring they feel personally invested in the work they do. For example, we host quarterly brainstorming sessions where employees can pitch nonprofit organizations or mission-driven startups they believe deserve our support. This collaborative approach not only empowers our team but also strengthens their commitment to our shared mission.
On the customer side, we prioritize transparency and storytelling. We work closely with clients to articulate their purpose and ensure it shines through in their communications, whether it’s a product launch, a thought leadership piece, or a media campaign. By tying their business goals to broader social or environmental impacts, we help customers see how purpose amplifies their brand story and connects them with their audiences on a deeper level.
One specific example is our work with a fintech startup committed to improving financial literacy among underserved communities. By showcasing their impact through media placements, awards, and speaking engagements, we not only elevated their profile but also reinforced the importance of their mission to their employees, investors, and customers.
What advice would you give to other leaders looking to embed purpose and impact into their organizations?
Justin Mauldin: My advice to leaders looking to embed purpose and impact into their organizations is to start with authenticity. Purpose can’t be treated as a marketing strategy or afterthought—it has to come from a genuine place, rooted in your values and the goals you want your organization to achieve. Employees, customers, and partners will see through anything less. Here are a few steps to get started:
Define Your Why – Understand what your company stands for beyond profits. Ask yourself: What problem are we solving? How does our work improve lives, industries, or the planet? This clarity will act as a guiding principle for decisions across the organization.
Lead by Example – Purpose starts at the top. As a leader, you need to demonstrate your commitment through actions, not just words. Support initiatives that align with your values, prioritize ethical business practices, and be transparent about your efforts—even when they’re still a work in progress.
Involve Your Team – Purpose is most impactful when everyone in the organization feels connected to it. Engage your employees in the conversation and give them opportunities to contribute ideas. When people feel personally invested in the mission, they’ll bring more passion and creativity to their work.
Embed Purpose into Everyday Operations – Purpose shouldn’t be limited to occasional charitable initiatives. It should influence your hiring practices, partnerships, client relationships, and product decisions. Purpose-driven organizations weave impact into their daily operations to make it a core part of their identity.
Communicate with Intention – Share your purpose-driven initiatives clearly and consistently with your team, customers, and stakeholders. Highlight the impact of your work, celebrate successes, and be honest about challenges. This transparency builds trust and reinforces your commitment to making a difference.
Finally, don’t be afraid to start small. Embedding purpose is a journey, not a one-time initiative. Even modest efforts can grow into something transformative when nurtured over time. Remember, the impact you create isn’t just about your company—it’s about the legacy you leave behind.
