James Dale

Director, Strategy & Marketing

Jim Dale’s career has been all about marketing from day one.


Jim started in the advertising agency world, rising from copywriter to corporate creative director to president/CEO of international agency, Doner & Company. His clients included: British Petroleum, Chiquita, Arby’s Restaurants, AARP, Klondike Ice Cream Bars, National Car Rental, Upjohn, Bell Atlantic/Verizon, McCormick, Jos. A. Bank, Coca Cola, Ford Dealers, Eckerd Drugs, Milk, Johns Hopkins Medicine, Fila Sportswear, The Baltimore Sun, Edison Electric Utilities Association, and Vlasic Pickles.


In 2005, he co-founded Richlin/Dale, a business and marketing consultancy serving clients in internet commerce, biotech, hospitals, medical practices, software, law firms, banks, telecommunications, and venture capital companies. Clients have included: Johns Hopkins Orthopaedics, Solution Design Group – higher ed. management software, Vapotherm medical breathing devices, BTE Technologies diagnostic/PT equipment, University of Baltimore, ClearGuide Medical imaging technology, Katzen Eye Group, Eyemaginations optometric/ophthalmic software, DLA Piper law firm, Shapiro Negotiations Institute, OpenQ compliance software, WiserTogether healthcare software, ICI Mutual – fund insurance, Maryland Public Television, Maryland Zoo, Associated Jewish Charities, Graul’s Markets, 1st Mariner Bank, Ayer Saint Gross architects and the Baltimore Ravens.


Jim’s long-standing relationship with Profiles as an informal consultant dates back nearly 26 years since the firm’s founding and he continues to work with the firm’s clients on an on-going basis. Jim has worked on the marketing strategy development and execution for Profiles’ clients including: University of Baltimore, The HarborView Towers, Beatty Development Group, TranZed Apprenticeship Services, Southwest Partnership of Baltimore, WYPR-FM, Jhpiego, Medpoint Health Partners, and The Prime Rib.


Jim is also a published author, having written or co-written several books, including The Power of Nice – Negotiating So Everyone Wins, Especially You; Tiger Woods Made Me Look Like a Genius; Palmer & Weaver – Together We Were Eleven Foot Nine; Bullies, Tyrants, and Impossible People – How to Beat Them Without Joining Them; The Obvious – All you need to know in business. Period; and Alpha Docs – the training of a cardiologist.

Who we are

Amy Elias

Founder and CEO

Amy Burke Friedman


Jamie Watt Arnold

Senior Vice President

Bridget Forney

Vice President

James Dale

Director, Strategy & Marketing

Tabitha Challis

Social Media Manager

Kristen Zatina

Account Manager

Freddi Nevins

Account Executive