Why Firefly Strategies Global?
Creating connection in a changing world. 

What we do:
 We help you gain clarity and conviction.
The economy is changing. And beneath the visible changes in technology, markets, business models, and culture is a deeper shift in what we believe business is for. For generations, much of our economic system has been built around extraction: extracting resources, extracting labor, extracting attention, extracting value, and ultimately measuring success by the growth of the financial return.

​Firefly believes we are entering an era that asks us to consider something different.
What if wealth is created through health?
-The health of human beings.
-The health of organizations.
The health of communities.
The health of the places we live.
The health of the planet.

​This premise changes how we think about leadership, marketing, positioning, communication, and strategy.
Since 2008, Firefly Strategies Global has worked with businesses, nonprofits, public agencies, foundations, universities, and community organizations on the challenges that come with growth, change, and new opportunity.

Our work brings together strategy, marketing, communications, positioning, research, engagement, and organizational thinking to help leaders and organizations understand where they are, clarify where they want to go, and build the strategies, stories, and connections needed to move forward. What we are witnessing is that the problems of today are complex due to the evolutionary times we live in, but they have a common underlying dynamic: The old way of seeing the situation isn't sufficient for what is emerging.

Based in Santa Fe, New Mexico, Firefly works with organizations locally, nationally, and internationally across industries including municipalities, universities, economic development, technology, architecture and design, finance, healthcare, hospitality, the arts, wellness, and the environment.

Rubina Cohen

CEO & Principal | New Economy Strategist

Rubina Cohen is a strategist and entrepreneur with more than two decades of experience at the intersection of business, marketing, communications, leadership, and organizational development.

As Founder, CEO, and Principal of Firefly Strategies Global, Rubina has worked with clients including the City of Santa Fe, University of New Mexico, LANL Foundation, Los Alamos Commerce and Development Corporation, Los Alamos Research Park, La Familia Medical Center, Mederi Foundation, and Seeds of Wisdom, as well as organizations nationally and internationally across architecture and design, technology, finance, economic development, healthcare, hospitality, the arts, wellness, and more.

Her experience includes strategic planning, marketing and communications, brand development and positioning, stakeholder and community engagement, storytelling, and launching new ventures and initiatives. She has also served on nonprofit boards including the Sierra Club, Las Cumbres Community Services, and The Food Depot, where she currently serves.
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Rubina holds a B.S. in Communications Research, is a certified Regenerative Practictioner, A certified Meditation instructor, and a life-long learner. 
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Sometimes the need is strategic clarity. Sometimes it is a new position in the marketplace, a stronger story, a communications strategy, a new initiative, or a team trying to find its way through change. We begin with what is actually happening and build the right approach from there

Firelfy Strategies Global has curated an international network of trusted expertise extending across disciplines, communities, and the world. It allows Firefly to bring the right people, perspectives, and capabilities together around the work when they are needed.

Bring us the challenge you're trying to solve. We'll help you figure out what comes next.

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