Wilderness and versatile CMS: an interview with Wes McChristian

What do wilderness guiding and digital strategy have in common? For Wes McChristian, they’re all steps in a journey that’s anything but conventional. As the Kentico Practice VP and Senior Digital Strategist at Americaneagle.com, Wes blends a rich background in public relations and a knack for storytelling with a keen understanding of digital marketing and technology. 

The art of writing   

Mike Wills and Andy Thompson recently told me that their journey into tech began with their first Commodore computer. Were you that kind of kid too? What’s your background story, and how did you get started in the digital world? 

That's so funny. I mean, so many people have stories like that, exploring and tinkering with early tech as it matured, and that's what set them on their career path. For me, it was actually quite different. I went to university for public relations, so I was a communications guy. I experienced digital as part of that educational track, but it wasn't where I had initially set my sights. I didn't start my career thinking I would end up in tech. 

What ended up happening was I was living in Atlanta, and during a trip back to Chicago, I got a drink with an old friend who worked at Americaneagle.com. I was looking for a change early in my career, and he got me an interview. I'd always wanted to work at an agency, but I had imagined it would be a public relations or ad agency. Now I've been here for almost 14 years, and I couldn’t be happier with how things turned out. 

You studied Communications with a focus on Public Relations at Bradley University. What was the most valuable thing you learned during your university years? 

The most valuable skill I learned was writing. The communications track and public relations studies were so focused on writing. This was back when email was still in its infancy, and high-speed Internet wasn't as widespread—we were still on dial-up modems. It required a lot of written press releases and other forms of communication that demanded precision. I really gravitated towards writing, and it’s a skill I use every day, even now. In the content management industry, it’s crucial never to forget that it all starts with content. 

Client whisperer and the Swiss army knife of Americaneagle.com     

When clients come to you with a new project, what's the first thing you say to them? 

I always start by trying to understand what they’re looking for. If I don’t understand their needs, I can’t help them effectively. It’s crucial to get to the core of their goals and motivations. People love talking about themselves—their careers, roles, and responsibilities. Asking open-ended questions helps reveal the true motivations behind a project, which is essential for achieving the best outcomes. 

Andy from AdventureServe mentioned that you excel at any role that is needed, calling you a ‘Swiss army knife’ of your company. How do you manage to juggle such diverse roles effectively, and would you say this versatility is similar to how Kentico functions as a versatile CMS platform?  

I love a good challenge, Jonathan. When I started with Americaneagle.com, I began as a project manager because that was the career entry point for the agency, and it worked well for me. Over time, I recognized that I had skills from my communications background that allowed me to connect with clients effectively. Today, I understand the business very well—I can hold my own in sales conversations, manage projects, write requirements. I’ve been what I needed to be to succeed on any given project. When clients are paying us, when they’re spending their money, they deserve value in return. In that sense, yes, being versatile like a Swiss army knife aligns with Kentico's ability to serve multiple needs within one platform.

A family-owned techie paradise

You’ve been with Americaneagle.com for over 13 years, which is impressive. Is it because it’s simply the best company in the world, or does the culture and mentality just fit yours perfectly? 

Oh yeah, I think the culture here fits me perfectly. In the last couple of years, we’ve done a lot of work to define our own values. We’ve sort of baked it into our logo and branding. We like to say we’ve grown the old-fashioned way, which is a clever way of saying we’re still family-owned and operated. The company started in the 70s with Apple II software and transitioned into hardware and networking in the 90s. One of our clients asked if we could build a website, and we said, "Of course," and that was 30 years ago. Many of those clients are still with us today. I like that I have a good deal of autonomy and can provide direct service or advocacy to our clients.  

Americaneagle.com has a unique structure with dedicated departments for each vendor. How does this specialization impact your work? Does it create any interesting dynamics or even friendly competition internally between different departments?  

Yes, friendly competition for sure. I don't know if there was any master plan that this was how it was going to be, but around the time I joined the agency, we started losing bids to companies like Sitecore, Sitefinity, and Kentico. We just started hearing these names out in the wild, which led to building strong alliances. These alliances led to partnerships like the one we have with Kentico. That took a couple of years to mature, but we’re really proud of how we work together today. Because of these alliances, we had to navigate our commitments in a way that allows us to operate with integrity.  

The odd (marketing) guy in a developer world    

When you joined Kentico MVPs, you were one of the few with a marketing background among a lot of developers in the MVP crew. Did you ever feel like the odd one out?  

It was an interesting conversation. Dominic Pinter was visiting our Chicago office, and he asked why we didn’t have an MVP. That got the ball rolling, and a couple of years later, we’re actively participating in the MVP program. It’s been a great journey, and it’s allowed us to have really productive conversations about not just the technology but also the usage, use cases, and client outcomes. We care about the business impact as much as the technical excellence. 

I did feel like the odd one out at first. A lot of the initial requirements were developer-oriented, like interacting with folks on DevNet or contributing to open-source projects, which isn’t my background. But once we were in the program, it became clear that everyone, whether they come from a technical or a business background, cares deeply about both aspects. This blend of perspectives makes for a richer discussion and helps us all learn from each other. 

Talking about Kentico and Xperience by Kentico, what are your current thoughts on the product? Any new features you're particularly excited about?  

We’re really pleased with the direction Xperience by Kentico is heading, especially with the consistent monthly feature updates. This was a big part of why they transitioned to a new technology ecosystem. Knowing that new features will be delivered regularly makes our conversations with clients much easier. We can build roadmaps around these updates and align them with our clients' business goals. It’s all about unlocking potential and having robust, forward-looking conversations.  

Kentico tales: big wins, big impacts, and green dreams 

Is there a recent project you're especially proud of? What made it stand out, and what impact did it have? 

We’ve launched a couple of great projects on Xperience by Kentico this year. One is a services organization working in various geographic markets in the U.S. They were struggling in one market, and after rebuilding their site on Xperience by Kentico, they saw triple-digit percentage increases in lead generation. That’s a testament to the speed and optimization of the product. Another project was for a small credit union that just wanted to level up, and Xperience by Kentico provided a perfect home for them to manage their content effectively. These are the types of stories we’re proud of. 

Given your varied experiences, do you think Xperience by Kentico is better suited to specific verticals, or is it versatile enough to serve a broad range of industries? 

We like it for finance, banking, and credit unions, but that’s because we’ve historically done well in those spaces as an agency. As a product, though, I think Xperience by Kentico fits a multitude of different use cases and verticals. We try to focus on whoever’s buying to drive that home. It’s versatile enough to serve a wide range of needs.  

And what about association? I know you were involved with AdventureServe, an organization with a strong focus on environmental and social impact. How important are environmental issues to you personally, and how do you see the digital marketing industry evolving to address these concerns? 

Environmental issues are important to me, and my time with AdventureServe was very impactful. I was involved in various capacities, from wilderness guiding to urban volunteer services. It was all about community service and youth leadership, which spoke to me more than the environmental aspects initially. But as the digital marketing industry evolves, I think we’ll see more emphasis on sustainability and social responsibility. Companies need to be more conscious of their impact, both socially and environmentally. 

Whether navigating digital trends, adapting to client needs, or guiding the strategic direction of his team, Wes McChristian exemplifies what it means to be a versatile leader in the ever-evolving digital landscape. With his unique blend of technical knowledge, marketing insight, and a commitment to delivering value, Wes continues to shape the future of digital strategy at Americaneagle.com and beyond. 

Just as Wes McChristian emphasizes, the art of writing is a skill every digital strategist needs. Learn how AI can boost your content creation in Kentico’s guide on AI Content Creation and see how technology can make your storytelling more efficient, impactful, and scalable!