Barby K. Siegel is global chief executive officer of Zeno Group, the award-winning, global and integrated communications agency. Zeno works with some of the world’s most influential companies to drive real business and societal impact.

Barby oversees a global organization of 800+ staffers with operations across North America, Europe and Asia Pacific. Outside of the firm’s six primary U.S. offices, Zeno international hubs include Canada, the United Kingdom, France, China, Singapore, India and Australia. Under Barby’s leadership for the last 16 years, Zeno has experienced annual double-digit growth, now exceeding $153 million in revenue while staying true to the firm’s core values: inclusive, ambitious, kind, entrepreneurial, collaborative and fearless.    

Beyond her passion for client work, Barby is a staunch supporter of advancing diversity, equity and inclusion for the agency and the industry. In 2020, Zeno launched Act Together – a series of initiatives to urgently advance a more equitable and inclusive workforce and bring more people of color to the agency and profession. In 2021, Barby led the strategic investment in, and exclusive partnership with EGAMI Group, the award-winning multicultural integrated marketing firm.

Barby serves on several boards including the Chicago Bears Women’s Advisory Board, the Diversity Action Alliance, and the Page DE&I Advisory Board. In addition, Barby is chair of Page’s Internal Advocacy Task Force that works to diversify its membership.

Zeno accolades under Barby’s leadership have included the 2025 PRWeek Best Places to Work, 2025 PRovoke Purpose-Driven Agency of the Year, 2024 PRWeek Outstanding Large Agency of the Year, 2023 PRWeek Purpose Agency of the Year, 2023 Sabre Award PR Agency Citizenship and 2022 PRWeek Global Agency of the Year. Zeno was also ranked No. 1 by PRovoke as the 2022 Best Large Agency to Work for in North America.

Barby was honored as a 2024 Campaign US Inspiring Woman and PRWeek’s Most Purposeful Agency Pro in 2023, inducted into the PRWeek Hall of Fame in 2021 and consistently named to PRWeek’s “Power List” as one of the 50 most influential leaders in the communications industry. Barby also received the coveted Individual Achievement Award from the Holmes Report in 2018, was honored as “Agency Person of the Year” at the 2017 PRWeek Global Awards and was inducted into the PRWeek 2017 Hall of Femme.

Barby and her husband Fred reside in Westchester, New York and are the proud parents of daughters Matty and Mallory, both now pursuing their own careers.