Who we are is what we do.
We are a team of strategists, operators, analysts and storytellers rooted in Portland, Maine. We share a bias for clarity, a love of the work and a belief that great marketing should never feel like a black box. When clients truly understand what is happening and why, decision makers feel confident, teams move with purpose and businesses grow sustainably. This is what we show up to do every day. We are passionate about the work we do and how we live, because who we are is what we do.
Meet Our Founder // Joe Conway
Joe’s career in strategic, data driven marketing began in creative storytelling. Early in his career, he worked as a writer for brands including Hurley, Converse, and ESPN, where he saw how strong creative can fall short without a clear path to reach and impact.
That experience led him to develop deep expertise in SEO, analytics, and performance marketing, ensuring that creative work is seen and tied to meaningful business outcomes. Over time, his focus expanded into the technical and quantitative side of marketing, building a clear understanding of how strategy, data, and execution work together.
Joe is known for cutting through complexity and rejecting industry jargon in favor of clarity. His work is grounded in the belief that effective marketing should be accessible, accountable, and aligned to real business results. Founded in 2019, Sonar is the embodiment of that ethos.
Joe currently sits on the board of The Telling Room, a writing and literacy nonprofit, and serves as a mentor for early stage founders with the Maine Center for Entrepreneurs. When he’s not working or wrangling his two boys, you can find him doing his best to still rip on a mountain bike, a surfboard, or a pair of skis.
Meet Our Team
Holly Martzial
Vice President of Client SuccessHolly Martzial came to client success through the side door most people overlook - operations. The daughter of a serial entrepreneur and a former small business owner herself, she embodies the scrappy Mainer mentality that turns real-world experience into an edge. That foundation shapes everything about how she works with clients across hospitality, tourism, wellness and digital marketing.
Where others see complexity, Holly sees a system waiting to be built. She leads from the front, speaks with intention, and never loses sight of the people behind the work, partnering with everyone from C-suite executives to local business owners to turn strategy into action.
Holly is a connector and a force in her community. Beyond Sonar, she serves on the board of Portland Buy Local and moonlights as an independent travel planner and wellness educator. She believes strong organizations and strong communities are built through strategic planning, real human connection and a sense of purpose. She's here for all three.
Holly Martzial
Vice President of Client Success
Rebecca Warner
Client Services SpecialistRebecca Warner brings a people-first approach to everything she does. With a background rooted in hospitality, event planning and entertainment PR and marketing, she has spent her career creating experiences that connect people and run like clockwork. That same energy translates directly into how she shows up for clients, making sure they feel seen, heard and supported while keeping internal teams aligned and campaigns on track.
A clear communicator and natural collaborator, Rebecca excels at managing timelines, getting the right things done in the right order and serving as a steady point of contact throughout every engagement. Her attention to detail and calm under pressure keep projects moving with clarity and purpose.
When she's not in client mode, Rebecca retreats to her quiet mountain home in Rangeley, where a focus on health and the outdoors keeps her grounded and ready for whatever comes next.
Rebecca Warner
Client Services Specialist Morgan Hahn
Director of Advertising & AnalyticsMorgan Hahn is the kind of person who sees the story in the numbers before anyone else knows there is one. After tuning campaigns at The Weather Channel and Hearst, she now leads paid search and analytics at Sonar, bringing a rare combination of technical depth, sharp instinct and a genuine love for the craft.
She has mastered GA4 and is one of the sharpest minds working at the intersection of data and AI-driven advertising. Where the industry is heading, Morgan is usually already there, testing, adapting and building systems that keep clients ahead of the curve. She hunts down wasted spend, surfaces what the data is actually saying and is never afraid to dig deeper to find the insight that matters most.
Outside of work, Morgan is deeply embedded in the Portland community, a true local with a love of music and a perspective that is as culturally tuned in as it is analytically precise. That combination of head and heart is exactly what makes her work land.
Morgan Hahn
Director of Advertising & Analytics Hannah Crilley
Social & CRM ManagerHannah Crilley connects the dots between who you think your audience is and who is actually ready to engage. As Sonar's Social Media Manager, she brings a structured, tactical approach to both paid and organic social, using performance data to refine messaging, iterate on creative and identify what resonates most with target audiences.
Hannah's precision and drive mean nothing slips through the cracks, delivering work that's thorough and on point. She builds and tests campaigns that not only capture attention but generate meaningful signals that inform ongoing strategy, helping clients move quickly from insight to action and make confident decisions about where to invest their energy.
Outside of work, Hannah brings that same competitive focus to the roller derby track, where showing up hard for your teammates is just part of the deal.
Hannah Crilley
Social & CRM ManagerPing Us
Yeah, that’s a stupid sonar pun, but don’t let it dissuade you from making a smart business decision.
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