Aspen Country Day School graduates are all over the world, building lives of meaning and purpose. As the founder of Covert Communication, Hawaii’s largest digital marketing firm, Anna (Lefkowitz) Covert ’98 has worked with hundreds of businesses, from startups to Fortune 500 companies. She is committed to helping create more oversight for the digital media industry with a strong focus on universal consent and consumer privacy.
“You are never done learning. You have to always be educating yourself, and that’s the way you stay on the pulse.”
Aspen Country Day School: Kindergarten to Ninth Grade
After: Boarding school at Stevenson School in California, then to Boston for a BS in marketing, minor in management at Bentley University
Career: Anna never expected to wind up in Hawaii. But while visiting her retired parents there after college, she took a gig running a fashion show for a charity, made some connections, and was recruited to manage marketing for Paul Brown, Hawaii’s largest spa and salon chain. Today, as founder and principal of Covert Communication, she consults with companies—from Fortune 500 to small businesses—on both the client and agency side; her staff is based in seven countries worldwide.
Blue or Green Team: Green. And that’s fitting, because Anna has made major contributions to the green energy industry. A website plugin she created, the Solar Wizard, allows customers to calculate how much solar power they need, to find credits for installing it, and to evaluate costs, savings, and environmental impacts.
FIVE QUESTIONS
What is something you learned at Aspen Country Day School that shaped your adult life?
The small classes. One thing I’ve noticed is that other friends of mine don’t have the same staying power, socially. Every year, they were in a new class with new people, and if they didn’t get along with them, they didn’t ever have to speak to them again. But it wasn’t like that at our school. You had to work through problems, and you had to stick it out together. I think that is a skill that has always followed me: to meet problems face-on and resolve them.
Favorite teacher? Francie Jacober. Before I started working with her, I thought I was really bad at math. But we would do algebra, and it changed my whole view of math and made me feel really empowered. (Note: today, Francie is a Pitkin County Commissioner.)
There have been a lot of changes in the marketing business since you first started. How have you adapted?
When I went to school, digital marketing wasn’t even a thing.Basically, I got to where I am because I taught myself WordPress. It was a lot of trial and error. But really, you are never done learning. You have to always be educating yourself, and that’s the way you stay on the pulse.
What prompted you to write your book?
Almost 30-50% of all clicks from Google, Microsoft, and Facebook are fake. Platforms have deployed bots to click on ads on their own sites so they make more money. It’s really dark. I finally had enough and realized that I could help. We wanted to get the word out faster. The party’s over. It needs to be over. How we manage and store consumer data is very important (privacy), and reporting needs to be transparent.
The good news is that there are good actors in the digital media space that will allow for third-party oversight and ways to prove delivery, clicks by humans vs. bots, and other important metrics. My book does just that: it provides the education that companies of all sizes can apply to target the right person at the right time with the right message, without the aid of an agency or big spend.
What’s next for you? I would like to get into public speaking: teaching, sharing knowledge. I believe it is important for businesses and marketers to understand what they are buying and how to protect themselves.
Join us with Laura Morton, award-winning filmmaker and bestselling author, as she reveals the secrets of powerful storytelling. Discover how to create narratives that move audiences, drive change, and make a lasting impact.
Meet Laura Morton
Laura Morton is a bestselling author renowned for her extensive work in non-fiction. With over 30 years of experience, she has penned more than 60 books, 22 of which have appeared on the New York Times bestseller list. Lasega Books is an imprint of Forefront Books, and a natural progression for Morton, giving her the platform to publish projects she strongly believes in. While she continues taking on writing projects, Morton will shepherd books on her imprint, working closely with her authors to ensure a seamless experience.
Laura has collaborated with a wide range of prominent figures, including celebrities, athletes, and business leaders, helping them capture their stories and expertise into compelling narratives. Her books cover a variety of topics, from self-improvement to business success, always with a focus on authenticity and connection
Anna Covert, author, entrepreneur, and digital innovator presents throughout Hawaii and beyond
Too often, businesses are sold digital solutions that don’t work or can’t be verified. My goal is to empower companies and organizations with the knowledge and strategies they need to succeed.”
— Anna Covert, Author, Speaker, & Principal of Covert Communication
HONOLULU, HI, UNITED STATES, February 19, 2025 /EINPresswire.com/ — Renowned digital marketing expert, author, and entrepreneur Anna Covert is now available for public speaking engagements across Hawaii and beyond. As the founder of Covert Communication, the largest digital marketing firm in Hawaii, Anna has spent over two decades becoming an authority in digital advertising earning a reputation for her strategic expertise, unwavering business ethics, and ability to drive measurable success.
In alignment with her deep knowledge of the digital world, Anna recently completed a book titled The Covert Code – Mastering the Art of Digital Marketing. Published by Forbes Books, it was released on major online bookstores, Amazon, Barnes & Nobel, and Target as well as being available in 24 WH Smith airport bookstores. The Kindle version has attained the #1 ranking on Amazon in a number of categories.
From high-end consulting with Fortune 500 companies to helping small businesses avoid being taken advantage of, her mission is to uplift the industry and protect consumers from the escalating online marketing and media fraud that plagues online platforms, including Search, Display, and other online advertising platforms and networks. A true entrepreneur, Covert also operates several other marketing and technology businesses, including reactium.io, which is currently being used by enterprise organizations worldwide with contributors from Apple, Microsoft, and IBM.
Anna is available for conferences, corporate events, business summits, educational workshops, and private consulting sessions. She has been featured at Quantcast Conference at NYU; MBA engagement at NYU; digital advertising presentations at her alma mater, Bentley University; and Sales and Marketing Executives panels. Anna delivers powerful keynote speeches on topics such as:
• Unlocking the Secrets of Digital Marketing
• How AI is Changing the Advertising Landscape
• Data-Driven Decisions: Marketing Strategies That Deliver Results
• The Future of Branding in a Digital World
• Behavioral Science Approach for Marketing
• The Customer Journey: The Key to Connecting
“Too often, businesses are sold digital solutions that don’t work or can’t be verified,” said Anna Covert. “My goal is to empower companies and organizations with the knowledge and strategies they need to succeed in today’s fast-changing digital landscape.”
For more information on booking Anna Covert for a speaking engagement, visit annacovert.com.
Honolulu, HI, UNITED STATES, February 21, 2025. The Covert Code Podcast, hosted by renowned digital marketing expert, author, and entrepreneur Anna Covert, is celebrating its one-year anniversary with its 52nd weekly episode. Launched on February 27, 2024, the podcast was inspired by Anna’s Forbes-published book, The Covert Code—Mastering the Art of Digital Marketing, and has since become a must-listen resource for industry leaders, business professionals, and entrepreneurs.
The topics of the initial podcasts ranged from digital marketing, the movement toward AI, the evolution of the solar industry, and technology advancements. As the audience grew, Anna forged a broader path, inviting Forbes authors and other industry thought leaders, corporate trainers and advisors, eCommerce experts, leadership coaches, and team-building strategists. The weekly conversations have featured notable guests such as:
Phil Geldart, Founder & CEO of Eagle’s Flight and bestselling author of 9 leadership books. (Featured today as our anniversary episode.)
Sarah Dandashy, author of #1 best-selling book, “Hospitality From Within”; a trusted travel authority; host of the “The Creators” podcast and co-host “Good Morning, Hospitality” on LinkedIn Live.
Tracy Sierra, The author of the best-selling thriller Nightwatching, a Fallon Book Club Pick winner.
Michelle Greenwald, Corporate Innovation Expert, Consultant, Forbes Writer, Author, Professor, Global Conference & TEDx Speaker.
Chip Higgins, founder of Bizzics LLC and author of “The Bizzics Way,” revealing strategies for building business momentum and optimizing cash flow.
Matthew Stafford – CEO of Build Grow Scale helping hundreds of e-commerce brands scale past the million-dollar mark, with many hitting the $10 million mark.
Danaya Wilson, CEO of BetterCertify and author, discussing how individuals can become catalysts for change beyond the workplace.
Kathleen Quinn Votaw, CEO of TalenTrust and Forbes Books author of “Dare to Care in the Workplace,” emphasizing the importance of caring leadership in modern business.
Kris Rudeegraap, Co-CEO of Sendoso, providing insights into effective direct mail and gifting strategies for enhanced customer engagement.
Tim Rodgers, of Rehab AI, discussing the transformative impact of artificial intelligence on the future of business.
Plus Local Hawaii Stars like John Pitre, Master artist of Fantasy and Surrealism / one of the famous living American artists, and President & Founder of Natural Power Concepts (NPC); Lance Motogawa, musician, radio host, producer; Toby Tamaye, President of AT Marketing LLC; Sean Morris, President of S. Morris & Associates; Ashton Cudjoe, CEO of Hawaii Medical Institute and Owner of Ashton Business Advisors; Paul Skellon, Director Marketing, Communications & PR for Pacific Air Cargo; Jody Shiroma, Vice President, Communications of PBS Hawaii; and Jason Cutinella https://youtu.be/UmfbF9yefLA, founder and CEO of NMG Network.
Through insightful discussions and expert interviews, The Covert Code Podcast continues to provide valuable perspectives on the ever-evolving digital marketing world, giving listeners actionable insights to stay ahead in today’s competitive business environment.
For more information or to tune in, visit: TheCovertCode.com/podcast. Or subscribe on Apple Podcasts, Amazon Music, or Spotify.
Join us for a transformative conversation with Phil Geldart, Founder & CEO of Eagle’s Flight and bestselling author of 9 leadership books. Discover powerful insights on building exceptional workplace culture, unlocking human potential, and driving meaningful organizational change.
Meet Phil Geldart
Phil Geldart is the founder and CEO of Eagle’s Flight, a Canadian company focused on improving individual and team productivity. Eagle’s Flight is presently represented in over twenty countries and enjoys an enviable reputation for customer service, product effectiveness, and having fun!
Phil has had experience with acquisition and divestiture initiatives, managed sales and distribution, and has created several leadership programs. He has also authored several practical books in areas crucial to performance improvement, such as leadership, experiential learning, culture transformation, and customer-centricity.
Step into the world of data-driven e-commerce growth with Matthew Stafford, CEO of Build Grow Scale. Matthew shares expert insights on boosting conversions, increasing revenue, and scaling e-commerce businesses through data-driven optimization.
Meet Matthew Stafford
Matthew Stafford, the Managing Partner of Build Grow Scale and an equity owner of some in-house eCommerce brands, has knowledge and expertise, enabling him to mentor thousands of store owners through paid eCommerce groups and live events. His experience has also allowed him to help hundreds of e-commerce brands scale past the million-dollar mark, with many hitting the $10 million mark. To top it off, he’s been speaking on stages about ecommerce optimization for the past seven years! In fact, before COVID-19, BGS hosted the largest yearly eCommerce-focused event in North America—BGS LIVE.
Step into the future of digital marketing with Dr. Bin Tang, founder of Noah Digital and Forbes Agency Council member. Learn how to leverage artificial intelligence and digital innovation to transform your global marketing approach
Meet Dr. Bin Tang
With a career spanning over 25+ years, Dr. Tang has collaborated with many renowned brands, including Apple, Amazon, Facebook, Microsoft, McMaster University, Air Canada, BMW, Volvo, T&T, Li-Ning, iTalkBB, etc., achieving remarkable success across various industries. He has managed over $100 million in ad spending. Notably, from 2013 to 2015, he increased tripcentral.ca’s online traffic and revenue by 40% and 80% year over year, respectively. His success story has been featured on Microsoft’s website.
Dr. Tang leads a professional digital marketing team that includes native English speakers and bilingual experts who understand both English and Chinese audiences. The team’s expertise lies in precise prospect targeting, conversion rate optimization, and implementing cutting-edge digital marketing strategies to boost online sales and growth for businesses of all sizes.
On this week’s episode of The Covert Code Podcast, discover powerful strategies for identifying and attracting high-value clients, creating scalable business models, and achieving breakthrough revenue goals with this week’s special guest, Jeanne Omlor.
Meet Jeanne Omlor
Jeanne Omlor is a Business Strategist, multi 7-Figure Online Business Coach, and Certified Servant Leadership Executive Coach. At 54 years old, she was a solo parent in deep debt and got herself online and to $1M in 17 months, without ads, and has since scaled to multi-millions in 5 years. Her company has helped almost 500 businesses to thrive online. She is emotionally connected to helping others prosper, as she lived in lack for years and overcame that mindset. She is now helping as many people as she can to maximize profits and reach their full potential while being the visionary they’re destined to be.
Drawing from decades of banking and business coaching expertise, Chip Higgins reveals on this episode of The Covert Code Podcast powerful strategies for building unstoppable business momentum, optimizing cash flow, and creating sustainable growth.
Meet Chip Higgins
Chip Higgins, a native of Winston-Salem, NC, grew up surrounded by the region’s iconic industries—textile, tobacco, banking, and, of course, Krispy Kreme donuts. With a bachelor’s degree in economics and an MBA from UNC-Chapel Hill, Chip built a 35-year career in banking, starting as a management trainee and rising to executive leadership roles at three regional firms. Driven by a passion for serving Small Business owners, he pioneered innovative advisory practices to deeply understand client needs, earning national recognition for his banks from Greenwich Associates. In 2011, inspired by his love of leadership development and the teachings of John Maxwell, Chip became a founding member of the John Maxwell Team, coaching and training leaders in Uganda and Nashville, where he was honored as Volunteer of the Year by the Nashville Business Incubation Center in 2014.
In Episode 46 of The Covert Code Podcast, we’re joined by Danaya Wilson, CEO of BetterCertify and an author with a mission to empower. Dive into a conversation about how individuals can become catalysts for change in any sphere of life.Danaya discusses the principles of user empowerment and how it can lead to broader societal transformation. This episode is a treasure trove of wisdom for anyone interested in understanding how to encourage and enable change in their community, industry, or personal life. Get ready to be inspired to take action and make a real difference.
Meet Danaya Wilson
Danaya Wilson is the award-winning cofounder and CEO of BetterCertify, a compliance solutions provider based out of Denver, Colorado. Recognized as a “40 Under 40” honoree, Danaya is renowned for her innovative approaches to digital instructional design and regulatory training. As a visionary leader and educator, she is dedicated to empowering the next generation of future female leaders. With a passion for ethical leadership and social reform, she has become a sought-after speaker at industry events and serves on the boards of the Environmental Information Association and the Colorado Environmental Professionals Association. She holds a master’s in organizational leadership and a bachelor’s in business marketing. Her work continues to inspire and drive meaningful change in both the regulatory training space and the broader professional community.
Meet Laura Morton
Meet Phil Geldart
Meet Matthew Stafford
Meet Dr. Bin Tang
Meet Jeanne Omlor
Meet Danaya Wilson