Caster Communications will be changing up its leadership structure in a planned transition that will see ownership of the consumer tech PR and marketing firm handed off to long-time leaders Alexandra Crabb and Peter Girard from President and founder Kimberly Lancaster, who will leave the firm following a transitionary period to ensure a smooth hand-off of leadership.
A Look at Who Will be the New Leaders of Caster
Crabb and Girard have each played integral roles in the firm’s success and day-to-day leadership, with the pair having a combined tenure of 27 years working at Caster.
In a press release announcing the new leadership, a representative for Caster writes, “Together, they bring deep institutional knowledge, trusted client and media relationships, and a shared vision for Caster’s future. Their partnership reflects both continuity and momentum, ensuring the firm remains well-positioned in a rapidly evolving communications landscape.”
Why Lancaster is Choosing to Step Away from Caster
According to Lancaster, the transition was a move the team had been planning for a while at this point, citing the firm’s current strength as a signal that now was the right time to proceed with the leadership changes (similar D-Tool’s passing of the torch earlier this year).
“This transition has been thoughtfully planned,” said Lancaster. “Alex and Pete are exceptional leaders and outstanding PR professionals who understand our clients, our culture, and the values that have guided this firm from the beginning. I have complete confidence in their leadership and in the extraordinary Caster team they will continue to grow.”
“I’ve spent much of my career at Caster, so stepping into this role is both meaningful and exciting. Kim built something rare and special in our industry: a team that cares deeply about the outcomes we deliver,” said Crabb. “Pete and I are honored to carry that forward. We will keep investing in our people and our clients, strengthening the relationships that define this agency, and helping innovative companies earn the visibility and credibility they deserve.”
What Happens Now
Effective immediately, Alexandra Crabb will assume the role of President of Caster with Peter Girard continuing as Senior Vice President.
Founder Kimberly Lancaster will remain actively involved with the firm through August 2026 to support an orderly transition of leadership, client relationships and operations. Following this transition period, Lancaster will leave Caster where she has stated she will pursue advisory work in addition to contributing to local initiatives while focusing on passion
Under Crabb and Girard’s ownership, Caster will continue to operate under the same brand, team structure, and client service model, with no disruption expected for clients or partners.
What’s Next for Lancaster Post-Caster
While Lancaster is stepping away from ownership, she has stated that she will continue to work within the industry, pursuing a variety of work as it relates to her own personal interests, though directly stating that she plans to focus on select advisory work and local initiatives, in addition to personal passion projects.
“From family to friends, everyone asks what I am going to do next,” Lancaster said. “Next is not my intention; right now, my sole focus is on things I never seem to have time to do.”
“Agency work and owning a small business is incredibly demanding; big sacrifices came with big rewards,” Lancaster added. “I have always found deep purpose in using my experience, instincts, and creativity to help organizations and leaders do meaningful work. What is changing is how intentionally I will use my time. You can call it retirement; I can call it my next adventure.”
The Importance to Integrators
Caster has been a prominent fixture within the custom integration (CI) industry, representing multiple brands, distributors and associations that integrators interface with on a regular basis, including the Powerhouse Alliance, Airzone, Crestron, Vanco and Shelly, among others.
