AAF-SD Welcomes New Executive Director Michelle O’Connor

March 21, 2024 — The American Advertising Federation of South Dakota (AAF-SD) is proud to announce Michelle O’Connor as its new Executive Director. She will begin transitioning into the role immediately.  

“I love the marketing industry and am really excited about the opportunity to serve with an organization that gave so much to me in my early career,” O’Connor said. “I’m extremely excited to continue the organization’s great work and use my experience to continue to elevate and grow the AAF-SD chapter.”   

She will replace Maggie Saugstad, who held the director position for four-and-a-half years. During her time she shepherded the organization through a COVID shutdown, a rebranding and countless award show memories.

“I couldn’t be happier to have Michelle taking over as executive director,” Saugstad said. “She will do wonderful in the position and will help create a smooth transition of leadership. I’m excited to see where AAF-SD goes in coming years.”

O’Connor brings more than a decade of experience in the marketing industry as a media buyer and strategist. She was most recently the marketing director for a large Sioux Falls non-profit. In her spare time, O’Connor enjoys spending time with her family and is a health and wellness advocate. Look for her on the soccer fields or pickleball courts if you’re into those things.

O’Connor will work with the board of directors, including President Valerie Sampson and incoming President Lexie Frankman, as she transitions into her new duties.

The American Advertising Federation - South Dakota (AAF-SD) was established in 1965 and represents people in all disciplines and career levels in advertising. The group offers programs featuring nationally renowned creatives and industry professionals; hosts the American Advertising Awards for their region to recognize the best of the best; aids local causes through special events throughout the year; and is an advocate for students breaking into the business.

For questions or just to say hi, email Michelle at michelle@aaf-sd.org. You can also email Valerie Sampson at valerie@thesampsonhouse.com.