Justine Sterling Converse

Founder and CEO

Justine Sterling Converse was born and raised in a small town in Kansas where entrepreneurship and a strong work ethic were ingrained in her at an early age. Her parents and grandparents were entrepreneurs in the farming and food industries and instilled values that have guided her throughout her career.

Justine graduated Cum Laude from Kansas State University with majors in Agricultural Communications and Journalism, and an Agricultural Economics minor. She served as a state and national Future Farmers of America officer in college, which took her on tours of the state, country, and world, and ultimately led her to Washington, D.C. for internships at the U.S. Department of Agriculture and the White House.

Justine’s first job was in the White House Social Office where, as part of the four-person team, she helped coordinate all the events on the White House grounds, including Pope Benedict XVI’s visit, an event with the 2008 Summer Olympic Team, and a performance by the Broadway cast of The Lion King during a state dinner. It was during this time that she developed a lifelong passion for high-stakes events. At the end of the Bush Administration, Justine moved to Dallas as part of President and Mrs. Bush’s transition team to help set up their life post-Presidency. After serving two years in the Office of President George W. Bush, Justine took a position at the newly formed George W. Bush Presidential Center in 2011 where she worked for the next eight years. 

While at the Bush Center, she launched the W100K and Warrior Open military events under President Bush’s direction, both of which still take place today. She also traveled to Africa on President and Mrs. Bush’s advance teams for three global health trips and was honored to lead the team on the fourth and most recent trip. Justine was on the core team that planned and executed both the Groundbreaking Ceremony and the Dedication of the George W. Bush Presidential Center, which was attended by five living Presidents. In 2015, Justine took over as Director of Strategic Programming and Operations. 

In 2019, Justine founded Brigade Events with a team of strong, determined women with the George W. Bush Presidential Center as the new company’s largest client. Justine led Brigade to profitability in the first year and together with her team, has developed a base of steady, loyal clients. Her vision for Brigade continues to be a place where the highest-level events are created and managed by a team with unparalleled experience and integrity, where employees are provided with forward-leaning flexibility, and where women are empowered, supported, and celebrated.

Despite the voracious passion Justine has for her career, she believes her greatest accomplishment is building a life in Dallas with her husband Chris, her stepsons Charlie and Harrison, her daughter Kate, and her son Jack.