We’re entrepreneurs and new media pioneers with a track record launching & leading successful ventures. As co-founders of WHAT NOW WHAT NEXT we bring together decades of experience heading start-up companies at the CEO and Senior Exec level.

We are both also award winning producers and marketers with ongoing experience forging successful partnerships with major media companies and not-for-profits, from CBS, ABC/Disney, NBC, The Fox Network, HBO, PBS, Lifetime & Showtime, to AOL/Time Warner, Yahoo, Nickelodeon & BMG Music.

We understand the needs of women 40+ because we are these women. We've reinvented our lives and our careers and moved mountains for causes we believe in. We're passionate about partnering with businesses, brands and women in our target audience to create powerful media and powerful results. 




Meet the Founders


Joanne Friedland Roberts


JOANNE FRIEDLAND ROBERTS is a serial entrepreneur and new media pioneer with multiple successes running start-up ventures. She’s built both traditional and new media companies from the ground up, from original concept thru production, distribution and sales.

As head of Joanne Roberts Productions, Joanne created three original series for network television, attracting millions of viewers, national advertisers and powerful strategic partners and investors, including CBS, the Fox network & numerous local and global TV station groups.

In 1995, she shifted her focus to new media. Securing funding from AOL/Time Warner and Ameritech, as CEO of Kidsites 3000, she headed development and production of the earliest web communities, winning numerous awards and leading the way with social media and interactive games for teens in partnership with CBS, Nickelodeon, Netscape and ABC/Disney.

Over the years, Joanne has continued to forge strategic content, distribution and marketing alliances with advertisers, media and communications companies, businesses and not-for profits, including, PBS, HBO, Lifetime, Sesame Workshop, Revlon, NABI, FleishmanHillard, The Smithsonian, The Brennan Center for Justice and Selfhelp Community Services. She also works with businesses and brands, helping them position (and reposition) their companies and orgnaizations via digital media.



Peggy Doyle


With a career that’s spanned the web, mobile, digital video and television, PEGGY DOYLE has created and marketed a wide range of content, products and services that delight audiences and engage loyal customers.

She’s held a series of senior leadership roles with early stage start-ups and start-up divisions within Fortune 500 companies in the media, entertainment and consumer technology sectors, including Yahoo, BMG Music & Symantec. 

 At Yahoo, Peggy led a pilot program for Baby Boomers & Gen X women that generated millions in new revenue and strategic relationships with top advertisers. At BMG Music Direct, she led an overhaul of digital strategy that moved the website to #1 in Music Retail. And as VP of Product & Content at Kidsites 3000, she helped to develop one of the earliest online social networks for teens.

Peggy has also developed & produced award-winning television & new media content for broadcast & cable networks, including ABC, CBS, NBC, PBS, HBO & Disney.  Many of those programs won industry recognition, including awards from New York International Film Festival, Houston International Film Festival & Best Children’s Program from American Women in Radio & TV.

She is a graduate of Carnegie Mellon University and the Interactive Telecommunications Program (ITP) at NYU, a top-ranked Masters degree program in new media & technology.