Krista Cupp promoted to Executive VP for Partnerships and Events and Executive Director of Heartland Summit, J.T. Geren promoted to VP of Communications
Bentonville, Ark.— Heartland Forward, a non-profit think-and-do tank accelerating economic growth across America’s heartland, today announced new leadership appointments to expand the organization’s reach and impact. Krista Cupp has been named executive vice president of partnerships, events and executive director of the Heartland Summit while J.T. Geren has been promoted to vice president of communications. These appointments come at a pivotal moment as Heartland Forward is on track to generate $500 million in economic impact in the heartland by 2030.
In her dual role, Cupp will steer the Heartland Summit, the organization’s flagship convening of policymakers, investors, entrepreneurs and business leaders, to position the heartland at the center of national dialogue on innovation and growth. As executive vice president for partnerships and events she will also drive Heartland Forward’s engagement strategy, forging high-impact collaborations and elevating the organization’s platform across the region.
As vice president of communications, Geren will develop and drive Heartland Forward’s comprehensive communication strategy overseeing branding, public relations, media relations and digital communications. Additionally, Geren will lead public policy engagement and initiatives on Heartland Forward’s three impact areas of regional competitiveness, talent pipeline and health and wellness.
“The heartland is at a pivotal moment with game-changing opportunities in AI, education, health and workforce development,” said Angie Cooper, president of Heartland Forward. “Krista and JT bring deep roots, bold vision and proven leadership to drive collaboration, investment and partnerships. I’m excited to work alongside them to turn ideas into action and accelerate growth across the heartland.”
This announcement follows the success of the 2025 Heartland Summit, which convened more than 350 leaders in Bentonville, Arkansas and announced major initiatives, including the unveiling of the new Maternal and Child Health Center for Policy and Practice, a partnership with Stemuli to bring gamified AI training to rural students and entrepreneurs, the first publication of Pulse of the Heartland, a Decision Day for rootEd Arkansas students to share their postsecondary plans and a new university to reimagine STEM education in the heartland.
“The heartland is entering a new era and Heartland Forward is championing our region’s right to win,” said Krista Cupp. “The Heartland Summit is the bedrock of that work—convening leaders who are ready to help our states and communities lead the way through bold actions. I look forward to joining our partners to drive new investment, create lasting opportunities and strengthen the talent that will carry the Heartland into a new generation of growth.”
Cupp previously served as Heartland Forward’s vice president of development, where she led private giving initiatives and expanded the organization’s network of supporters. Before joining Heartland Forward, she held leadership roles at the Runway Group, Tyson Foods and The Herald Group in Washington, D.C. She has deep roots in supporting heartland communities, beginning her career in the Kansas City office of U.S. Senator Kit Bond and later managed campaigns and grassroots efforts for the Institute for Legislative Action at the National Rifle Association. A Missouri native, Cupp has been recognized among Arkansas’s Top 100 Women of Impact and is a recipient of the PRSA Silver Anvil Award.
“Heartland Forward strives to be the go-to source for news, policy and research in the heartland,” said J.T. Geren. “I’m honored to lead our communications strategy as we work to change the narrative, accelerate growth and show that the heartland is not only America’s backbone but its future.”
Geren’s diverse career spans leadership roles in both the corporate and academic sectors. Geren previously served as Heartland Forward’s director of strategic communications. Prior to joining Heartland Forward, he led communications and marketing for Runway Group, and spent nearly a decade in college athletics working in leadership roles at the University of Kansas and University of Arkansas. Geren has a strong personal connection to the heartland, having lived in Arkansas, Kansas, Alabama and Mississippi.
About Heartland Forward
Heartland Forward is a non-profit, policy think-and-do tank that turns ideas into action for states and local communities. Our mission is to accelerate economic growth, change the narrative about the middle of the country and generate $500 million of economic impact to the heartland by 2030. We do this through applied research, community-driven programs, policy and convenings—focusing on regional competitiveness, talent pipeline and health and wellness.
About Heartland Summit
The Heartland Summit was co-founded by Olivia and Tom Walton and Steuart Walton in 2018 to kick-start economic growth and help change the narrative about the middle of the country. The Summit is a forum for frank conversation about our shared challenges, creating positive action and strengthening connections.