About Us

A strategist at heart and operator by instinct, Barrie brings more than two decades of experience leading leasing, marketing, and operations for some of the nation’s most recognized student and multifamily housing brands.

Her career spans senior leadership roles at College Park Communities, GMH Communities Trust, Campus Apartments, and The Michaels Organization, where she helped launch University Student Living Management. Known for turning around underperforming assets and leading successful lease-ups across the country, Barrie blends data-driven strategy with creative problem-solving to deliver exceptional results.

At Nichols Hayes Collective, Barrie focuses on performance strategy, market positioning, and client consulting, helping developers and management teams turn vision into occupancy and strategy into success.

A creative strategist with more than 20 years of experience in branding, design, and marketing, Deb is known for transforming properties into powerful, story-driven brands. Her work bridges the gap between art and strategy — creating identities that not only inspire but perform.

With deep expertise in the multifamily industry, Deb has partnered with developers and management teams nationwide to launch new developments, rebrand underperforming assets, and build cohesive brand systems that drive demand and elevate perception.

She leads the creative side of the partnership — defining the brand vision, design language, and story that turn every project into a destination.