Heartland Forward promotes 2 staff to key leadership roles

Heartland Forward^[1], a Bentonville-based think-and-do tank, announced Monday (Oct. 13) two leadership appointments to expand its reach and impact.

Krista Cupp, vice president of development, has been promoted to executive vice president of partnerships, events, and executive director of the Heartland Summit, the nonprofit organization’s flagship event. J.T. Geren, director of strategic communications, has been promoted to vice president of communications.

In her dual role, Cupp will oversee the Heartland Summit, which convenes policymakers, investors, entrepreneurs, and business leaders “to position the heartland at the center of national dialogue on innovation and growth,” according to a news release. “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.”

In 2018, Olivia and Tom Walton co-founded the Heartland Summit “to kick-start economic growth and help change the narrative about the middle of the country” – both of which are part of Heartland Forward’s mission, the release shows. “The summit is a forum for frank conversation about our shared challenges, creating positive action and strengthening connections.”

The 2025 Heartland Summit brought together more than 350 leaders in Bentonville. The event included multiple announcements, such as 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, and a new STEM-focused university that will be established at the former Walmart Home Office.

“The heartland is entering a new era, and Heartland Forward is championing our region’s right to win,” Cupp said. “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.”

In Cupp’s previous role, she led private giving initiatives and expanded the organization’s network of supporters. Before joining Heartland Forward, she served in leadership roles at the Runway Group, Tyson Foods and The Herald Group in Washington, D.C. A Missouri native, Cupp began her career in the Kansas City, Mo., office of U.S. Sen. Kit Bond and later managed campaigns and efforts for the Institute for Legislative Action at the National Rifle Association.

In Geren’s new role, he will work to develop and implement Heartland Forward’s communication strategy. He’ll oversee branding, public relations, media relations and digital communications. He will also lead public policy engagement and initiatives on Heartland Forward’s three impact areas of regional competitiveness, talent pipeline, and health and wellness.

“Heartland Forward strives to be the go-to source for news, policy and research in the heartland,” Geren said. “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.”

Before joining Heartland Forward, Geren 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 the University of Arkansas. Geren has lived in Alabama, Arkansas, Kansas, and Mississippi.

“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.”

According to the release, Heartland Forward is on track to generate $500 million in economic impact in the heartland by 2030. The heartland comprises 20 central U.S. states, including Arkansas. Heartland Forward has 20 employees, 19 of whom are in Northwest Arkansas.

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