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For nearly two decades, KERRI SCHOONYOUNG has been at the helm of Dept. 11—a strategic digital marketing consultancy that specializes in scalable growth solutions for companies ranging from startups to Fortune 50 organizations. Leveraging this expertise, she founded her newest venture, Seekers Field Guide, a global wellness community that connects seekers with vetted, trusted guides to support their wellness journey. Launched in February 2025 alongside her continued leadership of Dept. 11, Schoonyoung’s entrepreneurial vision transforms wellness into something personal, accessible, and real. Beyond her business ventures, she demonstrates her commitment to meaningful change through her long tenure serving on philanthropic boards such as the Adler Planetarium and Kohl Children’s Museum, as well as current leadership roles on the Woman’s Board of Rush University Medical Center and as an Advisory Board Member for the North Shore Network. An Evanston resident, Schoonyoung brings her passion for community impact to everything she touches—seamlessly blending marketing acumen with a dedication to wellness and philanthropy.
What inspired you to launch Seekers Field Guide after nearly two decades running Dept. 11? It started when I became my own target customer. I was actively seeking wellness practitioners, but the discovery process was completely fragmented and unreliable. Having built my career on solving trust and navigation challenges for businesses, I immediately saw this as a solvable problem that no one was addressing strategically. I decided to build the platform I wished existed.
How did your marketing background shape the way you built Seekers Field Guide? Every decision was informed by nearly two decades of watching what works in building trust at scale. Our practitioner vetting process isn’t just about credentials—it’s about understanding each person’s story and ensuring they align with our community values. I knew people don’t just want options; they want confidence in their choices.
What conversations are you passionate about bringing to the wellness space? I’m passionate about making wellness practical, not aspirational. Through our “We Tried It” series and our podcast, we’re cutting through the noise to have honest conversations about what actually works. Our podcast digs deep into the personal journeys of our global guides and “super seekers,” revealing the real stories behind their wellness paths. The wellness industry needs more genuine human connection—a platform where our guides can share their authentic voice.
What’s one piece of advice you wish you’d received earlier in your career? Your community is your superpower, but you have to invite them in early. For years, I believed I had to polish my vision completely before sharing it. But the magic happens when you let your community co-create with you from the beginning.
What’s the common thread between everything you do? I’m driven by the belief that when you create the right conditions for authentic connection, everything else follows. That’s been true for nearly two decades with Dept. 11 clients, and it’s proving true with Seekers Field Guide.
For more information, visit seekersfieldguide.com. You may also follow her on Instagram @seekersfieldguide.
