Lauren Berman has organized PTO fundraisers, helped revamp Newton’s farmers market and organized a “bakery crawl” to benefit small shops. Now that she has assumed the role of the city’s economic development director, she’ll have a bigger hand in supporting businesses here.

“We want to make sure that the experience of opening a business is easy,” Berman said, “and ideally fun and collaborative, and that we have all of the various departments working together with the goal of supporting each of those businesses.”

As director of economic development, Berman will focus on supporting Newton’s existing businesses while making the process of opening new ones easier. 

Berman has been collaborating with Cheryl Lappin, the new deputy director of economic development who served on Newton’s Board of Aldermen and City Council for nearly two decades.

Though Lappin is also new to her position, she said her previous work has taught her the logistics of serving Newton residents and handling local concerns. She said she shares Berman’s excitement to prioritize the small business experience.

“Her hands-on experience with marketing with local businesses is really valuable,” Lappin said, “and I think my understanding of the city and how it works—I think we’re a great partnership.”

A month into their roles, Berman and Lappin have started on projects aimed at spurring business development in Newton. They are creating a database of vacant lots so real estate agents and business owners can find properties more easily.

Berman said she is trying to figure out how she can support Newton’s 13 village centers in ways that are tailored to what they each offer.

“It’s like having a puzzle and pulling in the different pieces,” she said. “It’s exciting.”

Berman grew up in Sudbury, graduated from Tufts University and earned a master’s in marketing from Columbia Business School. She worked as an account manager for Gartner and later became a project manager for IBM.

In 1998, Berman moved her family of four from Cambridge to Auburndale, drawn to the village lifestyle in Newton.

“I loved the idea that we could walk to the grocery store,” Berman said. “
The kids could walk to the library, they could walk and get an ice cream, and as they got older they could take the T to the Red Sox games. So there was so much that I felt Newton had to offer.”

This interest in the village centers and their diverse businesses led Berman to create her own marketing consulting firm, All Over Newton, six years ago. Berman still has an active role in the company as she begins her work in City Hall, a position that pays about $114,000 a year.

“I’ve always enjoyed learning what makes a business tick, how they operate, figuring out what helps them to succeed, and then rolling up my sleeves and turning those ideas into action,” Berman said.

Newton Economic Development Director Lauren Berman and her husband, Doug, attend Marc Laredo’s inauguration on Jan. 1, 2026. Photo by Bryan McGonigle

Berman said she started All Over Newton during the pandemic to help increase foot traffic for local businesses during a time where economic growth stalled. Her strategy was storytelling.

“Everyone has something to offer,” she said. “But it’s sharing their stories and connecting those businesses with the community, and connecting the businesses with each other so that they can collaborate and pursue cooperative events, that then leverage their networks and pull in more people.”

Berman’s start in local marketing was with Massachusetts’s oldest farmers market and a friendship with its overseer, Judy Dore. 

Dore was working in Newton’s Parks and Recreation department when she was given the added task to run a brand-new farmers market in 1991. In 2017, Dore met Berman, who was eager to offer her marketing knowledge to get the market more publicity. 

“She came down, walking with her dog, and she introduced herself to me,” Dore said. “And she said, ‘You know, Judy, I can help you run this market better. I can get more people here. I can give you ideas.’”

Berman helped Dore find diverse vendors, bring in entertainment, create a social media presence and redesign the logo to better represent the market’s mission.

“A lot of people have ideas and that’s it, but they can’t make them happen,” Dore said. “She makes them happen.”

Even though Dore has retired, she and Berman have maintained a strong friendship. Dore said she was glad to hear Mayor Marc Laredo recruited her after he was elected last year.

“I was just so happy,” Dore said. “As soon as he knew he was elected, he called her and grabbed her up before someone else. He’s seen all the work she could do.”

Berman seems optimistic about what she can do for Newton and its businesses.

“My vision is for the businesses that are here to grow and prosper, and that we do such a great job, that businesses are lined up to move into Newton,” she said.

This story is part of a partnership between the Newton Beacon and the Boston University Department of Journalism.