Will Jordan
Pronouns: He/Him/His
A onetime trainee philosopher and aspiring artist, it’s hard to say when Will’s life took a turn. But he remembers a moment when, as an intern with a research company in London, one of his surveys sparked a national debate after declaring “red trousers” a “fashion faux pas.” He was hooked.
Within a few years he had turned his focus towards more pressing topics, offering strategic guidance for Democrats looking to refine and target their message (he still advises clients against wearing too much red). Since joining GSG in 2017, will has honed skills as a strategist working for clients at all levels from the local to the national.
In 2020, he helped Priorities USA and NextGen America develop messaging strategies to defeat Donald Trump. In 2022, he helped inform battleground strategy for the DCCC and worked with the DSCC IE to provide critical support to Catherine Cortez Masto, winner of the cycle’s closest Senate race. And in 2024, he was proud to lead research that helped re-elect Sen. Jacky Rosen in Nevada and inform Kamala Harris’s presidential campaign.
He has helped clients win elections down-ballot with unconventional challenges and unique coalitions, like Comptroller Brad Lander’s primary win in NYC’s first ranked-choice-voting citywide election, Sen. Ed Markey’s upset victory against a Kennedy in Massachusetts, Denver Mayor Mike Johnston’s two-round victory in a crowded nonpartisan open-seat race, and the successful effort to oppose open primaries in Nevada’s Question 3 despite a 9-to-1 spending disadvantage.
Will continues to be fascinated by and engaged with the deeper trends of American politics, as well as methodological experimentation in polling. He has become a go-to consultant for researching media consumption trends, working with clients such as Google, the DCCC, and digital creative agency DS Political. In this research he employed traditional research methods alongside ambitious large-scale surveys and randomized control trials to measure the impact of different paid media approaches.
Originally from Bakersfield, California, Will holds a BA in philosophy from King’s College London and an MPA from Columbia University. He lives in Petworth, Washington DC with his wife, Nicola, and daughter, Joni. When not working or parenting, he can be found cooking, running, and spending too much time on X/Twitter (@williamjordann) or Bluesky (@will-jordan).
