We’re delighted to share that Ashley Owens has joined Coforma as our new Contracts Director. Ashley is a nationally respected force in federal procurement, known for “real talk” and creatively applying human-centered design and UX principles to the acquisition process.
“Ashley has spent her career expanding what’s possible in federal contracts,” says Tyra Blew, Coforma General Counsel. “She wields her skills and knowledge of procurement as a tool for improving equity, access, and impact. Her leadership will help us build lasting partnerships and deliver better services for the people who depend on them.”
After completing her MBA in agricultural business, Ashley held early roles with the US Forest Service (despite being a “total glam girl”) and the Food and Nutrition Service (FNS). While managing research contracts at FNS, she began to wonder how improved procurement practices could bridge the apparent disconnect between what’s written in a contract and what’s actually needed for users.
That curiosity carried her to GSA’s Technology Transformation Services, where she quickly moved into leadership roles, serving as the Director of Acquisition at 18F and later as Acting Executive Director.
Her work helped shape 18F’s acquisition strategy and deepen its integration with digital delivery teams. Most recently, as a Senior Digital Acquisition Strategist within GSA’s Service Delivery team, Ashley worked across agency programs to modernize procurement practices and coach the next generation of digital acquisition professionals.
We recently had the chance to catch up with Ashley and learn more about her next chapter with Coforma.
What first drew you to federal procurement, and how has that path evolved over the years?
I started in procurement out of curiosity—how do things get bought by the government, and who makes those decisions? That curiosity quickly evolved into a passion for reforming outdated procurement systems and culture.
Over time, I saw just how powerful procurement could be as a lever for change and democracy, especially when it’s aligned with technology and peoples’ needs. My path shifted from compliance-driven contracting to shaping acquisition strategies that enable agile digital services and create more equitable opportunities for vendors as it became clear that most citizens interact with their government digitally.
Are there any projects from your career you’re particularly proud of?
Most recently, I’m particularly proud of creating a one-day course based on my User-Centered Procurement teachings. I partnered with Public Sector Network to offer this course to all layers of government. Now, I think I may be motivated to follow the procurement thought leadership playbook and write a book.
What stood out to you about Coforma, and what made you feel like this was the right next chapter?
Coforma stood out because it doesn’t just talk about values—it lives them. The company has a clear commitment to equity, design, and meaningful impact in the public sector. I saw a rare opportunity to work at the intersection of procurement and product, alongside people who care as deeply about inclusion and accessibility as they do about technical excellence. That alignment made the decision easy.
My vision is to build a contract function at Coforma that’s deeply strategic, collaborative, and grounded in our mission. I want us to focus not just on compliance that assists in winning work, but on structuring contracts and subcontracts that allow us to show up fully, deliver excellent outcomes, and make space for underrepresented voices in government technology. I see the team evolving into a true partner in delivery and growth, helping shape how we scale intentionally and sustainably.
What’s something about federal procurement that would surprise most people?
The FAR is not what is stopping most entities from embracing agile acquisition or user-centered procurement. It’s not as rigid as people think. There’s a lot of room for creativity, flexibility, and innovation—it just takes the wherewithal from people and process changes. The FAR has more possibility than constraint when it’s paired with bold thinking and a user-centered mindset.
How do you keep your work people-centered in a field often viewed as procedural?
I start with transparency. I like to say I specialize in tech procurement and real talk! Contracts aren’t just legal documents—they’re the foundation for how we work together. I aim to bridge the gap between policy and practice by translating contract terms into human-centered workflows. Building trust means listening actively, setting clear expectations, and ensuring every stakeholder—internal or external—feels heard and valued.
Then, I constantly remind myself who the work is for. Procurement might feel bureaucratic, but it shapes who gets to build, who gets served, and whose needs get prioritized. I like to say we should always procure with purpose in the public sector. By bringing users—whether they’re vendors, agency staff, or end users—into the process early and often, we can shift the narrative from checkboxes to outcomes. That’s where the real transformation happens.
What do you love doing when you’re not deep in FAR clauses and acquisition strategies?
When I’m not immersed in procurement strategy or contract negotiations, I love slowing things down—spending time with family, going to the beach, attending everything from southern car shows and drag strips to museums, and experimenting with plant-based juicing recipes. I’m also a creative at heart, so I enjoy building new business concepts and brainstorming ways to apply systems thinking to digital procurement (hard to get away from what you love).
