STACIE LYDIA
Senior Integrated Marketer | Brand Builder
Experienced marketing and brand enthusiast capable of seeing the "big picture" and turning strategy into action. Creative problem solver that builds integrated campaigns balancing innovation, insight and quantitative reasoning. Strong leadership and interpersonal skills to facilitate collaboration across departments and agency partners.
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BRANDS I HAVE WORKED WITH
"Marketing is no longer about the stuff you make, but about the stories you tell." - Seth Godin
CV
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June 2024 - Current
VP, BRAND LEAD: UCHealth, Surest, Optum
BARKLEYOKRP - Denver, CO
Accountable for revenue, growth, thought leadership and success of accounts. Develop SOWs and participate in new business development for net new or organic opportunities.
November 2022 - May 2024
GROUP ACCOUNT DIRECTOR: PNC Bank, Visa, Pepsi, The Home Depot
WALTON ISAACSON ADVERTISING - Los Angeles, CA (remote in Denver)
Provided leadership and oversight of internal agency teams and key client accounts targeting multicultural consumers. Provided insight and counsel on executing integrated marketing solutions that meet client objectives. Managed agency profitability and identify organic growth opportunities.
October 2021 - November 2022
SENIOR BRAND DIRECTOR: Premier Members Credit Union, Crocs, Community First Organization
FORTNIGHT COLLECTIVE ADVERTISING - Boulder, CO
Autonomously led client accounts, teams and partners to ensure agency profitability and creative success. A proven leader, collaborator and creative champion. Quickly adapting to learn a new agency approach that accelerates brand momentum, getting clients to creative solutions within two weeks of project initiation.
September 2020 - October 2021
VP, BRAND LEAD: Johnson & Johnson (Kenvue)
DONER ADVERTISING - Detroit, MI
Drive the vision, strategy and roadmap to creative execution across the TYLENOL®, PEPCID® and AVEENO Baby® brands. Managed and inspire internal teams to pursue creative excellence and achieve business goals. Supported healthy client and cross-functional agency relationships while demonstrating strategic thought leadership and digital-first thinking. Identified and pursued opportunities for new business within existing accounts and the larger organization. Managed budgets near $15M annually.
January 2018 - April 2020
BRAND & MARKETING DIRECTOR
PINNACOL ASSURANCE - Denver, CO
Reported directly to the CMO. Spearheaded organization marketing strategies and directed campaign and content activities across paid and owned marketing channels for Colorado's largest insurance carrier. Identified consumer insights that drive purchase behavior. Upheld consistent brand experience in all communications, departments and external vendors.
February 2014 - November 2017
ACCOUNT DIRECTOR: SCL Health (Intermountain Health)
HLK ADVERTISING AGENCY - Denver, CO
Partnered with agency owner to open Denver office and lead SCL Health network account. Led Account Management team and oversaw all client services from advertising and media strategy, audience insight and creative execution in the Denver office. Ensured profitability and proper allocation of internal resources.
April 2011 - February 2014
ACCOUNT SUPERVISOR: Procter & Gamble
THE INTEGER GROUP - Denver, CO
Managed programs across P&G hair color, Kmart and Rite Aid customer teams to convert brand & shopper insights into big ideas that drive consumer affinity and retail sales.
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Awards: Design of the Times Award for Innovation for P&G Clairol
January 2002 - April 2010
MANAGEMENT SUPERVISOR: Jeep, Walmart
GLOBALHUE - Detroit, MI
Led multicultural marketing strategy and campaign development for Jeep, Chrysler, Walmart and US Navy. Spurred brand growth in AACM, HCM and APCM segments through integrated, bilingual campaigns across broadcast, digital, event and retail advertising. Managed client scope of work to determine annual budgets over $8M and personnel allocations.
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Awards: Urban Wheel Awards, Caddy Awards, Latin Marketing Award
MY PROCESS TO CREATING WINNING STRATEGIES
I’m dedicated to understanding brands so I can take their branding and marketing strategies to the next level. Take a look at my process.
LISTEN
Understand organizational goals and strategies to align marketing activities.
Why? Alignment with internal
stakeholders is key to driving organizational success.
ASSESS
Analyze industry & competitive landscape and brand state.
Why? Look for gaps or opportunities to drive brand growth and industry trends to influence strategy.
IDENTIFY AUDIENCE
Understand growth segments. Research brand proposition and customer needs.
Why? The customer is core. Research how to connect the brand benefit in a meaningful way.
DEFINE GOALS & STRATEGIES
Establish a north star to align marketing activities and teams.
Why? Goals contextualize success, strategies align decision making and direction.
EXECUTE
Implement integrated campaign and media tactics.
Why? Execute creative messaging and channel distribution to reach the customer where they are. Strategy is meaningless without great execution.
MEASURE & OPTIMIZE
Establish KPIs and benchmarks for success. Then learn and refine along the way.
Why? Continuously monitor, adjust and extract insights from the campaign data.
LET'S CONNECT!