"A straight line is not the shortest distance between two points"
Mrs. Whatsit, A Wrinkle in Time – written by Madeleine L’Engle
Hi, I'm Lisa.
With most life goals, your plan of attack will look simple on paper - a list of checkpoints and one end goal. But as Mrs. Whatsit quotes, "A straight line is not the shortest distance between two points." As a marketer and advertiser, we have endless options of paths to take - and each path we take is our own. In my path, I've had the opportunity to work in both the fundraising and luxury retail industry, through different aspects of marketing and advertising. Here are the three areas of expertise I can bring to your team:
I started my career in direct mail where I gained more skills than I'd ever imagine. From data segmentation to copy writing, the complexity of wrapping my head around it all was a challenge on its own at times, but a fun one. Many will argue that direct marketing is a dying profession, but it uses many thought-provoking skills that can be applied to many professions such as: post-campaign analysis, data segmentation and extremely detailed timelines. Most importantly of all, it's engraved in my career to always ask, "What went wrong [or good]?" and "How can we do better?"
From Direct Marketing sprouted my love for digital marketing. Email being my current area of expertise. Email marketing came naturally as it is just as data driven as direct marketing, if not more. The fast paced executions and constant testing and analysis allowed me to push out more campaigns in a shorter period of time. But what people don't foresee is that planning a strong digital marketing campaign requires a long-term planning at times, just like direct marketing. Recently, to expand my knowledge and grow in digital marketing, I completed a course on SEO/SEM.
Advertising is the newest addition to my toolbox of marketing skills. It's a challenging shift due to a couple of reasons: 1. industry shift, from philanthropic to retail marketing, and 2. from years of briefing long letters with detailed personalizations for prospects/clients, to short, 3-6 word headlines and ensuring the use of the right image(s) to capture the attention of prospects/clients in a three second window. However, at the end of the day, there is something so satisfying about seeing an ad, publication or billboard staring back at you with the feeling of, 'You made that!".