Lisa Bankston-Chicago, IL 60604
-
ACCOMPLISHMENTS
• Qwoted Top 100 PR Marketers
Results-oriented achiever with proven ability
to exceed targets and drive success in fastpaced environments. Combines strategic
thinking with hands-on experience to deliver
impactful solutions and enhance
organizational performance.
SKILLS
• Stevie Awards (Yobi) - Best Use of AI and Machine Learning
• 111 Hawaii Golden Shaka Awards
• Forbes Main Street Awards - Missouri Star Quilt Company
• Gold Magellan Travel Award winner for best website redesign for a hotel: Lotus
Honolulu Hotel and Best Social Media Campaign (#findaloha)
• Magellan Travel Award winner for Travel Agent website design for Aqua
Hospitality
• MCI All-Star Award
• Revenue Growth
• Johnson & Johnson Finance Company Employee of the Year
• Brand Awareness
• Technology Strategy
• GTM Strategy
• Marketing Strategy
• Public Relations
• Web Optimization
• Lead Generation
EDUCATION
MBA
International Business
Management | The George
Washington University | Washington,
DC, Costa Rica
Activities: International Business Department
Academic Fellow, Environmental and
Strategy Department Research Assistant
• Study Abroad: Costa Rica, International
Regional Marketing
Bachelor of Arts
Economics And Business
Management - Double
Major | Johnson C. Smith
University | Charlotte, NC
WORK HISTORY
FRACTIONAL CMO
Lisa Bankston PR, Branding & Digital
Marketing | Remote
MAY 2019 - CURRENT
• Assist start-ups and high-growth organizations in developing comprehensive,
strategic, and integrated marketing plans. This includes performance channel
marketing, influencer marketing, email marketing, building and optimizing
websites, creating and enhancing website content (SEO), establishing key
performance indicators (KPIs), and setting up web analytics tagging and
reporting.
• Develop full-year and seasonal digital media strategies and optimization plans
for clients, taking a consultative approach to identify business challenges,
needs, and opportunities for improvement.
• Manage media relations and conduct competitive analyses. Establish and
implement a multi-channel communication strategy, preparing and overseeing
all communication materials.
• Cultivate a consistent brand voice and maintain brand integrity across all
platforms for clients. Build relationships with media representatives, influencers,
and community leaders.
CHIEF MARKETING OFFICER
Yobi | Remote
MAR 2023 - DEC 2023
• Responsible for leading PR, branding, go-to-market strategy, and product
optimization efforts for Yobi, an AI Synthetic Agent and communications
platform startup based in Silicon Valley.
• Managed branding campaigns and marketing initiatives across print, video,
web, events, and social media.
• Pitched to media contacts and managed media relations
• Streamlined internal communication channels, fostering collaboration among
various departments within the organization.
• Developed and implemented B2B marketing strategies and comprehensive
communication plans to establish long-term partnerships.
• Utilized market research, specific population demographics, and lifestyle data to
identify target product markets.
CHIEF MARKETING OFFICER
Better City LLC | Remote
AUG 2022 - MAR 2023
• Responsible for leading the marketing strategy for Better City and the Better City
Marketing group, including designing and developing content, creating
advertising campaigns, and overseeing project team performance to achieve
profitable results
• Oversaw the production of brand guides and all marketing templates while
adhering to the company's vision, mission, and values
• Provided leadership and direction for business development, with a track record
of enhancing staff skill sets through training, mentorship, and guidance
programs.
HEAD OF ECOMMERCE & CRM
Honolulu Cookie Company | Honolulu, HI
MAR 2018 - MAY 2019
• Headed online marketing, analytics, eCommerce strategy, and customer service
for a $40M cookie retailer
• Managed 11k SKUs and launched a new e-commerce website and backend
platform, redesigned the website, developed a merchandising strategy, and
made content revisions in English, Japanese, and Korean.
• Executed an SEO and content marketing strategy that led to over 100% YoY
growth in organic traffic.
• Oversaw the redesign of all customer-facing communications and advertising
assets
• Supervised the English and Japanese-speaking Customer Care team, providing
excellent customer service to callers.
HEAD OF MARKETING
Missouri Star Quilt Company | Hamilton, MO
AUG 2016 - OCT 2017
• Spearheaded online and offline marketing and PR initiatives for a $70M fabric
retailer, the most prominent pre-cut fabric merchant in quilting.
• Managed a marketing team and ad agencies, website design, digital
merchandising, email, SEO, paid media, out-of-home, radio, print, video,
mobile, and social media programs, which accounted for 70% of the company's
revenue.
• Managed 28,000 SKUs and developed and executed a strategy for expanding
the marketing footprint and achieving 65% year-over-year revenue growth.
• Oversaw the custom design and launch of a new CMS platform, along with email
customer journey and social media management tools.
• Executed SEO and content marketing strategies to increase organic traffic and
maintain customer retention rates.
DIGITAL MARKETING DIRECTOR
1800Flowers - Harry And David, Wolfermans,
Stockyards | Medford, OR
JUN 2015 - APR 2016
• Led digital marketing for $400M premier gourmet gifting companies Harry &
David, Wolferman's, and Stock Yards, owned by 1800Flowers.com
• Developed feeds and tracking for over 30,000 SKUs, successfully achieving
more than 9x YoY growth in display media programs, 3x growth in non-brand
paid media, and 2x growth in organic search traffic during the FY16 holiday
season.
• Conceived and directed nationally recognized social media campaigns, praised
by Chain Store Age, Mobile Commerce Daily, and Internet Retailer.
SENIOR MARKETING MANAGER
Amazon | Seattle, WA
JUN 2014 - OCT 2014
• Initially hired to manage digital marketing strategies and merchandising for the
new Amazon Fire Phone, which was discontinued shortly after my start date.
• Managed product merchandising within the Kindle devices division, including
upgrade launches of eBook and streaming devices.
• Developed and directed the go-to-market strategy for the Fire TV Stick, which
became the#1 streaming stick in the market after its launch.
CORPORATE DIGITAL MARKETING DIRECTOR
Aqua Hospitality | Honolulu, HI
JUN 2012 - JUN 2014
• Utilized 'Best in Class' eCommerce technologies and retail strategies to develop
and lead a six-member digital marketing team and web marketing initiatives for
the largest hotel management company in Hawaii.
• Managed a $28M budget and led web direct and brand marketing efforts for 28
hotel properties across six islands of Hawaii and Guam.
• Achieved 30% year-over-year revenue growth and web direct bookings growth
with programs yielding up to 65:1 ROI, while reclaiming 2 points of market share
from indirect channels, reducing overall media expenses by more than 40% year
over year.
• Guided and managed the art direction and construction of 32 websites in just 6
months, increasing indirect bookings.
DIGITAL MARKETING DIRECTOR
JCPenney | Chicago, IL
APR 2011 - APR 2012
• Served as the Digital Marketing lead for Gifting Grace, a startup funded by $17
billion retailer JCPenney that specialized in unique and curated gifts targeted at
women ages 30-54
• Managed a $ 2.5 million startup ad budget for over 11,000 SKUs while
overseeing P&L, driving 1.6 million website visitors to GiftingGrace.com within
the first two months
• Acquired more than 10,000 new customers and exceeded company sales goals
within the first 90 days of launch, delivering 5 million emails across 25 unique
campaigns in three months
• Deployed search engine marketing (SEM) and display advertising programs that
resulted in 330 million impressions, spanning 5,000 ad groups and over 81,000
keywords.
DIRECTOR, ONLINE MARKETING
Men's Wearhouse Corporation | San
Francisco, CA
FEB 2008 - FEB 2011
• Managed the digital marketing budget, eight direct reports, and online marketing
media channel program strategy for six brands (Men's Wearhouse, K&G
Fashion Superstore, Twin Hill, MW Cleaners, Moores Canada, MW Tux)
• Oversaw branding and marketing efforts covering menswear, tuxedo/formal
attire, luxury designer discount apparel, and business uniforms in the US and
Canada
• Spearheaded the selection and implementation of all eCommerce technology,
analytics, promotions, and web merchandising initiatives
• Successfully grew online sales for more than 35,000 SKUs through various
marketing channels by over 500% during my tenure, and was responsible for
programs that enhanced the conversion rate by more than 400%
• Launched the Men's Wearhouse Affiliate Marketing program with Commission
Junction, resulting in a 13:1 ROI and 335% revenue growth between Fiscal
2008 and Fiscal 2010
• Conducted formal RFP processes, selecting and managing more than 10 digital
agencies and technology partners
• Led the transition of the eCommerce platform from Blue Martini to IBM
WebSphere Commerce.
HEAD OF EMEA CLIENT SERVICES
IBM (Coremetrics Division) | Windsor, UK
DEC 2006 - NOV 2007
• Managed the IBM Coremetrics Web Analytics Europe client services office and
oversaw all aspects of web analytics planning, implementation, insight analysis,
and optimization efforts for over 75 major brands, including Harrods, SpaceNK,
El Corte Ingles, Diageo, L'Occitane, Comet, Wehkamp, Littlewoods, GAME, and
QVC UK & Germany for this Forrester-ranked web analytics arm of IBM.
ACCOUNT DIRECTOR
iCrossing - A Hearst Company | Chicago, IL
AUG 2005 - DEC 2006
• Account lead for 19 clients, including Accenture, Nestlé Purina, Alberto Culver,
P&G, Bass Pro Shops, FedEx, and St. Joe Company under the iCrossing digital
agency umbrella.
• Established trusted relationships with key stakeholders by providing consistent
communication and exceptional service throughout the account lifecycle.
• Built a strong rapport with clients through regular check-ins, status updates, and
proactive problem-solving approaches, and exceeded renewals and upsell
goals for the Midwest region.
VP CLIENT RELATIONS & ANALYTICS
Exact Data (Formerly
Consumerbase) | Evanston, IL
AUG 2001 - AUG 2005
• Managed operations for consumer data appending, database management, and
email optimization. Developed marketing strategies, pitch documentation, and
web analytics insights during my time at this boutique digital agency. Clients
managed included Military.com, Tesco UK, O2, and nine other accounts in the
US and UK.
BRAND MANAGER
Light & Wonder Gaming (formerly WMS
Gaming) | Chicago, IL
OCT 2000 - APR 2001
• Managed the specialty licensed product line and the launch of five video slot
machine games, including Monopoly, Jumble, Pictionary, and Hollywood
Squares. This involved software development, creative design, brand licensing,
and fostering partnerships.
• Additionally, I oversaw the product roadmap, training, and promotional
management for this leading manufacturer of video slot machines.
PRODUCT DEVELOPMENT MANAGER/INTL BRAND
MANAGER
MCI WorldCom | Arlington, VA
OCT 1997 - OCT 2000
• Developed packaged international calling services, launched local telephone
services in IL, TX, CA, and PA, and proposed products to determine ideal market
pricing while overseeing the design and development of informational, ecommerce, and customer service websites for the second largest
telecommunications company in the US, which Verizon, the largest mobile
provider in the US, purchased.
ADVISORY AND AFFILIATIONS
• Advisor, Donor 360 (2022 - Present)
• Advisor, Yobi (2021 - 2023)
• Advisor,Bears For Humanity (2019 - Present)
