Summary
Overview
Work History
Education
Skills
Volunteer Work
Tools Platforms
Work Availability
Timeline
BusinessAnalyst
LISA BAILEY, MBA

LISA BAILEY, MBA

Vice President Of Marketing/CMO
Minneapolis,MN

Summary

Growth-minded, purpose-driven marketing executive with 25+ years of experience building high-impact consumer brands in wellness, fitness, and sleep. Proven expertise leading omni-channel marketing, scaling DTC and retail performance, and aligning brand storytelling with business results. Former VP at Sleep Number, with $250M+ media budget oversight and a track record of double-digit revenue growth. I specialize in translating vision into action: aligning teams, optimizing media investments, and accelerating revenue across every stage of the customer journey.

Overview

33
33
years of professional experience

Work History

Strategic Marketing Advisor / Interim CMO

LAB Mktg, LLC
10.2024 - Current
  • Focusing on wellness and health tech, brands seeking accelerated growth and brand clarity.
  • Recent engagements include brand refreshes, DTC scaling, customer journey audits, and go-to-market playbooks.
  • Advising purpose-led companies on how to turn mission into measurable marketing performance.

Vice President, Media, Analytics, and Content Strategy

SLEEP NUMBER CORPORATION
01.2013 - 01.2024
  • Directed national marketing strategy, overseeing $250M+ in media investment across digital, traditional, and emerging platforms.
  • Delivered consistent double-digit revenue growth and 50% growth in ROI through omni-channel planning, customer segmentation, and analytics-led optimization.
  • Led integrated campaigns that blended brand storytelling with performance media, increasing awareness and conversion.
  • Developed scalable DTC frameworks and enhanced retail effectiveness through localized, data-informed strategies.
  • Partnered with product, sales, and tech to align marketing with innovation and customer insights.
  • Led performance marketing optimization based on outputs from platforms including Meta Ads Manager, Google Ads, attribution models, and BI dashboards.

Director of Brand Marketing

SLEEP NUMBER CORPORATION
11.2002 - 01.2013
  • Architected consumer-centric marketing strategy for direct-to-consumer high-growth organization with 400+ retail locations, e-commerce and call center selling channels.
  • Spearheaded a comprehensive brand refresh, accelerating growth, driving operational efficiencies, and strengthening competitive position within 12 months.
  • Led $100 million dollar integrated national advertising campaigns, leveraging TV, radio, digital and print.
  • Directed a market-specific growth initiative, leveraging localized development tactics to drive targeted sales expansion growing strategic markets by 150% over 3 years.
  • Cultivated and directed strategic partnerships including external creative and media agencies; expanded distribution partnerships including international adding $50+ million of revenue.

Director of Marketing

NORDICTRACK, INC.
01.1992 - 12.1999
  • Repositioned NordicTrack into a high-growth direct-to-consumer fitness brand through content-driven campaigns that boosted awareness, e-commerce conversion, and retail velocity.
  • Led the transformation of advertising strategy from direct response to retail within 60 days, executing a seamless transition with measurable revenue impact of double-digit growth.
  • Engineered and launched innovative direct mail CRM programs, driving an additional $32M+ in sales revenue through targeted acquisition and retention strategies.
  • Pioneered content-driven campaigns that boosted engagement, e-commerce conversion, and retail velocity.

Education

Master of Business Administration -

University of Dubuque
Dubuque, IA

Bachelor of Business Administration - undefined

Iowa State University
Ames, IA

Skills

Brand Strategy & Storytelling

Volunteer Work

  • St. David’s Center for Child and Family Development, Board of Director
  • BARR Center, Board Chair

Tools Platforms

  • Google Analytics
  • Adobe Analytics
  • Meta Ads Manager
  • Google Ads
  • BI Dashboards
  • Commercial Analytics Models
  • Sprinklr

Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline

Strategic Marketing Advisor / Interim CMO

LAB Mktg, LLC
10.2024 - Current

Vice President, Media, Analytics, and Content Strategy

SLEEP NUMBER CORPORATION
01.2013 - 01.2024

Director of Brand Marketing

SLEEP NUMBER CORPORATION
11.2002 - 01.2013

Director of Marketing

NORDICTRACK, INC.
01.1992 - 12.1999

Bachelor of Business Administration - undefined

Iowa State University

Master of Business Administration -

University of Dubuque

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