Lisa Bankston

Work History

Fractional CMO

Lisa Bankston PR, Branding & Digital Marketing

05.2019 - 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

03.2023 - 12.2023

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

08.2022 - 03.2023

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

03.2018 - 05.2019

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

08.2016 - 10.2017

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.
Increased brand awareness by developing and implementing strategic marketing campaigns.

Digital Marketing Director

1800Flowers - Harry And David, Wolfermans, Stockyards

06.2015 - 04.2016

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

06.2014 - 10.2014

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

06.2012 - 06.2014

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

04.2011 - 04.2012

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

02.2008 - 02.2011

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)

12.2006 - 11.2007

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

08.2005 - 12.2006

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)

08.2001 - 08.2005

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)

10.2000 - 04.2001

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

10.1997 - 10.2000

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, e-commerce, and customer service websites for the second largest telecommunications company in the US, which Verizon, the largest mobile provider in the US, purchased.

Summary

Overview

Work History

Fractional CMO

Chief Marketing Officer

Chief Marketing Officer

Head of ECommerce & CRM

Head of Marketing

Digital Marketing Director

Senior Marketing Manager

Corporate Digital Marketing Director

Digital Marketing Director

Director, Online Marketing

Head Of EMEA Client Services

Account Director

VP Client Relations & Analytics

Brand Manager

Product Development Manager/Intl Brand Manager

Education

MBA - International Business Management

Bachelor of Arts - Economics And Business Management - Double Major

Skills

Accomplishments

Work Availability

Timeline

Advisory and Affiliations

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