I love travel, live music, culinary experiences and spending time with my family and pups A creative at heart, I dabble in painting and enjoy woodworking alongside my husband, crafting custom live-edge tables and meaningful pieces for loved ones I am a proud member of the Daughters of the American Revolution and actively support initiatives that honor and uplift our Veterans
LISA MATTHEWS
Lincolnton,NC
Summary
Strategic marketing executive with extensive experience in the audiovisual, design, and integrated technologies industries. Known for driving brand growth and launching global digital communities, with expertise in digital UX and go-to-market strategy. Proven track record in building cross-functional teams and crafting resonant brand narratives. Eager to leverage skills in brand management to enhance customer-centric experiences and align marketing initiatives with business goals.
Overview
22
22
years of professional experience
8
8
Certifications
Work History
Manager, Digital Communities
AVIXA (Audiovisual & Integrated Experience Association)
05.2021 - 10.2025
- Joined AVIXA to help shape Xchange from concept to launch, leveraging AV expertise and marketing strategy to architect the platform, craft messaging, and position it as the industry’s global digital hub
- Launched and managed AVIXA Xchange, fostering its growth to over 25,000 members and earning two million annual views in three years, exceeding benchmarks
- Led Global Advocate Program, a group of 28 industry experts making up 4% of platform contributors who drove 25% of total content views and established credible personal branding success stories
- Developed and actioned engagement strategies, created onboarding materials, and conducted ongoing community overviews for regional teams and potential sponsors, enhancing community participation and sponsor interest
- Produced live and virtual programming for InfoComm, ISE, and Xchange advocates, which increased community engagement and drove activations
- Implemented sponsorship packages, designed a performance reporting template, and translated analytics into meaningful performance narratives, improving sponsor satisfaction and decision-making
- Remote
Director, Specialty Marketing
Diversified (acquired Technical Innovation 2016)
09.2013 - 03.2021
- Unified six business units under a cohesive brand, leading messaging, website redesign, collateral, events, and trade show strategy, driving 26.3% YoY growth and contributing to $180M in revenue
- Developed an Industry Partner Program resulting in 50% of revenue opportunities stemming from this one lead source; total annual revenue increased 250%
- Unified and repositioned post-acquisition offerings, driving website redesign and marketing collateral that empowered business development teams to promote an expanded portfolio aligned with enhanced brand value and strategic direction
- Collaborated with 13 specialty leaders to launch targeted campaigns and presentations, securing multiple multi-million dollar stadium, mission-critical, and broadcast projects
- Hosted virtual events and curated written and video case studies that boosted global brand visibility, equipped teams with shareable content, and fostered thought leadership, internal pride, and professional growth
- Remote
Director, Marketing & Communications
The AVI Group: Audio Video Interiors, Safety Technologies, Inc., and Environments By Design
08.2009 - 09.2013
- Spearheaded the development of an industry-renowned 10,000 sq. ft. luxury smart home showroom—built within the company’s headquarters—to showcase integrated technologies and design excellence across every room and system of a modern residence
- Partnered with the CEO to recruit and align 30 high-end design and trade partners, creating a seamless, multidisciplinary team that offered homeowners a turnkey experience for new builds and renovations
- Led the planning and execution of high-profile launch events in collaboration with the city’s economic development office, including a ribbon-cutting ceremony with the mayor and targeted gatherings for the Cleveland’s top architects, interior designers, and prospective clients
- Elevated brand visibility through immersive showroom experiences and a curated newsletter spotlighting partner expertise. Crafted compelling case studies and published award-winning projects as cornerstone campaigns meant to drive engagement and lead generation
- Launched an Industry Partner Outreach Program offering LU credits for AIA (Architects), which strengthened industry relationships and created opportunities for collaborative projects
- Served as Chair of the Electronic Security Association’s Sales & Marketing Group, Presenter, Moderator, and Panelist at the Electronic Security Xperience Trade Show, and Webinar Presenter, Consumer Electronics Association
VP of Marketing & AV Systems Designer
Total Audio Video Systems, Inc.
05.2005 - 08.2009
- Designed and maintained the company’s website and digital presence, developing targeted marketing materials for new home builders, buyers, and residential developers, which enhanced brand visibility and contributed to increased business growth
- Led sales and system design for high-end residential projects, delivering innovative smart home solutions by aligning client goals, technical requirements, and integrated disciplines across AV, lighting, automation, and environmental systems
Residential AV Systems Designer
Home Entertainment Design (HED) South
02.2004 - 05.2005
- Designed and proposed custom AV systems for elite clients in entertainment and sports, aligning technical capabilities with lifestyle needs and collaborating with designers, architects, and builders to execute seamless solutions
- Created a company-wide tracking system to monitor project progress and profitability, improving operational efficiency and supporting high-end service delivery across luxury residential installations
Skills
- Strategic Marketing & Branding
- Digital Campaign Development
- Community Building & Engagement
- AV Technology Expertise
- Event Curation & Presentation Design
- Product Positioning & Sales Enablement
Certification
- AVIXA Certified Technology Specialist (CTS)
- Crestron DMC-D Digital Media Certified Designer, Residential & Commercial System Design
- CEDIA Registered Outreach Instructor
- CEDIA: Fundamentals & Advanced Distributed Audio, Design Principles, Home Theater Design
- Online IABM Broadcast Technology V2
- Marketing Association Certified Social Media Associate
- Cambridge Dynasound & Qt Pro Masking Expert
- MechoShade Certification, Black Box Digital Signage Certification, Chief Certified Partner
Interests
AWARDS & RECOGNITION
CePro 100 Best Practices in Sales & Marketing (2x), SAMMY Award: Marketing Integrator of the Year, Employee of the Year: The AVI Group, Circle of Excellence: Diversified
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Manager, Digital Communities
AVIXA (Audiovisual & Integrated Experience Association)
05.2021 - 10.2025
Director, Specialty Marketing
Diversified (acquired Technical Innovation 2016)
09.2013 - 03.2021
Director, Marketing & Communications
The AVI Group: Audio Video Interiors, Safety Technologies, Inc., and Environments By Design
08.2009 - 09.2013
VP of Marketing & AV Systems Designer
Total Audio Video Systems, Inc.
05.2005 - 08.2009
Residential AV Systems Designer
Home Entertainment Design (HED) South
02.2004 - 05.2005