Summary
Overview
Work History
Education
Skills
Timeline
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Lissa Engleman

Grand Rapids

Summary

Experienced executive with 20+ years of expertise in strategic brand development and marketing leadership. Adaptable skillset built from well-rounded professional experience in advertising agencies, in-house marketing departments, and professional consulting. Wealth of industry knowledge from years of strategic marketing leadership for Retail, Not-for-Profit, B2B, and Consumer brands.

Overview

14
14
years of professional experience

Work History

Co-Founder, Chief Strategy Officer

Wit & Craft
01.2015 - Current
  • Lead client brand initiatives, from discovery and research through USP development, brand architecture, and strategic brand positioning that drives competitive advantage.
  • Partner with founding leadership to shape and execute the firm’s strategic vision through planning, market analysis, and service development.
  • Direct cross-functional collaboration across strategy, creative, and client service teams to bring brand insights to life through compelling identities, messaging and campaigns.
  • Advise clients on market positioning and growth strategies, using data and insights to support brand elevation.
  • Develop integrated marketing strategies across channels to boost brand awareness, engagement, sales, and business performance.
  • Serve as a thought leader for clients and internal teams on branding, market research, message strategy, and audience insights.
  • Monitor industry and competitive trends to inform client strategies and evolve agency offerings.
  • Establish metrics and reporting frameworks to measure the impact of brand and strategy initiatives on client outcomes and agency growth.

Brand Director, RecogNation

Baudville Brands
01.2015 - 06.2016
  • Directed a comprehensive rebrand of an acquired core business unit into a stand-alone digital employee recognition and engagement platform that fit within the overall corporate portfolio.
  • Defined strategic brand positioning based upon USPs and audience insights, developed long-term brand plans and strategy to drive brand alignment and consistency.
  • Led the development of messaging that reflected the brand’s values across marketing campaigns and internal and external communications.
  • Managed external agency partnerships and deliverables to ensure the brand vision was activated consistently through every touchpoint and initiative.
  • Identified key metrics and reporting to guide smart, data-driven decisions that moved the brand forward.
  • Developed strategic initiatives and directed cross-team collaboration, aligning teams toward shared goals.
  • Regular monitoring of trends, market research, and competitor activity to stay apprised of the market and steer the brand in the right direction.
  • Helped build a strong internal culture by motivating teams to embody the brand’s values in their work every day.

Vice President, Account Service

Blue Flame Thinking
09.2011 - 10.2014
  • Served as lead owner of client relationships at the Executive level, fostering strong partnerships that aligned client needs with agency deliverables.
  • Advised B2B and B2B2C clients on marketing and business strategies that elevated their business and brand’s success.
  • Leadership of agency account service team across multiple locations.
  • Directed brand strategy and positioning for full agency rebrand after corporate merger.
  • Developed and oversaw client contracts, forecasts, and billing.
  • Created marketing and campaign strategies and plans based on client objectives, target drivers, market influences, and multi-year business strategies.
  • Participated in agency operations as a Leadership team member, partnering with other departmental leaders to build cohesive and collaborative teams across all agency disciplines.

Education

Bachelor of Science - Business Communications

Grand Valley State University
01.1999

Skills

  • Strategic Marketing Leadership
  • Brand Strategy & Positioning
  • Brand & Marketing Measurement
  • Messaging & Marketing Strategy
  • Brand Activation
  • Market Research
  • Product & Retail Branding
  • Customer Segmentation
  • Leadership and People Development

Timeline

Co-Founder, Chief Strategy Officer

Wit & Craft
01.2015 - Current

Brand Director, RecogNation

Baudville Brands
01.2015 - 06.2016

Vice President, Account Service

Blue Flame Thinking
09.2011 - 10.2014

Bachelor of Science - Business Communications

Grand Valley State University

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