Liz Polk Lynch
Albany,CA
Summary
Experienced, strategic, growth and business evolution leader. Repeated success translating customer experience insights into increased revenue and ARR, new logos, new markets, and increased retention. Focused on the big picture and effective at driving short-term growth while building for the future vision. Demonstrated success in identifying and testing new opportunities in challenging and sometimes chaotic environments; driving change in and across organizations; and scaling growth. Data-driven decision-maker who incorporates both qualitative and quantitative inputs. Known as a builder of high-performing teams and a mentor with a ‘one size does not fit all’ approach.
Overview
17
17
years of professional experience
Work History
VP, STRATEGY & GROWTH
WrkSpot
01.2021 - 01.2023
- Led efforts on product market fit, market segmentation (ICP), pricing models and competitive landscape
- Drove 4X MQL plan via cross-channel campaigns, including digital, events, and PR
- Redesigned and re-platformed website to eliminate engineering dependency and reduce time to publish by 7X
- Re-branded to convey evolution from technology-first to approachable & customer-focused.
BUSINESS TRANSFORMATION CONSULTANT
Liz Polk Lynch, LLC
01.2020 - 01.2021
- Drove strategic planning and prioritization for a range of organizations, from SaaS to religious institutions
- Assisted organizations in understanding evolving customer needs as COVID forced sudden change
- Developed product strategies to help a young SaaS tech company transition from sales-led to D2C-focused.
DIRECTOR/GM, GLOBAL ECOMMERCE & DIGITAL BUSINESS
Autodesk
01.2014 - 01.2019
- Promoted to build digital sales capabilities and capacity while continuing to accelerate revenue growth
- Led an international team of 30
- Owned P&L
- Drove global digital revenue increase of 418%, from $49M to $254M in four years
- Owned digital marketing for the channel, including paid, social, SEO, and affiliate marketing
- Led exploration, selection and development of functionality, payments, and localization partners globally
- Exposed and addressed costly weakness in established localization practices that reduced effectiveness
- Increased impact by creating teams and programs to work across the digital customer experience
- Digital Sales Customer Success drove highest retention and lowest churn in the company
- Telesales-supported purchase for customers who needed assistance but not a full sales process, doubling revenues in a single year
- Digital Sales Product Management accelerated digital sales capability time to market by 50%
- Developed Voice of Customer (VOC) program, aligning goals and work across teams and divisions
- Expanded ecommerce into emerging markets, including India, Mexico and Russia, driving incremental revenue and supporting in-country sales activities.
SENIOR MANAGER, GLOBAL ECOMMERCE EXPERIENCE & REVENUE
Autodesk
01.2009 - 01.2014
- Grew revenue more than 500% over four years, from $8M to $49M
- Expanded ecommerce into EMEA and J/APAC
- Established key functions including ecommerce data & analytics, ecommerce CX, digital marketing, and affiliate marketing
- Initiated and led research into Very Small Business (VSB) market, leading to the creation of a cross-functional business unit that successfully expanded the long tail
- Increased website flexibility, SEO effectiveness, and development speed by moving from 3rd party content management to Adobe’s AEM, improving integration across Autodesk sites.
GROUP MANAGER, WEB & ECOMMERCE, QUICKBOOKS
Intuit
01.2006 - 01.2009
- Recruited internally to rebuild and set strategy for QuickBooks.com marketing, merchandising, design, UX, and product
- Increased ecommerce revenue by 42% YOY
- Increased site conversion (to purchase) by 80% through testing, data-driven rollout and customer experience including behavior-based personalization
- Established parallel project management paths to ensure Quickbooks core didn’t dominate at the expense of emerging products
- Directed Payroll.com redesign, improving click-through by 85% and growing revenue by 10% YOY
- Exceeded emerging product revenue plan by 74%.
Education
Executive Education in Marketing & Finance -
Stanford University
MA, Linguistics -
New York University
Publishing Procedures Course -
Radcliffe College
BA, Psychology -
Smith College
Junior Year at the Université de Genève
Skills
- Contract Negotiation
- Forecasting
- Revenue Cycle Management
- Staff Development
Accomplishments
- Revenue growth: Drove Autodesk digital & ecommerce business to $300M+/yr, contributing nearly $1B revenue in nine years. Reinvented Japan digital experience to reflect market needs, increasing revenue by 600% YOY.
- Business transformation: Originated & drove ‘long tail’ research, leading Autodesk to create a Very Small Business (VSB) division. Represented digital in Autodesk’s SaaS pilot. Subsequently led the company in understanding impact of the business model change. Based on deep understanding of evolving ecommerce personas, effectively advocated for differentiated high-touch and low-touch experiences across channels to maximize effectiveness while reducing costs.
Board Affiliation
ASI Controls, San Ramon, CA, 2018-present, Board Director, Provide critical connections, perspective, business strategy to turn around this private digital controls company.
Previous Positions
- Senior Manager, Acquisition, Intuit.
- Senior Manager, Retention, Intuit.
- GM, Dr. McDougall’s Right Foods.
- Director of Marketing, LifeSpring Nutrition (encompassing Dr. McDougall’s Right Foods).
- Senior Manager, Working Assets. Acquisition, usage expansion, retention for affiliate credit card & cell service.
- Owner, Founder & Pastry Chef, Squilley’s Bakery & Pastry.
- Circulation Director, ARTnews Magazine.
- Senior Manager, Circulation, ABC Publications & Fairchild Publishing.
Section name
- Board Director, ASI Controls. San Ramon, CA. 2018-present.
Provide critical connections, perspective and business strategy to turn around this private controls company.
- Board Director & Treasurer, Bounce Back Generation. San Francisco, CA. 2023-present.
Support youth and mental health-focused nonprofit with cash flow analysis and general business strategy.
Timeline
VP, STRATEGY & GROWTH
WrkSpot
01.2021 - 01.2023
BUSINESS TRANSFORMATION CONSULTANT
Liz Polk Lynch, LLC
01.2020 - 01.2021
DIRECTOR/GM, GLOBAL ECOMMERCE & DIGITAL BUSINESS
Autodesk
01.2014 - 01.2019
SENIOR MANAGER, GLOBAL ECOMMERCE EXPERIENCE & REVENUE
Autodesk
01.2009 - 01.2014
GROUP MANAGER, WEB & ECOMMERCE, QUICKBOOKS
Intuit
01.2006 - 01.2009
Executive Education in Marketing & Finance -
Stanford University
MA, Linguistics -
New York University
Publishing Procedures Course -
Radcliffe College
BA, Psychology -
Smith College
Junior Year at the Université de Genève
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