Brand Strategy · Integrated Marketing · AI Ops
Liz
Goodin
I build the alignment that makes good marketing possible, then execute against it. Fifteen years across agency and in-house roles, connecting strategy to programs that move commercial numbers.
About
Integrated Builder. Commercial Strategist.
Anything is figure-out-able. That's how I approach a stalled campaign, a fractured stakeholder group, or a team that's been handed a vague brief and a tight deadline. My job is to make the path forward visible, then build it.
I've spent 15+ years at the intersection of brand strategy, partner leadership, and marketing operations. At Thesis, I scaled the accounts department from 5 to 25+ people, owned a $15M+ P&L, and ran integrated programs for Adobe, Spotify, HP, and Taco Bell. At BCG, I partnered with North America marketing leadership on GTM frameworks, B2B brand activation, and AI-powered workflow transformation. The through-line: complex environments, multiple stakeholders, real commercial stakes.
Education
Furman University
B.A. in Communication Studies
Cum Laude · Greenville, SC
Portland State University
Certificate in Strategic Organizational Management
Center for Executive and Professional Education
Experience
Where I've Worked
Boston Consulting Group
One of the world's most demanding professional services firms, where marketing operates at the intersection of intellectual rigor and commercial impact.
Integrated Marketing Director
2024 – 2026Partnered with North America marketing leadership on GTM strategy, B2B brand activation, and AI-powered workflow transformation. Senior individual contributor embedded in a commercially critical function.
Thesis
Independent integrated marketing agency serving enterprise and growth-stage brands. Clients included Adobe, Spotify, HP, and Taco Bell.
Head of Accounts
2019 – 2024Grew from Account Manager to Head of Accounts over nearly eight years, scaling the department 6x and building client leadership infrastructure from the ground up. Owned a $15M+ P&L and directed integrated marketing for enterprise clients.
Account Manager
2016 – 2019Managed senior client relationships and drove integrated programs across the agency's largest accounts.
FerebeeLane
Strategic brand consultancy specializing in premium consumer brands.
Senior Account Manager
2014 – 2016Directed integrated campaigns for premium consumer brands. Led Le Creuset's first international campaign across 30 countries and 20 languages; the launch delivered 59% YoY sales growth in 2015.
Hughes Agency
Full-service agency with a national client roster spanning consumer, B2B, and institutional categories.
Account Executive
2010 – 2014Managed senior client relationships and directed national campaigns. Early career foundation in integrated campaign execution, media strategy, and client leadership.
Dress for Success Oregon
Portland nonprofit advancing workforce equity for women. Built a volunteer marketing department from scratch and launched WorkWell, a coworking space serving the organization's clients and community.
Board Member & Marketing Chair
2024 – PresentLeads marketing strategy and brand repositioning. Built a volunteer marketing department from scratch and launched WorkWell, a coworking space serving the organization's clients and community.
Life Outside Work
Beyond the Office
Chasing the Unfamiliar
Travel & CultureNew places, new food, new ways of doing ordinary things. Travel isn't a reset for me; it's a reminder of humanity's similarities and differences, and that most problems have more than one solution.
1,000 Pieces at a Time
Jigsaw PuzzlesThere is something deeply satisfying about a problem with exactly one right answer. Puzzles are the antidote to ambiguity; I return to them whenever the workday has had too many shades of gray.
Making Things by Hand
Arts & CraftsPainting, carving, printing, whatever the project calls for. Creativity that has nothing to do with a brief is some of the best creativity there is.
Dress for Success Oregon
Women's EmpowermentI serve on the board and chair the marketing committee. We help women in Portland build economic independence. It's the most concrete application of my skills outside of paid work, and the work that grounds everything else.