liz
goodin

In marketing, constraints are where the interesting work starts; a brief with no limits and no deadline is usually a brief with no direction. My job, in every role I've held, is to look at what is available, size the opportunity, and build a plan that gets there without burning the budget on the approach. Brand is the sharpest tool in that process, but it's never been the only one.

I started in PR and media relations, pitching storylines, ghostwriting on behalf of attorneys on legal trends, and learning early that precision and credibility are not negotiable, whether or not your name is on something. Moving into creative production and brand development raised the stakes; directing Le Creuset's first global integrated campaign is not the kind of work that leaves room for soft briefs or vague success metrics. At Thesis I added channels and scale: email, CRM, SEO, digital, push, apps, and partnerships, alongside a team that grew to 25 people and a client portfolio north of $15M. At BCG I learned to build programs that hold up inside one of the most complex organizational environments in professional services, navigate matrixed enterprise structures, and move work forward without direct authority. Each move added a capability the last one couldn't teach.

I learn things by doing them and love sharing what I find. When AI tools started reshaping how marketing work gets produced, I tracked the tools as they shipped, built my own workflows, and traveled to participate in offsites and a hackathon. I built this site from scratch in Claude Code for the same reason: recommending tools I haven't used is not something I'm willing to do, and understanding something from the inside changes how you talk about it.