Lindsay was the perfect person to help us reinvigorate our strategy using an outside-in, customer-focused approach. Her style and approach were hugely successful in not only developing a successful brand strategy, but also causing the entire leadership team – from CEO to CTO – to rally around and embrace it as our north star for Avalara’s next chapter.
As an early stage startup it's difficult to make space for strategy. Lindsay accelerated our strategic thinking without it becoming a distraction. It's kind of like going for a run every once in a while when you're hard at work in a conference room. We got to take our brains for a run, and it was very energizing. Lindsay applied best practices from big industry to our startup. We got an entire big company marketing consultancy value in one efficient person.
Lindsay is uniquely gifted at taking a wickedly complex consumer value proposition and developing a succinct and compelling brand strategy. Equally as important, she provides a clear and actionable game plan to bring the strategy to life – focused on driving customer acquisition, retention and revenue. Lindsay's disciplined approach, insights, and ability to get in the hearts and minds of our target customers provided extraordinary value.
It’s a big relief for someone who runs a company to have strategic work done by someone who does it so well. Lindsay is very inclusive and has great leadership skills – she got our whole marketing and sales team enthusiastic about doing this right. And her work underscored to me how important it is to take that pause from the day-to-day trenches of business and step back and remember that even though things aren’t always urgent, they are very important.
Working with Lindsay strengthened my respect for the importance of brand, marketing and messaging. It's a pleasure to work with a true marketing expert who cares about both her work product and its impact to our business. By focusing on our customer, and what actually delights them, she got us to a better place; we reached a level of insight that helped to propel exponential and market-leading growth. She's hands down the best we've worked with.
Lindsay helped us understand the questions we needed to ask ourselves and our customers – how to define our product to successfully market ourselves. Her work shifted the tenor of our conversation; now we have a lens to filter our efforts, on the product side and the marketing side. Lindsay's extremely diligent, intelligent, and a great presenter. She really knows her stuff.
Lindsay is very intelligent, insightful, and articulate. Working to reify our ideas and provide more discipline around our customer interviews, she helped us gain insight into our positioning and take our branding to the next level. She’s also excellent at interacting with other subject matter experts – a very valuable skill in a collaborative environment.
Lindsay delivers hard-working brand strategies that fuel business growth. She is a whip-smart strategist with a unique ability to combine data and outside-the-box thinking to unlock a brand’s value as a powerful business driver – and align the entire organization to execute on it.
A top-notch brand builder with broad experience, Lindsay knows brand marketing A to Z. I am absolutely opposed to spin, and Lindsay never tried to promote spin. Good marketing is figuring out how to talk to your customers in a way that helps them understand the benefits that you’re providing – but there have to be true benefits. Lindsay dramatically improved our ability to do that.
As a venture capital firm focused in investing in the world's best consumer businesses, we were looking to create very clear brand positioning that enabled us to stand out in the marketplace. Lindsay was able to help do that – driving a re-branding process that has been enormously successful.
What’s different about Lindsay is that having been on the front lines managing a P&L herself, she brings rigor to brand strategy – something many people consider to be subjective. And this rigor gave me great credibility with the CEO and board, and ultimately helped the whole company grasp the acquisition and our new positioning. Lindsay made me look like a star.
I’ve worked with lots of marketers over the years, and to find somebody who’s really good at tearing apart a fairly squishy and abstract problem and applying a framework and a structure to it is a pretty special skill set. It’s like Lindsay has an engineering approach to marketing. She’s pointed our whole company in a new direction, and it’s invigorating and exciting to have a strategy we’re executing on instead of an ad hoc approach.
What really distinguishes Lindsay is her passion for positioning. Our brand means a lot to us, and it was fantastic to get an external perspective on our positioning from someone with true enthusiasm, rather than some clinical approach. Lindsay is a sharp, strategic thinker and her work was core to our strategy in the business moving forward.
There’s no substitute for experience and Lindsay knows marketing inside and out. We’re a small company and she brought the expertise we needed to improve our marketing strategy. When you work with Lindsay, you get results – not to mention fantastic people skills – she is thoughtful, thorough, very much engaged and accessible.
Because of her background, Lindsay has that general management perspective that isn’t confined to just marketing – she understood my challenges as leader of the organization. She shows up with great executive presence and instills a lot of confidence in a very collaborative way.
Lindsay is passionate about what she does, she’s a good listener, and she’s not afraid to push back which I appreciate. She helped us establish what a newly acquired brand is going to stand for, and that’s impacting how we’re positioning the brand, how we’re communicating the brand to consumers – it’s groundbreaking work.
We sought Lindsay out to help define our marketing plan for the national launch of Starbucks VIA™. Her output was exceptional. The launch of VIA was a smashing success, and Lindsay was integral to that.
From a marketing perspective, Lindsay clearly knows her stuff. But what makes her really unique is her ability to listen to and challenge ideas in a manner that lets you figure out the issue yourself, so you understand it better and internalize it. We’re a startup in a hurry, and in a very small amount of time Lindsay was able to point us in a better direction. She kept us on track and helped us avoid the errors we would have made without her.