Elizabeth CarpenterBrand strategy & activation
A clear position. A shared direction.
A positioning strategy connecting audience, proposition, evidence, channels, and a leadership approval decision.
Review the strategy case ↗Leadership profile / Elizabeth Carpenter
Marketing leadership.
Creative judgment.
Accountable delivery.
I bring 14 years across agency, aerospace, technology, healthcare services, and mission-driven work. My University of Maryland MBA adds a business-wide perspective to that experience. I connect strategy and customer insight with investment decisions, cross-functional leadership, and the operating discipline needed to deliver.
- Leadership focus
- Business strategy, financial judgment, analytics, leadership, operations, and customer insight
- Working style
- Cross-functional leadership, clear priorities, evidence-led decisions, and hands-on production
- Background
- MBA · Journalism · Prosci Certified Change Practitioner
Falls Church, Virginia
01 / MBA-informed business leadership
Connect marketing decisions to business priorities.
Business strategy
I connect the audience, competitive context, and value proposition with an activation plan. The positioning case shows how a strategic recommendation becomes a shared direction for marketing and leadership.
See the strategic choices ↗Financial judgment
My account work connected media spending, acquisition costs, and pacing with recommendations. When reporting sources disagreed, I helped surface the attribution issue before treating a budget reallocation as the answer.
See the investment decision ↗Analytics & decision-making
I interpret what a measure establishes, what it leaves unresolved, and which decision it can support. That means distinguishing platform conversion events from customers, and reported performance from causal impact.
See the measurement context ↗Cross-functional leadership
At Refuel, I connected client leadership with creative, media, analytics, and event teams. Recurring executive reporting and account follow-up made priorities, questions, and responsibilities visible.
See the leadership remit ↗Operations & execution
I stay with the work after the recommendation. The account record connects reporting with content approvals, scheduling, spend tracking, and technical follow-up. My marketing-function framework extends that discipline into briefs, review ownership, and quarterly priorities.
See the documented follow-through ↗Customer & market insight
The employer-program case distinguishes the organization evaluating a service from the employee considering participation. The proposition addresses both organizational relevance and individual understanding.
See the audience decision ↗02 / Professional evidence
Explore the decisions behind the work.
Account direction & reporting
Performance into the next decision.
Account leadership and recurring scorecards for client executives and two board directors, with reporting examples and documented follow-through.
Review the reporting case ↗Program proposition & enablement
A complex service, a clearer story.
Employer-facing program communication that addresses organizational value and participant understanding.
Review the program case ↗Executive & employee communications
Clarity through enterprise change.
Communications experience across aerospace transitions, with illustrative executive and employee writing.
Review the communications case ↗03 / How I work
Set the direction.
Stay close to the delivery.
I help teams turn a large, ambiguous goal into a clear set of decisions: who we need to reach, what we can credibly say, what to make first, and how we will know whether it is working.
I value long-term ownership, direct collaboration, and a practical balance of strategic planning and hands-on execution.