Lisa Cox

My professional journey has been guided by an Elizabeth Gilbert quote that I love: follow your curiosity. I started in design in the outdoor industry over 10 years ago, but I wanted more of a challenge, so I pivoted into packaged goods and started a plant-based ice cream company in 2017. That was at the beginning of the plant-based foods movement, and our value proposition was to have super clean ingredients and natural, all ingredients you could understand, rather than the heavily processed options in the market. While owning a business wasn't a good fit for me, that experience is where my design skills really segued into marketing. I then started doing marketing consulting for D2C startups before pivoting fully into B2B and professional services, where I've been for a while now. Currently, I'm the Director of Marketing at IndieWalls, an art consultancy similar to a design firm. I'm responsible for all the marketing function in a sales-led organization, which means a lot of my work involves creating content for the sales team and helping them have the right assets, from pitch decks to video content about projects. As part of the senior leadership team, I'm also involved in company strategy. I've always been drawn to talking about big ideas and big concepts and connecting lots of separate ideas. I really like marketing because it's creativity, but it's also strategy. You can't just make whatever you think is cool - you have to understand the target audience, the target market, and really tailor for what they need. That duality of creativity and strategy is what really drew me to marketing.