My name is Lisa Flosznik. I was once a designer, but have transformed into a versatile marketing leader who enjoys sharing my views on design and marketing best practices. Here's my story.
A creative start
I got my BFA in graphic design at The Art Institute of Boston (now part of Leslie University), and spent the first part of my career as a designer and loved it.
Although I had held internships, I got my real start at Stormship, a boutique design studio in Arlington, Massachusetts. I was mentored by smart business people who were also very, very funny. It made going to work every day very easy.
Through some restructuring, I left Stormship and had an option to take a very junior role as an interactive designer (the new media at the time) or take a full time job at Rational Software to help build out the design department.
I had fears moving to the corporate world. Would it be too boring working for the same "client"? Would it be challenging enough? Realizing it would be dumb not to take on a role which would build out a new function, I joined Rational Software in 1997.
In late 1999, Rational announced that they were spinning off a company called Catapulse, headquartered in Cupertino, California. Wanting to expand upon my skills and live in a warmer climate, I moved to California to pursue this endeavor. I was hired in June, 2000.
Epitome of a startup
Although a startup and small, we had $75M in funding. I built out a team of designers and an account manager. The team developed collateral, we hired an agency to refresh our brand, and gave our site a facelift. We were nimble and would often have breakout wars with toys we got at Target. It was fun.
In November 2000 Rational Software announced the acquisition of Catapulse and once again, I was a Rational employee. With the acquisition, I went from Creative Services Manager to Product Marketing Manager for the products Catapulse was developing.
In February 2003, IBM acquired Rational and my role changed again, but I remained in Marketing. Never really getting up and running, in November 2003, I left IBM and took some time off to weigh the option of designing again.
I developed an identity, stationery, and website to showcase my portfolio. It was called Type 26 for my love of typography (26 letters in the alphabet) and the mark showcased type. The "e" is a "3" and the "t" is actually a cross.
Despite picking up work, I really wanted to get back into marketing, so I started looking. I was hired as Sr. Global Marcom Manager at Symantec. I was officially responsible for marketing communications, not just part of the Marcom department as I was in other roles.
In June 2006, a former Catapulse colleague referred me to Adobe. My combined design background and marcom skills were desirable and the hiring manager wanted to add me to the campaign marketing team. I started working at Adobe in August 2006 as a contractor and stayed there for nearly 8 years holding roles in editorial management, content management, web marketing, and eventually leading testing and optimization.
I started looking into roles where I could oversee broader marketing functions and that led me to startups. I found many companies looking to start their marketing efforts after they had their business development, sales, and product set. Just no marketing. I then realized that startups and smaller businesses alike need help with their initial marketing efforts.
So, I "pivoted" (watch Silicon Valley on HBO) and am now providing design, marketing, and analytics consulting for startups in the Valley. If you're interested in learning more or are in need of an assessment of the effectiveness of your marketing, contact me.