Liz Drayton, MBA
head of strategy // one part zen, one part go-go-go
MEET OUR HEAD OF STRATEGY: Liz Drayton, MBA; (Analytics Enthusiast, Omnichannel Brand Strategist, Traveller of the Road Less Travelled)
LD IN BRIEF: Liz Drayton is a jack of all trades, master of many. She has an extreme passion for learning and adds to her skill set wherever possible. Equally comfortable building financial statements as she is innovating new product ideas, Liz has spent her nearly 15 year career diversifying her knowledge base to deeply understand all aspects of a business.
Liz started her career as a Chartered Professional Accountant, 'cause she wanted to understand the foundation of how companies operate. She then switched gears to brand marketing and strategy where she figured out how to grow the top line. Then it was over to tech and digital to become super metrics and performance focused. Along the way, she has honed her strategic chops so she loves good structure, gets excited by heavenly processes, and thrives by breaking things down to their manageable components.
Liz is X-Google meets X-PwC, she holds an MBA from New York University’s Stern School of Business and a B.Comm from McGill University. She has worked and lived in Canada, China, and the United States. She is an avid and passionate yogi and a 200-hour certified Yoga instructor with the Canadian Yoga Alliance.
INDUSTRY EXPERIENCE: Consumer packaged goods, retail, ecommerce, digital, technology, financial services, investment management, industrial manufacturing.
GROWTH FOCUS: Test, measure, learn, repeat. There are so many levers you can pull to get your message out there and sell to your customers. Thanks to technology, there are more and more of these levers every day. Some will work for you now, some will work later, some won’t work at all. The only way to stay optimized is to test, measure, learn, and repeat and by staying on top of your metrics.
LD'S WORDS TO LIVE BY: There is no growth without (calculated) risk.