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Lisel Welden  

VP of Brand Marketing at Lyft

As a strategic marketing professional with +15 years of global brand marketing experience, I have demonstrated a knack for developing deep consumer connections with the brand. In my current role, I lead all global retail marketing efforts for Nike’s Men’s Training category. I use a collaborative leadership style to lead global teams through strategy development, channel marketing efforts, digital commerce alignment, creative development and social media integration.

I love the creative process and the magic that happens when talented people mix ideas with a passion to connect with consumers. My leadership role in Nike’s Black History Month activation resulted in a premier energy marketing execution rooted in history and committed to youth. It started with a desire to make an impact in the community and led to a cross-category program uniting the Jordan, Converse and Nike brands in the production and promotion of creative, inspirational product. Though small in terms of revenue, the program’s true significance is best measured by its ability to foster an authentic relationship between our brands and the community.

I have been a key contributor in a number of other innovative marketing programs at Nike. I am particularly proud of my work leading the launch of the Fitness Dance campaign that included an interactive music video featuring Rihanna. And as a Marketing Associate, I worked on Joga.com site, Nike’s first social networking community. Launched in 2006, Joga.com was an industry-first platform that allowed more than 2 million soccer fans around the world to connect with each other and the brand.

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