Sheila Lothian Email Address

Global Director, Customer Engagement and Advocacy

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For over 20 years, I have been helping businesses to build and refine the machinery through which they communicate with, engage, and compel action from their prospects and customers. I tell stories about products that make people want to buy them. I view, practice and evaluate the art and science of marketing from a deeply customer-centric perspective – the fortunate consequence of formative years spent in the down-and-dirty world of direct response copywriting, where the success or failure of your work is immediate, unambiguous, measured in real dollars and cents, and almost entirely dependent upon how well you understand and are able to stimulate the triggers that drive human behavior. "Why am I here?" "Why should I care about this?" "How is it going to solve my problem, relieve my pain, or make my life better?" Those are the questions customers ask -- automatically and instantaneously, consciously or otherwise -- of any piece of marketing they encounter. And they are the questions I work backwards from and seek to answer in every piece of marketing I am tasked with creating or impacting, be it: •The strategy, positioning and messaging framework that undergird a product and give structure, cohesion and direction to the narratives built around it •The thought leadership, lead generation and promotional content that engages a prospect’s or customer’s imagination and curiosity, and moves them to take an action that brings them closer to a product •The enablement collateral that empowers a sales team to tell a product’s story and illuminate its benefits in a clear, compelling way … or any of the countless projects I have owned, collaborated on or overseen the execution of throughout my career.