About Lori

I’m a marketing executive who still likes being close to the work. I think in strategy, I check the data, and I don’t consider a plan finished until it shows up in leads and revenue.

I started on the web team at the Los Angeles Kings in 2002, updating the site daily, building email campaigns and photographing games. That job taught me that good marketing is equal parts storytelling and systems.

Over the next two decades I led digital marketing for national behavioral health providers, where I managed SEO across hundreds of websites, built teams of writers, designers, developers and media buyers, and helped bring in 40 to 50 percent of client acquisition and revenue. I’ve since served as a CMO and director of marketing for B2B and healthcare companies, consulted for the NHL Players’ Association, and taught digital marketing for edX.

Today I lead marketing for Hockey Finder in Minneapolis and work with a small number of organizations as their fractional CMO.

How I work

  • Data before opinions. I start with what the numbers say, and when the data is missing, fixing the tracking comes first.
  • One message everywhere. Ads, website, email, social and sales should all say the same thing to the same people.
  • Teams that outlast me. I mentor, document and train so your people can run the plan on their own.
  • Plain reporting. Leadership gets a short monthly report on leads, customers and cost, not a pile of vanity metrics.

Career

  • 2023 to presentDirector of Marketing and Player EngagementHockey Finder, Minneapolis
  • 2023 to 2025Lead Instructor, Digital Marketing BootcampedX
  • 2022 to 2024Digital Marketing ConsultantNHLPA, Toronto (remote)
  • 2022Director of MarketingOrange Tree Employment Screening, Minneapolis
  • 2021 to 2022Chief Marketing OfficerThe Ridge, Healthcare Venture Partners (remote)
  • 2020 to 2021Marketing DirectorEvolve Treatment Centers (remote)
  • 2016 to 2020Internet Marketing DirectorClearview Treatment Programs (remote)
  • 2015 to 2016Senior Marketing ManagerThe Bernard Group, Chanhassen
  • 2010 to 2015Vice President, Internet Marketing and CommunicationsElements Behavioral Health (remote)
  • 2004 to 2010Senior Manager, Internet MarketingCRC Health Group, now Acadia Healthcare
  • 2002 to 2004Web CoordinatorLos Angeles Kings

Women’s sports and community

  • Board member and secretary, Women’s Hockey Association of Minnesota (2019 to 2022, 2024 to present)
  • Consulting member, PWHL Fan Advisory Network (2024)
  • Board member, Los Angeles Chill Hockey Club (2006 to 2012)

Education

  • MA, Communication and Leadership Studies, Gonzaga University, with a certificate in Intercultural Communication and International Media
  • Certificate in Data Visualization and Analytics, University of Minnesota
  • Certificate in Marketing and New Media, UCLA
  • BA, Advertising and Digital Imaging, Brooks Institute of Photography

Tell me where marketing is stuck.

Book a 30-minute call. You’ll leave with at least one thing to fix this quarter, whether or not we work together.

Book a strategy call

Or email digitalmarketinglori@gmail.com