Lisa Bratkovich

Los Angeles, US

Sam Walton had it right when he said, “There is only one boss. The Customer."

As an established direct marketing executive and thought leader, I have seen how the experience of companies’ current customers can impact their acquisition of new customers. Customer experience can have a significant financial impact on the top and bottom-line, so listening to customers and optimizing their experience is critical.

I spent 13 years at Guthy|Renker, one of the largest and most respected direct marketing companies in the world, with distribution in 68 countries. As SVP of Marketing, I led customer retention marketing and customer experience transformation across all major brands in omni-channel media, focusing on maximising customer lifetime value, increasing customer satisfaction and delivering an exceptional customer experience.

Prior to Guthy|Renker, I held senior-level marketing positions at other successful direct-to-consumer businesses, including Murad, SCI and United States Sales Corporation.

Currently, I’m CEO and principal of Direct Upside Group, a direct marketing and customer experience transformation consulting firm.

I’m also the Board President for the Organization of Women Executives, a board member for Girls in Tech LA, a council member and active speaker for the Forrester Chief Customer Experience Council, a member and active speaker for The CMO Club as well as a variety of other industry associations.

I also love to travel. Anyone have a project in Paris they need help with?!


Key CX Achievements: 
  1. Personally launched Amazon & eBay sales for Guthy|Renker in 2015, dramatically exceeding corporate goals with first-year revenue of $20M.
  2. Drove significant customer experience improvements and utilized outcomes to pioneer new “earned media” strategies which then dramatically improved the acquisition of new customers including increasing Search click through rate, decreasing Search cost per click and increasing site conversion.
  3. Developed the most successful direct marketing programs for United States Sales Corporation which increased response by 87% and profit by 171%.
  4. Managed successful launch of Cindy Crawford’s Meaningful Beauty skin care line as well as Victoria Principal’s Reclaim skin care line for Guthy|Renker.
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