top of page
IMG_7788_edited.jpg
IMG_2128.jpeg
IMG_2128.jpeg

Liz Hummel, LEED AP ID-C, CPD           

Dynamic, Flexible, Experienced Trainer, Speaker, Writer & Educator with In-Depth Knowledge of Marketing, Branding, Human Behavior, & Go-To-Market Strategies.

Areas of Expertise: Motorsports, Life Sciences & Start-Ups

Email:

LetsTalk@InsideCultureStudio.com

Address:

Greater Worcester

LinkedIn

I am a hands-on, award-winning Creative Director, Marketing Project Manager, and coaching professional with over 20 years supporting companies’ marketing project portfolios and executives' strategic goals.

​I self-identify as the sales, project management, and marketing equivalent of a Swiss Army Knife. Elegant in its efficiency. Flexible and capable of multi-tasking or mono-tasking in sequence. Capable of celebrating wins (Corkscrew) as well as digging out solutions (Penknife) with equal aplomb. In seriousness, I have 20 years of experience in creative direction and marketing, from product launches to digital campaigns to brand development to face-to-face marketing. My projects have won awards in event and retail design, financial marketing, tradeshow marketing, and museum and kiosk campaigns.

Work Experience

JAN 2023 – PRESENT

INSIDE CULTURE STUDIO

CREATIVE DIRECTOR 

Direct development and execution of creative strategies to help brands boost brand voice and direct marketing efforts to enhance sales. Implements all aspects of the agency’s service offerings, including social media and PR execution, persona development, and content generation for print, digital, and video. Delivering engaging presentations to clients and stakeholders, conveying project progress, results, and proposals.

​​

Roles at this Company include:

​

- BELLE BOX CO.  

FRACTIONAL SALES & MARKETING DIRECTOR-

  • 10-hour-a-week contract role in which I am supporting this woman-owned small business’s blog, linked-in campaign, and Shopify site.

  • Responsibilities included:

    • copywriting for blogs and articles

    • persona development

    • web programming

    • email campaign development

​

- KNARRTEK

FRACTIONAL MARKETING MANAGER -

  • Sprint-paced contract role in which I supported this small SaaS company

  • Implemented:

    • a new comprehensive marketing campaign

    • a new website 

    • copywriting

    • brand refresh

    • graphic design

    • LinkedIn presentation refresh

​

-EBRIDGE MONTESSORI SCHOOL

FRACTIONAL MARKETING & GRAPHIC DESIGNER- 

  • 30-hour-a-week contract position. In this role I conceived, designed, and executed marketing efforts for a small, growing private school.

    • Responsibilities included:

      • overhauled the website to match current offerings

      • refocused Google Ads and SEO to reflect their new elementary program.

      • implemented a CRM

      • executed a database buy

      • designed and executed email marketing program.

      • redesigned print media for postcards, brochures, and flier campaigns.

OCT. 2023 – FEB2024

SANDLER TRAINING

STRATEGIC SALES & DEMAND GENERATION

 

  • Creation and execution of new business development plans from setting goals through market demographics to developing a sales cookbook.

  • Executed both demographic and ABM-based demand generation efforts.

  • Managing, maintaining, and segmenting CRM for sales and marketing.

  • Defined and tested new business outreach cadences.

  • Created content for account-specific Calls- to -action and sales pitches.

  • Integrated sales databases and marketing automation to integrate localized new business initiatives with corporate marketing goals.

  • Grew client outreach by 800% over the prior year in the first 90 days, qualified over 500 new contacts to the database and developed two specific market segments to parse future databases/ sale initiatives.

 Note: Position was eliminated.

2002 — 2023

Image 4

VP Creative OPS & Creative Director 

Delivered executive leadership support in planning and management of core operations, marketing, and sales. Led a

high-performance team of 20+ craftsmen, creatives, project managers, content developers, and installers.

Note: I advanced through several roles at Image 4 over the 20+ years I worked there.

  • Administered performance assessments provided developmental feedback to enhance team skills and productivity.

  • Established and managed a team of creatives who consistently produced award-winning design projects

  • Devised and deployed quality control practices to ensure strict conformity to industry norms, regulations, and

  • methodologies.

  • Supported training on new products and training for new hires

  • Managed internship and cross-departmental training programs​

  •  Developed and deployed trailblazing product initiatives to speed the selection of architectural graphics and decorative panels, “I4Studio” customized library of architectural solutions

  • Developed and Deployed “Digital Storytelling,” a digital SAS + Hardware Content/Signage system geared towards small financial institutions and museums

​

  • Creative Project Manager | (2010-2017)

    • Managed 1800+ national projects per year with varying sizes and ranging from 3 to 1000 deliverables per project.

    • Managed and/or designed  10-20 architectural and branding projects simultaneously

    • Managed rebrand IPO rollout for public utility

    • 300+ retail launches for banks and franchises, as well as numerous museums, tradeshows, events, and a cruise ship.

  • Customer Service & Sales Representative | (2001-2010)

    •  Managed business portfolio with annual sales worth $1.7M+.

    • Created proposals estimates and provided specification assistance to secure additional sales worth $2M+ for the wider sales team.

    • Surpassed KPIs for sales while managing 20 to 30 concurrent projects.

Volunteer Work

New England Financial Marketing Association, Committee Member, Board Member and President 

Retail Design Institute, Board member, Boston Chapter Helped organize events and did student portfolio reviews.

Exhibit Designer and Manufacturers Association Developed standards for qualifying and authenticating vendor partners in the association.

​

Education

projected completion 2028

PhD. | Acupuncture 

Massachusetts School for Pharmacy & Health Sciences

4 year program diving deep in Traditional Chinese Medicine including Acupuncture, Eastern Philosophy, Herbal Treatments, Body Work, and Wellness.

Areas of research focus are neurodivergence and touch-sensitive populations,  brain-body integration, and performance-focused flow states 

completed 2005

Certificate | Executive Coaching 
University of New Hampshire

Communication & HR-focused program developing skills in helping people live their best work lives.

 Focused on developing skills to help teams bridge differing work, performance, and communication differences

completed 2004

BS | Medieval Studies

Art & Architecture
University of Mary Washington

Focused research on medieval legal and religious manuscripts.  Spoke internationally on how these documents created authority structures in both literate and illiterate populations through 8th-10th century Britain and Ireland.

Developed working language knowledge of early modern German, Latin, Modern Irish, Middle English, and Modern Academic French.

Creative Direction & Design Awards

​

  • Winner: NEFMA Best Branch Refresh (2021)

  • Winner: NEFMA Best Brand Activation (2021)

  • Runner Up: NEFMA Best Branch Refresh (2021)

  • Runner Up: NEFMA Best Branch Design (2021)

  • Silver Winner in “Brand”, (Dime Bank), Financial Marketing Awards (2017)

  • Bronze Winner in “Loans”, (Dime Bank), Financial Marketing Awards (2017)

  • Award of Merit, “UnBuilt Concept” (Bayonne Community Bank), NEFMA (2016)

  • Gold Winner in “Brand”, (CapCom Federal Credit Union), Financial Marketing Awards (2015)

  • Award of Merit, Financial Branch Interior (Dean Bank, Bellingham, MA), NEFMA (2015)

  • Fab 50 (Top 50 Event Fabricators in the US), Event Design Magazine (2014, 2015)

  • Top 50 Retail Design Firms, VM+SD Magazine (2014, 2015)​​​

  • Best Pop-up (Retail) Environment, Event Design Magazine, (2012)

  • Gold Award, Exhibit Design, MOD, Modular Exhibit Design Awards (2010)

  • Silver Award, Exhibit Design, MOD, Modular Exhibit Design Awards (2009)​

Certifications

Brain Gym Kinesiologist, Breakthrough International, 2024

Bronze and Silver Certifications Sandler Sales Training, 2008,2023, 2024

Certified Project Director, Center for Project Innovation, 2023

MSF Level 2 Driving Instructor, Motorsport Safety Foundation, 2020

LEED AP ID+C, Nexus Green Building Center of Boston, 2009

IMG_3837_edited.jpg
bottom of page