Lexie Pérez is a brand strategy, insights leader and culturalist with 12 years of multi-disciplinary experience in advertising, marketing and creative. I help market brands of all sizes and its products to the right people in the right place at the right time, to grow audiences, drive awareness, and sell stuff. I hold a strong belief that a great brand is the sum of interactions experienced by people. I’m motivated by juicy problems, solving business needs with a people-first lens and helping brands blow up in culture.

Experience

Global Planning Director, Disney Parks, Experiences & Products - October 2021 - Present (San Francisco, CA )

Working within the Global Marketing Center of Excellence in Disney’s Parks, Experiences and Products division, as its most senior global planner. I work in the division’s internal agency “Yellow Shoes” where I am defining & shaping strategic planning capability and leading creative strategy & brand planning across Consumer Products, Games and Publishing, a $56.2B retail licensing business. I serve as critical thinker, planner, facilitator and communicator of strategic opportunity at the executive leadership table across variety of LOBs (Parks, Resorts, Special Product Innovation Projects). I serve on big ticket global marketing initiatives and partnerships (LEGO, Givenchy), DEI narratives for the parks and brand development for business units & non profit external partners. I am bridging the gap between brand storytelling, commercial campaigns and brand foundational elements with an audience first, insight driven approach.

Strategy Consultant & Freelance Group Strategy Director - January 2019 - Present (San Francisco, CA)

Full-stack sense maker and pathfinder partnering with companies of all sizes. My projects range from Brand Strategy & Positioning, Workshop Design & Facilitation, Market Research & Consumer Insights to Digital/Social Strategy and Comms Planning. Categories: Sustainability, Web3, Fashion, Retail, Fintech, Gaming, Entertainment, Consumer Goods, SaaS, Food & Beverage, Wellness, Philanthropy, DEI

Strategy Lead, Intel - September 2016 - February 2019 (San Francisco, CA)

Served as global strategy lead at Intel’s internal agency, Agency Inside focusing on Consumer, Gaming, Drones, VR, Corporate Strategy, DEI for brand, experiential activations, digital/social, partnerships. During my time I developed strategy for integrated campaigns including product launches & brand partnerships (NFL, Olympics, NBA, Disney, Coachella, Marvel, Blizzard). I also functioned as consultant and thought partner to various business units to help position Intel technologies and develop deep understanding of audiences through designing qual and quant research.

Global Head of Social & Content, Tough Mudder - September 2015 - 2016 (Brooklyn, NYC)

Built and led a team of specialized social media and content marketers to manifest the brand strategy to social media strategy and campaigns. I was the brainchild behind the brand’s first-ever global brand ambassador and training program with original content. Led my team in collaboration with brand strategy team in the development of go-to-market strategies to expand TM product portfolio and offerings including training guides and content partnerships. Spearheaded measurement models for social and content with monthly / quarterly readouts.

Global Senior Strategist, Big Spaceship - June 2014 - September 2015 (Brooklyn, NYC)

Senior strategist at the intersection of social, brand and creative strategy for Samsung Mobile (Global), Google Maps, Google Play. I also relocated to Seoul, South Korea to open up the agency’s first international office in Seoul to service largest global account.

Supervisor, Digital Strategist, MSLGroup - September 2013 - June 2014 (NYC)

Lead strategist across integrated campaign work for Procter & Gamble

Senior Social Marketing Manager, 360i - January 2012 - August 2013 (NYC)

Development of Coca-Cola’s and Oreo blueprint social and content strategy for launching on Instagram & Tumblr. Author/strategist of Oreo Dunk in the Dark tweet, Newsroom model for Oreo

+ additional 8 years marketing, PR, editorial, TV production experience in NYC