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Elizabeth Carpenter

Marketing strategy / Creative direction / Communications

Clear strategy.
Compelling stories.
Purposeful growth.

I’m Elizabeth Carpenter, an MBA-trained marketing and communications leader. I connect business strategy, customer insight, and creative direction with disciplined investment decisions and coordinated delivery.

Explore selected work Leadership profile ↗

MBA · Prosci Certified Change Practitioner
Falls Church, Virginia / Washington, DC

Elizabeth Carpenter, smiling in a navy blazer against a cream and teal background
Strategic perspective. Creative follow-through.14 years across business, brands & people
Experience acrossAgency & healthcare servicesAerospace & technologyNonprofit & community

The perspective I bring

See the business.
Move the work.

I look at marketing as a business function: where to compete, which customers to prioritize, how to invest, and what the organization can deliver. My work connects those choices with clear positioning, strong creative, and a practical plan for execution.

01 / Selected professional work

Strategy you can see.

Four perspectives on the work: establish the position, guide the investment, build the proposition, and bring people with you.

02 / Campaign scale & measurement

The numbers need
an informed read.

A February 2026 client dashboard shows the scale of the campaign environment behind the strategy and reporting.

$496,471Media spend represented in the monthly dashboardFebruary 1–28, 2026 ↗12,816Platform-reported conversion eventsCampaign activity, not verified customers ↗$38.74Reported cost per conversion eventSpend ÷ reported conversion events ↗

Source: February 2026 media dashboard. These are client-program figures, not a claim of sole attribution. My contribution was account leadership, interpretation, and recommendations. The case study explains the distinction between platform activity and downstream business outcomes.

03 / Business perspective, applied

Creative judgment.
Business discipline.

My University of Maryland MBA informs how I connect marketing with the wider business: strategy, investment, customers, people, and operations. These six strengths show up in how I frame decisions and lead the work.

Explore my leadership perspective ↗How I build a marketing function ↗

  1. Business strategy

    Connect the audience, value proposition, and channel choices to a shared business direction.

    Positioning & activation ↗

  2. Financial judgment

    Evaluate spending, acquisition costs, and opportunity cost before recommending where resources should go.

    The budget decision ↗

  3. Analytics & decision-making

    Challenge inconsistent definitions and distinguish campaign activity from business outcomes.

    Performance in context ↗

  4. Cross-functional leadership

    Align executives, creative, media, analytics, and field teams around decisions and follow-through.

    Account leadership ↗

  5. Operations & execution

    Turn recommendations into owners, review steps, approved materials, and a workable delivery rhythm.

    Decision to delivery ↗

  6. Customer & market insight

    Understand the buyer and the participant, then shape a proposition that addresses each audience’s needs.

    A proposition for two audiences ↗

04 / Creative direction & community

Work with a point of view.

Audience empathy and a strong visual sensibility carry through the brands and communities I care about.

Explore independent brand & campaign concepts
Explore campaign toolkits & working frameworks
A launch people can act on ↗Change communication, manager guidance, and adoption measures.A small step toward participation ↗Conservation audience strategy, action guides, and campaign copy.Conservation communication ↗An independent stakeholder-response framework.

05 / About Elizabeth

A journalist’s curiosity.
A strategist’s follow-through.

I start with questions. What does this audience need to understand? What is the business really trying to change? What would make the next step easier?

My experience spans agency account leadership, aerospace communications, and nonprofit communities. Journalism shaped how I listen and write. My MBA informs the business questions behind the work: how to prioritize opportunities, evaluate investment, align teams, and translate a strategy into execution. My Prosci training adds a structured perspective on organizational change.

I’m based in Falls Church, Virginia, with roots on the coast of Maine and a love of sailing, photography, and birds. That mix of curiosity, observation, and care is part of how I work.

Innovate with heart. Deliver with grace.

Elizabeth Carpenter presenting to a seated audience at a client site
Marketing demonstration at a client site.

06 / Experience & credentials

Perspective built across sectors.

  1. Refuel Agency

    2025–2026

    Marketing agency experience: account leadership & executive reporting

    Campaign strategy, audience positioning, and event programs

  2. The Cyphers Agency

    2023–2025

    Integrated account direction

    Strategy, creative production, budgets, and stakeholder approval

  3. U.S. Naval Academy Alumni Association

    2021–2022

    Alumni engagement and communications

    Engagement systems, national career-conference communications, and operations

  4. Collins Aerospace / Rockwell Collins / ARINC

    2012–2020

    Enterprise and change communications

    Internal and executive communications through organizational transitions

MBA
University of Maryland

BA, Journalism
University of Maine

Professional d-credentials
Prosci Certified Change Practitioner
PRSA Crisis Communications Certificate

Let’s connect

Have something
worth moving forward?

Let’s talk about the audience you need to reach, the story you need to tell, or the marketing program you want to build.

Connect on LinkedIn

Falls Church, Virginia · Washington, DC metro