About Lesya Lysyj
Because Lysyj approaches marketing certain that "the status quo sucks," and that, over time, learning from "smart failures" can be even more valuable than near-term successes. As she told Forbes, "it's all about leading in a way where learning, trying, succeeding, and failing" create opportunities for the company to dissect what went wrong to optimize moving forward.

Certain that you "never know where a good idea will come from or go," and by actively highlighting and learning from these "smart failures," Lysyj has built an entrepreneurial culture inside the marketing organization and given her... Read More

More on Forbes

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Watch: Super Bowl LV Beer Commercials

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Jun 11, 2013

How Heineken Brews A Culture Of Creativity

Much of Madison Avenue is about to make its annual pilgrimage to the South of France next week for sunshine, partying and sipping overpriced Rosé while, through it all, celebrating creativity in advertising at the Cannes Lions International Lesya Lysyj Festival of Creativity. Having been in leadership positions in some of the best [...]
Jan 28, 2013

For CMOs, Agility Is The New Black: Survey

What’s the winning trait of successful and relevant CMOs in 2013 and beyond? Agility. That’s the finding of CMG Partners’ Fifth Annual CMO’s Agenda, a qualitative survey assessing the role and responsibilities of the chief marketer, released today. Marketing consultancy CMG Partners conducted interviews with the CMO, CEO or VP [...]
Jan 10, 2013

CMO Predictions For 2013 -- Part 2: Ford, Heineken, CVS

We asked CMOs of 10 Fortune 500 companies to predict how digital media and technology will impact brand marketing in 2013. In this second installment, marketing chiefs from Ford, Heineken and CVS share their prophecies and explain how they’re backing them up. Jim Farley, EVP of Global Marketing, Sales and Service [...]
Jan 3, 2013

Video: Heineken Connects Digitally To Compete

Heineken USA CMO Lesya Lysyj's first order of business when joining the company in 2011 was to turn things around. "We had really lost our way in many ways, not just from the marketing standpoint," she said in our recent interview. "It was just a lot of change" in the [...]