Lisa Bratkovich's profile Styled comma

Lisa Bratkovich

CEO Direct Upside Group LLC

Mar 2016 — Present

Direct-to-Consumer CMO | DTC Marketing and Subscription Model Expert | Board Member | CEO, Direct Upside Group

About Me

Lisa Bratkovich is a growth-driven, direct-to-consumer marketing and subscription business model expert with over 25 years of experience. She currently serves as CEO of Direct Upside Group LLC, a best practice direct-to-consumer marketing and customer experience transformation consulting practice in Los Angeles. Clients include Jenny Craig, Nestle, Proactiv, Great Courses Plus, Grail, Inc., Cindy Crawford, NewAge, Inc., and various start-ups with a focus on direct-to-consumer brands with a subscription business model.

Previously, Ms. Bratkovich was Chief Marketing Officer at ChromaDex, a $60 million science-based nutraceutical company with flagship direct-to-consumer subscription brand Tru Niagen. She also spent 13 years at $1.6 billion direct-to-consumer industry leader Guthy|Renker. At Guthy|Renker, she served as SVP of Marketing, launched Meaningful Beauty with Cindy Crawford, drove growth for many other highly successful multi-million dollar health and beauty subscription brands such as Proactiv, Wen, Perricone MD, SheerCover, Winsor Pilates, IT Cosmetics, Crepe Erase, and Principal Secret and personally led their enterprise-wide customer retention and experience transformation.

Ms. Bratkovich is a Board Member of Girls in Tech, Los Angeles, a former Board Member and President of Organization of Women Executives, and a Founding Member of Chief.


Chief Marketing Officer at ChromaDex Inc.

Jun 2018 — Jan 2020

Westwood, CA

Marketing Advisor at TribeCX

Apr 2016 — May 2018

London, England

CEO at Direct Upside Group, LLC

Mar 2016 — Present

Playa Del Rey, CA

SVP, Marketing at Guthy | Renker

Sep 2003 — Apr 2016

Santa Monica, CA

Executive Marketing Director at Murad

Aug 2002 — Aug 2003

Manhattan Beach, CA

Executive Director, Marketing at SCI

Jan 2000 — Jul 2002

North Canton, Ohio

Sr. Managing Marketing & Creative Director at United States Sales Corp.

Feb 1994 — Jan 2000

Northridge, California

Operator can advise on

Subscription Business Models

Find out how to successfully structure, launch and grow your subscription business and increase your customers’ recurring revenue. Understand key levers and best-in-class strategies that only decades of working subscription experience can provide.

Direct-to-Consumer Business/Product Strategy

Want to launch a new direct-to-consumer brand, channel, or product? Need to improve your current performance metrics? Is your operational structure optimized? Understand sophisticated DTC best practices to successfully drive growth.

Customer Retention/Experience

Understand what your customer really wants and how to increase retention and lifetime value. Years of data-driven DTC experience can help transform your customer experience, better quantify ROI, and develop a customer-centric culture.

Health, Beauty and Wellness Brands

Want to launch new direct-to-consumer skincare, supplement or cosmetics brand? Need to rebrand? Dealing with pricing, positioning or retention issues? Understand sophisticated DTC best practices for health, beauty and wellness brands.

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