Elspeth Dixon's profile Styled comma

Elspeth Dixon

I have 20+ years of experience creating new brands and evolving and managing established brands, and building and growing highly engaged and motivated marketing teams. What I really love to do is develop and activate cross-channel marketing strategies and plans that advance creative, innovative, and unexpected ways to strengthen reputation, influence culture, and generate demand.

About Me

Elspeth Dixon is an action-oriented, performance-driven marketing leader. With a proven track record of creating new brands, evolving, and managing established brands, she employs strategic, pragmatic problem solving with exceptional management and operational skills. Effective at guiding companies through all business cycles, Elspeth is a trusted advisor to the C-suite and board. Her significant strategic leadership experience spans the financial services, technology, healthcare, and consumer industries.

Most recently, Elspeth was the Senior Vice President, Corporate Brand at Synchrony, where she launched and built a relevant and credible brand for a 90-year-old "start-up," post IPO and spin-off from GE. She led brand strategy, drove enterprise-wide business and marketing initiatives, and brought to life unique and connected experiences and products that drove engagement, preference, and growth. Elspeth established and grew an influential corporate brand practice and team and oversaw brand management, advertising, content, digital, social media, experiential, sponsorships, and events. She developed the enterprise-wide brand positioning, architecture, identity, messaging, and creative initiatives. She also spearheaded a new vision and mission that introduced an actionable guide on communicating externally and internally and delivering a consistent, connected brand experience across touchpoints.

During her 6+ years at Synchrony, Elspeth's team launched multiple award-winning integrated brand and product marketing campaigns. She introduced a content marketing strategy to bring Synchrony's perspective, technology, and experts to new places and audiences, collaborating with The New York Times, Bloomberg, CNBC, The Atlantic, Business Insider, Quartz, Axios, Inc., Reuters, and NYSE as well as creating two branded content franchises Business Schooled and State of Pay. Elspeth established an enterprise social media team and practice to amplify storytelling, generate leads, and provide customer support. She initiated the first sponsorship and events strategy and established a corporate events team that activated a robust portfolio of industry conferences, sports and entertainment partnerships, hospitality, and internal experiences. Elspeth's team was also responsible for all brand management resources and training that drove a consistent and holistic messaging, naming, and visual and verbal style that differentiated Synchrony and evolved with changing market, customer, and business dynamics. She also standardized and operationalized a performance measurement framework, technology solutions, and reporting.

Previously, Elspeth served in a variety of marketing and communications leadership roles at GE Capital. As Director, Global Marketing, she managed core global GE Capital brand-building efforts during a pivotal period. These efforts included creating and scaling the global "Access GE" content and thought leadership program and launching GE Capital's global social media presence. As Director, Marketing Communications at GE Capital, Americas, she built and led a new marketing communications center of excellence for GE's commercial financing business. Prior, as Communications Leader, for GE Capital, Equipment Finance Solutions (EFS), she led a team responsible for all external and internal communications.

Elspeth spent over eight years with the global full-service advertising agency Masius. She created and executed marketing and communications strategies and plans that included positioning, identity, advertising, digital, direct marketing, sales materials, executive and investor relations, and employee and recruiting programs. Clients included Capital One, IBM, Commonfund, Inova Health System, Jefferies, Lord Abbett, Lyondell Chemical, Philips Medical Systems, and Touchstone Energy.

Elspeth has a Bachelor of Arts in Psychology and History from Hartwick College.

Born and raised in New York City, Elspeth now lives in Westchester, NY, with her husband and their two teenagers. Her recent favorite activities include Peloton sessions, walking two rescue dogs in the woods, and tending a new vegetable garden.


Senior Vice President, Corporate Brand at Synchrony

Jan 2016 — Mar 2021

Stamford, CT

Vice President, Director of Corporate Brand & Advertising at Synchrony

Aug 2014 — Dec 2016

Stamford, CT

Director, Global Marketing at GE Capital

Aug 2011 — Aug 2014

Norwalk, CT

Director, Marketing Communications at GE Capital

Feb 2009 — Aug 2011

Norwalk, CT

Communications Leader, Equipment Finance Services at GE Capital

Nov 2005 — Jan 2009

Danbury, CT

Vice President, Account Director at Masius

Jun 1997 — Oct 2005

New York City, NY

Group Production Manager at Interactive Entertainment Technologies

Aug 1995 — May 1997

New York City, NY

Promotion Coordinator at J.Crew

Oct 1994 — Aug 1995

New York City, NY

Account Executive at Ventura Associates International LLC

Jan 1993 — Oct 1994

New York City, NY

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Areas of expertise:

> Brand Vision & Positioning > Brand Identity & Management > Marketing Strategy > Integrated Marketing Communications > Advertising & Promotions > Digital Marketing > Social Media > Media Strategy > Content Marketing > Experiential, Events & Sponsorships > Strategic Partnerships > Performance Marketing > Employee Engagement Programs > Executive Communications > Training & Development > Agency Management

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