Elizabeth Minton
Marketing & Communications Leader · New York

I build marketing and communications functions from the ground up.

For 15 years I've owned marketing end to end at fast-growing firms: brand, go-to-market, demand, communications and events. I partner with the C-suite on strategy, then build the team, budget and systems that deliver it.

Most of that work has been inside professional services firms, as the person marketing the firm itself: its brand, its leaders and its growth. I've built that function three times, through rebrands, acquisitions and periods of rapid growth.

A green Orchestra 'Welcome' sign on a waterfront deck
3×Marketing & communications functions built from the ground up
1 → 17Team scaled across marketing, digital and creative
$1.5M+Annual marketing budget under management
$170M+Revenue company, as its first head of marketing & comms

Selected work

OrchestraMedia partnerships & events · 2025 – present

Putting a new brand in the rooms that matter

Media partnerships and events that introduced Orchestra to tech, media, VC and policy audiences.

Big Technology

Built a partnership with Alex Kantrowitz's Big Technology and produced a live event with David Plouffe, "AI, Power, and the Future of Democracy," for 120+ guests from tech, media and venture capital, then released as an episode to Big Technology's 67,000-person audience.

Watch the recording ↗
Two speakers on stage beside an Orchestra banner reading 'AI, Power, and the Future of Democracy'
"AI, Power, and the Future of Democracy."
A speaker gesturing in front of an Orchestra backdrop
David Plouffe, Obama campaign manager and senior adviser, on stage at the Big Technology × Orchestra event.

Puck

Led Orchestra's quarterly partnership with Puck through 2025: a private survey of media insiders on the health of the industry and the future of AI. My team built the interactive results page, and we turned the findings into a live event and a Puck podcast episode, "Media's Anxiety Index," with Dylan Byers and Jon Kelly featuring Orchestra CEO Jonathan Rosen.

See the Puck Private Conversation ↗ Listen to the episode ↗
Three panelists on director's chairs in a wood-paneled room
Puck × Orchestra live event, New York.
An audience member asks a question during the Puck event
Emily Sundberg of Feed Me during the audience Q&A.

Washington, D.C.

Produced a reception at El Rey in Navy Yard before the Congressional Baseball Game to introduce Orchestra to the D.C. market, from branding and venue to guest experience. The room brought together reporters from Axios, The Hill, NOTUS and MS NOW with leaders from the Consumer Technology Association, the Progressive Policy Institute, R Street Institute and the Washington Commanders.

"SPOTTED last night at El Rey in Navy Yard for Orchestra's reception before the Congressional Baseball Game…"

POLITICO Influence, June 11, 2026
Guests mingling at an outdoor bar under an Orchestra screen
Guests from across D.C.
Green Orchestra-branded koozies on a wooden bench
Ballpark-themed branding.

Meltwater summit

Worked with Cyabra to secure a main-stage slot at the Meltwater summit and developed the talk for Orchestra CEO Jonathan Rosen and Cyabra co-founder and CEO Dan Brahmy.

The talk argued that with information coming from so many sources, a brand has to understand the online conversation before it responds, or risk answering the wrong question. That idea is the heart of Orchestra's value proposition, and the talk put it in front of Meltwater's audience of communications and marketing leaders.

Two speakers on a conference stage with a slide titled 'JARVIS, what am I looking at?'
"JARVIS, what am I looking at? The First Question Brands Should Ask Before Responding Online."

Paley Center for Media

Placed Karen Defilippi of Versus Media Group, an Orchestra company, on the Paley Center's midterms panel alongside voices from Vox, NYU and Reason.

Orchestra × Evertune2026

Winning the AI vote

A growth bet on the midterms: a new AEO offering for political clients, launched with original research.

The interactive Winning the AI vote report, designed for Orchestra × Evertune.

Heading into the midterms, I saw a growth opportunity. Voters were starting to ask ChatGPT about candidates instead of Google, and campaigns had no plan for how they showed up in those answers. We could offer political clients an answer engine optimization (AEO) strategy. The report was how we proved the need and opened the door.

What I did

  • Built the go-to-market for a political AEO offering: priced it, created the sales materials for account teams and the marketing program around it, and set up tracking on how it performed.
  • Partnered with AI search company Evertune to create the research as the launch vehicle, and produced the visual report.
  • Gave the findings to NOTUS (now The Washington Sun) as an exclusive; the study was then cited in The New York Times.

Result

The coverage brought inbound interest from multiple campaigns looking for help with how they show up in AI answers, opening a new line of business with political clients.

What the research found

63,000prompts run across six AI answer engines
~650Kpolitical questions asked of chatbots each week
96.3%of midterm prompt volume happens on ChatGPT
Read the report ↗

"Orchestra, a communications firm, and Evertune, a company that tracks A.I. content, found last month that newer candidates with less established online histories might be at a disadvantage."

The New York Times, Sept. 10, 2026

Building the function

Three times, I've built or rebuilt marketing and communications for a growing firm. Here's what that looked like.

OrchestraHead of Marketing & Communications · 2025 – present

One brand from many

A newly created role, a portfolio of well-known agency brands, and a parent brand nobody knew yet.

Orchestra brought InkHouse, BerlinRosen, Small Girls PR, Derris, Glen Echo Group and Civitas together under one portfolio. I joined to build marketing and communications from scratch and make the parent brand mean something to clients, reporters and its own 700 employees.

What I did

  • Set and managed a $1.5M+ budget and a team spanning brand, events, partnerships, press, awards, speaking, social, content and marketing operations.
  • Produced multi-location, company-wide town halls end to end: executive messaging and scripts, creative and live execution.
  • Rebuilt social and content strategy and shifted acquisition toward high-quality sources, including AI answer engines.
  • Partnered with Growth, Product, Client Services, Finance and Operations on go-to-market.
  • Developed AI agents with cross-functional partners to streamline workstreams across the firm.

Result

Organic monthly web traffic grew 50% and the social footprint doubled in my first year, with coverage in The New York Times, Axios, POLITICO, Inc., Marketing Brew and The Washington Sun that turned into sales conversations.

Clarity GlobalVP, Global Communications & Content · 2020 – 2022

Going global

One brand across regions and three acquisitions in two years.

During a period of 60% revenue growth, I owned brand strategy, marketing and communications for the whole firm, leading social, events, digital and press teams along with its global partner network.

What I did

  • Created the global brand strategy and translated it across regional business units and budgets.
  • Led marketing for three acquisitions, from due diligence through announcement and integration.
  • Led the rebrand from Clarity PR to Clarity Global, including messaging, identity and the migration of every web property.
  • Built all sales enablement for global teams, with a core set of assets and regional versions.
  • Owned the global marketing tech stack across CRM, CMS and proprietary platforms.
  • Produced events and partnerships at CES and The Next Web that opened new revenue relationships.
5W Public Relations2013 – 2019 · 2022 – 2025

Rebuilding a brand from the inside, twice

Six years growing the function, then recruited back to lead the brand's next chapter.

I joined 5W as a manager and left as SVP, having owned the brand voice and visual identity, grown the team from one person to 17 and created the digital marketing division. The firm grew by double digits every year of that tenure. In 2022 the new CEOs recruited me back as EVP to lead a brand evolution.

What I did

  • Redefined brand architecture, positioning, go-to-market and visual identity, unifying eight internal P&L divisions under one story.
  • Deployed a new marketing tech stack and measurement process, with KPIs for marketing and sales.
  • Built programs at CES, Advertising Week, POSSIBLE, Cannes and RSA: events, speaker series, executive meetings and press moments.
  • Served as counsel to the CEO and EVPs on internal and external communications and new business.
  • Earlier, helped land new client partnerships with Amazon, The Trade Desk, SAP and a Coca-Cola brand.

How I work

One plan, every channel

Brand, events, partnerships, content, social, press and sales materials run from the same plan, so one idea shows up on stage, in the feed, in the news and in the sales pitch at the same time.

Building where audiences actually are

A new brand can't wait for audiences to find it. I partner with the newsletters, podcasts, creators and live events people actually follow, so the brand reaches beyond its own echo chamber and earns credibility with audiences it couldn't buy.

Creative with a scoreboard

Every idea gets goals before it launches, set with leadership around what the business needs: traffic, sales conversations, partner reach, and how we show up in search and AI answers. Where results are hard to attribute, I build the tracking that makes them visible.

Run like a revenue center

Behind the creative and the press strategy, I build the operation that makes marketing accountable: the tech stack and who owns it, the processes that keep work moving, budgets managed against revenue goals, and measurement leadership can act on.

A trusted voice in the C-suite

I bring leadership a clear view of where marketing should invest and what it will return, and align on positioning up front so the team can move without waiting.

Marketing that sales and product can use

I work alongside sales and product on positioning, pricing and go-to-market, so what marketing builds turns into conversations and revenue.

Contact

I'm looking for a role leading marketing and communications at a scaling company. I'd be glad to talk.

LinkedIn ↗