E136 Lisa Welborn: How to be great at marketing for good

Lisa Welborn, Director of Media at Civilian, has over 15 years of expertise in crafting data-driven media plans that effectively reach and influence target audiences in the unique places and spaces they frequent. Lisa led the media planning and placement for the Live Beyondcampaign, winning Media Planner of The Year. Her strategic approach, particularly in understanding the unique Social Determinants of Health (SDOH) that define impacted and traditionally underserved communities, has been instrumental in delivering impactful campaigns aimed at reaching youth and driving public health awareness. Lisa’s media expertise spans across traditional and digital platforms, ensuring that each campaign not only meets its objectives but also fosters long-lasting engagement and positive change. Under Lisa’s leadership, the campaign which partnered with Twitch and The Drew League also delivered 58 million bonus impressions, valued at $2.477 million, through partnerships with Native American newspapers, Univision, and iHeart Media’s “Conversations in Cars” program.