Alisa Leonard

Alisa Leonard

Strategic Innovation, Helping Bold & Ambitious Companies #Thrive

Greater New York City Area
Marketing and Advertising

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Alisa Leonard's Overview

  • Vice President, Strategy & Planning at iCrossing
  • Director, Social Media at iCrossing
  • Social Media Evangelist (Sr. Manager) at iCrossing

500+ connections

Alisa Leonard's Summary

“Alisa is unlike many strategists I know - not only is she brilliant, with an uncanny ability to make lightening fast connections that lead to deep customer insights - she's someone who can drive a vision through to completion. Alisa lives the work she does, is authentic and passionate and clearly an asset to any company" - Jessica Burdman, COO,

Former agency strategy VP turned strategic advisor and digital marketing and product development consultant.

Areas of expertise:

● Insight & strategy / marketing model and framework development
● Process development // operations // agency services and product development // org modeling
● Team building and leadership // change management // change leadership
● Thought leadership (digital & social media strategy, measurement, digital trends, cultural inflection points)
● Presentation and public speaking skills // media-facing
● Writer // blogger // columnist (Mashable, Read Write Web, ClickZ)

Speaking Engagements 2008-2012:

Social Media Week
Web 2.0 Expo
Intel Social Media Club Summit
VRM Summit
Hearst ThincTank Sessions

Alisa Leonard's Experience

Deviant-At-Large, Founding Advisor

socialdeviant, llc

Privately Held; 11-50 employees; Marketing and Advertising industry

March 2012Present (2 years 7 months) NYC

Right brain - left brain, flat, fast and focused digital strategy. Inherently social, intrinsically mobile. Brand engagement strategies centered on real-time storytelling through strategic content mix modeling, cross-channel publishing and audience activation.

Vice President, Strategy & Planning


Privately Held; 501-1000 employees; Marketing and Advertising industry

March 2010February 2012 (2 years) New York, New York

- Chair, Global Social Media Council

- Developed and implemented agency social media POV, services framework, market positioning, processes and skill development

- Created the Live Media Studio, a first-to-market capability focused specifically on real-time, socially-connected marketing through the strategic interplay of content-driven creative storytelling, community management 3.0, and brand co-creation across bought, earned and owned media

- Co-developed in conjunction with CSO iCrossing's new strategy, planning, analytics and research (SPAR) organization with a focus on developing agile strategy processes and new consumer insight models designed to support always-on, socially-connected marketing

- Led internal team in the development of iCrossing’s social media measurement approach, framework and solution (dashboard) with a core team of strategy and analytics resources

- Developed the discipline of Earned Media Engagement Planning, an earned media planning function and skillset designed to bridge strategy and social media management, production and content publishing

- Strategic point-person for the joint iCrossing-Hearst pipeline; co-developed iCrossing + Hearst’s joint go-to-market strategy, service offerings and solutions

- Engaged with Hearst, Inc senior leadership to lead deep-dive strategic analysis of Newspaper's digital value chain and operating model

- Public face of social media for iCrossing; wrote and contributed to official POV’s and whitepapers including iCrossing’s first-to-market “Brands-as-Publishers” whitepaper

- Created and oversaw execution of internal social media knowledge sharing in order to enhance and support internal education across strategy, client services and business development teams

Director, Social Media


Privately Held; 501-1000 employees; Marketing and Advertising industry

March 2009April 2010 (1 year 2 months) Greater New York City Area

- Directed the growth and evolution of iCrossing’s strategic social media services offerings and products; managed and mentored growing team

- Focused on developing strategic, long term client partnerships versus campaign-based project engagements

- More than doubled revenue for key account based on selling in the strategic platform and services model that would later become the Live Media Studio

- Led digital strategy / social media strategy for Fortune 500 clients in CPG, automotive, technology and financial verticals

- Helped grow social media revenue significantly with existing clients and net-new sales

Social Media Evangelist (Sr. Manager)


Privately Held; 501-1000 employees; Marketing and Advertising industry

20082009 (1 year) Greater New York City Area

- Helped evolve iCrossing’s digital POV, focusing on marketing as a socially-connected model

- Co-develop first social media services and offerings including social media strategy approach, listening programs, and executional offerings centered around content and community engagement

- Public face of iCrossing social media

- Worked closely with global strategy, research, analytics and creative teams on key accounts including Marriott, Bank of America, CVS/pharmacy, USAA, Bebe and to deliver social media solutions

Social Media Strategy


Privately Held; 51-200 employees; Marketing and Advertising industry

October 2007March 2008 (6 months) Greater New York City Area

- Helped develop and shape Attention’s service offerings and IP as one of the agency’s first employees

- Developed and executed social media engagements for clients including MAC Cosmetics, Clinique, HBO and Consumer Reports

Analyst, Web 2.0

RJ Easton

Privately Held; 1-10 employees; Investment Banking industry

20062007 (1 year) Greater New York City Area

- Researched and wrote in-depth reports on emerging technology trends, specifically focused on the “Web 2.0” movement and digital disruption

- Developed the firm’s first digital and social media marketing approach; advised and coached CEO on how to leverage social media for business and professional development

Alisa Leonard's Publications

  • The Web is Social, The Web is Real-Time

    • Alisa Leonard
    • September 20, 2010
    Authors: Alisa Leonard

    Precursor to "Brands-As-Publishers" // musings on marketing in a socially-connected, real-time world

  • Brands-As-Publishers in a Real-Time Marketing World

    • iCrossing
    • March 6, 2011
  • The CMO's Guide to Google+

    • iCrossing POV
    • November 17, 2011

    If you are a CMO, you might consider the launch of Google+ Pages as just another issue for your community manager to worry about. And you might be right when it comes to the mechanics of setting up your company's Google+ Page. But we urge you to take a look at the big picture: by developing a social layer that consists of content-rich platforms such as Google Plus and YouTube Premium channels, Google is giving brands an opportunity to reach people across bought, earned, and owned media in ways never before possible.

Alisa Leonard's Skills & Expertise

  1. Strategic Planning
  2. Integrated Marketing
  3. Social Media
  4. Web 2.0
  5. Analytics
  6. Speaking Engagements
  7. Public Speaking
  8. Conference Speaking
  9. Presentation Development
  10. Change Management
  11. Program Management
  12. Digital Strategy
  13. Strategy Development
  14. Team Building
  15. Cross-functional Team Leadership
  16. Change Leadership
  17. Development Of Teams
  18. Strategy
  19. Social Media Marketing
  20. Digital Marketing
  21. Interactive Marketing
  22. Digital Media

View All (22) Skills View Fewer Skills

Alisa Leonard's Education

Brigham Young University

BA, English


Activities and Societies: member Relief Society member Salt Lake Underground Magazine, Writer

Alisa Leonard's Additional Information


the web is social [dot] com

Honors and Awards:

- Google Social Media Council – 2011-2012

- 2011 Forrester Groundswell Award – Ally Bank “Innovative use of real-time online content creation and social media to engage consumers”

- Columnist for ClickZ covering social media, content marketing and the intersection between digital & commerce

- Featured as the “social media whiz” in GAP’s 2010 Holiday Campaign featuring notables from across tech and media

- Communications Chair, Data Portability Project – 2008-2010

- Named an Adweek Top 50 Marketer to watch and DMNews Top “30 under 30” Marketer

- Speaking engagements include: ANA, SXSW, DMA, ad:tech, OMMA, FOLIO Show, Social Media Week, Web 2.0 Expo, WOMMA, Intel Social Media Club Summit, SES, VRM Summit, Hearst ThincTank Sessions

Contact Alisa for:

  • consulting offers
  • new ventures
  • job inquiries
  • expertise requests
  • reference requests
  • getting back in touch

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