Lorey Zlotnick

Cues and Views

Brand architect Lorey Zlotnick, in brief.

Lorey Zlotnick

Home: Los Angeles, CA.  Birthplace: Detroit, MI.  Profession: Marketing and brand.  Organization: Zequity Marketing.  Title: Chief Marketing + Brand Officer.  Former organizations: NFL, FOX, Disney, SONY.  Pronouns: She/Her/Hers.  Significant other: My husband, Steven Zlotnick.

Recent recognition: Beyond any award for creative work, I am particularly proud and humbled to have been described as a mentor figure by several former direct reports.  Recent professional development: Active and founding member of CHIEF, Los Angeles.  Latest accomplishment: I combined my passion for nature and eclectic home décor, and launched L8Bloomers, a floral and succulent design studio.  Latest contribution to others: Founder and Chief Advocate of Advocation Station where I guide parents of children with special needs and disabilities to gain access to appropriate educational placement and services.  What’s been your big (or biggest leap)? Launching three companies that reinforce my passion areas for brand, design and advocacy. Hobbies: Restoring old objects; most any project that involves a glue gun; escaping into nature.  Recent travel or adventure: Zipline adventure soaring across vineyards, through treetops, and surrounded by mountains, conquering a lifelong fear of jumping off from high places.  Last book read: Atlas of the Heart, by Brene Brown.

Personality profile: Inspiring, authentic, strong, fair.  What one word would your closest friend use to describe you? Passionate.  Moral compass: If I wouldn’t tell my parents or kids, I probably shouldn’t be doing it.  How do you define a perfect friendship? Shared joy, collective laughter, comfortable silence.  Has the other’s best interest at heart.  Trust and reciprocal respect are non-negotiable.  How do you define an ideal business relationship? Win-win (financially and emotionally).  Someone who inspires and challenges you to think differently.  What is your greatest joy? Watching my kids knock out little wins and seeing them proud of themselves.  What is your guilty pleasure? Estate sales.  What occupation, other than your own, do you most admire? Special Education teachers.  What is at the top of your bucket list? A week at Clayoquot Wilderness.  How do you relieve stress? Immersing myself into a creative project requiring power tools; walking my dog while listening to a good audio book; gardening.  What ingredient is essential to your perfect vacation? Laughter.

What was your first paying job? Working in a small independent bookstore.  What was your favorite college course? Fashion Illustration.  I was awful, but so inspired by the talent around me.  Besides your parents, who has had the greatest influence on your life? My kids.  Living with neurodiverse children has provided me with the gift of incredible perspective and has illuminated new pathways for creativity, grace, grit and patience.  What’s the best advice you received growing up?  You can’t soar with the eagles when you are flying with the turkeys.  What’s the best advice you received in your career?  Not everyone can do it your way; help your team find their path and meet them where they are.  What modern technology innovation do you most appreciate? Navigation.  What is your go-to source of creative inspiration? Flea markets and estate sales.  I am inspired by the stories of an object and by the potential of its reinvention.  What company or organization do you most admire? Any that are conscious of their actions and that proactively help to solve problems that will impact humanity and our collective future. 

What change are you working on to effect in your profession or field? 

To bridge the gap between internal and external brand messaging.  How brands impact the world, their communities, and their employees, need the same rigor and focus as the product itself.

What message do you want to send out into the world? You will never speak to anyone more than the one in you speak to in your head.  Be kind and use nice words.  What mega-trend most excites you? Inclusivity and accessibility.  What mega-trend most concerns you? How communication and relationships built in virtual settings ultimately impact in-person human interaction.

What title would you choose for the movie about your life? Tangents.  What actor would you choose to play you in the movie about your life? Sarah Jessica Parker or Amy Adams.  Who would you like to spend an evening with, in heaven? My father.  After your loved ones, what object would you first save from your burning home? Photographs.  What day in your life would you choose to re-live? I would marry my ride or die husband Steven over and over again.  

Personal mission: To help the next generation of unstoppable organizations and executives achieve consistency with their brand narratives, develop dynamic, creative presentations and build authentic, inclusive cultures.  Personal motto: Evolve or Die.  Favorite quote: “Just keep swimming” (Dory from Finding Nemo).

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