Liz Money is Senior Vice President of Brand and Creative at BÉIS, where she leads brand marketing, creative, social, influencer, experiential, and public relations for the fast-growing travel brand. With a background rooted in design, storytelling, and consumer psychology, Money has helped scale BÉIS into a globally recognized brand. Known for translating cultural insight into ideas that feel relevant, joyful, and distinctly ownable, she brings a sharp point of view on how modern brands earn obsession, not just attention.
Named to our Marketers to Watch list, Money shared her perspective on building culture-driven brands, using AI as a creative force multiplier, and leading with conviction in an increasingly noisy marketing landscape.
What book or podcast do you recommend to marketing leaders?
Shoe Dog remains my forever recommendation, not just because it’s about building a brand, but because it’s a reminder that great companies are built on instinct, resilience, creative scrappiness, and a bit of delusion in the best way. For podcasts, I gravitate toward fashion-business shows that unpack the intersection of culture and commerce. Marketing leaders benefit most from stories that reveal how brands actually move people, and the messy, brilliant decision-making behind them.
How are you and your team currently using AI?
We have a very small but mighty team at BÉIS, people are often surprised to hear that our entire Brand Marketing and Creative team is made up of just nine people. Using a tool like AI helps us expand our vision for the brand: it has become both our strategic co-pilot and our creative accelerator. We use it to synthesize consumer insights, stress-test concepts, analyze campaign performance, develop trend forecasts, and pressure-test messaging before it goes live. On the creative side, it helps us quickly visualize concepts, refine scripts, and prototype campaign ideas early in development. It doesn’t replace the team; it expands our capacity so we can focus on the high-impact thinking only humans can do. For a lean team producing an enormous amount of work, AI has become a force multiplier.
What’s a prediction you have for marketing over the next few years?
Marketing is shifting from “reach” to “resonance.” Brand trust, emotional connection, and cultural coherence will matter more than ever, especially as consumers become more discerning and algorithms get noisier. I also believe brands will blur further into entertainment, designing campaigns that feel like content people seek out instead of tolerate. AI will accelerate everything, but the differentiator will be human-led storytelling: brands that know who they are, speak with conviction, and deliver experiences that justify their existence will win.
What’s the most innovative or exciting project you’ve worked on recently?
Our BÉIS x Gap partnership has been one of the most creatively energizing projects of my career. We built a culturally resonant, 360° moment that merged fashion, nostalgia, and travel through a storytelling lens that felt fresh for both brands. From the denim-inspired luggage to designing a clothing collection alongside Shay and the talented people at Gap, to the larger-than-life retail installations and the film-style campaign, it was a true example of “surround-sound branding” proving that when you combine bold creative with the right cultural moment, you unlock both meaningful brand lift and explosive consumer engagement.
What’s the most pressing business challenge you’ve faced in the last year and what have you done to solve it?
The biggest challenge has been navigating a softer consumer environment while still growing brand demand. With a lean team and ambitious goals, we had to be incredibly intentional about where we invested. The solution was doubling down on high-impact storytelling, optimizing the channels that drive organic demand, and ensuring every brand moment served both creative excellence and commercial performance. We also built stronger segmentation strategies, refined messaging for clarity and conversion, and used cross-functional alignment to move faster. It reinforced that great marketing isn’t just about making noise – its about making meaning.
What leadership muscle is most important for marketers to exercise?
Discernment … which I am still learning. It’s the ability to identify the ideas worth pursuing, the noise worth ignoring, and the moments worth amplifying. Marketing leaders sit at the intersection of strategy, creativity, and consumer behavior, and no one has unlimited time or budget. Discernment lets you say, “This is the thing that matters” and rally teams around it. It’s also essential in building trust: when your team knows you’ll champion their work, protect their time, and direct energy toward the highest-impact decisions, they perform at their best. Again, this is still a muscle I am learning to flex!
What’s the most game-changing piece of career advice you’ve ever received?
Your individuality is not a liability in leadership, it’s the strategy. Early in my career, I tried to emulate the way other leaders showed up, more formal and less instinct-driven. The moment I embraced my own voice, everything changed. The work got better, the teams got stronger, and the brand became more differentiated. Authenticity isn’t a soft skill; it’s a competitive advantage. People follow leaders who make decisions with conviction, clarity, and humanity. Once I understood that my point of view was the value, I stopped shrinking it.
What gives you energy and inspiration outside of work?
My husband, my dog, my family, my friends, and any form of travel, ideally somewhere I can justify both a long walk and a long nap. Moving my body clears my head, discovering new places sparks ideas, and people-watching in airports (and playing a game of BÉIS in the wild) should honestly count as continuing education for marketers. I’m happiest when I’m exploring, laughing, or resetting with the people (and pets) who matter most.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
