2015 DETROIT LIONS MEDIA GUIDE

ELIZABETH
PARKINSON
Senior Vice President of
Marketing and Partnerships
Years with Lions: 4
Elizabeth Parkinson joined the Lions executive
management staff in 2012 as senior vice president
of marketing and partnerships. Parkinson oversees
marketing, promotions, corporate partnerships,
community relations, corporate communications,
digital media, broadcasting and football education.
Building and improving the team’s reach and
relationship with Lions fans in order to impact the
success on the field has remained one of the Lions’
primary goals, and the organization strives to share
the experience of winning a championship with
its fans. With that in mind, Parkinson, now in her
fourth year with the club, continues to seek ways to
enhance the overall fan experience and strengthen
the organization’s engagement with its business
partners and the community to accomplish that
mission.
Parkinson has pushed forward initiatives to grow
and extend the Lions brand locally, throughout
Michigan and across the nation. #OnePride was first
presented in 2013 that highlights Detroit as one
team and one community. In addition to #OnePride,
the Lions Defend the Den brand has now become
an extension of one of the NFL’s best home-field
advantages.
Among numerous improvements made to
the fan experience at Ford Field, Parkinson has
worked closely with partners to integrate unique
fan offerings into Lions’ game days, such as the
Southeast Michigan Ford Fan Tunnel, Henry Ford
Health System Game on Cancer 50/50 Raffle and
Quicken Loans Dream Seat section. Throughout
the stadium, fans now have more food and
beverage options than ever before, especially
with the inclusion of Detroit and Michigan-based
specialties, through the team’s partnership with
Levy Restaurants. Outside the stadium, events
such as the Lions official tailgate at Pride Plaza
on Brush provides fans with exceptional pre-game
entertainment options.
These experiences reach farther than just game
day as the Lions offer thousands of fans up-close
opportunities to see and interact with the team at
training camp and events like Taste of the Lions.
Parkinson has been instrumental in the team’s
efforts to increase exclusive, value-added options
for season ticket members, premium seat members
and suite holders.
In 2012, the team launched the organization’s
successful Living for the City community
philanthropic program. The integrative approach
that drives Living for the City focuses on the
transformation and improvement of Detroit’s
communities through sustainable health and
wellness initiatives and community development.
Among the changes she made since joining
the Lions included the development and growth
of the organization’s corporate communications
efforts that publicize the collaborative efforts
accomplished by the Lions and the team’s business
partners.
Guided by her leadership and changes made
since Parkinson joined the club, the Lions now
reach several millions of fans through multi-media
content published daily on the team’s website,
Detroitlions.com, mobile app and through numerous
social media outlets such as Facebook, Twitter
and Instagram.
Prior to joining the Lions, Parkinson served
as the senior vice president of marketing and
communications for the Michigan Economic
Development Corporation, reporting to MEDC
President Michael Finney and Governor Rick Snyder.
The MEDC serves as the state’s marketing arm and
lead agency for business, talent and jobs, tourism,
film and digital incentives, arts and cultural grants,
and overall economic growth.
In her role at the MEDC, she directed all business
and consumer marketing and communications,
which included oversight of Travel Michigan, media
relations, advertising, events, web development
and graphics. She had direct oversight of the awardwinning
Pure Michigan campaign.
Before joining the MEDC, Parkinson served
as director of marketing and public relations for
Ann Arbor SPARK, developing and implementing
the organization’s integrated marketing and
public relations effort. Through aggressive public
outreach and targeted advertising, along with the
development of digital and social media tools,
SPARK was recognized nationally under her
leadership.
Parkinson also worked at Edelman Public
Relations in Chicago, serving as executive vice
president of the Creative Solutions group. She
developed, coordinated and executed several
creative campaigns for multi-national clients,
including: Microsoft, Kraft, KFC, Pizza Hut, FTD,
Case IH, Allstate, Abbott, Pfizer, Fuji Film, Mexico
Ministry of Tourism, Illinois Board of Tourism,
Bacardi, Underwriters Laboratories and Whirlpool.
As a graduate from Alma College, Parkinson
holds a bachelor of arts degree in marketing
and accounting from Alma College. She and her
husband, Frank, have four children, Madeline,
Isabella, Carmen and Frank. Parkinson has held
numerous board positions including the Michigan
Travel Commission, Michigan Council for Arts and
Cultural Affairs, Washtenaw Economic Club and
the Arts Alliance. Elizabeth currently serves on the
board of trustees for Alma College.
DETROIT LIONS
EXECUTIVES AND COACHING