Betsy Lowther

Betsy Lowther is an award-winning social media and content strategist with more than 20 years of storytelling experience. As a former journalist, Betsy brings a unique editorial approach to social media strategy and creative activations in her marketing roles, which typically blend both strategic + creative leadership, development and execution. Currently, she serves as EVP, Director of Content Strategy, at Publicis Groupe’s newest offering, PXP. Prior to that, she was on the Brand team as the Global Social Lead for Creative & Experience at Accenture, where she oversaw creative and content initiatives for Accenture's own 300+ social channel network, including fundamental strategy (brand voice, visual identity and content innovation) as well as campaigns for the company’s highest priority global brand initiatives and inclusion & diversity activations. In her first four years at Accenture, she led a team that oversaw the company’s flagship social media accounts (@Accenture) and fully revamped the strategy, ideation and content creation supporting them. She also worked on people-led social activation, from helping mobilize Accenture's 700,000-person workforce to bespoke C-suite support. As part of the social leadership team, she also played a role in developing cross-team fundamentals, including data & analytics, measurement frameworks, paid media, agency relations and culture-building.Prior to coming client-side at Accenture, Betsy held key roles at multiple top agencies and organizations, including: — Social Content Director at BBDO NY (clients: HP and Hewlett Packard Enterprise)— Director of Social Media Strategy at Anomaly New York (clients: Budweiser, Converse, Carhartt, Marriott’s lifestyle portfolio, Captain Morgan and more)— Senior Digital Strategist/Account Director, Social@Ogilvy (clients: BP, Gap)— 10 years in journalism, including four years based in Asia (Washington Post Co., Harper’s Bazaar, Women’s Wear Daily and more)Betsy splits her time between New York City and the seaside town of Asbury Park, NJ, where she and her pup, Izzy, are regulars at the local dog beach.Specialties: Holistic, integrated social media strategy for brands; innovative content strategy and creative execution; social-led and social by design activations; agency partnerships; training and education; social-first thinking; grammar nerdiness; team managementVertical experience includes: alcohol/beer/spirits, hotels/travel, retail, fashion, beauty, energy, technology, DEI, CPG, consulting, business services and crisis communications, for both B2B and B2C