Vicki Lowell
Lowell specializes in brand re-stages that transform businesses and is known for developing collaborative and passionate teams who deliver memorable creative and measurable results. She brings nearly 25 years of brand marketing and senior leadership experience to the USEF including 15 years at Discovery Communications where she led brand strategy, creative development, media planning, and digital/social marketing for Animal Planet and TLC. On the equestrian sport content side, Lowell helped produce the Animal Planet series "Horse Power Road to the Maclay", the Animal Planet Sport Horse Series, "Jockeys", and the FEI World Cup Finals in 2007 and 2009. She also spent nine years with Procter & Gamble leading the Cover Girl Cosmetics brand and was responsible for launching the "Easy, Breezy, Beautiful" campaign.
Lowell has served on the Board of Directors for the USEF for the past three-and-a-half years and resigned her Board seat effective November 4, 2016. She will continue in her volunteer role as President of the Washington International Horse Show, which she has helped build into one of the most popular and entertaining horse shows in the U.S. with more than 26,000 spectators. Lowell also competes successfully as an adult amateur jumper rider.
"Vicki is the perfect leader to transform the USEF into a consumer-centric organization. Over the past few months, she has been volunteering as a Board member, working closely with the marketing team, and has already had an impact. As part of the new strategic plan, Vicki is championing a new brand logo, look and feel, brand campaign, website, member benefits, video-based learning center, and a new approach to USEF Network. The plans will be revealed at the USEF Annual Meeting January 11-14," said Bill Moroney, USEF CEO.
Lowell's business experience combined with her passion for horses and equestrian sports make her the ideal new marketing leader for the USEF. Lowell will report to Moroney and is relocating to Lexington, Ky.