Vicki Lowell, TV Marketing & Creative Executive & Consumer Branding Expert, Appointed USEF Chief of Marketing & Content

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Vicki Lowell
Vicki Lowell

Nov. 10, 2016

Vicki Lowell, a highly regarded television marketing executive and president of the Washington International Horse Show, on Thursday was appointed U.S. Equestrian Federation Chief Marketing and Content Officer.

The appointment of Vicki was part of an overhaul of the USEF into what chief executive officer Bill Moroney described as a “consumer-centric organization” aimed at developing horse sports while making it responsive to consumers.

Lowell specializes in brand re-stages that transform businesses and is known for developing collaborative and passionate teams delivering “memorable creative and measurable results,” the federation said.

“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.”

Discovery has become one of the world’s major producers and distributors of sports, information and entertainment programming including the Olympic Games.

She helped produce the Animal Planet series “Horse Power Road to the Maclay,” the Animal Planet Sport Horse Series, “Jockeys,” and the World Cup Finals in Las Vegas 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.

Vicki has been on the USEF board of directors for the past 3 1/2 years and resigned her seat earlier this month. She will continue as a volunteer to be president of the Washington International Horse Show, which she has helped build into one of the most popular and entertaining horse shows in America with more than 26,000 spectators. She also competes successfully as an adult amateur jumper rider.

“Vicki is the perfect leader to transform the USEF into a consumer-centric organization,” Bill Moroney said. “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 presented at the USEF annual meeting Jan. 11-14. She is relocating to Lexington, Kentucky where the USEF is headquartered.

Her business experience was described as: “A passionate and purpose-driven marketing executive who balances bold creative vision with consumer insight and business analytics to drive transformative growth.

“Profit & loss management experience with start up and category leading brands. Reputation for building highly motivated, successful teams across media/entertainment, consumer package goods and non-profit organizations. Strengths include ‘big picture’ strategic and creative leadership but also a desire to listen, collaborate, ‘roll up my sleeves’ and do what it takes to get the job done.”