Elizabeth Parkinson is senior vice president of marketing and partnership for the Detroit Lions. Parkinson provides leadership in the areas of Digital Media, Marketing and Promotions, Corporate Partnerships, and Community Relations. In addition, she works closely with Broadcasting, Guest Services, and Youth Football. Parkinson has responsibility for the Detroit Lions brand and the fan experience. Parkinson reports directly to president Tom Lewand.
Prior to joining the Detroit Lions, Parkinson served as senior vice president of marketing and communications at the Michigan Economic Development Corporation, a public-private partnership serving as the state's lead agency for business and job growth, talent enhancement, tourism marketing, arts and cultural grants, and overall economic growth. At the MEDC, she was responsible for marketing, communication, and promotion for the State of Michigan, with direct oversight of the award-winning Pure Michigan campaign. During Parkinson’s tenure, the Pure Michigan brand was successfully extended as the State of Michigan’s brand through innovative partnerships with both public and private partners. Pure Michigan has been acknowledged as one of the five most successful tourism brands in history and directly generated over $1 billion in sales tax revenues in 2011.
Parkinson has extensive experience in marketing, branding, business development, and communications, having held executive positions with Ann Arbor SPARK and Edelman (one of the world's largest public relations firms) prior to her time with the MEDC. At SPARK, Parkinson developed and implemented the organization's integrated marketing and public relations strategy. During her tenure, SPARK grew to national recognition with aggressive outreach, targeted advertising and the development and use of digital and social media tools. At Edelman, she served as executive vice president of the Creative Solutions group, headquartered in Chicago and New York City, developing, coordinating and executing 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.
Parkinson has held board positions including the Michigan Tourism Council, Michigan Council of Arts and Cultural Affairs, Washtenaw Economic Club and the Arts Alliance.
Parkinson has received numerous awards and recognition from organizations which include the State Science and Technology Institute, Public Relations Society of America, International Economic Development Council, International Association for Business and Society and the Publicity Club of Chicago. Parkinson is the 2012 Alma College Distinguished Alumni Award recipient.
Education and Personal
Parkinson holds a Bachelor of Arts with a major in marketing and accounting from Alma College.
She and her husband Frank have 4 children: Madeline, Isabella, Carmen and Frank.