TRANSLATION // ACTIVE
Lyssa Myska Zotlen
Builder · Nerd Translator · Global Executive
Driven by curiosity. Trusted for judgment. Hired for courage. I volunteer for the problems that don’t have playbooks — building businesses, teams, and momentum that create the next big thing, and translating between the nerds and the normals the whole way.
Global Marketing Executive
MODE://HOW-I-WORK
translation: what I actually do all day
Four ways I move the needle
BUILD
Growth Engines
From a $31M pipeline machine at HGS to a marketplace rebuilt around quality at Arise, I build commercial systems that create revenue, not just leads or vanity metrics.
TECH
AI & Commercialization
Unapologetic nerd who knows just enough to break almost anything. I quickly evaluate internal tech and systems and identify and implement iterative efficiencies.
CONTENT
Story & Editorial
First published at age six; never stopped. Former editor and founder who replaces traditional B2B marketing with editorial thought leadership. Forever a journalist, blogger, travel writer.
LEADERSHIP
Teams & Transformation
Lifelong captain and coach. Built and led global teams across four continents, earning highest-rated 360° leadership scores along the way. Believe in empowering people.
LOG://TRACK-RECORD
translation: receipts
Signal, not noise
$31M
Annual pipeline from a commercial growth engine at HGS
90%
Cut in paid acquisition costs at Arise while conversions rose 10%
3x
Website conversion (and 2x traffic) after relaunching Alorica’s global web platforms
100K
Distributed employees engaged on a fully custom, personalized intranet
FEED://SELECTED-ACHIEVEMENTS
LOG—01
Built a closed-loop AI registration and matching system, feeding onboarding completion, service quality, and workforce performance back into the matching model to transform the sourcing funnel.
LOG—02
Commercialized HGS Agent X, transforming an internally developed AI agent-assist platform into a competitive enterprise offering through go-to-market strategy: naming, positioning, packaging, partnerships, and launch.
LOG—03
Building partner ecosystems with Microsoft, AWS, Apple, and Twilio across roles and industries.
LOG—04
Led enterprise communications through simultaneous FTC, DOJ, and DOL investigations, establishing crisis communications and rebuilding trust through transparency, compliance, and authentic advocacy.
RECOGNITION://HONORS
- Top Women Leaders of 2025 — Women We Admire
- Gold Stevie Award — alorica.com
- Platinum dotCOMM — Social Media Marketing
- Bronze Telly Award Series — #IAmAlorica
- BIG Awards for Business — Agent X
DEEP-DIVE://ONE-STORY
translation: the one I tell in interviews
Rebuilding a global two-sided marketplace around quality, not volume
Headhunted by Arise Virtual Solutions to rebuild the growth engine—once there, the scope kept expanding, into marketplace strategy, the AI operating model, regulatory communications, and enterprise transformation. That’s what happens when you volunteer for the problems without playbooks.
Redefining marketplace success from registration volume to marketplace quality is where we begin. We redesigned onboarding and AI matching around fill rates, unit economics, customer outcomes, and long-term marketplace health. We rebuildt trust through authentic service partner advocacy while the company navigated its hardest chapter.
Scale
Global two-sided marketplace · $8M budget · team of 15 across NA, EMEA, India & LATAM
What I Owned
Marketing, experience & communications; marketplace strategy & AI operating model; crisis comms through FTC, DOJ & DOL scrutiny
Result
50% annual savings · paid acquisition costs down 90% · conversions up 10% · highest-rated 360° leadership score in the company
STACK://COMPETENCIES
translation: where I add the most value
- Marketplace Strategy & Growth
- AI Commercialization & Operating Models
- Demand Generation & Pipeline
- Strategic Partner Ecosystems
- Brand & Editorial Thought Leadership
- Crisis & Regulatory Communications
- Digital Transformation
- Product Marketing & Launch
- Global Team Building & Leadership
- Turnarounds & Complex Environments
ENV://DOMAINS
translation: markets I speak fluently
- Two-Sided Marketplaces & Gig Economy
- Enterprise AI & Emerging Tech
- CX / BPO & Digital Transformation
- Technology Services & SaaS
- Consumer Social & SMB Tech
- Media & Publishing
- Startups
- Travel
- Real Estate
STORIES://BUILT-NOT-JUST-TALKED-ABOUT
translation: I make real things
Startup: DailyHap
“What do you want to be when you grow up?” For as long as I can remember, the answer was happy. So I built a platform for it: a gamified community guiding people to happiness one small action at a time. Covered four dimensions, daily action items, community-driven curation, and three revenue streams.
Blog & Podcast
Brand strategy, content, and marketing execution for small businesses afraid of marketing and AI — the ultimate nerds-and-normals translation problem. Debuted with guerrilla marketing at SXSW 2026.
PING://GET-IN-TOUCH
translation: say hi
Need someone who translates? Let’s talk.
I do my best work in complex environments: multi-sided markets, turnarounds, transformation,where marketing brings clarity alongside revenue. Open to:
- Marketing Leadership Roles
- Fractional CMO
- Advisory
- Speaking Engagements