Sponsor: Hayes Tauber
Lloyd joined INSP in late 2019 but she didn’t let the upheaval of the pandemic stop her from launching INSP.com’s first-ever video player experience, allowing fans to binge all seven seasons of “The Cowboy Way.” With locked-down viewers hungry for content, the launch included the never-before-seen Season 7 series finale and new webisode series, “Coffee with a Cowboy.” The initiative increased time spent on the site from 1.40 minutes on average in 2019 to 7.26 minutes in 2020. Her list of accomplishments includes introducing digital games and a successful watch-to-win sweepstakes that have helped lift engagement. “I don’t know that I have ever seen someone institute so many successful new initiatives in a similar time frame. Usually all of the new projects she has kicked off would take at least 5-7 years to ideate, execute and implement,” says INSP EVP, Marketing Hayes Tauber. “When an employee is radiating at such a high level, it forces you to be the best manager you can be.” Lloyd says she feeds off her team when it comes to creative strategies. “Often it is when we are informally brainstorming together that some of the most successful campaigns we have launched have come to life,” she says. “As my team knows, I firmly believe good ideas can come from anywhere and so I try hard to push them, and myself, to go beyond the boundaries of what is possible on the second screen and to think with the end goal in mind.” Outside of INSP, Lloyd has spoken on panels educating audiences on many topics, from how to bring live activations into their social media strategies to more personal topics, such as career development talks at various colleges and universities. “I love to help motivate and develop others. I truly get inspired by seeing those I have coached or led along the way move up in their careers,” she says.
“Tina’s biggest impact has been helping to change how the company sees these communications platforms as important levers for driving both new viewership and strengthening current fan relationships with our brands.”
– Hayes Tauber