Lisa Aurichio: Mastering the Art of Versatility and Redefining PR and Marketing
The Chief Navigators
July 13, 2023
With PR and Marketing demanding versatility, innovation, and a deep understanding of both business-to-business and consumer-focused strategies, Lisa Aurichio, President at BSY Associates Inc., shines as a true visionary. With her unique blend of experience, expertise, and an insatiable drive for success, she paves the way for the future of mass communications, inspiring others and redefining the boundaries of what can be achieved in the field.
With over 30 years of invaluable agency and corporate experience, Lisa’s expertise spans a diverse range of industries, making her a force to be reckoned with in the business realm. While Lisa’s career has predominantly been rooted in business-to-business (B-to-B), with a focus on international trade, supply chain, and logistics, her versatility truly sets her apart. Her multifaceted background extends beyond these domains, encompassing a wealth of consumer PR experience in various captivating industries. From the realms of photography and technology to those of fashion and beauty, Lisa has left an indelible mark, utilizing her skills and knowledge to drive impactful and engaging campaigns.
First into the World of PR
Lisa had known since high school that she wanted to pursue a career in PR, although she initially had the misconception that it simply involved event planning and attending parties. She chose the University of South Carolina for her undergraduate degree due to its advertising and public relations concentration, which was a distinctive program offered by the school of journalism and mass communication. It was on the very first day of her Public Relations 101 class that she discovered there was much more to this industry than she had initially believed; it was clearly more than just event planning, but having an affinity for a good party wouldn’t hurt. That revelation instantly captivated her, and from that moment on, Lisa was hooked on the world of PR.
A Career Fueled by Ambition and Immersion
Lisa began her career with BSY Associates, the firm she is currently at, in the early 1990s as a junior PR manager. As a boutique agency specializing in international trade, BSY Associates provided unparalleled opportunities for upstarts like herself who demonstrated their ability to work above their paygrade. The firm teemed with young, eager, ambitious, and creative types who thrived in situations that pushed them outside of their comfort zones. Barbara Spector Yeninas, the owner, instilled confidence in her young staff by putting them in situations that fostered growth, forcing them to push past discomfort. Lisa and her colleagues learned early on that they could achieve great things if they didn’t let fear of failure hinder them.
After about four years, Lisa felt the need to expand her horizons and moved to Manhattan, where she worked at large PR agencies catering to a diverse range of B2B and B2C clients. She also spent years working in-house handling press relations and trade marketing for a global luxury beauty company.
Over the last 30+ years, Lisa has discovered that the key to creating excitement for any subject is to genuinely get excited about it. Whether she’s delving into the top notes of a new fragrance or exploring the top five ways to improve supply chain fluidity, Lisa understands that immersing herself in the subject matter is essential. She finds the intricacies of different industries fascinating—each one is complex and nuanced, filled with both successes and failures, and rife with its own set of challenges and opportunities.
“There is a different energy when you are working for an industry you care about, and that passion resonates throughout everything you do.”
BSY Associates Inc.
BSY Associates is a full-service marketing communications boutique agency that specializes in supply chain and logistics. Founded by Barbara Spector Yeninas in 1974, BSY Associates fills a unique role in an industry dominated by men. Strictly B2B, the agency has learned how to speak the language of the industry while also bringing its diverse background to the table as the team collectively works to break through the clutter for the firm’s clients, differentiating them from competitors that provide similar, but not quite as great, products, services, or solutions.
Driving Business Growth
While Lisa takes great pride in managing marketing communications plans ranging from long-term education initiatives to celebrity media efforts and highly visual stunts, she feels that her greatest accomplishments are tied to winning, retaining, and growing business, especially in her current role as the president of BSY Associates since 2018.
As the president, Lisa bears the responsibility of ensuring the agency’s continued growth, a role that aligns perfectly with her strengths. She excels at winning new business by developing strategic, creative, and out-of-the-box communications plans. She understands the importance of retaining and growing existing business through flawless program execution and building strong relationships with clients. Additionally, Lisa embraces the challenge of finding, training, and supporting a creative and strategic workforce, which has become even more demanding with the shift to remote work.
At a boutique agency like BSY Associates, the individual who secures the business also oversees and nurtures it. This ongoing connectivity has provided Lisa with opportunities to transform individual projects into retainer accounts and small six-month retainers into large, multi-prong year-long retainers. It is through this approach that Lisa achieved her greatest accomplishment of doubling the size of BSY Associates in just three years.
Transformative Moments
There were several significant moments in Lisa’s career that she recognized as pivotal, instilling her with confidence and creating game-changing shifts. One such moment occurred early in her agency career when she participated in a new business pitch. Despite initially feeling overwhelmed and doubtful that any of her ideas would resonate, Lisa pushed past her self-doubt and experienced a surge of inspiration. She had a lightbulb moment that led to an idea she knew would win the business. Ultimately, she outshone her colleagues and was entrusted with presenting her concept to the potential client—an entirely new experience for her. The pitch involved three agencies presenting their ideas in front of each other, and Lisa’s concept emerged as the clear winner. The business was offered to her agency, with the condition that she would lead the account. This pivotal moment not only altered her job title but also transformed her belief in herself, propelling her career in a new trajectory.
In 2022, Lisa achieved another significant milestone when she was recognized as one of the Best 50 Women in Business in New Jersey by NJBiz.com. This recognition held profound importance for her as it acknowledged not only her prowess as a PR practitioner but also her talent for running a business and building a team. Lisa takes great joy in the fact that her job allows her to excel in both these areas, and this recognition further affirmed her abilities.
These transformative moments in Lisa’s career have shaped her confidence, opened doors to new opportunities, and propelled her forward as a successful professional in the PR industry.
Vision for the Next 20 Years
Lisa’s long-term goals revolve around consistently challenging herself and her team, avoiding complacency that can stifle creativity. She envisions the next 20 years as a continuous journey of learning, fostering both professional and personal growth. Lisa strives to maintain a career that inspires her each day, a career that blends the realities of the industry with a touch of glamour and excitement. She aspires to strike a balance between the practical aspects of her work and the elements that add a touch of dazzle and intrigue. By setting these goals, Lisa aims to ensure that her career remains fulfilling and motivating for years to come.
Read the digital magazine here.