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CAREER STORY
STACEY COST CAREER STORY
www.staceycost.com Page 1 of 2
I have achieved success in six diverse industries; you can join me in being somewhat amazed by that.
My industriousness has been applied to healthcare, retail (twice), financial services (twice), mobile
phones, dot com and consumer packaged goods.
MY FORMULA
Research, teams, collaboration, mentoring, technology, creativity, having fun and lucky breaks (though
they are elusive).
THINGS I LOVE
Dry humor, reading, dogs, brainstorming, curiosity, quick thinking, authenticity, team players, integrity
and laughing so hard I cry.
THE WORK
HEALTHCARE, HEALTH PLANS AND HUMOR, OH MY (2011 – PRESENT)
Into the world of healthcare communications I came, with no healthcare experience. The challenge?
Eighty percent of people are healthy and healthy people don’t think about healthcare. However, that
same 80% want convenient options for care when they need it. We went to work with insights,
technology, imagination, personality, and tenacity, putting ourselves in the shoes of the notoriously
ambivalent healthy people and the highly interested not-so-healthy people.
We allowed the brand to speak to people as a fellow people, not a giant company. Some of our
creative was revolutionary for a 115-year-old healthcare organization and some of it was a bit funny if
we do say so ourselves.
Our work has exceeded sales and volume goals, grown brand preference scores, and won quite a few
awards. We’ve launched new products, built an enterprise website and intranet and democratized
logos, photos, and templates for a workforce of 20,000. Presbyterian Healthcare Services and
Presbyterian Health Plan are the state’s most preferred healthcare organization and health plan
serving one in three New Mexicans.
One of my favorites. Virtual reality groundbreaking to see the future.
7,000 people at a hospital opening? yup
Don’t make a Medicare Advantage mistake.
STACEY COST CAREER STORY
www.staceycost.com Page 2 of 2
RETAIL ADVENTURE (2010)
A well-loved local greenhouse was selling live plants
online, via catalog and in local stores. The retail
stores had one brand, the online store and catalog
had another and the products were the same in all
places. I redesigned their fragmented brands and
the fact that sales grew during a financial crisis was
enormously satisfying to me (1%, but still).
FINANCIAL SERVICES (2000 – 2009)
I’m no quitter. I tried residential mortgage lending two times. I was intrigued by how there are so
many people buying homes, and yet mortgage marketing was so bland. Changed that with clever and
beautiful ideas and similarly fantastic teams. Was able to ring the opening bell on the NYSE for an IPO,
and propelled Santa Fe, NM mortgage REIT into the Fortune 1000 stratosphere.
DOT COM IN THE 90’s
I met a guy, and we were both fascinated by the internet. We assembled a group of
programmers and built a company. We called it SWAN Media. SWAN stood for
Something Without A Name. Please know I’d approach the naming differently if I
had a do-over. Sold the whole caboodle to iXL in 1997. Affirming to know a big thing
when I saw it.
GOT IN AT THE BEGINNING OF THE CELL PHONE INDUSTRY (1986 – 2000)
Answered an ad looking for a marketing person
to promote car phones in the southeast. Got the
job and traveled around the country and the
world doing competitive assessments, pricing,
advertising, merchandising, research and
building a customer analytics team before that
was a thing (e.g., ‘90s). Also got the newest phones and free service which
was cool at the time.
CONSUMER PACKAGED GOODS (1985 - 1986)
I thought pens and pencils
would be interesting since
everyone uses them.
MY FIRST RETAIL ADVENTURE (1984 - 1985)
The idea of being a buyer for a new
chain of stores seemed interesting,
as I do like to shop. I learned a lot.
You must be quite aggressive to
negotiate well and it's hard to leave
that trait at the office.
Name: Wendy Clark
Current Position: Partner
Organization: The Consello Group
Former Global CEO, Dentsu International
Stacey demonstrates the "genius of the and" by being both operational and inspirational in her
work approach. Stacey masters the details, sets a plan, works the plan and delivers results. At
the same time, she leads with vision, inspires teams (both direct and indirect) and plays to win
the war (not the battle).
The highest compliment I can pay Stacey is that during my time working for her I learned
constantly -- about marketing, about business, about human interactions, about leadership and
about integrity.
Name: Valerie Vargas
Current Position: SVP Advertising & Retail Marketing
Organization: AT&T
I have had the incredible opportunity to work for Stacey not only once but twice - at BellSouth
Cellular and then at HomeBanc Mortgage. If you are looking for an individual who drives
strategy, creativity, analytical decision-making and all while inspiring her team - she's your kind
of leader.
Stacey is incredibly insightful. She utilizes this strength in making strategic decisions to take a
product, brand or service to market. Additionally, she is highly analytic using results-driven
analysis to improve performance of that execution in the market. As a leader, she coaches the
best from her team empowering and bringing out the special skill sets and abilities of each
member. An inspirational leader, she is the type of manager who leaves raving fans within any
company she touches.
Name: Jeanne de Vries Sands
Current Position: Chief Information Officer
Organization: Summit BHC
Stacey has a rare talent for knowing what needs to be done immediately and helping others on
their journey to realize what she has already figured out. Stacey is able to take vague
specifications and little budgets and create a meaningful marketing experience. My favorite thing
about working with Stacey is her radical candor and tenacity, even in the face of adversity. She
is a great person as well as a great employee.
Name: Scott Goldman
Current Position: Co-Founder and CEO
Organization: TextPower, Inc
In the early days of the cellular industry there was a group of people globe-trotting on behalf of
BellSouth Cellular to help license, launch and operate systems in countries from Germany to
Australia. Stacey and I were both part of that group and worked closely together on projects
where marketing, strategic planning, budgeting and engineering all intersected. In every situation
I found her to be thoughtful, imaginative, concise and receptive to comments. Anyone whose
marketing needs a shot of adrenaline or a manager that can herd cats would be well-served
bringing Stacey on board. She is a rare talent, and I am completely confident recommending her
to anyone.
Name: Melissa Steffan
Current Position: President
Organization: Evernorth Home-Based Care
Stacey is not only a creative brand strategist, but her knowledge and expertise of business
operations have driven outcomes that far surpass a traditional marketing approach. Her
partnership with the business creates a differentiated position for growth and enablement that
are fueled by technology, agility and innovation. She is a strong leader and develops teams that
are not only interdisciplinary but future thinking and provocative.
Name: Tom Beck
Current Position: Executive Director
Organization: SoDA::The Digital Society
I’ve collaborated with Stacey for almost 10 years and worked very closely with her to transform
the digital customer experience in segments as diverse as financial services, healthcare and
niche retail. Regardless of the size of the enterprise, the nature of the target consumer, the scale
of available marketing resources or the complexity of the growth strategy, Stacey has always
found a way to help the business take a big step forward. From what I’ve experienced, her
equation is simple: Strategic vision + An uncanny ability to get things done = Impact.
Stacey is an exceptional leader… a big picture seer, creative brand storyteller, customer
experience maven, digital marketing master and fearless choreographer of the delicate dance
between strategy, marketing, sales and technology. Management teams love working with her
because she is pragmatic and always delivers. Marketing teams love working for her because
she leads with vision, spirit, humor and compassion. And agency partners love working
alongside her because she’s smart, honest and bold. It’s an honor to count Stacey as a client,
collaborator, partner, mentor and friend. I highly recommend, extoll and advocate for her without
hesitation.
stacey@staceycost.com

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A quick journey across brands, industries and people.

  • 1.
  • 3. STACEY COST CAREER STORY www.staceycost.com Page 1 of 2 I have achieved success in six diverse industries; you can join me in being somewhat amazed by that. My industriousness has been applied to healthcare, retail (twice), financial services (twice), mobile phones, dot com and consumer packaged goods. MY FORMULA Research, teams, collaboration, mentoring, technology, creativity, having fun and lucky breaks (though they are elusive). THINGS I LOVE Dry humor, reading, dogs, brainstorming, curiosity, quick thinking, authenticity, team players, integrity and laughing so hard I cry. THE WORK HEALTHCARE, HEALTH PLANS AND HUMOR, OH MY (2011 – PRESENT) Into the world of healthcare communications I came, with no healthcare experience. The challenge? Eighty percent of people are healthy and healthy people don’t think about healthcare. However, that same 80% want convenient options for care when they need it. We went to work with insights, technology, imagination, personality, and tenacity, putting ourselves in the shoes of the notoriously ambivalent healthy people and the highly interested not-so-healthy people. We allowed the brand to speak to people as a fellow people, not a giant company. Some of our creative was revolutionary for a 115-year-old healthcare organization and some of it was a bit funny if we do say so ourselves. Our work has exceeded sales and volume goals, grown brand preference scores, and won quite a few awards. We’ve launched new products, built an enterprise website and intranet and democratized logos, photos, and templates for a workforce of 20,000. Presbyterian Healthcare Services and Presbyterian Health Plan are the state’s most preferred healthcare organization and health plan serving one in three New Mexicans. One of my favorites. Virtual reality groundbreaking to see the future. 7,000 people at a hospital opening? yup Don’t make a Medicare Advantage mistake.
  • 4. STACEY COST CAREER STORY www.staceycost.com Page 2 of 2 RETAIL ADVENTURE (2010) A well-loved local greenhouse was selling live plants online, via catalog and in local stores. The retail stores had one brand, the online store and catalog had another and the products were the same in all places. I redesigned their fragmented brands and the fact that sales grew during a financial crisis was enormously satisfying to me (1%, but still). FINANCIAL SERVICES (2000 – 2009) I’m no quitter. I tried residential mortgage lending two times. I was intrigued by how there are so many people buying homes, and yet mortgage marketing was so bland. Changed that with clever and beautiful ideas and similarly fantastic teams. Was able to ring the opening bell on the NYSE for an IPO, and propelled Santa Fe, NM mortgage REIT into the Fortune 1000 stratosphere. DOT COM IN THE 90’s I met a guy, and we were both fascinated by the internet. We assembled a group of programmers and built a company. We called it SWAN Media. SWAN stood for Something Without A Name. Please know I’d approach the naming differently if I had a do-over. Sold the whole caboodle to iXL in 1997. Affirming to know a big thing when I saw it. GOT IN AT THE BEGINNING OF THE CELL PHONE INDUSTRY (1986 – 2000) Answered an ad looking for a marketing person to promote car phones in the southeast. Got the job and traveled around the country and the world doing competitive assessments, pricing, advertising, merchandising, research and building a customer analytics team before that was a thing (e.g., ‘90s). Also got the newest phones and free service which was cool at the time. CONSUMER PACKAGED GOODS (1985 - 1986) I thought pens and pencils would be interesting since everyone uses them. MY FIRST RETAIL ADVENTURE (1984 - 1985) The idea of being a buyer for a new chain of stores seemed interesting, as I do like to shop. I learned a lot. You must be quite aggressive to negotiate well and it's hard to leave that trait at the office.
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  • 12. Name: Wendy Clark Current Position: Partner Organization: The Consello Group Former Global CEO, Dentsu International Stacey demonstrates the "genius of the and" by being both operational and inspirational in her work approach. Stacey masters the details, sets a plan, works the plan and delivers results. At the same time, she leads with vision, inspires teams (both direct and indirect) and plays to win the war (not the battle). The highest compliment I can pay Stacey is that during my time working for her I learned constantly -- about marketing, about business, about human interactions, about leadership and about integrity. Name: Valerie Vargas Current Position: SVP Advertising & Retail Marketing Organization: AT&T I have had the incredible opportunity to work for Stacey not only once but twice - at BellSouth Cellular and then at HomeBanc Mortgage. If you are looking for an individual who drives strategy, creativity, analytical decision-making and all while inspiring her team - she's your kind of leader. Stacey is incredibly insightful. She utilizes this strength in making strategic decisions to take a product, brand or service to market. Additionally, she is highly analytic using results-driven analysis to improve performance of that execution in the market. As a leader, she coaches the best from her team empowering and bringing out the special skill sets and abilities of each member. An inspirational leader, she is the type of manager who leaves raving fans within any company she touches. Name: Jeanne de Vries Sands Current Position: Chief Information Officer Organization: Summit BHC Stacey has a rare talent for knowing what needs to be done immediately and helping others on their journey to realize what she has already figured out. Stacey is able to take vague specifications and little budgets and create a meaningful marketing experience. My favorite thing about working with Stacey is her radical candor and tenacity, even in the face of adversity. She is a great person as well as a great employee.
  • 13. Name: Scott Goldman Current Position: Co-Founder and CEO Organization: TextPower, Inc In the early days of the cellular industry there was a group of people globe-trotting on behalf of BellSouth Cellular to help license, launch and operate systems in countries from Germany to Australia. Stacey and I were both part of that group and worked closely together on projects where marketing, strategic planning, budgeting and engineering all intersected. In every situation I found her to be thoughtful, imaginative, concise and receptive to comments. Anyone whose marketing needs a shot of adrenaline or a manager that can herd cats would be well-served bringing Stacey on board. She is a rare talent, and I am completely confident recommending her to anyone. Name: Melissa Steffan Current Position: President Organization: Evernorth Home-Based Care Stacey is not only a creative brand strategist, but her knowledge and expertise of business operations have driven outcomes that far surpass a traditional marketing approach. Her partnership with the business creates a differentiated position for growth and enablement that are fueled by technology, agility and innovation. She is a strong leader and develops teams that are not only interdisciplinary but future thinking and provocative. Name: Tom Beck Current Position: Executive Director Organization: SoDA::The Digital Society I’ve collaborated with Stacey for almost 10 years and worked very closely with her to transform the digital customer experience in segments as diverse as financial services, healthcare and niche retail. Regardless of the size of the enterprise, the nature of the target consumer, the scale of available marketing resources or the complexity of the growth strategy, Stacey has always found a way to help the business take a big step forward. From what I’ve experienced, her equation is simple: Strategic vision + An uncanny ability to get things done = Impact. Stacey is an exceptional leader… a big picture seer, creative brand storyteller, customer experience maven, digital marketing master and fearless choreographer of the delicate dance between strategy, marketing, sales and technology. Management teams love working with her because she is pragmatic and always delivers. Marketing teams love working for her because she leads with vision, spirit, humor and compassion. And agency partners love working alongside her because she’s smart, honest and bold. It’s an honor to count Stacey as a client, collaborator, partner, mentor and friend. I highly recommend, extoll and advocate for her without hesitation.