From Accidental Marketer to Strategic VP

Lauren’s journey began with a happy accident—she walked into the wrong office at San Diego State while looking for a summer job and walked out with her first marketing gig. That early role managing the university’s sports and fitness programs launched a decade-long career in sports marketing, where she worked with powerhouse brands like Nike, Adidas, Puma, and Asics. She later moved into digital strategy with Tony Robbins, managing everything from SEO to social campaigns and PPC. There, she found not only performance-driven success but also a passion for mentorship that continues to shape her career.

Building a Brand from Scratch

When Lauren joined Ascent Funding, the company didn’t even have a website or a proper logo. Over the years, she led a full brand build—from identity creation to web development—eventually helping scale the fintech startup to $1.4 billion in student loans. As VP of Demand Generation & Partnerships, she now owns top-of-funnel growth, driving awareness and engagement through campaigns that offer real value to students, like scholarships, educational resources, and early-stage outreach to high schoolers.

Collaborating to Cut Costs

With ad costs rising across platforms, Lauren leans into strategic innovation. She shifted from expensive cost-per-click models to mid-funnel metrics like cost-per-approval—giving both Ascent and its partners skin in the game. She’s also a big believer in co-branded giveaways and webinars to generate leads without breaking the bank. Perhaps most notably, she practices “co-opetition,” forming revenue-sharing relationships with competitors who send leads Ascent is better suited to serve. It’s a win-win that turns sunk costs into new streams.

SEO, AI, and the Future of Search

Lauren doesn’t sugarcoat it: SEO is more competitive than ever. With Google’s algorithm changes, AI’s impact on search, and the rise of Reddit and user-generated content in top rankings, marketers need to rethink how they show up. At Ascent, her team invests heavily in both internal SEO experts and external partners like Neil Patel’s agency to stay ahead. AI, meanwhile, is a key support tool—from writing outlines to generating design assets and media kits—but it’s used cautiously, especially when dealing with sensitive financial data. Her team views AI as an accelerator, not a replacement.

Transparency and Trust Will Win

The marketing world is moving toward more transparency—and Lauren’s all for it. She’s seen publishers restructure content and business teams to reduce bias, disclosures move from footer to header, and reviews take center stage in both SEO and consumer decision-making. Tools like VisualPing help her stay on top of what people are saying about Ascent across the web. Her message is clear: trust matters more than ever, and brands that prioritize honesty, compliance, and real value will outlast those chasing quick wins or gaming the system.