Executive Vice President
Elizabeth Yekhtikian has worked with a wide variety of consumer and business to consumer clients ranging from start-ups entering crowded markets to established global brand leaders in tech, retail, financial services, education, real estate and healthcare.
A former television reporter and documentary producer who covered local news, Elizabeth is also an executive media trainer. Creating and cultivating relationships with top-tier business press like WSJ, NYT and Bloomberg, and consumer and broadcast press like USA Today and CNN is where she excels as well as helping a wide range of clients in the real estate, tech, consumer and venture capital space prepare for these high stakes interviews.
As a media trainer, Elizabeth has worked closely with companies like HP, Walmart, Raytheon, Upromise, DHL, Sony and Hitachi in defining and delivering their messages and stories to the media. As a media pitcher, Elizabeth has developed and implemented award winning media placement campaigns for clients like Gradifi which helps millennials pay down their student loans and Quell, a wearable device for pain targeted at boomers.
Gradifi launch highlights included a national spotlight on the 1.4 trillion dollar debt problem and positioned the company as a solution to the massive debt millennials face, launching the company from stealth in late 2015, and educating the market on employer backed student loan assistance programs, and helping drive customer acquisition through aggressive media outreach and placements in outlets like Forbes, Bloomberg Radio, CNN, Time, WSJ, FBN, CNBC, totaling over a billion impressions in one year alone. Earned media was Gradifi’s only external marketing strategy at the time and is credited for multiple customers leads from the initial launch through the company’s acquisition by First Republic Bank in December 2016.
A graduate of Boston University’s College of Communication, Elizabeth also earned a Master’s degree in broadcast journalism from Emerson College. Perhaps the highlight and culmination of both her work as a reporter and a media specialist came after she received a phone call from Peter Jennings himself congratulating her on her tenacity in making sure he received her pitch materials after waiting outside the ABC newsroom in NYC for hours.
Elizabeth lived in NYC as a reporter and Boston for over 20 years as a PR practitioner and now resides in her hometown of Kingston, MA where she serves on the Board of Directors for Sacred Heart School.