Lydia Edwards
Growth Marketing Leader I Lifecycle Marketing & Growth Strategy I Mentor I Ex-Microsoft, Ex-Google
- Role
- Global Director of Growth Marketing - Spotify Advertising at Spotify
- Location
- Los Angeles, CA, US
- LinkedIn followers
- 500 followers
About Lydia Edwards
I’m a customer-obsessed Growth Marketing Leader with 15+ years of experience scaling revenue and engagement for some of the world’s leading tech brands, including Google and Microsoft. My expertise lies in leading high-performing teams to develop and execute global, data-driven marketing strategies that drive full-funnel performance—from acquisition through retention and product adoption.I’ve led lifecycle and growth marketing efforts across B2B and B2C, overseeing multi-channel programs (email, in-product, paid media, CRM, and more) that delivered measurable impact:$XB in Ads revenue through Agencies,+23% YoY revenue growth,$XXM in ARR from a new YouTube Ads product, 45% YoY user acquisition growth, and 69% revenue growth through optimized lifecycle campaigns at Microsoft. I bring deep experience in CRM strategy, performance optimization across multiple KPIs (LTV, CAC, ROI), GTM execution, and marketing automation—paired with a strong track record of cross-functional leadership.I’m passionate about building inclusive, insight-led marketing organizations that convert engagement into sustainable business growth. I thrive in environments where I can drive strategy and scale lifecycle marketing in a high-growth environment.I enjoy mentoring diverse professionals to help them recognize their talents and understand how to utilize them to their full potential.
Experience
Global Director of Growth Marketing - Spotify Advertising
Sep 2025 — Present · Los Angeles, CA, US
Lead global growth marketing and lifecycle strategies to drive advertiser acquisition, revenue and engagement. Partner with xfn stakeholders to deliver data-driven, customer focused marketing programs through cross channel campaigns.
Education
Northwestern University - Kellogg School of Management
Executive Marketing Course, Marketing Excellence
2011 — 2011
UW Foster School of Business
MBA, Marketing and Entrepreneurship
2007 — 2009
Post University
Bachelor's Degree, Marketing/Marketing Management, General
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