Sparks Promotes Lickliter to CXO
August 23, 2017
Sparks today announced the promotion of Robin Lickliter to Chief Experience Officer (CXO). This makes Sparks one of the few male-owned brand experience agencies to have a woman in the C-suite.
Formerly Senior Vice President of Events at Sparks, Robin will continue to lead the client services, operations and execution teams of the agency's rapidly growing Event division. She is one of the most senior members of the company's executive team, and has directly led or guided the production of award-winning events and experiences for key clients including Google, Budweiser and LEGO.
Sparks CEO, Scott Tarte, who has long been an advocate of developing the agency's strong culture puts a major priority on talent. He feels this promotion recognizes the hard work and dedication of Lickliter.
Said Tarte: "It’s hard to imagine Sparks without Robin’s leadership. She has been viewed as a C-level executive for many years and this promotion is an acknowledgement to her and the entire industry of the critical role she plays in our company.”
When asked how she felt about the promotion and the powerful message it sends to the thousands of women working in experiential marketing, Lickliter replied:
"It's been an amazing experience over the past decade+ developing and growing our events and experiential offering at Sparks," said Lickliter. "I feel very fortunate to have had this opportunity in my career with exposure to killer brands, cutting-edge work, and hands down the most talented, creative, passionate team/work family out there. I'm proud to be named our first (female) CXO and look forward to continuing to lead our agency's growth and evolution."
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