Inside the Mind of a Marketing Visionary

In a world where marketing and creativity are key drivers of brand success, few have made as significant an impact as DJ Lampitt. With a career that spans multiple industries and a reputation for pushing boundaries, DJ Lampitt has consistently delivered innovative strategies that drive growth, brand loyalty, and market share. Alex Wilkins sat down with DJ Lampitt to talk about his career journey, the projects that defined his path, and his vision for the future of marketing.

How did you start your career in marketing?

I started at Lululemon, a brand that’s known for its viral marketing strategies, especially around store openings. One of my first campaigns involved getting people to show up naked to a store launch for free outfits—definitely unconventional, but it worked! I was part of the leadership team, and my focus was on marketing the product into new markets. It was there that I honed my skills in Trade Marketing, which today we’d call Go-To-Market Strategy. My time at Lululemon opened doors to bigger opportunities, including roles at global alcohol brands like Crown Royal, Ketel One, Sailor Jerry's, and Hendricks Gin. I was also fortunate to join Diageo’s innovation leadership team, where I helped develop new products from scratch, including branding, creative design, and market fit.

What would you say was your "big break"?

My big break came when I joined VEGA as the Director of Trade Marketing and Innovation. The company was still a niche brand with a very “hippie” image, but I saw an opportunity to rebrand it for the mainstream. We rebranded 174 SKUs and completely overhauled the creative direction, which led to massive growth. One of the biggest wins was working with Whole Foods, Sprouts, and other major retailers to introduce innovative in-store programs. I even launched a “Fueled by Vega” juice bar with a smoothie-making bike powered by pedaling. In just one year, we turned a Vancouver Whole Foods store from $350,000 in sales to $1.5M.

What’s been the most rewarding aspect of your career?

For me, the most rewarding part has always been seeing ideas come to life—especially those that push the envelope. Whether it’s a creative campaign or a product launch, I love the process of collaborating with talented teams to turn an idea into something tangible and impactful. My work has always been tied to ROI, so seeing the measurable results—like the sales boost at Whole Foods—is incredibly gratifying. It's also rewarding to know that my work has played a role in elevating brands like VEGA, Diageo, and even the National Puerto Rican Chamber of Commerce.

Can you share any cautionary tales or mistakes you’ve learned from?

In my early days at VEGA, I was in that startup mindset, and I took on a lot. I grew my team quickly and sometimes found myself spread too thin. It was all about getting things done quickly and efficiently, but I learned, the hard way, that balance is key. Passion for the work is important, but you need to make sure you're working within your limits and giving yourself and your team the space to thrive.

What awards have you won, or been nominated for?

I’ve been fortunate to win a few industry-specific awards. VEGA won the Natural Products Expo Award for Best New Brand, and we also won for our booth designs. Additionally, our campaign for Thrive Forward, an online wellness platform and book, won a campaign award for its impact in encouraging plant-based living. It’s always an honor to see our work recognized, but for me, the real reward is the impact these campaigns have had on the brands.

What are some of the biggest projects you’ve worked on?

Three projects stand out:

1. The rebrand of 174 SKUs at VEGA, which took a year of collaboration with a creative team of six to transform the brand. This was a major project, involving multi-language packaging and designing all new marketing assets.
2. Leading the innovation team at Diageo to create Foundry Cider for the Canadian market. From selecting the liquid to designing the brand and marketing campaign, this was a full-spectrum project completed within an intense eight-month window.
3. The rebrand and market expansion of the National Puerto Rican Chamber of Commerce, where I serve as VP of Marketing and Creative for Small Business. My team and I have been focused on creating campaigns that attract small business owners and help them expand into new markets.

What made these projects successful?

All these projects were driven by strategic planning and creativity. We took a proactive approach, always thinking ahead and making sure we stayed true to the brand's identity while also pushing the envelope. The focus was on growth—whether it was increasing market share, launching new products, or expanding into new regions. Each project had clear, measurable goals tied to ROI, which ensured we stayed on track and delivered success.

Have any of your projects been commercially successful?

Absolutely. The best example would be the marketing campaign at VEGA. By implementing a strategic distribution plan at Whole Foods, we increased sales from $350K to $1.5M in just one year. All my campaigns have a clear ROI focus, so I’m always working toward measurable success that boosts brand awareness, sales, or market share.

What’s the worst piece of advice you've ever received?

"Play it safe." It’s probably the worst piece of advice in the brand world today. I believe in the complete opposite approach. Innovation and creativity are the keys to standing out, especially when you’re trying to make a lasting impression in a crowded marketplace. The only way to get noticed is by thinking ahead of the curve and challenging the status quo.

What advice would you give to others in your field?

Lead by example. Always challenge yourself and push the envelope to deliver creative campaigns that build brand loyalty and make people think. In a world full of noise, you need to do something that stands out and resonates with your audience on a deeper level.

Have you had any fun experiences working with celebrities or influencers?

Yes! Both at Lululemon and VEGA, we worked with ambassadors who were celebrities or well-known figures in the wellness and fitness world. We collaborated with them on campaigns and hosted exclusive meet-and-greet events and fitness classes where we introduced new products. It was a great way to engage with their communities and leverage their influence to amplify our campaigns.

What’s your proudest achievement?

I’m proud of every project that’s had a real, tangible impact on a brand. Whether it’s VEGA’s success or my work at the National Puerto Rican Chamber of Commerce, I’m proud to have been a part of efforts that created lasting change. But I’d say that working to redefine how we approach agriculture in Puerto Rico is probably one of the most meaningful projects I’ve worked on. It’s not just about marketing—it’s about creating a more sustainable future.

How would your peers describe you?

They’d say I’m always thinking outside the box, constantly pushing the boundaries of what we should be doing in marketing. I’m also known for being an industry insider, always ahead of the curve in terms of trends and innovations. They’d also say I’m a thought leader when it comes to connecting people and brands and building authentic partnerships that drive growth.

What’s the biggest lesson you’ve learned over the years?

The biggest lesson I’ve learned is to stay open and receptive to learning. It’s easy to get caught up in thinking you have all the answers, but true growth comes from being open to new ideas, collaborating, and constantly improving. Humility and learning from mistakes are key to long-term success.

What’s next for you?

Right now, I’m deeply involved in agricultural marketing in Puerto Rico. We’re focusing on community-based strategies and creative campaigns to raise awareness around food security and sustainable agriculture. This is an area I’m passionate about, and I’m excited to see how we can drive positive change for the future.

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With a career built on bold ideas, measurable success, and a future-focused mindset, DJ Lampitt continues to push the limits of what’s possible in the marketing world. Keep an eye on what he’ll do next—you can be sure it will be innovative, impactful, and impossible to ignore.