Liz Galloway is a dynamic Creative Director, PR Specialist, and media professional with years of experience in brand strategy, luxury travel, wellness, and adventure. She blends storytelling, marketing, and sustainability to create impactful campaigns for high-profile clients, and is a travel and adventure enthusiast.
Liz Galloway, PR Specialist
Introduce yourself! Please tell us about you and your life, so we can get to know you better.
I’m a multi-passionate professional who thrives on living life in parallel balancing a dynamic portfolio career that spans various yet harmoniously aligned verticals. My journey is defined by curiosity and the pursuit of experiences that fuel growth and creativity. From the adrenaline of adventure travel and the mindfulness of wellness retreats to the precision of brand strategy, broadcasting, TV hosting media production, and growing my nonprofit, I believe life is best lived at the intersection of these passions. I embrace the art of balance, integrating my diverse interests into a seamless flow that enriches both my professional endeavors and personal life. To me, it’s not about choosing one path but embracing the many that converge to create a life full of purpose, challenge, and fulfillment.
How do you help businesses build a consistent and authentic brand identity in today’s competitive market?
Consistency and authenticity start with a deep understanding of what drives a brand. With clients, I first dive into the heart of their story, what matters most to them and how they want to impact their audience. My experience hosting wellness and adventure retreats, along with multiple press trips across different brands has taught me that people connect with real, raw experiences. And I apply that insight to brand building. We create a strategic roadmap that aligns with their values and voice, and then we execute consistently across platforms. Authenticity means bringing the brand to life in a way that feels human, not manufactured, and I help brands show up in the same powerful way they would if they were inviting their audience on an adventure retreat with them. Our niche is travel, tourism, lifestyle, and luxury and my constant curiosity is always learning the newest ways to view an old topic. AI and new strategic marketing approaches are becoming essential tools in the travel, tourism, lifestyle, and luxury sectors, transforming how brands connect with audiences, create experiences, and enhance their value.
Can you share a memorable success story where your branding strategies made a significant impact on a client’s business?
One of my most rewarding projects was collaborating with a luxury wellness retreat client aiming to enter the adventurous market. We crafted a branding strategy that emphasized the experiential side of wellness, blending visual storytelling, targeted press outreach, and unique wellness-adventure experiences. This approach led to features in major publications and high-profile interviews with the founder, significantly boosting brand awareness.
Another standout project is the creation and execution of a TEDx Women event that celebrates community, amplifies diverse voices, and showcases prominent speakers and local brands. The event has received extensive media support and partnerships, sparking excitement and bringing people together in an inspiring, collective experience.
Tell us about your greatest career achievement so far.
I would say it's balancing a lifestyle of career pursuits, adventure, and personal growth. From hosting resilience-focused retreats to trekking rugged trails, joining race yachting crews, and leading clients on personal brand growth journeys, I’m focused on a career pursuit that lets me live my values, continue to learn and give myself a challenge. What challenges you, changes you.
If you could change one thing about your industry, what would it be and why?
I’d love to see more emphasis on authenticity over appearance. Too often, PR is focused on creating a polished image, but my work on expedition ships and wilderness retreats has taught me that the most meaningful connections are often unpolished and real. There’s real power in creating genuine, impactful stories that resonate with people’s actual experiences, and I believe that’s where PR continues to be headed.
Tell us about a pivotal moment in your life that brought you to where you are today.
There have been a few! Instead of offering another run-of-the-mill business quote, I’d rather shift more to the focus to what shaped my mind and body. Whether it was the 5,000-mile yacht race, trekking the tallest peak in Vietnam, raising my son, flying a helicopter solo for the first time, or trusting my instincts to relocate overseas three times to pursue and advance my career. These moves have been driven by my passion for growth, exploration, and the willingness to step into the unknown to seize new personal and professional challenges. All of these experiences shaped me. They taught me resilience, discipline, and the importance of keeping an open mind to learn new things. The same principles apply in business as in adventure: clarity, resilience, and a willingness to push beyond comfort zones.
What advice would you give to small business owners who are just starting to build their brand presence?
Be unapologetically yourself! This has become an overused phrase but to me it means doing the deep work of understanding who you are at your core. Authenticity is the ultimate life hack and “branding hack.” Know yourself, know your audience and be consistent. Think of branding as a relationship; it’s about building trust over time, and there’s no shortcut for that. Stay curious, open, and ready to adapt, (often repeatedly) and the rest will follow. Of course there is the real work from great brand visuals, to UX design, the right PR placements, speed, mission and differentiation to start. Make it client-worthy and press-worthy.
What’s a key lesson that your travel experiences/work in the travel industry have taught you that you apply in your career?
Flexibility is a great key to success. Whether you’re 30,000 feet up or presenting to a room full of executives, things won’t always go as planned. From being caught in unexpected weather conditions on an expedition to navigating sudden shifts in brand needs, I’ve learned that adaptability can be your biggest strength. Whether it's leaving a brand that is draining you and refocusing, or pivoting to get creative within existing and new verticals. Embracing change rather than fearing it allows you to innovate and find solutions that others might miss.
What role does wellness play in your brand and work philosophy?
Wellness isn’t just a nice addition; it’s the foundation of sustained success. I’ve seen firsthand how blending wellness with adventure brings out the best in people. When I lead retreats or create brand experiences, I incorporate that same balance of rejuvenation and challenge. It doesn't hurt that I work in travel and lifestyle which provides a lot of runway to incorporate wellness. It’s about showing up as your whole, healthiest self, and helping others do the same. If you're not healthy, it will affect everything in your life. I love starting the day with a great workout.
What do you consider the most important quality in a leader?
Emotional intelligence and vision. True leaders see beyond the present and aren’t afraid to innovate while keeping their team’s well-being in mind. When people feel understood and inspired, they’ll go beyond what they thought possible. But equally important is supporting your team’s true character and giving them the tools and realistic expectations they need to succeed, rather than pushing them toward burnout. A strong leader weighs real decisions carefully, and avoids flip-flopping that can break trust and lead to wasted resources and unnecessary work. I’ve experienced environments that taught me the significance of these principles. Good decision-making, backed by emotional intelligence and vision, creates a culture where people thrive and deliver their best.
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