Meet Lily Mayo
The strategy has to survive
the handoff.
Lily Mayo learned storytelling at Reuters, LIFE, and The Daily Beast, where complex ideas had to become clear, relevant, and worth remembering. Through strategic brand positioning work, she helped companies across sectors define what they could credibly own. She also built systems that connected ready-to-buy customers with small businesses, turning buyer intent into real phone conversations at scale.
In healthcare, she built the messaging, ATS, automation, and integrated point solutions that connected a clear strategic position to what candidates actually needed, then made sure the best candidates were contacted when they were ready to make a move.
She helped build Bev in its early days. Backed by Founders Fund, the brand went on to achieve nationwide direct-to-consumer and grocery distribution and was later acquired by E&J Gallo.
Different industries, same lesson: a good idea is not enough. The strategy has to survive the handoff to people, content, software, and every decision that follows.
That is the thinking behind Belles. Lily turns what a company should be known for into a brand system its team can actually use and its buyers can recognize. Her work is backed by education at UNC Chapel Hill and Duke University’s Fuqua School of Business.
Experience behind the work
Across brands, teams, and systems.
Our founder’s career includes work inside these organizations and work supporting their marketing, brand, and digital systems.
Away from the work
A full house.
A lot to be grateful for.
Lily and her husband, William, are raising two daughters alongside two yellow Labs, Lucy and Charlie, and Linus, an orange Scottish Fold. The pets are named for Peanuts characters, a small nod to Lily’s mom, who loved Snoopy and lost her battle with ALS.
At home, William plays everything from Bach to Josh Ritter, John Mayer, and Taylor Swift on guitar while the girls dance around the house. Lily is grateful for it every day.
