“I believe that sports are part of the final frontier for feminism. The inequities are staggering, but good news is that there are endless opportunities available to leverage women’s sports to elevate your brand: The sponsorship pay gap is egregious but I decided a long time ago that you can either get mad, or you can get busy.”
Liza’s relentless drive to be her best permeates her every interaction and elevates all spaces she occupies. With unmatched energy, she applies her expertise in sales and marketing to problems she sees in business in a way that brings everyone along. Her plethora of high-level professional experiences combined with a love of women’s hockey have brought her to Parity in a specific role that is the first of its kind, but she won’t let it be the last.
Multiple careers in real estate with focuses on historic preservation and underserved communities before, during, and after the market’s early 2000s crisis taught Liza how to build and motivate effective teams in scarce times and niche situations. A transition to sales and marketing meant she applied those skills to media, and over-delivered on revenue goals in every position she has occupied in the decade since. A happenstance experience easily selling advertising space in the 2012 Women’s Hockey World Championship program exposed Liza’s true purpose: She saw enormous opportunity where everyone assumed there was none. This initial experience with women’s hockey would grow into rabid fandom a few short years later.
Liza grew up in the Adirondacks of upstate New York, attending hockey games with friends’ families, and earned a BA in Communication and Media Studies and an MS in Historic Preservation from Purchase College, and University of Vermont, respectively. Her athletic career consists of recreational participation in outdoor sports, and she’s been an avid lifelong cyclist. In 2020 she discovered gravel cycling, which appeals to her love of traditional hardtail riding. Upon meeting her wife, Josee, Liza’s obsession with women’s hockey skyrocketed. They attended Montreal Les Canadiennes games until the Canadian Women’s Hockey League collapsed in 2019: The events of the CWHL’s demise and Liza’s prior witness to the sport’s dedicated community triggered action. Her identity as a devoted fan, experience in business and media sales, ability to broker partnerships, and commitment to women and pay equity mean she forced her way into spaces where she could make a difference for women athletes-most notably in volunteer roles with Women’s Hockey Life and the Professional Women’s Hockey Players Association. She never wanted to play hockey, but sees the role that she as a superfan and professional can play in the sports universe. The scalability of the Parity business model fits perfectly with Liza’s shared goal of elevating all women athletes.
Liza and Josee live in Montreal with their Australian Labradoodle, Benson. During a long recovery from a surgery in her thirties, Liza bought a piano and learned to play: She wanted lessons as a child, but never got them. She’s a bad guitar player, a pretty great knitter, a recreational but very competitive curler, and hugged Hilary Knight once.