Lydia Michael, Owner | Lead Consultant
Lydia was born and raised trilingual in Germany. She began her career focusing on digital media and marketing at the Detroit Jazz Festival. There, she worked on the creation of the first U.S. Jazz Festival app while managing marketing and media campaigns. She eventually transitioned to a Detroit- and Los Angeles-based Artist Relations & Management firm and its independent record label, where she honed her skill set in the entertainment and music industry. While guiding these ventures from inception to growth, she also spearheaded Global Marketing and Operations Management efforts for five years where she developed, marketed, and managed Grammy-winning artists and their brands internationally. Her work includes project collaborations with Deloitte and L’Oréal in Düsseldorf, Germany.
A culture and language enthusiast, Lydia previously ran her first small business, Authentic Lingo, LLC, where she and her team provided English and German business, language and cultural services to global automotive expatriates. Some of these included corporations like Bosch, Continental, Detroit Diesel, FCA, Mercedes-Benz Financial Services, and VW Group of America.
The inspiration for Blended Collective and Lydia’s vision of enriching brands and experiences through culture continued with her project at L’Oréal. With the key focus of how to rebrand the consumer mass market hair care brand Fructis, she strategically analyzed various US and German industries as well as brands. Geared towards the millennial demographic, she developed recommendations for a successful relaunch as a love brand. This project along with her multicultural upbringing and work experiences, propelled her to continue the journey with Blended Collective.
Since then, Lydia has worked with startups, small businesses, nonprofit organizations, and corporations. During the COVID-19 pandemic, she consulted and worked with 50+ small businesses to help them pivot as they experienced various business and marketing disruptions. Besides her client engagements, she serves as a regular service provider at organizations to educate businesses on marketing and branding through 1:1 consulting sessions, workshops and webinars.
Lydia enjoys being involved in the arts and culture community, and is a member of the Board of Trustees at the Detroit Symphony Orchestra. She holds a B.S. in Marketing from Wayne State University in Detroit and an M.B.A. in International Management from Pforzheim University in Germany. In 2018, she received the Wayne State University Mike Ilitch School of Business Emerging Leader Award, followed by the 2019 Corp! Most Valuable Millennials Award, and 2021 WBE Volunteer of the Year Award. For more about Lydia, click here.