Fashioning Brands
In 2016, Lisa Singer left DA Apparel, where she served as director of U.S. operations, for a position as vice president of brand & strategy at High 5 Games, a company that seems miles away from the clothing industry she had worked in since 2007.
Not really, says Singer, who has engineering and business degrees in the textile industry.
“My passion for design and business led me into the fashion industry,” she says. “I spent nearly a decade working with world-known clothing brands like Levi’s, Armani, Ann Taylor, Gap, Banana Republic and many others. Combining engineering and business allowed me to understand both the creative and strategic sides of the fashion world.”
High 5 Games ranks as one of the largest independent providers of casino games for land-based, online and social markets. High 5’s games can be found in more than 150 countries on six continents.
Something clicked when Singer saw an announcement that High 5 sought an executive. She saw the similarities between both industries, despite their different focus at first glance.
“I was impressed by the company’s creative energy,” says Singer, who obtained her bachelor’s and master’s degrees from Marmara University in her native Turkey.
“Although gaming was a new industry for me, I saw many parallels with the work I had done in fashion, especially when it came to connecting with consumers, building engaging experiences, and staying ahead of trends. I jumped in, learned everything I could and worked my way up. It’s been a rewarding journey.”
Both industries rely on innovation, understanding consumer behavior, and staying ahead of trends, Singer explains. Success in each field comes from building experiences that connect with an audience. “Whether it’s designing a new collection or launching a new slot game, the goal is to create an experience that resonates and leaves a lasting impression,” she says.
“At their core, both industries depend on establishing an emotional connection to customers. I lead global branding, marketing strategy, partnerships and campaign development. My role is dynamic and touches many parts of the business, like operations, creative and data, and I enjoy it.”
On any given day, you might find Singer questioning processes, creating campaigns to make player engagement more fun and entertaining, replying to players on social media or customer support, getting players’ feedback or testing out new game features.
“I love connecting with our players and putting players in the center, understanding their needs and thinking how we can make their experience with High 5 better. Each day I work to find the best way to position High 5 Casino to the consumer,” says Singer, who relaxes from her busy schedule by enjoying time with her 6-year-old daughter and concocting new recipes.
Company CEO Tony Singer has been a key mentor. “His vision, trust, and support gave me the space to grow, experiment and make meaningful contributions to the company,” she says, leading to a future of meaningful connections with players and the opportunity to mentor others.
