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LAVIDGE CEO Bill Lavidge Announces Key Executive Leadership Promotions to Position the Agency for the Fast-Changing Industry Marketplace

May 13, 2024

PHOENIX (May 13, 2024) – LAVIDGE Founder and CEO Bill Lavidge has announced a top leadership restructure that raises CFO and Executive Vice-President Sandra Torre, and Chief Creative Officer Bob Case, to the dual roles of Co-Presidents. Alicia Wadas, who has been leading the agency as COO and Executive Vice-President alongside Torre for almost two decades, and who is planning to retire at the end of 2024, has been named President Emeritus. She will continue as a leadership development consultant for the agency after her departure in December. Bill Lavidge will stay fully active as agency CEO with a focus on his commitment to client partnerships and growth.

What’s more, Tim Trull, whose tenure has expanded the agency’s research and marketing strategy for its diverse client base, has been promoted to Chief Strategy Officer; Stephen Heitz, Chief Innovation Officer, who has substantially amplified the LAVIDGE digital roadmap, will concentrate on innovation and product development with an emphasis on AI and its implications for the firm, clients, and industry.

Both Torre and Case joined the agency more than 20 years ago. Their co-presidential partnership merges Sandra's sharp business acumen with Bob's unparalleled creative talents. This synergy ensures a competitive advantage through balanced and forward-thinking stewardship.

“These well-earned promotions reinforce my vision for LAVIDGE that’s as critical today as it was when I founded it 42 years ago: that a company’s strength is its people,” Bill Lavidge said. “My top leaders are award-winning, savvy professionals with a passion for their work; I feel assured that we have the most capable team to advance the agency’s goals into the near and distant future.”

The agency Lavidge launched in 1982 has also distinguished itself with firsthand community leadership and contributions to Greater Phoenix – Bill is a Phoenix Thunderbird, serves on several business and nonprofit boards, and retains close ties to his alma mater, ASU.

Award-Winning Executive Team

Moreover, LAVIDGE’s executive team excels in business operations and growth strategy as well as industry and community prominence.

Wadas, awarded "COO of the Year" among Phoenix’s top executives and the inaugural “Phyllis Ehlinger Women of Excellence” honor in 2018, notably served as president of the FBI National Citizens Academy Alumni Association for several years and was recently recognized by the FBI for “Exceptional Service in the Public Interest.” She credits her experience in the program with her evolving approach to steering LAVIDGE’s operations and leadership mentoring.

“My role demanded resilience and adaptability, especially during the challenges of a global pandemic, which gifted me with invaluable lessons in governance, community engagement, and the importance of a mindful approach to both corporate and volunteer roles,” Wadas said.

Torre’s signature focus on financial accountability and results has been the bedrock of the agency’s stamina over the last 20 years. She is also a board member of the New Life Center, the largest domestic violence and sexual assault refuge in Arizona and was among the Phoenix Business Journal’s “Outstanding Women in Business” in 2023. She is the creator of the LAVIDGE IMPACT program, the agency’s employee volunteer program that focuses on nonprofits for children in need, homelessness, hunger and poverty, and animal welfare. She has hosted over 60 different charity events with 30 local charitable organizations and is responsible for coordinating thousands of hours of community service. This initiative garnered an Arizona Business Angels award in 2021.

Case, who recently celebrated two decades of driving creative strategy for LAVIDGE, has been a prominent and dedicated voice in the local and national advertising community. He is a Member of the Society of Illustrators, was previously on the Board of Governors for the National Academy of Television Arts & Sciences and the board of the Phoenix Ad Club, and was Addy Co-Chair from 2012 to 2016. He’s also a regular contributor to the FOX-TV 10 post-Superbowl commentary on the big game’s ads performances.

“I’m excited and energized about how our new structure syncs seamlessly with our plans for LAVIDGE, preparing us for the fast-moving opportunities and also the market headwinds that accompany change,” Case said. “And as most of my colleagues know, I am a big supporter of nurturing our talent and fostering a culture of opportunity that also maximizes our industry footprint.”

Torre cited the need for long-term sustainability through smart business decisions that include the deep and diverse expertise of the executive leadership team.

“At the end of the day we’re all striving for the common goal of a strong and thriving LAVIDGE amid all the changes that surround us,” she said. “By assembling the strongest group of collaborators at the top, we can ensure that our agency’s ecosystem of people, clients, partners and top-class work prevails.”


Meet LAVIDGE, an employee-owned advertising, digital marketing and PR agency specializing in discovering and communicating insights which engage, motivate and inspire. From building brand awareness to driving revenue, from positioning thought leaders to enhancing perceptions, it's why we do what we do. Our unified marketing approach encompasses advertising, public relations, and digital marketing. And we've been doing it successfully since 1982 for clients in healthcare, real estate, education, hospitality, technology, sports marketing, retail services, food service, and government. Intrigued? Visit us at and get social with us on Facebook, Twitter, Instagram, and LinkedIn


MEDIA CONTACT:  Anne Robertson Managing Director, PR & Publicity
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