5 Minutes with… Lindsey Wilde Titus

For Lindsey Wilde Titus, experiential marketing has always been on her radar. Infused into her upbringing by her mother, an event producer, and then into her professional mindset whilst working in mobile marketing, she realised the potential that experiential held to build brand loyalty, recognition and love. 

Fast forward to today and Lindsey is the co-founder and managing partner of both Salt Productions and Pinch Creative, two sister agencies that work in cohesion to bring bold brand ideas to life. Salt came first; established in 2019, its ambition to build experiences that were creative yet cost effective was a concept that resonated, resulting in rapid growth and the launch of Pinch in 2023. 

A proven leader and mentor, a lesson she learnt early on in her career – to find and harness the power of her own voice – has stayed with her to this day and continues to shape her own approach to leadership and guidance. 

LBB’s Abi Lightfoot took some time to catch up with Lindsey and find out more about her love for experiential, the success of Salt and Pinch, and why authenticity is key to connecting with audiences.  

LBB> Growing up, did it always seem inevitable that you’d find yourself in the world of event marketing?

Lindsey> In some ways, yes, it was probably inevitable. I grew up around events, watching my mom (also an event producer) bring people together and create experiences that made an impact. It gave me an early appreciation for the energy, precision, and creativity that go into making something feel effortless for others. I didn’t plan on following in her footsteps at first, but once I found myself in the mix, traveling, producing, and seeing ideas come to life, I realised how much it was already a part of who I was.

LBB> Your career began in mobile marketing, how did this experience shape your perspective on the marketing industry more widely, and impact the roles you went on to hold?

Lindsey> Traveling across the country and connecting with so many different people gave me a real appreciation for what draws consumers in, and how powerful brand experiences can be in building genuine loyalty. It taught me early on that great marketing isn’t just about reach, it’s about engagement.

^{Above, 'Glow Up Studio' for Lululemon} 

LBB> From there, you worked with Nike on the Nike U programme at the University of Texas, and with Optimist Inc as a group account director. How did these positions shape your approach to leadership and creativity?

Lindsey> Leadership has been something I’ve learned through experience and great mentorship. Over the course of my career I have been lucky enough to work alongside people who trusted me to lead while showing me new ways of thinking and collaborating. Those experiences taught me that creativity doesn’t show up in one form. Some people express it through ideas, others through solutions but everyone has the capacity to think creatively and contribute in meaningful ways.

LBB> How do you balance the responsibilities of being both a leader and a mentor?

Lindsey> Being a leader means setting direction and making decisions, but it also means creating space for others to grow, question, and lead in their own way. I try to be present and approachable, offering guidance when it’s needed while trusting my team to take ownership. Helping someone find confidence in their own voice is something a great mentor once did for me, and it’s a gift I’ll always try to pass on.

LBB> Where did your passion for experiential marketing come from, and why do you think it’s such fertile ground for creativity and brand innovation?

Lindsey> My passion for experiential came from seeing how powerful it is when brands show up in real life. Early in my career, I saw how a well-crafted experience could shift perception of a brand, build loyalty, and make people feel something unexpected. It’s such a unique space because it lives at the crossroads of storytelling, design, and human connection. We have the opportunity to invite people into a moment in time. 

LBB> Salt and Pinch has worked with major clients including Apple, Amazon and Lululemon. Is there a project that you’d consider a real turning point in shaping the success of the companies? 

Lindsey> The success of Salt and Pinch doesn’t come down to one single project – it’s rooted in believing our model could truly work and watching that belief take shape. Time and again, we hear from clients that our teams are dialed-in, thoughtful, kind, transparent, and deeply committed. That was the foundation we set out to build, and seeing it consistently reflected back has been the real marker of success.

^{Above,  Amazon Port at Cannes Lions International Festival of Creativity, designed and produced by Salt and Pinch for the third consecutive year in 2025} 

LBB> What tips would you share with brands or marketers that are looking to harness the power of experiential?

Lindsey> Don’t chase trends. Root yourself in who you are as a brand, and people will naturally want to be part of it. The most memorable experiences come from brands that know themselves and express that clearly and confidently. When your story, tone, and design come from a genuine place, it creates an authenticity that people instantly connect with.

LBB> What are the most common challenges you’re facing at the moment, and how are you tackling them?

Lindsey> One of the biggest challenges right now is the speed at which everything moves. Expectations, budgets, and timelines are shifting quicker than ever. Clients want work that’s thoughtful and impactful, but also fast. We’re working through that by continuing to be transparent with our clients, staying tight on collaboration and moving quickly without losing quality or intention. We’re also very mindful of burnout, which is a real issue across the industry. Experiential work can be incredibly demanding. We prioritise thoughtful resourcing, clear communication, and genuine care for our teams. When people feel supported and valued, the work and the process are better. None of this is possible without the stellar teams we have so to support them is the least we can do.

LBB> On the other hand, what are the most exciting opportunities within the industry at the moment?

Lindsey> What’s most exciting right now is when brands are willing to take creative risks, pushing outside their brand guidelines, exploring new technology to weave narratives and thoughtful design that lends itself to the work staying fresh.