Today we’d like to introduce you to Lalena Kotasek.
Hi Lalena, thanks for joining us today. We’d love for you to start by introducing yourself.
“My story really starts with curiosity and hard work. I grew up in 4H on my family’s ranch and around my dad’s construction business in the mountains outside San Diego, which taught me early on what it means to roll up your sleeves and get things done.
That foundation really shaped how I approach business today — with grit, creativity, and a focus on real results. I actually became an entrepreneur at 19 and went on to co-found a couple construction companies in Colorado while also working as a fix-and-flip real estate investor. That hands-on experience in traditional business and marketing gave me a deep understanding of how every dollar and every decision matters.
My journey into digital marketing began almost by accident — during a conversation with a general manager in Colorado Springs that led me to Schwan’s Foods, right at the start of Amazon’s rise. He asked me to be a part of the eCommerce initiative for this 60 year old nationwide home food delivery service company. I was hooked.
I loved the mix of strategy, data, and storytelling that comes with digital marketing and e-commerce.
Over the years, I’ve held leadership roles like VP of Marketing for United Van Lines, Director of E-Commerce Marketing and IT for an electrical supply distributor, and most recently, Head of E-Commerce Marketing and Sales as a Fractional CMO for an industrial housing builder in Dallas.
After spending more than two decades in traditional sales and marketing — across industries from construction, transportation and logistics, to industrial and manufacturing, to service and retail — I founded Collaborative Concepts Marketing to bring that experience to businesses that need both strategy and digital execution.
When you partner with Collaborative Concepts, you’re getting proven strategies backed by years of hands-on experience — not just from the digital side, but from someone who’s been in the trenches as a business owner, too.
Today, my focus is on helping brands grow through data-driven campaigns, strong storytelling, and smart strategy.
I’m passionate about building high-performing teams, elevating brand narratives, and creating marketing ecosystems that actually convert.
I’m also a big advocate for women in leadership and love sharing my experiences at business events and marketing roundtables. And after years of traveling the country for work, I’m proud to call Texas home — where you’ll usually find me on Lake Conroe with my family when I’m not helping clients.”
We all face challenges, but looking back would you describe it as a relatively smooth road?
“Absolutely not. I did not experience my success the easy way. I laugh about this because hindsight as they is always “20/20”.
I do believe that God put opportunities in front of me that looking back I feel were more than just luck or chance. Being the eldest of three daughters, I have always been a go getter and always open to new challenges. For example, my primary background in the early days of my career was marketing and accounting. These areas of business were my comfort zone. I will never forget the day I went to interview for an accounting role with a National Van Lines agency in Colorado Springs. Single Mom at the time with three children still at home. I sat down with the owner of this group of agencies that covered nationwide logistics with offices in Colorado and Texas. We discussed their accounting needs with my background in managing warehousing, logistics, and military relocations. He felt I was the perfect fit. It didn’t stop there though!
My next question to him was, “who is your General Manager of this branch?”. I had worked side by side with the GM’s in the past. His response to me with a brief pause was, “I think I am looking at her.”
In hindsight I could have easily replied back with the fact that I had not been a General Manager over a Military & Government Relocations warehouse before, but instead I replied back with, “well that would be an exciting opportunity and I hope to get to work directly with you as the owner.” I was given an offer and started that following week. Was this a “smooth road” or the “exciting opportunity” I had hoped for? Not at all! It turned out to be one of the toughest roles I had ever taken on but I aced it and took that failing warehouse into government compliance and profitability. This turned out to be just one of the stepping stones to becoming the VP of Marketing for a collection of nationwide United Van Lines agencies. For those of you out there unfamiliar with United Van Lines, they are the largest van line in the country.
My advise to young entrepreneurial minded individuals is that opportunities do not always come with a pretty bow wrapped around them or in a comfortable setting but when presented with an opportunity outside your comfort zone….take it on! I put in more hours at that position than most and brought my kids in for many after hours sessions. They saw their Mom work hard and I am so very proud to have gotten to share that with them. I am also proud to say that showing them hard work made them unafraid to take on the same and they are three very successful young adults now.”
Thanks – so what else should our readers know about Collaborative Concepts Marketing LLC?
“What I’m most proud of is the brand we’ve built — one that balances creativity with analytical precision and truly puts clients first. Collaborative Concepts isn’t just a marketing agency; we are their partner and an extension of their team. We help businesses tell their story, elevate their brand, and create marketing ecosystems that convert. I make sure that I remain the client’s direct contact and that they can lean on me as their Fractional CMO. I have been in the backend business “trenches” and have lived on the P&L side of the house. My clients will tell you that I treat their business with a passion as if it were my own. I just don’t know how to handle my business any other way. Always looking at our client’s organization from every angle and many times invited to attend sales team strategy sessions.
At Collaborative Concepts Marketing, we help businesses grow by turning strategy into results. We specialize in Fractional CMO services, digital marketing, e-commerce, website design, paid media, social media management, and brand development — all tailored to meet each client’s unique goals. What sets us apart is our combination of over 14 years of proven digital marketing experience and firsthand knowledge of running multiple businesses. This means we don’t just create campaigns; we design solutions that work in the real world. I am proud to say I am a published expert in e-commerce and can bring this knowledge to my clients.
We’re proud to be known as a trusted partner for companies across multiple industries — from the heavy hitting industries like construction, engineering, industrial, and manufacturing to e-commerce and service sectors. We know B2B and DTC marketing strategy. Every project we take on is built on collaboration, data-driven strategy, and a commitment to measurable outcomes. Our clients know that we focus on what really matters: growing their business, strengthening their brand, and connecting them to the audiences that drive results.”
What has been the most important lesson you’ve learned along your journey?
“The most important lesson I’ve learned along the way is the importance of taking care of yourself. It’s easy to get caught up in the hustle of running a business, but maintaining balance between work and life is everything. Your faith, your health, your family, and the people you love are what truly matter at the end of the day. The reward that comes from giving back to your community or a charity you are passionate about.
Owning an agency is incredibly rewarding, but it’s not for the faint of heart. Burnout can sneak up quickly, especially when you’re growing a business while raising children. I am so proud to share that two of my three children including my eldest daughter and youngest son are involved with Collaborative Concepts and my middle son is a mechanical engineer.
Now, as an empty nester with three amazing young adults out pursuing their own paths, I look back with a lot of gratitude. It wasn’t always easy, but I’m proud of how I managed to build something meaningful while keeping my heart and priorities in the right place. I hope after reading this, you will feel comfortable reaching out to talk about your business with me and connect on LinkedIn.”
Contact Information:
Lalena “Lily” Kotasek, Founder
Collaborative Concepts Marketing
www.collaborativeconcepts.net
lily@collaborativeconcepts.net
LinkedIn: https://www.linkedin.com/in/lalenakotasek/
(936) 249-6443
Contact Info:
- Website: https://www.collaborativeconceptsmarketing.com/
- Instagram: https://www.instagram.com/cc_marketing/
- Facebook: https://www.facebook.com/collaborativeconceptsmarketing/
- Linkedin: https://www.linkedin.com/in/lalenakotasek/
- Twitter: https://x.com/C0LLABORATIVE
- Other: https://www.linkedin.com/company/collaborative-concepts-marketing/
Image Credits
Lalena Kotasek, Joseph Dunham, Collaborative Concepts Marketing LLC, Writers: Susan Bloom, Colorado Springs Gazette
