About Lisa


Appleton, WI


President & Owner, Red Shoes, Inc.

Lisa has 24 years of experience in public relations, communications, and marketing in areas such as strategy, crisis communication, social media, internal communications, campaigns, and traditional media relations. She has worked for a number of industries including health care, finance, economic development, manufacturing, construction, entertainment, fitness, and public affairs. Red Shoes, Inc. most recently achieved certifications as a Woman Business Enterprise (WBE) and Women-Owned Small Business (WOSB) by the Women’s Business Development Center. 

Lisa is a 1994 graduate of UW-Stevens Point and majored in communications, with an emphasis in public relations, Spanish and cultural studies. After graduation, Lisa launched her career in southern California where she worked for a number of agencies and national clients.

Lisa Cruz founded Red Shoes Inc. in 2008 in Appleton. The company focuses on strategic communication and quickly grew from three employees to ten despite a down economy. The agency was the first in the state to bring the application of social media to businesses and organizations.

As president of Red Shoes Inc, Lisa is responsible for overseeing the company’s strategic growth locally, regionally and nationally. Lisa also provides oversight to internal operations, new business development, culture, and strategic consulting for client work such as crisis communications and acquisitions.  


Over the years, Lisa has become the person organizations large and small call in time of crisis.  From natural disasters to FBI investigations, Human Resource issues, lawsuits, embezzlement, death, on-the-job injuries and more, Lisa has worked with organizations to tackle many complex issues before, during and after times of crisis. Her comprehensive approach and quick thinking have resulted in positive outcomes by minimizing risk and identifying areas of brand vulnerabilities. Lisa has also served as a point person for Willis Insurance and its clients in times of crisis throughout the Midwest.