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L&S Unscripted: Sydney Wood
By Creative
- 04.16.25
- 5 Min Read
Every L&S employee possesses unique skills, perspectives and experiences, but only one can offer the certain north-of-the-border je ne sais qoui that Sydney Wood brings to the table. Syd’s Canadian citizenship is just one of the many things we love about her — and the only reason we can call ourselves an international agency. In this edition of L&S Unscripted, she takes us through her day-to-day, shares a few of her favorite artists and helps us fit in should we ever find ourselves in the Great White North.
WHAT IS YOUR POSITION AT L&S?
I am a Digital Specialist on Team Renegade.
WHAT DOES A DIGITAL SPECIALIST DO, EXACTLY?
I know “Digital Specialist at an advertising agency” sounds pretty vague, so I would like to take this opportunity to translate a few parts of my job description into layman’s terms — this one’s for you, Mom:
Lead the team through website strategies for clients, including the definition of goals, project scope, timeline and budget
If a new website project is a ship, I am the captain. It’s up to me to set the direction, lead the brainstorm, help find visual and functional inspiration from other sites, and give the creative team everything they need to design and write a KILLER website. And the job doesn’t end there — I will use all the tools the team has equipped me with to build out the website structure and pages with an artisanal level of craft and care.
Define campaign and business results for clients; implement advanced marketing analytics performance and tracking strategies to report and optimize towards these goals.
Google Analytics is my personal playground. I can tell you how each user found the site, how long they spent on each page, what they clicked on, and maybe even what they ate for breakfast.
Define audience messaging goals and social media strategy for clients; work with the creative team to implement strategies for clients.
I have finally found a way to justify my screen time. I use my expertise of social platforms and user behavior to help guide our creative team’s vision.
Manage client email programs, including leading the development of email message maps, user segmentation, automation, deployment, tracking and reporting.
I know you love a marketing email. The 97,000 that are currently sitting in my Gmail inbox make me an expert. I help the team determine what is going to stick out in our users’ inboxes and get them to click that very endearing “read more” button.
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WHAT’S YOUR FAVORITE L&S PROJECT YOU’VE BEEN A PART OF?
Working on the “Notes to Self” Campaign for the SD Division of Behavioral Health has been one of the most rewarding projects I have gotten to be a part of. The campaign is focused on working towards eliminating stigmas and encouraging people to get the help they need or to check in on the people they love, one colorful sticky note and day-brightening affirmation at a time.
WHAT GETS YOU THROUGH THE MID-DAY SLUMP?
A quick lap around the office to bother anyone I see not wearing headphones. Alicia is usually a safe bet to listen to me ramble about my latest hyper-fixation. Most recently: whether the Spice Girls are actually going to reunite for a world tour.
WHAT ARE YOU LISTENING TO AT YOUR DESK?
My Spotify wrapped was truly all over the board this year. Top song: Espresso by Sabrina Carpenter. Top Artist: Our Lady Peace (90s Canadian alternative rock band). Lately, I have been really into having what I can only describe as one-woman raves at my desk: nothing but house music from 8:05 am – 5:00 pm.
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YOU’RE KNOWN TO BE A LIVE MUSIC AFICIONADO — BEST CONCERT EXPERIENCE YOU’VE EVER HAD?
Seeing Rancid, Smashing Pumpkins and Green Day at Target Field. Probably the highest concentration of 90s punk energy I have ever felt at one time.
MOST CANADIAN THING ABOUT YOU?
There are several words that I just never shook, which is odd since I have lived in SD for 17 years now. Here are a few, along with their definitions so you’ll be caught up if we ever cross paths.
- Toque: An adorable knit winter hat, most often with a puff ball adorning the top
- Garburator: What I have called a “garbage disposal” literally my whole life
- Washroom: Just a bathroom
Bonus: The Fat Boy: This is Winnipeg-specific (shout out to the 204). It is a burger (the best burger) with mustard, cheese, chili (think Cincinnati chili but better: 100% bean-less), chopped white onion, shredded iceberg lettuce and mayo, all on a sesame seed bun. Yes, I am available for Burger Battle 2026 consultations.
