Home technology services provider Vivint, Provo, Utah, recently announced the promotion of Jeff Lyman to chief marketing officer (CMO). Before being promoted to CMO, Lyman served as Vivint’s vice president of consumer experience, and spent nearly a decade at Nike before that. In this new role, Lyman will lead initiatives to elevate the brand awareness of Vivint, streamline the company’s message, and expand its reach.

With a product launch of the company’s first line of fully integrated products, including hardware and software, to be released through all of its channels later this year, Lyman’s task will be to continue to elevate the brand’s distinctiveness to both its channel partners and end users.

“Our unique challenge is to amplify the merits of that product suite and our world-class services,” Lyman told SDM. “You’ll see us in places you haven’t historically seen us before.” Those new places that Lyman mentions include digital and social media platforms to reach end users and channel partners in an interactive, relationship-driven environment.

“Ten years ago, brands often had a monologue with consumers, by talkingto them. But with the advent of social media and digital channels, it truly is an interactive dialogue where consumers are building relationships with brands,” Lyman shared. “In our rapidly evolving industry specifically, there is a tremendous opportunity to create that dialogue. Consumers invite a short list of brands into their homes and place a significant amount of trust in those brands and we take that very seriously.”

Lyman told SDM to expect Vivint to dive into many of these social and digital channels going forward. “There is a lot of opportunity in conversational digital channels, and we’ll be placing a significant focus on that,” he said.

One of the key messages that Vivint will focus on, according to Lyman, is making security, home automation and energy management as simple to the end user as possible. “When consumers look at security products, they can perceive them as being complex, and perception matters. It’s important to focus on a simple, human, intuitive and cohesive experience,” Lyman said. “Security will always be critical and important. The real ticket for our industry is to take the complexity out of the experience so consumers don’t have to fuss with complex systems.”