Vario Marketing - Integrating strategy, elevating brands.
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How We’re Wired

Our true north is a handful of values that guide everything we do. We believe in honoring our people, our work, and our clients with big ideas and strong ideals.


Anything worth doing is worth doing well. Really, really well.

Love for Client

It’s important to us, because it’s important to you.


Doing what’s right. Every. Single. Time.


Work hard, play hard, laugh harder.

How We Work

The blue yonder is full of possibility. Before taking the leap, it’s good to know you’re working with an experienced team and a proven process. Our work has four primary components, customized to the unique needs of each brand.

Immersive Research

For us, it's a healthy obsession. We immerse ourselves in your company, industry, and market to learn exactly what it takes to help you grow.


There is something compelling about a well-crafted brand. With solid messaging, genuine identity and inspired creativity, we build brands that demand attention and go the distance.

Integrated Marketed Strategy

Every good flight needs a flight plan. We’re channel agnostic. From digital to PR, outbound to inbound, we adeptly assemble the best combination of strategies that align your resources with your goals.


We get your word out to the right audiences and measure its impact with data and real-world feedback to ensure your goals are reached.

Who We Are

Small Overhead. Big Results.

Vario’s model invests in top marketing talent, not bells and whistles. We’re marketing strategists and project managers who draw upon a team that’s hand-picked to meet the needs of each client.

How about a virtual handshake?

Lindsay Matush

Founder & CEO
Lindsay Matush

Founder & CEO

With 15 years of experience in directing brand and marketing strategies across a broad range of companies and industries, I bring a creative, outside-the-box approach that is grounded in strategy and focused on achieving client results.

I aim to lead Vario Consulting’s two divisions – Vario Marketing and Vario Philanthropy - with an unrelenting commitment to excellence, matched only by a deep love for our team and our clients. I’m tremendously proud of our people and our portfolio of work that reveals an uncanny ability to meld strategy and creative while driving results.

As Vario Marketing’s CEO, I lead market research, brand building and creative strategies, while guiding vision, business strategy and talent acquisition for the firm. I specialize in immersing myself in a client’s industry, market, and unique opportunity, and quickly pinpointing insights that will unlock growth.

I am a graduate of the Olin Business School at Washington University in St. Louis. When I’m not hatching an exciting client concept, I can be found running off mountains and chasing records around the world as a paraglider pilot and scheming about my next adrenaline or entrepreneurial adventure.

Diana Frazier

Director of Operations & Account Director
Diana Frazier

Director of Operations & Account Director

I believe in the ever-changing media environment, clarity in communication and a great idea will always cut through the clutter.

Paired with a desire to analyze and optimize, I bring to clients 13 years of experience in building brands, simplifying strategy and communications, and optimizing results. I have a proven track record for driving trackable, revenue-driving tactics as part of an integrated marketing strategy.

I am a graduate of the Olin Business School at Washington University in St. Louis. Previously, I served as an account supervisor at Rodgers Townsend in St. Louis, where I was fortunate to work with clients including AT&T, The Hartford Insurance, Spectrum Brands, Humane Society of Missouri, and others.

When I am not planning and analyzing you’ll often find me outside; adventuring with my husband, our son Luke, and our two boxers who genuinely believe they are our kids.

Tom Hudder

SVP & Chief Creative Officer
Tom Hudder

SVP & Chief Creative Officer

I've been an art director/creative director since graduating from Art Center College of Design/Pasadena. My 25-year career has journeyed through several leading agencies: Tracy Locke, DMB&B, GSD&M, DDB/Rodgers Townsend, and FleishmanHillard (FH). I have had the honor of leading several creative departments, most recently as Senior Partner/Executive Creative Director at FH for five years.

I’ve produced work locally, nationally and internationally. And I’ve been fortunate to work with an incredible variety of clients, including: Anheuser Busch, Enterprise, AT&T, Dell, Pearle Vision, Frito Lay, Hartford Insurance, Nestle Purina, Phillips Petroleum, Microsoft, General Motors, Samsung, Scottrade, Monsanto, Pepsi, Brinker, Boy Scouts of America, Taco Bell, Outer Space Sports, BJC, and Walmart.

My work has been honored by numerous industry awards, including: One Show, Cannes, New York Art Directors Club, National Addys, Communications Arts, Graphis, and Archive. And I have judged many award shows, including the prestigious Communications Arts Advertising Annual.

I am married, have two kids, 3 dogs and 250,000 bees.

My professional work can be seen at
My photography can be seen at

Kim Plank

VP Business Development
Kim Plank

VP Business Development

I work with Vario to find the kind of amazing clients we want to build relationships with and go the long haul for.

I spent the last 3 years as the General Manager of the Cambridge Innovation Center in St. Louis helping develop the Cortex Innovation District. I consulted for many contractors, real estate developers, and economic development teams from across the nation trying to do the same in their cities.  I’ve spent a lot of time helping large corporations figure out how to increase their rate of innovation and connect them to startups around the world.

Prior to CIC I worked with the economic development team of the St. Louis Regional Chamber (often with the Ameren teams in IL & MO), recruiting bioscience and health science companies to our region, and spent a great deal of time helping them find ways to attract and retain the right workforce by creating partnerships and messaging to support their talent attraction efforts. I’m also lucky to serve as an ambassador for St. Louis in places like Argentina and Israel, and I often help host international groups when they tour our city. 

In my civilian life I have an awesome husband who’s put up with me for 27 years and two grown Kansas grads (Rock Chalk!) and laughing is my favorite thing. I’m a serial entrepreneur who loves making jewelry, raising Labradors, and mentoring single moms.

Grace Stansbery

Account Executive
Grace Stansbery

Account Executive

I’m a big picture thinker, accustomed to wearing many different hats-- both literally and figuratively.

As Account Executive, I manage client projects with an eye toward strategy. I have always enjoyed the power of written and spoken word and often assist the team with copy and creative writing.  Before joining Vario, I worked as writer and marketer at a children’s toy company, where my team supported product lines selling at national retailers.

Before that, I prepared data analysis, performed operational duties, and managed web presence for a professional development and communication consulting firm. In addition, I spent time interning with a boutique publishing house and syndicated radio program to support my bachelor’s degree in English criticism from Truman State University.

When I’m not hammering away on a keyboard, I spend my time “hanging out” in the air underneath a paraglider canopy, or on the ground with my dog, Francis, who is the subject of many quickly scrawled poems.

Nicole Feltes

Account Executive
Nicole Feltes

Account Executive

I am energized by integrating efficiency, creativity, and strategy into all of my projects.

My background brings over 10 years of experience in nonprofit and association management to the team with a strong focus on project management, program development and evaluation.  Before joining the Vario team, I worked for a couple of years as the Director of Programs at a nonprofit organization in North St. Louis. In that role, I developed, implemented and evaluated housing programs for homeless moms and their children.  Before that I worked as a Program Manager for an Association Management company for three years. In that role, I worked to facilitate the overall operations of several trade associations and carried out the communications, marketing, membership, and educational plans for each of my clients.

On the homefront, I live with my husband, four kiddos, and dog.       

Our Story

Vario was “accidentally founded” by CEO Lindsay Matush in 2009. After selling everything she owned, Lindsay was preparing for a backpacking trip around the world when friends and family began asking for help in launching marketing programs and strategic initiatives.

Now, eight years after an unplanned start, Vario boasts an impressive growth trajectory, a strong reputation, a great client roster, and client results that have made a true difference in our community and beyond.

Fueling that progress is a dedicated Vario team made up of talented people with deep experience, big hearts, a mix of expertise and gifts, a burning desire to do only the best client work, and a passion to create as-close-as-they-can-get to their dream agency.

In case you’re curious, the name Vario comes from an instrument used in flight – a variometer – which is the single most important instrument in determining the success of your flight. Lindsay is an avid paraglider pilot. She and the Vario team love working together to see how high and how far they can take their clients in reaching the desired destination.

The Company We Keep

Cultivating a client family we’re proud to serve

Our best-fit clients aren’t limited to a single industry. Rather, our clients are visionaries, leaders, and changemakers who are looking for a marketing partner to help them grow and need the perfect blend of strategy and creativity. We work across industries, with specialty services for SMBs, start-ups, associations, nonprofits, the asphalt industry, and financial services.

What We Do


Surveys + Focus Groups + Interviews


Verbal + Visual Expression

Marketing Strategy

Smart Plans + Integrated Ideas


External (PR) + Internal (Employees)


Design + Development


Digital + Print Design

Vario Philanthropy

Another division of Vario Consulting, Vario Philanthropy comes alongside donors to help them build effective and impactful giving strategies. If you’re seeking to give with more meaning and purpose we would love to meet with you.

Join Us

At Vario Marketing, we believe who you are is as important as what you can do.

Administrative Assistant

We’re looking for someone special to become our next Administrative Assistant – someone with the passion and skills for helping, organizing, and caring for our people, our clients, and our business. The ideal candidate is highly self-motivated and exceptionally capable of managing workloads and prioritizing tasks in a fast-paced agency environment. 

Ready to Reach New Heights?

Give us a call at 314-403-5933, or fill out the form below. We love to chat about creating marketing efforts that soar. If nothing else, you’ll leave with a few good ideas and some new friends.

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