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

Will Foust

Vice President, Account Services
Will Foust

Vice President, Account Services

I’ve been helping brands find their voice and connect with their audience for almost 20 years. I’ve had the honor of leading account and strategy teams for clients as diverse as General Electric, Eastman Chemical, Target, and Edward Jones, helping them with problems as diverse as selling jet turbines to complete brand portfolio revamps.

At Vario Marketing, I head up the account team to ensure we’re bringing the best matched solutions to our clients. I make certain the same passion is brought to bear on each client and project, so every brand we create, website we build, and ad we design serves our client’s business in the best way possible.

I graduated from the University of Kentucky with a bachelor’s degree in creative writing. I have worked at agencies large and small, including most recently H&L in
St. Louis. I have been a featured industry speaker and won a few ADDYs, Destinys and Adrians along the way.

When not dorking out with the Vario team, I’m on my bicycle, running on St. Louis’ amazing trails, or playing badminton with my wife Brook and son Gavin, while my greyhounds Dolly and Rover laze in the grass.


Cathy Levendoski

Account Director
Cathy Levendoski

Account Director

I believe the best marketing and communications strategies are integrated and employ a variety of channels. My broad background helps Vario deliver on those plans through advertising, direct marketing, social media, PR, digital marketing – and even demand-generation programs.

During my career, I’ve worked for corporations and agencies of all sizes, including FleishmanHillard, IDEXX Laboratories, and Constant Communications – a firm I founded in 2005. My largest client, the Veterinary Software Division of Henry Schein, Inc., hired me full-time to lead a seven-member marketing department and develop and execute marketing strategies and plans to meet business objectives.

I have a bachelor’s degree in communications and journalism with a minor in psychology from Wheaton College in Wheaton, IL.  I’ve lived in virtually every region of the United States – most recently settling in Orlando, FL, with my husband, two teenage daughters, and Jazz (our Border Collie).

When I’m not helping companies build and communicate their brands, you’ll find me kayaking, hiking, white-water rafting … or just reading a great book by the pool.

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.

Libby McCandless

Account Executive
Libby McCandless

Account Executive

Applying a strategic combination of asking, advising, and achieving, I work with organizations to develop unique brand messaging that, in turn, drives all aspects of their marketing.

With 20 years of experience in research, advertising, brand positioning, sales promotion, and corporate training, I have worked with business-to-business, consumer, and non-profit clients, including: Energizer, Laclede Gas, Solutia, Hautly Cheese, MEMCO Barge Line, the Humane Society of Missouri, St. Louis ARC, and more.

I currently serve on the Board of Directors for The St. Louis Children's Choirs, where I chair the Marketing and Community Engagement Committee and created the Choirs’ first-ever brand positioning.

I earned my bachelor’s degree at Bryn Mawr College in Bryn Mawr, Pennsylvania and studied at the Université de Strasbourg in Strasbourg, France.

Outside of work, I am an avid inline skater, voracious reader, and crossword puzzle addict who loves watching old movies with my husband Todd and two teenage daughters in St. Louis, MO.

Michelle Able

Director of Brand Strategy
Michelle Able

Director of Brand Strategy

Michelle has been developing brands and growing business for clients for the past 25 years. She is passionate about building unique brand stories and utilizing integrated marketing to strategically position brands in the marketplace. With extensive experience in consumer packaged goods, she has developed marketing campaigns for leading household brands such as Red Baron, Miller Lite, Aunt Jemima and Duncan Hines, as well as a range of non-profit organizations.

Spending her career in leading creative agencies, including Louis London, Momentum Worldwide, and a founding partner of Cannonball Advertising, Michelle offers deep experience in market research, strategy development, creative management, and account service leadership.

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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