Liz Mair

Today I’m joined by Liz Mair, who is known for for her candid and unapologetic approach to politics

Liz’s career in politics began across the pond in London, where she honed her skills and passion for political strategy. Her journey eventually led her to the heart of American politics, where she became a renowned political strategist and communications expert.

In this episode, we delve into her remarkable experiences, including her role in Carly Fiorina’s 2010 campaign for the United States Senate. We explore the campaign’s memorable and notorious “demon sheep” ad, which left an indelible mark on the political landscape.

Liz Mair’s candid insights into campaign strategies and messaging provide a fresh perspective on the world of politics.

Liz Mair is the owner, founder and President of Mair Strategies LLC and the US’ leading right-of-center online communications operative.  

Liz served as Online Communications Director at the Republican National Committee during 2008, where she led an aggressive and groundbreaking online media outreach effort aimed at electing John McCain, Sarah Palin and Republicans across the US. In this capacity, she also served as a spokesperson, undertaking on-camera interviews and debates on behalf of the RNC and the campaign against representatives of the Obama campaign and the DNC.  

The RNC-McCain operation Liz led in 2008 was widely credited by political reporters, pundits, and fellow operatives on both sides of the aisle for its effectiveness and professionalism, and is considered one of the areas in which the Republican side vastly outperformed its Democratic counterpart that cycle.  

During 2009 and 2010, Liz advised former Hewlett-Packard CEO and US Senate candidate Carly Fiorina on communications, including how to push back on attacks on her tenure at the helm of HP. She played an integral role in ensuring Fiorina won a difficult and hotly contested primary, and both beat the voter registration gap and outperformed more moderate Republican gubernatorial candidate Meg Whitman in the general election in deep blue California.  

Liz also consulted for Texas Governor Rick Perry during his presidential run, primarily working with left-of-center media to blunt and neutralize criticism of Perry from the left and amplify criticism from the left of other GOP primary contenders. A principal focus of Liz’s work was researching and educating the media regarding Mitt Romney’s business career and liabilities associated with it, the line of attack that ultimately prevented him from winning the presidency. 

In addition, Liz served as Wisconsin Governor Scott Walker’s online communications strategist ahead of and through his successful 2012 campaign against recall, and thereafter, as he prepared for his successful 2014 re-election campaign and his 2016 presidential run. Before leaving the Walker team in March 2015, she served as a trusted communications adviser for several weeks during the initial planning stages ahead of Walker’s planned presidential run.  

Liz has advised Senator Rand Paul on outreach to tech and conservative online media, particularly during 2013 when the Senator’s influence and imprint on the GOP was steadily increasing. 

She also conducted communications and opposition research services that enabled the decisive re-election of Senator Roy Blunt in 2016.  

Liz is also the originator of the most cost-effective ad in US political history, and a leader in litigation communications particularly concerning constitutional cases. She undertook communications efforts with respect to the three cases heard by the Supreme Court concerning marriage equality where as a long-time advocate, she acted on behalf of Freedom to Marry, which achieved its desired outcomes in each Supreme Court case.  

Liz also handles ballot initiative c



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