As Chief Marketing Officer, Dr. Sydney Seiger leads Vistra's retail brand marketing, customer experience and brand strategies, new product development, advertising, digital marketing, direct sales, and consumer insights. Her approach to building and maintaining a culture of data-driven decision making drives long-term growth across consumer and business segments in the most competitive deregulated energy markets in the U.S.

Prior to re-joining Vistra's largest retail brand, TXU Energy, Sydney served as Vice President of Consumer Insights, Advanced Analytics, and Business Intelligence for La Quinta Holdings Inc., focusing on marketing strategy, decision support, and assessment.

Preceding her work at La Quinta, Sydney gained broad experience in the retail electric market, holding increasing levels of responsibility at both Reliant Energy and TXU Energy where she built the consumer insights functions and led the creation and positioning of multiple brands.

In her current role, Sydney leads a large and diverse team of professionals across eighteen functional areas of marketing to conceive and champion award winning campaigns and multiple first to market products and services - all centered on powering more possibilities for customers.

Sydney holds a PhD in Applied Social Psychology with an emphasis in quantitative research and analytics from Baylor University. She is actively involved in numerous civic activities including the United Way of Metropolitan Dallas, where she has served on the Marketing Council, Builder’s Society, Tocqueville Society, and Women’s Leadership Steering Committee. She is a member of Big Brothers Big Sisters, Pi Beta Phi, Baylor Alumnae Association, The Peer 150, The ANA Educational Foundation, and a graduate of Leadership Texas.

A frequent speaker, university lecturer and contributor to white papers on creating customer-obsessed cultures, Dr. Seiger has been named a Rising Star and the recipient of the CMO's Choice Award from The CMO Club, an international association of heads of marketing.