Lisa Rose
Grand Rapids,MI
Summary
Visionary CX leader and classically-trained anthropologist with a robust background in consumer 360 CRM, omni-channel creative strategy, and consumer research across various industries with a strong focus in healthcare.
Proven track record in harnessing data-driven insights to craft and refine marketing strategies that bolster client acquisition, engagement, and retention. Skilled in steering cross-functional teams towards the seamless execution of innovative, results-oriented marketing solutions.
Overview
23
23
years of professional experience
Work History
Principal, Freelance
City Innovations | A Venture Studio
07.2023 - Current
- Develops and executes early market-entry strategies, significantly accelerating learning and launch processes for tech industry innovations.
- Provides CX Center of Excellence guidance to the business and clients, employing design-thinking methodologies to visualize new digital products and experiences, positively impacting business models and customer engagement and reduct GTM time by 30-50%.
Director
VML HEALTH
06.2022 - 07.2023
- Led consumer research and creative brief development for top-tier pharmaceutical clients such as GlaxoSmithKline, AstraZeneca, Emergent Biosolutions (Narcan), and Pfizer (Prevnar 13, Comirnaty) in B2B and DTC GTM campaign efforts, focusing specifically on customer journeys and patient experience to drive adoption of vaccines and novel treatments for complex disease.
- Designed consumer journey maps, uncovered insights, and supported business planning for enterprise-level CRM CX strategy to harmonize Haleon’s portfolio of brands (including Advil, Tums, Sensodyne) to increase household sales by +1 brand year over year.
Director
VML
07.2021 - 07.2022
- Drove CX CRM enterprise-level strategy for ConAgra portfolio of brands (including Duncan Hines, Marie Callender's, ReddiWip), providing thought leadership on CRM data architecture, omnichannel marketing, and content strategy to grow and increase engaged profiles in the CRM by 15%.
- Led CX design sprints for Coca-Cola (including SmartWater, VitaminWater) and ConAgra (including Duncan Hines, ReddiWip, Bird's Eye) for brand campaigns to increase omni-channel engagement, boost eCommerce sales with incremental CX enhancements across owned channels by 1.8% and drive zero-party data acquisition by 15%.
Lead
Corewell Health
12.2018 - 07.2021
- Spearheaded the CX Concierge "Next Best Action" CRM data initiative, leading a team to innovate online and offline healthcare experiences through data and design to increase NPS by 15%.
- Proto-typed omni-channel, patient-centric marketing approaches to determine campaigns and technology pilots that significantly improving patient and health plan member experiences and nudged patients to appropriate and affordable care.
Experience Designer, Freelance
Amway Business Innovations
01.2010 - 12.2018
- Developed experience design and content strategies to accelerate IoT and product innovation and drive brand loyalty to enhance Amway's market leadership across global markets.
Specialist
Gordon Food Service
12.2015 - 11.2018
- Owned eCommerce content strategy across U.S. and Canadian platforms, driving lead generation and sales.
- Managed content lifecycles and eCommerce standards, ensuring brand consistency and responsiveness to consumer feedback, significantly impacting online revenue.
Researcher
Michigan State University
06.2004 - 04.2009
- Developed program strategies for food and nutrition programming for vulnerable populations, enhancing community health and sustainability for the state of Michigan.
Executive Director
Blandford Nature Center
09.2006 - 06.2008
- Executive Director for the Nature Center over transition to becoming independent 501(c)3 nonprofit, securing over $3m in funding and launching innovative environmental education and regenerative agriculture programs to enhance the center’s community impact and sustainability.
Executive Director
Mixed Greens
09.2001 - 09.2006
- Founder and Executive Director of a pioneering non-profit, integrating urban school gardens and kitchen classroom programming into the Grand Rapids Public and Wyoming Public Schools to advance childhood nutrition education, reduce food insecurity and catalyze farm-to-school initiatives.
- A W.K. Kellogg Foundation grantee and recipient of a multi-year AmeriCorpsVISTA programming grant to enable financial sustainability of the nonprofit.
Adjunct Professor
Grand Valley State University
08.2004 - 06.2005
- Adjunct professor of undergraduate courses in nonprofit management and philanthropy, drawing on extensive field experience to prepare the next generation of public service leaders.
Education
Master of Public Administration & Nonprofit Management -
Grand Valley State University
01.2003
Bachelor of Arts in Anthropology -
Grand Valley State University
01.2000
Published Books
- Urban Foraging, Timber Press (Portland, OR, June 2021)
- Medicinal Plants of the Midwest, Timber Press (Portland, OR, June 2017)
- Midwest Foraging, Timber Press (Portland, OR, June 2015)
- Grand Rapids Food: A Culinary Revolution, The History Press (Charleston, NC, June 2013)
Awards
- 2020 CX Award: Experience Design - Michigan's Association of Customer Experience Professionals
- National Public Health Week "Hometown Health Hero & Public Policy Champion" - Michigan Department of Health & Human Services
- Distinguished Alumna College of Liberal Arts - Grand Valley State University
Timeline
Principal, Freelance
City Innovations | A Venture Studio
07.2023 - Current
Director
VML HEALTH
06.2022 - 07.2023
Director
VML
07.2021 - 07.2022
Lead
Corewell Health
12.2018 - 07.2021
Specialist
Gordon Food Service
12.2015 - 11.2018
Experience Designer, Freelance
Amway Business Innovations
01.2010 - 12.2018
Executive Director
Blandford Nature Center
09.2006 - 06.2008
Adjunct Professor
Grand Valley State University
08.2004 - 06.2005
Researcher
Michigan State University
06.2004 - 04.2009
Executive Director
Mixed Greens
09.2001 - 09.2006
Master of Public Administration & Nonprofit Management -
Grand Valley State University
Bachelor of Arts in Anthropology -
Grand Valley State University
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