Summary
Work History
Education
Skills
Accomplishments
Interests
Timeline
Generic

Liz McSorley

Winter Garden

Summary

Strategic Marketing Executive with an exceptional track record delivering business impact across multiple sectors, including Sports, Entertainment and non-profit sectors. Skilled in navigating complex, global markets, with proven success building customer-centric culture and high performing teams. Expertise in strategy, innovation, digital, marketing, research, data and analytics, to effectively drive the growth narrative and drive consumer engagement. Board level influencer and strategic leader with a hands-on approach to bridging enterprise strategy with exceptional customer experiences.

Work History

Managing Director, Strategy & Innovation

United States Tennis Association (USTA), USA
  • Head of strategy and marketing, responsible for driving the realization of the 10-year strategy to grow tennis
  • Lead and steward the USTA master brand, providing a platform for the USTA mission and values, growth objectives and cultural relevance for Participation, USA Tennis, USTA Foundation and US Open;
  • Reimagined the organizational business model to embrace and grow the broader category of Tennis to build a robust pipeline for growth, necessary to achieve long term participation targets. Developed an inclusive strategy to solve for scale by inspiring partners, sponsors and the tennis ecosystem to collectively grow the game in communities across the country;
  • Led M&A assessment to address gaps in Coaching and guided Board review and approval of new entity with a 5 year, $12M investment plan. Spearheaded brand positioning, marketing, digital engagement, PR, social and performance marketing strategies to launch USTA’s entry into coaching landscape;
  • Spearheaded customer segmentation and data enrichment efforts to drive digital, partner, innovation and operational plans to for B2C and B2B engagement strategy;
  • Developed member loyalty programs, launched reimagined reward system and partner marketplace;
  • Lead Strategy, Marketing, Membership, Innovation and Business Intelligence, Analytics and Research

Principal, Management Consultant

ELIXIRR, LLC, USA
  • Strategic advisor and client partner supporting customer-led business, digital and marketing transformation
  • Led the development of enterprise growth strategy for the country’s largest sports industry non-profit resulting in a 10-year projection, operational plan and strategic roadmap; coordinated development across multiple cross-functional teams and 17 regional sections to drive aligned plan approval from Board;
  • Developed digital experience strategy for nation’s largest supplemental insurance carrier to re-establish competitive leadership to secure partners, drive portfolio innovation and deliver digital experiences;
  • Accountable for $3m revenue, annually; 1 of 4 Principals with shared accountability to support US target of $24m annually and YoY 12-15% growth targets; lead team of 35 consultants and analysts.

Vice President, Experience Management

MUNICH RE INSURANCE; AMERICAN MODERN INSURANCE GROUP, USA
  • Established and led internal consulting group responsible to build customer-centric culture and capability
  • Developed Operating Model for Experience Management, leading 12 Executive sponsors to own and drive results, become culture ‘champions’ and own Experience roadmaps to deliver action, outcomes;
  • Established CX “Lab” as the starting place for strategic programs to focus on customer insights, journey mapping, jobs to be done and commercial outcomes, ensuring customer-centric design and impact;
  • Implemented “CX Learning Series” and “CX Mentorship program” for Associates and a “Walk-a-Mile” program for Executives to foster empathy and understanding of our customer and partner experiences;

Management Consultant, Digital Center of Excellence, Europe, Middle East, India and Africa

ERNST & YOUNG, MANAGEMENT CONSULTING, Dubai, UAE
  • Practice Lead for Experience Management in EMEIA Digital Centre of Excellence
  • Member of the Global Customer Leadership team, leading Customer Experience team and EMEIA Chair of Global Capabilities development initiative to build regional and local capabilities for digital experience;
  • Led 100+ person Innovation Lab at Emirates Airline over 12 months to drive customer-centric digital transformation; leveraged design thinking and lean agile techniques to collaboratively design reimagined business model, partnership strategy, sales and marketing strategy and operations delivery;
  • Developed real-estate and practice investment value proposition and Portfolio expansion plan as part of the tourism strategy for Healthcare free zone in Dubai; resulted in multi-million government investment;

Vice President, Customer Experience Management

EMIRATES INTEGRATED TELECOMMUNICATIONS COMPANY, du, Dubai, UAE
  • Established a new function to define the strategy and deliver an end-to-end branded Customer Experience
  • Led development of brand positioning and customer promise through extensive customer research and analysis, focused on market differentiation and driving relevance to a diverse, multi-cultural population
  • Developed customer experience vision to deliver on aspirational brand: Worked collaboratively with Marketing, Brand, Communications, Retail, Operations, Digital, and IT for aligned go-to-market efforts;
  • Crafted multi-channel sales and service strategy; directed initiative prioritization and design: e-channel readiness, retail transformation, digital experience, marketing, process design and innovation;
  • Designed and implemented customer-led value segmentation and led reorganization of marketing division for segment aligned performance targets, plans and resource allocation.

Marketing Director, Head of Customer Experience

ROGERS COMMUNICATIONS, Toronto, Canada
  • Account Director, Strategic account lead, providing counsel to client and agency stakeholders. Accountability for brand positioning and success, communications strategy and integrated multi-media communications.

Account Director

MCCANN ERIKSON, PART OF WPP, Toronto, Canada
  • Strategic account lead, providing counsel to client and agency stakeholders. Accountability for brand positioning and success, communications strategy and integrated multi-media communications.

Education

Honors BA - History

University of Western Ontario
Canada

Executive MBA - Marketing

Schulich School of Business

Skills

  • Developed and led the United States Tennis Association Participation and Growth strategy; saw a XX% increase in participation resulting in the highest number of people playing tennis in America, ever
  • Partnered with USA Tennis, the high-performance development division, and the US Open, to build player brands and leverage the power of the flagship event to create an inclusive, inspiring platform for grassroots participant, delivering engaged audiences for professional players, sponsors and partners;
  • Led global airline’s Innovation Lab to support digital transformation within sales and marketing Informed re-design of first and 3rd party sales strategies for the ‘airline of the future’ focused on automation, AI, innovation and customer centricity Managed 100 employees, 15 vendors;
  • Developed strategic growth plans, global brand positioning and supported relevant, high-performing localization plans for numerous organizations with diverse, complex hub-and-spoke operating company structure, domestically and internationally;
  • Lived and worked across 4 continents in 9 countries, gaining deep appreciation for culture and diversity

Accomplishments

    Brand of the Year, 2014

Interests

  • Golf
  • Tennis
  • Backpacking and Hiking
  • Cycling

Timeline

Managing Director, Strategy & Innovation

United States Tennis Association (USTA), USA

Principal, Management Consultant

ELIXIRR, LLC, USA

Vice President, Experience Management

MUNICH RE INSURANCE; AMERICAN MODERN INSURANCE GROUP, USA

Management Consultant, Digital Center of Excellence, Europe, Middle East, India and Africa

ERNST & YOUNG, MANAGEMENT CONSULTING, Dubai, UAE

Vice President, Customer Experience Management

EMIRATES INTEGRATED TELECOMMUNICATIONS COMPANY, du, Dubai, UAE

Marketing Director, Head of Customer Experience

ROGERS COMMUNICATIONS, Toronto, Canada

Account Director

MCCANN ERIKSON, PART OF WPP, Toronto, Canada

Honors BA - History

University of Western Ontario

Executive MBA - Marketing

Schulich School of Business

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