Lisa H. Macpherson's Location
Washington DC-Baltimore Area, United States
Lisa H. Macpherson's Contact Details
Lisa H. Macpherson work email
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Lisa H. Macpherson personal email
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About Lisa H. Macpherson
I’m a former Chief Marketing Officer now working to shape public policy for the technology sector.
Lisa H. Macpherson's Current Company Details
Lisa H. Macpherson Work Experience Details
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Policy DirectorPublic Knowledge Feb 2024 - PresentWashington, District Of Columbia, United StatesPublic Knowledge is a nonprofit think tank and advocacy organization that promotes freedom of expression, an open internet, and access to affordable communications tools and creative works. In this new-to-me role, I'll be directing policy analysis and strategy to promote this mission and our priorities in free expression, platform accountability, competition, intellectual property, and emerging technologies, including artificial intelligence.
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Senior Policy AnalystPublic Knowledge Feb 2020 - Feb 2024Washington, District Of Columbia, United StatesInitially hired as a Senior Policy Fellow, I came to Public Knowledge to use my insider knowledge of digital marketing to drive positive change in how digital technology affects our well-being, our society, and our democracy. My goal is to shape technology policy on behalf of the public interest, with a focus on addressing the toxic nature of internet information abuses; finding ways to clean up the information ecosystem; spurring funding of quality local journalism; and fostering free speech, including from traditionally marginalized groups and voices.
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Senior Managing Editor, Advanced Leadership Initiative Social Impact ReviewHarvard University Jun 2021 - Dec 2023Cambridge, Massachusetts, United StatesThe Social Impact Review is an online magazine aspiring to thought leadership in social impact. It brings together diverse stakeholders and perspectives to raise awareness, influence action, and catalyze positive change in addressing the world's significant social challenges. My focus areas were Democracy, Law, and Human Rights and Opinion Commentary. -
Senior Fellow, Advanced Leadership InitiativeHarvard University Jan 2020 - Dec 2021Cambridge, MassachusettsIn conjunction with my role at Public Knowledge I continued my studies about public policy and the impact of digital technology on well being, society, and democracy. I am one of eight Fellows from the 2019 cohort invited to return as a Senior Fellow in 2020, and my fellowship was extended through 2021.
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Fellow, Advanced Leadership InitiativeHarvard University Jan 2019 - Dec 2019Cambridge, MassachusettsAs a Chief Marketing Officer I became deeply familiar with how digital platforms extract information about users and their online behaviors; segment them for precision targeting; use algorithms to customize content; and design user interfaces to increase time and engagement. Over time, I became concerned about how the capabilities marketers helped create are impacting our well being, civil society and democracy. I came to Harvard to focus on how to encourage changes in user behavior, create new economic incentives for digital platforms, and shape legislation and public policy in regard to misinformation, consumer data, and privacy. The ALI is a multi-disciplinary program designed to leverage and enhance the skills of highly accomplished leaders to tackle some of the world’s most complex problems. Along with 40+ other socially conscious leaders from around the globe, I had the opportunity to:--Attend a core academic course focused on developing the advanced leadership skills to address pressing societal challenges with multifaceted political and technical dimensions.--Participate in intensive deep dives on the most pressing societal challenges, such as global health, climate change, the future of cities, and urban education.--Audit courses in public policy, policy communications, digital technology and media, and the legislative process at Harvard Kennedy School.
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Independent Marketing ConsultantPernod Ricard Mar 2018 - Dec 2018Greater New York City AreaHeadquartered in Paris, France, Pernod Ricard is the second-largest wine and spirits company in the world. Their strategy is based on the purpose of creating “convivial experiences” – bringing people together and creating the moments that make life worth living. It is led by Alexandre Ricard, one of the grandsons of founder Paul Ricard. I was contracted by the new, internally-appointed CMO to lead a strategic initiative focused on building consumer-centricity and transforming digital marketing capability for the $4B US division. Some components were subsequently adopted as Pernod Ricard's global marketing standard. --Defined and developed the criteria to evaluate consumer engagement platforms to drive share of social conversation. --Developed a simple, replicable approach and template for translating consumer engagement platforms into agile consumer marketing playbooks.--Refined the framework for collaboration between Pernod Ricard US and its global brand companies to increase the timeliness and effectiveness of creative assets.--Led leadership and culture transformation to encourage risk-taking, foster experimentation, and ensure bold creative content. -
Chief Marketing OfficerCustomink 2015 - 2017Washington D.C. Metro AreaAfter 15 years at Hallmark, I was ready for a new challenge: working in a high-growth, e-commerce environment. CustomInk, at $300M in revenue, is the leading e-commerce provider of custom apparel for groups and occasions. It offers a wide range of merchandise, innovative digital tools, compelling designs, and superior customer service that help bring people together, strengthen their sense of community, and make events more special. Following several years of dramatic growth, the company wanted to evolve from a direct response marketing model to one based on branded differentiation. I was recruited to this newly-created role by the President with a mandate to:--Lead a transition to a purpose-based “community company” vision and customer experience.--Integrate product merchandising, marketing, and creative silos for more marketplace impact. --Modernize marketing through more contemporary digital and data-driven channels, compelling content, and relevant measures.--Build a more sophisticated CRM capability and validate customer data capture and activation as a leading source of growth.--Support a transformation to a multi-channel, multi-business enterprise.A strategic pivot from growth to profitability by the VC-backed board, the dissolution of several related businesses, and a change in organization structure reframed the marketing role in late 2017. -
Chief Marketing OfficerHallmark Cards 2009 - 2015Kansas City, Missouri AreaServed as CMO for one of the 100 most respected brands (2015), and the one most known for content that builds emotional connections – a key component of modern marketing. Under my leadership, Hallmark transformed its marketing approach. It became a 100% digital- and data-based marketer, with advanced capabilities in customer experience; CRM; digital, social and mobile marketing; e-mail; geo-targeted technologies; and search. It will never be “on-brand” for Hallmark to let its technology show. But don’t be fooled: under that heart is a data-driven, digital marketing brain. --Led customer experience, marketing strategy, integrated marketing communications, media, loyalty programs, consumer insights & analytics, in-store experience, creative, and development and production of the Hallmark Hall of Fame. --Supported all business divisions, including specialty retail, mass wholesale, e-commerce, and fast-growing subsidiaries. -
Svp, Chief Merchandising OfficerHallmark Cards 2004 - 2009Kansas City, Missouri AreaLed product merchandising, product development, visual merchandising, retail marketing, and retail operations during a turnaround of the Hallmark store network.
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Svp, General Manager, Gifts Business UnitHallmark Cards 2002 - 2004Kansas City, Missouri AreaPromoted to this role with a mandate to significantly grow Hallmark’s special-occasion gift business.
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Vice President, Gifts & CelebrationsHallmark Cards 2000 - 2002Led product development and held P&L responsibility for a business unit that included stationery, gift wrap, party products, Keepsake ornaments, and gift collections.
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Chief Marketing OfficerTimberland 1998 - 2000Greater Boston AreaDeveloped and implemented global marketing strategy for a premium lifestyle brand synonymous with the purpose of empowerment in the outdoors. Directed brand strategy, consumer insight, advertising and public relations, wholesale and retail visual merchandising, creative services, and brand licensing. Timberland was an $850M global brand with US specialty retail, international franchised retail, and factory outlet stores as well as global prestige wholesale distribution; now a division of VF Corp. -
Svp, Global MarketingFisher-Price 1997 - 1998Buffalo/Niagara, New York AreaHad global marketing oversight and US P&L responsibility for a $1B children’s products company founded on the purpose of realizing children’s full potential through constructive play. Differentiated from new competitors, supported our premium price position, and improved sales by developing a new brand positioning and implementing a new product segmentation and marketing strategy. -
Svp, International MarketingFisher-Price 1995 - 1997Buffalo/Niagara, New York AreaPromoted to this position to ensure Mattel realized the rapid international growth that was the primary basis for the merger. Responsible for thought leadership and support for 36 affiliates in 140 countries.
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Vice President, Marketing CommunicationsFisher-Price 1993 - 1995Buffalo/Niagara, New York AreaAfter a 1993 merger, the CEO of Mattel called for the creation of this position to revitalize marketing communications and support rapid international growth. Led development of new markets, and planning and execution of all integrated marketing programs.
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Director Of MarketingFisher-Price 1987 - 1993Buffalo/Niagara, New York AreaHired as a Marketing Assistant (1987), promoted to Assistant Marketing Manager (1988), Marketing Manager (1989) and Director of Marketing (1990) based on sales and share gains in assigned businesses. From 1969 to 1993, Fisher-Price was owned by Quaker Oats Company and provided classical consumer packaged goods marketing training; it is now owned by Mattel.
Lisa H. Macpherson Skills
Marketing Strategy
Brand Management
Integrated Marketing
Customer Insight
Marketing Communications
Direct Marketing
Leadership
P&l Management
Digital Marketing
Brand Architecture
Marketing
Crm
Digital Strategy
Customer Experience
Brand Experience
Talent Management
Team Building
E Commerce
Mentoring
Advertising
Product Development
Marketing Research
Agency Relationship Management
Loyalty Marketing
Retail Marketing
Shopper Marketing
Merchandising
Collaborative Leadership
Team Leadership
Management
Customer Relationship Management
Branding
Lisa H. Macpherson Education Details
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Advanced Leadership Initiative
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Master Of Business Administration (M.B.A.) -
Psychology
Frequently Asked Questions about Lisa H. Macpherson
What company does Lisa H. Macpherson work for?
Lisa H. Macpherson works for Public Knowledge
What is Lisa H. Macpherson's role at the current company?
Lisa H. Macpherson's current role is Policy Director at Public Knowledge.
What is Lisa H. Macpherson's email address?
Lisa H. Macpherson's email address is li****@****dge.org
What is Lisa H. Macpherson's direct phone number?
Lisa H. Macpherson's direct phone number is +170334*****
What schools did Lisa H. Macpherson attend?
Lisa H. Macpherson attended Harvard University, University At Buffalo, Colgate University.
What are some of Lisa H. Macpherson's interests?
Lisa H. Macpherson has interest in Innovation, Cooking, Fashion, Traveling, Mentoring, Reading, Consumer Trends And Pop Culture, Fitness.
What skills is Lisa H. Macpherson known for?
Lisa H. Macpherson has skills like Marketing Strategy, Brand Management, Integrated Marketing, Customer Insight, Marketing Communications, Direct Marketing, Leadership, P&l Management, Digital Marketing, Brand Architecture, Marketing, Crm.
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