Lisa H. Macpherson Email & Phone Number

Washington, District Of Columbia, United States

Public 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.

Washington, District Of Columbia, United States

Initially 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.

Cambridge, Massachusetts, United States

The 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.

Cambridge, Massachusetts

In 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.

Cambridge, Massachusetts

As 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.

Greater New York City Area

Headquartered 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.

Washington D.C. Metro Area

After 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.

Kansas City, Missouri Area

Served 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.

Kansas City, Missouri Area

Led product merchandising, product development, visual merchandising, retail marketing, and retail operations during a turnaround of the Hallmark store network.

Kansas City, Missouri Area

Promoted to this role with a mandate to significantly grow Hallmark’s special-occasion gift business.

Led product development and held P&L responsibility for a business unit that included stationery, gift wrap, party products, Keepsake ornaments, and gift collections.

Greater Boston Area

Developed 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.

Buffalo/Niagara, New York Area

Had 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.

Buffalo/Niagara, New York Area

Promoted 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.

Buffalo/Niagara, New York Area

After 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.

Buffalo/Niagara, New York Area

Hired 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.

Advanced Leadership Initiative

Master Of Business Administration (M.B.A.)

Bachelor Of Arts (B.A.), Psychology