Lisa Farrow, MBA, PMI-ACP, SAFe 6

National Basketball Association (NBA)

Driving the adoption of agile and project management frameworks across operational and technical teams.  Teach core PM/agile principles and methods - then calibrate based on team/organization needs. Focus on outcomes of delivery speed and quality. Influence culture of continuous improvement and evolution of team maturity.  Cultivate Agile Community of Practice across the League.

Agile Coach/Program Delivery

AgileSherpas

AgileSherpas is the world’s leading Agile marketing consulting, training, and coaching firm.  As an ICAgile accredited instructor, trained and coached marketing professionals on Lean/Agile principles and practices. Delivered remote training of Agile Marketing Fundamentals course. Provided post-training coaching to guide team organization structure, process mapping and dependency charting.

Agile Coach & Trainer

BLEND360

Coached global American Express teams how to use Agile marketing practices such as Scrum and Kanban.  Focused on outcomes to accelerate execution, increase experimentation and strengthen prioritization practices.  Created marketing Jira templates to increase usage across marketing teams.  Developed dashboards to evaluate team activity and deliver key reporting. Provided insights on Agile impact, team engagement and overall sentiments.

Agile Marketing Transformation Coach (Contract with American Express)

Sirius XM Radio Inc.

Led engagement and retention marketing for key subscriber portfolios – Military, College, Aviation and Marine.  Led all initiatives to understand customer journey, behaviors and pain points.  Developed annual plans to achieve engagement and winback goals. Served as subject matter expert across enterprise for performance reporting and revenue contribution insights.  

Partnered with product management teams, external vendors and finance to obtain research insights to ensure product structure and pricing were at optimal levels.  Launched method for “gating” the Military discount to manage invalid access.  Gathered primary research among college students to inform leadership discussions on growth opportunities for younger subscriber acquisition.

Senior Director - Emerging Markets (Niche Customer Segments)

Expanded retention strategies and identify ways to improve value perception among SiriusXM subscribers. With over 30 million active customers, complex challenge existed for communicating across multiple lifecycles at a household level. Segmentation insights were needed for campaign and messaging optimization.

Assessed research and feedback to identify key pain points across subscriber journey.  Partnered with Analytics to evaluate key metrics to be able to answer key questions – distribution of subscribers by revenue bands, triggers for attrition, perspectives of age, income and presence of children.  Collaborated across the enterprise to map end-to-end subscriber experience to enable discussions for messaging optimization, frequency reduction and segmentation adoption.

Senior Director, Customer Retention/CRM Strategy

APMEX, Inc.

Led strategic and execution initiatives to onboard, educate and activate new and existing customers.  Managed the customer journey across the APMEX e-commerce website, targeted banners, SMS messages, email and offline customer contact channels. 

With support of direct team (Email Manager and Segment Manager) as well as in-house creative team, developed processes to create daily engagement emails and web banners to highlight product and drive cross sales. Developed “library” of digital communication elements to enable quick notification of sharp market movements.  Evaluated multiple email service providers to support transition to a platform with omni-channel and programmatic capability.

Vice President, Customer Development-Cross Sell

HSBC

Transitioned from consultant role to lead acquisition campaigns to build HSBC’s Premier customer portfolio – as part of global Premier launch.  Administered $25 million annual budget with P&L accountability for campaigns averaging $4 million each. 

Directed all aspects of campaign development including strategy, financial analysis, offer creation and fulfillment. Partnered with legal, external creative agencies, and offer fulfillment vendors. Integrated campaign messaging across print ads, websites, online banners, direct mail and email, gift premiums, branch merchandising, sales communications, training and contests.

Vice President/Director, Acquisition Marketing & Marketing Operations

Wyndham Worldwide / RCI

Promoted to manage Registry Collection and RCI’s private label credit card program.  Registry Collection, a luxury vacation ownership exchange program, needed brand revitalization due to years of neglect.  Dedicated management and support was needed to grow RCI’s private label partnership with MBNA to increase card adoption and usage.

Managed relations with MBNA and creative agencies to leverage market research and develop member messages to encourage card spend and promote rewards program.  Increased usage and reward redemption by using card spend data insights to enhance reward program options. Managed development of fully integrated member welcome kit for Registry Collection, including redesign of an interactive website with photos and video and creation of a coffee table quality book featuring property details and images.

Director of Marketing, Luxury Segment

Hired into CRM Strategy team to design customer engagement strategy for Merkle platform.  Business was challenged to maintain customer attention and engagement.  

Conducted interviews and focus groups across US and applied data insights to adjust marketing campaign and agent processes.  Launched several test campaigns based on CRM hypothesis and customer predictive models to understand customer behaviors.

Senior Customer Segment Marketing Manager

Business Agility advocate and accomplished Marketer with leadership roles held at Fortune 100 and several midsized companies.

Four years ago I augmented my marketing skills with formal Agile project management study and practice.  Now I support the delivery of customer value and digital transformation.  This includes training and mentoring teams toward greater transparency, higher productivity and quality, and improved customer (and employee) experiences.  

Excited for opportunities to collaborate with senior leaders and their teams to connect the dots between strategy, culture, process and measurements.  

Certifications:
PMI-Agile Certified Practioner Certification
ICAgile Leading with Agility (ICP-LEA)
ICAgile Certified Professional Agility in Marketing (ICP-MKG)
ICAgile Authorized Instructor - Agile Marketing Fundamentals
Scaled Agile Inc. SAFe 6 Scrum Master (CSM)
Scaled Agile Inc. SAFe 6 Product Owner/Product Manager (POPM)

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