Strategy defines where the business is going. Marketing determines how the organization creates and captures customer value. Operations ensures the business consistently delivers on that promise. Sustainable growth occurs when all three functions are fully aligned. In today’s dynamic business environment, organizational structures are not always designed to deliver optimal business outcomes.
At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, Lisa Routel will present Linking Strategy, Marketing, and Operations Together. “One of the most common challenges arises when strategy, marketing, and operations function in separate silos, creating a disconnect between what an organization promises and what it ultimately delivers. When marketing develops the customer value proposition independently of operational execution, the result can be an inconsistent customer experience, diminished brand credibility, and unrealized business performance. Sustainable growth is achieved when strategy, marketing, and operations are aligned, ensuring that customer promises are supported by operational capabilities and consistently translated into exceptional products, services, and experiences.”
Lisa will share how her multidimensional leadership experience enables organizations to effectively link strategy, marketing, and operations to drive business growth. Drawing on her unique background across science, strategy, marketing, and operations, she’ll demonstrate practical approaches to aligning these critical functions—ensuring that strategic vision translates into exceptional customer experiences and measurable business results.
Strategic growth executive, board leader, and angel investor, Lisa has held leadership roles supporting globally recognized brands, including Verizon, Jaguar Land Rover, and Home Box Office (HBO). She brings a rare combination of scientific rigor, commercial acumen, and executive storytelling, enabling her to partner effectively with Boards of Directors and C-suite leaders to shape strategy, accelerate innovation, and create long-term enterprise value. An active governance leader, she serves as Chair and Executive Committee Member of the NYU Stern Alumni Chapter of New Jersey and contributes to multiple civic and nonprofit boards, such as the Readington Open Space Advisory Board and Woodlands Wildlife Refuge. She is recognized for her expertise in corporate governance, stakeholder engagement, strategic planning, and organizational leadership, with a collaborative approach that builds consensus and delivers measurable results.
This invitation-only event is an important gathering for experts driving the marketing accountability movement. Top finance, analytics and marketing professionals join with leading academics to network, get briefed on recent advances, and participate in shaping the future of accountable marketing. Request your invitation from events@themasb.org.