Over a 30-year career in business, Lynn Girotto (BBA ’90) has seen seismic shifts in the field of marketing. But her ability to keep learning, adapting, and adjusting—while maintaining a laser focus on the customer—is what’s cemented her in-demand status for one of business’ highest-profile jobs: the chief marketing officer.
Her career has taken her to small startups, tech giants, business-to-business organizations, and some of the most recognizable brands in the world, including PepsiCo, Starbucks, and Microsoft.
As the CMO of experience-management company Qualtrics, Girotto provides strategic oversight and leadership to numerous teams that touch all aspects of marketing. Since taking the job in 2024, Girotto has also participated in a worldwide listening tour that’s spanned several countries, three continents, and numerous cities across the U.S.—all to better understand her customers’ experiences.
“It brings me back to the foundation of our jobs as business leaders, which is to understand what experiences customers are having and figure out how to create that authentic connection with someone,” she says.
She’s also working to evolve the company’s brand perceptions beyond surveys, helping businesses understand their customers and employee experiences through AI-powered insights to take action when it counts the most.
Her goal going forward is to think big, start small, and act fast to start driving business outcomes.
“That’s what you have to do as an executive these days,” she says. “You have to make an impact quickly. And I have huge aspirations for what I think the company can do and how marketing can impact the business.”