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Lisa Basford

Areas of Expertise: , , , , ,


Lisa is a creative and innovative leader in corporate responsibility and brand management. She truly believes that by making social responsibility core to the brand and business strategy, we can deliver sustainable success. She develops ESG strategy for clients, creating market-leading programmes and partnerships to engage customers, colleagues, and the community. Lisa’s commitment to fairness, diversity and inclusion is at the core of her work.

 

Lisa has worked for international brands within the hospitality industry, including InterContinental Hotels Group PLC (IHG), Bourne Leisure Limited and Tui. As an independent consultant she has continued to support hospitality brands.

 

As Global Corporate Responsibility Director for IHG, Lisa developed and implemented a worldwide sustainability strategy, authored the Responsible Business Report and managed all Sustainability stakeholder communications. She led global volunteering and fundraising initiatives reaching 375,000 colleagues. Lisa led social impact programmes to support young people and disadvantaged groups, ran ESG training programmes, and implemented new Corporate Responsibility policies. She worked collaboratively with Legal, Risk and Operational functions to ensure compliance. Lisa was part of the team responsible for the establishment of a corporate foundation- accountable for governance, grant-making, reporting and engaging with trustees.

 

Prior to her work in Corporate Responsibility, Lisa was EMEA Brand Director for Holiday Inn, Crown Plaza, InterContinental and Hotel Indigo brands. Using consumer insights and macro trends to create compelling brand and marketing strategies, from menu development to guest room design, she gained commercial success and enhanced brand reputation. Her work in Marketing and Communications ranges from Investor events, trade shows to consumer marketing and TV commercials.