With over two decades of experience, Lamiaa Farrag is a formidable force in driving measurable business impact across diverse industries in Europe, the Middle East, Africa, and now the U.S. Specializing in aligning marketing initiatives with business objectives to drive measurable impact, Lamiaa currently leads Consumer Data Strategy and MarTech Transformation at Nestlé USA. She excels in balancing long-term ROI goals with immediate needs, ensuring that marketing investments align with business case objectives. Lamiaa uses financial metrics such as NPV (Net Present Value) and IRR (Internal Rate of Return) to demonstrate business value and drive growth within a global, consumer-centric organization.

Before joining Nestlé, Lamiaa was Growth Marketing Lead at Cigna Corporation, where she bridged growth strategy with execution. She developed and implemented targeted marketing strategies that enhanced demand generation, improved campaign performance, and drove results using data-driven insights. Lamiaa played a key role in shaping Account-Based Experience (ABX) strategies at Cigna, focusing on lead generation, up-sell, and cross-sell initiatives. By leveraging data to personalize marketing efforts, she helped strengthen relationships with key accounts, drive engagement, and increase revenue.

Key Career Highlights

• Strategic Alignment: Lamiaa aligns marketing strategies with business goals, focusing on metrics that matter to CFOs and executive leadership.

• Marketing Transformation: She leads digital transformation initiatives and develops MarTech roadmaps that optimize ROI and streamline operations.

• Financial Acumen: At Nestlé, Lamiaa balances financial investments with ROI, using NPV and IRR to ensure business growth and investment value.

• Global Expertise: Lamiaa has extensive experience across diverse industries, including Healthcare, Consumer Goods, and Financial Services. She has collaborated with renowned global brands such as Continental GmbH, TÜV NORD Group, AXA Insurance, Bank Piraeus, CIL, Hilton, Mazda, Jeep, Unified Industries Incorporated (UII), Cigna Corporation, and Nestlé.

• Entrepreneurial Spirit: Her background as a startup founder fosters innovation and agility in marketing leadership.

In this session, Lamiaa will share insights on how to communicate effectively with CFOs, align KPIs with business goals, and drive long-term success.