Resume | Portfolio | Presentations

Lisa Woodley
Digital Experience Strategy and Design


15-year success record leading customer and employee experience strategy for Fortune 500 companies. Developed highly effective customer and employee experience and UX change management projects for clients such as GSK, Comcast, DuPont, PwC, KPMG, and Honeywell. 10+ years experience managing, mentoring, and leading cross-disciplinary UX teams.


  • UX strategy and design
  • Audience research and analysis
  • UX standards and governance
  • Branding and marketing communications
  • Change management communications
  • Employee alignment and engagement


NTT DATA AMERICAS, Woodbridge, NJ (September 2005 - Present)
North American Division of a $13B Global IT Strategy and Implementation Organization.

Vice President, Experience Design (XD) Practice Lead (June 2012 - Present)
Lead a team of strategists, research associates, experience architects, designers, and copywriters in the development of strategic customer and employee experience engagements for Fortune 500 clients such as Honeywell, Wyndham, and KPMG.

  • Successfully led XD team through an acquisition, which required transitioning my team from a 500 person company to an 18,000 person company.
  • Grew XD team from 13 to 20 employees and increased departmental revenue by $2M over 2 years.
  • Grew new XD accounts with companies such as Honeywell and Wyndham.
  • Developed C-level relationships within clients to ensure continued success.
  • Increased awareness of experience design throughout the organization across 9 business units and 16 industry verticals.
  • Contributed to NTT Data Americas Interactive Services strategic direction and overall business plan as part of the leadership team.

Sr. Director, Creative (September 2005- June 2012)
Responsible for building the Creative and Communications Strategy Practice and leading a team of visual designers and copywriters in the development of strategic customer and employee experience engagements for Fortune 1000 clients such as DuPont, IEEE, GSK, AstraZeneca, Merck, and Pfizer.

  • Successfully developed a new Communications Strategy offering.
  • Developed a research-based employee-centric change management communications campaign for GSK's 100,000 seat global transition from Lotus Notes/Domino to Microsoft in the cloud.
  • Created communications and training materials to facilitate the transition of Pfizer's Animal Health sales force to a new SFA tool, which resulted in an 80% adoption rate with no formal training required.

ROSETTA MARKETING, Hamilton, NJ (July 2004 – September 2005)
The 9th largest interactive marketing agency with focus on healthcare, retail, and financial verticals.

Director of Creative
Lead the creative department in the development of creative marketing communications for $10-12 million worth of business in the pharmaceutical and healthcare vertical.

  • Directed online creative marketing communications for SimStar’s primary brands including Botox Cosmetic, Pegasys, Famvir, Zelnorm, Ambien, Plavix, and BMS Oncology.
  • Led team of staff and freelance art directors, designers, and production artists in the development of a range of creative approaches that are strategically on target and maintain a high level of creativity.
  • Responsible for day-to-day management, annual reviews, and professional development of creative staff including art directors, interactive designers, production artists, and UI developers.

SIMSTAR, INC., Princeton, NJ (January 2001 – July 2004)
Interactive marketing agency focused exclusively on healthcare and life sciences.

Art Director
Responsible for creative strategy and design for $4 - 5 million worth of business annually.

  • Worked with client and account teams on assigned brands to translate client business goals into an integrated marketing strategy and develop tactics that map to that strategy.
  • Developed award-winning creative. Awards included:
  • New Jersey Communications and Marketing Association Astra Best of Show.
  • Web Marketing Association Best Pharmaceutical Website.
  • DTC National Bronze - Best CRM Campaign.
  • Freddie International Health & Medical Media Award best website.

ACI, Woodbridge, NJ (September 1999 – January 2001)
eBusiness solutions organization focused on financial services and the public sector.

Manager of Web and Marketing
Responsible for all internal and external marketing initiatives.

  • Led creative direction and design for clients including ADP, NJ State Police, and NJ Foster Care
  • Managed all corporate marketing initiatives including the conceptualization, copy, design, and production of marketing materials

DOW JONES NEWSWIRES, Jersey City, NJ (July 1998 to September 1999)
Real-time financial news division of Dow Jones, Inc.

Marketing Coordinator
Responsible for marketing coordination, design, and production for both print and web.

  • Designed and produced websites, advertising banners, print materials, and monthly. newsletters for use by the sales force.
  • Designed and produced the Dow Jones Newswires Intranet site following design parameters set by Dow Jones Corporate Marketing.
  • Coordinated presence at annual conventions and events.

RUTGERS UNIVERSITY PRESS, Piscataway, NJ (July 1994 – July 1998)
Nonprofit academic publishing house that operates as part of Rutgers University. Areas of focus include sociology, anthropology, health policy, history of medicine, and human rights.

Advertising and Direct Mail Manager
Responsible for all aspects of bi-annual direct mail and advertising campaigns including strategy, copy, design, and production.

  • Conceptualized overall look and theme of bi-annual advertising and direct mail campaign.
  • Wrote, designed, and produced all catalogs, brochures, flyers, and print ads.
  • Developed marketing database to coordinate advertising and direct mail budgets, track sales, analyze results, and optimized campaign based on those results.

NEW JERSEY SPECIAL OLYMPICS, Princeton, NJ (September 1993 to July 1994)   
Not-for-profit organization that provides sports training and athletic competition to children and adults with intellectual disabilities.

Marketing Assistant
Assistant to a 5-person marketing department.

  • Designed and produced brochures, newsletters, and flyers for fund-raising events.
  • Assisted in all elements of special event planning from marketing to registration and on-site management of participants


RUTGERS UNIVERSITY, New Brunswick, NJ (April 2011 – Present)
Center for Innovation in Education at Rutgers University provides graduate-level courses for matriculated masters students and continuing professional education students.

Instructor, User Experience Design (UXD)
One of three core instructors responsible for developing the curriculum and conducting a quarterly week-long class in User Experience Design. Curriculum includes:

  • Audience research & analysis.
  • Developing web and mobile tactics that support the needs identified in research.

line Bachelor of Arts, Rutgers University
Majors: English and Philosophy
Minor: Psychology