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Alison Orsi, VP & CMO Europe – IBM

After spending 3 years in New York, Alison is now back in London leading Marketing for IBM Europe. Alison leads a large international team responsible for marketing strategy and delivery of IBM’s brand & reputation, and its sales pipeline development. With expertise across all aspects of go to market strategy and execution including portfolio marketing, campaign management, digital & events, the team embraces Agile as a working practice.

In her previous role as part of IBM’s CHQ marketing team, Alison led the strategic vision for the Performance Marketing function globally: setting standards, building new skills, capabilities & technology required for the organisation to anticipate customer expectations and competitive advantage. She also provided thought leadership to specialist discipline communities (including campaign management, email marketing and marketing automation). Alison was also instrumental in driving agile transformation for IBM marketing globally, ensuring teams had access to data insights for optimization and the skills needed to apply them.

A career marketer, previously Alison was CMO for IBM UK & Ireland, and has held multiple roles across IBM divisions and customer sets. She is also a Fellow of The Marketing Society in the UK.