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Cristina Lilly is a managing director of BrightHouse, a Boston Consulting Group company. BrightHouse is a global creative consultancy that pioneered the practice of helping organizations uncover their timeless purpose to grow their people, profits, and social impact.

Cristina joined BrightHouse in 2017, and she is a core member of BCG’s Consumer, and Marketing, Sales & Pricing practices. She has experience in consumer packaged goods, technology, fashion, retail, automotive, insurance, financial institutions, and luxury, with a focus on uncovering a brand’s purpose and leveraging it to develop strategic roadmaps for growth.

Cristina’s recent engagements have included excavating and activating the organizational purpose for a German auto manufacturer looking to reaffirm its leadership position in the industry; as well as engagements with an artificial intelligence company in North America, a luxury fashion brand in Europe, and a leading home solutions company in North America undergoing a large-scale transformation.

Prior to joining BrightHouse, Cristina spent over 20 years in advertising and marketing roles on both the agency and client side. Her client-side experience includes senior marketing roles at the Diamond Trading Company, a DeBeers Group Company, the Ralph Lauren Corporation, and Steinway & Sons.

AREAS OF EXPERTISE

EDUCATION

  • BA, University of Michigan, Ann Arbor

Publications and Videos

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Connecting Cost Management with Purpose

When organizations connect cost management initiatives to their purpose, vision, and values, their transformation efforts are more likely to be successful and sustainable.

Connecting Cost Management with Purpose

When organizations connect cost management initiatives to their purpose, vision, and values, their transformation efforts are more likely to be successful and sustainable.

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The Cost Transformation Essential You May Be Missing

Having an emotionally strong workforce makes it likelier that organization-wide changes will succeed. Cultivating it means helping people fulfill four fundamental human needs.
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Purpose Can Pave the Way for the Automotive Industry

Clarity of purpose benefits automakers in multiple ways, including ease of recruitment, employee engagement, and organizational focus.
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Leading with Humanity and Purpose in Uncertain Times

BCG BrightHouse offers four principles to reinforce the importance of purpose and values in troubling times.
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Leading with Humanity and Purpose in Times of Crisis

In a recent article on Why Why Matters Now, BrightHouse President, Americas Cathy Carlisi and CEO Ashley Grice reinforce the importance of Purpose and values in times of crisis. They present a compelling case for why organizational Purpose serves as a backbone of stability, focus, and fortitude.
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Institutional Investors Discover the Power of Purpose

Rather than dedicate a small slice of investments to social responsibility, some firms build purpose into their entire strategy, generating greater societal good—and higher financial returns—in the process.