Lisa Rojas Bacus recently launched a new business venture as President and CEO of Oro Vista Ranch with the mission of bringing wellness to individuals of all ages and capabilities through equine-assisted experiences and therapeutic riding with a focus on serving children with autism.
Bacus previously served as Executive Vice President and Global Chief Marketing & Customer Officer of CIGNA Corporation and President of the Cigna Foundation until 2019. In that capacity, she was responsible for Cigna's global marketing activities and communications capabilities, including strategic market planning, marketing insights, data analytics and product solutions, competitive intelligence and market research, product development, branding, advertising, digital marketing, public relations and communications, customer value management and customer experience.
Bacus joined the company in May of 2013 after five years with the American Family Insurance where she served as Executive Vice President and Chief Marketing Officer, overseeing all marketing, public relations, communications and actuarial functions. Bacus began a successful 22-year career with the Ford Motor Company, where she served in many key roles, including as Head of Global Marketing Strategy and Director of Global Market Research.
Bacus has also been recognized with numerous leadership and civic awards. She has won numerous marketing awards, including four Effie awards, for various business and marketing efforts. She has been a Director of Teradata Corporation. She won a Webby award for website excellence and an Internet Advertising Competition (IAC) award for online content and branded entertainment. She was also among three individuals awarded La Raza Chicago’s Business Leader of the Year award. She is actively involved in the community and channels her passion for education by providing scholarships for high school students to attend college. Bacus earned BA and BS Degrees from Northern Arizona University and an MBA from Duke University.