Lisa Rojas Bacus recently launched Oro Vista Ventures LLC and Oro Vista Ranch, a new business venture 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.
Prior to joining Cigna, she was at American Family Insurance for five years where she served as Executive Vice President and Chief Marketing Officer, overseeing all marketing, public relations, communications and actuarial functions. Bacus also had 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 Executive Director of Global Market Research and Head of Marketing at Ford of Mexico.
Bacus has also been recognized with numerous business, leadership and civic awards. She has won numerous marketing awards, including four Effie awards, for various business and marketing efforts. In 2019 she was named to the Wall Street Journal Network’s 50 Most Influential CMOs and named to the Top 100 Brand Innovators. She is actively involved in the community and channels her passion for education by providing scholarships for high school students to attend college.
She currently serves on the board of directors at Teradata Corporation, Selective Insurance Group Inc., Douglas Dynamics Inc. and Culver’s Franchising Systems Inc.
Bacus earned BA and BS Degrees from Northern Arizona University and an MBA from Duke University.