See you in 2020!

September 21-24, 2020 | Austin, TX

Lynelle McKay

Chief Customer Officer Girl Scouts of USA

Lynelle McKay is chief customer officer at Girl Scouts of the USA (GSUSA). In this role, Lynelle leads the team accountable for Movement-wide membership health and growth, working closely with Girl Scout councils to attract and retain girl and adult members. Lynelle and her team are responsible for Girl Scout programming, volunteer support, and building the capacity of the 112 councils that facilitate Girl Scouting in communities across the United States.

 

Joining the Girl Scout Movement as a board member at Girl Scouts of Central Texas (GSCTX), from 2008 to 2010 Lynelle served on the board’s STEM advisory, finance, and development committees and as a member of GSCTX’s strategic learning team. In 2013, she became the council’s chief executive officer; in her five-year tenure she led GSCTX to become one of the top-performing Girl Scout councils with regard to membership growth, member retention, and financial stability.

 

Before Girl Scouts, Lynelle’s corporate career spanned more than 20 years at Motorola and Freescale Semiconductor, culminating in her position as senior vice president and general manager of the $1 billion networking and multimedia business. Since leaving Freescale in 2008, she has devoted much of her time to serving the community through local nonprofit organizations.

 

Lynelle received her bachelor of science degree in electrical engineering from the University of Hawaii.

Why Lynelle?
As the Chief Customer Officer at Girl Scouts of the USA, Lynelle is keenly aware of the high caliber of care she has to deliver to her 2 million members. In the experience age, her understanding of stakeholders has never been more crucial to serve with purpose and continuous improvement to deliver the Girl Scout brand promise. In her main stage keynote, Lynelle will discuss how to
lead and scale sustainable growth strategies for a rapidly growing membership base through Design Thinking and Service Design, look beyond the analytics by iterating and designing digital and physical experiences for continuous improvement and lastly, how to source the right technology to engage all stakeholders and provide effortless accessibility to tools and resources. 

Day Three: Main Conference And Expo: Wednesday, September 18, 2019

Wednesday, September 18th, 2019

8:20 Serve with Purpose: What Customer Care Looks Like for the Girl Scouts of the USA

 
There are over 2 million members of the Girl Scouts of the USA, and Lynelle serves every single member. Lynelle’s understanding of her stakeholders has never been more crucial in the experience age. To understand each and every member, she relies heavily on data to make the necessary changes to the member experience.  In order to capture all the data for a seamless experience, she’s implemented various systems and toolsets for each member.
 
+ Lead and scale sustainable growth strategies for a rapidly growing membership base through Design Thinking and Service Design
+ Capture representation of a huge customer base and recognize shifts in trends
+ Look beyond the analytics by iterating and designing digital and physical experiences for continuous improvement
+ Source the right technology to engage all stakeholders and provide effortless accessibility to tools and resources

Day Four: Site Tour Experience Day: Thursday, September 19. 2019

Thursday, September 19th, 2019

8:00 USAA San Antonio, Girl Scouts of Central Texas

*Please be advised that the morning site tour is in San Antonio and the travel time estimates an hour and thirty minutes one way.

8:00 AM: USAA San Antonio
2:00 PM: Girl Scouts of Central Texas
4:00 PM: Return to Hotel
4:30 PM: Arrive at Hotel

Check out the incredible speaker line-up to see who will be joining Lynelle.

Download The Latest Agenda