With helia rolling into Havas’ new customer experience network, Roche brings strategic expertise to lead digital transformation specialists

Havas Creative North America continues its commitment to customer experience by announcing Liz Roche as general manager and chief strategy officer of Havas CX helia, part of the recently formed Havas CX global network. In the position, Roche—formerly managing director of Havas helia (customer engagement)—is tasked with leading strategy for clients and internal teams in the areas of CX, digital, data, analytics and marketing technology.

“Liz’s fresh and modern approach to CX, and what it can be, is unparalleled,” said Stephanie Nerlich, Chief Executive Officer, Havas Creative North America. “Liz has been key to uncovering customer causation and the root of consumer behavior, while working together with strategy teams to transform disparate data points into true insights. Ultimately, Liz’s strategic vision allows us to better design the customer experience and drive deeper meaning between brands and their customers.”

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A true performance marketer and technology enthusiast, Roche’s diverse background includes data integration engineering, digital strategy leadership and vertical leadership. After spending time at LinkedIn, Epsilon-Conversant and Facebook, she brought her deep understanding of CRM, digital, display and social to Havas helia Chicago, where she led the data-driven strategies, CRM strategy and implementation, loyalty program management and marketing technology consulting for the Chicago group’s clients.

“I’m passionate about cultivating customer loyalty through, and removing friction from, digital experiences to give clients unparalleled competitive advantages,” noted Roche. “The collection of experience I’ve built gives me a different perspective of what’s possible—and right now that’s bringing together the right team for each assignment. With our CX network, we’re adding more agility to our approach, building a powerful model based on expertise, collaboration and consumer understanding.”

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Roche has also made an immediate impact on the North American creative network’s culture. “I’m thrilled to be a member of Havas’ North America Diversity Equity and Inclusion Advisory Committee, proudly representing employees of the LGBTQ community,” she added.

Havas CX is a new, international network that launched in October 2020, dedicated to delivering meaningful brand experiences across the entire customer journey. The collective brings together more than 1,500 people from 20 of Havas’ global agency groups and local agencies, plus additional CX specialists from across the Havas network, under a common structure, governance, methodology and mission.

“Havas CX is taking a human approach to understand customers as more than just a series of media touchpoints connected to transactions,” said Roche. “It’s not just what your customers do, it’s why. Once we understand that we can truly design the customer experience and build a creative program based on those truths.”

Roche’s initial goal in her role with Havas CX helia is to create more collaborative space for the network’s vast talent, from PhDs to strategists, to play to their strengths and accelerate growth.

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