Lisa Grimm has a strong back ground in integrated marketing communications, branding, public relations and emerging media, and is skilled in bridging the traditional/digital media divide. She believes that brand reputation is an organization's most critical asset and that its ability to innovate, adapt and change with society impacts the ultimate success of any organization. At the Mall of America, Lisa's time is devoted to an integrated marketing mix consisting of social media, online public relations and social communication campaigns. She has spear-headed digital campaigns with measureable results in both the B2C and B2B spaces.