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B2 Awards Top Jury
Vice President, B2B Marketing
Mastercard
BIO
Lisa Maxwell is Vice President of B2B Marketing at Mastercard, where she works with fintechs and global partners to turn complex ideas into work that functions in the real world. Her focus is helping organizations understand each other early enough to make confident decisions, aligning internal teams and customers so adoption follows naturally.
She began her career at Johnson and Johnson and GlaxoSmithKline Consumer Healthcare, shaping brands embedded in everyday life. That experience continues to inform her belief that progress is tangible. You see it in behaviors, habits, and the ease with which people act.
Lisa’s approach centers on closing the gap between intention and experience. She views marketing less as storytelling and more as a discipline of clarity, ensuring what is said is actually understood and useful to the people making decisions.
She has served on the Cannes Lions Creative B2B Jury and as a returning Top Juror for the ANA B2 Awards, where she is drawn to work that connects businesses, people, and measurable outcomes. She also serves on the board of the GrassROOTS Community Foundation, supporting initiatives advancing health, dignity, and opportunity for girls and women, reinforcing her belief that connection, especially early connection, changes outcomes.
Q&A with Lisa Maxwell
Please provide one word that defines great B2B brand leadership today.
Understanding. The brands that lead are the ones that help people inside organizations understand each other well enough to act.
Please share one trend you are watching closely.
As machines generate more information, human decisions rely less on finding answers and more on trusting them. Marketing increasingly exists to create confidence, not just provide knowledge.
In one sentence – What will it take to make an entry worthy of a B2 Award?
Show how your work created clarity that didn’t exist before and what business decision changed because of it.
What advice would you offer to teams preparing submissions for the B2 Awards?
Clearly articulate who the work was for and the insight that unlocked it. If we understand the audience and the tension they were navigating, we can understand why the idea mattered.
Why do awards programs like the B2 Awards matter?
They keep the industry grounded in marketing that helps organizations make better decisions, not just louder campaigns.
What distinguishes exceptional B2B marketing from work that is simply “good”?
Good marketing communicates value. Exceptional marketing creates shared belief across stakeholders so action becomes inevitable.
How have your expectations of great marketing evolved?
Despite waves of technology from connected TV to social media to AI, the constant has remained human. Great marketing still moves people emotionally and helps them feel confident in a decision.
When reviewing submissions, what signals tell you a program is driving real, sustainable business growth?
The strongest signal is organizational alignment. When a program captures the true essence of the audience so clearly that sales, product, leadership, and partners all begin using the same language, growth tends to follow.
When reviewing the “breakthrough insight,” what tells you it’s meaningful?
A breakthrough insight unlocks a universal truth. People in very different roles recognize themselves in it because it explains something fundamental about how decisions actually get made.
What lessons from your leadership journey most influence how you assess excellence?
My career has been shaped by rediscovering what made overlooked products or solutions special and reintroducing them to new audiences without losing their essence. I value work that reveals importance rather than tries to manufacture it.
What is a common misconception about B2B marketing?
A common mistake is treating B2B like a consumer campaign. That often misses the nuance of how one company helps another serve its own stakeholders, whether those are other businesses, governments, or end users. Strong B2B work starts by carefully interrogating the audience’s behaviors, attitudes, and stated needs so the solution fits how they actually operate, not just how a brand wants to position itself.
Get to know the 2026 B2 Top Jurors.