Diana Garfold-Barr

About Diana Garfold-Barr

The best organizations don\'t just acquire fans and customers, they build relationships that compound over time.That\'s what I do. I architect the operating models, data strategies, and engagement systems that turn one-time transactions into lasting loyalty — and lasting loyalty into measurable revenue.With a career spanning operator, technology, and executive advisory roles, I\'ve spent 25+ years at the intersection of data, AI, and human behavior; helping complex organizations move from fragmented analytics to enterprise-wide fan and customer activation.As VP at SymphonyAI, I partner with C-suite leaders at some of the world\'s largest retailers to build the frameworks and governance systems that power personalization, journey orchestration, and lifecycle engagement at scale. In 2025, programs I led helped unlock $180M+ in identified and activated value.My edge: I\'ve sat on the retailer side (Giant Eagle, Amazon) and the solutions side — so I know what actually works inside complex organizations, and what gets stuck in the seams between strategy and execution.I\'m increasingly energized by how these capabilities apply to sports and live entertainment — where fandom, identity, and lifetime value intersect at a scale unlike any other industry. The disciplines I\'ve honed in consumer ecosystems — lifecycle thinking, personalization architecture, operating models, and ROI measurement — are exactly what modern sports organizations need to deepen guest relationships and grow enterprise value. What I bring to the table:→ Fan & customer lifecycle strategy — from acquisition through lifetime advocacy→ AI and data platform enablement — translating technology investment into business outcomes→ Executive stakeholder alignment — operating across marketing, digital, product, and technology→ Operating model design — building the governance and measurement systems that make activation sustainable

Experience

1. VP, Customer Success & Insights

   SymphonyAI

   Apr 2024 — Present · Loveland, CO, US

   Lead enterprise loyalty and customer growth strategy for major U.S. grocery and retail clients, translating insights into actionable programs that grow customer lifetime value and profitability

Education

• Duquesne University

  Giant Eagle Emerging Women Leaders

  2010 — 2010

• Carnegie Mellon University - Tepper School of Business

  Giant Eagle Executive Leadership Series

  2012 — 2012

Skills

• Budgets
• Team Leadership
• Forecasting
• Team Building
• Management
• Vendor Management
• Sharepoint
• Building Relationships
• Change Management
• Software Documentation
• Sdlc
• Integration
• Project Portfolio Management
• Requirements Analysis
• Pmo
• Pmp
• Business Intelligence
• Leadership
• Project Planning
• Supply Chain
• Project Management
• Pricing
• Strategy
• Time Management
• Business Process Improvement
• Talent Management
• Merchandising
• Strategic Roadmaps
• Business Analysis
• Grocery
• Program Management
• Supply Chain Management
• Business Requirements
• Customer Service
• Process Improvement
• Cross-Functional Team Leadership
• Product Management
• Inventory Management
• IT Strategy
• Customer Oriented