VP of Marketing & Strategic Partnerships
When it comes to marketing and digital demand generation, Lisa Barbieri has done–and seen–it all. Starting at the bottom of the corporate ladder, Lisa Barbieri earned her way to the heights of a career in technology managing multi-million dollar tech divisions through a lot of hard work, education and determination.
“I have pivoted quite a bit in my career—focusing on product marketing, product management, demand generation, branding, and revenue operations. It’s all of that experience that I draw on to help build CM Labs’ position as a thought leader in the simulation industry and the market leader in construction training simulation.”
My background is very diverse, and it has involved different aspects of sales and marketing. I started my career at a company that manufactured pharmaceutical packaging machinery, working my way up from being a receptionist while completing my university degree at night and raising my son. Over the years, I progressed through various roles at a number of manufacturing companies, engaging in both the business-to-business and consumer sectors.
My experience continued to broaden as I managed large trade show appearances and took responsibility for product and company branding using traditional print media. I then moved to a marketing position at a large tech company and quickly recognized the critical role of digital marketing. At the time, very few people were talking about digital marketing or recognizing its potential, but I learned everything I could about it and how to use it to successfully promote a business. That drive to stay on top of emerging trends and turn them into real results became a key part of my approach, eventually leading me to manage marketing for three distinct divisions, together responsible for $150 million. The same commitment to understanding customer needs and developing strategies for growth led me to join CM Labs eight years ago.
My responsibility now is to lead the company’s early stage pipeline growth and brand strategy. I use all of the integrated marketing pieces to enhance our brand reputation, strengthen our market positioning, and drive results. Additionally, I align our communications with our company’s goals and the evolving industry landscape.
When I first joined CM Labs, I was tasked with marketing and growing the new line of products for construction. Now it is our most successful line of business. At CM Labs, we’ve not only met market demand but have anticipated it, developing solutions that improve safety, efficiency, and overall operator performance. Leading a team within a company that innovates at this level—while making a tangible impact on training methods worldwide—is incredibly rewarding.
In my role as VP of Marketing and Strategic Partnerships, I focus on blending our strategic goals with practical marketing actions. I believe marketing can connect us with our audience and help customers achieve results. This approach is crucial because marketing is not just about promotion—it’s a comprehensive growth engine that drives our company forward. I’m responsible for contributing to revenue, and I use the marketing toolkit to make that happen.
When I think about partnerships, it goes beyond simple relationships. Strategic partnerships mean working closely with companies whose products or services complement our own. Take our work with Trimble, for example–combining our technologies provides real-time data for immediate feedback and improved decision-making during training sessions. That helps to build a safer working environment. It also offers a better return on investment. Our SimGuide partner, Baker Technical Institute (BTI), trains instructors and students 2.5 times faster than they can using traditional methods. In all of our partnerships, we’re enhancing each other’s offerings and delivering a higher value to customers.
Whether through a powerful thought leadership campaign or a mutually beneficial collaboration, everything we do at CM Labs is about expanding our reach and making the industry safer and more efficient.
When I first interviewed at CM Labs, I was struck by the high level of expertise in each area of the business, and it has not changed. Each department in the company–from engineering to accounting, HR, IT, operations, services, and marketing–has dedicated and knowledgeable people committed to developing truly immersive and realistic simulation experiences that are the best in the industry. This dedication to quality and authenticity has earned us a strong reputation, and it’s a difference our clients genuinely value.
At CM Labs, we are dedicated to advancing the simulation industry. We’re not just training operators—we’re using simulation software and technology to set new benchmarks for safety and performance in challenging environments. Our simulations are designed to mirror real-world scenarios, preparing trainees in ways traditional methods simply can’t. By helping our clients provide access to this technology and prepare people through realistic, hands-on simulations, we’re shaping a safer and more capable workforce, which ultimately elevates standards across the industry.
Innovation, collaboration, and curiosity define the culture at CM Labs. We’re a team that values learning and constant improvement. Everyone here is encouraged to bring ideas to the table, no matter their role. It’s a culture where innovation is not just a goal but a daily practice, and that energy makes it a fantastic place to work.
At CM Labs, there is a definite sense of purpose in what we do. Knowing that our solutions not only directly contribute to safer and more skilled operations across industries, but also offer opportunities that might not have been available before, is incredibly fulfilling. Also, working alongside a talented and passionate team makes every day both challenging and inspiring.
I’m passionate about continuous learning and development, through fitness training, reading, traveling, and exploring new technologies. I believe that each experience brings a fresh perspective that I can apply to my role here at CM Labs. Staying curious and connected to the world keeps me energized and open to new ideas.
As industries continue to embrace digital transformation, I envision CM Labs being at the forefront of innovation, developing solutions that redefine industry standards. In the next few years, I am excited to see us expand our influence globally and deepen our impact in key markets, all while staying true to our commitment to excellence and safety.