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Barbara Holzapfel


Seattle, WA

Member Since July 2023


High energy leader with 20+ years of experience driving growth through innovation and marketing, leveraging her unique combination of B2B and B2C expertise across multiple industries. She has incubated and scaled businesses, ranging from startups to multibillion-dollar global companies at Genesys, Microsoft (NASDAQ: MSFT), Taulia, Addepar, and SAP (NYSE: SAP). Known as a highly collaborative, people-centric leader, Barbara inspires and empowers her teams to achieve business objectives and drive growth at scale. Barbara brings deep enterprise software experience to her role as Board Director of the Canada-based global industrial safety technology company, Blackline Safety Corp. (TSX: BLN) and leverages her Education and digital transformation expertise as Board Director at Guitar Center. Her experience includes serving as Board Director for technology nonprofits, including, Silicon Valley Leadership Group, the Silicon Valley Forum for Technologists & Entrepreneurs, and the German American Business Association. Barbara's key areas of expertise include: - Strategy & Innovation - All marketing elements across B2B & B2C models: Marketing Strategy, Thought Leadership, Product Marketing, Demand Generation, Brand Building, SaaS Models - GTM strategy - Digital Transformation Thought Leader Barbara was named to Capital Magazine’s “Top 40 Under 40” list, holds an MBA, is fully fluent in German and English and conversational in French.

Published content

5 elements to maintaining consumer trust in today’s experience economy


Earning customer trust does not require a complex strategy, but it needs a thorough understanding of the customer and a strong desire to deliver truly differentiated and empathetic experiences.

Company details


Company bio

Every year, Genesys® orchestrates billions of remarkable customer experiences for organizations in more than 100 countries. Through the power of our cloud, digital and AI technologies, organizations can realize Experience as a Service®, our vision for empathetic customer experiences at scale. With Genesys, organizations have the power to deliver proactive, predictive, and hyper personalized experiences to deepen their customer connection across every marketing, sales, and service moment on any channel, while also improving employee productivity and engagement. By transforming back-office technology to a modern revenue velocity engine Genesys enables true intimacy at scale to foster customer trust and loyalty. Genesys recruiters will never ask for sensitive personal or financial information during the application phase. Initial inquiries might come through LinkedIn, but all communication thereafter is through an official Genesys portal. Continue to stay alert and safe.