About Robin Ross
Strategic advisor helping leaders navigate AI adoption with clarity, intention, and discipline.
Background
With 23 years of strategic leadership experience in retail, digital, loyalty, and data transformation at Fortune 100 scale, I've seen firsthand how technology hype can distract from business fundamentals.
My career has been built on helping executive teams cut through complexity to focus on what matters—aligning technology investments with business strategy, reducing organizational friction, and making disciplined choices about where to innovate.
Today, I bring that same analytical, business-first approach to AI strategy and organizational alignment, helping leaders use AI with intention rather than chasing every trend.
What I Believe
AI is a tool, not a strategy
The goal isn't to "do AI"—it's to solve business problems and create value. AI is one tool in the toolkit, not the endgame.
Clarity beats complexity
The best strategies are simple, focused, and aligned across the organization. Complexity is where value goes to die.
Balance is strategic
Leaders must balance protecting core operations (Lights On), optimizing current capabilities (Unlock), and exploring new opportunities (Explore).
Execution requires discipline
Strategy without execution is just conversation. Success requires making hard choices and staying focused on priorities.
Let's Connect
I work with executive teams, speak at industry conferences, and advise organizations on AI strategy and organizational alignment.