Moria Fredrickson

Most legacy enterprises try to bolt AI onto an old culture. It never works. The culture has to change first, and only then does the strategy have anywhere to land.

I help legacy B2B technology companies rebuild their brand and digital experiences, their culture, and their marketing operations around AI, so they can compete like the modern company they are trying to become, not manage the slow decline of the one they used to be.

For more than a decade, I have worked inside B2B technology companies, Enterprises (Lumen and Dell) and startups too, translating complicated technical categories into brand and marketing strategy people can actually act on. Along the way, I have led three transformations at once: cultural, business, and technological. At Lumen, that meant helping move an entire organization out of a legacy telco hierarchy and into a flatter, more transparent culture grounded in Dare to Lead, before we ever touched the business strategy underneath it.

That is the work I keep getting pulled back into.

Today at Lumen Technologies, I lead the effort to embed AI into the daily work of a $14 billion marketing organization, not as an experiment on the side, but as the operating model itself. My team built an end-to-end content workflow that pairs people and AI agents to each side's strengths, work that was recognized on the Adobe Summit stage this year. We are also rebuilding Lumen.com into an agentic, AI-enabled experience built for a buying journey where customers and machines are both doing the research.

This is not a new instinct for me. Long before AI was the headline, I was the person translating dense, technical categories into stories a market could understand and a team could rally behind.

I lead as a visionary who builds cultures people do not want to leave. A colleague who recently asked me to mentor them told me flatly that people on my team would go into battle for me. I lead through transparency, not around it, sharing what I can share as soon as I can share it.

The organizations I work best with are not trying to shrink and shrink to survive. They are trying to make a bold bet and go all in on it.

I do not believe in shrinking to survive.

I believe in playing to win.