Lisa Crafford

Vice president of relationship management,
BNY Mellon Pershing

Fast Facts

  • Growing up, she wanted to be an ambassador.
  • Beverage of choice is hot tea, and lots of it.
  • Best career advice she’s received: Don’t be afraid to admit you don’t know the answer.

Lisa Crafford gained valuable insights into careers when she worked for nearly three years as a recruiter at Robert Half International. Since 2015, she’s been sharing those insights with clients of BNY Mellon Pershing’s Advisor Solutions. She has conducted 55 client engagements, consulting on issues such as developing a competitive business strategy and doing acquisitions.

Ms. Crafford, who founded PershingNEXT, an MBA-style development program for millennials and Gen Xers, asks probing questions, such as whether someone wants to become a full-time CEO eventually or to advance at the adviser level.

“That dialogue helps determine what their trajectory should be,” she said.

She travels 35 times a year from her Orlando, Fla., home to advance the advisory profession. Her trips include an annual consultation with students at Utah Valley University about interviewing style, salary negotiations and career management.

“Ten years ago, students didn’t graduate from financial planning programs with a career in back-office operations in mind, but for some, their personality and skill sets are well-aligned for a role in operations,” said Ms. Crafford, who launched Pershing’s college student program to help undergraduates navigate the advisory profession. “Working on the operations side of the industry is going to be more interesting and challenging as firms grow bigger and more complex.”

— Juliette Fairley


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