How to Embrace Your Purpose

Ashley Grice serves as CEO and Managing Director of BrightHouse Consulting, a Boston Consulting Group company. BrightHouse is a global creative consultancy helping organizations uncover their timeless purpose so they can grow their people, profits, and social impact.

Ashley’s recent client engagements include excavating the purpose of a leading financial institution undergoing transformation in Sydney, Australia; aligning the purpose and strategic agenda of a real estate development company in Greater China; and excavating the purpose, culture change opportunities, and alignment with strategic intent for a travel-focused technology company.

Ashley has expertise in several industries including luxury automotive, hospitality, spirits, and sports retail. Her functional experience includes holistic digital strategy development, execution, and measurement, as well as strategic brand marketing, turnaround, and evaluation of strategic business opportunities.

Before joining the firm and BrightHouse in 2017, Ashley was Chief Client Officer at iris Worldwide and Group Account Director at Meredith Xcelerated Marketing. She previously worked at BrightHouse from 2003 to 2006 as a Senior Strategist.

AREAS OF EXPERTISE

  • Purpose-driven cultural transformations that drive employee engagement
  • Internal communications and external brand platform development
  • Partnership strategy
  • Innovation strategy and ideation
  • Digital strategy and execution

EDUCATION

  • MPH, Emory University, Rollins School of Public Health
  • MBA, Emory University, Goizueta Business School
  • BA, Princeton University

HONORS AND AWARDS

  • Alumni Board of Emory University (current member and 2017-2018 president)
  • Leadership Atlanta, class of 2015

Publications and Videos

How Purpose Can Empower Those in Public Sector

There are two things federal government agency leaders must get right in order to ensure their employees are engaged, motivated, and able to drive progress on the organization’s priorities. If new leaders do both things successfully, they will unleash the power and potential of their workforces.

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Podcast: Harnessing Purpose for Sustainability

Purpose is becoming even more relevant as societies work to recover from the series of crises that occurred in 2020. Boards, employees, customers, and even regulators are all demanding more purposeful businesses and leaders.
How Purpose Can Empower Those in Public Service

How Purpose Can Empower Those in Public Service

New agency leaders who connect the work their people do with the impact it has on citizens’ lives can motivate their employees, drive progress on critical priorities—and boost overall organizational performance.
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Channeling Outrage into Purpose-Driven Action

In this moment of national reckoning, how can business leaders best show their support and advance racial equity in the workplace? By revitalizing their corporate purpose.
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Transforming Beyond the Crisis with Head, Heart, and Hands

In the heat of the pandemic, leaders instinctively made people their priority. As they move forward to transform, how do companies keep employees front and center?
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The Four Traits of Successful Chief Transformation Officers

The odds are stacked against leaders who manage major organizational changes. But those who model the behaviors they seek and are persistent, hypervigilant, and flexible can improve their chances of success.
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Getting Uncomfortable on Purpose

If your discussion of purpose focuses on describing, rather than disrupting, what your company does, it’s probably not adding much value.
Deep Expertise, Broad Experience