In addition to leading Lincoln Financials web, mobile, and
social media strategies, Blair is also responsible for enterprise
architecture, business architecture, corporate enterprise systems
and portal management, as well as the IT project management
office and quality assurance center initiatives.
Blair has more than 25 years of marketing, technology, and
digital experience, with a focus on strategic business growth,
multi-channel marketing, integration of large-scale business
and technology platforms, and high-value business transformations. Prior to joining Lincoln Financial, Blair was senior vice
president for the Retail Portfolio Marketing group of JPMorgan
Chase & Co. Her previous experience includes leadership roles
with MasterCard International and Mondial Assistance, an
Allianz Group company.
What is the biggest leadership challenge you
face in IT and how are you dealing with it?
BLAIR: Right now, I’d say our biggest challenge involves talent
recruitment and retention. Our leadership team is very focused
on this and we’re piloting new ways to draw talent. We have
created an internship program based on our relationships
with universities. We’re also using a targeted approached to
this issue, creating workgroups and teams among our existing
employees to help them feel more connected to what’s going
on in our business.
Which technologies do you feel are under-used
in the insurance industry today?
BLAIR: At this point, I think data management and data visualization tools are the most under-used tools/technology in the
What steps is Lincoln Financial Group taking
to attract and
IT workers for a
career in insurance IT?
BLAIR: This goes back to our recruitment and retention
efforts. We’ve developed relationships with universities to
help attract talent through internships and we’ve also created
programs to help prepare employees to tackle the challenges
of IT in our business. We’ve created a Leadership Preparation
Program to educate younger workers on various aspects of our
business and our industry—not just IT—so they get a more
holistic picture of what we do and how IT supports and drives
Are you satisfied with the connection between
the business side and IT? If not, what steps are
being taken to improve this?
BLAIR: It’s difficult to be satisfied. I think there’s always something you can do to improve the connection between IT and
your business partners. We’re looking at business engagement
approaches and measuring ourselves and our capabilities. The
significant measurement there is how we’re driving business
value, and then we’ll take that analysis and figure out what we
can do to improve it.
What is your greatest worry when you put your
head on a pillow at night?
BLAIR: Not moving fast enough to deal with the disruption that
mobile technology has on our business—and all business—and
what we’re doing to accommodate and integrate mobile. I question how we’re preparing IT to deal with business technology,
because today’s model is Bring Your Own Device and we have to
change what IT does in a legacy systems environment. ITA
Electronic Chat: Tricia Blair
The Electronic Chat is a regular feature of ITA Pro magazine and ITApro.
org. We send a series of questions to an insurance IT leader looking for
thought-provoking responses on important issues facing the insurance
This issue we chat with Tricia S. Blair, senior vice
president, chief digital officer, and head of enterprise IT
services for Lincoln Financial Group. She is responsible
for the digital strategy, technology, and implementation
for the corporation, its core life insurance, annuities,
retirement plans, and group benefits businesses, and
both the wholesale and retail distribution organizations.