Dwane Lay
CXOGBS Worldwide
Dwane Lay is the Chief Experience Officer for GBS Worldwide, a global marketing firm, overseeing customer-facing projects, data analytics, and AI operations. With over twenty years of HR, technology, and leadership experience, Dwane is a leading resource in applying Lean methodologies and cutting-edge technology to transform HR processes. His specialties include HR software implementation, streamlining operations with Lean tools, and enhancing business outcomes through data analytics. Dwane is also spearheading innovation in Employer Branding with the launch of GBSGPT, a groundbreaking AI tool specifically designed for the EB function.
He is the author of Lean HR and has been a featured keynote speaker and emcee at global events. Dwane holds an MBA from Lindenwood University and is a certified Six Sigma Black Belt. He is a professor of business at Maryville University and serves on advisory boards for non-profit organizations. Originally from St. Louis, he is the legal property of his wife, Crystal Miller Lay, CEO of GBS Worldwide. They divide their time between St. Louis and Dallas with their ever-expanding blended family.
10:30 a.m. —
10:00 a.m.–12:00 p.m. PT —
Most employer brand strategies get lost in the noise. This workshop reframes execution through the GBS Frameworks Ecosystem, showing how four proprietary models connect to deliver measurable outcomes.
In this interactrive workshop, we’ll explore how the Brand × System (BxS)™ reduces decision noise through clearer signals, how EBx™ ties brand experience directly to revenue, how the Decision Engine™ powers fairer, faster talent choices, and how the Employer Brand Engine™ operationalizes EVP into scalable hiring behaviors. Using award-winning client examples, participants will see how these four frameworks work together to move from surface-level branding to a structured, psychology-backed execution program that drives results.