Linda Barnes is the Chief Marketing Officer of Sourcing Industry Group (SIG), the world’s premier membership association representing Fortune 500 and Global 1000 companies in sourcing, procurement, and supply chain. In her role, Linda is responsible for driving unified commercial strategy, advancing digital transformation, and maximizing member value and retention across SIG’s full portfolio – including SIG University, the Global Executive Summit, and the Future of Sourcing publication.
Linda is a seasoned executive and strategic growth leader with over two decades of experience building and scaling marketing, sales, and revenue functions across B2B, SaaS, and large global enterprise organizations. Throughout her career she has led marketing, sales, and growth for multiple organizations – serving as a trusted advisor to CEOs and boards and specializing in go-to-market strategy, predictive analytics, and operational excellence across the media, technology, healthcare, and retail sectors.
Linda is deeply committed to the role of AI and emerging technology in modern marketing, holding advanced certifications in Generative AI in Marketing and AI for Organizational Leaders. She brings this forward-thinking lens to everything SIG does from how the organization reaches and engages its members to how it delivers and communicates value at scale.
Linda holds a Bachelor of Science in Psychology with a minor in Communications from the University of Calgary.
Outside of work, Linda is the proud mother of two, John and Madalyn, and is devoted to her family alongside her husband John. She is actively involved with organizations championing the arts, animal welfare, and women in STEM – causes she brings the same energy and commitment to as she does her work at SIG.