At Execs In The Know, we have the privilege of walking alongside some of the most dedicated, values-driven leaders in the customer experience (CX) space. We are thrilled to support and recognize one of our community members, Wilfred Busby, the Senior Fellow of Employee Experience for ALSAC, the fundraising and awareness organization for St. Jude Children’s Research Hospital, as he receives a prestigious award that speaks to the heart of who he is as a leader and human being.
On Saturday, September 20, Wilfred will be honored at the St. Jude Spirit of the Dream Gala with the Legacy Award, a distinction that celebrates individuals who embody the spirit of St. Jude’s mission—those who lead with deep care, purpose, and a commitment to others.
And if you know Wilfred, this comes as no surprise.
Wilfred’s leadership journey is rooted in equity, empathy, and empowerment. Whether he’s guiding strategy around customer and donor experience or taking the stage as a keynote speaker at the Customer Response Summit (CRS) to explain how a culture of empowerment and engagement paves the way for operational excellence, Wilfred shows up with intention, humility, and vision.
His servant leadership is a through line in all Wilfred does. His commitment to creating meaningful, human-first experiences isn’t confined to a single department or metric. It radiates across every touchpoint, from the team members he empowers to the families impacted by St. Jude’s mission.
By prioritizing cultures of respect and trust, Wilfred reminds us that the best leaders are those who model the way. When employees feel seen, heard, and supported, their passion and purpose naturally ripple outward, fueling exceptional service, loyalty, and impact.
Leading with Impact
Wilfred’s recognition aligns beautifully with our Leading with Impact initiative, a promise to channel our collective influence beyond the boardroom and into the real world. Every conversation we have with our community reinforces one thing: this work is deeply human. It’s about showing up with purpose and using our time, voices, and platforms to lift others.
Whether it’s championing mental health, shining a light on causes that matter, or celebrating the servant-hearted leadership of changemakers like Wilfred, Leading with Impact is about putting compassion into action.
Wilfred is living proof that when leaders lead with heart, change follows.
A Well-Deserved Honor: The Legacy Award
The Legacy Award is a celebration of a decade of impact and a lifetime of intention. It honors the embodiment of servant leadership, the courage to lead with empathy, and the belief that great experiences start with how we treat one another.
We couldn’t be prouder to see Wilfred receive this recognition. He’s long been a force for good within the Execs In The Know community, and this honor is yet another chapter in his story of purpose-driven leadership.
Wilfred reminds us that great leaders don’t just drive business forward; they also inspire others to do the same. His leadership reflects the very best of our CX community, and we’re excited to recognize this incredible milestone with him.
Wilfred Busby is the Senior Fellow of Employee Experience for ALSAC, the fundraising and awareness organization for St. Jude Children’s Research Hospital, where he is leading efforts to establish an Office of Executive Coaching and Leadership Assimilation. He is an expert in employee experience, having overseen teams working on recruitment, workforce planning, employee relations, and internal communications.
With over 30 years of leadership experience at major companies including FedEx, ServiceMaster, APL Logistics, and Mimeo.com, Busby has deep expertise in executive leadership development, operations management, and organizational strategy. Busby received his Level II Certification in Executive Coaching and Leadership and holds a Bachelor of Science degree in Organizational Management from Crichton College and an Executive MBA from the University of Memphis.
He is a graduate of the Leadership Memphis Executive Program and holds a certification as a Six Sigma Green Belt. He has mentored students through the Memphis Institute for Leadership Education (MILE) program at the University of Memphis. He led the Young Men’s ministry at the Greater Pleasant Hill MB Church, focusing on life skills, job training, and youth development. He also served on the Board of Directors for Green Dot Public Schools of Tennessee and the Board of LeMoyne-Owen College. His vision has shaped talent development and organizational culture at ALSAC and beyond.