Barbara Yamamoto is a former LAX Chief Experience Officer, Vice President of Business Development for PSM Squared, and an expert in guest experience, employee engagement, communications, and culture. With a successful 33-year tenure with the City of Los Angeles, she spearheaded an award-winning culture change at LAX, resulting in improved satisfaction and worldwide rankings, a wide-scale change management program for employees, and an emphasis on communication, process improvements, training and development, and enhanced customer service. She served as the first Community Relations Director and Ethics Officer for Los Angeles World Airports and an adjunct professor at Loyola Marymount University. With a Bachelor of Arts in Sociology from UCLA and a Master of Arts in Journalism/Public Relations from the University of Southern California, she brought her expertise in public relations and guest experience to all the organizations she served.