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The path to leadership in marketing can be a daunting one for women. Bernie’s guest on this episode is Tricia Sacchetti, VP of Worldwide Marketing for Learning Tree International, a leader in the IT training industry. Tricia shares the story of her journey to a marketing leadership role and provides actionable advice for women looking to have a fulfilling career in marketing including earning leadership roles in their organizations.

Tricia initially started her career in journalism but found that the industry was a hard one to break into. She took her communications background and applied it to marketing instead. She has since worked her way to the head of worldwide marketing in the leading provider of IT training, an industry dominated by male leadership. Tricia is passionate about being a role model for other women on their journey in their marketing careers.

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Mentorship Is Key To Building A Successful Career for Women in Marketing

No matter what industry you are in learning from other leaders’ experience is invaluable. Women especially stand to gain by associating with other women leaders in marketing. When done properly, a mentor can help women navigate career decisions, provide insights into other people’s leadership styles, and help propel them in the right direction. 

 A mentor can help women narrow their focus and niche into an appropriate marketing discipline as experience is gained. Many corporations have mentorship programs, so Tricia recommends check with the HR department before reaching out to individuals directly. There are also programs through LinkedIn and LeanIn.org where women can find join a local LeanIn Circle and build strong relationships with other women. 

How Women Can Gain Visibility Early In Their Career

Visibility is a key component of reaching higher levels of leadership in an organization, but the question is, how should women in marketing make themselves more visible? Tricia recommends finding projects to work on that showcase your skills and your leadership ability. Also, offer to help members of the leadership staff with tasks and projects that they are working on.

Becoming visible requires time and a willingness to put in good hard work, but the return on that time usually pays off. By offering your time and skills, reaching out to other women in the organization, and making yourself available, you are showing your willingness to learn and grow. That drive and need to succeed will get you noticed.

What Does It Mean To Be “Stratactical” As Women In Marketing

Tricia has come up with her own word to describe an affliction that affects many women in the workforce. Women typically have a “do it all myself” mentality but need to learn to delegate tasks and think strategically while executing tactical details. A certain level of hands-on is needed to show that you can do the work, but remember that not every task is tactical, some are administrative.

Women in marketing looking to be effective women leaders in marketing can only get to that pinnacle if they learn how to distinguish career priorities. Tricia warns that the more tasks you take on, the more your organization will put on your plate, but becoming a leader does not mean taking on every task. Think strategically about your career as well as the needs of your organization and execute those tactical moves needed to get you to your goals.

Properly Navigating Workplace Culture Leads To Greater Opportunity

Every organization has a vibe to its company culture that influences behavior and action in the workplace. Aside from linking up with a credible and invested mentor, understanding and navigating the culture in your organization will help women propel forward in their career. Attempt to understand the organization’s culture and model actions and decisions accordingly.

Finding a mentor, understanding workplace culture, making yourself visible, and learning how to be stratactical are the keys to successfully becoming a woman of leadership in marketing. Tricia’s final advice for women in marketing is to be authentic, recognize your value within an organization, and realize when you’re the one holding yourself back. If you don’t have the skills needed for a role, learn them, and be enthusiastic about the drive to learn. Marketing needs women in leadership roles, and the roles are there. Follow Tricia’s advice to help you - and other women in your life - enjoy a fulfilling career in marketing.

Featured on This Episode

• Tricia on Twitter: @piscestls
• Tricia on LinkedIn
• Tricia on Instagram
• Learning Tree International
• LTI on Twitter: @LearningTree
• LTI on LinkedIn
• LTI on Facebook: @LearningTreeIntl
• LTI on YouTube
• Lean In Circles

Outline of This Episode

• [01:18 ] Welcome Tricia Sacchetti, VP of Worldwide Marketing at Learning Tree International (LTI).
• [02:37 ] Learn more about Tricia, LTI, and her role there.
• [04:38 ] Tricia shares more about her journey into marketing.
• [05:49 ] What is the first piece of advice Tricia shares with women in marketing?
• [07:07 ] How should women seek out mentors in their industry?
• [08:55 ] Should women in marketing seek out a niche or stay in a generalist role? 
• [11:34 ] Hear Tricia expand on a pivotal moment in her career and ABM versus ABE.
• [15:05 ] Tricia shares words of wisdom for creating visibility on the path to leadership.
• [17:40 ] What does stratactical mean and how do you use it?
• [20:38 ] Tricia gives advice on navigating the dynamics of culture in the workplace.
• [25:13 ] Bernie begins his summary of the conversation.
• [29:44 ] Hear Tricia’s final addition to the episode.

Resources & People Mentioned