Today we’d like to introduce you to Samantha Carroll.
Hi Samantha, so excited to have you with us today. What can you tell us about your story?
My mother used to call me a diplomat; I was always on a path to see all sides of an issue and find common ground. My diplomatic tendencies have paired nicely with my particular intrigue in personal interest stories – stories that unfold, opening up the possibility for a deeper connection to the individual.
As a communications expert, I lead with curiosity. The act of questioning is a strategic practice that guides me as a consultant to understand the hidden challenges and make sense of opportunities that will generate both internal and external understanding.
My professional journey has given me an inside view of what it’s like within the walls of global media brands like NBC and Comedy Central, large-scale federal agencies, internationally renowned universities, and numerous change-making organizations nationwide. When I started my consultancy, Once Upon A Brand, in 2012, I set out to support clients, distilling complex issues into digestible information, so their audiences could engage more effectively and the organizations could impact stakeholder decision-making more efficiently.
This year, I have applied communications expertise to a new venture, Light Her Way. My business partner and I have focused, individually, on efforts that support women’s leadership and social progress throughout our careers, but it is our curation of collective wisdom from within boardrooms and leadership circles that has enabled us to build even more bridges for women to expand their professional opportunities. We have several offerings for leaders, including Board of AdviseHERS, a board readiness program, offering insights, access and community to underrepresented leaders interested in joining boards of directors.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Board of AdviseHERS was built from one conversation, 20+ years in the making. Annette Blum Pearson and I met in college as undergraduate students majoring in Economics at Emory University in Atlanta, GA. Our parallel interests in and advocacy of women’s leadership sparked our partnership to launch Light Her Way.
Light Her Way has had several wins in a relatively short period of time. Our fireside chat series on YouTube has included our conversations with global leaders with experience at companies like Axios HQ, Chico’s FAS, Inc., International Coaching Federation, Cisco, and Wells Fargo. Topics have included how board members should prepare themselves for issues like cybersecurity and process improvement, and we’ve delved into the roles that confidence, preparation, and communication take in a boardroom filled with diverse opinions and varying levels of industry knowledge.
Leaders, with experience at companies like Google, Intuit Mailchimp, Validity, FHI 360, eBay, and more, have graduated from the program, which runs every September, January, and May. Our newest cohort starts May 23, 2025. As we build out more opportunities for participants to engage with board members, we are always looking for new ways to support leaders as they confidently step into roles they are ready to accept.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I can sum up my work in one short sentence – I accelerate the connection between organizations and their stakeholders. Over the years, I’ve built my reputation on my attention to detail, innate curiosity about decision-making practices, and ability to decipher and dissolve bottlenecks that impede understanding.
I can say, confidently, that I am most proud of my resilience. Entrepreneurs face foreseen challenges every day, but they also have to navigate new paths through the unforeseen ones. Is there a new business requirement? How will I anticipate changes in the market? When will I need to consider different growth strategies? Sometimes, we know the answers. Other times, we read an article or hear something on tv that can drastically shift our expectations of how we think we will function in the coming year. You have to be resilient to be an entrepreneur. Personal challenges have tested my resilience, but it is always a present trait and a constant reminder that while I can’t control all aspects of the world around me, I have the tools to adapt and thrive.
Who else deserves credit in your story?
For years, I’ve had thoughts about finding a business partner for some venture that I hadn’t yet crystallized in my head. You really never know what one conversation will activate. It took one LinkedIn message, one Zoom call, and two great minds to build Board of AdviseHERS. We’ve worked around different time zones, operating our distinct consulting practices, and managing our own board involvement and volunteer work to make this effort happen. Annette brings her tech industry background, expansive network, and executive coaching prowess to Board of AdviseHERS. Her ability and ambition to build relationships and foster community is a gift that not only benefits our participants but also allows me the space to think creatively about leveraging the collective wisdom at our fingertips.
Contact Info:
- Website: https://lightherway.my.canva.site
- Instagram: https://www.instagram.com/_lightherway
- LinkedIn: https://www.linkedin.com/company/lightherway
- Other: Application for January 2025 Cohort: https://annette-blum-pearson-coaching-consulting.kit.com/4b44dfd728
Image Credits
Samantha Carroll
Images created on Canva