Interview with Carissa Newton
Introduction and Background
WIDD: Can you tell us a little about your background and what led you to the career path you’re on today?
Carissa: I am a marketing leader who has built, rebuilt, and grown the strategic marketing efforts for companies of varying sizes.
I’ve been a marketing executive with 25+ years experience in a variety of industries including insurance, financial services, technology, security, and hospitality. My success has been centered on marketing tied to clear strategic communication, new technologies, in-depth market analysis, and innovative marketing strategies. Across my experiences, I have had a blend of B2B, B2C, and eCommerce. Now with a focus on higher education, I am sharing my knowledge with business students.
Key Achievements:
- Part of the leadership team that successfully scaled Cunningham Restaurant Group (CRG) and introduced 8 new restaurant concepts and 24 new restaurant locations. Managed marketing for 20 brand concepts and 45 restaurant locations.
- While at CRG, increased gift card revenue over 35% YOY in the first year of revamping the marketing of the program. Migrated platform technology and introduced the company’s first mobile app.
- Increased new customer acquisition by over 118% and inbound lead volume by over 250% with FNEX.
- Increased lead flow by over 150% and ROI by over 110% at Delivra.
- Marketing efforts contributed to Oak Street’s growth by over 300% year-over-year: Exceeded growth goals.
- Negotiated, introduced, and implemented consolidated marketing systems and technology for
OneAmerica. This included ExactTarget for the Marketing teams and Salesforce.com for marketing and 3,000 nationwide sales agents.
- Part of the leadership team that successfully transitioned acquisition while at OneAmerica and Enova International.
WIDD: What have been some of the biggest challenges you’ve faced in your journey, and how did you navigate them?
Carissa: Marketing is a constantly changing field and keeping up with those changes requires diligence and work. Additionally, Marketing often has to fight for their seat at the executive table. By becoming a measured marketer and one that is focused on tying ALL results to business activity, marketers can avoid this trap and earn credibility across the organisation.
WIDD: Is there a moment or experience in your career that you’re particularly proud of? Why does it stand out to you?
There are a few moments that stand out for me. First, would be seeing my work not only generate results, but also earn accolades across my peers. Second, would be the ability to scale and grow like we did at Cunningham Restaurant Group. That showcased marketing excellence that generates results. And third, in my role as educator, there is nothing more rewarding than to see your students learn and succeed in the discipline you teach.
WIDD: What habits, tools, or strategies have helped you stay focused and motivated in your personal and professional life?
Carissa : I am a big believer in organization and constant learning, these two skills have not only helped me stay focused, but have also contributed to my success. Growing up with military influence didn’t hurt either, the discipline and grit that is instilled in you at an early age stays with you throughout your career. I never once thought I could not accomplish something, because I had a strong belief in myself and what I could do. I was taught this growing up and through my mentor relationships early in my career.
WIDD: What advice would you share with women who are looking to make their mark in their respective fields?
Carissa:
Be a constant learner and stay up on your field.
Look for ways to go above and beyond without being asked to do so.
Always measure your results and use that to guide your business decisions.
Find ways to share your talents with others through volunteerism and mentoring.
WIDD: How have community, mentorship, or collaboration influenced your growth, and how can others tap into these resources?
Carissa: My career began with a powerful mentor/mentee relationship. And from that, it was instilled in me to have some core values of:
Learning
Achieving
Sharing
Giving Back
To this day, I wholeheartedly believe in these values and try to live them with my best self. Community and Collaboration are at the heart of those very same values. That mentor was a big part of who I am today and why I believe in myself the way I do.
WIDD: What’s your favourite quote or mantra that inspires you, and how has it shaped your perspective?
Carissa:
“The future belongs to those who believe in the beauty of their dreams.” — Eleanor Roosevelt