Women of Spiro: Carley Faircloth
What lessons can we take from savvy women leaders making strides in the events & experiences industry? Spiro’s global chief marketing officer dishes insights - including how to navigate leadership role challenges, the importance for marketers to understand the sales process, and how context is crucial.
Supporting women leaders is important to Spiro and the events and experiences industry. Only 28% of women in US leadership roles hold a C-suite position, making it even more important to elevate their voices and glean insights from their experiences and expertise.
As part of the Women of Spiro series, Spiro sat down with Carley to glean takeaways from her more than 25 years of experience with top global brands. With a belief that brand experience is the alchemy between art and meaning, Carley applies her expertise to evolve the Spiro brand for our clients - yielding a Gold Hermes award, Campaign’s Start Up Agency of the Year ME, shortlisted as Global Agency of the Year, and The Drum Awards for Agency Business: Thought Leader.
Check out what Spiro learned in its recent Q&A:
Q> What is the most difficult part of being a woman in a leadership role?
Carley> Well, being in a leadership role is tough, period. But I would say the most difficult aspect as a woman, is constantly managing the “you” that people interpret personally in a professional setting.
Who I am when working doesn’t encapsulate who I am in my personal life - as those are very different contexts. But all business is very personal nowadays, and women are still tasked with bending to that more. A woman’s leadership style is seen differently to men simply because you are a woman, even if all other elements are relatively identical.
And women can unintentionally be the most unforgiving towards each other while unaware of the unconscious grace automatically offered to male counterparts. It’s the whole aggressive vs. assertive, tonality, emotionality, reaction - all the things. So, it’s definitely tricky!
Q> What is your superpower?
Carley> Well, I think almost any behaviour can be a superpower in the correct context, right? But in the wrong context, those same abilities can be dramatically unhelpful. I’ve experienced both outcomes, so I suppose the real power is in understanding what to apply when. I’ll let you know if I ever figure it all out!
In any context, I do process information quickly - which enables me to be hyper-decisive. And I don’t vacillate often. I weigh the information, decide, and move on. That’s not to say I’m never wrong, but I just correct quickly and keep it moving.
The indirect result of that speed means my team moves rapidly, having learned to be agile and adaptable. I see inaction, due to lack of decision making or relentless over-discussions, akin to digging your own potholes at the same time as you’re paving the road forward. I just can’t do it. I can’t! [laughs]
Q> What award win has meant the most to you?
Carley> We’ve been acknowledged in really exciting ways since we launched Spiro. And naturally the team and brand awards are incredibly gratifying, because they acknowledge the hard work of our very passionate people.
But to me personally? I feel proudest when someone on my team or someone I’ve worked with in my career path tells me I’ve helped them, challenged or empowered them, or taught them something they felt made them stronger or enabled their success.
That personal impact means the world to me, as guidance and generosity from others has helped me through my career as well.
Q> What is your personal brand and how has it evolved?
Carley> That’s a great question. This industry, 15-20 years ago in New York City, was a different beast. You really had to have a uniform made of armour. And matching stilettos. It was tough to be a woman in that context!
I was definitely a caricature of that persona at that time. You had to have a certain toughness, which can be uncomfortable and ultimately difficult to shed.
But I like to think my brand is evergreen. I’m constantly learning and evolving as a person. So, I’m still all the things I’ve been, but today I would say I lean toward a more proportionate perspective on priorities and what we need to achieve, mixed with humour in how we go about it - and certainly far more comfortable shoes.
Q> What advice do you have for other female professionals?
Carley> I’m a big advocate for finding your own voice, being really competent in what it is that you do, and finding ways to agree or disagree and commit. Forward progress on all fronts!
Q> What will be the biggest hurdle for the next generation of marketers? Any advice to share on overcoming it?
Carley> I think the biggest hurdle for any marketer, regardless of generation, is a lack of practical understanding or involvement in your sales process, and the human psyche of it all.
If you’re a marketer, and you haven’t worked 20 versions of a creds narrative, or crafted and delivered a creative RFP response to a room full of disinterested clients, won them over (or lost and critically debriefed to learn why), I encourage you to ask your sales counterparts for that opportunity. That perspective bridges the gap between sales & marketing by miles.
Q> What are you most proud of in your life?
Carley> I’m most proud of the relationship I have with my stepchildren and our family dynamic.
I came to parenting later in life and feel so grateful to have my partner and his children as my cheerleaders, my support, and a family unit I didn’t think I could actually have.
Q> What’s your favourite podcast or publication that you follow?
Carley> A girlfriend of mine co-hosts a podcast in the UK called “Women are Mad.” They interview prominent female journalists and business notables on the realities of being a women - the annoyances, the comedy, the emotions, the honesty, and how they cope with the irony and emotion that comes with it all.
It’s brilliant. It’s a great escape for me, after a long all day.
Q> What is your next big goal, personally or professionally?
Carley> We were just discussing this at a leadership meeting. I was sharing that due to the pandemic and the isolated ways we conduct business, I’ve become quite the work-from-home hermit, with a bit of social anxiety.
My goal is to get back out there! I’m moderating a panel at SXSW this year and I’m already having attacks of anxiety!
Q> What women have inspired and uplifted you throughout your career? Any lessons learned to share?
Carley> I always reference a female executive I used to work for, who is now a very close friend and mentor (she knows who she is), as someone who has inspired and guided me throughout my career.
She is the unicorn leader that knew how to amplify my skills and approach for maximum benefit in a climate that was uncomfortable seeing women in a strong way.
I’m very grateful for her. It was the exact opposite of when I was just starting out after college graduation, and an (older, grey-haired male) executive told me I was “just too blonde” to ever be taken seriously or have a seat “at a C-level table.” That was an equally formative experience, but a story for another time!
