Marisa Lather, widely recognized as @MarketerMarisa, is a data-driven design thinker who specializes in creating aesthetic brand experiences that delight. As Director of Marketing and Communications at Bridge Partners, she leads marketing for the firm, driving brand affinity and demand generation. She is a member of the International Academy of Digital Arts & Science, on the board of the American Marketing Association and Women in Leadership at Lindenwood University, and actively dedicates time to volunteering, balancing her professional achievements with a passion for travel and family experiences.
Recently, in an exclusive interview with CXO Outlook Magazine, Marisa shared her professional trajectory, insights on diversity and inclusion in the marketing landscape, the secret sauce behind her success, future plans, pearls of wisdom, and much more. The following excerpts are taken from the interview.
Hi Marisa. What inspired you to pursue a career in marketing? How did you get your start in this industry?
Honestly, marketing found me rather than the other way around. I started college studying business, which was my parents’ idea, but quickly switched to art history, thinking that was my passion. Eventually, I settled on an English degree because I’ve always loved reading, writing, and creativity. When social media for business started to take off, it felt like the perfect blend of my interests in writing and technology. I wasn’t formally trained in marketing, so I felt a lot of imposter syndrome. Thankfully, I didn’t let that hold me back. That unsure feeling was my internal clue I had more learning to do. My natural curiosity (which continues through today) led me to devour whitepapers, ebooks, and webinars. I started attending conferences and industry association meetings and meeting people. I began sharing what I was learning and testing tactics on my own personal accounts, almost like a sandbox to see if it worked before applying it to my company’s social program. It was then that I started being asked to speak on these new platforms like Instagram and Pinterest that were emerging and introducing these social strategies to business leaders. Blogging was also picking up during this time, as such was influencer marketing. I had an interesting and insightful perspective of both sides of campaigns as both an influencer and program director. This was the perfect recipe for a focus on content marketing. Now, I’m completely hooked on the endless creativity and innovation that marketing offers, and I’m passionate about using it to create exceptional customer experiences.
What do you love the most about your current role?
There are so many things I love about my current role. Marketing is inherently creative but needs to be paired with process and alignment to stay relevant and deliver ROI. I love the challenge of bringing ideas to life. The freedom to be both autonomous and creative is exhilarating, especially when I can analyze a win and figure out how to make it repeatable, analyzing why and how to extract the specific elements of success.
But no matter how much I love marketing, what I love most is being able to do it with a team that is just as passionate as I am. The collaboration, honesty, and support I get from my colleagues at Bridge Partners make every idea better, and there’s tremendous power in that.
What are the three major trends do you foresee in your industry in the next 12 months?
With the rapid advancements in AI, personalization and customer experience are becoming more important than ever. As AI tools become more prevalent, I expect to see a deeper integration of AI-driven insights in marketing strategies, enabling more precise targeting and messaging that resonates on a personal level. AI has the potential to create incredible generations, but it also raises questions about authenticity and what is real. Brands will need to focus on credibility and transparency to maintain consumer trust. I also anticipate an increased emphasis on the legal aspects of marketing. Global privacy and data laws are important to be versed in. And it doesn’t stop there: whether it’s navigating copyright issues with memes, ensuring compliance in influencer marketing, or adapting to new regulations like the potential ban on TikTok, staying legally savvy will be crucial.
What are your thoughts on diversity and inclusion in your field? How important is it to have authentic conversations with leaders, professionals, and changemakers to create more acceptance across the globe?
When I started out, being different in terms of age and gender set me apart from many of my peers, but I saw it as an advantage. Being digitally native allowed me to carve out a unique position in the industry. I’m really pleased to see how social media has given people a platform to educate and inspire on a wide range of topics. It’s not that there are suddenly more people with great ideas, but rather that social media has democratized the ability to connect with an audience and share those ideas. Diversity and inclusion are critical because they bring in different perspectives, which I’ve seen time and again make a project richer and more successful. It’s impossible for one person to consider every angle of a campaign, so the more varied the input, the more creative and effective the solution will be. Not making a concerted effort to be inclusive is like slamming the door on your own success.
You were recognized as a Rising Star in Marketing for 2023, a Top Voice in Marketing & Advertising in 2022, and named as a Top Missouri Leader in 2023. Our readers would love to know the secret sauce behind your success.
Wow, thank you! I think the secret sauce behind my success comes down to being forward-facing, leaning into my genuine curiosity, and embracing the idea that my creativity and what I can give back to the world is limitless. By believing in infinite creative potential, and knowing I’m agile and resilient, I don’t let fear hold me back from pursuing ideas. In the beginning, there was probably a bit of blind ambition, but that drive pushed me forward. Beyond what comes naturally, I’m deeply committed to my responsibilities and to delivering quality in everything I do. I work until the job’s done, and I make time for daily habits of success. One example is taking time to contribute my perspectives and learnings through LinkedIn posts because I care deeply about connecting with my community and prioritizing my goals and the actions needed to achieve them. I got where I am from others and find joy in giving that back. I also recognize that I can’t do it alone—nor would I want to. The more I can bring others along with me, the more we all succeed together. When we lift each other up, the sails rise for all of us.
Is there a particular person you are grateful for who helped get you to where you are?
There are several people I’m deeply grateful for who have helped me get to where I am today; my professional successes have been in the hands of people who have given me a chance. I’ve been lucky enough to have several incredible bosses who I’ve learned many important lessons from, which continue to this day at Bridge Partners, a company proudly representing 60% women in leadership roles. I’m surrounded by an incredible network of friends and colleagues where we collectively celebrate and empower each other, and I’m so thankful for their influence and support. But the real fuel behind my success boils down to the balance of professional support and personal championing from those who know me best, my family. My husband, Adam Lowery, in particular, has supported me from the very beginning, providing everything from a home-cooked meal on a late-night assignment to a thoughtful ear when I need to talk (or vent!) through a challenge. This kind of foundation enables confidence, wellness, and mindfulness which is critical for any person to deliver impact and is a true privilege to experience.
What does the term “authentic leadership” mean to you?
To me, authentic leadership means being vulnerable, transparent, and honest. It’s about showing up as genuinely as possible while recognizing that I have responsibilities to my peers and the need to convey authority in my domain. I might not always be able to be 100% of my authentic self every single day because leadership requires a balance between being true to who you are and meeting the expectations of your role. But at the core, it’s about leading with integrity, being real with people, and fostering an environment where others feel comfortable doing the same.
What are some of your passions outside of work? What do you like to do in your time off?
Traveling is my absolute favorite thing to do. I find that experiencing different cultures and places makes me feel more creative and open-minded, which is essential for motivation and innovation. I’m also passionate about digital literacy, especially in today’s world where understanding how our data is used and the influence of AI is so important. I love creating and experiencing art, and spending time in nature—whether it’s hiking or gardening—and I’m an animal lover at heart. Giving back to my community is also something I hold dear, and it’s even more meaningful now that I can share these experiences with my daughter.
What is your biggest goal? Where do you see yourself in 5 years from now?
Ah, the scariest question of all! 😊 I know for sure I’ll still be practicing marketing. I love my job at Bridge Partners and find endless energy from being able to help people connect their ideas, products, and services with the right audience. I’m fascinated by the digital landscape and the rapid change, so if the past 15 years have taught me anything, it’s to keep an open mind and ride the wave. I find myself saying this more and more these days: what a time to be alive!
What advice would you give to somebody who is considering entering the field of marketing or has just entered the field?
My advice for anyone entering the field of marketing is simple: never stop learning. The marketing landscape is always evolving, and staying curious is key to keeping up. Share what you learn with others—whether it’s through writing, speaking, or mentoring—and find ways to apply that knowledge in real-world scenarios. Practical experience is invaluable, and the more you experiment, the more you’ll grow. Marketing is a field where continuous learning and adaptation are essential, so embrace that journey and stay passionate about your craft.