Leading with both IQ and EQ: Interview with Carrie Lepage

With over twenty years of technology marketing experience, Carrie Lepage, Vice President of Marketing at Geotab, leads international marketers in corporate communications, regional go-to-market strategy, brand development and cross-channel marketing. She is a results-driven, strategic leader focused on increasing Geotab’s market position through profitability and sustainability.

In 2013, Carrie co-founded a marketing consultancy and advertising firm, Isabel Avery. The agency was female-run with an 80% female workforce including a talent pool of moms who wanted to work part-time. By delivering niche skillsets in flexible capacities, the agency worked with some of the biggest technology brands in the world! In 2021, Carrie was recognized as a top woman in B2B marketing. To follow her leadership journey, visit her LinkedIn page.

To commemorate Women’s History Month, we met with Carrie Lepage to learn more about her leadership journey, discuss the inspiration behind her work and find out the skills needed to lead an organization.

How did you reach your level of leadership success?

Initiative and creativity move the world! Never stand still. Do more than is expected of you and don’t wait for opportunities. Showing your thought process and recommended approaches is sometimes as important as the outcome. Creative problem solving helps leadership make effective and timely decisions. Understand what motivates your stakeholders and customers to reach a successful outcome. Be open to new career paths even if it was not exactly what you had mapped out. I worked at agencies as well as had various corporate roles in brand, communications and channel marketing to round out my experience. Learn all parts of the marketing mix. Every experience is a learning opportunity. 

What is something you wish you had known earlier in your career?

The importance of embracing gender differences and the unique contributions of both men and women. While the general intelligence quotient (IQ) is fairly equal, females have the upper hand when it comes to emotional intelligence (EQ). Females tend to be more self-aware and understand how people see them. This helps spot gaps between where they want to be and where they actually are today. EQ also helps manage relationships and understand social cues in the workplace. I’ve been lucky that I’ve had great male leaders and mentors, but I’ve observed women who haven’t had the same support. My advice is to take a deep breath when you're met with challenges. Making rash decisions, or reacting too quickly, can undermine your long-term goals, even if you have the best intentions.

How do you balance your career, personal life and passions?

Honestly, it’s hard to find a balance between being a mom and juggling a career. The best advice I can give is to let go of the guilt. What you can do is prioritize and focus on what’s important — your daughter’s dance class or an important meeting. Sometimes it’s a day-to-day decision. I lean on the expertise of my team and I am not afraid of asking for help. Whether it be your career, personal life or passion, stay fully committed and present at the moment. Busy isn’t necessarily better — work smarter. I'm always looking for ways to be more productive with the time that I have. 

What inspires you and why?

Kindness. A motto I live by and was taught in my early life is: “Be nice to everyone. It doesn’t cost you anything to be kind. No one will remember what you told them, but they will remember how you made them feel.” By leading with empathy, I am able to create strong relationships with my co-workers, customers and stakeholders. It all comes down to having a sense of respect for others, family, friends, community and yourself. I instill these values in my employees and my own kids.

How can women develop their leadership skills? 

Mentors are a must in building your career. Personally, it’s been important for me to find women mentors, but my biggest advocates and personal champions have also included male mentors. As mentioned earlier, females tend to have the opportunity to lead with both IQ and EQ to win hearts and minds. When you listen more than you speak, you can connect the dots and bring a team together. Giving others a chance to think for themselves helps build critical thinking skills and brings new different perspectives to the table. This will help form a general consensus and choose the best option moving forward. 

Any advice for the next generation of women leaders?

First and foremost, you must be willing to put the work in! Good things come to those who earn it and work hard. You don’t need to have all the answers. Ask questions, speak with experts and come back with a solution. Stay humble and be willing to learn from every experience. Take responsibility for mistakes and change for the better. Another piece of advice is to focus on elevating others, finding ways for them to shine and tap into their potential. Everything comes back to kindness, which can be used as a strength, not a weakness.

Did you know that Geotab is hiring? Check out our open positions on our Careers site. 

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