Our Lead(H)er series features impressive women leaders in the tech industry. In this Q&A, we are featuring Lisa Luscap, Chief Marketing Officer at Pluralsight.
Where did you grow up and how would you describe yourself as a child?
I was born and raised in the 7x7 square miles of San Francisco. Imagine the 80’s and being a latchkey kid where I was either at home doing my homework and watching TV20 or channel 44, or traipsing around the city, roaming from Japantown to Pacific Heights and Fillmore. I had two extremely hardworking parents, my mother was a graphic designer who started her own studio with one of the first available Macs - so we always had technology in the house. My dad was first a mail carrier in the city. He worked his way through law school and eventually started his own practice. I was fortunate enough to have these hippie parents who gave me both the creative and strategic storytelling aspects of who I am, but also an amazing drive and work ethic - nothing came easy. I would describe myself as a child who was always testing boundaries and norms. I remember not wanting to be a Girl Scout but instead joining the Boy Scouts because I didn’t want to learn to sew or sell cookies, but instead, how to use woodworking tools, earn a fishing badge and make cars to race in the boxcar derby.
What did you study in college and what was your first job out of school?
My major in college was Communications with a minor in Asian American Studies at the University of California at Santa Barbara. The most interesting part about that program was that it was a split discipline between Mass Communications and Media and Interpersonal Communications, and both areas have proven to serve me well in my career. My first job out of school was working in a small, boutique marketing agency in San Francisco that serviced a number of technology customers including 3Com and Cisco Systems, which are accounts I would eventually lead.
Can you share the details on your career path and what were the critical moments that got you to where you are today?
I’ve been in technology marketing for more than 20 years, working for companies large and small from Siebel Systems to HP, Juniper Networks, VMware, Dolby and most recently Snowflake. I was part of the team that took Snowflake public, resulting in the largest software IPO in history. I love working on interesting and complex marketing challenges. I am a great storyteller and that has been the hallmark of my success at all of the companies that I’ve had the honor of working for. I’ve been at the center of every major tech transition in the last two decades: from the early days of the internet, defining virtualization and the transition to the cloud, and the disruption from mobile and security. I have been at the center of helping companies find relevance during these times of technological transition, and here we are again today with the emergence of gen AI.
What is your current role and responsibilities?
I am the Chief Marketing Officer at Pluralsight, a BAYCAT Board member, and a mom of two teenage boys. For work, I lead the global marketing team for Pluralsight - overseeing a talented team of marketers driving brand and creative, demand generation, field marketing, paid media & SEO, communications and social, product marketing and marketing operations and digital. We quickly pivoted the team to AI in 2023 to capitalize on the macro trend that will forever change the technology landscape. Our aim is to bring technology skills and knowledge to today’s technology workforce, helping them harness and drive cloud, AI, and security transformation initiatives within their own organizations. I am passionate about my board work with BAYCAT as it gives me a sense of purpose to make a difference in the world and make a meaningful impact in the lives and communities of young people. The goal and mission of BAYCAT is to change the faces and bring more equity to the storytellers who work in front of and behind the camera in media and entertainment. It’s really gratifying for me to create job pathways for youth to help them attain what they aspire to be. As a mother, my aim is to help my sons find passion and purpose so that they can lead fulfilling lives that make a difference.
Looking back, is this where you thought you’d be professionally? Was it always your goal to be in this position?
I have always aspired to have the top job in marketing, so yes, it’s great to finally realize that ambition. I was always a person that wanted to earn my way here. So I took every job in marketing that I could take, hungry to learn by doing. When I arrived in this seat, I wanted to not have feelings of imposter syndrome but know that I had been there, done that, and that I could offer sound advice and experience to bring to the team, the role, and the company.
For people who are looking to be in a similar position, what advice would you give to others in terms of helping them achieve their career goals?
I’d recommend spending the time to learn about all of the areas of marketing that interest you but honing in on your specific super-power. There are a lot of different types of CMOs who specialize and bring different strengths to the team depending on the needs of the business. Some CMOs are transformational, some are operational, some are brand gurus. You need to know where your strengths lie so that you can align that with the stage and size of the company that is the best fit. Demand gen and growth are needed everywhere, so that is a must for any marketer.
What are the most important skills that you need to do your job well?
The most important skill in business is high emotional intelligence. It enables you to build trust and relationships with those at every level of the company. You need to build support across the team to ensure that you can bring out the best ideas and are aware when people need your help removing obstacles or barriers. At this stage and level, the primary component is enabling your teams to be as creative as they can be and move quickly to stay ahead of the competition and ship campaigns to market.
What do you find most interesting/rewarding about your work?
My proudest accomplishment is watching team members grow and shine in their respective areas. Whether they are still at the company or have moved on into a new role, it’s rewarding to see marketers seize their dreams and shine in their own careers.
Are you involved with any professional organizations outside of the company? Volunteer work?
I am on the board of a Bay Area organization called BAYCAT, whose mission is to bring diversity to the entertainment and media industry. The organization serves Bay Area youth from BIPOC communities who aspire to be screenwriters, film makers, producers and cinematographers. BAYCAT creates career pathways for them to get their foot in the door at Disney, Lucas, Netflix, Amazon, Pixar - you name it. For me, it’s so rewarding to see our students land roles at these amazing organizations. I was just talking to an alumni from our program last week, who is now a cinematographer for the SF Giants, a role that growing up he didn’t even imagine. It feels so good to be able to help and influence someone’s journey and aspirations in that way.
Q&A
What do you enjoy doing in your free time?
I love to hike, bike, and do yoga. I spend a lot of time in Lake Tahoe, CA and in Hawaii. I am a creative at heart, and have always embraced painting and ceramics.
How do you manage stress?
I manage stress by walking or exercising. I am very fortunate to live close to nature where trails and beaches are easily accessible. I think best when I am near water.
How many cups of coffee do you have in a day?
I have one cup of coffee every day to start the morning. I wake up at 5am, light incense, and watch the sun rise over the mountains as I quietly drink my coffee from my patio.
Any book or podcast recommendations?
I am currently reading Building What Matters by Arthur Brooks. A book on how to create the life you want, not just career-wise, but studying happiness in your life and creating a fulfilling existence.
What advice do you have for recent college graduates?
Be your best advocate. Figure out your story and narrative so that you can authentically share who you are and what you bring to the table. Adversity is character building and helps to create a story arc, a hero’s journey that is memorable and interesting. So don’t leave those details out, what did you do after the loss, the heartbreak or the failure? How did you pick yourself up and prevail?
