Her Story
About Carissa
I graduated from the University of Wisconsin–Whitewater in 2001 with a Bachelor of Arts in Communications and Advertising. My career began at Kalahari Resorts, where I had the privilege of working with Farlene Nelson, a mentor who played a pivotal role in shaping my path in sales. She took me under her wing early on, teaching me how to navigate both business and relationship‑building, and her guidance set the foundation for the trajectory I’m on today.
I’m proud of the career I’ve built—one driven by a strong motivation to exceed goals, a genuine approach to working with people, and the relationships I’ve cultivated both internally and externally. My greatest achievement has been my career progression itself, grounded in authenticity, trust, and long‑term partnerships. Being genuine with customers and investing in relationships has been the cornerstone of my success.
Her Interview
Ten minutes with Carissa
01What do you attribute your success to?
I attribute my success to a genuine understanding of customers' needs and an authentic, honest approach to every interaction. I believe people don’t just buy from you—they build relationships with you based on trust. This mindset has enabled me to develop strong, lasting partnerships that have supported my success across every role I’ve held. My career progression is rooted in motivation, integrity, and the ability to form meaningful relationships across the organizations I’ve worked with, both internally and externally.
02What’s the best career advice you’ve ever received?
Know your worth and set boundaries. Never doubt yourself and never compare yourself to others.
03What advice would you give to young women entering your industry?
Focus on discovering what truly inspires you, pursue those passions with dedication, and working diligently toward your goals. Lean on mentors and colleagues who can offer guidance, encouragement, and perspective along the way. Never hesitate to ask for help, seeking support is a sign of strength, not weakness. Surround yourself with people who champion your growth, challenge you to develop, and believe in your potential. With the right support system and a commitment to your own aspirations, you can build a path that is both fulfilling and successful.
04What are the biggest challenges or opportunities in your field right now?
One of the most significant challenges in the coffee industry today is navigating market volatility and pricing pressures, which require ongoing adaptability and strategic focus. It has become essential to maintain flexibility in customer conversations acknowledging obstacles while still finding mutually beneficial ways to move forward despite cost fluctuations.
05What values are most important to you in your work and personal life?
Trust, honesty, and a strong work ethic are the values that guide me both personally and professionally. Growing up, I was driven by the motivation to earn my way and stay committed to my goals. That work ethic has stayed with me throughout my career, shaping how I build relationships with customers and colleagues. By showing up with authenticity and integrity, I’ve built trust-based partnerships that reflect what matters most to me in every part of my life.
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