Her Story
About Samantha
Samantha Carnovale is a strategic marketer, operations builder, and a perpetual learner who thrives at the intersection of powerful storytelling and flawless execution. Currently serving as a Marketing Strategist while also pursuing her MBA at Villanova University, Samantha specializes in turning audience attention into measurable results- on time, on budget, and with a structured plan in place.
After graduating from American University with a Broadcast Journalism degree, she hit the ground running at a small firm in Bethesda. She quickly mastered the mechanics of the digital marketing landscape- from website optimizing and social media to programmatic media buying and SEO. That gritty. hands-on foundation taught her how to execute; her subsequent strategic roles at The Washington Post and Capital One taught her how to scale, lead and build comprehensive marketing strategies.
Throughout her journey, Samantha has focused on two things: impact and authenticity. She doesn't just design high-level marketing campaigns: she builds the operational systems and guardrails that make them repeatable and successful.
Her Interview
Ten minutes with Samantha
01What do you attribute your success to?
I'd attribute my success to having a very strong support system and people who believe in me. My husband has always been my biggest cheerleader and a driving force in my career. I was lucky enough to be close with my grandmother who was someone who always continued to push me to learn new things. Her own educational journey made me feel like your life can have first, second, third and even fourth acts if you continue to learn new things and reinvent yourself.
02What’s the best career advice you’ve ever received?
Never stop learning. The most impactful thing that anyone's ever said to me at work is 'if you make a mistake, no one is going to make you feel worse about that mistake than you already make yourself feel.' You're your biggest critic, so you have to keep your head up and keep going- It's all what you do to fix your mistakes and learn from them that matters.
03What advice would you give to young women entering your industry?
Being yourself in places and spaces where you might feel uncomfortable has always been really important to me. Continue to be yourself. There is a version of yourself at work that may be less casual and more professional, but ultimately being yourself and making sure that you can live with the decisions that you're making at the end of the day is what really matters most.
04What are the biggest challenges or opportunities in your field right now?
There are a lot of opportunities right now in talent marketing and in marketing in general. I am learning new things every day. The talent landscape is very different than consumer marketing and more emotional, requiring a more genuine connection. The labor market certainly looks different than it did when I joined the team in 2020 and that's dictated a lot of changes in go-to-market strategies. Another opportunity is the responsible use of AI in marketing- we're all navigating that journey right now.
05What values are most important to you in your work and personal life?
Transparency and honesty are definitely tied together and are huge values that I'd hang my hat on both at work and in my personal life. Aside from those core values, being able to put trust in others and being vulnerable in spaces where you might not feel comfortable has really helped me continue to grow as a colleague, friend, wife and mother.
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