Cassandra Ericson

Introduce yourself to our audience. Tell us who you are and what you are currently focused on.

I’m Cassandra Ericson, a marketing leader with a passion for storytelling, hospitality, and building brands that bring people together. I’ve spent my career in the beverage alcohol industry, leading on-premise marketing, advocacy, and trade engagement for globally recognized spirits brands. I started my journey in hospitality, where I learned the art of genuine connection — something that still fuels my work every day. Right now, I’m focused on expanding my impact by exploring new opportunities that blend creativity, commercial strategy, and culture. I’m also continuing my education through the WSET Spirits program and connecting with other women leaders who are reshaping what success looks like in this industry.

Tell us about your favorite Ellevate Network memory or success story. Why are you a member?

As a new member, what has already stood out to me about Ellevate is the genuine support and shared purpose among women from such diverse industries. I joined because I believe in the power of connection — especially among women who are driven by both passion and purpose. Ellevate feels like a space where we can learn from each other’s pivots, challenges, and successes. I’m here to share my experience, expand my network, and hopefully inspire others navigating transitions of their own.

How would you define your professional mission?

My mission is to create meaningful connections — between brands and people, ideas and action, and women and opportunity. Whether I’m developing a national marketing strategy or mentoring a colleague, I aim to build spaces where creativity and inclusivity thrive side by side.

What qualities does it take for someone to be successful in your line of work?

Curiosity, adaptability, and emotional intelligence. The beverage alcohol and hospitality worlds evolve constantly, and the people who succeed are the ones who stay curious, build authentic relationships, and stay grounded in both creativity and data-driven strategy.

What is one of your most memorable career accomplishments?

I had the chance to speak on a panel for Women of the Vine & Spirits, discussing inclusive marketing in relation to my work across various Trade Marketing Campaigns.

What are some career challenges on your radar?

Like many leaders in transition, I’m focused on finding the right next step! What's right for me next is a role that aligns passion with purpose and long-term growth. The challenge (and the opportunity) is translating deep on-premise expertise into broader commercial and innovation roles, while continuing to evolve as a leader in a rapidly changing industry and changing consumer sentiment around Beverage Alcohol.

What project have you worked on that you’re most proud of? Why?

One of my proudest projects was leading a national on-premise program that made the hospitality industry a more inclusive place. I celebrated bartenders as cultural storytellers rather than the help. It wasn’t just about selling cocktails, it was about shining a light on the people behind the bar and elevating the craft through education, mentorship, and inclusion. Seeing how that program inspired community and opportunity for others was incredibly rewarding.

We’d love to hear more about your career path. What led you to where you are today?

My career began in my family's restaurant, then behind the bar, where I fell in love with the blend of creativity, hospitality, and storytelling that defines the drinks industry. That experience shaped my understanding of consumer connection and brand culture. Over time, I transitioned into marketing, where I could use that same creative lens to drive strategy and build advocacy for global spirits brands. It’s been a journey rooted in people and the occasions they celebrate; from bartenders and brand teams to consumers and culture-makers.

What is the most rewarding part of your job?

The most rewarding part of my work has always been seeing people and ideas come to life, as well as giving back to the industry where I cut my teeth. Whether it’s watching a bartender step into the global spotlight through a mentorship program or seeing a creative concept translate into a real consumer experience, I love witnessing that moment of connection and pride. I also find deep fulfillment in mentoring women who are building their own paths in the beverage and hospitality industries... Helping them find confidence in their voice and value is what keeps me inspired.

What legacy do you hope to leave through your work?

I hope to leave a legacy of connection, creativity, and empowerment. I want to be remembered as someone who opened doors for others in an industry that hasn’t always made space for diverse voices. Through my work in building brand love and advocacy, I strive to show that marketing can be both strategic and deeply human, rooted in storytelling and community. If I can inspire even a few people to lead with empathy, take bold risks, and lift others as they rise, that would be the legacy I’m proud to leave behind.

What is it about your job that makes you feel it’s the right fit for you?

My current role has truly been a dream job! Combining my love for hospitality, brand building, and storytelling into one. Working in the on-premise channel for the past eight years has given me a deep understanding of how brands come to life through experiences and human connection. It’s been an incredible journey, but now I’m ready for new challenges that stretch my skills in different ways. Whether that’s exploring innovation, global brand strategy, or other CPG categories. I’m excited to take everything I’ve learned and apply it to the next chapter of my career.

Who are your role models?

My biggest role model is my Grandma Anna Stevenson. She was an entrepreneur long before it was common for women to run their own businesses, and she did it with equal parts grit and grace. She taught me that success isn’t just about hard work, it’s about leading with heart, treating people in need with kindness, and never being afraid to take risks. Her determination and warmth continue to inspire how I show up as a leader and as a person. Her biscuits and gravy recipe is also a prized possession!

What is your morning ritual?

Mornings are when I have the most creative energy and grind out emails and tasks. I prioritize the day's tasks and see where I can make the most impact first. The rest of the day feels like a downhill slope after a couple "power hours" first thing while the house is still quiet.

What is your favorite social media site? Why?

LinkedIn has become my favorite platform as someone on the job hunt. It’s evolved into a space for real conversations about leadership, creativity, and career transitions. I love how it allows women to share their stories authentically and to connect through shared experiences and support. I do enjoy a end of day scroll on TikTok too!

What would you say your personal superpower is?

Organization. As a Virgo, I genuinely love turning chaos into clarity — taking complex projects and breaking them down into simple, manageable steps. Whether it’s planning a national marketing campaign or organizing an event for my daughter's school, I find calm in structure. Give me a good spreadsheet, a color-coded calendar, or a checklist, and I’m in my element.

What does success look like to you?

Success means having a sustainable impact with integrity. We all have performance goals, but we can choose how we go about it that is ethical and long-lasting. It’s about using your voice and skills to make a difference while staying true to who you are. It’s also about continually growing and challenging myself.

Is work-life balance a problem for you? What is one no-fail tactic you use to create balance?

Balance is always a work in progress, especially in creative industries that move quickly. My no-fail tactic is boundaries with purpose. I protect time on my calendar for rest, deep-thinking projects, catch-up conversations, and creativity outside of work because that’s what keeps me inspired in work. I’ve learned that true balance isn’t about doing less; it’s about being intentional with what truly matters.

What advice would you offer future leading ladies wishing to break into your industry?

Start by building your community! Relationships are everything in this industry. Be curious, be kind, and show up authentically. Learn the craft, but also the culture. And don’t be afraid to take up space; your unique voice and perspective are what the industry needs most.

What is the best career advice you ever received?

“Don’t wait for permission to lead.” That advice changed everything for me. Leadership isn’t about a title, it’s about taking initiative, creating opportunities for others, and standing firm in your values, no matter your role or stage of career. Also - mentorship can and should go both ways. If your mentor is not open to feedback, look beyond them for career support.

What is one piece of advice you’d offer working moms?

Give yourself grace. You’re modeling resilience and purpose in real time and that’s so so powerful. There’s no perfect balance, but there are meaningful moments that make it all worth it. Prioritize presence over perfection, and know that your career and family can both thrive in different ways at different times.