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Samantha Carroll Empowers Women Leaders Globally Through Light Her Way
October 23, 2025
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Please share a brief introduction and your business:
Samantha Carroll is Co-Founder of Light Her Way, a global leadership development community, that advises executives and companies on ways to unlock innovation and develop future-readiness. It also partners with organizations focused on advancing women’s roles in the workplace and impact in the boardroom. Through curated events, peer connection, and expert insight, it supports professional growth at scale. Samantha is also the CEO & Principal Consultant of Once Upon A Brand, a Public Relations Society of America (PRSA) award-winning communications consultancy. When she’s not advising clients on on strategy and practice, she advises C-suite and board directors on brand strategy and growth. She has contributed insights to various audiences, including the Nasdaq Entrepreneurial Center, Georgetown University McDonough School of Business, Emory University Advancement and Alumni Engagement, CHIEF, Bloomberg BusinessWeek, Catalant, and The Hot Mommas Project at George Washington University.
Did you always know you wanted to be an entrepreneur?
Yes!
What accomplishments are you the most proud of to date in your business?
The response we've gotten from women around the nation (and also Canada, India, South America, Europe, and Africa!) has been truly profound. Being able to cut through the noise and develop space for conversation that adds value and contributes to the way that executives are able to frame themselves, advocate, and initiate actions is a gift.
What is one thing you wish you had known when you started your Entreprenista journey?
I wish I knew more about scaling communities.
When hiring, what is your go-to interview question?
Why do you want to work with Light Her Way? What's your superpower?
What did you go before starting your own business?
I began my career in the entertainment industry at Comedy Central as a Production Assistant before earning my MBA at Georgetown University McDonough School of Business. Upon graduation, I worked for the global consulting firm, Booz Allen Hamilton, advising large-scale federal agencies on strategic communications and change management initiatives. In 2012, I started Once Upon A Brand, a consultancy focused on supporting healthcare, education, technology, and social impact sectors. After 12 years, I teamed up with Annette Blum Pearson to launch Light Her Way, marrying her communications prowess with executive coaching to illuminate pathways to leadership.
What made you take the leap to start your own business?
I've been an entrepreneur for 13 years with Once Upon A Brand, but I decided to start Light Her Way to address a personal mission after feeling that the board candidacy process lacked transparency and the market of exceptional women leaders deserved a community that not only supported this journey, but really illuminated pathways to the kinds of leadership roles that would ultimately support ambition without sacrificing personal fulfillment.
Do you have any recent wins?
We are co-hosting an event at San Francisco Tech Week!
What's one app on your phone that you cannot live without?
LinkedIn is the platform we use the most
Who are your customers?
Professional women planning for advancement and corporations focused on addressing future-ready workforces.
What's your top productivity tip?
Divide and conquer! Block your calendar with time to get the work done. Catalyze growth with brand champions!
What's your favorite business tool?
Zoom - we couldn't be as effective as partners without having virtual options to conduct events and meetings.
What's your approach to work-life balance?
I used to strive for a balanced life - I now realize there's no real schedule that allows a working mom to compartmentalize work and life in a nice, even package. Work-life integration for me (as a 2x founder and 4x mom) means activating a support network, delegating with purpose, focusing on what fills my cup, and reminding myself of the value of being present.
How do you avoid burn-out?
Making space to connect with others, understand that we are not unique in our challenges, and diversify our work to make it energizing.
What advice do you have for aspiring Entreprenistas?
Know your market, do your homework, lean in to the expertise of others, and trust your gut!
About the Author
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