I didn’t set out to become the leader of Western Canada’s largest and oldest cultural festival, Cariwest. But when I saw a glaring gap in how the festival was being marketed, I knew my expertise in business development and marketing could fill that void. I wasn’t looking for a new challenge, but the call to preserve and elevate Caribbean culture through strategic leadership felt personal. It was a responsibility I couldn’t ignore.
My professional journey is driven by the desire to create meaningful change. As a corporate marketing expert, I mastered the intricacies of brand strategy, digital transformation, and audience engagement. Yet none of that prepared me for the challenge of bringing those skills to a community festival. It’s a different kind of marketing when your mission is to preserve and amplify something as vital as Caribbean culture. But that’s where I’ve found the most impact in my work.
Representation in Leadership
As a Black woman leading one of Western Canada’s oldest cultural festivals, I know firsthand that representation is essential. My journey began with a simple realization that our community needed to be seen. Not just in the streets or on social media, but in the rooms where decisions are made. We often talk about representation in business, but it’s just as crucial in cultural spaces. Leadership should reflect the people it serves because when it doesn’t, both business and society lose out.
At Cariwest, I’ve made it my mission to infuse this belief into every decision. It’s in our engagement with sponsors and partners, and in ensuring the festival feels as relevant today as it did when it first began. There needs to be visibility for the Caribbean community, Caribbean businesses, and the impact we’ve made in Canada.
Turning Stagnation Into Opportunity
In business, stagnation is a death sentence. Stagnant markets lose relevance, whether startup or institution. Staying static in fast-paced markets is a costly mistake. At Cariwest, we had to shake things up to redefine the festival’s role in the cultural conversation of Western Canada. We needed to highlight the richness of Caribbean culture and be more visible to younger audiences.
The same principle applies to any endeavour. When your market becomes stagnant, it’s time to pivot. Carve out a new niche, redefine your positioning, and innovate how you communicate. I found that using digital tools more effectively, collaborating with new partners, and tapping into the power of storytelling was the key to revitalizing Cariwest. That shift not only boosted attendance but sparked a renewed excitement for the festival.
Mentorship, Networking, and Community Power
One of the things I didn’t fully appreciate early in my career was the importance of mentorship and networking. As a marketing professional, I spent a lot of time focusing on strategy and execution. But one of the most valuable lessons I’ve learned is that nothing works without the right people.
Networking is essential for businesses of any size, especially for small businesses and community-driven initiatives like Cariwest. The connections you make in the early stages can shape the trajectory of your entire project. Networking doesn’t pay off overnight. Yet, when you build your community of allies and mentors, you create a network that you can lean on during the good and the tough times.
I have formal mentors in my life but still surround myself with wise people who inspire and hold me accountable. These informal mentors have shaped how I approach business development, leadership, and community engagement. They’re the people I turn to when things get tough. Frankly, they’re the reason Cariwest has flourished during my tenure.
Humanising Digital Transformation
As much as technology has transformed how businesses connect with consumers, there’s a fine line between embracing innovation and losing touch with the very people you’re serving. Integrating digital transformation into Cariwest’s strategy has been about balance. AI and virtual reality tools can engage audiences, yet human connection cannot be replaced by a machine.
The festival’s success is about building lasting relationships. People come to Cariwest to feel seen. The digital tools we use should enhance that sense of connection. This means ensuring that technology is used thoughtfully. Whether it’s through creating personalized experiences or ensuring that people feel part of something bigger than themselves.
Adapting Leadership for the Future
Leadership in today’s fast-paced business world requires adaptability. The world is constantly changing, and if you can’t pivot, you risk becoming irrelevant. I’ve learned to embrace this constant change and turn challenges into growth opportunities. If your product or service is truly good, the market will respond. But it might take some time, and a shift in strategy. Surround yourself with people who are invested in your success, then invest in yourself and your team.
Ultimately, leading Cariwest has been one of the most rewarding challenges of my career. As I apply what I’ve learned in the corporate world to a community-driven festival, I’ve been able to amplify the visibility of Caribbean culture and champion the importance of representation in every space. And that, to me, is the essence of leadership.
