Allison Gapter is an authentic, approachable, and naturally curious leader, teacher, and life coach, passionate about inspiring people to try new things and innovate to achieve their goals. Early in her career, Gapter served as an advertising and marketing manager at Extron Electronics. From there, she went on to Comstor, before eventually rising to VP of global partner marketing at SAP, her most recent position before joining Lightning Estimates. Gapter graduated from the University of Colorado with an MBA in Marketing and from James Madison University with an undergraduate degree in communications.
Recently, in an exclusive interview with CXO Outlook Magazine, Allison shared her professional trajectory, insights on diversity and inclusion, the secret mantra behind her success, personal hobbies and interests, future plans, pearls of wisdom, and much more. The following excerpts are taken from the interview.
Hi Allison. What inspired you to pursue a career in marketing? How did you get your start in this industry?
I began my career as a graphic designer working for a fast-growing company. It was an all hands on deck type of situation so I was able to dip my toe into advertising, events, channel marketing (to our dealers) and even some PR. When the opportunity presented itself to move up in the organization I went for it and within a couple of years was leading the marketing organization under our VP of Sales/Marketing.
What do you love the most about your current role?
Growing a business from the ground up. I am rolling up my sleeves and taking part in every aspect of marketing Lightning Estimates. After being with a large corporation for many years it’s refreshing not to be limited to a single swim lane.
How do you approach the ever-changing landscape of digital marketing and emerging technologies such as AI?
With caution. AI is embedded into many of the tools we use at Lightning Estimates, but I find (at least for now) that they are not wholly accurate. AI tools help me with target accounting, but I really have to look at the organizations the AI tools identify. I would say in that respect they are about 70/30 in terms of accuracy.
What metrics do you measure to gauge the effectiveness of your marketing investments?
As we’re just starting out, I’m thrilled to see strong open rates and click-thrus on our campaigns and promoted content. However, conversion into being a subscriber is the ultimate goal.
What are your thoughts on gender equality and inclusion? Do you think there is a gender bias in your industry?
I’ve only been in the mortgage industry for about 6 months, however I do see a disparity when it comes to gender in the c-suite. I’ve only worked with one female leader, although not at the c-level, at a banking conglomerate.
You were recently recognized as one of the Top 50 Women Leaders of Wyoming for 2024. Our readers would love to know the secret mantra behind your success.
I think my greatest asset is in forming and nurturing relationships. As a life coach I use the skills I’ve acquired through that training to help me understand where people are, what they’re looking to accomplish and how I might play into that.
Is there a particular person you are grateful for who helped get you to where you are?
Yes! My first boss out of college, Diane Pereira, became a fast friend and mentor to me as I was beginning my career. We have worked together now off and on since then at two other companies, and are teaming up again on Lightning Estimates.
What does the term “authentic leadership” mean to you?
Say what you mean and mean what you say. Sounds kind of corny, but it’s the truth. Authenticity is a key ingredient to building trust, which is so important when it comes to building a team.
What are some of your passions outside of work? What do you like to do in your time off?
I’m an avid pickleball player – looking forward to my first national tournament in November. I also enjoy watersports, golf, and when the weather is bad I try to spend time in my pottery studio.
What is your biggest goal? Where do you see yourself in 5 years from now?
My “biggest” goal is building Lightning Estimates into a thriving business, with brand recognition in the mortgage industry, and a reputation as the best loan estimation tool available.
What advice would you give to somebody who is considering entering the field of marketing or has just entered the field?
If you have the opportunity to try new things, do it! I was fortunate to have that opportunity early on and it paid huge dividends. Even in the last 10 years I’ve taken on new roles where I didn’t have a great deal of experience and learning new things kept me engaged. Also – and this goes for any type of job – network! Your network will be instrumental in making career changes.