The Five Things You Need to Succeed as a

The Five Things You Need to Succeed as a Senior Executive The Five Things You Need to Succeed as a Senior Executive Women of the C-suite: Veronica V. Sopher of the Texas Schools Public Relations Association on

by Candice Georgiadis Originally published on April 25, 2021, in Authority Magazine

Thank you so much for joining us in this interview series! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this career path? In high school, I tapped into my natural skill as a storyteller and thought law school would be my path. When I got to college, I found my tribe in the journalism department, and before I knew it, I was accepting internships in the public relations space. I felt like I had found my purpose.

While I did enjoy journalism and had a passion for the legal system, public relations kept calling me and I knew that I could use my skills as a storyteller to craft messages. Once I graduated I did a stint in hospitality, finance and public health care. I learned and grew from each experience and landed in the education space. As a firm believer that education is the great equalizer, I found great joy and fulfillment in working in this space. I have loved every minute of the last 18 years in education.

Can you share the most interesting story that happened to you since you began leading your company?

As a government public servant, so much of our work is public record and transparency is key to maintaining trust with stakeholders. One of the most interesting things that happened in my career was the discovery of 95 unmarked graves at the construction site of one of our schools. It was determined that the graves held the remains of 95 Black victims of the state-sanctioned convict leasing system, which was in effect following the abolishment of slavery. The discovery became known as the Sugar Land 95 and has proven to be one of the most profound projects I have ever been a part of. Because of the discovery, we know more about the harsh conditions in which these prisoners lived and how they died. Our team helped update laws in our state that made convict leasing a part of the state’s revised curriculum.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

One of the funniest mistakes I’ve made, although it wasn’t funny at the time, was when I had a public notice placed in the local newspaper that indicated the proposed tax rate was going to be increased significantly more than

The Five Things You Need to Succeed as a Senior Executive intended. One decimal place makes a huge difference when it comes to property taxes. After many tears and apologies, I reran the public notice with the corrected proposed tax rate, and I learned to always triple-check an The Five Things You Need to Succeed as a Senior Executive Zoom or walking into a board room. Other times, I can step outside and walk around my office building and enjoy the sunshine and swaying trees. Focusing my attention on nature helps me to reconnect to my rhythm and be ready to take uploaded file. on any conversation. It also helps to keep the creative juices flowing. You can see more clearly when you have removed When I update a file, I rename it with the time and date, so any blocks, whether consciously or unconsciously. I know which one was the latest. While I know that learning comes from failures, that is one I hope to never repeat. As you know, the United States is currently facing a very important self-reckoning about race, diversity, equality and None of us can achieve success without some help along inclusion. This may be obvious to you, but it will be helpful the way. Is there a particular person who you are grateful to spell this out. Can you articulate to our readers a few towards who helped get you to where you are? Can you reasons why it is so important for a business or organization share a story about that? to have a diverse executive team?

I am most grateful to my first superintendent who took a chance in hiring me to lead a very large organization’s communications department at the young age of 28. I was experienced and I knew I was skilled as a spokesperson, but I had not led such a large team. He saw a leader in me, and he guided me and challenged me to step up as a leader and not stop learning no matter what. Because of his support, I continued to thrive in my field and experienced many high-profile crises that firmed up my media relations skills. I am forever grateful for his confidence he had in me and remind myself to extend the same confidence in my younger staff. In my work, I often talk about how to release and relieve stress. As a busy leader, what do you do to prepare your mind and body before a stressful or high-stakes meeting, talk or decision? Can you share a story or some examples?

I have learned the art of getting grounded. I wasn’t sure what it meant for a long time, but after several high-stress crises and years of balancing work and motherhood, I knew I needed a tool to help me. Sometimes getting grounded means breathing exercises before hopping on a

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As a member of the executive team, I must offer insight that helps the CEO, or in my space, the superintendent, and that each of us steps up. We share our personal experiences, feedback from our teams, insight from all internal and external stakeholders, and we do all of this through our filters. We each have one and it can be one of the most important aspects that makes an effective executive team. Being a Latina and a woman gives me a perspective that is different from some of my colleagues, and theirs from mine. This rich diversity makes our team stronger and more agile as we pivot through the challenges we face.

As a business leader, can you please share a few steps we must take to truly create an inclusive, representative and equitable society? Kindly share a story or example for each.

Be inviting — When I am looking to recruit new members for my team, I often extend invitations to skilled experts who may not be looking for a new opportunity, because I know they have a perspective that might be missing from my team. I have been pleased with this approach because my team has grown stronger and more diverse and highly recommend you don’t leave it to job seekers to fill your pool of applicants. Celebrate diversity — One of the initiatives I enjoy the most in the organizations I’ve been in is celebrating the rich cultures, sounds and tastes of those from other countries. Food and music are often the great uniters as we learn from each other. Our team loves to host potlucks and bring homemade meals that celebrate who we are and the culture we come from. If you aren’t doing this, I highly recommend you start. Ask for feedback — You must have data and know how people are feeling in your organization. As a leader, it is your responsibility to understand how your team members feel and how the culture is impacted by change. Don’t be afraid to gauge how people feel; it can show you the path to find a way out. I welcome survey responses because it’s a great way to determine how different groups of people feel.

As a leader, it is your responsibility to understand how your team members feel and how the culture is impacted by change.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Most of our readers — in fact, most people — think they have a pretty good idea of what a CEO or executive does. But in just a few words can you explain what an executive does that is different from the responsibilities of the other leaders?

Trust. That is the thing that we have to do most often and do well. We must trust our staff, the talents of our teams, the processes we have established and the managers we have hired to make sure the organization is operating efficiently and effectively. As an executive, we also must trust ourselves that we have led well and won’t have to take over a project. What are the “myths” that you would like to dispel about being a CEO or executive? Can you explain what you mean?

One myth I think some people may have about being an executive is that there is a sense of “having made it.” While, yes, there is a sense of pride when you do get an opportunity to serve on the executive team, there is also a sense of needing to continue to grow. We all must learn and grow no matter what our titles are or where our offices are. Being a lifelong learner is key to developing leadership skills and it is never done. Thankfully.

In your opinion, what are the biggest challenges faced by women executives that aren’t typically faced by their male counterparts?

I think balancing motherhood and the C-suite is more challenging when you have a newborn. The toll that pregnancy can have on your body, mental health and overall stamina is different for every woman, but I venture to say that it isn’t as challenging for your fathers. Yes, they get up in the middle of the night and share in many of the physical responsibilities, but when a baby is still nursing, there are some things a father just can’t do the same way. I think those were the most challenging times in my career, balancing newborns and the high-stress responsibilities of the C-suite.

What is the most striking difference between your actual job and how you thought the job would be?

My actual job is much more rewarding than I thought it would be. I find great pride when I can collaborate with my fellow C-suite colleagues, and we make an impact on the lives of those we serve. Being able to see the organization grow and support our students to be the best versions of themselves, is exceptionally rewarding.

Certainly, not everyone is cut out to be an executive. In your opinion, which specific traits increase the likelihood that a person will be a successful executive, and what type of person should avoid aspiring to be an executive? Can you explain what you mean?

Being able to own your mistakes and take responsibility for

something you have done or not done is key to your success as an executive. We’ve all heard the saying, “the buck stops here,” and as an executive, it does. You must be open to feedback, open to criticism and open to having crucial conversations. If this is something you are not comfortable with, then being an executive may not be the easiest job for you.

What advice would you give to other women leaders to help their team to thrive?

My advice is to always do your team members the favor of being honest. Give them honest feedback, suggestions for improvements and guidance. Do not let opportunities for their growth pass you by. As a leader, they rely on you to help them grow in their skill and talents. Be kind but be straight and direct. They will appreciate your leadership.

How have you used your success to make the world a better place?

I believe passionately about several causes, such as mental health awareness, leadership for young girls and education. I always offer to share my skills as a media relations expert to help with the publicity of a charity, non-profit or event that supports these causes. I hope that any interviews I secured to spread the message of the organization make the world a better place.

What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)

Don’t be afraid to fail — For so many years I was afraid to fail, and it caused way more stress than necessary. Now, I know that failures are where the biggest growth happens. Instead of avoiding crucial conversations, I now welcome them. This truly is where the magic happens.

Time will go by fast — When cranking out work, I would often forget to stop and be in the moment to appreciate what was going on. I would go, go and go and sometimes weeks would go by without my realizing it. Now, I make it a point to journal and be reflective of my experiences. Slowing down has helped me be a stronger leader.

It is not about the money — Well, it is not always about the money. It is okay to take a position that pays less if it is going to help you grow in your field and give you more experience that will enrich your prospects in the future.

You are a person of great influence.

Take care of yourself — Do not let this one slip you by. Being able to manage your self-care is something you can learn and get support with if it does not come naturally to you. The only way to give your best is to be at your best. Self-care was something I had to learn, and with the help of some friends, coaches and experts, I have developed a plan and accountability protocols that help me stick to it.

Tomorrow is a new day — It sounds obvious, but when I was a young executive and I made a mistake or was upset about something not going the way I wanted to, I truly had moments when the blame, frustration and shame were unbearable. I wish someone would have told me to remember that tomorrow is a new day, and I would look back at the situation with an appreciation for what I needed to learn.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.

Mental health support for our youth is in dire need of funding, expertise and awareness from every single member of our community. Our youth are growing up in a way that is unimaginable to so many of us and their brains are not developed enough to always process the information, the emotions and the sensory overload that consumes them. I would love to see more resources available for families and young people struggling to get help. If I can help anyone in creating more awareness, my door is always open.

Can you please give us your favorite “life lesson quote”? Can you share how that was relevant to you in your life?

“Jump and find your wings on your way down.” This has been the most impactful quote I’ve heard. It spoke to me and helped me to see that I was worth taking risks on. I was worth going for it, worth fighting for, worth speaking up for. When I am at a crossroads in my life, this quote often pops back into my mind, and it helps guide me in making my decisions.

We are very blessed that some very prominent names in business, VC funding, sports and entertainment read this column. Is there a person in the world or in the U.S. with whom you would love to have a private breakfast or lunch and why?

I would love to meet Kendra Scott, the founder of Kendra Scott. Her amazing story of launching her business is a true inspiration to me, and I appreciate the amazing commitment her company has made to the communities they are in. Every time I wear a Kendra Scott piece, I appreciate their company’s values and want to learn more from Kendra Scott herself on how to grow an enterprise.