Former Jack in the Box CMO, Terri Funk Graham, on Marketing, Mentors and Moving Forward

When Terri Funk Graham met her husband 26 years ago, they made a pact to support each other, no matter what… Their insider phrase has become a motto that still motivates Graham when the going gets tough and reminds her that in good and bad, she will persevere. Graham has applied “no matter what” throughout her unique and challenging career that has spanned decades at organizations ranging from Jack in the Box to RedEnvelope to Sprout Farmers Market.

Where the primary killer of many womens’ dreams and ambitions is fear of failure, “No matter what” should grace every woman’s lips daily. When a woman adopts the mentality “no matter what,” she eliminates the option to fail. When success is the only option, then one’s choices and visions change. “No matter what” mentality inspires one to see potential where previously one saw only obstacles.

Graham just finished a one-year stint at Red Envelope, a sharp contrast to her 22-year tenure at Jack in the Box. “I’ve done the long-term play and I’ve done the short-term play, and also done the traditional to digital transition.” Now Graham is considering pursuing an additional board position and is participating in some women’s leadership groups and workshops because helping women has always been a passion of hers. She would also like to work with other non-profits.

Graham is especially interested in helping women to brand and re-brand themselves. If anyone knows how to do this, it’s Graham, who has re-branded herself several times. Women are increasingly embracing the concept of “no matter what” and are propelling themselves past previous obstacles, albeit slowly, to a greater number of seats at the table and a stronger voice to be heard. Graham sees women’s communication skills, collaborative skills and superior ability to follow-up make them excellent leaders. Sometimes, however, their confidence is lacking. Women should increase their confidence through networking and attaining board seats.

Graham advises women to remember three things…

• • • “You’re going to make mistakes, and that’s okay.”
    • You don’t need to act like a man. Graham thinks a lack of female mentors leads some women to mimic what they see men doing. Be comfortable; don’t be something you’re not.
    • Support other women. Help other women to succeed. “We are our own worst enemy.” For example, do not skip over a woman for a project simply because she just had a baby.

What advice she would give to her 20-something self? Graham said she would prefer to address her 30-year-old self because the 20-something was too inexperienced. Graham said she would advise her 30-ish self that, “Everything had happened for a reason.” Roll with it. Often we have a vision of how something is supposed to happen in our careers or our lives, but in retrospect, even closed doors and glass ceilings will be recognized as North stars guiding us on to something else.

To women considering a career change such as Graham’s move from Jack in the Box to Red Envelope, Graham said it is imperative that you bring “your personal strengths and equity to the table” while bridging the gaps to what you want to transition into. Consider the size of the company. She said, “I went from a very larger company to a much smaller company. If you want to make a transition, consider going smaller. You get to roll up your sleeves more, and they are really eager and excited to have the experiences that you bring to the table based on what you have done before.” The smaller company often affords more opportunities to learn on the job and acquire new skills.

And when women do embark on a new adventure, remember these three simple rules…

Listen. It is natural to want to “show value” right away because the company brought you on board to do a job. But for the first 30+ days, Graham says spend that time listening and sorting out the work that you need to accomplish.

Align. One of the biggest problems in corporate America today, according to Graham is alignment. “Often, if you are brought in as a change-agent, you have to figure out who you are aligning with.” When you are there to make changes, understand that there are going to be some individuals who are not going down your path.

Deliver. Preserve your credibility by delivering on your promises. Graham reminds, “You never want to over-promise and under-deliver.”

That’s excellent advice from a woman who definitely delivers on her promises. Graham helped reincarnate Jack in the Box after several product debacles and was their CMO for 10 years in a position that averages  24-36 months tenure. No matter what she does next, Terri Funk Graham will continue to be a leader.