AMA Pittsburgh’s Coffee Connections is a monthly roundtable discussion designed to bring together marketers, business leaders, and creative minds from across the Pittsburgh region. This casual yet insightful gathering is where big ideas meet real-world strategies, giving attendees the opportunity to learn from experts, exchange perspectives, and build valuable professional relationships.
Each Coffee Connections session focuses on a timely and relevant marketing topic, featuring industry leaders, guest speakers, and thought-provoking discussions. Whether you’re a CMO shaping strategy, a startup founder looking to grow, or a marketing professional eager to stay ahead of industry trends, Coffee Connections is your chance to gain actionable insights and network with the region’s top marketers.
Your career isn’t a straight line—it’s a map you create as you grow. That was the central message from Pete Schramm, Founder & CEO of Lattitude, who led August’s AMA Pittsburgh Coffee Connections. In an energetic and personal session, Pete shared how marketers can market themselves with the same intentionality they bring to their organizations.
“Life is what you make of it—why not make it amazing for yourself and those around you by inspiring potential and igniting the fire inside others?” Pete told the group.
His framework for building a Personal Board of Advisors resonated strongly with attendees. Much like a brand depends on diverse input to succeed, individuals thrive when they surround themselves with the right people.
The 10 People You Need on Your Personal Board of Advisors
Pete emphasized that every professional should create a personal board, a network of trusted people who provide guidance, feedback, and accountability. Just as companies rely on boards of directors to navigate strategy, your board helps you chart your career map.
“You wouldn’t run a company without advisors,” Pete explained. “Why would you try to run your life and career without them?”
The ten roles Pete outlined include:
- Mentor – Someone who has walked your path and can provide lessons learned.
- Sponsor – An advocate who opens doors and speaks your name in the right rooms.
- Peer Coach – A colleague who understands your challenges and helps you problem-solve.
- Challenger – The person who pushes you out of your comfort zone.
- Visionary – Someone who helps you dream bigger.
- Connector – The networker who introduces you to new people and opportunities.
- Listener – The trusted confidant who gives you space to process.
- Accountability Partner – The one who keeps you on track with your goals.
- Technical Expert – A specialist who sharpens your skills.
- Cheerleader – The encourager who celebrates your wins and keeps you motivated.
For marketers, these roles can be invaluable. A sponsor may introduce you to a CMO opportunity. A technical expert might be the analytics colleague who helps you interpret campaign data. A challenger could be the creative partner who refuses to accept “safe” ideas.
“Having the right ten people around you gives you balance,” Pete said. “It keeps you from relying on just one perspective—and it accelerates your growth.”
How to Build Your Personal Board of Advisors
Pete shared practical steps to intentionally create this network rather than leaving it to chance.
1. Clarify your aspirations.
“First, you have to be clear on what you want,” Pete stressed. “If you can’t communicate your professional aspirations with clarity, no one can help you get there.” For marketers, that may mean defining whether you want to be known for brand strategy, analytics, or leadership.
2. Identify gaps in your current network.
List the ten roles and ask yourself: who do I already have? Who’s missing? If you have several peers but no sponsor or visionary, you’ll know where to focus.
3. Reach out intentionally.
Pete recommended asking for short, focused conversations rather than vague networking. “Say, ‘I admire your path in digital marketing. Could we talk for 20 minutes about how you approached your career decisions?’ That’s specific and respectful.”
4. Diversify your board.
“Don’t just find people who look like you, think like you, or are in your same industry,” Pete reminded attendees. “You need variety—different perspectives sharpen you.” For marketers, this could include advisors from sales, product, or even outside the industry.
5. Maintain the relationship.
Pete advised following up with gratitude, updates, and reciprocity. “It’s not a one-way street. Think about how you can also add value to your advisors.”
LinkedIn as a Career Marketing Tool
Pete also shared tactical ways to use LinkedIn to strengthen your board and tell your story.
“LinkedIn is your personal brand’s billboard,” he said. “If people can’t see who you are, what you stand for, and where you’re going, you’re missing opportunities.”
He encouraged marketers to:
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Post consistently, sharing lessons and insights from their work.
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Use the headline to state not just a job title, but a value proposition.
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Engage with mentors, sponsors, and peers publicly to strengthen connections.
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Share career aspirations openly—“Don’t just say what you’ve done. Say what you want to do next.”
Pete emphasized that LinkedIn isn’t just about job hunting; it’s about demonstrating expertise and attracting opportunities.
Lessons for Marketers
Throughout the discussion, Pete drew parallels between marketing brands and marketing yourself.
“Marketers are often great at telling the story of their company, but not their own,” he said. “Your personal board helps you see yourself clearly and communicate that story.”
For professionals at any stage—whether charting a new move, strengthening their current role, or building their executive presence—the framework is actionable.
Some key takeaways:
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Think long-term. Just like a brand strategy, career strategy unfolds over years.
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Invest in relationships. Your network determines opportunities.
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Blend aspiration with action. Define your goals, then align mentors and sponsors to help you achieve them.
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Keep evolving. As your career map changes, so should your board.
Why This Matters for Marketing Professionals
In a field where change is constant—AI, data privacy, new platforms—marketers need guidance from multiple vantage points. A personal board gives you that diversity of thought and accountability.
For leaders, it’s also a retention strategy. Encouraging employees to build boards helps them feel supported and reduces the risk of burnout or disengagement.
Pete’s message ultimately challenged attendees to view their careers as a brand campaign. “If you were a product, how would you position yourself? Who are the voices you’d want influencing that positioning?”
About Pete Schramm
Pete Schramm is an entrepreneur, TEDx speaker, and author who thrives on uniting people and leading diverse teams through complex challenges. Raised on a farm in Butler, PA, he built his work ethic early and cultivated a passion for connections. After earning mechanical engineering degrees from Catholic University and excelling at Lockheed Martin, Pete founded Lattitude in 2020 to empower engagement through meaningful conversations. His clients include the Army, Air Force, UPMC, and financial institutions. Certified in Lean Six Sigma, Agile HR, and Project Management, Pete also contributes to boards like HCEF and Sewickley Academy. His mission: to kindle potential and inspire others’ passions.
