10+ Years in Marketing: Lessons from Katrina Farmer’s Career Journey

On the path to becoming a lawyer, Katrina Farmer, MBA, Enterprise Marketing Manager at Covenant Logistics, took a turn that led to over a decade of marketing experience across multiple industries.

Today, Katrina leads with adaptability, strategic thinking, and a deep commitment to continuous growth for herself and her team.

In this Q&A, she shares how she navigated career pivots, why adaptability is the top trait she hires for, and what she wishes every job seeker knew.

What’s one quality you always look for in new team members to ensure they align with your team’s culture?

Curiosity. I want team members who are eager to learn, ask questions, and continuously seek better ways of doing things. This mindset fuels innovation and growth, which are essential for our culture.

I also look for adaptability and flexibility. When I first started in marketing, I had a very linear concept of how a project should play out: start, complete, move on. But I quickly learned that marketing rarely works that way. You're juggling multiple projects, shifting priorities, and often pausing one thing to pick up another. Being adaptable, flexible, and moldable isn’t just helpful it’s essential in this industry.

How do you evaluate whether someone will be a good fit for your team?

I look beyond skills and experience; I focus on attitude and alignment with our core values. During interviews and interactions, I pay close attention to how candidates communicate, collaborate, and approach problem-solving. Cultural fit means someone who can thrive within our environment and contribute positively to the team dynamic.

How would you describe the ideal team player?

My ideal team player is proactive, accountable, and collaborative. They take ownership of their work but also recognize that success is collective. They communicate openly, support others, and are resilient in the face of challenges.

Who’s one person who has made a transformative impact on your team? What characteristics do they have that make them unique and an A-player?

There was a team member who stepped into a newly created role and immediately brought clarity and structure where there was ambiguity. Their attention to detail, combined with a strategic mindset and genuine humility, inspired others to elevate their work. Their ability to balance data-driven decision-making with empathy made them an invaluable asset and a true A-player.

What’s a recent hire that went really well? What did you learn from the process?

Recently, we hired someone who initially didn’t have the exact technical background we thought was necessary but demonstrated exceptional problem-solving skills and cultural fit. This hire reinforced that skills can be taught, but attitude and adaptability are critical. It reminded me to be open-minded and focus on potential rather than just credentials.

What’s the biggest challenge you’ve faced in hiring or leading a team, and how did you overcome it?

One ongoing challenge is ensuring diversity in hiring while maintaining high standards. To overcome this, we revamped our hiring process to eliminate unconscious biases, broaden our candidate sourcing, and invest in structured interviews. We also worked hard to build an inclusive environment where diverse voices are truly valued, which has helped attract a wider range of talent.

If you could give one piece of advice to job seekers, what would it be?

Be authentic. Understand your strengths and values, and seek roles where you can be your true self. Authenticity resonates with interviewers and builds a foundation for long-term success.

What’s one thing job seekers should know about interviewing with your company?

We value transparency and two-way dialogue. Interviews aren’t just about you answering questions — they’re also an opportunity for you to assess if our culture, values, and mission align with your goals.

We take our values seriously. They are empathy, servanthood, and virtue. We aim to lead with these in everything we do with our customers, our enterprise, our community, and our investors. If you’re interviewing with us, we want you to know those values upfront and only consider an opportunity here if they align with your own.

What’s one skill or trait you predict will be essential for success in the workforce moving forward?

Adaptability. The pace of change is accelerating, and the ability to pivot quickly, learn new skills, and remain flexible will be crucial for thriving in any industry or role.

One way to begin adapting right now? Learn how to use AI well. AI is becoming deeply integrated into our workflows and industries. Those who resist learning it risk falling behind. Those who lean in with curiosity and initiative will position themselves for long-term success.

Thank you, Katrina, for sharing your expertise with us!

If you’d like to connect with Katrina or learn more about Covenant, check out her LinkedIn here or the company’s website here.

And, if you're interested in a career at Covenant, check out their open roles here.