CTM Career Pathways: Lisa Shoemake

Creating the travel narrative via data

There is a saying that “A picture is worth a thousand words”, but data tells the whole story. And for Lisa Shoemake, that is what she loves about data. “It is the backbone of everything we do,” she says. Lisa has had a remarkable and successful career pathway in the corporate travel industry, driven by her passion for analytics and data-driven decision-making.

Like Lisa, if you understand that behind every number lies valuable insights and a comprehensive narrative waiting to be uncovered, rather than seeing just spreadsheets and reports, then there is a career pathway awaiting you that will deliver not only company improvement and success but a personal sense of achievement.

Lisa’s Career Pathway – Snapshot

• 2005 – Data Analyst
• 2016 – Manager of Management Information Systems (MIS)
• 2021 – Director of Data Visualization

How did you come to work in the travel industry and CTM?

My travel story started in 2005. I was seeking a change and decided to take the plunge and move from Louisiana to New Hampshire. Needing new employment, I saw a role advertised for a Data Analyst (I love data) and put my best foot forward and was fortunate to be interviewed for the role. You know when there is just that “special” something, but you can’t quite put your finger on it? Well for me it was something about travel and the people that enticed me in.  It was somewhat of a surprise that this industry would feel like “home,” but it quickly did. I just love the people at CTM.

You have had a successful analytical and data-driven career. What is it about data that you love?

I think what I love most about data is that it is the backbone of everything we do. Without data you can’t make informed decisions, be strategic, view trends, track goals, and the list goes on. If the data is accurate then we can positively contribute to the business and support each department whether it’s sales, account management, marketing, finance, etc. It feels good to know that the work you do is valued and important to the broader business.  Conversely when there’s work to be done to remedy data challenges, then I enjoy digging in, breaking everything down, and finding a solution.

What does a Director of Data Visualization do?

More recently my role has been to guide our team during a migration project as we consolidated to one platform. Currently, it’s to help my team prepare our reporting for our new Data Hub which I am very excited about. In the new fiscal year, it will be to help facilitate the best ways to take advantage of cutting-edge technology and how we can harness that.

What is it about the role that you love most?

My team and the people at CTM!

I am very lucky to have great support from CTM, those that I have worked with along the way, my leadership team, and last but no means least, my team. They continue to show up every day, work hard and invest in everything we do.

Individually I thrive in an environment that is not the same every day. There are days I plug in and think I have my day planned and 5 minutes out of the gate that changes. I think that’s what keeps me interested and on my toes. I feel that if I keep on my toes then I am always striving for bigger and better things for myself and CTM.

What do you find most rewarding in your role?

There is not a week that goes by where I don’t find something rewarding. Tasks that I don’t think I can accomplish; I have a team of highly skilled people I can work with that help me accomplish them. I find when you hit the mark with customers and have achieved something, that is when I think to myself – that is rewarding.

How have CTM’s culture and values helped you in your role?

For me, CTM is all about being present. You have got to show up every day and be prepared for anything. “It is all about doing better” which is something our CEO of North America said and that stayed with me. Whatever we achieved today, tomorrow we can try and grow on that and do better, challenge ourselves, and do the best possible job we can. I like to live that motto in my personal life too.

What has been your most valuable learning experience at CTM and why?

I think being here through a few acquisitions, a recession and then the pandemic provided me with invaluable learning experiences, Both professionally and personally.

You learn how to pull together with those around you, look for new ways to do things, and be open to accepting a different way of completing tasks than you may be accustomed to. Being a part of the travel industry, you learn quickly that you must be adaptable to change as the industry itself is always evolving.

What has been the highlight of your trip to Dubai as a CTM All Star winner?

Dubai was never on my hit list of places to visit, so going to a place that you didn’t choose and then realizing how great it is and how lucky you are to see a different culture, immerse yourself in it, and learn about it has been awesome.

What advice would you give to others considering joining CTM, or considering a change of career direction?

I would say if you’re ready for hard but rewarding work and want to be part of a company that is a major force in the industry now’s the time!