Name: Elisha Kasinskas
Title: Marketing Director
Company: Rochester Software Associates (RSA)
Company URL:
LinkedIn Profile URL:

Did you choose print or did print choose you?

It chose me. After a layoff from a software firm (whose main customers were newspapers), I was offered a role with a fulfillment firm. The company purchased a commercial printer to extend their offerings. A year later in the 2009 downturn, I was laid off again and landed at Rochester Software Associates (RSA).

How do you establish credibility with customers, colleagues and bosses?

I establish credibility in several ways: being genuine, hard-working, helpful, generating and sharing a lot of ideas, and delivering on the commitments that I make. I’ve never felt that being a woman necessitated an additional need to establish my credibility. I just do what comes naturally.

What advice can you offer regarding negotiating salary raises/ addressing fair pay issues?

Be prepared with as many facts as possible. Start with a plan and work toward it, monitoring it regularly and adjusting as needed. Find and work with an internal advocate who can help make your case and support the value you deliver to your employer.

What advice did you receive early in your career that you wished you had followed?

Don’t undersell yourself and your value.