For over two decades, Catrice Armstrong has orchestrated success stories for some of America’s biggest brands. From launching Gatorade’s Energy Bar at Quaker Oats to serving giants like Disney and Amazon through her PR Werks firm, she’s built a reputation for transforming market challenges into growth opportunities. But ask Armstrong about her superpower, and she won’t mention her impressive client roster or revenue achievements. Instead, she’ll tell you about the art of listening.
“I realized that my ability to listen, understand, and relate to others was something that could fuel meaningful change,” Armstrong reflects, describing the moment she chose to step into bigger leadership roles. This philosophy has shaped her unique approach to brand strategy and leadership development. Through her firm’s 4-Pillar business model, Armstrong has created a framework that prioritizes deep connection alongside innovation, turning empathetic leadership into measurable success. Her work not only transforms brands but nurtures the next generation of industry leaders, proving that in the fast-paced world of PR, sometimes the most powerful tool is the ability to truly hear others.
Every Sister with Superpowers possesses unique gifts that transform lives and communities. What are your distinct superpowers, and how do they manifest in your work and leadership? How have you harnessed these powers to create change in your field?
As a “Sister with Superpowers,” my distinct gift is the ability to listen deeply and empathize, which allows me to connect with others on a profound level. This superpower manifests in my work and leadership through my ability to understand my client perspectives, anticipate needs, and communicate effectively. I am able to inspire, support, and empower those around me because I genuinely care about their growth and success. I harness this power by actively listening to the clients I serve, whether in one-on-one conversations or in larger group settings. I encourage open dialogue, foster inclusive environments, and suggest creative tactics that help individuals reach their potential.
What defining moment awakened these superpowers, and how did you cultivate the courage to fully embrace them in your professional journey?
The defining moment that awakened my superpowers occurred during a time when I was faced with a difficult decision—whether to step up and lead a project that seemed too big and complex, or to stay in a comfortable, less challenging role. It was a moment of uncertainty, but what truly awakened my superpowers was the realization that I could use my skills to help others in a way that made a real difference.
In that moment, I was able to tap into my superpower of deep empathy and connection. I realized that by embracing the role of leader, I could not only grow professionally but also inspire and uplift those around me. The courage to embrace this power came from recognizing that my ability to listen, understand, and relate to others was something that could fuel meaningful change—not just in my professional career but in the lives of individuals.
Share a pivotal challenge that tested your resilience. How did you transform that obstacle into an opportunity for growth and leadership?
A pivotal challenge that tested my resilience came during a period when I was leading a major project with a tight deadline and high stakes. Midway through, I faced a major setback and resources were stretched thin. It felt like everything was collapsing all at once, and the pressure to deliver seemed overwhelming. The situation tested not only my resilience but also my capacity to lead effectively under stress. As a leader, I had to model perseverance and adaptability—showing that even in the face of adversity, I could still move forward with strength.
This experience not only strengthened my resilience but also deepened my understanding of entrepreneurship. It taught me that setbacks are inevitable, but how we respond to them defines our growth. I learned that resilience is about staying committed to the mission and being flexible in the face of challenges, and that leadership isn’t about having all the answers its about finding solutions.
How do you maintain balance between building your legacy and prioritizing self-care? What rituals or practices keep you grounded and energized?
Maintaining balance between building my legacy and prioritizing self-care is a delicate notion that I’ve learned to navigate over time. The drive to create a lasting impact can sometimes push me to work relentlessly, but I’ve come to understand that to truly make a meaningful difference, I must first take care of myself. A worn-out leader cannot lead effectively, and that realization has shaped the way I approach my personal and professional life. I celebrate small wins and give myself grace on the tough days, knowing that balance is an ongoing practice and not a destination. I make time to connect with family, friends, and people who remind me of my humanity, offer support, and provide wise counsel. These relationships are a crucial part of my self-care routine, as they remind me that my legacy is not just about what I accomplish, but the relationships I build and sustain along the way.
Describe a time when imposter syndrome threatened to dim your light. What wisdom would you share with other women facing similar doubts?
There have been several times when I questioned if I was good enough or if people would find out that I wasn’t as “qualified” as they thought. Those doubts were paralyzing at times and made me second-guess myself constantly. However, I eventually realized that imposter syndrome was a sign of growth. It was the inner voice telling me I was stepping out of my comfort zone. I had to remind myself that my skills and experiences were valuable, even if I didn’t have all the answers. Instead of trying to be perfect, I embraced vulnerability and saw it as a strength that allowed me to connect with my team and lead
In building institutional change, what strategies have you employed to create sustainable impact while nurturing the next generation of leaders?
In building institutional change, one of the most important strategies I’ve employed is fostering a culture of collaboration and inclusivity. I make it a priority to connect individuals at all levels by listening to their perspectives and empowering them to contribute. I ensure that the changes I create are rooted in the experiences of those who will be most affected. Another key strategy is mentorship and capacity-building programs that focus on developing leadership skills in emerging leaders. We need to hear their voices and offer up ways to help them elevate.
How do you approach wealth building and financial empowerment? What financial lessons do you wish you had learned earlier in your journey?
I approach wealth building and financial empowerment with a mindset of both strategic planning and intentionality. Financial empowerment is not just about accumulating wealth, but about having the knowledge, tools, and mindset to make informed decisions that allow for independence and security. As for the financial lessons I wish I had learned I’d say that one of the most important is the power of compound interest. I wish I had started investing earlier and taking advantage of the time value of money, even with small amounts. The earlier you begin investing, the more your money grows over time. I understand now and am now playing catch up.
Tell us about your approach to mentorship and community building. How do you create spaces that empower other women to step into their greatness?
Mentorship and community building are important especially now during this time that we are currently in. Creating environments where women can be seen, heard, and valued at all times are most important. I believe that we are all ‘GREAT’ in our own way and my approach to others focuses on creating spaces of trust, empowerment, and shared growth.
Share your vision for collective elevation. How can women better support each other in achieving excellence across all sectors?
My vision for collective elevation is one where women stand together, not just as individuals striving for success, but as a unified force committed to helping each other reach our fullest potential. We need to share expertise and resources, collaborate more and celebrate each other’s wins.
Looking forward, what emerging opportunities do you see for Black women to make an unprecedented impact in your field and beyond?
The future for Black women in the communications field and beyond is incredibly promising, especially as we see the continued growth of diverse leadership and new opportunities for innovation, representation, and influence. I believe Black Woman have always carried “Superpowers” —— it’s just a matter of releasing it and using it wisely.
