Women Who Lead, Do, and Change: Rachael Goulet

Rachael Goulet is an experienced digital marketing leader with a career spanning social strategy, team development, and brand storytelling. Starting out in the early days of Facebook and Instagram, she’s built communities, launched campaigns, and led digital for hospitality, entertainment, and global SaaS brands. Now a senior leader at Sprout Social, she combines hands-on expertise with a passion for mentoring others, advocating for women in leadership, and proving that social media drives real business results.

Tell us a bit about yourself, your background, and your current role.

Hi, I’m Rachel Samuels – now Rachel Goulet since getting married a few years ago. I studied sociology at UC Santa Barbara, where I unexpectedly found my way into digital marketing. My first real spark came around 2009-2010 while doing admin work for a local financial advisor. It was right as Facebook was starting to become a place for business, and I saw an opportunity to help increase her local visibility by launching her Facebook and Instagram presence. She believed in me early on and invested in my growth – sending me to industry conferences like Social Media Marketing World in 2013.

During college, I also interned in Chicago with a web-based Instagram viewer called Ink361 (before Instagram had a native web interface), managing a large online community, and working at a boutique agency on social and SEO projects.

After graduating, I joined the Agua Caliente Band of Cahuilla Indians, where I managed social for their casino and hospitality businesses across the Coachella Valley. That’s where I got deep hands-on experience in entertainment, events, food and beverage, and luxury marketing. From there, I freelanced extensively before joining Sprout Social – where I’ve now spent the last nine years. I’ve had the chance to lead strategy, mentor teams, and collaborate with every type of brand imaginable. My career has always been centred in social, but over time I’ve come to appreciate how interconnected it is with every corner of digital – from AI and SEO to email, acquisition, and brand storytelling.

Biggest win, biggest lesson
I’m most proud of building and nurturing a strong, collaborative team – and seeing them shine. A recent highlight: one of my direct reports, Greg Rokisky, led a campaign that won us a Shorty Award for our use of creator partnerships. That win was his – but it felt like mine, too, because of the time we invested in his growth and creative freedom.

It taught me that leadership isn’t about doing the most or having all the answers. It’s about creating the conditions for others to succeed. Coaching, advocating, and building trust  – that’s the real work, and the most rewarding part of my role.

Have you faced any career challenges?

Absolutely. One standout was a YouTube show we created called Unread. The content was strong, data was promising, and audience feedback was glowing – but we had to cancel it due to budget constraints. It was a tough blow for the team and for me, especially since it was out of our control.

That moment taught me a lot about resilience and accountability. I realised that my job as a leader wasn’t just to mourn the loss – it was to help the team find a new path forward. We still had goals to meet, talents to grow, and stories to tell. Refocusing our energy, doubling down on strategy, and holding space for both grief and momentum became a pivotal leadership moment for me.

Where do you still see gaps or barriers for women in digital, and what one action would accelerate change?

There are still barriers to access – especially when it comes to getting in front of the right decision-makers or finding advocates at the table. Many women still have to create their own opportunities and constantly advocate for themselves, which can be exhausting.

One action that could accelerate change? Foster a culture of radical candour and advocacy. That means giving real feedback, sharing power, and championing women in rooms they’re not yet in.

If you had five minutes with a woman who is just starting her digital career, what would you tell her to focus on first?

Focus on your strengths, passions, and skills – but most of all, focus on your will. Willpower, curiosity, and drive are harder to teach or fake than anything else. If your will to learn or build in a certain direction isn’t there, listen to that and pivot early. The digital world moves fast, but your career should be aligned with what lights you up.

What do you think companies can do to support career progress for women working in digital roles?

Companies need to go beyond performative support and give women real resources and access  – to analytics tools, budgets, mentorship, and decision-making power. Too often, women in digital are siloed or kept just outside of where the big strategic conversations happen.

 It’s also time to stop treating digital roles like “youth jobs.” We’re not just the cool kids with opinions  – we’re seasoned professionals with insight, discipline, and strategic value. This shift in perception needs to happen across the board, not just for women, but for anyone in digital roles who has ever been underestimated because others don’t understand the space we move in so fluently.

What three digital tools or platforms could you not run your work without?

• Asana – It keeps the chaos at bay. I rely on it for project management, team alignment, and staying on top of multiple campaigns and content streams. It's the backbone of how I stay organised and ensure my team is always moving in sync.

• Sprout Social – I've been a customer for over 15 years because I genuinely believe all business is social. Sprout is my bread and butter — the best platform on the market for social media management, insights, and collaboration. It’s more than a tool, it’s a partner in driving real business results.

• Salesforce – I couldn’t live without the reporting and CRM integrations it enables. It gives me the visibility I need to connect marketing efforts to real business impact. The ability to tie social data to revenue and pipeline has been game-changing for how I prove value and prioritise strategy.

In the next 12 months, which emerging trend or shift should our community keep on their radar?

Social search is heating up fast. Platforms like TikTok, Instagram, and even Pinterest are becoming go-to search engines  – especially for younger audiences. That shift changes the way content is discovered and calls for smarter, more searchable storytelling.

I also think we’ll see an increased emphasis on relevance over reach – meaning brands and creators will need to go deeper into niche communities instead of casting wide nets. As the attention economy becomes more competitive, the winners will be the ones who show up with intention and value in the places that matter most to their people.