What happens when the CFO leads a company’s social responsibility efforts? And what if that initiative not only improves company culture but strengthens the bottom line?
In this episode of the Leadership With Heart podcast, we hear from Sandra Torre, Co-President and CFO at Lavidge, a full-service advertising agency based in Phoenix, Arizona. Sandra challenges conventional expectations of the CFO role by spearheading a company-wide volunteer program called “Impact Giving and Caring with Passion.” This refreshing conversation highlights how financial and human-centered leadership can coexist and thrive in the same space.
Sandra shares how Lavidge transitioned to employee ownership and inspired a cultural shift toward shared purpose and contribution. Recognizing a growing desire among team members to make a difference beyond the workplace, Sandra created a structured volunteering initiative that grants employees 16 paid hours annually to support community causes all during the workweek.
What started as a modest internal effort became a cornerstone of Lavidge’s identity, fostering collaboration, deepening engagement, and attracting new talent aligned with its values.
But the most compelling part? When COVID hit and most agencies faced furloughs and pay cuts, Lavidge made a bold decision: no layoffs, no cuts, and no pulling back from the impact program. The result? It was one of their strongest financial years ever.
Sandra’s story is a timely reminder that soft skills are anything but secondary. As she puts it, they are a force that can actually “make the bottom line even stronger.” Her grounded leadership style proves that doing good and doing well are not mutually exclusive — and that purpose can be a powerful business strategy.
How might this kind of leadership model apply in your own organization? And are we doing enough to reframe who gets to lead purpose-driven change in business?
We’d love to hear your thoughts. What stood out to you in Sandra’s story?
https://heatheryounger.com/lavidge
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