Carleen Lyden Walker

Carleen Lyden Walker

CEO of Morgan Marketing & Communications, CEO of NAMEPA & Chief Evolution Officer of SHIPPINGInsight

Carleen Lyden Walker is the Co-Founder and Executive Director of  NAMEPA (North American Marine Environment Protection Association) leveraging off her experience as a marketing and communications professional in the commercial maritime industry with over 40 years of experience.  She specializes in identifying, developing and implementing strategic marketing and communications programs that increase the visibility and effectiveness of NAMEPA as well as the development of educational resources promoting marine environment protection.  She works to develop strategic alliances between industry, regulators, conservation groups and educators to “Save Our Seas”.

In 2015, Ms. Lyden Walker was appointed an Ambassador by the International Maritime Organization (IMO). She is a member of WISTA (Women’s International Shipping and Trading Association), the Connecticut Maritime Association, the Marine Society of the City of New York, The National Press Club, WIMAC (Women in Maritime Association, Caribbean) and is a Past-President of the Propeller Club Chapter of the Port of NY/NJ. She was also elected to the Board of Trustees of the Coast Guard Foundation, the Tall Ships America Foundation, New York Harbor Foundation and the New Era Academy Transportation Technologies Program in Baltimore. She was recently named one of the top 100 women in shipping globally.

Ms. Lyden Walker is also Chief Executive Officer of Morgan Marketing & Communicationss, is Chief Evolution Officer of SHIPPINGInsight, Founder of CARIBMEPA and the Co-Founder/Executive Director of the Consortium for International Maritime Heritage.  In 2010, she was awarded the Certificate of Merit by the United States Coast Guard and in 2014 a Public Service Commendation for her work on World Maritime Day and AMVER, respectively.  Ms. Lyden Walker graduated from Wellesley College with a BA in Political Science and History (minor in Economics), studied Accounting at Cornell School of Business Administration and is a trained facilitator and media trainer.  She held a USCG Captain’s license.

What is your current role in the shipping industry, and how do your various professional experiences come together in your day-to-day work?

I see my role as a driver and supporter of the maritime industry to be the best it can be. As CEO of Morgan Marketing & Communications, I use my marketing skills to craft and deliver messaging about the industry and its participants.  In 2007 I co-founded and am now CEO of NAMEPA (North American Marine Environment Protection Association) whose mission is “To Save Our Seas” through stewardship, sustainability and support of the industry.  Being Chief Evolution Officer of SHIPPINGInsight gives me the opportunity to harness and promote the many ways in which technology is being developed and deployed to solve industry’s thorniest challenges.  Every part of my experience, from my education in International Relations, to being an auditor at Price Waterhouse and an Account Executive at Ogilvy & Mather Advertising has contributed to my success.

You’ve co-founded multiple organizations, led significant initiatives, and serve in advisory capacities. How do you prioritize your time and energy across these diverse roles?

The only way I could be effective across so many platforms is to integrate them in a fashion to develop synergies that benefit all parties. Some days it is a bit like twirling plates, which is fine as long as none fall.  When you have a passion for something, as I do the maritime industry, it doesn’t feel like work and the time goes by effortlessly.  And sleep is overrated!

As Co-Founder and Managing Partner of MAR and Co-Author of Zero Point Four, what inspired you to start the Maritime Accelerator for Resilience, and what are its primary goals? The Co-Founders/Authors of MAR came together to solve a maritime challenge for safety and security. Through our work together evolved the structure for Zero Point Four as we came to recognize the incredible vulnerabilities of the United States’ maritime industry and its impact on national, economic, energy, climate, food and workforce security.  For me it was a real wakeup call for change.

In your role as Chief Evolution Officer at SHIPPINGInsight, how do you drive fleet optimization and innovation? Could you share some recent success stories?

Bringing the industry together around shared goals is the first step towards evolution. Creating a platform where shipowners and ports can interact with solution providers is the underpinning value of SHIPPINGInsight.  Additionally, I launched the SHIPPINGInsight SHARK TANK which puts startups in front of ship owners and investors.  About 80% of our new tech has been picked up for either trial or investment.

What does be an IMO Goodwill Maritime Ambassador mean to you? How do you approach advocacy for maritime careers?

I am both honored and humbled that my government, though the United States Coast Guard, nominated me to serve as an Ambassador. Truth be told, it is a title for work I have done throughout my career:  educating the public about the value proposition of the maritime industry and introducing this industry which I love to students so they can see a productive career path in maritime.  As US Congressman Elijah Cummings once said:  “If they can’t see it, they can’t dream it.”  I took that to heart and spend much of my time helping people understand the role shipping plays in their lives, and how they can be a part of it.

Through MAR and other ventures, you focus on resilience in maritime operations. How do you define resilience, and what strategies do you advocate for achieving it? I define resilience as planning, strategizing, and providing for every known challenge. To do that, you need a firm understanding of where we are today, and where we need to be tomorrow.  This requires strategic thinking and an ability to access resources (time, talent, treasure) to meet the requirements of the NOW as well as TOMORROW.

Sustainability is a recurring theme in your work, such as with NAMEPA’s mission to “Save our Seas.” What are the biggest challenges in advancing sustainable practices in the maritime industry? One of the greatest hurdles to sustainability is moving beyond quarterly thinking into long term thinking. Companies and organizations are so focused on today’s performance they neglect to vision what tomorrow’s performance and needs may be. I have to doff my hat to the Chinese who are taking the long view, while most Western companies are zeroing in on their quarterly P&L’s.  I often ponder how to convince leaders to invest $5000 today to save $500,000 in 5 years.  Regrettably, our environment isn’t a renewable resource and the damage we are doing today may not be reversible.

How do you see technology, such as the innovations supported by ShipSafe, shaping the future of maritime safety and operations?

There is a lot of focus on reducing emissions in our world. One of the easiest ways to do that is to become more efficient.  ShipSafe not only increases the performance of operations of a vessel, but also secures it from cyber threats inherent in a digitalized world.

Your work with the Consortium for International Maritime Heritage emphasizes the importance of shared heritage. How does understanding our maritime past help us navigate the industry’s future?

The Consortium was developed to align the public’s fascination with the romance of maritime’s storied past with how that translates in today’s world. We want to capture the public’s imagination and transfer that interest to today’s powerful and vitally important industry today.

How did we get from a hollowed out tree used to transport a small amount of grain or textiles, to 90% of all the world’s goods and energy?

Liaising with diverse stakeholders—regulators, shipowners, environmental groups—is central to your leadership style. What are your keys to fostering collaboration in such a multifaceted industry? The most important element of developing a coalition is to focus on the common goal. While we all come to the table wearing different hats and having various objectives, if we can harmonize around core values and desired outcomes, then we can have a productive outcome.

You’ve had a prolific career spanning advocacy, leadership, and innovation. What has been the most challenging project you’ve worked on, and what lessons did you take away from it?

It is impossible to name just one! Establishing NAMEPA required the ability to communicate the benefits of an industry-led environmental group in maritime.  I was called a “salty tree hugger” by the old-timers, who didn’t see the connection between maritime and protecting the marine environment.  Today, the seascape is quite different!!!  Another challenge was raising $500,000 right after the financial crisis of 2008 to support the World Maritime Day Parallel Event in the United States.  No one was writing big checks, so I had to get creative.  Using the guidance of “how do you get an elephant out of the room?  One bite at a time”, I devised a plan to raise the money by selling patches for a quilt.  Do you have any idea what that sounded like in a male-dominated industry??  I raised the necessary funds, and today a quilt adorns US Coast Guard Headquarters and IMO Headquarters in London!

What skills and experiences have been most valuable in your roles?

I am by nature a person who pushes the boundaries of the box, maybe because I am a first born and had to blaze new trails for my siblings. I also see challenges as something to overcome, not as barriers. I believe that the impossible is possible, and my glass is always full!

What educational background or specialized training would you recommend for someone aspiring to excel in the maritime sector?

As a young girl I had the opportunity to visit Europe a couple of times, which broadened my world view. This was further supported at Wellesley College, which taught me how to synthesize information.  I can take various inputs and derive a conclusion.  The most important training which I can suggest is to be open to the interconnectedness of our world and recognize how shipping touches every aspect of it.

With over two decades in maritime marketing and communications, how has the industry’s messaging evolved, and what do you think it needs to emphasize now?

It is astounding to me how far the industry has come in the last years. When you realize the origins of shipping—one fellow with one boat going from Point A to Point B—and how that led the industry to silo and always hold its cards to its vest.  Today the industry is much more attuned to the benefits of being more open about its policies and practices.  I also think that the new IMO Secretary General, Arsenio Dominguez is setting an extraordinary example judging by the number of press releases and statements being issued.  The world needs to know that the industry exists and serves them as the most environmentally and economically efficient mode of transportation.

What new challenges and opportunities do you anticipate for the maritime industry as a whole?

I believe one of the greatest challenges will be for our global industry to operate in a world that is increasingly fragmented. How do you manage different regulatory frameworks? This also pertains to the areas of conflict, which seem to be growing.  What emerging trends or challenges do you believe will most shape the maritime industry in the next decade?  I believe we will begin to appreciate the benefits of digitalization in a greater scope, which will increase its efficiency.  How do you see the maritime industry balancing the demands for decarbonization, safety, and operational efficiency?  Yesterday I was at an event expressing my concerns about the safety of a particular emerging fuel.  His response was “technology can make anything work”.  If he is right, then we will experience an acceleration of change in this decade that will eclipse the impact of Malcolm McLean’s invention of the container.

What drives your passion for the maritime industry? Is there a defining moment or experience that solidified your commitment?

I grew up on an island in Michigan where the Detroit River meets Lake Erie. I was also a competitive sailor. When I was a little girl, the Detroit River was the busiest waterway in the world after the Suez Canal.  I was fascinated by the ships, and wondered who was on board, where were they going, and what were they carrying.  I fell in love with the global connectivity of shipping and its role as the engine of global trade.

How do you maintain a healthy balance between your professional and personal life?

Is there a balance???? We operate in an industry that is 24/7/365, so you are always “on”.  But if you are passionate about it, it doesn’t feel burdensome.

Throughout your career, what are the most valuable lessons you’ve learned?

Never give up.

What drives your passion for shipping, and how do you stay motivated in such demanding roles?

I want to see the maritime industry recognized for the value that it makes to global society. Since we are nearly invisible, there is a lot more work to do!

What one piece of advice would you offer to young professionals who aspire to work in the field? How can they best position themselves for success?

Be inquisitive. Nothing is stagnant in this industry, which is dynamic and evolving!!  Don’t be afraid of change and look for opportunities where you can add value.

Looking back, what advice would you give to your younger self or someone just starting their career in the maritime industry?

Ne desperandum. Always have hope.