Best and Brightest: Cassandra "Cassie" LaValley

Cassandra "Cassie" LaValley

Assistant Director

Sustain Coastal, Coastal Carolina University

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I serve as the assistant director of Sustain Coastal at Coastal Carolina University and chair of Keep Horry County Beautiful. An MBA graduate of Coastal Carolina University, I combine business strategy, community engagement, and sustainability leadership to create meaningful impact across the region. In my role, I lead initiatives that strengthen partnerships, improve operational effectiveness, and advance sustainability goals on campus and in the community. My work is driven by a commitment to collaboration, service, innovation, and building practical solutions that support long-term economic and environmental success. 

Favorite Quote and Why: My favorite quote is: "We don't need a handful of people doing zero waste perfectly. We need millions of people doing it imperfectly," by Anne Marie Bonneau.

This quote perfectly captures the work we do in sustainability. Meaningful change comes from collective action and continuous improvement, not perfection. It reminds me that progress is often achieved through small, imperfect steps taken consistently over time.

Definition of a Successful Leader: My definition of a successful leader is someone who leads by example and never asks others to do work they wouldn't be willing to do themselves. Doing so requires humility and cultivates a sense of camaraderie, respect, and shared purpose within a team.

Advice to 18-Year-Old Self: I would tell my 18-year-old self to let go of perfection and the need to have everything figured out. Some of life's best opportunities come from following your passions, embracing uncertainty, and enjoying the journey rather than focusing solely on the destination.