Why relationships, representation, and responsibility are at the center of her work and her run for City Council

Born and raised in Rochester, Lisa Ross has never viewed leadership as something reserved for titles or podiums. For her, it has always been about presence, showing up in gyms, schools, neighborhoods, and community rooms long before politics entered the picture. As a wife of more than 27 years, a mother of three, and a grandmother, her roots in this city run deep. Those roots, she says, are what shaped her understanding of both the promise and the gaps that exist in local systems.

From coaching basketball for nearly two decades to organizing back-to-school drives and community programs, Ross learned early that leadership is not about visibility, it is about responsibility. “It’s about listening, following through, and doing the work,” she explains. Her early studies in civil engineering at RCTC, followed by her work in entrepreneurship and community engagement, helped her see how policy, infrastructure, and people intersect. That awareness continues to guide her work today.

From Belonging to Purpose

Ross traces her purpose back to simple moments that had powerful impact, watching children walk into school confident because they had the supplies they needed, or hearing parents’ express relief after a community event. Those moments clarified something essential: her work was never about programming alone. It was about dignity.

“When people feel seen and supported, everything changes,” she says. “They show up differently. They believe in themselves.”

That belief became the foundation of her leadership style. Whether running a youth program, building a business, or serving on the Planning & Zoning Commission, Ross has remained grounded in trust and relationships. Connection, she says, is not a strategy, it is a responsibility.

Entrepreneurship Rooted in Community

Ross launched her marketing firm after recognizing a persistent challenge among local and minority-owned businesses: strong ideas paired with limited access to visibility and resources. Rather than replicate traditional agency models, she built a firm centered on listening first.

Her approach to branding begins with understanding a business owner’s values, challenges, and goals. “Authenticity builds trust,” she explains. “When your message matches how you show up, people believe in you.”

What sets her firm apart is its integration of advocacy and strategy. She does not simply design campaigns; she connects entrepreneurs to partnerships, policy conversations, and community initiatives that support long-term growth. As someone active in both business and civic spaces, Ross often serves as a bridge—linking sectors that rarely collaborate.

Entrepreneurship, she says, taught her resilience. It taught her how to pivot without compromising her values, how to navigate rejection, and how to remain grounded in service. “Setbacks are often setups for something better if you stay connected,” she reflects.

Advocacy in Action

For Ross, community is defined by shared responsibility and shared opportunity. It is neighbors supporting one another, businesses investing locally, and leaders listening to those most affected by decisions.

Some of her most meaningful moments come from watching families leave community events with renewed confidence. “You see it in their faces,” she says. “Connection is not abstract. It’s backpacks, shoes, smiles, and relief.”

She intentionally works across neighborhoods, cultures, and perspectives attending school events, church gatherings, business forums, and cultural celebrations. Through Black History exhibits, Juneteenth events, and community conversations, she ensures that diverse stories remain visible and valued.

Her advocacy focuses especially on access: access to information, resources, opportunity, and power. She is deeply committed to ensuring that historically overlooked neighborhoods are not left behind in Rochester’s growth.

To sustain this work, Ross prioritizes wellness. She schedules rest with the same intention as meetings. She builds teams. She empowers others. “You can’t pour from an empty cup,” she says simply.

Answering the Call to Public Office

Ross’s decision to run for City Council grew out of years of hearing residents say they felt unheard. Serving on the Planning & Zoning Commission revealed how deeply policy affects daily life from housing and transportation to business development.

“I realized I could either keep agreeing with people’s concerns or step up and be part of the solution,” she explains.

Her priorities include housing stability, public safety rooted in trust, equitable development, property taxes, youth support, and economic opportunity for small businesses. She believes growth must be intentional and inclusive.

Her background in business equips her with financial and operational discipline. Her community work equips her with empathy and responsiveness. Together, they form what she believes is essential for effective leadership: results grounded in relationships.

Leadership Through Listening

Ross describes her leadership philosophy in three words: integrity, accessibility, and follow-through.

Listening, she says, is non-negotiable. “Without listening, you’re just operating in a bubble.” Real leadership means learning from lived experience, not dismissing it.

If elected, she plans to maintain consistent communication through listening sessions, neighborhood meetings, business check-ins, and youth forums. Her goal is to ensure that City Hall feels reachable, not remote.

Accountability, for her, means transparency and ownership. “The seat belongs to the people,” she says. “Not to the person sitting in it.”

Women, Visibility and Representation

As a woman in business and politics, Ross is acutely aware of her visibility. She views it as both responsibility and opportunity.

She has faced underestimation and scrutiny, but she responds with preparation, persistence, and performance. “Results speak,” she says.

Representation remains central to her mission. “People can’t be what they don’t see,” she explains. When young people witness leaders who share their background, possibility expands.

To young women, her message is clear: Your voice matters. Your path does not have to be perfect. You do not need permission to lead.

She also emphasizes collective advancement. “We change the table when we stop competing for one seat and start building together.”

Growth, Balance, and Perspective

One of Ross’s greatest challenges has been learning to balance her many roles without burnout. Over time, she has learned the power of delegation and collaboration.

Her most important lesson? Impact multiplies through teams. Asking for help is wisdom, not weakness.

When facing criticism, she looks for truth, adjusts when necessary, and releases what does not serve her purpose. Her faith, family, and disciplined self-care keep her grounded.

A Vision for Rochester’s Future

Looking ahead five years, Ross envisions a Rochester where residents feel heard, businesses thrive, and development is equitable across all wards. She sees a city that invests in youth, honors its diverse stories, and grows without leaving people behind.

Her role, she says, is to remain a connector and bridge-builder placing those most affected by decisions at the center of decision-making.

Today, she defines success as alignment: living her values through her work. Her legacy, she hopes, will be measured in lives impacted and doors opened, not titles accumulated.

The Heart of Connection

Connection has opened every door in Ross’s life. It has created partnerships, fueled collaborations, and sustained her through challenge. It keeps her grounded in purpose.

When people feel disconnected, she warns, they disengage. Rebuilding trust requires presence, transparency, and meaningful participation.

Strong relationships, she believes, are the foundation of strong cities. “Policies matter,” she says. “But relationships make them work.”

In divided times, she returns to shared values, safety, dignity, opportunity—and insists on staying at the table long enough to build solutions.

Reflection

Ross hopes they feel seen and hopeful. She wants them to remember that leadership is not reserved for a few, it is available to anyone willing to show up with integrity.

“Connection is our power,” she says. “Courage is our fuel. Leadership is how we use both in service of others.”

To her younger self, she offers simple wisdom: You belong. Your heart is your strength. Never dim your light.

In a city shaped by growth and change, Lisa Ross continues to lead with what has always guided her, relationships, responsibility, and an unwavering belief in the power of community.