Beth Gaines is working with Dennemeyer as Head of IP Solutions. As a leader, prioritizes listening to team managing over 3 million IP rights vover 8000 customers globally.
1. A
M
P
L
THE
INSPIRING THE BUSINESS WORLD
CI
Industry Manoeuvres
Strategies for Effec ve
Communica on as a
Women Leader in Business
Pg.No: 28
APRIL | Issue : 02 | 2023
Beth
Delivering Exclusive Solu ons Globally
The
10Most
Admired
Women
Leader in
Business
Beth Gaines
Head of IP Solu ons
Americas
Dennemeyer
Global Narra ve
Inspiring Stories of
Leaders Who Have
Overcome Adversity
Pg.No: 20
4. Editor’s
Note
Women
Leaders
Instigating
Distinctions
hile it's important to celebrate and recognize
Wthe achievements of women leaders in
business, it's also important to acknowledge
the systemic barriers and biases that have historically
excluded women and other underrepresented groups from
leadership posi ons. These barriers include discrimina on,
unconscious bias, and lack of representa on in the hiring
and promo on processes. Therefore, we must con nue to
advocate for diversity, equity, and inclusion in all aspects of
business and leadership.
It's also important to recognize that the women leaders
most visible in the media and public discourse tend to be
those who have achieved significant financial success and
held high-profile posi ons in large corpora ons. However,
many other women leaders are making substan al
contribu ons to their communi es and industries in less
visible ways. These may include entrepreneurs, small
business owners, social enterprise leaders, and community
organizers.
5. The impact of these women leaders on society and the
environment - Many have achieved financial success, and
examining the ethical implica ons of their ac ons and
decisions is essen al. Women leaders who priori ze
sustainability, social responsibility, and ethical prac ces
hold those who rank profits over people and the world
accountable.
The latest edi on - The 10 Most Admired Women Leaders
in Business, considers the impact of these leaders on
society and the environment and celebrates those who
priori ze sustainability, social responsibility and ethical
prac ces.
Have an enlightening read ahead!
-Prh D. Bombarde
CIO
6. C O V E R
S T O R Y
08
Beth
Gaines
Delivering Exclusive Solu ons Globally
7. Industry Manoeuvres
Strategies for Effec ve
Communica on
as a Women
Leader in Business
Global Narra ve
Inspiring Stories
of Leaders Who
Have Overcome
Adversity
20
Efua Edusei
Driven with Passion,
Innova on, and Compassion
Ellen Voie
Partnering the Globe
with Inclusive Leadership
16 24
Nova Jane
Ward
Innova ng Makeup
that Empowers You
Marina Togne
Empowering
Professionals through Digital
Language Training
32
28
36
Articles
CONTENTS........
9. S
The
10Most
Admired
Women
Leader in
Business
Execu ve Networks
execu venetworks.com
Jeanne C
Execu ve Vice President
We empower our members
to deliver a sustainable and
posi ve impact on their
organiza ons. When they
come together, our members
take shared insights back into
their own organiza ons,
sparking deeper growth and
effec ve innova on.
CVS Health
cvshealth.com
Karen Lynch
President and CEO
As a purpose-driven
company, we’re making
healthier living happen
together with millions of
pa ents, members, and
customers.
Regency Centers
regencycenters.com
Lisa Palmer
President & CEO
Regency Centers is a
preeminent na onal owner,
operator, and developer of
shopping centers located in
suburban trade areas with
compelling demographics.
Illumina Inc
illumina.com
Efua Edusei
Chief of Staff, Marke ng
Seasoned professional with
demonstrated success in
pharma, biotech, digital and
global health. Skilled in
strategy, business and
corporate development,
analy cs and opera ons.
Featuring
Company
Brief
Featuring
Company
Brief
Featuring
Company
Brief
mYngle
myngle.com
Marina Togne
Founder and CEO
Marina Togne is the
founder and CEO of
mYngle, the global quality
online learning pla orm,
amongst the first global
players to deliver one-on-
one live tutoring over the
net.
Fitcover
fitcover.com
Nova Jane Ward
Founder and Principal CEO
Nova Jane is a 2x StartUp
Founder & CEO in the
beauty and fashion e-
commerce space. Her first
success came a er launching
Fitcover; an industry
disrup ng beauty brand that
has blended science,
technology and mother
nature.
Tetra Tech, Inc.
tetratech.com
Tracey Evers
Vice President
Tetra Tech is a leading, global
provider of consul ng and
engineering services. We are
differen ated by Leading with
Science® to provide
innova ve technical solu ons
to our clients.
Dennemeyer & Co. LLC
dennemeyer.com
Beth Gaines
Head if IP Solu ons
Americas Dennemeyer
An intellectual property
senior leader equipped to
lead teams of managers in
the customer life cycle
with Fortune 500
companies in global
markets.
France Dequibec
Managing Director
We provide professional
C-level execu ve selec on
in a ma er of days
worldwide with a 100%
success-based fee model.
Ceo-Worldwide
ceo-worldwide.com
Women in Trucking
Associa on
womenintrucking.org
Ellen Voie
President & CEO
Associa on Execu ve with a
passion to create a more
gender diverse culture in the
transporta on industry.
10. ,
,
Being comfortable persuading,
promo ng, and delega ng is
essen al. At the end of the
day, you cannot accomplish
anything without being able to
influence the people around
you, no ma er their level
within the organiza on.
Cover
Story
The 10 Most Admired Women Leader in Business
Beth
Gaines
Delivering Exclusive Solu ons Globally
12. leader plays a vital role in every industry;
employees look up to them and get motivated.
Being a leader comes with many responsibilities,
including effective skills, trust, passion, and the
ability to always focus on the people.
In corporate society, we have always seen leadership roles
dominated by men. Additionally, no matter the responsibili-
ties of a position, the false narrative that a man will always
succeed to a higher level was prevalent.
Women in leadership were disrupting the global business
arena even while attaining varied responsibilities carried on
their shoulders and attaining them on a regular basis. By
breaking all the barriers and continuing to push the
envelope, Beth Gaines, one of the most admired Leaders in
Business, is standing out.
Beth Gaines is currently working with Dennemeyer as a
Head of IP Solutions - Americas, where she leverages her
expertise and experience to play a major part in the
recruitment and development of her team and colleagues.
Since her time with Dennemeyer, she has become a role
model to all, especially to the women of Dennemeyer who
are just starting their careers. Sharing her knowledge and
lessons learned from over 20 years of experience, she has
guided her team in achieving or excelling in their profes-
sional goals.
As a leader, she prioritizes listening to her team and
colleagues. She believes that an effective leader is one who
has the ability to listen and understand others. She states
that to be successful in the IP industry, attention to detail is
very important, as IP laws keep changing frequently.
So, let’s learn her story of success:
Becoming a woman in leadership never comes easy. It
comes along with a lot of personal and professional
responsibilities simultaneously. Similar was the experience
of Beth Gaines; at the age of 22, she made the most
significant job transition by joining the US Navy, which
provided her with the foundation for becoming an effective
leader. During that time, Beth was multitasking her
responsibilities by working full-time, pursuing her educa-
tion, and raising a child. Nevertheless, by successfully
utilizing her Naval Leadership training, Beth graduated in
2001.
As a paralegal, Beth shifted from general practice to
pharmaceutical Intellectual Property, where she also
completed her MBA in International Business and quickly
accepted her first leadership role at a small IP services
vendor. After three years in the role, Beth was recruited by
a competitor and relocated to Washington, DC, along with
her family. This finally led her to Dennemeyer, where
she began as a consultant before being hired full-time as the
Head of IP Solutions - Americas.
Dennemeyer’s Mission & Vision
Dennemeyer is a full-service IP solutions provider,
managing over three million IP rights for over 8,000
customers globally through more than 20 offices.
Dennemeyer has provided high-quality services for the
protection and maintenance of intellectual property rights
since 1962. They are dedicated to becoming the first-choice
partner for customers worldwide because they believe their
customers deserve the greatest representation wherever and
whenever they need to protect and successfully manage
their intellectual property portfolio.
Fundamentals of Effective Leader
An Effective Leader focuses on four core fundamentals:
Self-Awareness - Beth always wanted to be an effective
leader, and for that, she mentioned that “I consistently ask
my team for feedback on how I can do better because it is
important to seek constructive criticism and not be afraid of
it.”
A
,
,
I consistently ask my
team for feedback on
how I can do be er
because it is important
to seek construc ve
cri cism and not be
afraid of it.
13.
14. ,
,
The more awareness we generate in our industry, the
more we can break down barriers and empower young
women to join the IP industry.
15. Effective Listening Skills - “Intelligence speaks; wisdom
listens,” Beth’s previous mentor once told her, and this truly
defines a great leader. As a leader, Beth has become an
effective listener by paying close attention to what is being
said and listening intently for understanding before
responding.
Create a common vision to define the strategy - When
embarking on a change, decision, or new direction,
Beth feels it is vital for a leader to incorporate and deeply
evaluate diverse points of view. Obtaining a wide range of
perspectives is essential when leading a company in a new
direction.
Influence – Being influenced is fundamental to effective
leadership. Beth says, “Being comfortable persuading,
promoting, and delegating is essential. At the end of the
day, you cannot accomplish anything without being able to
influence the people around you, no matter their level
within the organization.”
Words of Expert
20+ years in the IP industry made Beth an invaluable
member of the Dennemeyer leadership team. Weekly,
monthly, and annual changes occur in intellectual property
law on a global scale. Dennemeyer renews patents,
trademarks, and designs in approximately 250 countries
around the world, which can be difficult to keep up with. As
a result, as country laws change and new laws are passed,
paying close attention to detail is critical. Everyone’s
success must draw on their skills and expertise in this niche
industry.
Gender Diversity at Dennemeyer
A diversified workspace and leadership team are highly
valued. Unfortunately, women continue to be
underrepresented in positions of leadership in IP. At
Dennmeyer, women make up over 60% of the global
workforce, and 70% of the US management team are
women. Dennemeyer has the potential to change as
businesses today still only promote only 87 women for
every 100 men. Beth claims that “I am committed to
mentoring young women and sharing how I have overcome
challenges in my career.” Furthermore, she urges that every
individual must recognize the persistent presence of the
proverbial glass ceiling. The more awareness, the lesser the
barriers to success.
Values at Dennemeyer
Dennemeyer’s leadership values of trust, respect, entrepre-
neurship, ownership, integrity and high-quality service
empower its people. Dennemeyer leadership is urged to set
a good example and empower their staff to work together as
a cohesive unit committed to service excellence in all parts
of IP as #OneDennemeyer.
Transformation in IP Management and Legal Sector
Implementing automation tools and technologies plays a
key role in enabling customers to make decisions on
demand. With these modifications, customers have quick
access and self-service management options for their IP, as
well as effective, single-click communication with
Dennemeyer.
Dennemeyer has already made significant progress in this
area with the online Portfolio Management App, but
converting its platform to a mobile app would be crucial to
keeping clients interested.
Gaines Goals
Beth Gaines’s career objectives are similar to those of the
majority of people. She hopes to grow in her current
position and eventually move to a more senior position
within Dennemeyer.
Advise to Aspirers
Beth advises that career growth doesn’t come easy, so
discouragement is not the answer. Remember that it is
substantially more difficult for a woman to advance, so if
you don’t succeed the first time, try again. Set goals for
yourself and communicate them with your management.
Request their feedback and input. Mid-year and yearly
reviews are excellent opportunities to hold this discussion,
but they are not the only opportunities to do so. Because not
everyone aspires to be a leader, don’t expect your boss to be
aware that this is your goal. Furthermore, keep in mind you
don’t need to be in a leadership role to lead.. Volunteer to be
the project leader with several contributors to develop
expertise. Finally, even if you are not in a position of
leadership, set a good example and always always be your
own advocate.
16. S
A
M
P
L
E
THE
INSPIRING THE BUSINESS WORLD
CI
Industry Manoeuvres
Strategies for Effec ve
Communica on as a
Women Leader in Business
Pg.No: 00
APRIL | Issue : 02 | 2023
Beth
Delivering Exclusive Solu ons Globally
The
10Most
Admired
Women
Leader in
Business
Beth Gaines
Head of IP Solu ons-
Americas
Dennemeyer
Global Narra ve
Inspiring Stories of
Leaders Who Have
Overcome Adversity
Pg.No: 00
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CIO
23. ife is full of ups and downs, and sometimes we all
Lface challenges and obstacles that seem
insurmountable. However, it is during these
difficult times that true leaders emerge. They find the
courage, determination, and resilience to overcome
adversity and achieve greatness.
Inspiring Stories of Leaders Who Have Overcome
Adversity, Adversity is a part of life. We all experience it at
some point in our lives. But it's how we deal with it that
defines us. Some people let adversity defeat them, while
others use it as a stepping stone to reach greater heights.
In today's world, women have achieved a lot in every walk
of life. From leading multinational corporations to winning
Nobel prizes, women have proved themselves in every
field. Women have come a long way in their journey to
achieving success in the business world. However, women
leaders still face a lot of challenges in their journey. They
have to overcome adversity to achieve their goals.
Here are some inspiring stories of women leaders who have
overcome adversity:
Oprah Winfrey
Oprah Winfrey is a household name when it comes to
inspiring women leaders. She is a media mogul, talk show
Inspiring
Storiesof
LeadersWho
haveOvercome
ADVERSITY
host, actress, producer, and philanthropist. Oprah was born
in poverty and faced a lot of challenges in her early years.
She was abused as a child and faced racism in her early
years. However, Oprah overcame all these challenges and
never gave up on her dreams.
Today, Oprah is one of the most successful women in the
world. She has her own television network, magazine, and
production company. Oprah is an inspiration to women all
over the world who face adversity in their journey.
Sheryl Sandberg
Sheryl Sandberg is the COO of Facebook and a bestselling
author. She is one of the most influential women in the
world. Sheryl faced a personal tragedy when her husband
died suddenly. However, she overcame this adversity and
continued to lead Facebook and inspire women all over the
world.
Sheryl is an advocate for women in the workplace and has
written a book called "Lean In," which encourages women
to take charge of their careers and overcome adversity.
Ginni Rometty
Ginni Rometty is the CEO of IBM, one of the largest
technology companies in the world.
www.thecioworld.com
April | 2023 21
24. -Adiba Tarade
She is the first woman to hold this position. Ginni faced a
lot of challenges in her journey, including discrimination
and sexism.
However, Ginni never gave up on her dreams and worked
hard to achieve her goals. Today, she is one of the most
influential women in the world and an inspiration to women
who face adversity in their journey.
Kiran Mazumdar-Shaw
Kiran Mazumdar-Shaw, the founder and CEO of Biocon
Limited, a biopharmaceutical company. Kiran started her
career as a brewer and microbiologist, but her passion for
science led her to start Biocon, which is now one of the
leading biopharmaceutical companies in India. Kiran faced
multiple challenges in her journey, including finding
funding for her venture and dealing with skepticism from
investors who didn't believe in her vision. However, she
persevered and built a successful business that has made
significant contributions to the healthcare industry.
Chanda Kochhar
Chanda Kochhar, who served as the CEO and MD of ICICI
Bank, one of India's largest banks. Chanda started her
career as a management trainee at ICICI and worked her
way up the ranks, overcoming gender biases and stereotypes
along the way. She became the first woman to head a major
Indian bank and was recognized for her contributions to the
banking industry. Despite facing allegations of impropriety
later in her career, Chanda's achievements as a woman
leader in the banking industry cannot be ignored.
These women leaders and many others like them serve as
powerful examples of what can be achieved through
determination, grit, and hard work. They show us that
success is possible, even in the face of adversity. But
beyond these individual stories, there is a common thread
that binds them together: the importance of resilience.
Resilience is the ability to bounce back from setbacks and
continue moving forward. It is a trait that is essential for
success in any field, particularly in business, where setbacks
and failures are inevitable. The stories of women leaders
who have overcome adversity remind us that resilience is
not something we are born with; it is something we can
cultivate and develop over time.
So, what can we learn from these inspiring stories of women
leaders? First and foremost, we can learn the importance of
perseverance. Success rarely comes easy, and setbacks are a
natural part of any journey. But by persevering through these
challenges, we can achieve our goals and become stronger in
the process.
Secondly, we can learn the importance of mentorship and
support. Many of these women leaders had mentors and
supporters who helped them along the way. By seeking out
guidance and support from others, we can learn from their
experiences and build a network of people who believe in us.
Finally, we can learn the importance of self-care.
Overcoming adversity requires a lot of mental and emotional
energy, and it is important to take care of ourselves in the
process. This can mean different things for different people,
whether it's getting enough sleep, exercising regularly,
practicing mindfulness, or seeking professional help when
needed.
Conclusion,
The stories of women leaders who have overcome adversity
serve as powerful reminders of what can be achieved
through resilience, perseverance and support. By learning
from their experiences and cultivating these traits within
ourselves, we can achieve our own goals and become leaders
in our own right.
www.thecioworld.com
April | 2023 22
25.
26. Ellen
Voie
Partnering the Globe with
Inclusive Leadership
Success has always been at the cradle of those who
believe in the inclusive development of society.
Starting from age-old transformation through
innovations and technological excellence to the business
leaders who scout for the blend of ethics and founding
principles, success has been reincarnating itself to those
who preserve inclusivity.
Standing on such an ethical standpoint, Ellen Voie came up
with the ultimate solution: Women In Trucking
Association—a non-profit organization. As the
organization’s President/CEO, Ellen has established a
promising platform for women to pursue their dreams of
making a career in the transportation business.
The Women In Trucking Association’s mission is to
encourage the employment of women in the trucking
industry, promote their accomplishments, and minimize the
obstacles faced by women working in the industry.
In an interview, we got an opportunity to learn more about
Ellen and her organization. She discussed her career path
and inspirations for founding the Women In Trucking
Association and much more.
The following are the excerpts from the interview:
Ellen, kindly tell our readers about yourself and your
professional journey so far.
I’ve been in the transportation industry most of my career.
While my original goal was to work in broadcast
journalism, I ended up at a steel fabricating plant after high
school where I was hired to do drafting. In high school, I
had experience in drafting and welding, so it was a perfect
fit for me. However, one day I was asked if I wanted to
move into the traffic department to help manage the
inbound shipments of raw materials and outbound
shipments of the material handling equipment.
We built racks and pallets in one plant, jacks in another, and
furnaces in our third facility. After a year as assistant traffic
manager and the completion of my diploma in Traffic &
Transportation Management, I was promoted to the position
of Traffic Manager. I stayed in this role until I married and
started my family when I began using my skills as a
freelance Transportation Consultant.
For eighteen years, I consulted with trucking companies in
central Wisconsin, keeping their trucks and drivers legal
and in compliance. During that time, I also completed my
bachelor’s and then master’s degrees in communication at
the University of Wisconsin in Stevens Point.
In 2000, I was hired by Trucker Buddy International, a pen
pal program where truck drivers send postcards to
elementary classes. I stayed there for six years until I was
recruited by a large midwestern carrier as Manager of
Recruiting and Retention Programs. Part of my job was to
find ways to attract and retain nontraditional groups, such as
women.
At the time, I was working on my private pilot’s license and
belonged to a group for women in aviation, and it occurred
to me that the trucking industry could benefit from a similar
organization. In 2007, I put together a board of directors
and completed the necessary documents to establish a non-
profit association, and the Women In Trucking Association,
Inc. was started.
Tell us about the Women In Trucking Association, its
mission, and its vision. What role did you play in
furthering the development and outreach of your firm?
The Women In Trucking Association is a non-profit trade
and professional organization with 7,000 members in ten
countries. Our mission is to encourage the employment of
women in the trucking industry, minimize the obstacles
they face, and celebrate their successes.
www.thecioworld.com
April | 2023 24
28. Basically, our goal is to see more women working in
transportation careers. As President and CEO, and founder,
I’ve been the visionary as well as the person leading the
team. In the beginning, we had one employee, but now we
have five employees and an association management firm
with seven more people supporting our operations.
Please brief us about the services and solutions offered
by your organizations.
We have many programs to support our mission. Recently,
we added a driver ambassador program with a trailer fitted
with a hands-on learning environment, including a
simulator. We have an Image Team with professional
women in the United States and Canada who speak with the
media, provide ride-alongs to elected officials and
regulators, and evaluate products.
We have a mentoring program for new drivers that allows
them to be matched with seasoned drivers, which is called
LeadHER Trucking. We’re also establishing chapters for
regional or local networking opportunities for our members.
We have an annual conference which will be in November
in Dallas, Texas.
One of our goals is to be a resource to the industry, so we
partner with numerous research entities to better understand
how to attract and retain female drivers as well as in other
roles in transportation. In an effort to reach the next
generation, we created Clare, the truck driver doll, and
we learned the Girl Scouts didn’t have a patch for
transportation, so we created that as well.
We provide the patch and the curriculum, along with an
activity book that explains how the grain from the field is
shipped to the bakery in a truck, then to packaging and
warehousing, and finally to the consumer. On our website,
you will find many resources, such as a driver portal to help
drivers find answers to their questions involving everything
from choosing a school or a career to how to stay healthy
on the road. Our communication to our members includes a
weekly e-newsletter, three times annually print publication
called Redefining the Road, and our social media outlets,
which reach over 90,000 people.
What motivated you to enter the truck transportation
space?
As I mentioned, I was asked if I wanted to make a transition
to the traffic (shipping) department, and after earning a
diploma in Traffic & Transportation from LaSalle Extension
University, I had the skills and knowledge to further my
career.
Our mission is to encourage the
employment of women in the trucking
industry, minimize the obstacles they
face, and celebrate their successes.
www.thecioworld.com
April | 2023 26
29. Ironically, my goal to work in broadcasting has been
realized as well, as I have a weekly program on SiriusXM’s
trucking channel 146.
Please share the process to join the Women In Trucking
Association. What are the major benefits one can get
from becoming a member?
As a hybrid trade and professional organization, we have
both individual and corporate members. As an individual, a
member has access to many of our services, such as our
online social media platform and archived webinars. We
also offer many events that our members are invited to
attend for networking and learning opportunities.
Corporate members have access to all of our white papers
and research results, as well as exposure to our members,
including the use of our logo in their advertising. We also
invite our corporate members to submit content for our
website and publication, present a webinar or as a guest on
my radio show.
In your view, how is modern technology enabling
today’s transportation business? And what are the
different technology solutions your organization has
implemented within its operations and services?
As an association spread across the country via our remote
offices, we rely on technology to not only work together as
a team but to keep our members informed and to hold
meetings with our board of directors.
We use technology to keep our website engaging and
interactive for our members and potential members. One
recent purchase was a program to monitor our social media
content and its effect on encouraging membership and
support.
According to you, what are the challenges women are
still facing across the transportation professions? And
what suggestions do you have to tackle them?
The trucking industry is still a predominantly male
environment, so our goal includes empowering and
supporting all women working in transportation. The
biggest challenge we face is that women often don’t picture
themselves in these careers.
We share our members’ stories so we can talk about these
successful and accomplished women. We have many
recognition programs, from our member of the month to our
annual driver of the year, Distinguished Woman in
Logistics, and Influential Woman in Trucking.
By sharing their roles and career advancement, we can
prompt women outside of our industry to consider joining
us.
What are the biggest challenges that you have faced and
the most important lessons that you have learned in
your professional journey so far?
The pandemic affected our association in numerous ways.
First, companies had to consider whether their dues were
effective in advancing women in their organizations, or they
declined to join or renew. We had to stay relevant and offer
the resources they needed to make it through troubling
times. We had to pivot from an in-person conference in
2020 to a virtual event.
However, this prompted us to continue to offer a virtual
component in addition to our in-person conference in
subsequent years. We all learned to rely on technology to
keep our association in front of our members and potential
members.
What advice do you have for entrepreneurs who want to
make a career in the truck transportation business?
First, I would tell anyone who is looking at careers in
trucking to ask a lot of questions. Be sure to do your
homework. Even the role of professional driver has dozens
of options, from the type of freight you’re hauling to the
equipment you’re driving and the areas of the country
you’ll be working.
For women looking at roles inside the carrier’s terminal, be
sure to check the company’s gender diversity initiatives to
determine if they are truly supportive of women. Ask
questions and do your homework. Make sure you know
what you are getting into, regardless of the position.
Where do you see yourself in the future? Also, how do
you envision scaling your organization’s operations in
the coming years?
I have already announced my retirement in the coming year,
so my immediate plans are to find my replacement. Once
the new CEO is in place, I will stay connected in a limited
way, perhaps continuing to speak and write on behalf of the
organization.
www.thecioworld.com
April | 2023 27
31. s women continue to break through the glass ceiling
and take on leadership roles in the business world,
effective communication has become an essential
skill to master. Whether you’re leading a team, presenting
to stakeholders, or negotiating with clients, the ability to
communicate effectively can make or break your success as
a leader.
Despite significant progress in gender equality, women still
face unique communication challenges in the workplace,
including overcoming implicit biases, navigating complex
power dynamics, and finding their voice in male-dominated
spaces. However, with the right strategies, women can
effectively communicate their ideas, build strong
relationships, and achieve their career goals.
In this article, we’ll explore some strategies for effective
communication as a woman leader in business. From
understanding your communication style to building
relationships and navigating difficult conversations,
A these tips will help you communicate with confidence and
authority.
Understand Your Communication Style
The first step in effective communication is understanding
your communication style. Everyone has a unique way of
communicating, and knowing yours can help you tailor
your message to your audience.
Start by reflecting on your past communication experiences.
What worked, what didn’t, and how did you feel? Consider
taking a personality assessment like Myers-Briggs or DISC
to better understand your natural communication style.
Once you have a better understanding of your style, you can
adjust your communication to better connect with others.
For example, if you tend to be direct and to the point, you
may need to practice being more empathetic and asking
open-ended questions to build rapport with your team.
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April | 2023 29
32. Build Relationships
Effective communication is all about building relationships. As
a leader, it’s your job to connect with your team, understand
their needs and concerns, and communicate in a way that
resonates with them.
To build strong relationships with your team, make time for
one-on-one conversations, listen actively, and show empathy.
Ask questions and encourage feedback, and be willing to share
your own experiences and challenges.
Beyond your team, building relationships with stakeholders,
clients, and industry peers is also critical. Attend networking
events, engage on social media, and seek out mentorship
opportunities to expand your network and build your
reputation as a thought leader in your field.
Practice Active Listening
One of the most important aspects of effective communication
is active listening. Active listening means fully engaging with
the person speaking, paying attention to verbal and nonverbal
cues, and responding in a way that shows you understand their
message.
To practice active listening, make eye contact, avoid
distractions, and repeat back what you’ve heard to ensure you
understand the message. Ask clarifying questions and avoid
interrupting or dismissing the speaker’s perspective.
Active listening not only helps you build better relationships,
but it can also help you avoid miscommunications and
conflicts that can arise from not fully understanding someone’s
message.
Be Confident
As a woman leader in a male-dominated industry, it’s
important to communicate with confidence and authority. This
means speaking clearly and purposefully, using strong body
language, and avoiding language that undermines your
authority.
Avoid using words like “Just” or “Sorry,” which can weaken
your message, and instead use language that communicates
confidence and assertiveness. Practice speaking in front of a
mirror or recording yourself to identify areas where you can
improve.
Navigate Difficult Conversations
As a leader, you’ll inevitably have to navigate difficult
conversations, whether it’s giving constructive feedback,
addressing conflict, or negotiating with clients. The key to
successful communication in these situations is to stay
calm, listen actively, and be empathetic.
Start by setting the tone for the conversation by
acknowledging the other person’s perspective and
expressing your desire to find a resolution. Avoid getting
defensive or aggressive, and instead, focus on finding
common ground and working together to find a solution.
Communicate Strategically
Effective communication is not just about what you say but
also how you say it. Women leaders should be strategic in
their communication, tailoring their message to their
audience and using language that resonates with them.
They should also be mindful of their tone, avoiding
language that is too aggressive or too passive.
Overcome Implicit Bias
Implicit bias can be a significant barrier to effective
communication for women leaders. To overcome implicit
bias, women leaders should be aware of their own biases,
as well as the biases of others. They should also focus on
building credibility and establishing a track record of
success, which can help to dispel negative stereotypes.
Find Your Voice
Finally, women leaders need to find their voice and use it
confidently. This means being clear about their goals and
values, advocating for themselves and their ideas, and
standing up for what they believe in. Women leaders can
also benefit from seeking out public speaking
opportunities, which can help to build confidence and
establish credibility.
Conclusion
Effective communication is a critical skill for any leader,
especially for women leaders in business. By
understanding your communication style, building
relationships, practicing active listening, communicating
with confidence, and navigating difficult conversations,
you can communicate with authority and achieve your
goals as a leader.
-Adiba Tarade
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April | 2023 30
38. he cosmetics and the fitness industry both have one
similarity – the feeling of looking good.
A person’s appearance and skin health affects so much
more han just how others perceive them. It also impacts
t
mood, onfidence, and mental wellbeing. A new study
c
found that xercise reduces symptoms of anxiety and
e
depression as ell as body dissatisfaction among both men
w
and women. oth these industries are immensely
B
competitive. This utthroat nature has led to the rise of
c
several micro-niches, aking space for transformative
m
innovation.
Nova Jane Ward, the Founder and Principal CEO of
Fitcover—a revolutionary makeup brand—set a prominent
example of this innovation when she discovered a lack of
dedicated makeup products for gym-goers and fitness
enthusiasts.
In the following interview, Nova Jane takes us through
Fitcover’s journey, its range of innovative products, and her
vision for scaling the company in 2021.
Below are the highlights of the interview:
Give us a brief overview of your journey as the Founder
and Principal CEO of Fitcover and tell us what inspired
you to venture into the Health, Wellness, and Fitness
space.
I always had a love for sport and fitness my entire life,
however, I struggled with bad skin and felt self-conscious
about training barefaced at the gym. My bad acne
controlled my confidence so much that I didn’t want to
leave the house without covering my face, and knew that if
I was going through this, other girls out there were too.
Innovating Makeup that Empowers You
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April | 2023 36
39. Our vision is
to live, look
and feel a
healthy active
lifestyle.
40. During this time, I could not find a
product specifically for training and
sweating that could cover my acne
in the gym whilst not clogging up
my pores and aggravating my acne
even more. I saw this gap in the
makeup and fitness industry and so
in 2017 (when I was pregnant), I
needed to talk to someone and bring
this product out myself. Starting to have a family was the
perfect time to stop wasting time and take life seriously and
so I took the plunge and created Fitcover. Now in nearly
four years in the market, Fitcover has already achieved
remarkable business growth driven by its very niche
marketing strategy and loyal following among fitness lovers
and professionals, not just in Australia, but globally.
Tell us more about Fitcover, its vision, and
the key aspects of its stronghold in the
skincare niche.
Fitcover is revolutionising the fitness and
makeup industry with the first-ever
Australian-made 100% natural, vegan,
cruelty-free mineral makeup specifically
designed to withstand the most intense sweat-
a-thon, perfect for gym-goers, fitness
enthusiasts, and just everyday active people.
Fitcover is made through a careful selection
of natural ingredients such as Zinc Oxide,
Vitamin E, and Olive Squalene created in a
unique formula designed to accompany any
woman’s active lifestyle. Our best-selling
active mineral foundation is specially formulated to be
sweat-resistant, waterproof, hypoallergenic, and free of
poreclogging ingredients.
The formula is also potent with anti-aging benefits and has
an all-natural SPF 15+ to keep the skin hydrated and
protected. Our Vision is to live, look and feel a healthy
active lifestyle, and this is integrated into everything we do.
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April | 2023 38
41. From a leadership perspective, what is your opinion on
the impact of the pandemic on the global Health,
Wellness & Fitness sector?
The pandemic has no doubt affected and put a strain on all
industries including ours. However, if anything else, it’s
that these industries have become leading ones now that
people understand the importance of prioritising our health,
wellness, and fitness during lockdowns to keep us sane. We
are lucky that fitness will always play an important role in
people’s lives so Fitcover must stay true to what it does best
which is revolutionising the fitness and makeup industry.
What is your opinion on the necessity for skincare
companies to align their offerings with newer
technological developments, especially when it comes to
catering to the ever-evolving customer preferences?
We live in a world that’s oversaturated with brands and
product offerings, and so to stay alive I believe that all
businesses need to be innovative to find the gaps missing in
the market that they could potentially fill. I certainly saw a
gap in the market for a product like Fitcover and we are
continuing to assess our ingredients and product
performance to stay ahead of competitors.
What efforts did you and your team at Fitcover took
during the pandemic to sustain operations and ensure
the safety of your employees at the same time?
We are lucky that in 2021, e-commerce businesses are the
way of today and the future. People are time-poor and don’t
have time to shop for their everyday foundation so a click
of a button will satisfy them more. For us to sustain
operations and ensure the safety of our employees during
the pandemic.
It really was all about communicating with customers and
reminding them how important it is to feel confident with
your skin and continue a fitness routine even in a pandemic
lockdown. We also ran multiple ad campaigns on social
media to keep our brand top of mind.
If given a chance, what is the one thing that you would
change about the Health, Wellness & Fitness ecosystem
in Australia?
If given a chance, I would change the images portrayed
(especially on social media) that health, wellness, and
fitness look like a particular body shape. We want to
empower people that health, wellness, fitness, and beauty is
not an image, it’s a feeling of being confident and energetic
in your own skin.
As an established leader, what would be your advice to
the budding entrepreneurs aspiring to venture into the
skincare space?
I would say to others that if your mindset is not in the right
place, you will not succeed. I invest in professional
coaching and mindset training to ensure I am always
backing myself up with the business decisions I have made
in the past and will make in the future. Venturing into the
skincare space is difficult when there are already so many
product offerings, so what will you bring that’s different
from others?
In your opinion, what could be the future of the Health,
Wellness & Fitness sector post the pandemic? And how
are you strategizing your organization’s operations for
the future?
One thing that has seen the spotlight during the pandemic is
the need to look after ourselves and the planet. People are
becoming more and more conscious of the environmental
impacts they have on an individual level as well as
supporting businesses that are eco-friendly. Fitcover is so
excited to have entered the eco-friendly space recently
launching our Active Mineral Powder Foundation Bio Refill
Pouch. We want to continue thinking of innovative ways of
decreasing our footprint on the planet and making a positive
difference to play our part.
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April | 2023 39
42. We need to accept that we won’t
always make the right decisions,
that we’ll screw up royally
sometimes – understanding that
failure is not the opposite of
success, it’s part of success.
- Arianna Huffington
