Eighteen years ago, I began my journey at Initiative as a Media Executive working on the Henkel account—young, eager, and determined to explore the fast-paced world of communications. What began as an entry-level role soon evolved into a long-term professional path shaped by curiosity, continuous learning, and the remarkable people who influenced me along the way. Today, as General Manager, I look back with gratitude for the experiences, teams, and opportunities that have defined my career.

My interest in the industry began during my university years. A professor who taught communication strategy—previously at Leo Burnett—spoke about advertising with such passion that it sparked something in me. Initially, I imagined myself pursuing the creative side of the business. However, when an opportunity in media presented itself, I discovered a dimension that fascinated me even more: audience insight, strategic thinking, and the analytical understanding of why people respond the way they do. That intersection of data, behaviour, and strategy ultimately drew me in and has kept me engaged throughout my career.

Over the years, I have had the privilege of working with a wide range of brands across industries, each bringing new challenges and valuable learning experiences that shaped me both strategically and as a leader. One of the achievements I am most proud of is growing within the same organisation where I began. Progressing from Media Executive to General Manager over 18 years reflects not only commitment and adaptability, but also the trust built between myself and the teams I have worked alongside.

Equally meaningful has been my role in developing talent. Watching people grow, build confidence, and step into leadership roles is one of the most rewarding aspects of my work.

The values that guide my leadership are simple but deeply rooted: staying calm, leading with empathy, and communicating clearly.

The media industry moves quickly, often placing leaders in demanding situations. Early in my career, I had a mentor who embodied these qualities. She remained composed during challenging moments, approached situations with empathy, and communicated with clarity and intention. Observing her taught me that emotional intelligence and thoughtful communication are just as important as technical expertise when building strong teams and lasting relationships.

These values strongly connect with the philosophy of “Give to Gain.” Throughout my career, I have seen how investing in people—whether through mentorship, sharing knowledge, or simply listening—creates stronger outcomes for everyone. When you support someone through a challenge or celebrate their growth, you contribute not only to their development but also to the strength and culture of the organisation. Leadership, to me, is about creating opportunities for others to thrive.

Supporting women in the workplace is something I care deeply about. Like many working mothers, one of my most significant challenges came after having my first child, when I had to navigate the balance between motherhood and career ambitions. That balance continues to evolve, but it taught me the importance of prioritisation, flexibility, and staying connected to what truly motivates me. My guiding mindset has always been simple: do what you love or learn to love what you do. Passion is what sustains resilience during the busiest and most demanding periods of life.

International Women’s Day holds personal significance for me—not only as a moment to celebrate women’s achievements, but also because it falls in my birthday month, which makes it feel even more special. Over the years, I have created a small tradition of sharing appreciation notes or gifts with colleagues and friends. It is a simple gesture, but one that reflects my belief in recognising and uplifting the women around us.

To the next generation of women entering this industry, my advice is to stay curious, trust your voice, and embrace every opportunity to learn. This industry evolves rapidly, and those who remain open, adaptable, and eager to grow will always find ways to succeed.

Most importantly, support one another. Celebrate each other’s successes, offer help when it is needed, and rise together—because when women support one another, we strengthen our teams, our industry, and the opportunities for those who follow.