What happens when we bring together 13 of Brazil's greatest marketing leaders to discuss their learnings and references? A very rich content full of learning. Check out our conversation with Brazil's top female leaders!
1: What's the main thing you've learned/challenged about being a woman and reaching a leadership position?
Patricia Macedo, CMO at Kimberly-Clark
It's important to always connect with companies that share your personal values. It makes things flow! At KC I have the opportunity to experience the values of responsibility, authenticity, care and innovation.
Something I really connect with and believe in.
I also understand that learning comes from the journey and the connections. After all, a career is a marathon, not a 100m race. No matter how many sprints you have, consistency and cadence are fundamental.
We learn every day from the most diverse people through our interactions. Many of the great ideas and achievements of my career have come from these intersections and constant exchanges.
Gabi Onofre, CMO at Unico
The main thing I learned is that you can achieve everything you want, just not everything at the same time. I also understood the importance of connections in women's support networks, and the power of references, I had bosses and women leaders as references. We want what we see!
Lilian Cruz, founder of Ambidestro
My advice to women is to be authentic. Stay connected to your values and true to your essence.
If your environment doesn't accept you, it's a sign that you're in the wrong place. When your thoughts, feelings and actions are in harmony, you'll know you're in the right place!
Viviani Moia, CMO of Rappi Bank
I don't need to masculinize myself or behave like a man to get where I want to go. I don't need to be tough, I can be human and use my sensitivity to bring different points of view to the company that might not be discussed if only men were there.
Viviani Tacila, founder of Bistro Estratégia
I believe that one of the most difficult but at the same time pleasurable discoveries is that we don't need to bring aggression into management in order to be "on a par" with men; by doing so, we lose the chance to use our identity in decisions and management, marking our difference.
Leticia Guilhermino, CMO of Rede Enxuto
The main lesson is to do my best, not expecting any recognition. Do it because I love what I do and recognition is a consequence. Sometimes it doesn't come from our immediate superior, but the market never fails.
Priscila Salles, CMO of Banco Inter
That male/female is not synonymous with competence. To reach a leadership or executive position, you have to ignore and be able to deal with any prejudice. You have to be a protagonist. I, for one, have never suffered any kind of prejudice. Perhaps it's because I'm lucky to have good people around me. But also because I believe that we are equal and potentially just as competent as anyone else.
Flavia Drummond, CMO at Multilaser
It is possible to position yourself with empathy and authenticity. Instead of being intimidated by hostility, we can bring about change and create an increasingly better environment in organizations.
Mariana Stanisci, CMO at Nutrien
In my 25-year career, the context has changed a lot for women in the corporate world. I've seen and experienced undeniable progress: I've had fewer examples and inspirations of female leadership than those starting their careers today. I believe that, guided by the corporate scene in the early 1990s, I molded a working style that contained certain aspects of my personality to suit me. As I climbed the corporate ladder, I felt stronger to be more authentic. I would say that I needed to prove myself - to myself and to others - before I transformed.
Natalia Zimerfeld, CMO at Capgemini
The women of my generation learned that they needed to be independent and self-sufficient. It was always normal to see women working independently in companies, building their careers alone, with a lot of effort and dedication, at most risking partnerships with one or other male colleague.
For me, the main thing I've learned in my more than 25 years in the Marketing area of large multinationals has been to realize the power of female partnership and how much it can help us in life and in our careers. What we now call "sorority" was the great "insight" I had a few years ago: recognizing the importance of building a network of exchange, support and mentoring with women has made all the difference in my personal and professional life.
I've realized that we're all different, but somehow we go through similar experiences, suffer the same dilemmas and face similar moments in life. I've learned that female power lies in the fact that we all have an instinctive talent, which is personal interaction, aggregating, supporting other people, teaching, so I'm using and abusing this and seeing wonderful new doors opening up.
Dani Sardenberg, Santander's Marketing Superintendent
You have to discover your own way of leading, based on your values and your history. The most obvious or usual leadership styles aren't always the ones that work best for us.
Tatiana Rocha, Head of Branding at Localiza
I learned that we need to be insistent and create spaces even where there are outdated beliefs. And that we need to do this collectively. Because it's still very common for individual women to be told: oh, she's good technically - and we often have to be the best to be recognized - but she's not political, she can't take the pressure, she's not a showman, she doesn't clash, she's not part of the "group". As if that were the only way. But when a group of women support each other and make their way up to executive positions together, they begin to create other references and show the organization that there are other possible attitudes to leadership, contributing to the company's results and inspiring others.
Graciela Mognol, CMO at Syngenta Seeds
The main thing I learned - never give up! Even if sometimes I was sure I didn't have all the qualifications for the job, I went out there and applied and it always worked, you know why? Most of the time we women strive for perfection and the real world isn't made of it, so get out there and put your face on!!!
Claudia Muchaluat, Head of Strategy at IBM
UNDERSTAND THAT GROWTH AND COMFORT DON'T COEXIST. I've taken risks in all the changes I've made throughout my career. But getting out of my comfort zone has made me learn a lot. I've often dealt with subjects I didn't know in depth. You have to recognize your lack of knowledge, surround yourself with the right people (you have to have a circle of trust) and BE A LIFELONG LEARNER.
Knowing that we need to study and learn every day - having the humility to recognize what we don't know and learn. This is growth mindset, we are constantly evolving, we don't have the answer to everything! The anti-fragile leader focuses on self-knowledge and emotional intelligence, knows how to recognize their strengths and where they need to improve. And when we enter the journey of accepting our imperfections... WOW, the feeling is one of FREEDOM! Having the humility to recognize that you don't know everything and yet having the courage to accept new challenges opens up possibilities and creates a mindset of abundance.
Ana Paula Rodrigues, CMO at Magalu
Stay relevant at all times, knowing that you are an example to other women, regardless of your position.
2: If you could give one piece of advice to women who are inspired by you and your career, what would it be?
Patricia Macedo, CMO at Kimberly-Clark
Be curious, use your senses (all of them, even the sixth: intuition!) and always exercise exchange. Learning comes from observation, active listening and exchange. In my marketing career, I can say that this has been fundamental.
Gabi Onofre, CMO at Unico
Always deliver strong results, take your place at the table and know what is relevant for you to be happy as a person and a professional, and don't give it up.
Lilian Cruz, founder of Ambidestro
A great learning experience was forming a support network with other women. My colleagues (peers, leaders, teams) who became great friends, were always very supportive, especially when I went through difficult periods both professionally and personally.
They say that women's environments can be very competitive - but it is possible to build relationships of trust and unity, which are elements that strengthen the group as a whole.
Viviani Moia, CMO of Rappi Bank
Don't let anyone put you in a place you don't want to be. It's up to you which chair you choose to sit in.
Viviani Tacila, founder of Bistrô Estratégia
Know how to separate the wheat from the chaff. My advice is to study, work and win real cases. Make sure that what you are saying and doing is well-founded and coherent. The market is becoming too superficial and ensuring depth puts you ahead of shallow attitudes and professionals, generating powerful and real prominence.
Leticia Guilhermino, CMO of Rede Enxuto
Study a lot, observe a lot, listen a lot and never confuse resilience with omission.
Priscila Salles, CMO of Banco Inter
Be the protagonist of your career, your space, your personal life. Don't expect anything from others. Do what you believe in, what you think is right. Aim for the good, for yourself and for others.
Flavia Drummond, CMO at Multilaser
Attitude and commitment are the keys to success. Of course, knowledge is essential - but you can always learn. So let's go for it and make it happen.
Mariana Stanisci, CMO at Nutrien
Interpret the feedback you receive through the filter of who you are and where you want to go. Leverage your strengths, don't worry about being good at everything and focus on what you are great at and where you can make a difference. Discover your superpower.
Natalia Zimerfeld, CMO at Capgemini
Actually, there are two pieces of advice. The first of them, there's no way around it: "be passionate about what you do." "Professional fulfillment" is not a goal, it's part of the journey. We have to seek this fulfillment every day. Professional life demands a lot of dedication, many choices and even sacrifices. If you're not doing what you genuinely enjoy, there's no point. Secondly: being vulnerable is not a weakness, it doesn't diminish you. Quite the opposite, it creates opportunities for deep bonds with other people, places you as "flesh and blood people" and opens doors to solutions that were perhaps unimaginable before. Allow yourself to be vulnerable.
Dani Sardenberg, Santander's Marketing Superintendent
You have to have the courage to go your own way and make your own choices, whatever they may be. Don't let someone else's doubt shake your courage.
Tatiana Rocha, Head of Branding at Localiza
Collaborate with each other. Support each other, help each other, create an avenue for everyone to walk together, don't make individual paths. The corporate world still lacks female references so that it can normalize women in leadership (we are still less than 9% in Brazil). Be resilient!
Graciela Mognol, CMO at Syngenta Seeds
Keep up to date, study, network, ask for help and allow yourself to be helped, especially women helping women! A woman's place is wherever she wants to be!
Claudia Muchaluat, Head of Strategy at IBM
BE VOCAL AND TAKE RISKS!
I realize that many women only apply for a position when they believe they have almost all the necessary skills. Whereas men take more risks and apply even if they have less than what is expected. In an age where the only certainty is change, one of the key skills for growth is how to learn quickly and adjust. What's more, women tend to think it's not necessary to say what they want, what position they're aiming for, putting all the responsibility for the process of "being chosen" on the decision-maker, assuming it's clear to the decision-maker how much they want the position. We need to do our part!
Ana Paula Rodrigues, CMO at Magalu
Develop self-knowledge, know what your strengths and weaknesses are, study hard, be authentic, listen to your intuition and have sorority.
3: Tell us about a female personality who always inspires you and why?
Patricia Macedo, CMO at Kimberly-Clark
My references come very much by example! I learned a lot from the women in my family. They were always fighters, dreamers and, above all, achievers. They taught me that there is no harvest without sowing, and that you win by playing.
Gabi Onofre, CMO at Unico
Malala Yousafzai was not afraid to put her life at risk to fight for the right to equal access to education for all genders, fighting against a backward culture. For her courage, for being vocal and inspiring millions and for fighting for something that for me has the greatest power to transform, which is education.
Lilian Cruz, founder of Ambidestro
Fleeing a little from great executives, entrepreneurs or authors, a great inspiration for me was Hebe. Her attitude, authenticity and irreverence are remarkable and admirable characteristics (also in the corporate and business environment). She always defended causes that were aligned with her beliefs, respecting all people, regardless of their social or cultural level. Courage and intuition were also virtues that guided her words and decisions.
Viviani Moia, CMO of Rappi Bank
Michele Obama!
Viviani Tacila, founder of Bistro Estratégia
Gabriela Prioli: for me she inspires women who have their strength, fragility, futility, professionalism, vanity, intelligence, critical sense and clear positioning in a single person. She turns her authentic career and her way of seeing the world into a way of making money and multiplies it strategically without losing coherence
Monique Evelle: a powerful black female voice who has challenged the way we think and act about information. An entrepreneur, she has turned her professional career into a way of revealing her critical stance towards the world, but is also active in transforming it
Leticia Guilhermino, CMO of Rede Enxuto
Ever since I first heard a speech by Rachel O. Maia, I've been impressed by the way she positions herself. She is a living example that we can get "there" regardless of difficulties or limitations. A truly inspiring woman.
Priscila Salles, CMO of Banco Inter
Anne Frank, Kathrine Switzer, Angela Merkel, Michele Obama, J.K. Rowling. I think there are (or were) many incredible women. Each in her own time, in her own way, with her own leading role. What they all have in common is the fact that they made their own way, opened up their own space and conquered their own dreams.
Flavia Drummond, CMO at Multilaser
Throughout my career, I've had the opportunity to work with incredible and inspiring women, and here I pay tribute to Maristella Cartafina and Anelise Nascente - two wonderful leaders!
And joining the #NobelforMilena campaign 
Tribute to Milena Mari
Mariana Stanisci, CMO at Nutrien
Michele Obama, for the strength she uses to transform the world without ceasing to be herself and for the balance she has managed to achieve in carrying out her professional duties and being a genuine, interested and enjoyable presence in her family's routine.
Natalia Zimerfeld, CMO at Capgemini
Ruth Bader Ginsburg is an icon for me. Far beyond her work for gender equality and women's rights, which led her to become the second woman on the US Supreme Court, Ruth has inspired me by her perseverance and obstinacy since the beginning of her career, as one of the only female law students at Harvard and Columbia. In an extremely macho environment, she never let the "no's" she received get her down and showed that knowledge, talent and passion for what you do are the basis of everything. She also managed to combine a partnership marriage and raising a daughter with a successful career. Admirable.
Dani Sardenberg, Santander's Marketing Superintendent
My inspiration doesn't usually come from distant personalities. My inspiration and example comes from the incredible women who are part of my life. For example, I'll never forget my first manager, Jane Rezende, and how her strength and approachability have influenced and continue to influence my career to this day.
Tatiana Rocha, Head of Branding at Localiza
Kathrine Switzer, the first woman to take part in the Boston Marathon in 1967, when it was believed that women were too fragile to run so many miles. The images of people trying to stop her from running always touch me very much.
PS: she finished the race in 4h20 and has dedicated her life to proving and encouraging women to take part in running and walking.
Graciela Mognol, CMO at Syngenta Seeds
Ever since I was a child, my biggest inspiration was my mother, who never stopped at saying: hold your head up high and fight for your place in the business world! She knew very well that she needed to prepare me for a very masculine world, especially since I chose to study agronomy!
Claudia Muchaluat, Head of Strategy at IBM
There are so many AMAZING women that I'm going to choose the female protagonist of a movie I love called "THE LAST WORD" and it has a message that inspires me so much. "It's never too late to rewrite your life and build a legacy to be proud of". Have a good journey everyone!!!
Ana Paula Rodrigues, CMO at Magalu
Many women inspire me, but I would like to highlight my mother, Sônia, who was responsible for shaping my moral and ethical foundation; and Luiza Helena, an example of an executive who broke barriers in a primarily male market.
