Earlier in the year, the IMAA launched its Female Leaders of Tomorrow programme as part of its commitment to fostering long-term diversity and inclusivity across independent media agencies nationally.
The six-month IMAA programme aims to create a support network between accomplished industry leaders and their mentees by matching senior staff with up-and-coming women in indie media agencies for knowledge-sharing and professional development opportunities.
One of the IMAA mentors involved in the programme is Gaye Steel, marketing and content director consultant and academic lecturer at Torrens University Australia.
What’s the most important/best piece of advice you’ve received during your career?
“The most valuable piece of advice I’ve received in my career is to embrace change. Change is constant in the business world, and it’s essential to adapt and innovate to stay competitive. This advice has guided me to be open to new ideas, technologies, and approaches, not only in marketing initiatives and campaigns but also in broader aspects of business strategy. It has enabled me to navigate through various industry shifts and lead teams effectively by emphasising the importance of communication, empathy, and a shared vision for the future.”
Who do you look up to in business and why?
“One Australian female leader I deeply admire is Gail Kelly, the former CEO of Westpac Banking Corporation. Gail’s remarkable journey from starting as a teller to becoming the first female CEO of a major Australian bank is nothing short of inspirational. Her leadership was characterised by a strong commitment to diversity and inclusion, and she actively promoted gender equality within the organisation. Gail’s leadership style, marked by humility, authenticity, and a genuine concern for her employees and customers, left a lasting impact on me. She emphasised the importance of balancing professional success with a fulfilling personal life and encouraged others to do the same. Gail Kelly’s story serves as a testament to what can be achieved through dedication, resilience, and a commitment to positive change in the business world. A good read Live, Lead and Learn by Gail Kelly.”
Did you have a mentor, and what did they teach you?
“Yes, I was fortunate to have a mentor early in my career. My mentor taught me right from the start the value of strategic thinking and the importance of understanding the broader business context in marketing decisions. They emphasised the significance of a growth mindset and continuous learning, and encouraged me to seek diverse perspectives, which helped shape my marketing approach into a more holistic and effective one.”
What does mentoring mean to you, and why is mentoring important?
“Mentoring is a profound partnership that involves guiding, inspiring, and nurturing an individual’s personal and professional growth. It’s about sharing knowledge, experiences, and insights to help others achieve their goals. Mentoring is crucial because it accelerates learning, builds confidence, and fosters a sense of community. It plays a pivotal role in empowering individuals to reach their full potential and contributes to the growth of industries and organisations.”
Why is it important to have more women leaders in the industry?
“Having more women leaders in the industry is crucial for several reasons. First, diversity in leadership brings a broader range of perspectives, creativity, and problem-solving approaches. Second, it inspires and empowers the next generation of women to pursue leadership roles, fostering a more balanced and equitable industry. Lastly, gender diversity at the top promotes innovation and better reflects the diverse customer base that businesses serve, leading to more inclusive and successful organisations.”
What’s on your business reading and podcast list?
“I’m an avid reader and podcast listener, and I find both mediums valuable for staying updated and inspired. Currently, some of the books on my reading list include Atomic Habits, which is great for adopting good habits, and IKIGAI, which offers some neat insights with its four rules. I’m also revisiting This is Marketing by Seth Godin.
When it comes to podcasts, a couple of my favourites include The ABC News Daily and Quick Smart. I’m also a fan of Unmade, which is a podcast focused on media and marketing by Tim Burrowes. Additionally, I cherry-pick episodes from The CMO Show, which provides fascinating insights and experiences from top marketing executives.”
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See Also: IMAA Female Leaders of Tomorrow Mentors: ARN’s Lauren Joyce