Women in marketing – a dialogue on gender and leadership

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According to 2019 data from PNAD – National Household Sample Survey , the Brazilian population is made up of 51.8% women. This was the last population survey conducted by IBGE. Therefore, it is the most current data, although certainly outdated.

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In 2019, a study by Bain & Company in partnership with Linkedin reached the figure of 3% of women in Brazil occupying leadership positions in a survey that also questioned about inclusion actions and measures as a priority issue within the gender equality debate.

Little progress has been made since then. Unfortunately, some regression can even be seen in light of some current data. For example, a study by B3, published in Forbes magazine in October 2021, indicates that in 61% of the companies listed on the São Paulo stock exchange, none of them have a single woman in the executive body.

However, in November 2021, Veja magazine published whatsapp mexico number an article in the economics section stating that 1% of CEOs of companies listed on the Brazilian stock exchange are women. This same publication contains information about a study by Heidrick & Struggles, which states that this rate is six times lower than the global rate.

When we segment women within the entire female plurality that exists, there are rates that go down to 0%. For example, indigenous, black, transgender and transvestite women have even less space in the female corporate universe. Especially when it comes to leadership positions.

Women in Marketing – Gender and Leadership
Given this limited data and the broad debate on gender equality, which is increasingly gaining ground in society and the media, Rosiane Carducci, PMO at Blitz, considers it “extremely important to have gender parity in leadership positions, both in the public and private sectors, as well as the fight for salary parity.”

A study by DDI and The Conference Board published in Forbes magazine presented data stating that 20% of the companies with the best financial performance are led by women. In the same publication, a Harvard study also points out that female leadership has significant differences.

Reflection on the impact of female leadership on team performance and company revenue has gained attention in predominantly male environments.

For Marina Cosentine, Head of Marketing at Level Group, “gender diversity, as well as other differences that permeate minorities, is very strategically relevant for companies. Considering that we speak to diverse audiences in all sectors, it is impossible to be assertive with only one opinion formed by one profile. For example, if a company with only men in leadership sold menstrual cups, there would certainly be huge communication and strategy problems.”

In addition to the strategic aspect of the business, women's leadership profile is different and stands out from men's for several reasons. For Carducci, one of the points is the characteristic of women having a closer eye for detail.

“By observing the details, a female leader can see the whole picture – and this is very important for the company. An excellent leader must be able to see several areas and fronts of the company at the same time, and think about the integration of all of them – finance, HR, IT, Sales, etc.”
In this sense, it is possible to say that, in general, women have a greater ability to see the whole picture and work with this integration. Therefore, the conclusion is that the company benefits from a leader with this perspective and ability.

One point noted by Cosentine in this context is the need for historical reparation.

“We need to put an end to the prejudices that exist against minorities. And here I want to remind you that cultural change is not done from the bottom up, but from the top down. We need to think carefully about the leadership of companies so that we can “get it right” strategically and make social reparations.”
Women took much longer than men to gain rights. They had the freedom to work, the right to vote and even the right to decide who to marry. There was a time when women needed a man's permission to own a business!

It is worth remembering that currently some countries still do not guarantee these rights to women. Furthermore, in Brazil, in September 2021, there was a frenzy on social media after news that some health centers in the capital of São Paulo, and also that health plans in the states of São Paulo and Minas Gerais were requesting authorization from the husbands of women who wanted to undergo the procedure for placing an IUD – Intrauterine Device. The IUD is a contraceptive method and this type of request is an illegal practice.

Marina Cosentine believes that, given the constant struggle for women’s rights, female leadership stands out and has strong advantages. “We become more determined and determined. These things make us more rational. For these and other reasons, we value what we have achieved.”

Values, skills, soft skills and diversity
The strength of women, without in any way wanting to romanticize inequality of opportunities, salaries, etc., are values. In other words, soft skills that are not acquired with certificates or diplomas. In other words, when a woman reaches a leadership position, this is the message she conveys. Regardless of the title she has earned in the traditional academic path. Marina Cosentine makes a very interesting counterpoint when she says that her best leaderships in terms of soft skills were women.

“They guided me, they were able to identify my potential and, above all, they created a great friendship. This is an important point, sisterhood. In short, it is something that is usually built between women and permeates the relationship between leader and led.”
However, Marina states that her negotiation skills, projects and measurable deliverables were more guided by male leaders. However, the Head of Marketing emphasizes that “this is my experience and I do not agree that it is a criterion defined solely by gender. In other words, this feeling is an unconscious bias.”

For Marcela Lucena, marketing supervisor at Oceana Minerals, the only difference between male and female leadership that she has experienced is in terms of personality and attitude. “Regardless of whether a leader is a man or a woman, a leader is not born a leader. But some people find it easy to lead. And, over time, they improve. Especially when they are well led. I believe that experience, the balance between successes and failures, and people skills are essential for a leader, whether a woman or a man.”

Women in Digital Marketing – Challenges and Obstacles
Now, focusing this conversation more on the digital marketing sector, in addition to gender, it is important to talk about the multiple facets of diversity. In other words, transvestites, people with disabilities, black women, transgender people, single mothers, older women, among many others. Therefore, it is inevitable to remember Christiane Silva Pinto, Marketing Manager at Google Brazil, founder of Afro Googlers.

When thinking about Christiane, Rosiane Carducci positions herself considering this plural diversity as extremely important. “Not only for marketing departments and communications agencies, but for all business sectors.”

From Marina’s point of view, diversity should be mandatory in marketing. “I consider it unacceptable to have a non-diverse marketing team. Strategically, this is not smart. Companies need to understand that they will only speak to all audiences, seeing everyone’s point of view.” In other words, it is necessary to have repertoire and prominence for certain subjects. For example, a white woman does not know the difficulties that a black woman has in the job market. Just as a cisgender person does not have the prominence to talk about the obstacles that trans people face to conquer “a place in the sun”.