Women in Leadership: Women are advancing
The number of women in senior positions is growing each year, albeit slowly. Data from the Instituto Brasileiro de Geografia e Estatística (IBGE) ((Brazilian Institute of Geography and Statistics) shows that 39.3% of leadership positions are held by women, placing Brazil behind countries like Spain and France. The growth compared to 2023 was 1.1%, according to the study Women in Business: Pathways to Parity conducted by Grant Thornton, a global consulting, auditing, and tax firm.
By Dilnara Titara and Leda Cavalcanti
There are many reasons for this scenario, including societal norms that traditionally assign women the role of caregivers and lingering prejudices. However, these barriers are gradually breaking down as both individuals and corporations evolve. Today, what matters most is competence, not gender. In this feature, female leaders share their perspectives and discuss aspects, challenges, and triumphs in their careers.
ÂNGELA SAKUMA
A Brazilian of Japanese descent, Ângela Sakuma holds degrees in Communication from Faculdade Cásper Libero, in Brazil and Columbia College Chicago in the United States. She is married and a mother of two children. “During leisure time, I enjoy practicing sports and biking with my family,” she says. For over 20 years, she has worked in the communication and public relations departments of large global companies. At LG Electronics do Brasil, where she has been for over 14 years, she currently serves as senior manager of corporate communication and public relations, leading integrated communication efforts.
She emphasizes that the journey to leadership is considerably more challenging for women than for men. “Women need to assert themselves more, even though they have the same capabilities as their male colleagues, and this is an issue that spans different cultures, countries, and organizations. Fortunately, this scenario is changing, and women are gaining more space.”
In her opinion, women can bring a more empathetic and detailed vision while maintaining a broad perspective on established goals and a demand for quality results. “In my leadership journey, I have not faced discrimination, but professionally, all of us, especially women, minorities, and those who deviate from the norm, witness and experience situations where our abilities are put to the test by colleagues. However, with maturity and dialogue, it is possible to overcome and learn,” she emphasizes.
Ângela believes that the main challenges to increasing the number of women in leadership positions are encouragement and empowerment. Companies play a fundamental role in this process by investing in internal talents and promoting women’s leadership. “At LG, we have a group called ‘Connected Women,’ which meets to promote and discuss topics related to career and female leadership, contributing to the personal and professional development of employees.”
She states that companies with diversity in their workforce are better evaluated because it is impossible for a company to create innovative products and services for a diverse audience without involving diverse employees in their development. “Every unique perspective counts to stand out positively. Successful leadership should be based on a mindset of continuous learning,” she affirms.
ANA KARINA PINTO
Anna Karina Pinto’s career, originally in journalism, led her into marketing. After specializations and an MBA, she transitioned to the field in 2003, working in electronics companies and expanding her experience into B2B. Over two years ago, she joined Samsung Brazil as corporate marketing director, tasked with strengthening the One Samsung vision.
“In the workplace, especially in the segment I work in, there has been a transition in recent years. Women have earned their place in various sectors, broken barriers, but there is still a path to tread. Leading as a woman in a predominantly male segment means overcoming obstacles and inspiring others. I emphasize the importance of believing in one’s own capabilities,” she says. At Samsung, she has found other female leaders, showing that the company is on the right path to promoting equality.
“To go fast, go alone. But to go far, go together,” Anna Karina recalls this saying. “This sums up the importance of teamwork for business success. I believe that one of the main characteristics of a leader is recognizing the value of collaboration and dedicating oneself to building strong relationships with colleagues. Leadership extends beyond management, creativity, and technical knowledge; it transcends these boundaries, embracing flexibility and the ability to connect with diverse audiences.”
Recognizing the value of diversity and investing in building a fair and equitable work environment for all is essential. “Promoting equality, encouraging mentoring and networking, transforming organizational cultures are some of the necessary steps to build a fairer and more equitable future, where women have the same opportunities to reach leadership positions and contribute to society’s development,” she affirms.
“Consumers are increasingly attentive to company practices. They value companies that reflect society’s diversity and demonstrate commitment to values such as inclusion, respect, and equality,” she says. “Samsung has been present in Brazil for over 35 years and treats diversity as a fundamental pillar for its growth and success. It fosters an inclusive environment where respect and transparency are core cultural values.”
CHRISTIANE CRUZ CITRÂNGULO
With a degree in Business Administration, postgraduate studies in Industrial Administration, and an MBA focused on retail, Christiane Cruz Citrângulo has worked in major companies such as Unilever and Carrefour. With over 30 years of experience, she is also a co-author of the book “Mulheres do Varejo” (Women in Retail). Today, she serves as Chief Marketing Strategy Officer (CMSO), responsible for marketing and strategy at Neogrid.
“Gender equity, women’s presence in the workforce, and female leadership are relevant topics for me and highly valued by Neogrid, which has announced its commitment to achieve 26% female representation in senior leadership positions by 2024, 30% by 2025, and 50% by 2030. Currently, the index stands at 22%. Female leadership is still a minority. It’s important for women to support each other and make their aspirations clear,” she says.
For her, one of the benefits of having women in leadership is promoting diversity throughout the company, at all levels. “It’s a way to incorporate different perspectives and skills into management. It also helps foster other affirmative policies related to diversity of race, age, and physical abilities. This stimulates collaboration, the pursuit of different solutions, and integration.”
Women face challenges such as balancing motherhood and work, discrimination, harassment, and combating stereotypes that they are less capable than men. “Inclusion is an essential lever to attract, retain, and enhance the performance of employees and teams. Today, talents are the most important asset of companies, so it’s a priority for managers to ensure healthy environments. Those who experience inclusion in their workplace feel freer to create and innovate,” she says.
Among the most striking characteristics of female leadership are empathy, collaboration, effective communication, and resilience. Women leaders value strong interpersonal relationships and create inclusive work environments. “They often promote a collaborative culture where idea exchange and teamwork are encouraged. Attention to the development and well-being of employees is another strong characteristic.”
In her career, Christiane was inspired by women who believed in her potential. “Being a leader is a combination of skills, attitudes, and experiences. Developing communication is essential, as is delegating tasks. It’s also important to seek balance between professional and personal life. Taking time for personal relationships and hobbies is important for well-being. In my spare time, I play volleyball and tennis,” she shares.
JORNADA BARROS
For 15 years, Jordana Barros has been with the Saint-Gobain Group. She started as a trainee and climbed various positions in R&D and marketing until assuming director roles in operations and new business at Tekbond, a division of the group focused on adhesives. In November 2022, she moved to the retail division and has since been the director of general operations at Telhanorte Tumelero.
“The market I am in, construction, is still notably male-dominated, but I see it as a reflection of our society’s transition processes. It’s natural for women to start occupying spaces and positions. As a business leader, my role is to be a promoter of diversity with an active voice. In challenges, there are points for discussion, such as the lack of representation. When there are few women in leadership positions, it can be difficult for others aspiring to a vertical career to find mentors or role models who understand their experiences and can promote their advancement,” she says.
Another challenge is gender labeling. Stereotypes about gender roles can lead to the perception that men are more qualified for certain functions. “The greatest risk is that this implicit prejudice manifests in hiring, promotion, and decision-making processes, hindering women’s progress. Addressing these challenges requires active efforts from companies and society. It’s a tripod: having tools and processes that break gender bias, working on awareness and leadership training, and having very clear and measurable objectives.”
In her career, Jordana has had active managers advocating for diversity, promoting open environments, and thus encouraging the entire team to maintain the same posture. “The leader, regardless of gender, needs to embody characteristics that go beyond technical skills, such as empathy, emotional intelligence, resilience, authenticity, collaboration, flexibility, adaptability, and agility, as well as a good dose of courage and audacity.”
Patience and consistency in delivering results are attributes of a leader, she emphasizes. “Any level one aspires to should be the result of well-executed and recognized work. Being part of a company with a well-established culture of diversity promotes equitable career development, with the same rules and criteria. You also need to always be prepared to take the next step, staying informed, updated, and skilled, showing availability and adaptability, and above all, ensuring clear communication about your goals and aspirations.”
KEDMA VIEIRA
For over 15 years, Kedma Vieira has been building her career in marketing, advancing to positions of greater responsibility across various industry sectors, focusing on being a connection point between people and results. She joined Mallory five years ago as a national trade supervisor, has been promoted three times, and currently serves as the marketing and on & off trade manager.
Although the sector is predominantly male, Kedma saw this as an opportunity to bring new perspectives. “I believe that diversity of thought is a competitive advantage,” she says. One challenge is promoting inclusion and demonstrating that everyone has something valuable to contribute, regardless of gender. Her journey has been positive. “I have always been welcomed and respected in my roles, and challenges were more related to the nature of the work than to gender. There were tough moments, as in any career, but I have never felt discriminated against because I am a woman.”
Often, female leadership is characterized by empathy, effective communication, and the ability to build cohesive and motivated teams. Women leaders tend to value collaboration and inclusion, creating a work environment where everyone feels respected. “Resilience and flexibility are also important characteristics of women,” she emphasizes. Companies with diversity in their workforce tend to be more innovative and capable of understanding the needs of a diverse market. “At Mallory, we experience daily what we call the Values Tree, where respect for the individual and zero discrimination are fundamental.”
The main challenge to increasing the number of women in leadership positions is to create and maintain a corporate culture that values diversity. This includes implementing equal opportunity policies, pay equity, mentoring programs, career development, and promoting a work environment that balances professional and personal life. “In the current scenario, this has become fundamental for everyone, regardless of gender,” she notes.
To be a successful leader, Kedma believes it is essential to have a clear vision, be passionate about what you do, and always be willing to learn and adapt. Cultivating a support network and seeking mentorship can make a significant difference. Additionally, developing communication skills and the ability to inspire and motivate teams, while maintaining a positive attitude and being open to new ideas and challenges, are crucial.
MIRANA MACHADO
Trained as a ballet dancer, Mirana Machado pursued a professional ballet dancing career and, at 21, shifted gears to attend college. For two decades, she has been involved in marketing, gaining diverse experiences including roles at the American technology startup Instructure Inc. and at Union Bank of Switzerland (UBS), the world’s largest Swiss bank. Currently, Mirana serves as the head of marketing for Latin America at GfK.
“The greatest challenge of female leadership is building credibility while navigating daily adversities. Establishing a reputation as a competent professional transcends gender, but as a woman, it’s crucial to break the stereotype that we are fragile, unstable, and emotional in our decision-making. In predominantly male environments, the notion that women cannot handle pressure runs counter to the reality of women who manage numerous responsibilities in their lives with skill,” she states.
She sees the woman’s multitasking ability as a significant advantage. “I enjoy observing and understanding everything around me to develop strategies, much like a mother who simultaneously does laundry, feeds her children, remembers items for the shopping list, and takes notes for her master’s thesis. This ability to integrate different business areas allows for more effective planning and fosters a collaborative, barrier-free work environment.”
Mirana acknowledges the presence of subtle discrimination, though she hasn’t been directly affected. She is aware that if she were a man, she would likely have advanced to leadership positions more quickly. “It’s crucial to pursue what you love in your career,” she emphasizes. “This is the competitive advantage that no one can take away from you. I’m passionate about my work, and that’s what has brought me this far. It’s what motivates me to work hard, continuously learn, and seek new paths.”
Mirana believes that increasing the number of female leaders requires a deeper and more structural discussion. “We need to move beyond discussions about what constitutes masculine and feminine roles in society. In my view, these distinctions should not exist. In the corporate environment, I hear many debates arguing that companies need to understand women’s multiple roles so they can fulfill all the societal expectations and succeed in their careers. While I understand and respect these points, I don’t believe this is the path to fairer opportunities. It’s urgent that we start questioning these societal-imposed divisions of masculine and feminine roles. It’s through achieving this equality that we’ll see transformation within companies.”
SANDRA TAKATA
During her journalism studies, Sandra Takata co-founded a newspaper in the Jabaquara neighborhood of São Paulo with a group of friends, marking her first entrepreneurial experience. Shortly after, she was selected for the Abril Journalism Award and worked as a trainee at Capricho magazine. Meanwhile, she married, became pregnant, and was hired while pregnant to work for a newspaper circulating in Japan.
When her daughter was born, Sandra chose to freelance from home. She later rejoined the newspaper, now partnered with Globo Internacional. With her second pregnancy, she left the newsroom and began working at her husband’s agency. Their first client was the Associação ECR Brasil, which brings together industry, retail, and logistics companies, where Sandra still works today.
During this time, she met people in the industry and became involved with Instituto Mulheres do Varejo, where she is now president, having been with the organization since its early days alongside its founders. “I take pleasure in directing my knowledge and see how my journalism background helps women express themselves more vividly. That’s why I also enjoy working at the Institute and raising awareness about the importance of diversity, especially in a sector that is still very male-dominated,“ she affirms.
Companies with diversity in their workforce are better rated by consumers. This is confirmed by research conducted by Humanizadas, responsible for the “As Melhores para o Brasil” award. “The main challenge to increase the number of women in leadership positions is to change the mindset of many leaders who still do not uphold the same standards when occupying these positions,” she explains.
Today, Sandra, who is a Top Voice on LinkedIn, asserts that becoming a successful leader requires believing in one’s own potential. “If we can give birth to life, we can manage a company. The challenge that sets us apart is pregnancy, and we still face prejudices in the corporate world. I also experienced harassment when I was young, as many women still do. At the Institute, we advise women to take a genuine and honest stance.”
Source: Revista Eletrolar News – Edição #161
