Senior Women in Marketing: One Step Beyond Mentoring
The marketing industry is filled with talented women, yet boardrooms often tell a different story, with men outnumbering women significantly. This raises questions about the glass ceiling in marketing and how ambitious women can advance their careers in this field.
Addressing Gender Imbalance in Marketing
VMA GROUP recently hosted a think tank with Nicola Green, director of communications & reputation at O2, to discuss women’s representation in senior roles. Attendees included female directors from organizations like Lloyds Banking Group, Deloitte, EY, Siemens, and the NSPCC. A key theme was the reluctance of women to pursue top positions compared to men. VMA GROUP’s Business Leaders in Communications study found that 62% of senior professionals are men, increasing to 81% in organizations with a turnover of £15bn+.
Women’s upbringing can impact their self-esteem and confidence, leading them to focus on negatives rather than their capabilities. Men, on the other hand, are often more willing to self-promote. However, women in marketing are innovative and strong contributors. The challenge is not courage but confidence, which is crucial for reaching the boardroom.
The Role of Mentoring and Organizational Support
Mentoring was highlighted as an effective form of career support. A mentor doesn’t have to be female; they should provide support, advice, and advocacy. Male mentors can help address gender bias and promote equality. Effective mentoring can lay strong foundations for junior female employees, helping them navigate gender issues and advance in their careers.
Organizations can also consider using quotas to control gender balance at senior levels. While controversial, quotas can help diversify and combat subconscious biases. They should be seen as a practical solution to gender imbalance in boardrooms.
Strategies for Career Advancement
Ambitious women should present themselves confidently and pursue top roles, avoiding less assertive language. They need to express their value clearly to potential promoters rather than relying on managers to notice their worth. Women should view themselves as complete products, encouraging others to invest in them.
If you would like to talk to one of our experienced consultants about developing your career in marketing, or are looking to find the best marketing talent for your team, please call one of our team today: Elinor Lara for permanent opportunities or Karl Ramsaran for interim opportunities.
