‘The biggest attribute that women leaders can bring to the table is authenticity’

Women have played a huge role in shaping the communications industry, even if their stories haven't always been at front. The industry has several remarkable women whose talent shape our world, often blending empathy with innovation in ways that make communication more real, more inclusive, and more powerful for everyone.

In this feature, we have Trupti Vasudev, Director, Actimedia PR & Digital and Board, Travel Lifestyle Network and the proud recipient of the 5th edition of e4m PR & Corp Comm Women Achievers 2024 who is shaping the industry’s narrative, driving meaningful change, and creating positive impact. She was bestowed with the ‘Mentor of the year in PR’ award at the 5th edition of e4m PR & Corp Comm Women Achievers' Awards 2024.

Vasudev is a communications strategist and a keen sustainability advocate, thriving at the convergence of media and marketing. Her executive trajectory includes roles at industry giants—Ogilvy, ESPN, Crossword Bookstores, and Hindustan Times, culminating in her position on the Executive Leadership team at Fever 104 FM as National Marketing Head and Business Head for Delhi.

Excerpts:

How has been your journey in the communications industry, share your experiences and challenges as a woman leader?

My communications journey has spanned the full spectrum – from advertising at Enterprise Nexus and Ogilvy, to broadcast media at ESPN, P&L management for Fever 104 FM at Hindustan Times, and reputation management at Actimedia. I couldn't have designed a more enriching and joyful path if I tried, and it has perfectly aligned with why I had signed up for MICA in the first place. This, I feel, gave me the finest leap-off point that anyone in communications could aspire for.

As a woman leader, I've found that organizations will back you only when you back yourself. The strong leadership (though all male) I witnessed at ESPN became my foundation when I joined Hindustan Times to lead marketing for Fever 104 FM. Drawing on those experiences, and adding my own spin to it, I was able to drive significant strategic initiatives for the brand, such as an industry-first partnership with IPL and many others.

Before I knew it, I was managing an expanded dual role – national marketing head and P&L responsibilities. It was an extraordinary period for me both professionally and personally: building a unified vision within a team of over 50 people, navigating a lengthy commute while heavily pregnant, and ultimately driving the brand to a No.1 position against the formidable Radio Mirchi.

I feel that emotional intelligence and situational awareness are essential ingredients for good ideas to spring into life, regardless of gender.

What shifts and transformations have you observed for women in the workplace over the last few decades, and what do you think still needs improvement?

Our generation has seen seismic shifts in the way we went about our jobs when we started, and where we are now. Both from the technical aspects (remember bromides?) to the way our fundamental relationship with work has changed.

It feels like two totally different worlds - one where work provided a sense of purpose, accomplishment and identity (and that had its own impact given that we were young women at the cusp of adult-hood), to now where the younger generations have fundamentally reframed work’s importance.

As leaders we have to stay current and connected with the teams we are working with, instead of assuming that they are coming from the same place as our younger selves.

One major area of improvement at workplaces with huge potential is to bring women back into the work force after they’ve had their careers interrupted for one reason or another. This can be a huge strategic advantage for organisations. These women bring enhanced skills in multitasking, problem-solving, and emotional intelligence, while also representing a pool of educated, talented, experienced professionals who are often highly motivated and loyal.

Companies that actively support women's re-entry through reintegration programs, or lateral hires, benefit from increased diversity of thought, improved employee retention, and access to valuable perspectives that drive innovation and better decision-making across the organization.

What are the most important skills and qualities that women leaders need to succeed in the PR and comms industry?

Success hinges on nurturing authentic connections across the board – with partners, with the media, with teams and with clients. The biggest attribute that women leaders can bring to the table is Authenticity. Women who are fearless about bringing their own unique leadership style to work, who lead with genuine confidence, can inspire trust with all stakeholders.

Role models are essential for leadership building. However, till some time ago, women struggled to look up to other women as they struggled to see themselves in leadership positions, mostly taken up by men. Women leaders lacked examples of others who shared their experiences as they navigated gender-specific obstacles like work-life balance pressures, workplace bias, or imposter syndrome. That itself created several significant challenges. Male role models, despite their achievements, might not be the best placed to provide guidance on uniquely female leadership challenges, causing women to adopt leadership styles that don't align with their authentic selves.

Today, as part of the Board of the Travel Lifestyle Network, I have the opportunity to interact with PR partners from over 40 markets globally, and I find that we are a group that has more women leaders than men! What all the women leaders have in common is oodles of confidence, a genuine love of communication and a determination to make their brands win!

What suggestions would you give to companies who want to attract and retain more women in leadership positions?

I don’t think there’s any dearth of women in the PR industry at the entry levels or even at the mid-manager levels, so if women are not rising to leadership positions, then I think we need to examine why?

A recent study by LinkedIn ‘The State of Women in Leadership’ shows that only 30.6% of leadership positions are held by women – up only 0.2

percentage points since 2022. While progress was steady between 2015 and 2022, in the last two years the gains slowed or even reversed, which is so tragic.

Female representation drops at every step of the career ladder to leadership. I suspect that there’s no shortage of women who want to be leaders. Which means that there’s a leaky pipeline causing serious deficit to the talent pipeline of the organization. There are more reasons why, than we can count, but what organisations need to do is worry less about attracting and more about nurturing.

How can we make cultures more conducive to women in their different life-stages, how can we enable them to stay rather than make the difficult choice to drop off the ladder? 

What advice would you offer to young women who are starting their careers in the communications industry?

I love the line by Georgia O'Keeffe, "It's not enough to be nice in life, you've got to have nerve." One needs to be bold with ideas and ambitious with career goals.

I don’t think it only applies to women, but the communications industry rewards strategic thinking, confident communication, and meaningful professional relationships— all of which come easy to women, so there is an opportunity to embrace these principles early for a fulfilling and successful career.

I've met a number of talented young women who pour themselves into getting their work done to the T, but they're so focused on tasks that they don't always step back to think about their bigger career journey. It is a disservice to themselves.

My advice would be to find a mentor - someone who genuinely cares about your growth and can share those insights you might not see from where you're sitting. Look for someone who'll give you honest, constructive feedback and help you understand all those unspoken workplace dynamics that no one teaches you in school. Having that person in your corner, someone who believes in you and will push you to reach higher, can be absolutely transformative for one’s career.

Several people-forward organisations also have formal and informal support groups where there is an opportunity to talk about common challenges and the younger folks can learn from the journeys of those in senior positions.

Lastly, how do you feel as a winner of the 5th edition e4m PR & Corp Comm Women Achievers Awards 2024?

Thank you, e4m, for this award! It is a huge honour. I’ve had the pleasure of being associated with you since the early 2000s. It’s wonderful to see e4m growing as a strong voice for the communications industry, helping all of us to get better and creating platforms that recognise good work. Particular praise is warranted for putting women in the communications industry to the fore!