Women in Leadership: Deeba Giannoulis on breaking barriers in corporate affairs

At the e4m PR & Corp Comm Women Achievers Summit 2025, Deeba Giannoulis, Regional Head of Corporate Affairs for South Asia and Sub-Saharan Africa at the U.S. Soybean Export Council (USSEC), delivered a compelling keynote that resonated with the audience. 

Speaking virtually, she shared her experiences navigating the corporate landscape as a woman, the challenges of marketing U.S. soy in South Asia, and the importance of fostering female leadership.

“I am honoured to be speaking today, though I wish I could be there in person,” Giannoulis said, as she expressed her excitement about visiting Delhi soon and emphasized the importance of the gathering in celebrating women driving change in public relations and corporate communications.

Giannoulis provided an overview of USSEC’s mission to enhance the global competitiveness of U.S. soy, ensuring its sustainability and quality in international markets. “South Asia presents a vast opportunity for U.S. soy, with its rising protein demand, growing population, and dynamic food industry,” she explained. However, she also highlighted the cultural and professional challenges she has faced as a woman in a leadership position.

"One of the biggest challenges is navigating cultural expectations in leadership roles and overcoming gender biases in decision-making," she said. She noted that, in many male-dominated industries like agriculture, establishing credibility as a woman can be difficult. “When I walk into meetings, sometimes people don’t acknowledge that I am the decision-maker, even though they know it.”

Balancing work and personal life has also been a key challenge. “I am a mom of two. I also like to consider myself a chef, a hairdresser, a nurse, a best friend, a partner, a wife, a sister. As women, we navigate multiple roles, and in leadership, it becomes even more complex,” she shared. Despite these hurdles, she believes that women bring unique strengths to leadership, particularly in storytelling and brand positioning. “We love a good story. We know how to shape narratives. And that is a powerful tool in marketing and PR.”

Giannoulis also spoke about opportunities for women in South Asia’s fast-growing market. She spearheads the Right to Protein initiative, launched in India in 2019, which aims to raise awareness about protein consumption and nutrition. “This campaign is protein-agnostic. It includes all genders, all age groups—whether you're young, elderly, in a hospital, or an athlete—everyone benefits from good nutrition,” she explained. Through strategic partnerships with health organizations, FMCG brands, and government bodies, she has amplified the conversation around sustainable protein consumption.

Addressing barriers for women in corporate leadership, Giannoulis encouraged confidence, resilience, and authenticity. “You have to walk into a room with confidence, knowing your subject better than anyone else. If someone tries to push you down or dismiss your ideas, don’t let that one instance—or a hundred instances—knock you down.” She also emphasized the need for continuous advocacy and strategic networking. “The more women support one another in leadership, the stronger our collective voice becomes.”

Looking ahead, she discussed the future of U.S. soy in South Asia. “One of the biggest hurdles we face is market access. Right now, we don’t have full access to bring high-quality U.S. soybeans into India, but that won’t stop me from doing what I need to do,” she said, pointing to the growing demand for plant-based proteins and the shift toward sustainable raw materials. “It takes persistence, advocacy, and education. The more we push for informed policy decisions, the better the future will be for sustainable food sources in this region.”

Giannoulis closed her keynote with a powerful message for women in PR, corporate communications, and leadership. “We have the power to reshape narratives, break barriers, and lead impactful campaigns. But we must also uplift other women. Too often, we hesitate to celebrate another woman’s success. We need to change that mindset. If you’re in a position to hire a capable, intelligent young woman—do it. Mentor her. Give her a platform. Because when one of us succeeds, we all do.”