Lori Asbury is one of the original founders of CMOco and has guided the firm’s evolution since 2011. Upon the marketing firm’s inception, Lori co-owned the business alongside a digital marketing agency. Initially, the digital agency supplied infrastructure and resources to manage many of CMOco’s accounts. Over time, the President & CEO of CMOco began to build her internal infrastructure to serve clients more efficiently and expediently and capture more margin on the business being generated. In 2015, she bought out her partner’s business share, and Lori became the sole owner, making CMOco a 100% certified woman-owned small business. In that time, Lori has implemented many strategic initiatives to drive revenue and expansion outside of the firm’s traditional accounts, which includes the recent formal strategic partnership with Innovative Product Brands (IPB), a leading medical & dental device manufacturer located in Highland, California. CMOco is working with IPB as a sales agent for the company’s GrooveSwab (sterile flocked & non-flocked collection swabs) & the SteriFlock Oropharyngeal and Nasopharyngeal Sterile Collection Swabs used in COVID19 testing, among other applications.

“CMOco’s value proposition has evolved. Initially, the focus was operating as an organization’s Chief Marketing Officer if one didn’t exist internally within the company.”

CMOco’s value proposition has evolved. Initially, the focus was operating as an organization’s Chief Marketing Officer if one didn’t exist internally within the company. “What we learned is that once we developed the strategy, the companies we served had no knowledge or infrastructure in place to be able to implement the strategy. We had those resources and expanded them over time to be able to morph from being just our client’s CMO into their entire marketing team,” explains Lori. “CMOco operates like an organization’s in-house TEAM, providing the full resources of our firm for the same price a company would pay a mid-level marketing employee. No risk, no overhead. No long-term commitment required. We provide a seasoned results-driven CMO, backed by a skilled marketing team, to manage an organization’s monthly marketing and advertising activities. Just one flat monthly fee.” CMOco also operates as a full-service traditional advertising agency developing multi-layered ad campaigns and implementing those campaigns from start to finish – and does so for many clients.

When CMOco first onboards a new client, they don’t immediately jump straight to implementing marketing tactics without first having a strategic marketing roadmap in place. “We first start with quickly immersing ourselves in our client’s business. We want to know what they feel their competitive advantages are and how they are differentiated and unique,” says Lori. “When we have these key factors determined, then we can more easily identify the best marketing tactics, appropriate messaging and customer touchpoints to motivate and inspire their target customers into action.”

For instance, CMOco developed a comprehensive geofence and lead generation campaign for Premiere Martial Arts which consists of 85 locations across the United States. CMOco utilized multi-platform digital marketing techniques and technologies to reach multiple target audiences. Each campaign had unique creative to appeal specifically to each target audience. CMOco leveraged a paid premium social media campaign, Google Ad Words, and website retargeting – all with a tight geo-fence around each of the 85 US locations to drive awareness, lead conversion and sales. Each target audience was served custom display or video ads that had specific messaging to inspire them into action. Once engaged, customers were retargeted with messaging based on where they either opted in or out of the sales funnel. If customers opted in, they were served “thank-you” and “next steps” messaging. If they abandoned their cart, or only made it partially through the sales funnel, they were sent custom ads to reengage them. “The great thing about digital marketing technology is that it allows you to get very granular in how you target and engage consumers. Using a push-pull strategy across layers of target-audiences allows us to capture more campaign share-of-voice, and drive a higher rate of conversion,” said Lori.

For the days to come, Lori aims to build value for the company outside of her personal intellectual property; create new, recurring, and sustainable revenue streams that aren’t necessarily tied to their core account business, while at the same time continuing to add more accounts monthly. “I have added three new business development team members in the past two years focused on various regions throughout the country and launched several non-traditional programs to drive growth,” says Lori. IE

CMOco

Management

Lori AsburyPresident & CEO of CMOco

– Chief Marketing Officers for Hire

Description

We’re Your Chief Marketing Officer When You Need One CMOco provides your organization the knowledge, experience and abilities of a seasoned, highly-skilled Chief Marketing Officer and marketing team without the burden of full-time executive salaries and overhead. We provide a full-service, one-cost, total solution to your marketing services needs. No overhead. No risk. CMOco develops high-level marketing strategies that support your business goals, and then we manage the day-in, day-out execution of those strategies. We can operate as your marketing team, leveraging the full resources and expertise of our firm to help you grow your business. We keep it simple and affordable and deliver superior results.

Stephanie Broyles, CMO, Fidelis Cybersecurity, is smart, talented, and driven. She is an energetic powerhouse who understands market (and human) dynamics, customer needs, business opportunities, and flawless execution. Her energy, innovation, and “get it done” attitude actively transform and improve Fidelis Cybersecurity.

According to Stephanie, every woman confronts gender-related bias and roadblocks in the workforce. “I had an outstanding manager early in my career who recognized that I was not earning as much as a male peer even though I had more responsibility. They helped me overcome that challenge,” she says. “As a woman, you don’t want to come across as combative or defensive. Women need to know the delicate balance of being assertive and not appearing aggressive. Men don’t need to learn this.” She goes on to add, “I developed into who I am today by stepping out of myself to become the person that I would want to work with and admire. How did I do this? I set up a lot of calls and meetings with managers, mentors, respected peers, and leaders over many years to learn from them, and I still do this today.”

Stephanie sees and evangelizes the enormous opportunities for women in business and marketing throughout the tech industry and beyond. Stephanie strives to be an expert in her craft and vocal advocate for personal growth, professional development, and ongoing training. She leads by example in many ways. “She has always strived to be an expert at what she does – to understand as well as improve – which truly makes a difference in leaving her mark and leaving things better than the way she discovered them,” says Maria Romito, Director, Demand Gen (and serial Stephanie team member) at Fidelis Cybersecurity.

“Stephanie has always strived to be an expert as what she does – to understand as well as improve – which truly makes a difference in leaving her mark and leaving things better than the way she discovered them,” says Maria Romito, Director.

She also is incredibly passionate about mentoring others. In particular, Stephanie is deeply committed to the professional advancement of women and mentoring up-and-coming marketing professionals. She is a founding member in chief and an original member of the Cybersecurity Marketing Society.

Her energy, enthusiasm, and “never give up” attitude is contagious. “She has made herself available to me numerous times over the span of my career. She has served as a sounding board for ideas, and given guidance around next-level job growth, as well as how to balance career and demands of raising children. Her insights have served me well, and because I viewed her as a ‘people first leader’, I always knew she had my best interests at heart,” continues Romito. “Stephanie is a forward-thinking and persistent leader who can work successfully cross functionally between internal and external teams. Her mentorship and guidance gave me the confidence to persevere through roadblocks,” adds Amy Heng, Security product marketing manager, Splunk.

Stephanie goes on to explain that many women suffer from impostor syndrome. For her, it manifested itself in public speaking. She was scared of it and would pass on speaking at user conferences, shows, and other events. “I am a natural introvert, and the environment of public speaking, being on stage, was just the last place I believed I should be. As I said before, I am always learning. I watched other people present. Keynotes. TedTALKs. I watched how they command an audience,” she elucidates. “As I gained knowledge, I realized that speaking was not knowledge of all, but experience to know where to find the answers if you did not have them. I overcame my fear of the stage when a couple of situations occurred, and I had to pinch-hit. I learned in real-time. I was able to present and command authority on the topic of discussion. During Q&A, probably what I most feared, I realized I did not have to have all the answers. Instead, I asked for the opportunity to circle back. It was an excellent way to establish an even more robust professional network.” Armed with such a responsible attitude, Stephanie has taken the company to new heights.

Fidelis Cybersecurity was founded in 2002 and is a leading provider of proactive cyber defense solutions that safeguard modern IT environments with unparalleled detection, deception, response, and cloud security capabilities. They help organizations find, study, neutralize and remove threats earlier – whether cloud, multi-cloud, on-premise or hybrid environments. Fidelis Cybersecurity is dedicated to helping clients become stronger and more secure. The company is trusted by many top commercial, enterprise, and government agencies worldwide. IEWL

Fidelis Cybersecurity

Management

Stephanie Broyles
Chief Marketing Officer of Fidelis Cybersecurity

Description

Fidelis Cybersecurity, the industry innovator in proactive cyber defense solutions, safeguards modern IT environments with unparalleled detection, deception, response, cloud security, and compliance capabilities. We offer full visibility across hybrid environments via rich, dynamic cyber terrain mapping and multi-faceted context and risk assessment. These features help minimize attackable surface areas, automate exposure prevention, threat detection, and incident response, and provide the context, accuracy, speed, and portability security professionals need to find and neutralize adversaries earlier in the attack lifecycle. With Fidelis, organizations emerge stronger and more secure. Fidelis is trusted by many top commercial, enterprise, and government agencies worldwide. For more information, please visit www.fidelissecurity.com.

Natalia Shuman, the CEO of Bureau Veritas North America, has made her mark by putting her leadership team and employees first. Her belief in accountability—and positioning her people to be entrepreneurs—are the two things that have transformed Bureau Veritas as a whole under her leadership. As she continues to shepherd Bureau Veritas’ evolution in North America, the organization has adopted a true commercial culture that is focused on clients’ needs, which has also enabled them to grow together in partnership with customers. By making success a collective effort, Natalia is helping all employees truly embody Bureau Veritas’ mission of shaping a world of trust.

“Bureau Veritas’ fingerprints can be found on almost everything in our lives ensuring safety, quality and performance from produce to power plants. Let’s start a conversation about how Bureau Veritas can help you make the world a safer place while growing your business.”

Over its 200-year history, Bureau Veritas has been a trusted advisor in testing, inspections, and certification services, helping companies on a global scale to serve their customers with transparency and truth. The word “truth,” in fact, is literally in Bureau Veritas’ name. “So while the organization has obviously changed from when it was founded to what we are today, the mission has always stayed the same: to work tirelessly to make sure we remain close to our core values that ultimately come down to making the world a safer place,” says Natalia. “We consider Bureau Veritas to be a business to business to society company, providing services to most of the market segments including oil and gas, food and agriculture, power and utilities, building and infrastructure, and more.”

Natalia broke a significant cultural barrier at Bureau Veritas when she became the first woman to ever serve on the company’s executive committee. She has since used her unique distinction among colleagues to empower women to achieve leadership roles both within the organization and through her involvement in STEM-focused initiatives outside Bureau Veritas. She continues this journey today by inspiring all those around her to celebrate diversity in the workplace.

Natalia believes that she cannot simply talk about her passion for diversity—she must lead by example. She does this in a number of tangible ways. Natalia actively supports initiatives at Bureau Veritas that promote gender diversity. She places high value on mentorship throughout the company, which extends not only to her leadership team, but to every employee at every level in order to drive true innovation within the testing, inspection, and certification industry. At Bureau Veritas, she has instituted cultural changes that more fully support women’s career paths. She continues to develop opportunities for celebrating the women who have made great strides in leadership at Bureau Veritas.

There are many goals and strategic initiatives Natalia hopes to help Bureau Veritas achieve in the near future, positioning North American operations to grow and expand. Renewables and Sustainability services are especially critical in that Bureau Veritas is helping clients become more sustainable every day. Service offerings in this area will remain a priority as Bureau Veritas continues to focus on the renewable sector. Bureau Veritas also continues to double down on safety, making it a strategic priority, especially in light of the global pandemic of 2020 and how that has significantly changed the world we live in. “We will do this through continued focus on testing, inspections, and certifications, as well as health, safety, and sustainability actions that help businesses achieve verifiable hygienic standards,” says Natalia. “Finally, Bureau Veritas will focus on a mergers and acquisitions strategy to align itself with organizations that share in our core mission and values for making the world a safer place.” IE

Bureau Veritas

Management

Natalia Shuman
EVP and CEO

Description

Bureau Veritas is a world leader in Testing, Inspection and Certification. Our mission is at the heart of key challenges: quality, health and safety, environmental protection and social responsibility. Through our wide range of expertise, impartiality and independence, we foster confidence between companies, public authorities and clients.

For Valentina Doncevic, founder of Valternative, creativity, curiosity, and a deep desire to learn has made her the pioneering leader she is today. “I thrive in situations that are unstructured, complex, and where I am driven to think how to make things better, and often with very little to work with,” she says. “Valternative is an organization where we embody my personal philosophy of constantly learning, adapting, and not merely keeping to norms and old ways, all the while allowing space for flexibility and innovation.”

“I ensure that my team and I embrace the unknown, which can be exciting, and not necessarily scary or unattainable. Therefore, when one trusts that things are possible, we eliminate obstacles from our path, and create opportunities to achieve great success.”

Everything is Possible – this is the motto that Valentina lives and works by – this is the starting point of approaching any task. “I ensure that my team and I embrace the unknown, which can be exciting, and not necessarily scary or unattainable. Therefore, when one trusts that things are possible, we eliminate obstacles from our path, and create opportunities to achieve great success.” She advises all the women who choose to become leaders of tomorrow to be daring. “Keep trying with an open mind, and be willing to go out of your comfort zone to learn; surround yourself with people who have different outlooks and attributes that can complement your own and thereby create powerful synergies.”

For Valentina, the inspiration for the inception of Valternative takes her back to her early childhood years. Just before conceptualizing the company, Valentina says, “I closely looked though each year in retrospect and sought to identify the thread that unified – the one constant was the creative force which was and is omnipresent in me throughout.” She adds, “I have worked in many industries and in all these my creativity and the love of applying it to the places that we inhabit was the constant driving force.” Valternative was the vehicle that Valentina realized would allow her to offer her best creative capabilities to benefit others by creating exceptional homes and workplaces.

According to Valentina, the first step in any effective design is to listen to the client and see things from their viewpoint. Sometimes this can mean translating unfocused or even confusing nuances into a clear vision or solution. “We help every client we work with vocalize their design vision. That way we can transform the client’s needs into a design for the space in which they want to live or work in,” she explains. “Our approach is holistic and our final design encompasses the life story, cultural background, and passion of the clients. Moreover, we also add our unique design ethic to the projects and weave it into the client’s own essence as a harmonious whole.” For the company, partnering with the right and like-minded professionals is the key to delivering exclusivity, impeccable detailing, and seamless execution.

The company is currently present in Singapore, India, UK, and Croatia, with plans to expand into Malaysia in the coming year. “We are extremely grateful to our partners and clients, whose networks and referrals are highly regarded.” In the UK, Valentina’s real estate company “Longwalk” keeps her busy with the design, refurbishment and management of prime Central London properties. Her newest project, “mala vila”, which comes on-stream in 2023, is currently evolving in Croatia – this is a unique forest retreat in a small village, focusing on nature, biodiversity, food heritage, local produce, green infrastructure, and healthy nutritional produce. Valternative is at the helm of the entire concept, from inception through to design and build. “I firmly believe that the forest is the place where one can truly relax, and nature is the best healer. Tying together my extensive experience in hospitality management and interior design, I am creating a home away from home for all who want to spend time with nature in a comfortable and warm setting,” elucidates Valentina. IE

Valternative

Management

Valentina Doncevic
founder of Valternative

Description

Valternative is a unique interior consulting firm that creates exciting and comfortable residential and commercial spaces by understanding and translating the essence of every client and their needs.

Dayna Spiring, President & CEO of Economic Development Winnipeg (EDW), is a visionary and forward thinker who has encouraged Winnipeggers to proudly celebrate everything the city has to offer people and business. She has taken EDW to new heights by leveraging market intelligence and best-in-class data to tell a more compelling story about the city while also shifting internal perceptions of Winnipeg on its head.

“Dayna has extensive local and international connections from previous experience as the former chief strategy officer and general counsel for the Canadian Wheat Board (CWB).”

Winnipeggers now embrace their winters and promote the city’s possibilities in that season, such as unique restaurants on the frozen river, the longest naturally-frozen skating trail in North America, easily accessible outdoor activities, and its Winter City accreditation. They also talk more readily about companies creating incredible products and services in Winnipeg that continue to attract international attention.

Dayna leverages extensive local and international connections to put Winnipeg on the global stage including her previous experience as the former chief strategy officer and general counsel for the Canadian Wheat Board (CWB), her involvement with the Young Presidents Organization (YPO) and her work on the boards of international companies, such as Winpak.

Her experiences and travels with YPO and CWB taught Dayna what is possible. She learned to appreciate and pay attention to what was going on around the globe, to see how other places handled problems and developed solutions. “I’ve taken what I’ve learned and it has influenced how I lead. I looked at what other cities were doing and I copied the best ideas. Other cities had good market intelligence at their disposal and I saw an opportunity for Winnipeg to do the same – you don’t have to reinvent the wheel to be successful.”

When Dayna took the helm as CEO in 2016, she knew she wanted to better leverage data and refocus the efforts of each branch of the organization. “Business attraction, development, retention and attracting visitors, meetings and conferences are all connected. Having all the moving pieces that drive the economy made more sense together than apart, all moving in the same direction and backed by quality data,” says Dayna.

Dayna has been fortunate to have multiple role models who have influenced the way she leads today. As a high school student, she had the opportunity to get to know Janice Filmon, who is now the Lieutenant Governor of Manitoba. Filmon taught Dayna the importance of giving back to your community and the importance of being a strong leader. Those lessons have guided and inspired Dayna to become the kind of leader who also recognizes the impact of philanthropy on a community.

Dayna is the first woman to have her name engraved on the Canadian Football League (CFL) Grey Cup and one of the first women to sit on its Board of Governors. As the first woman to chair the Winnipeg Football Club’s board of directors for the Winnipeg Blue Bombers, she is a trailblazer, leader, and role model worth emulating by men and women, alike. She is often asked to speak on leadership in her community and how being a woman has shaped her views.

“I think it’s important you take all of the experiences and education you have as well as the perspective you bring as a woman to be successful. Sometimes your perspective is the most impactful in the room not in spite of, but because you are a woman.” She adds, “In industries where women are not typically present you have to go in with confidence around what you know, work hard to learn the things you don’t know and surround yourself with a team that can help you achieve what you need to achieve to create real change.”

Dayna and her team have created a more cohesive and coordinated approach to bringing business and investment to Winnipeg and Manitoba. EDW is leading Team Manitoba, bringing together strategic partners and government to make sure, when a company comes to Winnipeg or expresses interest in coming; the right people are around the table to reduce barriers. It positions Winnipeg as an ideal place to invest and grow. “We’ve developed a talent hub for business with resources and a marketing toolkit because the private sector said the biggest impediment to growth was finding the right talent,” says Dayna. “We have developed a strong foreign direct investment team and strategy to make sure that more international eyes are on Winnipeg and what it can offer.” IE

According to Barbara Paldus, founder and CEO of Codex Beauty, the beauty industry has a lack of transparency, science and is afraid of data. More recently, the “clean” beauty movement started a trend of fearmongering about chemicals, when in fact even water is a chemical. By burying science and logical thought, they are doing a disservice to the consumer who can’t make rational decisions based on facts. “Our main mission is to lead the beauty industry in adopting a scientific and data-driven approach to ingredient sourcing, product safety, product efficacy, and overall sustainability, in order to improve customer satisfaction and trust,” she says. “Our ‘three pillars’ are product performance, sustainability, and data-driven transparency. Everything we do is based on science and facts no storytelling or marketing.”

“Barbara wanted to create high performance beauty products that are affordable to everyone and show that this can be done in a sustainable way.”

Barbara wanted to create high performance beauty products that are affordable to everyone and show that this can be done in a sustainable way. “I started Codex to demonstrate to the beauty industry that not only is quantitative data about all aspects of the products relevant, but it is essential for customers to make the best purchasing decisions and obtain truly functional products at the best possible price.” She adds, “I am proud that we invented a new preservation system (PreservXTM) that is micro-biome friendly and food-grade, as well as a plant-based complex (BiaComplexTM) that not only hydrates skin, but seals in the moisture and protect the skin barrier. Both technologies have been granted U.S. patents in less than a year!”

It is pertinent to mention that humans have been using plants for medical and skincare purposes for thousands of years. Indigenous people have had hundreds if not thousands of years to experiment and collect informal clinical data on the use of specific plants for specific problems. Ethnobotanists study local herbal medicine in the context of the local environment and are specialized in explaining how the plants are used. “There is synergy within the plant that we use the whole part, but we still need to optimize the extraction method for the bio-actives, and ensure with the help of a toxicologist that there are no dangerous constituents in the plant extract,” she explains. “We leverage fermentation technologies to manufacture the bio-actives. These ingredients can be used in state-of-the-art formulation, but again verified for performance in efficacy trials run in a clinic.”

The steadfast leader is proud of the fact that in a year, they have not only launched six products, have achieved EcoCert COSMOS, EWG Verified and MyMicrobiome certification for all of their products (as well as Vegan and Leaping Bunny), and now sell these products on four continents (to be six in 2021) and 20 countries. This sets a new standard for the industry. Their growth is expected to end the year somewhere between 500 percent and 600 percent.

For the days to come, Codex is launching a brightening line called Antü in early 2021. The AntuComplex was designed to soothe irritation and reduce inflammation (that leads to premature aging and loss of collagen), especially from sun exposure and pollution. Their brightening products harness the power of bio-actives from Patagonian plants long valued by the Mapuche people for their protecting and healing properties. The collection focuses on managing reactive oxidative stress (ROS) with a blend of ancient Mapuche herbal knowledge, genetic analysis of the extracts, partnerships with local Mapuche wild harvesters, organic producers, and a high-tech cGMP manufacturing facility.

“In two to three years, I would like to see Codex have a successful solution for hydration (Bia) inflammation (Antu), collagen-loss and wrinkle formation (Saga 2022), as well as drive Codex into masstige markets and pharmacies with innovative solutions for acne, dermatitis, SPF, and after-sun care,” explains Barbara. “I would also love to develop products focused on skin problems of athletes and people with active lifestyles, as well as feminine hygiene where inflammation, infections and microbiome protection are still unresolved.” IE

Codex Beauty

Management

Barbara Paldus
founder and CEO of Codex Beauty

Description

Codex Beauty is grounded in science, organic and vegan ingredients, plant-based preservatives, pharmaceutical-grade processes, safety and efficacy trials, innovative and sustainable packaging, and third party certification. All products are submitted to the kind of rigorous testing found in biotechnology and a strict adherence to good manufacturing practices (GMP).

Innovation and process improvement have been two crucial success factors for Kansas-based Eurofins Viracor. The company is passionate about providing timely, actionable test results, never losing sight of the connection between the testing they perform and the patients their results ultimately help. They have been serving critically ill patients who depend on the testing they provide to ensure they have the best outcomes possible.

As healthcare evolves with ever-changing technology, Viracor continues to innovate and develop solutions which allow healthcare teams to better treat their patients, often before clients even recognize the need. Michelle Altrich, President, Eurofins Viracor, challenges the entire team, at every level, to discover new and inventive ways to deliver the very best testing possible in the shortest amount of time to ensure they are constantly improving more patient lives.

As a passionate innovator who is highly regarded by staff, peers, and clients, Michelle knows the basis of innovation lies in a will to improve constantly. The second principle Michelle brought to Viracor is ongoing process improvement, embedded in daily work and critical to the team’s ever-growing success. She champions change in every meeting, whether in groups or hallway discussions, encouraging everyone she touches to get a little better, a little smarter, and a little faster each day, knowing this incremental growth is compounded into peak performance. Successful change management involves strong leadership to ensure associates see why the change is necessary, and Michelle infuses that strong change leadership through the company.

Participating in peer-executive groups that have a strong female presence allows Michelle to support other women executives in the local area. Eurofins, the parent company of Eurofins Viracor, has an initiative entitled Equity Driving Excellence (EDE) that allows other Eurofins leaders to find an internal support network. Building strong women leaders starts very early. “Our company takes part in bring your child to work day every spring. By engaging young minds to ask questions about what is going on around them, you start to develop critical thinking skills that will serve them well in the future,” says Michelle. “We also support regional Science and Engineering Fairs. Continuing to develop critical thinking and leadership qualities in our young people is critical to the future success, not only for Viracor, but technology companies overall.”

In the ever-changing employment landscape, it is critical to take a genuine interest in developing associates to ensure they stay engaged and productive. Michelle enjoys meeting informally with several female associates to listen to their challenges and suggestions for improvement. “The Eurofins EDE program also contains a formal mentorship program that I am participating in. This allows me to give more formal guidance under a structured program,” she says. “I would suggest two very valuable lessons that I’ve learned. The first is that you need to speak up, even when what you say won’t be popular. The second is being willing to dig in and help no matter what the job is. Having a strong work ethic was something I learned as a teenager growing up on a dairy farm. It took everyone doing their part to make things work.” Armed with this mindset, Michelle is leading the company towards productivity.

Continuing to innovate and provide solutions to the challenges healthcare providers face has been and will continue to be critical to the success of Viracor. “Ensuring that we are partnering with our providers to understand their challenges and help build them solutions,” elucidates Michelle. “Innovation in Healthcare is continuing to rapidly evolve, and it is our goal to strive to be well in front. We will continue innovating by delivering critical data through novel testing that guides a patient transplant journey ­– being a step ahead, every step of the way.” From a leadership perspective, this means ensuring Michelle and her team have stronger associate development plans and associates that more fully engage in this process.

To this end, the company has added a seventh value to their daily efforts – Maximize Talent. “Like every leader, I recognize our people make the company go,” explains Michelle. “From a Viracor perspective, developing people who execute a solid strategic plan allows us to respond to rapid changes in healthcare and healthcare policy. This is critical to our continued success. On a personal side, ensuring that I mentor associates so when it is time for me to move on to other endeavors, there is someone ready to seamlessly take the reins.” WL

Diana Gligorijević, Co-founder, TeleGroup’s goal is to provide a long-term contribution to the development of the broader community of women. She is doing that by being an active member of non-governmental organizations such as “Equal Opportunities,” “Club of First Women,” and “The Association of Businesswomen of Serbia.” She was recently selected as the President of the AFA Corporate Board, where she works with a global and diverse network of professional women. “Some of the topics that the Board and I will work on are to popularize leadership, entrepreneurship, innovation and technology, gender equality in the workplace, talent development, cyber security and attracting girls to STEAM careers,” she says.

Diana thinks women have no limitations except their predispositions, attitudes, and upbringing. “Unfortunately, I am experienced enough, and I can deal with all the challenges and solve them mostly to my benefit, because experience is just another term for all the mistakes you have made and learned from them. So, I have learned how to deal with the business surrounding,” she explains. “Having entered the IT world from aviation, which is also men’s industry, I have learned how to live in that world and fight for my opinions to be acceptable and accepted.” She motivates every woman to find their strength and put forth their points with the knowledge they already have in them, in abundance! That is the key to success.

According to the pioneering leader, success is never easy to find. “To be successful means to do great things every day, so I would say that I am still working towards my success because success is a never-ending process that everybody is trying to achieve,” adds Diana. “Some advice for young women from my journey is to be brave, ambitious, smart, and curious to see what is beyond first sight.” This will lead them to learn more, and then they will understand that no matter how old they are, learning a new thing and staying curious is the key to staying competitive and successful.

Armed with this mindset, Diana wants to help little girls, and then also young ladies, to understand that prejudices shouldn’t limit them in choosing a profession. She states someone else sets limits for them during childhood. Guided by what they brought from home, most turn to the humanities and stay away from technology, although the female brain is the same as the male, if not superior in some things. However, it is difficult for them to grasp that, which is why it is her desire and ambition to encourage them to turn to the IT industry. “And I don’t only talk to them, but I also sponsor mentoring courses and teach whenever and wherever the opportunity arises, because they can learn a lot from my experience,” elucidates Diana. “The most impactful lesson I have learned is that everything comes together if you are diligent, love what you do and love your life. And I love my life.”

This is the same ideology Diana uses to take TeleGroup to new heights. Since its inception, TeleGroup has been the synonym for constant learning and advancement in a flexible manner. “The past couple of years have been some turbulent times with great changes in daily life and business,” says Diana. “The main thing that has changed and that will have a great impact in the years to come is the fact that the whole world has become more connected through digital innovation.” This opens the door to new business opportunities for many companies. People can start thinking globally, work globally, and share their ideas. For the days to come, Diana wants to strive towards working on education with women in the IT world and fight for equality of genders in every current and new industry. “But future is future, you can never know what it will bring exactly, but you can always try to predict it and be ready for many scenarios that could actually happen in the end,” she adds. “We strive towards an active role in the technological changes that are taking place and the implementation of digital transformation both in our company and in the economy of our region.” WL

A strong and driven corporate operations leader with 25+ years of proven accomplishments in the luxury hospitality and spa industries, Michelle L. Kinney, Chief Operating Officer, Trilogy Spa Holdings, is a pioneer in creating a culture of inclusion, collaboration, and accountability. Michelle knows that a culture of work-life balance, supporting the programs and training for staff, and creating an atmosphere of divergent and innovative thinking and a willingness to consider solutions is extremely important for every organization. “In collaboration with the leadership team, I am committed to establishing standards and strategic initiatives that drive sustainable growth, focus on operational excellence and provide unique and memorable experiences for our guests,” says Michelle. “I am passionate about building and maintaining trusted relationships with our key customers, clients, partners, and stakeholders, as well as bringing the mission, vision and values of Trilogy Spa Holdings to life for the employee-partners and partners we serve.”

Realizing a vision of bringing together experts within the wellness/hospitality sector, the pioneering leader has created a “best of the best” team. Being an inspiring leader, Michelle ensures that she is creating and encouraging career paths not traditionally made available within the industry and removing hurdles for such individuals to bring thoughts, ideas, and talents to the table. “I live by the mantra of ‘hire the best, most passionate, aspirational individuals and then get out of their way while standing alongside them for encouragement and support’,” she adds. “I have also been a support system to the female business owners who are out there trying hard to establish themselves. I ensure that I mentor those who have a true desire to continue learning and growing every day.” Being a true professional role model for excellence, Michelle continually seeks opportunities for up-and-coming leaders to further their skills and talents and encourages that process through moral and financial support.

Hence, she has been building a company that provides a path forward for future growth in diverse ways within the wellness sector. Imparting her years of experience as a mentor while riding the fine line of letting others learn through trial and error, Michelle lets small failures teach great lessons which ultimately lead to success. “I had considered myself successful when I loved what I was doing and going to work every day was exciting.

Once I realized my strength in leadership and mentoring others, it became a matter of how I could do more of that in whatever position I was in,” she elucidates. “I lead with empathy. Listening and being empathetic to whatever challenges are happening in the lives of those you work with, both personally or professionally, is something that I follow closely. I still hold people accountable for performance but supporting them and finding the best way for them to achieve that.” Armed with this unique mindset, Michelle has been taking the company to new heights.

Co-founded in 2011 by David Stoup, a 35-year spa industry veteran, and Bob Boykin, Trilogy is dedicated to operating the most innovative, service-centric, and performance-optimized branded spas in the hospitality industry. “One of the biggest achievements of our organization is that it has grown through word of mouth. Our success has organically grown through referrals and doing great work for our clients,” explains Michelle. “Our goal for the near future is unit growth that allows for the continued education, mentoring, and support for our Employee partners to continue to enhance their career paths with Trilogy.”

For the days to come, the steadfast leader is looking to train the team over the next several years and step into a Co-chairman’s role. “We are creating a culture that invests in the learning opportunities and growth of it’s leaders while defining the vision of Flawless Service, Every Guest, Every Day with clarity and purpose, has been some of the secret sauce to our success,” says Michelle. “Investing in our people has been as equally important as investing in the quality of service we strive to provide. It starts with your own team and their ability to thrive within your well-defined culture.” WL

Edith Nordmann

Managing partner ACG International – Attorney at Law

Chairman Netherlands India Chamber of Commerce and Trade (NICCT)

Edith is Managing Partner at ACG International in Amsterdam where she also heads the corporate and commercial litigation department.

She is a highly experienced corporate and commercial litigator, who has been representing both companies and private individuals in highly complex matters and has a vast expertise in cross-border business transactions, contract disputes, and national and international litigation.

In addition, Edith is a certifed mediator, who assists her clients in finding amicable resolution of their disputes. For more than twenty years Edith has been working with international clients from all over the world. Being fluent in German (native speaker), English, Dutch, French and Italian, Edith is not only able to communicate with many of her international clients in their mother tongue, but also to understand the difference in mentality, culture and legal systems. Through her deep-seated local knowledge and international networks across practice areas and borders, Edith uses her business minded strategic approach to assists her clients in getting deals done and finding solutions that achieve the best results for their actual needs.

As a seasoned litigator Edith was invited in February 2019 by the New York International Arbitration Centre to give a presentation and inform New York attorneys about the Netherlands Commercial Court (NCC).

Recently Edith was invited at the Business Forum on The Changing World of Cross-border Financial & Banking Transactions in Mauritius, where she spoke about the challenges of opening and maintaining a business bank account in an international context and the constraints this poses on doing business internationally. At the same time, she launched the International Comparative Banking Regulations Guide on how to open a bank account in 15 different jurisdictions.

Next to her professional career Edith engages in many charitable and social organisations using her professional expertise, not only helping others but also empowering them in their endeavours.

Edith was awarded “Women of the Decade in Law & Social change” by the Women Economic Forum in 2017.

This in-depth interview with Edith gives a good insight in what drives her ambition.

What did you want to be in the past and why?

“I wanted to become a teacher. My motive for this was that I really enjoyed teaching others new things and making material understandable in a pleasant way. I also gave tutoring lessons at school at a very early age and loved it when ‘my’ tutor children had an ‘Aha moment’ and then got good grades and felt better as a result.”

Who is your role model?

“I have several role models, there are so many fantastic ladies and gentlemen who have shown how they can combine work, private life and developing special subjects. One such role model is Mr Lakshmi Kumaran – he is a lawyer in India and started a law firm with his brother 40 years ago. Now the firm has 400 lawyers and he is a leading expert in the field of taxation. He was at the forefront of the revision and digitalisation of the VAT system in India (GST). He is my role model because, on the one hand, he is full of innovative ideas, still implements them daily and enjoys his work. On the other hand, I admire him because he is a pious and grateful man with great respect for others. We meet regularly and discuss the cultural differences between the Netherlands and India, the wishes and needs of the Dutch and the Indians. We brainstorm how we can build bridges between the two countries, using our networks, to strengthen the economy and mutual understanding. “

What brought you to where you are today?

“I married very young – I was 19 and came to the Netherlands from Switzerland, without any knowledge of the Dutch language. At first, I helped my husband build up his business. After the children were born and the youngest went to playschool, I started studying law. In the morning, I took them to playschool and to school, then I ran to university to pick them up again in the afternoon. With three young children, I did the shopping and everything else that other mothers do, to the playground, swimming lessons, etc. When they were in bed at 8pm, I picked up my study books – within 3 years I had completed both my bachelor and master studies. Thanks to my employer back then I was able to combine my job as a lawyer with my family. I could pick up and drop off the children – even if I had to do so in between – but I also felt responsible and worked into the middle of the night if necessary. My husband supported me fully in this – without his support this would not have been possible. In addition, I also devoted myself to helping others with the knowledge I had gained. The children felt inspired by this – they still say so today, when they are 31, 30 and 27. They have all graduated, are married (the youngest almost is too!), enjoy being with others and also commit themselves selflessly to others. And in the meantime, I often ask them for advice!”

What are the life lessons you want to pass on?

“Try not to be like someone else. As a woman, especially, don’t try to be like a man. You must first understand what you are good at and what gives you pleasure. Use this knowledge and insight to develop yourself and don’t forget to give others ‘wings’ as well. Let people know that they can become the best version of themselves – not a copy of someone else. Don’t let traditions, resistance and the fact that it might be difficult get in the way of setting goals and achieving them and inspiring others to do the same.

My mother wanted to have her own flower shop when she was young. Her father was against it because it makes your hands ugly. When she married, she was told that the woman belonged to her family. Her love for flowers and the arranging and rearranging of them has never stopped; despite a wonderful family and a fulfilled life, she regrets never having started a flower shop. So, listen to yourself, to what you really want to do and achieve – only in this way can you become the best version of yourself and only in this way can you inspire others.

Another important life lesson that I try to apply every day is to be and stay genuinely and interestedly curious – the world has so many interesting facets and people, every day is an opportunity to learn new things, to get to know people, to broaden one’s horizons and to help others in the process. Choose a profession you enjoy, then you will become good at it, you will enjoy developing yourself and the ‘hard work’ will not be a burden, but a challenge to do even better.

In what are you a role model yourself?

“Just like when I was at school, I still love helping young people to see new and different perspectives, to inspire them to develop and to pursue their goals. I do this actively with young employees in the office. I take them along so that they can see and experience as much as possible of the enthusiasm that comes from helping clients. I also mentor young female professionals – it is wonderful to show them what they are already doing very well and that some doubt is part of the development, as long as it is healthy doubt and not reluctance or becoming reluctance.

We have excellent professionals in the Netherlands who almost always find a way to do their work with great enthusiasm and pleasure. This is why the Dutch are among the happiest people. Fortunately, that enthusiasm and the idea that you should not strive for the impossible – but rather try to find and develop the best version of yourself – inspires many. I also speak at various international conferences and try to inspire young people, including mothers who would like to do something else. It helps when I tell them that I myself only started my studies when the children were 2.5, 5 and 6 years old – and that without a nanny or childcare!”