Filipa Neves is Marketing Director at HEINEKEN Mozambique. Her experience and insights are revealed in this exclusive interview, in which she shares the joys and challenges of her leadership in a sector traditionally dominated by men. Her experience can inspire and positively impact other women, promoting significant and sustainable change in the business environment.
What is it like to be a woman in a leadership position in a predominantly male industry, especially in Mozambique?
Actually, I think being a woman puts us in a very privileged position! By this I do not mean that it was always so. Being a woman in a leadership position in a predominantly male industry can present various challenges in Mozambique, as anywhere in the world. However, it can also bring unique opportunities to promote gender equality and to inspire other women. I do not feel better or worse for being a woman, but history makes me feel privileged to have the right today to occupy this position.
Despite the challenges, women in leadership positions have the opportunity to influence positive change, including diversity and inclusion policies and the encouragement of other women's advancement. Honestly, I do not put much pressure on myself because I am a woman. I just do my job; I really enjoy studying and learning. I like listening to people, stories, expectations, dreams and ambitions, and I see every day as an opportunity to improve, both professionally and personally.
Could you share with us an experience in which you felt that your perspective as a woman added unique value to your team or to the company's strategy?
By nature, women are more empathetic. And I consider myself, besides being empathetic, a very optimistic person. And I think that this brings a more inclusive approach to management. I also think I have a more open leadership style, which makes room for the sharing of opinions, experiences and expectations; in the end, I think all these factors contribute to more even and sustained growth of teams. Not to mention motivation.
In what ways do you believe marketing campaigns can be used to promote women in Mozambican society?
Just as the history of women's role in society has been evolving, marketing has also evolved considerably. In the past, marketing made a great deal of use of the figure of the woman to create stereotypes. Something that would be unthinkable today. Fortunately, I see more and more companies from various sectors using their brand promotion campaigns to also give this space and opportunity to change the narrative around these stereotypes. For example, by showing women in less conventional roles, and through educational campaigns on gender equality. I think that, increasingly, over the last 10 years, women have occupied an ever more relevant and predominant space in marketing campaigns. If we stroll around the city of Maputo, 85% of billboards show the image of a woman in a leading role. In some way, I think the impact on new generations can only be positive and will ensure balance.
How do you see the evolution of female empowerment in Mozambique's business sector, and what advice would you give to young women who aspire to leadership positions?
The first piece of advice is to invest in training. To invest in training combined with passion. There is no greater pleasure than waking up to go to work and feeling butterflies in your stomach at the prospect of doing what we love. I think this is the best advice I can give anyone. Because it is the example I want to set for my daughter. I have been teaching for 10 years in Mozambique and I see more and more women doing postgraduate degrees. At any masterclass, I would venture to say that 70% of the audience is female. In other words, there is a clear evolution. And I genuinely believe that the impact on the economy will be very positive in the short term.
Filipa's vision and determination illustrate the importance of female leadership in challenging contexts. Her words encourage and guide young women to pursue their dreams with conviction and courage, driving them to overcome barriers and reach new levels of success and personal fulfilment.
