The 10 Most Empowering Women in Business 2021 July2021

Editor’s Desk

Let’sGet Readyfor

Dynamic Leadership

Ifyoutrytodoanythingatfirst,therearedifficulties,

andyoulearnfromthosedifficultiesandfindawayto succeed.Inthecaseofbusinessleadership,youstart bybuildingtheteamandengagingthemwith knowledgeableandreputablebusinessinsights,whichisthe focusofanyleadertoputeverythingattherightplaceatthe righttime.

Businesswomeninleadershipfocusonsuchinsights–like people,clients,andhelpingeveryteammembertoreach theirpotential.Theybuildastrongteamaroundthem, offeringopportunitiesfornewtalentintheorganization. Theyknowthatthereisahugetalentinsidethe organization;allitneedstobedirectedtowardsthe commongoal,whereeveryonecontributestowardsthe team'ssuccess.

Achallengethatcomesinthewayofwomenismaintaining abalancebetweenpersonalandprofessionallife.But,their beliefinhardworkwithafocusongoalskeepsthisbalance possible.Theyarewellawarethatleadershipisabout challengingthestatusquobyaddingqualitytowork.And, tothriveinthecutthroatbusinessecosystem,innovation andtechnologyarethekeys.

Today,businesswomenusetechnologicaltoolstobringthe teamcloserbycollaboratingandformingstrongbonds.The digitalpresencehasbeenincreasedinthisongoing pandemicwiththeimportanceofcommunicationover socialmedianetworkslikeZoommeetings.

Moreover,businesswomenbuildaculturewheretheylisten totheproblemsoftheirpeopleguidetheminhowtheycan

reachtheirmaximumpotentialtoachievetheir personalaswellasprofessionalgoals.Theybelieve ineradicatingproblemsfromtheroot,and understandingtheco-relationsbyinteractinghelps themrealizetherootcauseoftheissues.

Theworldaroundusisevolving,and businesswomenarealwaystryingtobeonestep aheadofthistransformation.Thekeyistobecurious andbechallengedallthetime,asthereisalways roomfortrialanderror.Weasasocietyalsoneedto changeourwayandgetreadyforengaging,modern, competent,andagilewomenleadership.Itiswith ourbeliefthatevenwomenhavetheabilitytobring thechangetotheindustrywillcontributetowards makingthisworldabetterplacetolive.Withthat note,InsightsSuccesshasacompiledalistofsuch empoweringwomeninitsupcomingedition- The 10 Most Empowering Women in Business, 2021.

Thesebusinesswomenaremakingglorious contributionstotheworld.Theirempoweringstories inthiseditioncaninspireupcomingleadersand entrepreneurs.

Let’sstartreading!

ARTICLES

30

Leader’s Viewpoint

How Carbon Osetting Can Help Your Business ?

Joanna James

Empowering People to Rise

Above Limitations

Johanna Pystynen

Revolutionizing the HR Structure

Teresa Santana

An Eager Geophysicist Challenging the Status Quo for Innovation

Tina Powell

A Prominent Leader in the Digital Marketing Industry

Managing

David,

Business

Steve,

SME-SMO

Circulation

FeaturedPerson

JoannaJames GeneralManager

CompanyName

MortgageEzy mezy.com.au

JohannaPystynen CEO LaaSCompany laas.fi

LizConelly DirectorofCoachingand Development

MakinleyFletcherCook LoanOriginator

RachelOstroff ViceChairandCo-Owner

SarahRobarts President

SophieComas FounderandFreelance MarketingConsultant

SusieMitchell Director

TeresaSantana ChiefGeophysicist AdvisorandDiversity Officer

TinaPowell CEO

MAXWELLENKI LIMITED maxwellenki.com

UnitedCommunity Bank ucbi.com

TheWonderful Company wonderful.com

BallantinesPR ballantinespr.com

RimuMarketing rimumarketing.co.uk

Florence&James MarketingConsultancy florenceandjames.co.uk

YPF ypf.com

C-SuiteSocialMedia csuitesocialmedia.com

Brief

MortgageEzycontinuestobeoneofthemostrecognisable NonBankmortgagemanagementbrandsinAustralia.The companywasformedthroughthejointeffortsofPeterand JoannaJamesandwasincorporatedin1994.

LaaSisanHRtechsolutionthathelpsorganizationsupdate theirwholetoolkittomeettheneedsofmodernworkinglife, basedonLeadershipasaServicephilosophy

In2015,MaxwellEnkiwasestablishedbyLizConnellyto shareherpassionandknowledgeofcoachingandtraining, whichshehasdevelopedoverthepast20years.

Since1950,UnitedCommunityBankhasbeendedicatedto providingbestinclassservicetoitscustomersasthe foundationofeveryrelationship.

TheWonderfulCompanyisaprivatelyheld$5billion companydedicatedtoharvestinghealtharoundtheworld throughitsiconicconsumerbrands.

BallantinesPR(BPR)isagloballifestylePRfirmbasedin WestHollywood.BPRisaluxuryandlifestylePRfirm foundedonkeyglobalmediarelationships,strategicthinking, andinnovativecampaigns.

RimuMarketingisdedicatedtoinspiringbusinessestotrust andbelieveinthepowerofmarketing.

Florence&JamesMarketingConsultancyinspiresandhelps ambitiousbusinessesachievetheirgoals.

YPFiscommittedtogeneratingenergythatisimportanttoyou andyoureverydaylife,energyforcookingandturningonthe light.

C-SuiteSocialMediaisahigh-performancemarketing companyforRIAs&fintechcompaniesinwealthmanagement.

TJoanna James

Empowering People to Rise Above Limitations

omakeagloriouscontributiontotheworld,itis importantforbusinessleaderstonotbeconfinedby anymediocrityandnarrow-mindedapproach.Itis importanttohaveabroad-mindedapproachtobea successfulbusinessleader.JoannaJamesisonesuch empoweringleaderinbusinesswhoisnotconfinedbyany limitationsinherimagination.JoannaisGeneralManager atMortgageEzy Asadisruptor,MortgageEzyhasshaken upthemortgagemarketsinceitsinceptionin2001byusing technologytoenhanceitsserviceofferingacrossadiverse andwiderangeofloans.

GrowingthroughaJourneyQuiteLikeaRollercoaster

Thepast20yearsjourneyofMortgageEzyhasbeenquitea ridefrominceptionin2001asateamof2,growingrapidly throughthemanycyclesofbusinesstotheteamof200 today.Joannarecallsthereweretimesofrapidgrowth wheretheywerehiringnewteammembersonaThursday andbuildingdesksovertheweekendforaMonday morningstart,throughtotimesofconsolidationand defensiveneedssuchastheGFCandmorerecentCovid19.

Thejourneyhashadmountainstoclimb,valleysandrivers tocross,butoverall,everydayisadifferentlandscapewith avarietyofissuestoaddressfrombigpicturestrategy initiativestotheminutiaoffinerdetails.WhenJoannalooks back,itisthefacesofthepeopleinMortgageEzy’steam, itsbrokers,andthetensofthousandsofAustralianssheand herteamhavehelpedsecureabetterhomeloanthatfeature mostprominently

HarnessingCreativityandVibrantEnergy

Beingayoungerfemaleinaverymaledominateddomain, JoannawasoftenpresumedtobethePAorBDMand spokentoodismissivelyonmorethanoneoccasion,dueto heryouthfullooks.TransitioningfromArchitectureand buildingintotheFinancearenaalsobroughtaneedfor furthertrainingandupskillingandshewouldoftenbe questionedonherauthorityandexperience.Luckily,she sawthisasabenefitasshesetouttobeanythingotherthan aboringbankingprofile,andthus,shewasabletoharness hercreativityandvibrantenergyintocreatingadifferent typeofCompany.Whilstonthejob,shehaslearntto overcomediscrimination,fear,doubt,procrastination,and manylimitingbeliefsaboutwhoshecanbe.Perhaps,the biggestchallengeforherwasjugglingafamilywith businessneeds.

ChallengingtheStatusQuo

Joannabelievesthateveryonewantstohaveclarityaround whatitistheyarebeingaskedtodo,andwhytheir contributionisimportanttothebiggerpicture.Shebelieves inengagingteammembers,sothatthereisapulltodo thingscollaborativelyandalwaysshowingappreciation,not justforwhattheydobutwhotheyareaspeople.

AsJoannalovestohavefun,sheinspiresothersandcreates anatmospherewherepeoplecanexpresstheirgiftsand talentstoo.Shebelievesimpactfulleadershipischallenging thestatusquo,andincitingpeopletopondertheright questionssotheycangrow,theninturncanbemore impactfulintheworldtoo.

Mortgage Ezy is a dynamic, innovative Non-Bank Lender operating throughout Australia.

‘‘ ‘‘

BeingFlexibleandUndergoingaProcessof Metamorphosis

Talkingabouttheimpactofthepandemic,Joannamentions thatMortgageEzyisaflexiblegroupalreadytrading internationally.Inresponsetopandemic,herteamwasset upquicklyandadjustedtoworkingremotelyeasily.Ithas nowextendedthisoffertopermanentworkfromhome arrangementsforbothnewandexistingmembers.Ithas undergoneaprocessofmetamorphosis,reinventingtheway thatitengageswithitsteam,brokers,andclients.

Joannaopinesthattheadaptionandimplementationofnew technology,methodsofcommunicationaswellastraining andeducation,especiallyintheareasofleadershipand mentoring,hasmadetheshifttothenewnecessityofaselfmotivatedparadigmrequiredbyallpeopleworking remotely.Thevalueaddoutsideofworkisreallythemain areaoffocusandpeoplearoundglobeexpectmorefreedom andsupportfortheirlifestyleswhileworking.

BeingDecisive,ResilientAndContributingtoWelfare Causes

Joannastatesthatentrepreneursshouldhaveanimagination followedbydecisivenessandresiliencetothriveinthe cutthroatbusinessecosystem.MortgageEzycontinuesto generateandcontributetomarketcompetitionwithits productofferingsasatruecounterpointtothemajorbanks. Thisensuresproductinnovationandpricereductionsforall Australians.

Onaglobalscale,thecompanysupportstheTHRIVE initiativewhichsupportschildreninAfricabywayofan educationalscholarshiptoensureallfundsgodirectly wheretheyareneededmost.Itsupportsthemthroughtheir entireeducationaljourneythroughschoolandinto universitytogivethemtheopportunitytobetterboththeir personalandfamily’slives.

Today,whetherJoannafacilitatesfinancesforhomes, demonstrateshowtocreatehealthyspaces,ormentors’ groupsforsuccessfulwomen,sheempowersothersto createthelifeandlifestylethattheytrulydesire.

LearningbyDoingandEmbodyingLessons

Joannaisabigbelieverofself-developmentworkandprior toCovid,sheregularlytooktimeouttoattendalltypesof groupworkshops.Thiscoveredeverythingfrom professionaltechnicalworkshopstomotivationalgurus suchasTonyRobbins.Sheloveslearningthroughmostly audiobooks,currentlysheislisteningtoIndestructibleby NirEyalwhichishelpinghertotakeherfocustothenext level.Sheworkswithaseriesofmentorstohelpherself progressbylearningfromotherswhohavealready masteredtheircrafts.However,hermostpoignantlearning hasbeenlifeexperiential,asshetendstolearnbydoingand embodyingthelessons.Theimpactofthishasbeenboth positiveandalsoincrediblychallengingespeciallywhen theyweredifficultlessonstolearn.Beingsaidthatithasin returngivenJoannagreatdepthasshehasovercomethe challengesthatwerepresented.

ConciseNotetoAspiringEntrepreneursinFinance

AccordingtoJoanna,workinginfinancerequiresa disciplineandself-masteryaroundmoneypsychology, especiallyunderstandinghowthisinfluencesthebehavior ofothers.Inheradvicetoemergingwomenentrepreneurs shesays, “Remember Finance is a language just like any other that can be learnt so approach it in manageable pieces and seek great teachers to show you what you need to learn. Take time out of the day to day to work on yourself, your success will only ever be as large as you can see it in your mind’s eye. Whether that be meditation in the morning, workshops and extra webinars, or seeking mentors it will serve you well.”

“Be brave, dream big and love what you do, a zest for life is the key to everything,” sheconcludes.

Johanna Pystynen

RevolutionizingtheHRStructure

Whenpassionmeetspurpose,italtogether becomesafuelthatdrivespeopletowardstheir specificgoals.JohannaPystynen’spassionto helporganizationsincreasetheiragilityandmakeworking lifemoremeaningful,sensible,andproductivefor everyone,ledhertobecomeaCEOatLaaSCompany,a digitalproductfamilyforallworkplaces

DaredtoInnovate

ThestoryofLaaSbeginsinFinlandin2012whenJohanna PystynenjoinedITcompanyVincitasHRDirector The teamcreatedamodernandagileleadershipmodeland wantedtofindatoolthatwouldsupportthisnewmindset. However,alltheHRtoolsavailableonthemarketwere company-focused,andnotdevelopedtohelpemployees.As anITcompany,theydecidedtocreateaplatformofitsown. ThisplatformledVincittobeathree-timewinnerofthe BestWorkplaceinFinlandAward,awardedastheBest WorkplaceinEuropein2016,andratedamongFast Company’sglobalBestWorkplacesforInnovators2020list.Soon,severalorganizationswantedtoadoptthesame agileleadershipmodelsthatVincithadbeenawardedfor Tohelpothersmakeself-organizationaseasyaspossible, thecompanywantedtosharetheirdigitalplatformwiththe world.ThisishowLaaSCompanywasborn.

InDecember2020,JohannaleftherplaceattheVincit executiveteamtodriveLaaStoitsfullpotential.Atthe moment,ateamof10professionalsfromthefieldsof softwaredevelopment,organizationalpsychology, management,andeducationalstudies,andservicedesign arestrivingtomeetthegrowingdemand.

LaaSisadigitalHRplatformthathelpsorganizations updatetheirwholetoolkittomeettheneedsofmodern workinglife,basedontheLeadershipasaService philosophy Thisagile,co-organized,anddata-driven platformhelpscompaniesleademployees’well-being, competencies,andemployeeexperience,offeringtailored supportandservicestomeetindividualneeds.Ithasbeen awardedasHRTech2021WinnerbyTalentCultureand Top10EmployeeWellnessSolution.

BuildingEmployeeTrust

Johannaisoftheopinionthatcompanieswon’tsucceedin therevolutionofworkiftheydon’tfocusonemployee wellbeingandemployeeengagement.Thisisoftenbuilt-in instart-upcultures,butitgetsmoredifficultwhenthe companygrows.Companiesreallyhavetostartputting

effortintodevelopingapositivecultureandcreating structuresthatenableandmaintainthis.

InJohanna’swords,“It is a prerequisite for success. To tackle the constant changes in the operating environment, small and big, we need to have a platform to try new things and learn fast, to collect data on what works and what doesn’t, and to focus resources on the right things. In HR, too much is done based on guessing and this needs to change. We need to learn to lead with data.”

Sheaddsbysaying,“At the same time, employees can’t thrive in the demands of self-organization unless workplaces start to focus more on providing possibilities to actually lead themselves. With digital tools, we can provide information, data, and understanding for the employee on the other hand about their wellbeing and competence and on the other hand on the company needs and vision.”

Takingabovesituationintoconsideration,thecompanyhas builtaLaaSmodeltohelpitsemployeestoleadtheir wellbeing,network,andsharetheirexpertiseoverteam borders.This Leadership as a Service modelallows everyonetochoosefromits“internalmarketplace”the supportthatbestmeetstheirindividualneeds.Employees aretreatedas"internalcustomers"andactiveconsumers, enablingthemtosolvetheirproblemsinsteadofpassively waitingforhelp.Thekeyistoencourageemployeestotake ownershipoftheirwellbeingandemployeeexperienceand learnself-leadershipskills.

Vincitisathree-time winneroftheBest WorkplaceinFinland Award,awardedastheBest WorkplaceinEuropein 2016andratedamongFast Company’sglobalBest WorkplacesforInnovators 2020-list.

ImportanceofHR-tech

AccordingtoJohanna,technologyshouldnotonlyhelpthe managementbutalsotoemployees.Techshouldofferdata andsupporttobothindividualsandteamstohelpthemto understandwhatisimportant,whatchallengestheymight have,howtheycanreachtheirgoals,andwhocouldhelp themwiththat.Itshouldalsosupportaholisticview.Itis importanttolookatwell-being,competenciesand employeeengagementasasystem,wherealltheareas interactwitheachother.Understandingthecorrelations betweenthesethemeshelpscompaniestorealizetheroot causesandfocusonsolvingtherightthings.

UnderstandingtheRequirementsofPeople

Johannabelievesthatthereisahugeuntappedtalent potentialinsideorganizations.Thefirststepistomakethis expertisevisiblebyconceptualizingitandmakingit availableforeveryone.Companiesneedtohelppeople understandwhatarethestrategicallyrelevantcompetencies intheirorganization.Thesecondstepistoenablethemto directtheirownexpertisetowardsthiscommongoal. Thisshouldbedoneindividually,asdifferentpeoplehave differentneedswhenitcomestocompetencedevelopment andorganizationsshouldbeabletosupporteveryoneina waythatsuitsthem.

LaaScompanydoesthisinanagile,cost-effectiveway.Its servicecataloguehelpsitsemployeestounderstandwhat supporttheyhaveavailableandwhocouldprovidethem help:itmightbetheircolleague,salesteam,HRteamor sometimesevenCEO!

AFutureLife

Astheworldaroundusisdevelopingallthetime,theteam atLaaSisconstantlyresearchingthefutureworldofwork andalwaystryingtobeonestepahead.Thekeyistobe curiousandchallengethinking.Thereisalwaysroomfor trialanderror.Infiveyears,thecompanywishestohelp thousandsofcompaniesgloballytochangetheirwayof leadingwellbeing,competencies,andemployee engagementintoamodern,agileleadershipmodel.

AnEnlighteningAdvice

Inheradvicetoemergingentrepreneurs,Johannasays, “Trust yourself and your intuition. Don’t try to adapt to a role that doesn’t fit what and who you really are. If there is something you don’t manage yet, get support around you. In my experience, people are more than happy to help. Be curious and dare to grab opportunities.”

Leaders that We Need Today

Lifeisastrugglethatrevolvesaroundpersonal andprofessionalchallenges.And,whenyou arestruggling,seekingadvicefromgenuine friendsalwayshelpsyou.Butinsteadoffollowing peopleandtheiradvice,createyourownopportunities thathelpyoufindyourownpath.Becausefateisby farthegreatestmysteryofall,andyoucannever knowwhereitwilltakeyou.Buttherealquestionis thereanalternativetoallofthis?Whileeveryone speaksaboutthesecomplicatedthings,let’sdiscuss thesolutionthroughthisarticle.

Ourlivesareconnectedtotechnologyandsocial media,astheyplayakeyroleintoday’smodern world.Asbusinessleaders,wehavetoacceptthefact thatthevisiontobringchangeinthelivesofthe peopleandtransformtheworldispossiblewith technology.But,promotingcompassionandwellbeingamongthepeopleisalsoequallyimportant. Understandably,everyonewantstocreatetheir identityandinfluencetheworld.Butdeveloping leadersjustforthesakeofbusinessoutputandprofits willdegradethequalityoftheleadership.And,we don’twantsuchleaders,especiallyintoughtimeslike today

Wewantleaderswhocangetthebestoutoftheir team,whichispossibleonlywithoutthefearof judgment.Itisagreatwaytolead,discuss,guide,and helpeachotherincrucialtimes.Arayofhopeisall peopleneed,andleaderscanbringthathopethrough thesesources.Forexample,ifanyemployeeknows thathe/shedoesnothavetofacetheissuesaloneand thereissomeonetotalkaboutit,itgiveshopetothat person.

Yes,that’sthealternativeforaleader–toconnect-to helpthosewhofeeldownandtrytobringthebestout ofthem.That’swhattheleadershouldberecognized for,andthisistheshiftleadersneedtobringcurrently Asanorganizationandaspeople,weshoulddevelop compassionandethicsthatreflectouroutlookonthe world.

Itisonlywiththisapproachwecanmakeitpossible tosustainandimpactlivesforlonger,creatingabetter worldforall.Thisisamuch-neededalternativein today’spandemicsituation–promotingcompassion

andwell-beingamongthepeople.Nowthatwehave gotthealternativesolutionfortheleaders.Thenext questionis,howdoyourecognizethatyouneedhelp? Mostofustodayaretoobusymakingaliving.We existonlywithinourdailyroutine,asweare preoccupiedwithmassiveresponsibilitiesinmany aspectsofourlives,likeacademic,financial,career, householdchores,etc.Andduetothis,itbecomestoo latetorealizethatyouarealreadystruggling–emotionallyandmentally.Wenolongerlistentoour body&mind,andfinally,wedonotappreciateour actual/reallife.

Thereappearsanabsenceofself-care.Takingcareof yourselfcanbeoverlookedagainstalltheprofessional pressuresofourlife.Butitisimportanttotaketimeto careaboutyourphysical,emotional,spiritual,and mentalhealth.

Beforeyouextendyourcompassionandauthentic careforpeople,youmustfirstpracticeself-care. Why? Becauseyoucannevergivewhatyoudonot have.

Belowarethingsthatcanhelpyouinpracticingselfcare:

Ÿ Startyourdaydoingthingsyoulovethemostand boostyourmood.

Ÿ Begratefulforthingsyouhave,nomatterhow smallorbigitmightbe.

Ÿ Havesufficientsleep,healthyfood,andexercise regularly

Ÿ Doactivitiesandinteractionsaddvaluetoyourlife

Therearemuchmorethingsthatyoucandiscover yourselftopracticeself-care.Afterfollowingallthe things,youwillappreciateyourlife,evenmore, resultinginahealthywork-lifebalance.Withpeaceof mind,youwillachieveyourlifegoals.Youwillknow yourselfbetter–seeabetterversionofyourselfand attractpositivityinyourlife.

Teresa Santana Chief Geophysicist, Advisor and Diversity Officer YPF

TeresaSantana

AnEagerGeophysicistChallengingtheStatusQuoforInnovation

TeresaSantana

isamongpioneersintheenergy industryinappliedgeoscienceforquantitativeand volumeinterpretation.Sheisaneagergeophysicist whochallengesthestatusquofortechnicalexcellence withinprojectslookingforinnovation.Hercuriosityin science,passionforphysics,andmathematicsenabledher decisiontostarthercareeringeophysicswiththedreamto predictearthquakes,andshortlydecidedtoexplorefor hydrocarbonswithintheenergybusiness.

AftertenyearsworkinginArgentinaengagedindiverse projects,fromseismicacquisitiondesignandinterpretation searchingforhydrocarbonaccumulations,toleading integratedmulti-disciplinarystudiesfornewopportunities, Teresacommencedherinternationalcareertomasterin state-of-the-artleading-edgetechnologiesinquantitative seismicinterpretationtopredictreservoirpropertiesfrom thesubsurface.Asaresult,shewasimmersedinhuge globaldiscoveriessuchasfieldsinoffshoreGuyanaand offshoreNorthWestAustralia.Then,shedecidedtoreturn toArgentina,herhomecountry,togivebackherexpertise tothelocalcommunity

Currently,sheistheChiefGeophysicist,DiversityOfficer, andAdvisorinGeophysicsatYPF,acompanythatis committedtogeneratetheenergythatisimportantfor peopleandtheirdailylives.HerroleatYPFistoensure technicalexcellenceingeophysicswithinprojects.

Additionally,inherfunctionasAdvisor,sheisresponsible forthetechnicalassurancewithinYPF´sExpertiseprogram thatcertifiessenioritiesforthegeosciencecommunity. Furthermore,heraspirationforequalbusinessopportunities leadshertovolunteerasDiversityOfficertoeasethe connectionbetweentheUpstreambusinessdemandsand theDiversityandInclusioncommitteethatimplementsthe CompanyD&Imissionandstrategy

Withverysoundjudgment,aninterviewwasheldbetween TeresaSantanaandInsightsSuccessthatfollowshercareer

“With technology, constant challenges, innovation and equity, we seek to provide the energy solutions that Argentina needs.

“

path,deliveringfit-forpurposetechnicalsolutionsto supportbusinessdecisionsglobally.

Below are the highlights of the interview:

Asageophysicist,whatisyouropinionontheimpactof thecurrentpandemicontheEnergymarket?

Thepandemicforcedustoworkcollaborativelyinavirtual way,maximizingtheuseoftechnology.YPFwaswell preparedtofacetheCOVIDchallenge.Allworkingdata wasalreadytransferredtothecloud,serversandhardware werepreparedforemployeestoworkfromtheirhome whentheirrolesallowed.Forthosewhomustbeinthe operationseveryday,therearestrictprotocolstoprotect theirhealth.

Inmyexperience,workingremotelybenefitsboththeworklifebalanceandthebusinessefficiency.Employeesearned moreflexibility,accountabilityandresponsibility,and leadershadtoincludesoftskillstoensureempathy,quality andproductivity.FortheDiversityandInclusion committee,itwasanopportunitytotalkaboutcoresponsibilityindomesticandcaretasks.

“Inthemidstofeverycrisis,liesgreatopportunity”, A.Einsteinstated.Iamastrongadvocateofthehuge opportunitythepandemicisgivingustooptimizeour leadershipstylesandourwaysofworkingtoconfront establishedparadigms.

Whatisyourthoughtonthenecessityforbusinessesto aligntheirofferingswithnewertechnological

developments,especiallywhenitcomestodigital transformation?

Itisimperativeforcompaniestoadapttotechnological developmentsandrevitalizetheirmethodsforsuccess. Fromthewaysofcommunication,datastorage,leadership tobusiness.

Ingeophysics,machinelearningtoolshavebeenutilizedfor severalyears.Advancedalgorithms,suchasartificial intelligenceanddeeplearning,arebeingimplemented.

Digitaltransformationrevolutionizesthesubsurfacedata archivesaswell.Asearchable,simpledigitalversionofall datatypes,fromseismic,welldatatointerpretation projects,needstobeinplacetocapturethevalueof

historicalandcurrentdata.Duringthepastfewyears,YPF embarkedinanintensiveevaluationtoselectaunique seismicinterpretationplatformthatenablesproject integration,collaborationandeasyaccesstothecorporate database.Myroletoensurethatthechosenplatform satisfiesgeophysicistsneeds,wascrucialtothis transformation.

Inwhatwayshaveyoucontributedtothecommunity?

YPFpromotesanenvironmentofvolunteeringforcareer developmentthatIspreadouttotheinternational community

WithintheCompany,beingaDiversityOfficerallowsmeto recommendactionsforempowermentofwomenand minoritiesingeoscienceandthebusiness.Furthermore,my passionfortransmittingmyexperience,encouragedmeto mentorinterns,students,youngandexperienced professionalstoprovidethemwithprofessionalgrowth toolstoacceleratetheircareerpath.

Externally,Ivolunteerasarevieweroftechnicalpapersfor conferencesandcv/resumesforrecentgraduates,asa mentorofstudentsandprofessionals,andasamemberof variouscommitteesforinternationalassociations,suchas SEG,EAGE,AAPG.

InDiversityandInclusion,Iamanexecutivememberof theSEGWomencommitteeandaglobalambassadorfor theWomenTechnetwork,topromoteandinspireother womeninSTEMgloballyforcareerprogressionand businessdevelopment.

Attheendof2020,Iwashonoredtoreceivingthe “TechnologyExecutive”internationalawardinArgentina,a globaltechnologyandinnovationrecognitionthat distinguisheswomenleadersintechnologywhoarean inspirationforotherwomenandtheindustryatlarge.

Inyouropinion,whatcouldbethefutureofEnergy companies?

Energycompaniesneedtointegratetheirbusiness,adoptan equalopportunitycareerpath,embracedigital transformationandbesustainable.

Theincreaseincomputingpowerinthecloudispositively affectingourworkingstylewiththeabilitytoanalyzelarger quantitiesofdatamorequicklyandeffectively,and

thereforemorecriticalthinkinganddecision-makingskilled geoscientistsarerequired.Aclearupgradeandevolution towardsdigitaltransformation,withtrainingacrossthe industry,ismandatory

Oneofthelargechallengesfacingtheenergyindustryis decarbonizingenergyproduction,eitherbyintroducing morerenewablesintothetotalenergycombination, producinghydrocarbonsinamoreenvironmentallyefficient way,orreducingtheamountofcarbonintheair.

Inaddition,hydrocarbonsexplorationwillfocusoneven deepertargetsthanthosecurrentlyreached.Innovationis thusvital,andgeophysicsisplayinganincreasingand significantroleintheseglobalenergychallenges.

Asanestablishedwomenleaderinbusiness,whatwould beyouradvicetothewomeninSTEMaspiringto ventureintotheEnergysector?

Traditionally,thefieldsofscience,technology,engineering andmathematics(STEM)havebeenshapedbygender biases,andsohastheenergybusiness.InLatin-America andtheCaribbean,only3outof10rolesinSTEMare occupiedbywomen,andonly5%ofthemareinleadership positions.YPFisworkingsince2017toensureequal opportunitiesforeveryone.Severalinitiativeswereinplace beforethepandemicsuchastheD&Ipolicy,thebehavior manual,internjobposting,leadershipandmentoring programs.

TheEnergysectorurgesasubstantialtransformationfor equity.Theseeffortsrequireovercomingstereotypes,that startsathomewithfamilyeducationandfollowwitha preciseactionplanincludingawarenessandtrainingfor womeninleadership.

MyadvicetowomeninSTEMistofollowtheirpassion anddreams,beproactive,educatethemselves,askplentyof questions,takerisks,learnquicklyfrommistakes,and surroundthemselveswithsmarterpeers.Witheffort, dedication,passion,curiosityandhardwork,thepathto successiseasier.Mycontributiontoachievethisaspiration forequityishuge,andIwilldowhatIhaveinmypowerto fulfillthatnecessityforfuturegenerations.

NOffseng Can How How Help Your Business ?

Offseng Can Help Your Business ?

etZero’isofficiallyhere.OverhalfofglobalGDP

isnowgeneratedincountriesthathavenet-zero mandatesandalmosthalfofallassetsunder management-US$50tn-isheldbyinvestorsthathave pledgedtodrivedecarbonisation.Household-namebrands havesuddenlyscrambledtoannouncenet-zerotargets.The changeisalsoseenacrossSMEswithventurecapital investmentinclimatetechgrowing4200%between2013to 2018toreach$16.3bn.

Areinvestors,governments,andbusinessesactingoutof thegoodnessoftheirhearts?Unlikely.

Climatechangeandnetzerotargetsaretransformingthe businesslandscapeintermsofbothriskmanagementand opportunity.Consumerbehaviourhasexperiencedaseismic shiftandgovernmentsarebringingintightrestrictionson pollutionatunprecedentedpace.Itisnolongeraquestion ofif,butwhen.Wehavealreadyseensweepingmeasures forthecarindustrywith25majorcountriesalreadybanning thesaleofpetrolanddieselvehicles-withsomebans enforcedassoonas2025-whichindustryisnext?

Inallthisthereisoneinescapablefactthatmostbusiness peoplemiss-NetZeromakessoundbusinesssense.Iam goingtoshowyouwhymakingyourbusinessNetZeroisa goodinvestmentnowandhowyoucancapitaliseonthe climateopportunity.

Let’sstartwiththebasics:

Whatdoes‘NetZero’mean?

NetZeroreferstothebalancebetweentheamountof greenhousegasemissions(pollution)producedandthe amountremovedfromtheatmosphere. Youcanthinkofitlikeaseesaw-ononesideyouhave howmuchpollutionisproduced,ontheotheryouhavehow

muchpollutionisremoved.NetZeroiswhentheseesawis balanced-youremoveatleastasmuchpollutionasyou produce.

Generally,therearetwowaysofachievingNetZeroreducingtheamountofpollutionyouemitinthefirstplace, andremovingpollutionfromtheatmosphereviacarbon offsetting.

Whatiscarbonoffsetting?

Carbonoffsettingisaclimatesolutionactivitythatreduces orremovespollutiontocompensateforemissionsmade elsewhere.Commonformsincludetreeplantingand renewableenergyprojects.

Forexample;MetaphorLtdisresponsiblefor670tonnesof CO2peryear.MetaphorLtdcouldplant339,000treesper yeartoremovetheir670tonnes.Alternatively,theycould fundscientificclimateprojects,suchasrenewableenergy windfarms,thathelpreduceglobalemissionsby670 tonnes.Ineithercase,670tonnesofCO2arereduced and/orremovedfromtheatmosphere.Thosetreeplanting activitiesorrenewableenergywindfarmsarecarbon offsetting.

Carbonoffsettingisusuallythecheapestandsimplest methodforachievingyourbusiness’sNetZerotarget.

Wheredoesmybusinesspollutioncomefrom?

Forthevastmajorityofbusinessesyourbusinesspollution comesfromwhatiscalled‘Scope3’emissions.Scope3are indirectemissionsfromactivitiesoutsideanorganisation’s ownoperations.Thesetypesofemissionsoftenaccountfor themostsignificantproportionofacompany’scarbon footprint–sometimesupto90%.

ExamplesofScope3includebusinesstravel,employee commutingpractices,theuseofsoldproducts,and

upstreamactivitiesincludingrawmaterialandagricultural production.

Therearesomerelativelysimplechangesyoucan implementthatreduceyouremissionssignificantlyacross scopes1-3.Themostimpactfuleasychangesinclude:

Ÿ Switchingtoagreenenergyprovider

Ÿ Switchingtoanethicalbank

Ÿ Droppingbeeffromstaffcanteen/entertainmentmenus

Ÿ Prioritisingsourcingfromsustainablesuppliers

Ÿ Reducingtheneedforbusinesstravelandcommuting (suchasviaremoteworkingpolicies).

Howdoesbeingsustainableimpactsales?

strongly.Acomprehensivesustainabilitystrategyis criticallyimportanttoattractingtoptalent.

Sustainabilityisnotjustamillennialconcern,83%of employeesreportthattheywouldbemoreloyaltoa companythathelpsthemcontributetosocialand environmentalissues.Theperformanceofyourcurrentand futureworkforcewillimproveduetoyoursustainability strategy.

Howmuchdoesitcost?

Thisiswhereitstartstogetreallyinteresting. Consumers and businessesprioritiseeco-friendly, sustainablegoodsandservices(andareoftenwillingtopay more).

Ÿ Britishconsumerswouldeachbewillingtopay£3,654 moreayearforeco-friendlyhouseholdgoodsand services.-Independent

Ÿ Sincethepandemic,60%ofpeoplereportmakingmore environmentally-friendlypurchases.Accentureadded thatnineoutof10ofthatpercentagesaidtheywere likelytocontinuedoingso-Accenture

Ÿ UKvegansalestripledsincelockdown,showinga rapidlygrowingtrendofconsciouseatinghabitsthatare stronglycorrelatedwithsustainablelifestylechangesBBC

Ÿ B2Bpayupto20%higherpricesforsustainable suppliers-HarvardBusinessReview

WithmorebusinessescommittingtoNetZerotargetswe arestartingtoseecompoundandnetworkeffectsaffecting purchasingdecisionsacrossbothB2BandB2C.Demandis up.Beingsustainableisacompetitiveadvantage.

InmyownexperiencerunningZeroSmart,aUKsocial enterprisethathelpsbusinessesachievetheirNetZerogoals viacarbonoffsetting,wehaveseenourpartnerbusinesses achievebothhigherprices and increaseddemandafter workingwithus.

Talentacquisitionandretention

Peopleliketoworkwithgoodpeopledoinggoodthings. Three-quartersofthemillennialworkforceprioritizes sustainabilityoverotherfactorswhenchoosingajob.By 2025,Millennials(thosebornbetween~1980and2000)are forecasttocomprise75percentoftheglobalworkforce. GenZ,thegenerationaftermillennials,feelsevenmore

Offsettingyourworkforce-typicallythelargestsourceof pollution-cancostaslittleas£8peremployeepermonth withserviceslikeZeroSmart.Thisisaneffectivesolution opentobusinessesofallsizes,withnominimumor maximumheadcountnecessarytobenefit.

Andthebestbit?Thesekindsofinvestmentsareusuallytax deductible.Whileyoushouldconsultyouraccountantfirst, itislikelythatanybusinessundertakingthisexpenditure willobtainabusinessbenefitinthepromotionofthe business,andthereforeitislikelytobeataxdeductible expenseformosttradingbusinesses.

Conclusion

Carbonoffsettingshouldbeapartofyoursustainability strategyifyouwishtoachieveyourNetZerogoalsinthe mostefficientwayandtoremaincompetitive.Doinggood isgoodforbusiness-bybeingsustainableyoucanattract bettertalent,improvecustomerperception,andsignificantly increaseyourprofits.

OrganisationslikeZeroSmarthelpyoutoreduceyour business’scarbonfootprintinasimple,cost-efficient mannerthroughcarbonoffsetting.Finalistsfor ‘SustainabilityEntrepreneuroftheYear’atthisyear’sGreat BritishEntrepreneurAwards,ZeroSmartisasubscription serviceforyourbusinessthatfindsandfundstreeplanting andscientificclimatesolutionsforyou.

Findoutmoreat www.zerosmart.co.uk/business

Tina Powell CEO C-Suite Social Media

Tina Powell

A Prominent Leader in the Digital Marketing Industry

Beingattheforefrontofmarketingandsocialmedia, TinaPowellisaprominentleaderinthedigital marketingindustryforfinancialservices.Tina brings20yearsofexperienceinhands-ondigitalmarketing campaignandstrategytothetable.Hercommitmentto serviceexcellenceisknownthroughoutherteamand impressiveclientroster.Whatsetsherapartisherintense desiretosupportthegrowthandevolutionofherteamand thebrandstheyrepresent.

Currently,TinaissteeringtheshipofC-SuiteSocial Media,adigitalmarketingandsocialmediaagencyfor privatelyheldcompaniesinfinancialservices,asaCEO

InaninterviewconductedbetweenTinaandInsights Success,Tinashedslightonherentrepreneurialjourneyand howC-Suiteisempoweringitsclientstobuildstrong brandsandachievetheirmostimportantbusinessgoalsby leveragingthepowerofdigitalmarketingandsocialmedia.

Below are the highlights of the interview:

Whatwerethechallengesandexperiencesyoucame acrosspriorandafterbecomingChiefExecutiveOfficer atC-SuiteSocialMedia?

WhenIfirstbecameCEOofC-SuiteSocialMedia,itwas justme.Naturally,Iwasdoingeverythingmyselfinall departmentsanddoingyou-name-itwhilerunningall aspectsofday-to-dayoperations.So,thechallengeinitially wastakingontoomanyrolesandresponsibilitiesmyself.If youtrytodoeverythingandspreadyourselftoothin,you’ll soondiscoveritisarecipeforfailureandnotforsuccess. Shortlyaftergettingourfirstfewclients,Istartedaddingto theteam.Ihiredapart-timemarketingassistantand

engagedwithaknowledgeableandreputableCPAfirmsoI couldbuildthebusinessandfocusonsales.Ipaidclose attentiontomyfinancialsandputeverythingbackintothe businesstobuildastrongenoughcashpositionforreserves andnewtalent.

Today,myprimaryfocusisonourpeopleandourclients,in thatorder.Oneofmymanygiftsisdevelopingotherpeople andhelpingeveryteammemberreachtheirpotential.

Whatpeople,whatbooks,whatlifefactorshave influencedandimpactedyou?

Ihavebeeninfluencedbysomanypeoplethroughoutmy career,butitwastheexampleofmymother,whoraised twochildrenasasingleparentthatisthemostprofound. Shewouldgoontoputherselfthroughcollegetoearna bachelor’sdegreeandlaterbecomeanentrepreneurherself bystartingabookkeepingbusinessandthenworkingatan Internationalcosmeticscompanywhereshetraveledto Vietnam.

Tothisday,bookscontinuetoconsumemytimeand attention,bothaudioandhardcover.NapoleonHill’s“Think andGrowRich”shapedmybeliefthatanythingispossible whenyouapplyhardwork,action,andasingularityof focusonyourgoals.Onthepersonalside,American neurosurgeonPaulKalanathiandhismemoir,“When BreathBecomesAir”remindmethatlifeisfinite,fragile, andcanbetakenawayatanytime.Italsohelpsmeto appreciatehowblessedIamtobealiveanddoworkIlove eachday.

Beingarecognizeddigitalleader,whatisyouropinion regardingtheimpactoftheCOVID-19pandemicon

Grow your networks before you need them and be genuinely curious to meet new people and learn about their backstories.

Marketing&AdvertisingIndustry?AndhowhasCSuiteSocialMediamanagedtoovercomethissignificant challenge?

TheimpactoftheCOVID-19pandemicontheMarketing &Advertisingwasfeltimmediately.Companiesthatwere oncebearishabouttheirmarketingbecamebullishabout buildingabrandandastrong,visibledigitalpresence.The importanceofsocialmediaandcommunicationsonsocial networkslikeLinkedIn,Facebook,andInstagram,wasall ofasudden,nowapriorityforc-suiteleaders.Asaresult, C-SuiteSocialMediafirstdoubled,thentripledthebusiness sowecouldservemoreclientsandhandlealloftheir marketing.

Whatisyourthoughtonthenecessityofapositivework culture?Inwhatwaysdoyouimplementitatyour organization?

Positiveworkcultureisanon-negotiableaspectof leadership.AtC-SuiteSocialMedia,weusetechnologyand collaborationtoolstobringusclosertogetherandform strongbonds.Forexample,Basecampprovidesourteam

withtheabilitytohigh-five,praise,andleavecommentsfor eachotherwhileZoomallowsustoplaygames,celebrate teambirthdaysandvirtuallymeetwithopenofficehoursas muchaspossible.Wealsohavecertainritualslikecustom Zoombackgroundsandsendinggiantbirthdaycakesand candlesfromInsomniaCookiestoshowhowmuchwecare.

InwhatwayshaveyouorC-SuiteSocialMedia contributedtothecommunity?Ifgivenachance,what changewouldyoubringinMarketingserviceswith Digitalinnovation&Technologies?

C-SuiteSocialMediahascontributedtothecommunityina numberofways.Duringthepandemic,wehiredthenextgentalentwhohadbeenlaidoffofworkandhadnojobs. Ourcompanyisstillprovidingeconomicstability, professionaldevelopment,andapositiveworkenvironment thathasimprovedtheirlives,professionallyandpersonally. Wealsostartedapodcast“InTheSuite”ayearago,aimed atraisingtheprofilesofmid-levelandseniorwomenin financialservicesandwealthmanagement.InTheSuite Podcastislistenedin35countriesand576citiesand growing!!!Weareempoweringwomenwithinsights, knowledge,tools,andtipstohelpthemreachthatnextlevel ofleadership.

WhatisyourvisionforC-SuiteSocialMediaforthe nextfiveyears?

MyvisionforC-SuiteSocialMediaistobethetop marketingandsocialmediaagencyinfinancialservicesso thatwemaydevelopthenext-gentalentandhelpthemto reachtheirfullestpotential.

AttheheartofC-SuiteSocialMediaisaprofessional developmentcompanythatoffersitsemployeesandclients, theopportunitytolearn,growandexpandpersonallyand professionally.Marketingandsocialmediaareconstantly changingandbecauseofthat,innovation,digitaltools,and boldnewwaysofthinkingareemerging.

Allofthischangeprovidesagatewaytoexperiment,as wellastheabilitytodevelopnew,core-competenciesbased onpassionandinterest—whilecollaboratingandlearning fromothers.Wegivepeoplethechancetotrywhile acknowledgingthatnoteverythingworksoutas planned…andthat’soktoo.

Think, Plan, and Believe

Thepioneeringinnovatorshavetakentheworldtoa placewherelifecanbedefinedinanewway These innovatorsandentrepreneursdefinesuccesswith technologicalenhancementsandinnovations.ElonMusk, JackMa,SusanWojcicki,LarryPage,SergeyBrin,Sheryl Sandberg,GinniRometty,andmanymorearefewnames whohavebroughtadrastictransformationintoday’s technology-drivenworld.Theyallhaveonethingin commonthatisthewillingnesstosucceed.

Someleadersarejustgiftedtobringtransformationtothe world,buttheyneverconsiderthemselvesbeinggifted; that’sthebestpartaboutthem.Therearethingsthatpeople

justdreamof,buttransformativeleadersmakethings happenbyworkingonit.

Itisnowonderthattheyaresupportedbymanyintheir journey,sotakingtheinspirationfromsuchleaders,today's businessentrepreneursneedtolearnfromthem. Consideringallofthis,changingtheworldandmakinga betterplacetoliveshouldbetheultimategoalforallthe upcomingleaders.

Butexactlyhow?Ifthat’sthequestion,let’sdiscussit throughthisarticle

TheCalling...

Allittakesisthecalling,listeningtotheinnerself,and knowingyourstrengthsandweaknesses;anyonecan achievethegreaterheightsofsuccess.Ofcourse,thereisno chancetobuilditovernight,butthereisasystematicwayto goallthewayonthepathofsuccess.Technologyisthekey toit;withitsappropriateuse,wecanreacheverycornerof theworldandbringachangeforabettertomorrow.

InnovateSomethingDifferent

Thebestgiftyoucangivetoyourselfiscomfortinthelife ofothersanddoingyourbesttoserveothers.Becauseitis notjustaboutthemoneysometimes,buttofollowthe passionandheartandtouchthepeople'slivesbysetting footintheworldofinnovationanddisruption.

TheFuturisticLeaders

LeaderslikeJeffBezoshavecreatedsomanyjob opportunitieswiththefoundingofAmazon.Allofthisput together,wehavegotalotaheadofus,andwiththe innovativemindset,wecandefinitelymakethisworldalot betterplacetogether.

Therearemanyinnovators,trailblazers,andentrepreneurs whohaveachievedgreaterheights.Someentrepreneurs ownabillion-dollarbusinessbutaspiretoachievebeyond theearth’shorizonthatisspacetourism.And,thisiswhat theleader’sperceptionshouldbe–toseethefutureand bringthetransformationinthewaysofdoingbusiness. Ofcourse,therewillbechallenges,hurdles,andfailuresat alltimes,butthezealtotryandmakeawayoutofthose challengesisasignofatruesuccessfulleader.And,such successfulleadersarenotbornbutmadesolelywiththeir passionforthinkingdifferentlyandcreatingsomethingout ofnothing.

WhatdoweRisk?

Withinnovationanddisruptionallaroundus,weneedto askourselveshowdowewantourfuturetobe?As everythingcomeswithacost,leadersneedtoplantheir technologicalresourcesaccordinglytodealwiththebig challengeoftheenvironmentaheadofus.

Itisthepeople'sresponsibilitytopreserveandcareabout theenvironmentbyusingtheresourcesefficiently.Itisonly withstrategicplanninganddecisionsthatwillshapeour futureforever.