Susanne Morello, senior vice president of marketing at Mevotech shared her experiences as a woman in the auto care industry at this year’s AIA conference. Her insights from her 30-year career reflect the value of improving the gender equity experience for all concerned.
Comfortable with being uncomfortable
Assessing her many encounters with gender issues in the sector, Susanne Morello communicates an understanding of the pitfalls, solutions and benefits of facilitating the roles of women in the industry. To fill the needed responsibilities of leadership, women must overcome the gender based challenges along the way, she explains. She describes the ongoing concern as “a feeling of isolation and never being good enough” in a field traditionally dominated by men.
Balancing family and work priorities is a frequent obstacle to success and rising up the ladder. As a result of that and other concerns, Morello indicates that 82% of women believe industry bias toward men contributes to a lack of diversity in leadership.
The power of a personal brand
At her presentation, Morello discussed important points to achieve success. “This is your story, tell it” while staying true to your values: compassion, vision, trust and perseverance, she urges. To create the next generation of women leaders, she has this advice:
- Actively mentor and support emerging female leaders
- Encourage participation in industry events and conferences
- Create a culture of open communication and feedback
- Provide opportunities for development and advancement
- Recognize and celebrate achievements
Hold the door wide open
Mentorship matters. Morello suggests “find and be a mentor. Translate priorities into manager action through training and awareness while encouraging more women to enter the field through community involvement including organizations and schools
Morello encourages women to capitalize on their power of listening and find their voice and confidence. She applauds senior management that champions women in the auto care sector and encourages their engagement at all levels. Her final thought – “Women bring unique perspectives that add value to leadership.”
Picture credit : Rémy Rousseau
