Leading the charge: Edelman's Delicia Tan on confidence and inclusiveness

The marketing and advertising industry is a rapidly shifting realm where emerging trends, technologies, and creative ideas come together to reshape how brands communicate with its audiences. As the landscape evolves, it’s crucial for those in agencies to stay ahead of the curve — embracing change, exploring new possibilities, and challenging the status quo.

While female leaders are steadily rising to the top, there's still much work to be done to accelerate gender equality and ensure that every voice has an opportunity to be heard. This International Women's Day, MARKETING-INTERACTIVE celebrates the voices of women who are making waves in Singapore's creative, media and advertising landscape, breaking barriers and paving the way for the future generation of leaders.

Hear from Delicia Tan (pictured), chief executive officer at Edelman Singapore, Hong Kong, Taiwan, on what she has to say: 

Don't miss: International Women’s Day: What 'accelerate action' means to SG marketing leaders

MARKETING-INTERACTIVE: How do you define leadership, and how do you believe women bring a unique perspective to leadership roles?

Tan:  Leadership, to me, is about driving strategic vision and achieving business goals while inspiring and empowering others. It involves making informed decisions, fostering innovation, and maintaining a clear focus on the organisation’s objectives. I believe women bring a unique perspective to leadership roles through the ability to balance empathy with strategic thinking.

Growing up in a matriarchal Peranakan household, I also learned the importance of resilience and adaptability, which are crucial traits in leadership. Women often excel by bringing diverse viewpoints to the table to drive business success.

MARKETING-INTEARCTIVE: What were some of the most significant challenges you've faced as a woman in the industry, and how did you overcome them?

Tan: One of the most significant challenges I've faced is overcoming biases and stereotypes that often exist in the industry. Taking on a leadership role outside my home market, in Hong Kong; at a time when leadership roles were predominantly held by older, foreign gentlemen, I have had to navigate a landscape with inherent biases.

To overcome these challenges, I focused on honing my business acumen and skills, and demonstrating my capabilities through consistent performance. By staying true to my own values and drawing on the unique client experiences I’ve had working on regional and global businesses in Singapore, I have been able to break through barriers and lead with confidence.

MARKETING-INTEARCTIVE: What is one bold step you are hoping to take to 'accelerate action' in the industry?

Tan: I will champion inclusiveness and continuous learning in the AI age. As we navigate the rapidly evolving technological landscape, it is crucial to ensure that everyone has the opportunity to thrive. This means providing comprehensive training that equips our teams with the skills needed to succeed in the AI-driven future.

By fostering a culture of inclusiveness, we can create an environment where diverse perspectives are valued, and everyone feels empowered to contribute.

This approach aligns with Edelman's values of integrity, inclusivity, and innovation, and will help us achieve sustainable growth while creating a more equitable future for all.

MARKETING-INTEARCTIVE: What advice would you give to women starting their careers in the industry who want to make a meaningful impact and stand out?

Tan: My advice to anyone starting their careers in the industry is to be bold, authentic, and resilient.

Embrace your unique strengths and perspectives, and don't be afraid to speak up and share your ideas.

Continuously invest in your personal and professional development, and be open to learning from both successes and setbacks. Most importantly, stay true to your values and lead with integrity.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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