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Johanna Zeilstra

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CEO GENDER FAIR

What’s the best part of your job?

The best part of my job is working to make a difference, whether it is on behalf of a corporation, an employee or a consumer. It is vital that we all understand that creating a more equitable world involves everyone working together. I appreciate being able to work with companies to help them become a conduit for good through the creation of more inclusive work environments. Likewise, it is equally important for employees to know their company cares and see how those positive feelings influence every aspect of a company’s operations. I also appreciate watching consumers be part of the solution, too, as they shop their values. It is a win-win-win kind of situation with rewards for everyone. Lastly, I have a great team and advisory council that brings in diverse perspectives and are committed to making a difference.

What inspires your leadership approach?

Over the years, I have been fortunate enough to work with authentic leaders—the kind of people who truly care and bring out the best in others. I strive to be one of those leaders. As such, I try to find employees whose abilities complement mine and then give them the space and authority to lead themselves. I suppose you would say I’m more of a coach than a manager. Individually, we don’t always have all the answers so we work in close collaboration, leaning on each other’s unique background and strengths. Also, by giving team members permission to take ownership and room to make mistakes, we all grow from their experience and create a better way forward.

What do you cherish most about being a part of the industry?

I love being part of an industry that works directly with consumers and that is constantly evolving. Discovering new ways to bring value to the shopper experience is an exciting part of our work as the consumer never lies. And, when we listen to them, we have an opportunity to truly exceed our own expectations and goals. In today’s digital environment, we can get immediate feedback from consumers about their experiences, and women, especially, will share with their network—quickly. Being able to listen to the voice of the consumer and then pivot, as appropriate, is one of the most exciting aspects of my work.

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