#IWD2025: Fitness First SG's Ke Wei Chua on driving impact through diverse leadership

The marketing industry is a dynamic, ever-shifting landscape where trends, technologies and creative ideas collide to shape the future of how brands connect with the world. As this vibrant industry evolves, it is crucial that the people behind it are equally forward-thinking, embracing change and pushing boundaries to lead the way.

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 marketing landscape, breaking barriers and paving the way for the future generation of leaders.

Hear from Ke Wei Chua, head of marketing, Fitness First Singapore, on what she has to say: 

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

MARKETING-INTERACTIVE: What does 'accelerate action' mean to you?

Chua: Accelerating action means removing barriers that slow real progress, whether in leadership, business transformation, or adapting to consumer behavior and market dynamics. It’s easy to get caught up in trends, buzzwords, and strategy decks, but ultimately, impact comes from clarity, conviction, and execution. The real challenge isn’t about pushing harder, it’s about cutting through the noise, removing roadblocks, and creating the momentum and conditions to move forward.

MARKETING-INTERACTIVE: What’s one bold step the marketing industry needs to take now to accelerate gender equality?

Chua: Marketing has actually made very encouraging progress in gender representation, with more women stepping into leadership roles, including CMOs, however representation alone isn’t the finish line.

The real impact comes when diverse leadership actively shapes business decisions and drives meaningful outcomes.

The next step is to ensure that different perspectives aren’t just present but really giving them opportunity to make an impact. Are we valuing a range of leadership styles? Are we integrating diverse thinking into strategy and decision making? Marketing, as a discipline, has the power to lead this shift, not just by championing inclusivity in campaigns, but by demonstrating how diverse leadership translates into stronger customer connections and business growth.

This isn’t about representation for representation’s sake. It’s about making sure the progress we’ve made translates into better decisions, better strategies, and ultimately, better businesses.

MARKETING-INTERACTIVE: What advice would you give to other women in marketing who want to push for change and make a bigger impact at their workplace?

Chua: Many professionals, especially women, assume that great work speaks for itself. But how you position your work matters just as much as the work itself.

My advice is to be comfortable and intentional with visibility. Track your impact and communicate it in a way that resonates not just with peers, but with key decision-makers. Build networks beyond your immediate team and engage with strategic allies who can amplify your ideas. Most importantly, focus on high impact work that aligns with business priorities rather than stretching yourself across too many initiatives.

And when opportunities come your way, don’t hesitate.

Some of the best career decisions I’ve made happened when I took on challenges before feeling 100% ready.

Growth comes from action and making sure your contributions don’t go unnoticed. 

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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International Women’s Day: What 'accelerate action' means to MY marketing leaders