#IWD2025: Secret Recipe's Evelyn Lee on being the change you want to see

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, A+M celebrates the voices of women who are making waves in Malaysia's marketing landscape, breaking barriers and paving the way for the future generation of leaders.

Hear from Evelyn Lee, head of marketing, Secret Recipes Cakes & Cafe on what she has to say: 

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

A+M: What does ‘accelerate action’ mean to you?

Lee: The theme for IWD 2025, 'accelerate action', couldn’t be more fitting. For years, we’ve talked about gender equality, but now it’s time to unite our efforts and turn words into real, measurable progress. As I often say, results speak louder than words. Each of us has a role to play in championing equality, inclusivity, and opportunity.

I’m sure many women can relate to having their capabilities questioned simply because of their gender. In my case, something as trivial as my daily coffee choice once led to doubts about whether I could market a particular brand—but that’s a story for another day.

In marketing, accelerating action means ensuring women have equal opportunities in leadership, decision-making, and creative influence. It’s not just about hiring more women; it’s about fostering a culture that truly values their voices, challenges biases, and actively supports their growth. Real change happens when we move beyond token gestures and commit to structural shifts that empower women at every level.

A+M: What’s one bold step the marketing industry needs to take now to accelerate gender equality?

Lee: This is a tough one—who hasn’t been the only woman in the room during a meeting? The reality is, change needs to happen on both sides.

The industry and companies must commit to transparency in leadership roles by setting measurable targets for women in executive positions and fostering genuinely inclusive workplaces. Representation matters—not just in campaigns, but in boardrooms, strategy meetings, and creative leadership.

It’s not enough to say we support gender equality; we need clear, actionable steps to make it a reality.

At the same time, women must be bold enough to claim their space. If you want a seat at the table, speak up and ask for it—because if you don’t, no one else will do it for you. If not now, then when? If you’re already good, what’s stopping you from being great? Change starts with action, and that action starts with us.

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

Lee: I always tell my team, “Don’t think, just do”—a phrase from Top Gun that serves as a reminder to stop overthinking and take action. Whether it’s pitching a bold campaign idea or negotiating your next appraisal, trust yourself and take the leap.

Speak up, support one another, and demand what you rightfully deserve. Real change happens when women use their influence to advocate for fairness, mentor the next generation of marketers, and challenge outdated norms.

Don’t be afraid to negotiate for your worth—if the system isn’t working for you, push to change it.

And if change isn’t happening fast enough? Build something better.

Join us this coming 21 May for #Content360, an extravaganza centered around three core thematic pillars: Challenging the norm; Conquering Media Fragmentation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!   

Related articles:  
#IWD2025: Grab's Pamela Chia on bold action and empowering women in marketing  
#IWD2025: Friesland Campina's Imun Lim on driving inclusive leadership  
International Women’s Day: What 'accelerate action' means to SG marketing leaders