#IWD2025: Friesland Campina's Imun Lim on driving inclusive 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, 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 Imun Lim, marketing director, Dutch Lady Milk, Friesland Campina 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?

Lim: The theme 'accelerate action' for International Women’s Day 2025, in my view, is about recognising the great importance of creating better, positive outcomes on the road to complete gender equality. Despite great advances in Malaysia where senior corporate roles are increasingly held by women, systemic barriers and biases still persist.

The theme signifies and symbolises the urgent task of unwavering commitment to advancing women’s rights and opportunities. The theme also means we have to collectively work harder to push towards a true holistic and tangible gender equality as envisioned by the first ever International Women’s Day organisers back in 1911.

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

Lim: 

To move the needle on gender equality, embracing diversity is a must.

In marketing, it’s all about making real connections with people by recognising the different identities, experiences and perspectives that each person brings to the table. Brands that show they understand and engage with diverse communities build trust and loyalty. Diversity sparks creativity, making sure campaigns speak to a wider audience. It also shows that a brand cares about inclusion and quality and not just selling products. Ultimately, embracing diversity helps brands stay connected, respected and in tune with what today’s consumers really care about.

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?

Lim: Malaysia has seen great progress in women empowerment in the corporate workplace in the last twenty years. Studies have shown that companies with women leaders tend to have more balanced boards, indicating better governance and diversity. I am proud to work at Dutch Lady Milk Industries Berhad (DLMI), a company that is helmed by a female managing director with women leaders in various departments. We also have a chairperson who is a woman and five out of seven members of our board are also women.

Personally, I think that for women to succeed in marketing and make a greater impact at their workplace, the power of networking cannot be underestimated in its ability to empower women in leadership. It offers valuable opportunities to connect with mentors, share accomplishments, and foster collaboration. By actively engaging in career-focused networks, women can build strong support systems that drive their professional growth and contribute to a more inclusive leadership landscape. Embracing diversity in these networks by connecting with individuals from various backgrounds and perspectives can help women learn, grow and lead in ways that reflect the true diversity of the workplace.

But the most powerful action must come from within - the power to advocate for yourself - because no one else will do it for you.

Trust in your own ability and don’t be shy to highlight your achievements and ability and always speak up for yourself.

Lastly, always look for opportunities where your talent can shine through; this means seeking out roles and projects that showcase your talent, drive you to collaborate and be inclusive with fellow colleagues, male and female. These are some ways to contribute towards the holistic theme of 'accelerate action' in this year’s International Women’s Day celebrations.

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!   

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