#IWD2025: DBS' Lim Bee Bee on creativity, analytics, and marketing 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 Lim Bee Bee, head of marketing, DBS Consumer Banking Group 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? 

Lim: It is about driving meaningful and intentional change that makes an impact, effectively managing trade-offs and possessing emotional intelligence to manage impact of action on people.

To me, it also means having a strong bias to action – being like water, finding a way around obstacles rather than being halted by them. While we often associate action with large, transformative moves, it is the accumulation of smaller, consistent actions that drive sustained progress. In many cases, starting small and moving deliberately can help us reach our goals faster and more effectively than attempting to force immediate, large-scale change.

MARKETING-INTEARCTIVE: What’s one bold step the marketing industry needs to take now to accelerate gender equality? Or what more can be done to ensure that gender equality continues to progress in the marketing industry?

Lim: Marketing has long been seen as a female-dominated industry, yet the representation of women in leadership roles in some sectors lags behind.

One critical step to accelerate gender equality is to ensure female representation at every level, from entry positions to the C-suite.

The evolving role of marketing today demands fluency in both creativity and analytics. Success in the field no longer hinges solely on storytelling or branding – at DBS, it requires an understanding and appropriate use of data, AI, and technology. Encouraging more women to take leadership roles in marketing technology and analytics is essential to closing this gap. It’s also about fostering environments where women feel empowered to lead, challenge the status quo, and drive strategic decisions beyond traditional marketing functions.

Organisations can foster gender parity by actively promoting mentorship and sponsorship programs that empower women with the skills, networks, and confidence to step into leadership roles. Encouraging these initiatives not only strengthens female representation but also enriches the industry with diverse perspectives, leading to more innovative and effective marketing strategies.

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?

Lim: Women in marketing who aspire to drive change and make a meaningful impact should focus on mastering the duality required in modern marketing – being both creative and analytical, strategic yet execution-focused. Leaders today are looking for talent who can navigate this complexity, leveraging data-driven insights while maintaining the human touch that makes marketing resonate.

One of the most powerful ways to create change is by being the voice of the customer, ensuring that businesses recognise when "the clothes don’t fit anymore" and need to evolve. Whether it’s advocating for more inclusive campaigns, challenging outdated strategies, or pushing for innovation, marketing professionals play a crucial role in shaping narratives that reflect and drive societal progress.

Finally, as marketing grows more demanding, it is equally important to champion workplace cultures that foster talent and well-being.

True leadership isn’t just about delivering results – it’s also about creating an environment where teams can thrive.

By advocating for people-focused policies, mentorship, and professional development, women in marketing can not only elevate themselves but also uplift those around them, paving the way for a more equitable and impactful industry. 

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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