#IWD2025: Pos Malaysia's Fiona Liao on what it takes to progress women in 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 Fiona Liao, group chief marketing, communications and sustainability officer, Pos Malaysia 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?

Liao: To me, 'Accelerate action" represents a powerful call to not just envision change but to actively create it. It’s about igniting momentum and turning plans into reality—moving from good intentions to meaningful, measurable progress.

In the context of Pos Malaysia, it means harnessing our brand’s influence to cultivate a culture of innovation and inclusivity. We are passionate about connecting lives and businesses by embracing sustainability and social responsibility, ensuring that our actions today pave the way for a better tomorrow. Three years ago, our female leadership was below 30%, but through focused efforts and initiatives, we’ve made significant progress. Our target is to reach 50% female leadership by the end of 2025, ensuring that we continue to create a more inclusive and balanced leadership structure.

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

Liao: A bold step the marketing industry can take is to champion diverse representation in leadership roles—not just through recruitment, but by actively fostering environments where women can thrive, lead, and shape the future of the industry.

This means creating spaces where women’s voices are heard, valued, and empowered in decision-making processes at every level.

At Pos Malaysia, we’ve witnessed the transformative power of empowering women in leadership. We celebrate women in the company through various initiatives and events, particularly during International Women's Day. 

Additionally, Pos Malaysia has close to 2,000 leaders in total, with 45% of them being female. This reflects our commitment to promoting gender diversity within leadership roles across the organisation. Within our operations team, we have around 700 leaders, with 25% being female. While this is a strong starting point, there is room for growth to further enhance gender diversity within this key area.

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?

Liao: My advice to women in marketing who want to push for change is to be fearless in pursuing your vision and never shy away from speaking up.

Surround yourself with a strong network of allies and mentors who genuinely support your goals and aspirations, and don't be afraid to challenge the status quo, even when it feels uncomfortable.

Stay focused on your objectives while remaining adaptable and open to feedback and learning from both successes and setbacks. By believing in your own potential, you can drive meaningful change and inspire others to follow your lead, creating a ripple effect of empowerment and progress.

At Pos Malaysia, we have seen firsthand how empowering women sparks innovation, creativity, and strengthens brand engagement. We actively participate in and organise networking platforms that create opportunities for female leaders to connect, exchange best practices, and learn from each other’s leadership experiences. By nurturing these connections, we are not only empowering women but also cultivating a collaborative environment that fuels progress and inspires excellence across the organisation.

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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