Leading the charge: PIABO Communications' Sara Pereira on shaping the future of leadership

The communications industry is a rapidly shifting realm where emerging trends, technologies, and creative ideas come together to reshape how brands communicate with its audiences. As the landscape evolves, it’s crucial for those in agencies to stay ahead of the curve — embracing change, exploring new possibilities, and challenging the status quo.

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 creative, communications, media and advertising landscape, breaking barriers and paving the way for the future generation of leaders.

Hear from Sara Pereira, managing director at PIABO Communications APAC, on what she has to say: 

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

MARKETING-INTERACTIVE: How do you define leadership, and how do you believe women bring a unique perspective to leadership roles?

Pereira:  To me, leadership has always been about creating psychological safety. My best managers have created an environment where people feel empowered to contribute their best work. They've provided clarity, purpose and a path to action - often guiding me and my colleagues toward better outcomes and meaningful impact.

In the time I've been in the workplace, I've been lucky enough to have a front row seat to a variety of "the first women to" moments across industries, brands and activities such as sports.

What sets many women leaders apart is their ability to lead through purpose-driven conversations because they focus on the “why” behind decisions. Leadership isn’t just about executing strategy; it’s about helping people connect their work to something that matters, whether that’s personal growth, team success or industry impact. When leaders foster this connection to purpose, I always see it that it creates engagement, retention and better outcomes.

MARKETING-INTEARCTIVE: What were some of the most significant challenges you've faced as a woman in the industry, and how did you overcome them?

Pereira: One of my biggest challenges has often been being the only woman in the room - whether in meetings, decision-making spaces or within industry spaces. The lack of representation has led to being overlooked, underestimated, interrupted or having to prove expertise repeatedly. I’ve overcome this being very, very hard to offend and also by doing my best to own my voice, build strong networks and advocate for other women.

Creating space for other women at the table isn’t just about presence, it’s about influence, and how you use it.

Over time, I’ve learned the confidence to lead comes from preparation, but impact comes from speaking up and lifting others up.

MARKETING-INTEARCTIVE: What is one bold step you are hoping to take to 'accelerate action' in the industry?

Pereira: At PIABO, we’ve had the privilege of working with visionary tech founders who are reshaping industries and challenging the status quo. Yet, despite their talent and commitment to innovation, women still face disproportionate barriers, especially when it comes to funding. In Europe, almost 40% of startup owners are women, yet they receive only 2.4% of total venture capital funding. This isn’t just an oversight; it’s a systemic issue that limits opportunities for growth, innovation, and diversity in the innovation ecosystem.

As a public relations professional, one bold step I am committed to taking is using my gift of communications as a tool for equity, ensuring that women founders, technologists and leaders receive the visibility, recognition, and credit they deserve.

PR isn’t just about media coverage; it’s about shaping narratives, shifting perceptions and making underrepresented voices impossible to ignore.

MARKETING-INTEARCTIVE: What advice would you give to women starting their careers in the industry who want to make a meaningful impact and stand out?

Pereira: Be impossible to ignore. Don’t let being the youngest or the least experienced in the room hold you back - time will take care of that. What sets you apart is your preparation, curiosity and confidence. Think critically, offer your perspective and ask intelligent questions. Your voice matters, and the sooner you start using it, the more impact you’ll make.

Be kind and build meaningful connections. Hard work and skills are essential, but the right relationships can open doors that hard work alone cannot. Find your tribe who will advocate for you. And just as importantly, advocate for them and pay it forward.

Forge your own path and embrace the journey. Comparison is the enemy of joy, and career paths are rarely linear - they curve, they meander, they double back, and sometimes, they lead you to unexpected and extraordinary opportunities.

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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