World’s Most Promising Business Women to Follow in 2023.pdf

www.worldsleaders.com
Hacia
Atherton
AdvocatingtoIncreaseFemaleParticipationinSkilledTrades
World's Most Promising
Business
women
to Follow in 2023
CEO & Founding Director
Empowered Women In Trades
Vol. 10 | Issue 15 | October 2023

World’s Most Promising Business
Women to Follow in 2023
Women are already noticeably underrepresented in
leadership roles. For years, fewer women have been rising
through the ranks as a result of the "broken rung" at the first
step up to management. Businesses are presently struggling
to retain the relatively small number of female executives
they have. Furthermore, all of these factors are noticeably
more apparent to women of color.
The justifiable reasons given by female CEOs for quitting
their companies are instructive. Although women in
leadership roles often face barriers that prevent them from
progressing, they are just as driven as men. They are more
likely to experience degrading microaggressions, such
having their judgment called into question or being
mistaken for a lower-class person. They are putting up more
effort to support inclusivity and worker well-being, but this
crucial work is taxing them and generally going
unrecognized.
More often than not, women in leadership roles are shifting
jobs, and aspirational young women are prepared to follow
suit. If businesses want to truly, sustainably advance gender
equality, they must go above and beyond the bare criteria.
In this edition “World's Most Promising Business Women
to Follow in 2023”, World's Leaders features woman
leaders from various sectors which are thriving in
leadership and leading with best practices and strategies to
take their idea into action.
The cover features Hacia Atherton, CEO and Founding
Director at Empowered Women in Trades, is a passionate
advocate for empowering women in trades and creating
more meaningful economic opportunities and skills for
women in the workforce. She envisions a future where
women are inspired to pursue apprenticeships in skilled
trades such as welding, plumbing, electrical, automotive,
and other fields that they may not have considered before.
Hacia recognises the importance of creating safe work
environments where women feel valued and can return
home feeling fulfilled from the work they have done. Her
wish is to support and encourage women to pursue their
passions and careers in the trades, while also promoting
gender equality in the workplace.
Also, while you flip through the pages, don't forget to read
the articles created by our in-house editorial staff and
industry experts.
Bridging Traditional
Corporate Gaps
Have a lovely read!

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remain solely with WORLD’S LEADERS.
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CREDIT PAGE
OCTOBER 2023

Advocating to Increase Female
Participation in Skilled Trades
10
COVER
STORY
Hacia
Atherton

Claudia Wyatt
Durana Elmi
Hayley Bohan
Virginia MacSuibhne
Tamara Chase
Torre Capistran
Grace McNamara
Melinda Emerson
Brittany Scott
54
50
46
40
36
32
26
22
18

AdvocatingtoIncreaseFemale
ParticipationinSkilledTrades
“As I lay in my hospital bed, I realised how my
once ac ve lifestyle was now replaced with one
where I could barely move. As the weeks passed,
I began to ﬁnd the courage to try to move, but
the limita ons of my physical pain and broken
body meant that I felt my old life was certainly
gone forever.”
10 | October 2023

CEO & Founding Director
Empowered Women In Trades
Hacia Atherton
worldsleaders.com | 11

Hacia is passionate about advocating
for increased female participation in
skilled trades and has established a
not-for-profit organization called
Empowered Women in Trades
(EWIT). Her goal is to facilitate a
cultural change in trade-based
industries by providing resources and
support to increase the representation
of skilled female tradespeople in the
workforce. Hacia envisions a future
where becoming a tradesperson is a
viable and attractive career option for
all Australian women.
During her journey, Hacia met a
female welder who shared her
struggles in pursuing her passion for
welding. This encounter further
strengthened Hacia's resolve to
empower more women to pursue
careers in the trades without societal
barriers holding them back. She is
committed to breaking down these
barriers and creating a more inclusive
and diverse workforce for the
betterment of society.
Hacia established Empowered
Women in Trades (EWIT) with the
aim of inspiring women to view
trades as viable career options and to
support industries and society in
shifting their culture to create a more
supportive environment for women
to thrive in these fields. Her
organisation provides resources and
support to facilitate a cultural change
in trade-based industries,
empowering women to pursue their
passions and careers without societal
barriers holding them back. Through
her work with EWIT, Hacia is
committed to promoting equality and
empowering women to achieve
success in the trades.
Family Background
Hacia's family has a long history of
making positive changes in Australia,
particularly in skilled trades. Her
great-great grandfather, Fred
Atherton, played a significant role in
the establishment of the Master
Plumbers Association in 1891,
leaving a legacy in the plumbing
trade in Australia. Additionally,
Hacia's great-great-great grandfather,
Sir Henry Pakes, is known as the
"Father of Federation" for his
instrumental role in uniting the
colonies to form the Australian
Federal Government. Through her
family's legacy, Hacia is inspired to
continue making a positive impact in
skilled trades and promoting gender
equality in the workforce.
Despite her formal training as an
accountant, Hacia has a strong
connection to the skilled trades
through her family company, which
is a global leader in manufacturing
sterilization equipment and infection
Hacia Atherton, CEO and Founding Director
at Empowered Women In Trades, is a
passionate advocate for empowering
women in trades and crea ng more
meaningful economic opportuni es and
skills for women in the workforce. She
envisions a future where women are
inspired to pursue appren ceships in skilled
trades such as welding, plumbing, electrical,
automo ve, and other fields that they may
not have considered before. Hacia
recognises the importance of crea ng safe
work environments where women feel
valued and can return home feeling fulfilled
from the work they have done. Her wish is to
support and encourage women to pursue
their passions and careers in the trades,
while also promo ng gender equality in the
workplace.

control products for the medical and
scientific industries. She has had the
unique opportunity to work on the
factory floor and learn the skills of
manufacturing firsthand. Through her
work at the Atherton family
company, she has witnessed the
negative impact of Australia's
shortage of skilled tradespeople,
particularly in areas such as welding
and tool making.
About EWIT
EWIT is a charitable organisation
that aims to promote trades as viable
career options for women by
providing support to educational
institutions and workplaces. All
programmes and services are
specifically designed to connect
women, non-binary individuals,
schools, industry partners,
employers, unions, and VCAL/VET
providers. Its goal is to make it easier
for females and non-binary
individuals to consider a career as a
tradesperson. The organisation offers
education and support to employers
to help them create a female-friendly
workplace culture.
Additionally, EWIT offers guidance
and training to support female
tradespeople in their career
progression towards management
and business ownership. Ultimately,
the mission is to empower women in
trades throughout their entire career.
EWIT also promotes gender equity
and balance in the workforce by
supporting skilled female
tradespeople. It focuses on creating a
future where becoming a
tradesperson is a viable and
appealing career option for all
women and non-binary individuals.
Through collaboration with
educational institutions and industry
leaders, it strives to increase women's
14 | October 2023

participation in trade skills education,
which is essential for the growth and
prosperity of its communities and
businesses.
Committed to Women's
Empowerment
EWIT is committed to supporting
women in the workforce by
providing the necessary resources to
thrive in trade-based sectors. It helps
women enter the trades and progress
to leadership positions across various
industries. Additionally, it supports
industry by providing resources to
enhance the economic development
of the sector. It envisions rebuilding
Australia's trade-based sectors with a
more diverse and inclusive
workforce.
Today, EWIT is creating a life-
changing impact for its participants
and for industry. However, it believes
it can't do this alone and needs
everyone's support to scale its impact
on industry and the lives of
vulnerable women.
Overcoming Adversity
In 2017, Hacia experienced a
traumatic accident while training in
dressage, resulting in serious injuries.
The horse she was riding reared up,
causing her to fall and be crushed
under its weight. She was rushed to
the Alfred Hospital by helicopter,
where she underwent a nine-hour
surgery. After the surgery, Hacia
woke up in agonising pain and was
told by doctors that she might never
walk again in a meaningful way.
While recovering in the hospital,
Hacia gained a new perspective on
the limitations that women face in
learning occupations and how
disempowering it can be to have
options taken away. Her experience

made her realise the importance of
promoting equality and empowering
women to pursue their passions and
careers without barriers.
"As I lay in my hospital bed, I
realised how my once active lifestyle
was now replaced with one where I
could barely move. As the weeks
passed, I began to find the courage to
try to move, but the limitations of my
physical pain and broken body meant
that I felt my old life was certainly
gone forever." Hacia realised she
didn't want to sit in a wheelchair
forever and that finding the courage
to take her first steps would be a
gradual process that was uncertain
and difficult.
Following Her Passion
While Hacia's passion is primarily
focused on empowering women in
trades, it is also evident that she is
driven to inspire and empower
individuals to reach their full
potential and overcome challenges.
She believes in the power of
connecting with one's courage to
pursue their dreams and achieve their
goals. She says, "We all have fears,
but we often don't know how to deal
with them in a productive way. We let
these emotions hold us back from
living the life that we want or
becoming the leaders we know we
can be." She further adds, "There are
so many ways in which you can
change your perspective on what
scares you and even use these
emotions to guide you towards new
opportunities instead of letting them
hold back progress. The key is to
embrace your courageous self and
communicate with yourself and your
team with vulnerability and
empathy."

Scott Creating a Culture of Success and
Developing Business Strategies to Achieve
the Company’s Goals
Brittany Scott is currently the
Vice President of SMB Sales
for KnowBe4, which
provides the world's largest platform
for security awareness training and
simulated phishing. She climbed the
ranks at KnowBe4 quickly and
played a significant role in the
organization's successful initial
public offering in April 2021.
Brittany's exceptional contributions
to KnowBe4's sales success have
earned her recognition, including a
2x Stevie Award for Woman of the
Year in Sales (Bronze Winner), as
well as a Silver Winner of the SVUS
Women in Business and Professions
World Awards.
Additionally, she was acknowledged
as a Top 100 LinkedIn Sales Star for
her engaging posts and contributions
to thought leadership in the areas of
sales and cybersecurity.
Brittany founded the Women in
Technology Employee Resource
Group at KnowBe4. She also was
recognized as a 2022 nominee for
#GirlsClub Mentor of the Year where
she has spent the last three years
working with women in sales who
are looking to move into leadership
positions. She holds a Master of
Business Administration from
Johnson and Wales University and a
Bachelor of Science in Hospitality
Management from Indiana
University of Pennsylvania.
Below are highlights of the interview
conducted between World's Leaders
and Brittany Scott:
Describe your background and
what did you do before you
started/joined the company?
I grew up in a little town outside of
Pittsburgh, PA, with my mother and
grandmother. I was surrounded by
strong and independent women who
really shaped who I am today. I
graduated with my hospitality degree
when I was 21, packed up my little
car, and drove it down to Florida
with three hundred dollars in my
bank account. Thinking back to that
time, damn, I had some guts. I ended
up working for Disney for a bit
before landing a manager position at
Outback Steakhouse. I realized that I
wanted to get my MBA, and working
70 hours a week wasn't conducive to
that goal. At 25, I got my MBA, and
I ended up doing timeshare resales
before I moved to Tampa and fell
into a position at KnowBe4 in 2017
as an account manager. I can really
attest to the fact that KnowBe4
believed in me and gave me the
opportunity to show what I had to
offer. I have made it my mission to
pay it forward by helping others rise
up the ranks like KnowBe4 did with
me.
What has made you successful?
What do you value?
The people I am surrounded by You
have to surround yourself with like-
minded, positive, ambitious people
who want to bring you up with them.
This starts with your friends. I am so
fortunate to have a group of amazing
men and women who believe in each
other and want everyone to succeed.
There is no ego, jealousy, or greed.
Just people who want their friends to
succeed and do well. It’s a beautiful
thing. Also, I am fortunate to have an
amazing group of employees that
inspire me every day to be better and
do more. My boss is someone who,
from day one, believed in my vision
and mission and helped me get to
where I am today. I am grateful for
the opportunity to learn from him,
day in and day out.
Which are the major services of
the company and how do they the
company to get ahead in the
competition? What value-added
services does the company
provide?
We are the world's largest provider of
18 | October 2023

Vice
President
SMB Sales
KnowBe4,
20 | October 2023

security awareness training and
simulated phishing. We are not only
the leaders in this space, but we also
think outside the box and constantly
improve and add to our platform with
our customers' best interests in mind.
We are not just a different kind of
security company, but we are a
security company that, together with
you, makes a difference by helping to
manage the on-going risk of social
engineering. I've never sold a product
that I believed in as much as I do
here at KnowBe4, and you can tell
that is the case with every person that
works here. We are helping
organizations fight the on-going war
with hackers.
What are the most important
aspects of a company's culture?
What principles do you believe in
and how do you build this culture?
We really do have an inclusive
workplace that lends itself to an
amazing culture. Every morning, our
CEO addresses the entire company in
an all-hands meeting. He finishes it
by saying our three rules we live by:
do it right the first time, do it fast,
and have fun while you're doing it! I
also believe in transparency within a
company. When we as employees
feel as if the wool is being pulled
over our eyes, this is when we begin
to distrust the company.
Also, companies need to invest in the
professional and personal
development of their employees. We
have a team that specializes in
helping employees work towards
their career goals, which is an
amazing attribute of the company.
What is the significance of
innovative ideas in the company?
I like how KnowBe4 gives you a
voice and takes your suggestions into
consideration.There have been many
times where someone on my team
had a great idea that we brought up
the chain and instead of instantly
rejecting it, they provided a platform
to be heard. I learn just as much from
my employees as they do from me,
and I think that it is important that
we provide an accepting space for
them to want to come to the table
with ideas that will help benefit the
organization.
Give us your opinion on; do
organizations rely heavily on
individual heroics or team
Processes?
I think both have a place in
organizations. I think that it is
important to have "go-to" individuals
but not to just produce numbers.
Those individuals must believe in the
mission and vision and be able to
disseminate this to their colleagues
and employees. This then creates an
environment where everyone feels
inspired and is on the same page,
which ultimately contributes to team
processes. Team processes are
important staples of any successful
organization because they are the
foundation of success. You need to
build upon these principles in order
to continue rising through the ranks
and ensure that everyone has a clear
sense of purpose and direction.
What advice would you give
someone going into a leadership
position for the first time?
When I became VP, I was worried
that I had to create a different
executive presence to be taken
seriously. Unfortunately, as women,
we sometimes feel as if we have to
be more authoritative or aggressive
to be heard. This isn't the case.
People want to be led by authentic
leaders, and it is important that you
find your own voice and believe in
yourself before you try to get others
to believe in you. Imposter syndrome
is real, and it is something that
almost everyone will go through. I
went through it a few times before I
understood what it truly meant. You
will doubt yourself and your abilities,
but it's okay. You are worthy and
deserving of everything you receive.
Remember that.

Claudia Wyatt
laudia Wyatt is a skilled writer who possesses a magnetic quality, as well
as a speaker with a contagious enthusiasm that inspires others to
believe in themselves. As a certified confidence and life purpose coach,
she is passionate about empowering and inspiring people to achieve
their full potential through imagination, confidence, and self-care. With
over two decades of experience in coaching high-performing teams, she
has a proven track record of helping people discover and
harness their personal power.
C
22 | October 2023

Ms. Wyatt is the creator of The Walkabout Method, a
signature 6-step coaching program that is designed to
transform individuals into the person they want to be
and help them achieve the life they desire. Her
coaching methods involve developing a personalized
plan, visualizing the desired reality, and taking action
towards achieving those goals. It's time to tap into
your inner compass and follow your dreams!
Below are highlights of the interview conducted
between World' Leaders and Claudia Wyatt:
Describe your background and what did you do
before you started/joined the company?
I have had some very interesting twists along my
journey. I was conditioned to be a performer. I grew
up dancing and singing on stage. By the time I
reached 18, I was already experiencing burnout. That
was my first real experience with reflection and
clarity. By changing lanes, I went down another path
after leaving the university.
During that time of soul-searching, I landed a job as a
makeup artist. I had always loved the beauty and
fashion industries. I had no idea it would inspire me
to become a licensed esthetician.
This launched me into a 23-year career in the spa
industry. I worked my way up in the ranks from
Esthetician, Assistant Spa Director, Spa Director and
Executive Director.
I learned how to coach clients and teams, run a
business, do marketing, plan events, educate, do
public relations, and so much more.
What has made you successful? What do you
value?
Success is something you find in your own heart. I'm
happy! When I am coaching, speaking, or writing, I
put my whole self out there. People related to me I
understand it and them because of my own
experiences. I found a part of me I had forgotten
about. Being able to help others do the same is my
life's purpose!
Which are the major services of the company and
how do they the company to get ahead in the
competition? What value-added services does the
company provide?
I provide coaching, speaking, and writing with my
company. I have my signature coaching program, The
Walkabout Method. allowing you to start showing
up and believing in yourself to take action on
your dreams. By "following your inner compass.”
My mini programs Hero's Journey. Rewrite your
story as the hero. Freedom Walk. Breaking the
chains holding you back and keeping you stuck
Clarity Quest. Get very clear on what you really
want.
What are the most important aspects of a
company's culture? What principles do you
believe in and how do you build this culture?
If you are not listening to your team, you don't
have a culture that anyone wants. Your team is the
reason you are able to do business. If you want to
keep doing it, you must value your team. Listen
to them, encourage them to participate. Allow
them to take the initiative.

Respect at all costs. You can have a conversation
without throwing your weight around. Constantly
solicit feedback on your performance from your
team.
What is the significance of innovative ideas in
the company?
Change is going to happen whether you're on
board or not. You have a collection of minds at
your fingertips. More minds equals more ideas
and points of view.Let them loose. See what
happens.
Evolving in every aspect of your business will
keep things exciting and growing. You never
know what the next big thing could be.
Give us your opinion on; do organizations rely
heavily on individual heroics or team
processes?
It depends on the organization. Utilizing them
together in the right way is what sets them apart.
Processes are important. People need structure
for their days and to achieve goals. Highlighting
team members who shine because they use the
process reinforces their work.
What are your responsibilities as the
Founder/CEO of the company? What is the
happiest part of your daily routine?
I am a solopreneur. Everything is my
responsibility. I know when to ask for help. I
have people and services that are experts in their
fields. Not everything is in my wheelhouse. At
the end of the day, I am responsible for the
success of my company. I need to participate in
my present and my future to turn the dream into
reality.
The happiest part of my day is working with
people. When I am allowed to witness their
breakthroughs, celebrations, and missteps and
guide them through this process, it is a beautiful
experience.
24 | October 2023

What advice would you give someone
going into a leadership position for the
ﬁrst time?
Stand up for yourself. You will have tough
days, don't let them defeat you. Use them
to be better. If something isn't right, call it
out. You are not doing yourself or anyone
else any favors by allowing bad behavior.
Remember to have fun. Find ways to add
fun to your daily routines. Take care of
yourself. Put proper boundaries in place
with your team and upper management.
You can't work 24/7. You will burn out.
Reﬂect. Remover to look back and see
how far you've come. We frequently forget
the small steps that got us to where we
are.It's incredible how much we really can
do.
Celebrate all your wins! Even those small
wins serve a purpose. Don't hold back. If
you want it, go for it. Living your dreams
will inspire your team to live theirs.

Durana Elmi
COO
Cymbio ka LLC
26 | October 2023

Durana Elmi
Changing the World by Empowering People to Reclaim Their Health
Through Educa on, Transparency, and Nutri on
The ability to balance responsibili es at home and
at work is not limited by gender. Many women
have demonstrated strong organiza onal and
leadership skills in both areas, o en handling mul ple
tasks and priori es with great efficiency. Being a
successful household manager can require skills such as
budge ng, planning, delega on, communica on, and
problem-solving, which are also valuable in the business
world. Likewise, being a successful business leader can
require skills such as adaptability, strategic thinking,
collabora on, and empathy, which can also be applied to
household management.
Durana Elmi, a mother and wife, is not only an
entrepreneur but also a founder and a leader. Although
born in Afghanistan, she moved to the U.S. with the goal
of building a successful life for herself and her future
family. A er comple ng her studies at UCLA, she began
her career at T-Mobile and, subsequently, AT&T, where
she advanced up the corporate ladder with the help of
great mentors.
However, with years of experience in Corporate America,
Durana shi ed her focus and together with her husband,
co-founded five startups, three of which were
successfully sold. Among these ventures, she is
especially proud of building two nine-figure companies
from scratch, including Dash Radio, a digital radio
broadcas ng pla orm.

Founding Cymbiotika
Durana was involved in the establishment of Cymbiotika, a
remarkable movement that was founded in 2018 by herself,
her husband, Shahab Elmi, and Chervin Jafarieh. The
company's main goal is to become a leading force in the
health and wellness industry by offering customers clean,
scientifically-backed supplements and products that they
can incorporate into their daily routines.
Cymbiotika provides a range of high-quality natural
supplements that combine modern scientific innovation
with traditional eastern medicine to develop formulas that
work in synergy with the body. Their supplement line
includes plant protein, vitamin C, and magnesium L-
threonate, which is a potent form of magnesium that can
cross the blood-brain barrier to enhance cognitive function
and concentration.
Focusing on Team Success
According to Durana, Cymbiotika's success is largely
attributed to her people-first leadership style. She states, "If
you step inside our headquarters in San Diego, you will see
that our team exudes positivity, community, excellence, and
support." Durana believes in fostering a workplace that
motivates and uplifts team members, which she considers to
be a top priority.
Cymbiotika has implemented various initiatives to promote
team bonding, such as weekly family lunches, quarterly
team-building events, and an open-door policy. By adhering
to these traditions, the company has cultivated an
environment where every aspect of the business, from
customer experience to technology and marketing, is
influenced by the team's diverse perspectives and
experiences. This approach has enabled Cymbiotika to stay
ahead of its competition and continuously generate
innovative ideas that fill gaps in the industry.
As a leader, Durana believes that team processes are more
crucial to achieving organizational success than individual
heroics. While individual efforts can be useful in specific
situations, a culture that prioritizes teamwork and
collaboration can lead to consistently high-quality results
that surpass the achievements of individual efforts.
Cymbiotika has experienced the benefits of a team-oriented
approach firsthand. By prioritizing open communication,
cross-functional collaboration, and a shared dedication to
excellence, the company has consistently met and exceeded
its targets. Cymbiotika's unique culture allows the team to
leverage the diverse strengths and perspectives of its
employees to develop innovative solutions and drive
growth.
Moreover, depending solely on individual heroism may
result in exhaustion, high staff turnover, and a deficiency of
responsibility. Conversely, team procedures establish
responsibility, inspire ongoing enhancement, and cultivate a
communal sense of achievement. In essence, although
individual heroism may be required on occasion, Durana
firmly upholds that teamwork and cooperation are the
fundamental components for long-term prosperity in an
organization.
28 | October 2023

Durana, as the COO, is responsible
for ensuring the smooth functioning
of the organization. She
collaborates closely with
department heads and the
operations team to provide daily
support. The most gratifying aspect
of her job is observing the diligent
efforts of everyone and seeing their
happy expressions.
Durana believes that developing
leadership skills requires time and
consistency, and it's essential to
acknowledge that not everything
will go as planned, and mistakes will
be made. However, by learning from
these errors and continually
striving to improve, anyone can
become an exceptional leader. She
opines, "As long as you learn from
your mistakes and always work on
improving, you are already a
fantastic leader. When you are in a
leadership position, it is your full-
time job; you are setting an example
every waking minute.”
Durana always says that she is not
threatened by anyone taking her
position—in fact, she wants
someone to sit in her chair one day.
Durana's encouragement for her
employees to seek her guidance
and advice stems from her desire to
share her experiences, both the
successes and failures, for their
learning and growth. By learning
from her accomplishments and
mistakes, she hopes to cultivate a
workplace culture that fosters
continuous improvement and
development for everyone.
Leadership Insights

Grace McNamara
Embracing Health, Fitness, Positivity, Partnership, and
Preventative Care in Personal and Professional Life
Having begun her career more than two
decades ago, Grace McNamara is
deeply committed to health, fitness,
positivity, partnership, and preventative care
both in her personal and professional life. Her
unwavering passion for making a positive
impact, acquiring knowledge, being truthful,
and taking ownership has guided her towards a
career that is in harmony with her values.
Grace is highly dedicated to driving changes
that promote population health, and she firmly
believes that when people confront life's
obstacles, they develop the confidence,
resilience, and skills needed to attain a work-life
balance that promotes both individual and
family health. Additionally, she sees technology
as an invaluable tool that can provide crucial
support throughout every stage of our lives.
Below are highlights of the interview conducted
between World's Leaders and Grace McNamara:
Describe who you are as a person, inside and
outside of the workplace.
I'm a huge sports fan who believes that teamwork
translates into every aspect of life, both
professionally and personally. I still play sports
myself and will continue to contribute to my team
as long as I'm adding value. Both on the sports
field and in the boardroom, being succeeded by
someone better at the role is the goal. I do like to
mentor and motivate younger teammates so they
can bring all the skills of leadership from sports
into the boardroom.
I'd like to believe that I will leave the world in a
better place. My network is full of amazing
people who are driving change and societal
improvements. I get energy from them every day.
Outside of EXI, I'm a co-founder of a not-for-
profit organization that is focused on empowering
females to reach their potential in the fitness
For more info visit
www.EXI.life

industry: RISE, the Females in
Fitness Collective. At the same time,
I was the chair of a female sports
organization for the past 2 years.
Both roles involve facilitating and
inspiring females in business to
achieve their highest potential and
not settle under an imaginary 'glass
ceiling.”
what did you do before you
started/joined the company?
I've been extremely lucky to have
worked alongside people with vast
experience and high standards. I
started my career in the fitness
industry, which overlapped with
working for the Irish public health
system and driving preventative care
programs. When I moved to Apple in
2008, it gave me the opportunity to
expand my opportunities like I had
never imagined. Leading a team of
healthcare and fitness professionals
to deliver best-in-class onsite and
virtual services was a privilege and a
joy. When I changed roles and
relocated to London to lead on
EMEIA partnerships, I gained insight
into the breadth of industry strategies
from global leaders to entrepreneurs.
Again, an invigorating challenge that
enabled significant learning and
growth.
Tell us about the inception of the
company. How did it all start?
I began assisting start-ups in 2017 as
part of the Sport England and
London Sport accelerator programs. I
met many co-founders, and EXI
stood head and shoulders above the
others. Due to the nature of exercise
being undisputed in its value to
healthcare, the idea that we can
finally change the implementation to
be personalized and globally scalable
for all healthcare professionals was
evident from the start.
What do you value?
I'm a very driven y creating the
future and believe we can achieve
anything if we do two things: 1)
work hard to deliver above
expectations by being the best you
can be; and 2) bring people with you
on the journey as no one can achieve
anything on their own. The power of
relationships and networks can't be
underestimated.
What value-added services does
the company provide?
EXI connects people to people
through personalization and
technology. EXI is classified as a
medical device in app form,
prescribing intensity based programs
designed with multiple conditions in
mind (up to 23 conditions). It's a
trusted, evidence-based, automated
prescription platform. The EXI
platform connects people and
professionals seamlessly by making
it easy to share and view real-time
data from wearables and
smartphones in a user-friendly way.
Therefore, EXI is the ultimate
partner for professionals and digital
therapeutics that want to engage
people who need to be more active
for health reasons. By uniting science
with sophisticated motivational
systems, care providers can achieve
lasting behavioral changes for all,
including those who need them the
most. By combining science,
technology, and incentives, EXI is
reversing the trends for long-term
conditions, and we won't stop until
every person can control and change
their diagnosis. It's about each person
being empowered and having the
necessary tools and knowledge.
34 | October 2023

Having begun her career more than two
decades ago, Grace McNamara is
deeply committed to health, fitness,
positivity, partnership, and preventative care
both in her personal and professional life. Her
unwavering passion for making a positive
impact, acquiring knowledge, being truthful,
and taking ownership has guided her towards a
career that is in harmony with her values.
Grace is highly dedicated to driving changes
that promote population health, and she firmly
believes that when people confront life's
obstacles, they develop the confidence,
resilience, and skills needed to attain a work-life
balance that promotes both individual and
family health. Additionally, she sees technology
as an invaluable tool that can provide crucial
support throughout every stage of our lives.
What principles do you believe in
I believe every person should give
themselves the opportunity for what I
call 'stretch' projects to show
themselves they are capable of more
than they might believe. A stretch
project means taking "ownership" of
a project that they know is outside
their comfort zone and will challenge
them more than before, e.g., in
collaboration, leadership, knowledge,
etc. When we have a team of people
who want to excel beyond their
expectations, we can achieve
anything together.
Interestingly, as a team of healthcare
professionals and engineers, we
focus more on evidence-based best
practices and ease of use. The future
innovation experience is where we
get excited about how we can
improve the implementation of best
practices globally for every
healthcare professional. We look
forward to talking more about our
clinical trial on AI with Kings
College London. Watch this space.
processes?
I believe no-one gets anything
significant accomplished when
operating as an individual.
Teamwork should never be
underestimated or undervalued.
What are your responsibilities as
the CEO of the company? What is
the happiest part of your daily
routine?
I focus on making sure we're all
driving towards a shared goal, but the
division of labor is focused on each
person's expertise and
responsibilities. Seeing successful
communication and collaboration
among the team is a joy to watch, as
the energy and positivity are high and
we know our purpose is to change
people's lives for the better. It's
exhilarating.
Steve Jobs had two great quotes that
I like to remember frequently.
Ÿ It doesn't make sense to hire
smart people and tell them what
to do. We hire smart people so
they can tell us what to do".
Every team member is better than
me in their area of expertise, and I
respect them as leaders.
Ÿ A players attract A players".
Therefore each new hire
contributes to enhancing the team
as a whole.

Hayley Bohan
Founder, Brand Strategist &
Marketing Coach
Marketing on Purpose
36 | October 2023

Taking Small Business to
Success with Purpose-
Driven Marketing Offerings
Hayley
F
or those who run heart-led businesses, Marketing On Purpose was
built by Hayley Bohan with them in mind. Hayley has over twenty years
of experience in marketing and brand-building, and she puts all of her
knowledge into every client she works with.
Hayley's expertise lies in brand building and strategic marketing, with her
main services focusing on the Marketing Mentorship program. This program
takes heart-led business owners through the entire process of brand building
and annual marketing planning, and then helps them bring their brands and
plans to life. The program spans a full year, during which Hayley meets with
business owners one-on-one either weekly or bi-weekly.
With her blend of creativity and analytical skills, coupled with her passion for
demonstrating that doing good can lead to better results, Hayley is a truthful
and passionate coach who doesn't hide behind any facades. You'll hear her
express her love for her work frequently, as she genuinely enjoys every aspect
of it. She'll support you through the ups and downs, and while she may shed a
tear or two, it's only because she cares deeply. She admires those who step
out of their comfort zones, and she'll encourage you to do the same, especially
if your current strategies aren't leading you toward your desired outcomes.

Filling the Gap
Hayley spent over fifteen years
in corporate marketing and brand
management before launching
Marketing On Purpose in 2017. During
this time, she worked with well-known
Canadian brands like Swiss Chalet,
Moosehead, and Alexander Keith's.
However, in 2012, she made the
decision to prioritize spending time
with her young family and transitioned
to the role of Marketing Director, then
Chief Marketing Officer, at a small
technology company.
It was during her time at the
technology company that the idea for
Marketing On Purpose was formed. .
She observed that the company had
invested a significant amount of time
and resources in marketing that
ultimately didn't yield the desired
results. This realization led her to
believe that many other small
businesses were in a similar position
and inspired her to start Marketing On
Purpose, with the aim of bridging the
gap and helping small business owners
achieve better outcomes through more
startegic marketing and brand
development.
Aligning Balance in Personal and
Professional Life
Hayley maintains a consistent
personality whether inside or outside
of the workplace, demonstrating traits
of vulnerability, compassion, and
positivity. While outside of work, she
tends to be more impulsive and less
strategic, following her heart.
However, in her role as a strategic
marketing coach, Hayley frequently
adopts an analytical mindset to identify
patterns and connections that can aid in
the development of strategies to
enhance customer engagement,
acquisition, and loyalty. In both her
professional and personal life, Hayley
values deep understanding and
connections, and tends to avoid
superficial conversations.
Meeting All Marketing Needs
Marketing On Purpose was actually the
third business venture that Hayley
attempted. In the past, she had been
held back by her fear of failure,
particularly since enjoyed the work she
was doing already, and the security it
brought.However, Hayley strongly
believed that Marketing On Purpose
would provide her with a chance to
lead a more fulfilling life, one that
allowed her to inspire brave business
owners and prevent them from making
mistakes that could waste valuable
resources.
Hayley recognized that taking this risk
could result in failure, but she was
confident that the fulfillment she would
experience from this endeavor would
be worth it. Fortunately, she was right.
Marketing On Purpose exceeded her
expectations and provided her with a
sense of inspiration and satisfaction
that she hadn't anticipated.
Furthermore, Hayley incorporated
impact and contribution, or Brand
Purpose, into her training, her clients
became empowered to create
meaningful impact beyond their
businesses. With their new brand
strategies, known as Brands-Worth-
Loving, they began to take action and
make a difference in their local
communities and society. This ripple
effect of Hayley's work has resulted in
numerous positive outcomes,
demonstrating the incredible power of
purpose-driven marketing.
Ensuring Long-Term Client Success
Hayley's focus on brand purpose and
contribution is not only good for
business growth but also has a positive
impact on society. By helping small
businesses create authentic and
purpose-driven brands, she is
empowering them to create positive
change in their communities and
beyond. Hayley's Brand-Worth-Loving
Method emphasizes the importance of
understanding your ideal customer,
defining your brand's purpose and
values, and creating a clear and
consistent brand identity across all
channels. By following this method,
small business owners can build strong
and meaningful relationships with their
customers, which leads to long-term
success and impact.
38 | October 2023

To stay ahead of the competition, Hayley believes that there is
room for all and that her ideal clients will be drawn to her
based on what she stands for and her authentic approach to
marketing with integrity. She understands that marketing is not
always a favorite for small business owners, so her goal is to
make it easier, more effective, and something they can be proud
of and confident in. This begins with humanizing the brand,
infusing purpose into it, and ensuring that the business owner's
unique strengths and values shine through. By doing so, they
will attract their ideal customers who share their values and
beliefs.
Hayley enjoys personal connections with her clients and finds
the one-on-one discussions to be the most fulfilling part of her
daily work routine. In small businesses, the business owner is
responsible for all aspects of the business until they can build a
strong team to rely on. Therefore, Hayley emphasizes the
importance of finding the right people and building a strong
team to support the business owner's vision, purpose, and
mission. This is where leadership and effective delegation play
a crucial role in scaling a small business.
Leading to Bringing Change
Hayley believes in leading with kindness and intentionally
leveraging her strengths. Her personal goal is to be a positive
force for change and help her clients achieve the same. Rather
than hiring a large in-house team of marketing experts, Hayley
has chosen to partner with a network of channel experts who
coach her clients in areas where she may not be as strong, such
as Search Engine Optimization and mindset. This model
provides her with flexibility and allows her clients to work with
the best in their respective fields.
According to Hayley, true leadership is not about holding a
position of power, but rather about being a source of inspiration
and support for others to grow and flourish. She emphasizes the
importance of surrounding oneself with individuals who
possess strengths that complement one's own and who are more
skilled in certain areas. Additionally, she stresses the
importance of demonstrating compassion, setting clear
expectations, and living in alignment with one's values in order
to lead effectively.
Hayley will be launching a new program in May, known as the
Brand-Worth-Loving Boot Camp. This program will be similar
to the Mentorship, but it will be conducted in a group coaching
format with video training, weekly group coaching sessions,
and work reviews. This option will be more affordable for
clients while providing the same results.

Melinda Emerson
“SmallBizLady" on her mission to End Small Business Failure!
Melinda Emerson, “SmallBizLady,” is regarded as
America's #1 Small Business Expert. For more than 24
years, she has been the CEO of Quintessence Group, an
award-winning marke ng consul ng firm based in Philadelphia,
PA. She also runs a second company SmallBizLadyUniversity.com,
where she assists small businesses to start, grow and scale with
her webinars, online courses, and coaching programs. She
considers herself a fierce advocate for small businesses with her
mission to End Small Business Failure.
Through Quintessence Group, her firm advises Fortune 500
companies on marke ng strategies to engage the small business
market. Ms. Emerson's firm has worked with over 150 corporate
partners including VISA, FedEx, Verizon, Google, Adobe, The
Har ord, American Express, Pitney Bowes, and Sam'Club.
Quintessence specializes in customer acquisi on and reten on
strategies to enhance customer growth in the small business
market. She helps both small businesses and Fortune 500
companies u lize social selling techniques including content,
digital marke ng strategy, email, and influencer marke ng
programs.
Melinda Emerson draws upon a wealth of business knowledge and
insights to inform her work. She has published more than 5,000
ar cles on her highly regarded blog “succeedasyourownboss.com,”
which reaches over 3 million readers each week online. Her
bestselling book, Become Your Own Boss in 12 Months, is in its
third edi on through Simon and Schuster. In addi on to being a
former columnist for The New York Times, she is regularly featured
in publica ons such as Inc., Entrepreneur, Yahoo Business, Black
Enterprise, and Essence magazines. She is frequently sought a er
as a media spokesperson for news outlets including Fox Business,
CNBC, MSNBC, ABC News and NBC Nightly News, as well as in print
publica ons like The Washington Post, The Wall Street Journal,
USA Today and Fortune. In fact, Forbes Magazine recognized her as
the number one woman for entrepreneurs to follow on Twi er.
40 | October 2023

In addition to running her successful
businesses, she has a passion for
teaching entrepreneurs. She is
currently as adjunct professor at her
alma mater, Drexel University and
she mentors many young women
business owners, “I want to help
young entrepreneurs beneﬁt from my
hard-learned lessons in business. I
love sharing my secrets to success.”
Below are highlights of the interview
conducted between World's Leaders
and Melinda Emerson:
Describe who you are as a person,
inside and outside of the
workplace.
Outside of my workplace, I am
extremely passionate about my
family, my community, and my faith.
I am involved in many community
service organizations, and I sing on
the praise and worship team at my
church. I am a professional single
mom and dedicated business owner
on a mission to end small business
failure. I am a coaching leader who is
committed to helping everyone be
successful around me. I believe in
leaving people better than I found
them.
what you did do before you started
the company.
I have a degree in broadcast
journalism from Virginia Tech; I
started my career as a news producer
in top-rated television. I worked in
the Pittsburgh and Philadelphia
markets.
Tell us about the inception of the
company. How did it all start?
My company, Quintessence Group,
started in 1999 as a video production
company; later, we developed
websites too, and in 2007, we
completely pivoted to focusing on
social media marketing and content
strategy. In 2011, we morphed into a
full-service marketing consulting
ﬁrm that exclusively focuses on
working with Fortune 500 brands
that target the small business market.
Some of our clients include Verizon,
Google, VISA, FedEx, and American
42 | October 2023

Express. We also have an online
school for small businesses
www.smallbizladyuniversity.com.
What do you value?
I am extremely passionate about
what I do, and I am relentlessly
consistent in my work. I value
establishing lasting relationships. I
value partnering with clients to build
innovative strategies to get results. I
value my team. Teamwork really
does make the dream work.
Which are the major services of
the company, and how does the
company get ahead of the
competition?
At Quintessence Group, we develop
customer acquisition, customer
retention, social media/content
strategy, and influencer marketing
programs. Our competitive
advantage is that we only do B2SMB
marketing. Our secret sauce for
helping our clients reach the small
business market is our intimate
relationship with their target
customers. As the SmallBizLady, my
personal brand, blog, podcast, social
media, and newsletter reach millions
of small business owners each week
online. I have my finger on the pulse
of the small business community,
which I leverage for my clients.
What value-added services does
the company provide?
Nobody knows the small business
market like we do. We also develop
courseware and educational content
for our clients.
An ideal company culture is one that
focuses on its employees and
customers. I feel it's important to
continuously improve and find ways
to meet customers' needs while
upholding company values.
What principles do you believe in,
You want your workplace to be
nurturing and fun, with a clear sense
of purpose and a commitment to
excellence. You need to be kind and
thoughtful as a leader, and that will
set an example for everyone else.
In any business, you need to be
focused on the future needs of your
customers. It's not about what they
need today; it's about looking ahead
at what your customers and
employees will need to be successful
in the future.
processes?
Any business is only as strong as its
team's processes. In a strong
company, anyone can be empowered
to be a leader, even an intern.
What are your responsibilities as
the President of the company?
What is the happiest part of your
daily routine? I love it when someone
takes what I taught them and turns it
into success. I believe in celebrating
small and big wins in business.
As a new leader, when in doubt,
focus on the needs of the client, ask
lots of questions, and do more
listening than talking.

Tamara Chase
Defied the Male Dominated Roofing Standard
with Her Feminine Leadership Style
Core values play a critical role in a
company's growth. When
established effectively, they can
boost employees' dedication and
motivation, leading to job
satisfaction and a positive
attitude towards work. Managing
values efficiently is crucial, as
they can significantly impact a
company's performance. Proper
utilization of a company's
fundamental principles can
facilitate business expansion.
Tamara Chase, the co-owner of
Chase Roofing, has a clear
understanding of the company's
values, which include quality and
compassion. These values serve
as a guide for the desired
outcomes she aims to achieve.
the company. In the early 2000s, the company shifted its
focus from general contracting to roofing after a negative
experience with their own roof replacement project led
them to realize the need for a better homeowner experience.
After collaborating with a successful roofing crew for
several years, they began building roofs for those in need
after a series of devastating storms hit Florida, and the
governor issued an executive order allowing residential
contractors to pull roofing permits. In 2005, they officially
founded Chase Roofing as a dba, marking the start of their
successful roofing business.
When Hurricane Wilma hit South Florida, the couple's
home and newly formed roofing business were left without
power for several weeks. However, they persisted and
managed to keep the business running using a generator,
laptop, and printer to work with carbon copy contracts.
From that point on, they decided to focus solely on roofing
and never returned to general contracting, marking the
official beginning of Chase Roofing.
Over the years, they adopted a servant leadership approach
and prioritized building long-lasting relationships with their
clients over making quick profits, leading to business
expansion. In 2010, Tamara discovered her passion for
leadership and took control of the company's operations,
while her husband shifted his focus to sales and found ways
to serve the customer for a lifetime and not just that initial
interaction.
Best Version of Herself
Tamara is deeply committed to her work and finds great
fulfillment in her role as a roofing contractor. She enjoys
interacting with people, building relationships, and
engaging in strategic planning throughout her day. One of
her core beliefs is that everyone deserves opportunities and
support, and she is a strong advocate for women in
business, inspiring them to succeed and achieve their goals.
Foundation of Chase Roofing
Originally intending to pursue a career in law,
Tamara's plans changed when she was unable
to gain admission to a local law school while
her children were in middle school. Instead,
she joined her husband's handyman company,
which he co-owned with another partner.
However, due to different objectives, the
partnership dissolved, and Tamara saw an
opportunity to start a business with her
husband. She initially took on the role of
business development, handling the legalities,
permits, and insurance requirements to start
46 | October 2023

Tamara finds great joy in contributing
to the success of others and witnessing
their happiness, which is one of her
greatest sources of fulfillment. She
takes pride in being the best version of
herself and is passionate about giving
back to her community.
Tamara now has the opportunity to
follow her passions through Chase
Roofing, much like she did with the
nonprofit organization Emerge
Movement, which she founded a few
years ago. "Be the CEO your mom told
you to marry," is her motto. Her most
recent adventure focuses on
construction sector couples. Couples
who own and run construction
companies jointly face a unique set of
difficulties on top of the many other
responsibilities that construction
companies already have. These couples
may also have a significant amount of
personal partnership challenges, such
as feeling imprisoned, unheard,
unseen, or underappreciated. When
there is no time for fun, it might be
difficult to know when to stop working.
Is it even feasible to strike a balance?
Throughout the years, Tamara has
created several programs, such as
retreats, masterminds, and trainings, to
assist owner-operator couples in the
construction sector. She brings a
wealth of knowledge, skills, training,
and kindness to the table in order to
support couples.
Employee Growth and Development
As a woman working in a male-
dominated field, Tamara recognizes the
importance of creating an inclusive
environment. This starts with recruiting
a diverse team and fostering a culture
where everyone's opinions and talents
are valued. Collaboration is crucial to
this effort, as it allows individuals to
leverage each other's strengths and
work together towards a shared goal.
Employee growth and development are
also central to the company's culture,
and Tamara encourages her team to
adopt a similar mindset and remain
open to fresh perspectives. By
prioritizing these values, she aims to
create a supportive and empowering
work environment that benefits
everyone on the team. This fosters a
culture of innovation and
experimentation while also assisting
them in remaining creative and
adapting to changes in the business.
The company aims to take care of its
employees and keep them happy and
engaged. This results in content team
members who look after the clients,
who then look after the business.
Tamara says, "I am very proud of the
company our team has built together.”
Obstacles seldom obstruct the
horizon
"I believe in challenging the status quo
and thinking outside the box"- Tamara
says
Tamara faced several challenges when
starting the business, including the
issue of not fully understanding the
true overhead costs. Initially, they
based job pricing on market rates
rather than practical considerations,
which nearly led to the company going
out of business. This experience forced
them to delve deeper into business
dynamics and learn more about
financial management.
Another significant challenge was cash
flow management, which has been an
ongoing learning process for the
company. Developing effective
systems and processes to manage cash
flow requires considerable effort, and
the team has had to work hard to
optimize their approach.
Tamara and her team have learned
many valuable lessons from these
challenges and have continued to refine
their business practices over time to
ensure the company's long-term
success. The owner is the only one
who has the ability to align everyone
around a shared vision and then
maintain a positive work environment.
Tamara asserts that despite the busy
schedule, it's critical to maintain
contact with the team. The bottom line
should always be considered. The
health of the business depends on
profit.
Recommendations of the day
Tamara believes relationships are the
root of all of her successes as she looks
back over the past twenty years.
There are so many opportunities to
learn skill-sets in business. She advises
maintaining good relationships with
stakeholders to have peers to look up
to and that will hold you accountable.
She also advises to learn the true
overhead costs associated with
business so that one can charge
appropriately. She adds, "remember
cash is king… watch your cash-flow
and save for a rainy day, they are
definitely coming.”
Tamara urges one to learn one's own
leadership style and always seek to
learn something new to grow. She
encourages to stay updated on
customer's requirements. "Every year
ask yourself, 'Who am I serving and
how' the answer will change as your
business grows and you need to adapt."
Tamara provokes.

Torre obtained her degree in Marketing,
with a minor in Chinese and German
languages, from Southern Methodist
University in Dallas. She often jokes
that she would happily attend school for
a living if she could. After graduating,
Torre embarked on a six-month
adventure to a beach in Mexico, where
she taught herself website development
and fundamental coding languages,
including HTML and CSS. However,
she soon realized that she missed the
challenge and structure of a demanding
job, so she returned to Dallas and
landed a position in Digital Marketing.
Torre spent two and a half years
working in a corporate environment
before launching her agency.
Founding Hooked On Code
During her time working in Digital
Marketing, Torre gained valuable
experience working on the client-side of
major website projects with vendors.
While these experiences were often
challenging and disappointing, she
came to accept them as a normal part of
the industry. In response to these
negative experiences, Torre took a
straightforward approach to her
agency's process, focusing on delivering
what was promised on time and
ensuring that clients could easily
manage their websites after launch.
At Hooked On Code, Torre finds the
most joy in her day when clients send
personal texts or heartfelt emails
expressing the positive impact working
with Hooked On Code has had on their
lives. These messages not only energize
her, but the entire team as well.
As a leader, Torre's favorite part of her
routine is conducting weekly one-on-
one meetings with each team member.
During these meetings, they discuss
achievements, work through challenges,
exchange ideas about improvements,
and overall maintain a strong sense of
connection.
Her Success Recipe
Torre believes that success is subjective,
but she takes pride in the fact that her
clients are extremely satisfied with the
work her agency produces. This happiness
has been a driving force behind the
consistent growth of her business. Torre
attributes her clients' satisfaction to her
agency's approach, which prioritizes
simplicity over complexity, and
transparency over smoke and mirrors.
Hooked On Code strives to educate clients
and involve them in the development
process, which has led to long-lasting and
positive relationships. Additionally, Torre
takes pride in the fact that her team is
encouraged to show up as their authentic
selves, something that she believes is rare in
the industry. She thinks about this almost
daily and is grateful that she can bring her
whole self to her work.
Best Website Developer
Hooked On Code is a web design and
development agency that specializes in
creating and revamping websites using
WordPress, while also prioritizing ease of
use. While many agencies create custom
themes and limit their clients' ability to edit
content, Hooked On Code intentionally uses
client-friendly builders like Divi by Elegant
Themes and Elementor while discouraging
custom-coded solutions. This approach
enables clients to have greater control over
their websites and make easy, low-cost
changes post-launch. By prioritizing client
control and ease of use, Hooked On Code
ensures that its websites are sustainable and
long-living.
Rescuing Agency-Abandoned Projects
This year, Hooked On Code has received a
significant number of inquiries about
finishing projects that other agencies had
started and abandoned, leaving clients
disappointed and stranded mid-initiative.
These projects often involve taking over
design files that were never built due to an
overcomplicated development process or
being ghosted by the previous agency.
Hooked On Code is honored to have the
opportunity to dive in and turn these visions
into reality for clients, ensuring that their
projects are completed and launched
successfully.
Replacing Custom Themes
The agency has also received rave reviews
for its "theme rebuild" projects. In these
52 | October 2023

cases, Hooked On Code takes freshly
designed websites that meet clients'
visual expectations but are extremely
constraining and fragile in terms of
development (e.g., mostly hard-coded
custom themes). The team then
rebuilds the design using a more
flexible tool such as Elementor or Divi
Theme, resulting in a more client-
friendly and functional website in
terms of edits, additions, and
maintenance.
Award Winning Maintenance
In addition to web design and
development services, Hooked On
Code offers an award-winning
maintenance service called Care Plans.
These plans have a nearly 100% year
over year retention rate and provide
clients with easy, direct access to the
agency's team as part of their everyday
operations. Recently, the agency has
even started offering all-inclusive, flat-
rate plans, ensuring clients receive
continuous support and maintenance
for their websites with no variable or
hourly invoicing.
Proficient in Simplifying the
Complex
Hooked On Code's philosophy
revolves around simplifying complex
web development processes, which is
evident in every decision, even the
smallest ones. The agency ensures that
every development decision is easy for
clients to understand and change in the
future. This philosophy is also reflected
in their internal communication and
systems. Moreover, the team strongly
believes in following through with
commitments, and showing up
professionally while staying true to
oneself. They celebrate the unique
qualities and individuality of every
team member and client, fostering a
welcoming and inclusive environment.
Following Client Centric Business
Practices
Hooked On Code's approach to
innovation is to focus on the tools and
strategies that work best for their
clients, while staying informed on the
latest trends and technologies. Torre
and her team are constantly testing and
evaluating new tools, and are always
open to making quick changes to
ensure that they are delivering the best
possible end-product for their clients.
Ultimately, however, client ease-of-use
is kept at the forefront of decisions.
Moreover, Hooked On Code believes
that innovation is not just about
technology, but also about business
practices and ethics. By prioritizing
transparency and reliability in their
communication with clients, they
believe they can have a positive impact
on their clients' lives and be part of a
ripple-effect that makes a difference in
the world.
Leadership Advice- “Ask and Listen”
Torre advises emerging leaders to
prioritize asking questions and then
actively listening without interrupting.
She emphasizes that it's not necessary
for the leader to be the smartest person
in the room, as their role is to empower
their team to feel and act smart. Torre
recommends reading two books, "The
Coaching Habit" by Michael Bungay
Stanier and "Multipliers" by Liz
Wiseman, to further enhance
leadership skills.
To get in touch with Torre and her team
at Hooked On Code, visit their website
at
www.hookedoncode.com
WL

Virginia
MacSuibhne
In an organization, the CCPO is responsible for ensuring that the organization
complies with all applicable laws and regulations across all regions where it
operates. This involves working closely with legal and regulatory experts and
the business to identify and address compliance risks and implementing
policies and procedures to mitigate those risks.
Virginia MacSuibhne, Vice President, Global Chief Compliance & Privacy
Officer at Agilent Technologies, Inc., is the ideal team member to have in
times of crisis, but her area of expertise is preventing issues from arising
within organizations. She has a legal background and begins her career as
a litigation attorney in Silicon Valley. Virginia has also worked in-house at
a publicly traded software company and a global healthcare
organization before joining Agilent two years ago as the global chief
compliance officer.
From 2008 to 2012, Virginia was a member of the Board of
Directors of Rebuilding Together Peninsula, a non-profit
organization. She has a passion for promoting business
integrity and transparency and upholding ethical business
standards. Virginia has demonstrated a commitment to
serving the community and the world throughout her
career. She is interested in serving on commercial or non-
profit boards, as well as teaching, speaking, and writing
on topics such as workplace violence prevention, crisis
preparation and management, privacy, cybersecurity,
sustainability, unconscious bias, personalized
healthcare, compliance, and corporate social
responsibility program management.
An Expert in Crisis Prevention and Management

In Role of Global Chief Compliance
Officer
Virginia is accountable for developing
and implementing an effective global
compliance program for Agilent. Her
team and she strive towards a program
vision that aligns with the seven
elements of an efficient, risk-based
compliance program outlined by the
Department of Justice and other
regulatory bodies.
On a day-to-day basis, Virginia's
responsibilities vary, ranging from
managing and developing her team to
ensuring the compliance program's
function, structure, and performance
metrics and measurements. She also
oversees policy work, helpline systems,
communications, and the response to
concerns and complaints,
implementation of program changes to
address new laws, regulations, and
business changes, as well as risk
management and monitoring of internal
and external trends. Ultimately, Virginia
strives to shape the perception of
compliance within the organization,
aiming to be viewed as an enabler and
business differentiator rather than as a
policing function or the "department of
No." Her focus is on the "why" and
"how" of business, setting the tone for
risk enablement while maintaining the
company's values.
Interacting with the teams is the
highlight of Virginia's day. She derives
immense pleasure from observing her
team's development and growth, as they
deliver compliance moments in
innovative and impactful ways that are
also enjoyable. Virginia feels gratified
when the business responds
positively to her team and their
training sessions, and when they
show an interest in modelling the
culture of compliance and data
protection. It's particularly
rewarding when the sales team
compliments her team's
presentation as one of the best at
their meeting.
Virginia has a customer-centric
approach, and her customers are
the employees, partners, and
suppliers who are expected to
comply with various policies. She
believes that her team's job is to
make compliance clear and
straightforward. When they make
the compliance experience easy
and positive, people want to
return, and this approach nurtures
the company's values of trust,
teamwork, and speaking up.
Key to Grow as Leader
Virginia is an avid reader who
enjoys expanding her knowledge
base. Transitioning to a new
organization after spending over a
decade at one company has
provided her with unique
opportunities for personal growth
and development. Additionally,
she serves as a mentor to
numerous individuals and is an
executive sponsor for the
LGBTQ+ employee network
group. She values these
experiences and finds that they
contribute to her growth as a
professional.
56 | October 2023

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