Canada and England, Liel took over Alpargatas in 2024 with the commitment to strengthen the brand’s competitiveness and advance its sustainability journey. Follow our conversation to discover her comprehensive vision on the world of business, equity, leadership and diversity!
Given your experience in multinationals and now leading a large Brazilian company.
what are the unique challenges and opportunities you have encountered in each context?
In our meeting, you mentioned that the consumer is the real “boss.” How has this view influenced your strategic decisions?
Understanding that the consumer is the real boss completely changes the way we innovate. In the companies I have worked for, innovation gambling database has always played a fundamental role. However, this innovation should not arise just because we have the technology, the product or the idea. It needs to exist to solve a problem or meet a consumer need, or even create a new demand in their lives. When we adopt this perspective, innovation starts to be driven from the outside in, rather than being motivated internally. It is not about acquiring a new machine or developing a new formula, but rather about understanding what will truly benefit consumers or awaken a new need in them. A good example of this is Havaianas, which transformed its design, evolving from traditional flip-flops to colorful models, thus conquering the fashion market with innovation.
You mentioned diversity as essential to organizational success.
How does the inclusion of different cultural perspectives positively influence a strategic decision?
When we bring together people from different backgrounds and they perform excellently, we demystify the idea that talent is linked to gender, race or a specific profile, we grow. I believe that the first step to creating this culture within work with technical documentation organizations is to continue presenting evidence. Several studies, such as those by McKinsey and Bain, show that more diverse companies and teams achieve greater success. I was able to experience this in practice when I led teams in China, Canada and England. I understood that cultural differences, talent development and strategic partnerships are fundamental to increasing a company’s innovation potential.
Diverse and collaborative teams are more effective
I believe that people with different backgrounds and perspectives stimulate resilience and innovation in operations, ensuring greater creative potential and the formation of a disruptive mindset within companies. The Brazilian population is whatsapp database philippines complex and carries with it its peculiarities, struggles and ability to think from different angles, which benefits business. My trajectory and experience have shown me that being to the racial cause is essential. This me to be one of the founders of the Movement for Racial Equity (MOVER), by more than 50 companies, which seek to provide more opportunities for groups in the corporate world. And it aims to make organizations more competitive, stimulating resilience, innovation, and bringing representation in relation to consumers themselves and society.
How do you see the role of leaders in promoting diversity policies in organizations?
In my opinion, it is essential to implement clear rules, because leaving the process without guidance does not work. If the company truly values diversity, it must define mechanisms to ensure results. Simply discussing the subject without concrete actions makes it less likely that changes will occur. At Alpargatas, for example, we focus on people, seeking diversity and inclusion in our workforce, fair pay and local development in the regions where we operate. And it is part of our sustainability strategy to ensure that, by 2030, 50% of senior leadership positions are held by women and 25% of management positions are held by groups.
In your opinion, what are the most significant barriers women face when trying to advance to leadership positions?
Women often internalize the idea that they are not ready or that they will face significant sacrifices. A clear example of this is that I have never been how I balance my personal and professional life. In panels with female CEOs, this question is common: how do you balance your personal life as a CEO? I always wonder why I am not this question, since I also have children. Women to overcome the idea that they have more domestic responsibilities or that they are not for certain positions because they are young.
