Bonds’ head of marketing Kedda Ghazarian and EssenceMediacom investment and activation associate director Jazmaree Bell have highlighted the importance of embracing vulnerability and leaning into the “softer” side of leadership as women in the media industry.
It comes as B&T’s Women in Media Superwoman Series, presented by Are Media, returns for its third episode.
Previously we’ve heard from Saatchi & Saatchi’s Mandie van der Merwe alongside Leo Australia’s Jessica Brackstone and Innocean’s Jasmin Bedir alongside Wavemaker’s Kate O’Loughlin.
The series, created as an Are Media x B&T content partnership ahead of the upcoming B&T Women in Media Awards, brings together established industry leaders and Rising Star finalists for honest conversations about ambition, leadership, career progression and the future of the industry.
Hosted by The Australian Women’s Weekly editor Sophie Tedmanson, the latest episode explores the conflicting expectations placed on women to be ambitious and resilient while also being collaborative, empathetic and caring.
For Ghazarian, who has spent 12 years at BONDS’ and worked her way from brand manager to head of marketing, navigating those expectations has meant recognising that leadership does not have to be hard-edged.
“I definitely think there is a tension that women have to straddle in leadership roles, which is going between hard and soft,” she said. “Being able to hear difficult feedback, being able to problem solve under pressure, but also to be soft and collaborative.
“I think it’s such a powerful reminder that softness and vulnerability can be strength, and I think more women need to model that.”
Ghazarian said much of her leadership style has been shaped by observing others, taking the parts that resonate with her and building her own approach over time.
“No one teaches you how to lead,” she said. “You start to get a team, you start to work out that dynamic, and you just kind of take the bits that you’ve seen from everyone else, put that together for yourself, and maybe you learn some lessons along the way.”
For Bell, who is a 2025 B&T Women in Media Rising Star finalist, those expectations have also been apparent early in her career.
“I believe that women, especially women in media, have this opportunity to showcase how authentic we can be in the workplace,” Bell said.
“I think sensitivity is a strength because it shows that we care. And when you care, that actually brings opportunity for change and growth.”
Bell admitted her perception of leadership has also shifted.
“My perception of leadership was that it was a doors-closed sort of policy. You weren’t considered a leader until you reached a certain tenure or a certain title,” she said.
“But now I actually believe that leadership isn’t dependent on a title, it’s dependent on your values and also what you’re motivated by.”
That sense of purpose has also shaped what Bell wants from her own career. While she said she is excited by the opportunity to influence change through media, she admitted the scale of that responsibility can also be intimidating.
“I want to help be part of change, whether it be through our pro bono work on Dolly’s Dream, introducing impactful campaigns for my client, or shaping policy across the industry,” she said.
“But I think what intimidates me on the flip side is there is a lot of responsibility, and we have a lot of potential in this industry in media to make massive change.”
Ghazarian highlighted the importance of slowing down when kicking off a career in media.
“Don’t be in a rush. Enjoy all the little banal things that you get to do every day,” she said. “If I could tell past me, I would say just don’t even rush.”
“Go back and do those little things and look at all those little opportunities where you can be creative and you can have impact and you can build relationships.”
That changing definition of success was something both women returned to when discussing what “winning” looks like in their careers now.
For Ghazarian, success has increasingly become about balance, including modelling a healthier approach to work for her own team.
“Winning looks like balance for me,” she said. “I want to leave on time. I want to do Pilates and go to the beach after work when the sun is shining. I think all of that is so important, and it makes you better at your job.”
Bell added that if she had been asked that question two years ago she would have been “focused on the title and next promotion”.
“But if you ask me now what winning is, it’s the impact that I can make on my team, and also how that resonates into perhaps wider industry as well.”
With her team’s junior roles currently 100 per cent female, Bell said she sees an opportunity to help create new ideas around what success looks like for the next generation of women.
“It’s not necessarily chasing a title. It’s did you speak up in a meeting when previously you were too scared to?” she said. “It’s how we can create long-term change and also make someone else feel empowered to make decisions that you know have a role in effect, and can help long-term and have that longevity.”
The pair highlighted how empathy, vulnerability, care and balance shouldn’t be traits to hide, but rather qualities to help build stronger teams and create meaningful change.
Enjoying these conversations? Keep your eyes peeled for the next episode coming soon…
