Nic Fry, former chief marketing officer at Merlo Coffee is the first guest writer in the latest instalment of the IMAA’s Female Leaders of Tomorrow program, following on from last year’s series. Fry, delves into the importance mentorship, creating opportunities and building confidence champion female voices as the industry evolves.
1. How did you get involved (and why) this program specifically?
Nic Fry: I was approached to get involved, but honoured to be asked. I know I have been very fortunate throughout my career, and I don’t take that for granted. As I grow older and wiser, I think more about purpose and how to use my voice to make things better for others, especially for women, as we all strive to reach EQUITY. I love the phrase ‘pull the ladder up’. I want to help others have the same opportunities that I have been lucky to experience, hopefully with less friction along the way.
2. Why is mentoring women in the industry so important for its future success?
NF: When women are present in transformation, the outcomes are better for everyone. I have been talking a lot recently about the gender divide in AI skills where women are massively under-indexed all around the world. If AI becomes integrated into everything we do, it is important that we are on the tools, so it understands our needs and motivations and can accurately design solutions for all of us. Our voices risk being lost as the architecture is built for the next century. One of the reasons I mentor women is so I can help build confidence and capability to ensure women’s voices continue to be heard.
3. Who are/were your mentors, and what did you learn from them?
NF: I have had many female leaders throughout my career who have shaped who I have become. They led with strength, composure, compassion and competence. They were all future-focused and always hustling to be involved in the right projects. The ones that come to mind are Molly Hayes, Michelle Gansle, Emma Lyons, and Heather Kang. My most recent mentors are the incredible women founders at The Australian Centre for AI in Marketing (ACAM), Jodie Sangster, Louise Cummins and Rochelle Tognetti. They are working hard to make sure the marketing industry stays relevant in the age of AI. I just love being in their presence and soaking up the intellect and the hunger to make a positive difference.
4. If you could offer one piece of advice to all future leaders, what would it be and why?
NF: My advice to future leaders is to lead with radical curiosity and the courage to slow down. In an era where we fear losing our humanity to machines, the most vital thing a leader can do is build a community.
This philosophy was solidified for me while watching Peter West, our GM at Mars Chocolate in Australia. He transformed the business by dismantling the ‘black box’ of leadership. Instead of top-down mandates, he listened with genuine curiosity and without judgment, seeking perspectives from every function and level to stay grounded. He was radically transparent, sharing his thinking and inviting the organisation to validate it. This gave us something rare: the feeling that we were actively shaping our own future.
The challenge is that this approach requires a ‘slow down to speed up’ mindset. Many leaders feel they don’t have the time to stop, listen, and socialise a plan before acting. However, taking that time is an investment in alignment. By being candid about our own strengths and vulnerabilities, we win the trust required to build a high-performance culture that outlasts us.
Ultimately, the power of the collective is real. When people feel safe and valued, they share the innovative ideas that often get lost in the corporate matrix. Organisations that prioritise the wellbeing of their entire community – internal teams, partners, and end-users – will consistently outperform those that don’t. Our greatest legacy is the human-centric cultures we empower to thrive.
