The 2024 Global WiM Awards shortlist has been announced, celebrating exceptional women who embody this year’s theme of "Exemplary." As we look forward to the upcoming Awards Ceremony, we spotlight the remarkable talent and achievements of the shortlisted nominees from across the continent.
For the first of the shortlisted nominees from the WiM Africa community, we speak with Cynthia Torto, Global Creative Lead at Shell International.
WiM Africa: How does this year’s theme "Exemplary – deserving imitation; serving as an outstanding model or example; embodying the highest standards of excellence; exceptionally good; setting a benchmark for others to aspire to” resonate with you and your work?
CT: The theme of "Exemplary" is something that deeply resonates with me, as it aligns with my approach to both leadership and the work I do. I believe that setting high standards is essential—not just for personal growth, but for the growth of the teams and organisations I lead. In my career, I’ve always aimed to create work that is not only impactful and creative but also serves as a model for others to learn from and be inspired by.
For me, being exemplary means constantly striving to innovate, taking calculated risks, and ensuring that the work I deliver resonates with both the business and the customers it serves. At Shell, for example, some of the work I’ve delivered and been most proud of has been around renewable energy communications that exemplify this standard - aiming to not only set the bar for marketing excellence but also contribute meaningfully to sustainability and the future of energy.
I see leadership as an opportunity to set the tone for excellence within my team, guiding them to reach their full potential while delivering results that elevate the brand and the business. I believe the highest form of leadership is to lead by example—through integrity, performance, and by constantly seeking ways to improve and adapt to the ever-changing marketing landscape.
WiM Africa: What advice would you give to other women aspiring to make a mark in the marketing world?
CT: To the women aspiring to make a mark in the marketing world, my advice would be to embrace your unique perspectives and strengths. The world of marketing is incredibly diverse, and it’s the varied experiences we bring to the table that drive the most innovative and successful campaigns. Don’t shy away from your individuality—whether that’s your background, your ideas, or your leadership style. These are what make you valuable in an industry that thrives on creativity and diversity.
Another key piece of advice is to continuously invest in your personal and professional development. Marketing is ever-evolving, and it’s crucial to stay ahead of the curve by learning new skills, exploring new trends, and taking on challenges that push you out of your comfort zone. Don’t be afraid to take on roles that challenge you or to speak up when you have ideas or perspectives to share. I’ve found that the most impactful leaders in marketing are those who are open-minded, adaptable, and committed to lifelong learning.
Lastly, seek out mentors and build networks with others in the industry. Surround yourself with people who inspire you, who challenge you, and who can offer guidance as you grow in your career. I’ve personally benefitted from (and continue to!) incredible mentors, and their support has been instrumental in helping me navigate my journey. It’s important to remember that success doesn’t happen in isolation—it’s about building relationships and learning from others.
WiM Africa: In what ways has your background or heritage influenced your approach to marketing and leadership?
CT: I was born and raised in the UK, but my Ghanaian heritage has always been a strong part of my identity, shaping both my personal and professional life. Growing up with a dual cultural perspective allowed me to see the world through two lenses, each offering different values, ways of thinking, and approaches to problem-solving. This has deeply influenced my approach to marketing and leadership, particularly in navigating diverse markets and understanding the nuanced dynamics between Western and African business environments.
One of the key moments that cemented this was when I had the opportunity to move to Ghana for my role at Vodafone. The experience of working in an emerging market gave me a deeper appreciation for cultural adaptability and how critical it is to align brand strategies with local values and expectations. This cultural duality became an asset, allowing me to think globally while acting locally, and delivering marketing solutions that resonated with diverse audiences.
In leadership, my heritage has inspired me to foster inclusivity and a sense of belonging in the teams I lead. Whether in the UK, Ghana, or globally, I’ve always championed diverse perspectives, knowing that the strength of a team lies in its varied experiences. It’s this blend of creativity, strategic thinking, and cultural sensitivity that I bring to my work, whether I’m overseeing global projects or driving local market initiatives.
Check out all the 2024 Global WiM Awards Shortlisted nominees.
Source - womeninmarketing.org.uk