A Year of Growth: Taking the Lead

Clara Geerts, a data-driven marketing strategist at Google, is passionate about leveraging data for client success. Her ambition has propelled her from Dublin to Brussels, managing key accounts in the Belgian telecommunication industry. 

Throughout her career, Clara has excelled in collaboration, working with teams to identify opportunities, optimise targeting, and maximize the impact of marketing initiatives. Building on her experience with programmatic advertising, she transitioned to a strategic client management role where she leads the implementation of Google services and products into their marketing outreach channels. 

In Google's dynamic industry, staying ahead of the curve is crucial. Clara achieves this by constantly analysing data and market trends to inform her decisions and client strategies. This data-driven approach ensures that client campaigns are optimised for maximum impact. However, navigating Google's matrix structure adds another layer of complexity. In her role as an Industry Manager, she juggles managing external stakeholder expectations, aligning them with internal priorities, and assembling the right team to hit client targets be it privacy data management, search ads management, or even day-to-day operations – a complex balancing act! 

One of the most significant hurdles she is learning to overcome is the challenge of cross-functional collaboration. This role often involves working with multiple teams within Google (sales, product, etc.) and on the client side. Navigating these relationships and ensuring everyone is working towards the same goal requires strong communication and project management skills.

A Year of Growth: Taking the Lead 

While Clara's current role doesn't offer a direct path to management within her small Google office, her drive for continuous learning and development paints a clear picture of her future aspirations. She views 2024 not just about achieving targets, but about becoming the architect of her own career journey. Fuelled by both internal drive and external encouragement, she's actively pursuing formal learning, certifications, coaching degrees, and even lining up public speaking engagements. Stepping outside her comfort zone is key to her growth strategy. 

One such opportunity was a recent invitation to speak at her alma mater. There, Clara shared valuable insights on how Google leverages AI and how she personally integrates AI tools into her daily work to enhance her effectiveness as an executive. In fact, AI is woven into her everyday tasks, from crafting sales notes and presentations to taking meeting minutes and generating client briefs and updates. "Automating repetitive tasks frees up substantial time for me to focus on learning and developing my soft skills," she explains. 

This commitment to growth extends beyond personal initiative. Clara highlights Google's supportive management culture. "I had this conversation with my manager," she recalls, "and most managers might have worried I'd leave the team in a couple of years. But instead, he was incredibly supportive. He proposed exploring speaking opportunities, course development – everything to help me achieve my goals." 

This, Clara believes, is a hallmark of Google's culture. Managers prioritise employee growth, even if it means potentially losing them to another team. They view employee development as an investment in the individual's career journey, fostering a supportive environment that empowers people to pursue their aspirations.

Separating Management from Inspiration 

While acknowledging that her manager plays a vital role in supporting her day-to-day work and career progression, she finds her inspiration in leaders at a higher level. These leaders, she observes, are focused on the long-term vision and strategic direction, which resonates more deeply with her aspirations. 

She identifies her coach, Katya Degrieck, as a significant influence on her leadership style and career development. Katya, an author and director at Google, embodies several key traits that Clara aspires to cultivate in her own leadership:

• Integrity: Doing the right thing, even when difficult, builds trust and inspires followers.
• Vision: Having a clear sense of direction and the ability to communicate it effectively is essential for guiding a team.
• Self-Awareness: Understanding one's strengths, weaknesses, and impact on others is crucial for effective leadership.
• Empathy: The ability to connect with and understand others' perspectives and emotions fosters collaboration and trust.
• Communication: Clear communication, active listening, and adapting communication styles are essential for effective leadership.
• Influence: Inspiring and motivating others through persuasion, not manipulation, is a hallmark of strong leadership.
• Learning Agility: A willingness to embrace new knowledge and approaches is key to continuous growth and adaptation.
• Humility: Recognising that one doesn't have all the answers and seeking input from others fosters a collaborative and inclusive environment. 

“Let’s not talk about your current role, but let’s talk about after that. Where do you see yourself? What is the industry you want to focus on?” Clara recalls a key learning from Katya, emphasising the importance of seeking coaching beyond what a direct manager can provide. A coach can often offer personalised support in identifying leadership style, addressing challenges, and maximising strengths. This individualised approach fosters self-discovery, increased confidence, and the development of an authentic leadership style.

INSEAD Learning to Lead programme: A Catalyst for Growth 

Enrolled in the Learning to Lead programme at INSEAD, Clara’s goal was not just about acquiring new technical skills; it was about shaping her into a well-rounded leader. The blend of theoretical frameworks and practical application provided a powerful foundation, not only expanding her knowledge base but also challenging her existing viewpoints. 

“I think the programme was oxygen to my brain. Hearing from so many different people, across different industries and backgrounds it really helps to paint a picture of today’s dynamic world and instilled a deep confidence in me,” Clara shares. The diverse learning environment, brimming with accomplished peers exposed her to a kaleidoscope of perspectives. Sharing experiences and success stories not only broadened her understanding of leadership but also instilled a sense of self-belief and confidence. 

Additionally, the emphasis on coaching resonated deeply with Clara, delving into the realm of self-awareness; something she believed was the cornerstone of authentic leadership, and the prospect of personalised guidance was a major draw. 

“You can make the most out of your work, your parenthood, the way you are and how you show up – when you are kind to yourself.” Clara shared a nugget of wisdom from her coaching session, having helped her understand that self-care and prioritising personal well-being were crucial foundations for effective leadership. It was a revelation that transcended the professional sphere, into influencing how she approached her personal life and relationships, where simple yet important things such as making sure she gets enough rest is communicated to her family effectively. 

“If you don’t work on that, you’re never going to be able to be a good leader or maintain an energy balance where you can show up authentically,” she cited her words to her, in retrospect, appreciating her bluntness that stirred deep reflections.

“It helped me step up to the balcony for a broader perspective” 

Clara shares that her time at INSEAD honed her skills for work, but it also made her a better leader and employee not just for Google but also for herself. She noted that there's been a definite shift in how she approached work and life, something that her colleagues have also noticed. “I’m setting healthier boundaries, have a clear vision for my future, and feel more optimistic overall.” 

The programme wasn’t without its challenges! Making the six-hour drive to the campus and back for an intensive four-day programme demanded dedication. But the rewards, Clara declared, were more than worth it. The real magic happened within the "bubble" of the program. Phones were silenced, replaced by an intense focus on learning and connection. The network she built was a vibrant tapestry of minds – a Saudi businessman working in a weapons factory discussing ideas with an ad salesperson (Clara herself!). These conversations were a reality check that there was a whole world beyond Google's walls. 

For those considering the programme, Clara shares 

Work-life Balance & Creating Zen Moments 

Clara's interview ended on a lighter note, revealing her passion for daily crossword puzzles in her native Dutch. She finds them to be a mental challenge and a form of meditation, a peaceful escape from the daily grind. This routine, she believes, helps keep her sharp, especially considering her family history of dementia. 

The conversation then shifted to the challenges of work-life balance, particularly for women. Clara, a working mom with a husband who also runs his own business, juggles multiple demanding roles. She laments the current system that often forces women to choose between career advancement and family during their prime career years. 

However, Clara remains optimistic. She sees positive changes emerging from remote work opportunities brought about by the pandemic, as well as potential improvements in childcare support systems. Finding balance, a strong support system and setting priorities allows her to excel in both aspects of her life, and she hopes her story will inspire other women to pursue their leadership goals while embracing the fulfilling journey of motherhood.