Head of marketing at SBT talks about the double workday that women face, in addition to prejudice
This year, PROPMARK honors ten leading women in the communication market in Brazil. The names were chosen for their contribution to the industry and the prominence they have in their field of activity. The women honored for this Special were chosen by the PROPMARK editorial staff, including Priscila Stoliar, SBT’s head of marketing.
Priscila has been in the job market for 19 years. There are 14 on SBT, but as head of marketing she has 11 years. Graduated in advertising and public relations with an emphasis in marketing, from the University of Central Florida UCF, in the United States, she says that she suffered prejudice to get where she got, unfortunately, and it was not little. How challenging to be a woman!, she declares.
And, for her, the job market is not the only challenge. Priscila recalls that there is still the issue of double shifts.
A recent survey by Oxfam shows that having a job and being the biggest and sometimes the only person responsible for household chores and family care is still the reality for most women in the world. So it goes beyond prejudice. The problem is systemic and structural. We even manage to get there, but many times we pay a very high price, argues the executive.
She sees changes, yes, but it lacks ground to reach what is considered ideal.
According to a study by McKinsey, companies with more women in leadership when compared to the industry average have 48% higher operating results and 70% greater growth in revenues, he mentions, adding: Even so, studies reveal that in Brazil only 3% of women occupy leadership positions in companies. In addition, we are the majority of the population in the country, we live longer, we have more formal education, we are harmonic, born problem solvers, determined and, above all, more humane to deal with many issues. We are talking about hard data and this intrigues me.
Priscila says she believes that the first big change should start with women for women. We women need to put aside this diabolical competition between us, which we are born with. We need to rejoice in the achievement of the other, support, strengthen and encourage each other. We need to play together, break this lack of sisterhood. Men in general unite, protect each other and, sometimes, even without knowing each other, cover up. We don’t. There is a lack of unity among the women themselves, he shoots.
There are not few SBT achievements under Priscila’s management. She says that the station owns important distinctions, such as the Bronze Leo in Media at Cannes Lions #DonateForPriscila (Blood donation/2016); Best of the Year at NaTelinha UOL (2018); 2019 Columnists Award: SBT was Silver with Tela semblood, in the Direct Marketing category; Contigo Award!; and Poliana Moa, who won Novel of the Year (2022), among others.
In addition, it lists in which competitions the network was a finalist: Shortlist Cannes Lions Promo & Mdia (Control Toys/Supernanny/2012); UOL TV and Famous (2018); and ABC da Comunicação, in the category Best National Vehicle (2019).
SBT also had other major highlights: along with Google, one of the most valued brands by customers and shareholders (More
Value Produced by DOM Strategy Partners/2017); 32 most valuable brand in Brazil (ranking by Kantar Vermeer Revista Isto/2017); indicated and selected based on excellence and quality in services and products (Top Of Quality Brazil/Edition 2022); and fourth company that most encourages open innovation with startups in Brazil, according to the Open Corps ranking (2022).