On Wednesday (25), during Digitalks Expo 24, Fatima Pissarra, CEO of Mynd, brought important reflections on the challenges faced by women in leadership positions, especially in the competitive communications market. In an exclusive conversation with AdNews, after her speech at the event, Fatima shared her trajectory and discussed the fundamental role that some male figures had in her career.
“I never imagined I would be a CEO. I wanted to be a manager, and it was with the support of incredible men who encouraged me that I was able to get to where I am today. Carlos Scappini and Marcelo Azevedo told me: ‘you have what it takes’. That encouragement made all the difference”, recalls Fatima. Even so, she makes a point of emphasizing that she has never let prejudice dictate her path: “I have never lived thinking that because I am a woman, I cannot do that. I chose to be happy, to do what I love, and that is what I do.”
The balance between career and motherhood
In addition to the challenges in the job market, Fatima also spoke about the dilemma that many women face when balancing their careers with motherhood. As a mother of three, she recognizes the social pressures involved in this choice, but emphasizes that her passion for work has always spoken louder – something that she makes a point of sharing with her children. “I say to my children: would you prefer me to stay home or work? And they all say: work. They are my fans, they love it,” she says.
Mynd’s CEO also talked about how she involves them in her work routine. “They know the influencers we work with and go to events with me. I’m not that woman who thinks she can’t be a CEO because of this or that. I’m very feminine, I travel with my children and take them with me wherever I can.”
Authenticity and mental health in the world of influencers
Fatima also discussed how Mynd, the largest influencer marketing agency in Latin America, deals with the issue of influencer authenticity. “To join Mynd, you have to fall in love with the person. If the content sells to me, then I know it’s real and authentic. That’s what we look for: influencers who love what they do and who we love to follow,” she explains.
Another important point of the conversation was the growing concern for the mental health of influencers, who often face a barrage of criticism on social media. “They live in a risk zone and receive direct criticism that can be devastating. So, at Mynd, we seek to provide emotional support and train them to deal with this. Mental health is a constant concern for us, both because of the amount of information they have to deal with and the pressure of always being connected,” he points out.
Advice for future entrepreneurs
At the end of the exclusive interview with AdNews, Fatima left an inspiring message for women who are starting out in the world of communications and dream of becoming entrepreneurs. “The first thing is to be passionate, for me, rule number 1. Second rule, learn about everything. To be an entrepreneur, you need to be the four legs of the table. You have to know everything that people are doing to direct the team in the best way possible”, she advises.
