Markets Media spoke with Angela Nguyen, Regional Head of Marketing and Communications, Asia Pacific for Securities Services at BNP Paribas who won Excellence in Marketing & Communications at the 2024 Women in Finance Asia Awards.
What was your reaction to winning the award?
Winning the Women in Finance Award for Excellence in Marketing was an incredibly humbling and proud moment for me. It served as a validation of the hard work and dedication put forth by our marketing team and a testament to BNP Paribas’ commitment to diversity, equality, and inclusion. This recognition not only celebrates the achievements of our team but also reaffirms the importance of promoting gender diversity in the finance industry. As a woman in a leadership role, winning this award motivates me to continue advocating for inclusive practices and fostering an environment where everyone can thrive. It highlights the progress we have made in breaking down barriers and creating opportunities for talented individuals regardless of their gender. I am grateful for the support and encouragement I have received from my colleagues and mentors throughout my career, as their guidance has been instrumental in my success.
What have been the main drivers of your success?
Strategic planning, effective storytelling, and data-driven decision-making have been the foundational elements for my success in marketing. By thoroughly understanding our target audience and their needs, we have been able to develop tailored marketing strategies that resonate with them. Additionally, our emphasis on creating compelling and authentic narratives has helped us build strong brand connections and establish trust with our clients.
While these strategies have been instrumental in driving success, it is important to acknowledge the support and guidance I have received from my mentors and the management team at BNP Paribas. Their belief in my abilities and their willingness to provide me with the freedom to be creative has been invaluable. The culture at BNP Paribas, which encourages innovation and creativity, has given me the confidence to push boundaries, experiment with new ideas, and deliver impactful campaigns. The trust placed in me by my mentors and the management team has been a catalyst for my success, empowering me to excel in my role and drive positive outcomes.
How would you describe your work/management ‘style’?
I would say trust, compassion, and empathy define my work/management style. Trust is essential to foster collaboration and empower team members. I try to provide autonomy and encourage each team member to take ownership of their work, valuing their input and ideas. Compassion and empathy are vital in understanding and supporting the unique strengths, challenges and personal circumstances of each team member. By actively listening and being receptive to their needs, I aim to provide the necessary support and guidance to help them thrive both professionally and personally. Additionally, I try to foster a collaborative and open dialogue approach in the team. I appreciate my team members’ expertise and experiences, so collaboration and diverse perspectives are highly valued, ensuring that everyone feels respected and that their contributions are recognised.
What’s your favourite aspect of working in Marketing and Communications?
The ability to be a storyteller and connect with people on an emotional level is what I find most fulfilling. Marketing allows me to tap into my creativity and develop compelling narratives that resonate with our target audience. Crafting messages that evoke emotions, inspire action, and ultimately drive engagement with our brand bring a sense of accomplishment. The dynamic of the field, constantly evolving with new technologies, platforms, and consumer trends. This continuous evolution keeps me engaged and encourages continuous learning and adaptation.
Moreover, marketing enables me to make a tangible impact on the success of our organisation. By applying strategic marketing principles, we can effectively position our products or solutions in the marketplace, differentiate ourselves from competitors, and ultimately contribute to the growth and profitability of the business. Marketing also serves as a bridge between our brand and our clients. It allows us to build relationships, establish trust, and create meaningful connections.
Lastly, marketing provides a platform for collaboration and cross-functional teamwork. I enjoy working with colleagues from different locations, different business lines, such as strategy, products, sales and relationship managers, as well as other functions of the Bank such as Legal, Compliance, Risk and Operations. The synergy of diverse perspectives and expertise enhances our marketing initiatives and leads to more comprehensive and effective campaigns.
Tell us about a passion you have outside the business.
Beyond my professional pursuits, one of my greatest passions lies in advocating for animal welfare, with a particular focus on cats. I actively support local animal shelters and organisations that work tirelessly to rescue, rehabilitate, and find forever homes for abandoned and stray cats. Through fundraising and raising awareness, I aim to make a difference in the lives of these vulnerable animals. I promote responsible pet ownership and encourage adoption, emphasising the joy and fulfilment that comes from providing a loving and caring home for these cats in need.
On a personal level, I have experienced the incredible rewards of cat rescue firsthand. I have two rescued cats of my own, and they bring me immense joy and comfort after a busy day. Seeing their resilience and witnessing the transformation they undergo when provided with a safe and nurturing environment is truly heartwarming. Their presence in my life serves as a constant reminder of the importance of giving these animals a second chance.
Through my love for my own rescued cats and my dedication to supporting cat rescue efforts, I hope to inspire others to consider adoption, support local animal shelters, and experience the profound joy that comes from providing a loving home for these amazing creatures.
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