Ramona Hazan (Founder of Ramona’s, the #1 houmous brand in the UK) and Sophie Fraser (International Client Partner, Arena Media) spoke with Carine Jean-Jean and Nicole Haman (Corporate Management Team members (CMT), RTL AdAlliance) about female leadership in the European cultural landscape, sharing insights, personal stories and giving advice to aspiring women. Together with Claudia Thielemann (CMT, RTL Adalliance) and Anne Papsdorf (Senior Leader, RTL AdAlliance), they have expanded upon their experiences to give a bigger picture of what female leadership looks like today in an international company.

In 2024, the EU employment rate for women was 70.8%, reaching an all-time high in many European countries. According to Eurostat in 2023, one-third of these women occupy a managerial position. Most female leaders can be found in Sweden, with over 40% female board members, closely followed by countries such as Latvia, Bulgaria and France. In the UK, the FTSE Women Leaders Review 2025 reports that over 60% of the country’s leading companies have approximately 40% women in leadership positions, reflecting a broader trend of women advancing into top positions.

These statistics are reflected at RTL AdAlliance as well. When looking at the core management team, as well as the distribution among CMT members and the extended executive management group, RTL AdAlliance showcases 37.8% female leadership.

“Be bold: Take risks, no matter how intimidating. Grit is needed, regardless of your gender.” – Nicole Haman

During a panel on the Female Leadership Stage at this year’s MAD//Fest, Nicole Haman’s response to the question ‘what advice she would have wanted to receive at the beginning of her career?’, she cited believing in yourself and being willing to step out of your comfort zone. Known for her personal motto: ‘I never lose, I only win or learn’ – Nicole has become a staple of leadership at RTL AdAlliance, not only for her go-get-them attitude, but for her multinational background and ability to inspire different backgrounds equally. Having grown up and lived in Sweden, she moved to London for her career and spending time in Portugal with her partner has taught her how to thrive in multicultural environments.

What she demonstrates is that when aiming for a promotion, it is important to be bold, ask for it and try to make it happen with all your determination. While studies usually focus on external factors that hinder a woman’s progression, these women showcase that being confident, recognising one’s own talents and successes, are a big part of stepping up.

With more women entering the workforce, there is also an increased interest in female leadership positions. Understanding the nuanced cultural differences between countries can help everyone to find the kind of strategies necessary to advance in their careers, especially within a multicultural company. Which is why Carine Jean-Jean decided to make Female leadership in the European cultural puzzle the centre of her panel discussion at the MAD//Fest in London this year.

“We at RTL AdAlliance are proud to present our 55/45 female-to-male split,” Carine Jean-Jean responded when asked about how many women work at the international sales house of RTL Group. “What our company values above all else is dedication, boldness and a willingness to grow,” she says, citing her multicultural background, being half-German and half-French, as the reason for seeing the value of different cultural perspectives, experiences and systems. This taught her what it means to balance the needs of many diverse people.

“I never saw my gender as an issue,” she explains, “On the contrary: I knew that as a woman I could bring in different valuable perspectives and so I took all opportunities I could to grow as a leader. I also had managers who championed me and let me take the stage.”

Cultural upbringings that differ from country to country became a central point of discussion during the panel. When asked about her experience as a Swede, Nicole Haman explained that: “In Sweden, we do not differentiate education-wise between boys and girls. They are raised as equals, and everyone has the same level of education as you only have public schools. So, I never saw my gender as holding me back, as that is not how I was raised.” Nicole Haman moved to London for her career – a life-changing decision for her. “Taking on new challenges – whether leading a high-stakes project, changing jobs, moving to other countries, or managing diverse remote teams – pushed me to grow in ways I never expected. Each challenge brought new skills, perspectives and resilience that shaped my professional journey,” says Haman.

Ramona Hazan, Founder of Ramona’s, also drew strength from her multicultural roots. Inspired by her Egyptian and Turkish heritage, she began making houmous at night while working as a computer engineer by day. After 20 years of dedication, her efforts led to the success of becoming UK's top houmous brand.

When asked about whether she thinks gender matters and her femininity has ever kept her from success, she negates this, saying, “Being a female entrepreneur is no different from being a male entrepreneur. We must make the same sacrifices, but in general, we get called by the kindergarten more often when the kids are sick.” Being conscious of all the progress one makes is important, and it’s important to surround yourself with cheerleaders who can give you that extra boost of energy when you feel down. “When I look back, I realise that I have come far. And millions of little steps have led me here – not one big event. Celebrate the small victories, as they make up your big success,” she adds.

Promoting young talent is very important for Sophie Fraser, International Client Partner at Arena Media, to ensure the future success of female leaders. Leading a team of roughly 80% women, during the panel, she explained how she recruits and empowers new employees. “I have started a programme with the University for Creative Arts UCA that is based in Canterbury. When I first started out, I came through a sandwich course and for Arena Media in particular, we are looking for creative minds to conquer the industry, not specifically someone who has been on a media or business course, but someone who is thinking in a slightly different way. We are working with Visual Communication students, to give them a chance to get into the industry. I wanted to give back, and at a certain point it is important to bring new minds in and give people who might not have had the same opportunities a chance. Over 50% of people from this course are from disadvantaged backgrounds, and it is giving them experience and a foot into the industry,” says Fraser.

“Take up space, build your vision and lead with confidence.” – Ramona Hazan

Confidence and boldness do not just develop during the course of one’s career. Risky resolutions and daring decisions can happen in other situations as well. “Take up space, build your vision and lead with confidence,” Ramona Hazan advises women who want to rise into leadership positions, “this includes resilience, adaptability and lifting others as we rise.” Carine Jean-Jean adds to this that is important to “celebrate one's achievements and embrace that you are different from others.”

Nevertheless, “seeking help is a strategy to leverage,” Ramona Hazan explained when asked about how important she sees mentors and role models. “Having that outside perspective on what you are doing can help a lot, as a mentor can see solutions you might never have thought of. It is a strength to ask for help and I love to do so – as well as provide it to young talents willing to go this path. It’s very important,” she says.

Taking up space demands a lot of boldness

Confidence and boldness often begin outside the workplace. For Claudia Thielemann, sports were essential in building tenacity and self-assurance—skills she later applied to her career. “Sports have helped me gain resilience through success. In sports, you learn not to fear setbacks but to continuously develop and take the next step. Sports taught me discipline and how to achieve goals”, she explains. This mindset gave her the courage to pursue and excel in leadership roles, even in male-dominated industries.

For Anne Papsdorf, a senior leader at RTL AdAlliance based in Hamburg, Germany, it was the influence of her mentor that helped her to push and go beyond herself, grow with the company, engage with various departments and prioritise open communication. With the support around her, she decided that it was time to explore new opportunities within the company: “I challenged myself and got involved with our more technical department. My studies had not prepared me for this, but that did not stop me – and now I’m proud to lead our tech-focused team.”

All women agree that earning a leadership position demands a lot of internal growth and willingness to go beyond oneself. Many of them have had male or female support during their endeavours and acknowledge that what mattered most was developing their skills as a person, regardless of their gender.