Women Leading in Global Marketing and International Promotion
At Atlas, we’re not only committed to helping companies with their international marketing, but we also champion the success of women in leadership roles. One standout example is our CEO, Isabel Bustos, who, at just 24 years old, found herself negotiating a multi-million-euro contract as the only woman in the room—living in South Korea.
Today, Isabel was in Guadalajara, participating in a roundtable on global women, leadership, and internationalisation, where she shared personal experiences from her career and insights on how women continue to face challenges, particularly in the world of international promotion.
Diversity and Inclusion in Global Leadership
At Atlas, we believe that diversity and inclusion are essential to driving innovation and success in any industry. Through our work supporting companies in international marketing, we’ve learned that gender bias remains a challenge, especially for women in leadership roles. Despite the progress made, women are often still in a position where they must continuously prove their value. This ongoing struggle highlights the importance of creating an environment where women are given equal opportunities to lead and thrive, both within the EU and in third countries.
Isabel’s story and those shared at the roundtable underscore the importance of providing women with the tools and the confidence to succeed in international markets, regardless of the challenges they may face.
Inspiring Confidence and Leadership for Women in Business
Isabel’s key message at the roundtable was clear: women can lead with confidence, inspire others, and create lasting impact across borders. She shared how her journey, both in South Korea and beyond, has helped her develop the resilience and leadership skills needed to navigate the business world as a woman. Her commitment to diversity and inclusion is not just about advocating for gender equality but actively working to create an environment where women can lead effectively and confidently.
At Atlas, we continue to support initiatives like WEConnect International, which empowers women-owned businesses globally by connecting them with international markets. By amplifying the voices and success stories of women, we aim to inspire future generations of female leaders to embrace their potential and take on the world of international business.
Building a Collaborative Future: Women Supporting Women
It was also a great pleasure for Isabel to reconnect with leaders like Valeria Rodríguez-Codina Felgueras, Paloma S., Arancha Lauffer, Eva M. Arranz Hernandez, and Cristina Nieves during the roundtable. These powerful connections remind us of the importance of creating a supportive network where women can help each other grow and succeed.
We are proud to be part of the global movement for diversity and inclusion, and we look forward to continuing to support women’s leadership in all sectors.
