LaShonda Fuselier: Head of Multi-National Corporations Subsidiary Coverage, Corporate and Investment Banking, Wells Fargo

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LaShonda Fuselier“For me, it all comes down to a genuine intellectual curiosity about people and places and cultures and things,” says LaShonda Fuselier. “As a banker, you’re building bridges and relationships, trying to understand people and their business, and being inquisitive enough to ask the right questions. In an international context, we’re taking that to a totally different level.”

An Innate Passion for International Perspectives

That unique international aspect is what magnetized Fuselier to banking and what has kept her at Wells Fargo for over 18 years. Despite growing up in a small and rural town in Louisiana, her fascination with gaining international perspective started early. She took her first flight at 20 years old to Belgium. After graduating Dillard University with degrees in accounting and French, she interned in Paris and went on further to obtain her MBA from Emory’s Goizueta Business School – with an international exchange at HEC Paris.

“I love the need for a global perspective for us to be able to serve our clients. My clients are headquartered outside of the US in my current role, and I love working across borders and across cultures,” says Fuselier. “I love thinking about not just how these factors [cross-borders and cross-cultures] impact the business but also the individuals in the businesses.”

As a leader, Fuselier encourages new hires to not only execute on the “what” they are responsible for, but to also go beyond and consider the “why” (“why is it important?”) and “how” (“how can I add value/make it better?”). Embracing this herself, two years ago, while discussing the next potential stage of her career development, she pitched a new role to the Head of Corporate Banking – the one she presently finds herself in. This coming fall, she’ll host an inaugural Multi-National Corporations Conference as a means to be more consultative to Wells Fargo’s international client base.

Finance Is a Relationship Business

Growing up in a small town with hardworking parents, Fuselier was raised with a strong work ethic and sense of responsibility.

“Your word is your bond, my dad always said,” she shares. “I grew up in a family where if you say you’re going to do something, you’re going to do it. And if you want something, you’re going to have to put a little sweat into it.”

On top of trust-building, she’s recognized she possesses the important relational skill of making people feel comfortable: “You might think we’re talking finance. It’s numbers. But those are table stakes,” she says. “It’s a relationship business. People do business with people they’re comfortable with and they trust.”

Learning What Is In Your Control

Sometimes, it takes a difficult experience to learn how to be a leader.

While Fuselier has had many great managers, that has not always been the case. At times, she has even found herself offended by some past managers’ lack of leadership skills. Always committed to engaging professionally, she does surmise, she may not have engaged productively in one situation where she felt a past manager was not a great leader: “I have a tendency sometimes to stand on principle,” she says, “and so I focused on what I saw as the injustice about how this person was leading.”

But a colleague of hers with the same manager just focused on the work and ultimately had a better experience. As a result, she endeavored to engage more productively and constructively moving forward and it improved her experience.

“From that tough experience, I learned that you can’t control others. You can’t make someone a great manager,” she said, noting there will always be individual high-performers that are not as suited to be managers. “What you can control is everything that you do. You can control how you respond to the environment and use that response to make it better.”

Engaging and Empowering Others As a Leader

Today, Fuselier’s leadership is in part catalyzed by that experience. Fuselier has a clear view of what it takes to be a great leader and manager, which is a lot about encouraging and empowering her teams – in the same way some managers have done that for her. She advises mentees to “approach every assignment as an opportunity to develop and demonstrate your capabilities.” And as a leader, she prioritizes finding chances for others to do just that.

“It’s a practice I’ve developed to engage and empower others. One of the most rewarding aspects of being in leadership is when I have the opportunity to facilitate leadership opportunities for others and pull them out of their shell,” she says. “It feels really good when I get a chance to support somebody from behind and see them in the spotlight developing their skills, accomplishing things and being recognized.”

Fuselier likes to let her team take front and center where possible and be there in support. If someone mentions they don’t like public speaking, then they can expect to be invited to the next opportunity to push their comfort zone – and later on, they often express their gratitude for it.

“I subscribe to the theory that the best leaders – not only with words but through their actions – encourage and inspire others to achieve their best,” she says. “That is how some of the most influential leaders have impacted me in my career, and I aspire to have the same impact on others.”

Building Connection and Credibility

Many times, Fuselier has been the only woman in the room, person of color in the room, and certainly the only woman of color in the business room. Being culturally raised to believe that she had to be twice as good to earn half as much translated early on into over-preparation and focus. But it’s also gone further at times. Knowing that banking is a relationship business, LaShonda would try to find ways to connect with clients beyond the work. For example, with some clients she would research the highlights of the weekend’s local sport match – even if she had never been to that city.

“We talk within the community sometimes about assimilation and if it’s appropriate or inappropriate,” she says. “Even though I’m not a huge sports fan, this wasn’t an example of me losing my identify. Just like anyone who is new, you’re looking to connect and establish credibility, especially when you’re not like everyone else,” she says. “Once I could establish that connectivity and credibility, I felt like I could combine that with my unique perspectives to drive more meaningful dialogue and impact around the business.”

Once she gained credibility, it became easier to truly connect on a personal level.

“As I talked about things that mattered to them, they started to open up and we started to talk about things that reveal how much we have in common,” she says.

Fuselier has also learned to leverage being a unique voice in the room – whether on a transaction or an organizational decision. For example, she has been an advocate for diversity in recruiting. She also notes that being the only woman of color in the room at times means people will not forget LaShonda, and she’s willing to let that work for her, too.

Impacting Upon Diversity and Inclusion

Fuselier co-chairs the DEI counsel, is an advisor for the Black Connections Employee Resource Network (ERN) in EMEA, and is part of the steering committee of the WomenGoFar ERN.

This year, catalyzed with the idea from Judith Barry, Head of WomenGoFar, Fuselier created an initiative called Double Dimensions that tailors content and opportunities towards women of color within CIB.

“I’ve never been a ‘diversity person’ or someone who is solely responsible for diversity initiatives, but these are important, so I’m always eager to invest the time. However, what’s most important to me is that I’m not viewed as someone who is in my primary role solely because I am diverse,” says Fuselier. “I have always worked to demonstrate that I am a highly talented, hard-working, effective, successful banker who happens to be diverse.”

But with her and Wells Fargo’s passion for DEI, she has found the opportunity to develop and demonstrate her leadership, communication, collaboration and strategic planning skills beyond her client work while also building relationships with colleagues and leaders internally and on a global scale.

“It creates a real connection to the organization that keeps me going even on a day when you don’t get the transaction that you want or it’s not the best opportunity day,” she says. “It makes me feel like this is where I want to be.”

Fuselier’s gift of making people feel comfortable comes into its own in creating a permissive space for brave conversations.

“I think I give people the sentiment they can be themselves and say what they’re thinking. I’m not going to be offended,” she says. “I think people are often taken aback by just how open I am. So when I say ‘candor,’ which is an important value at Wells Fargo, I mean it – I’m going to be really open and so can you. That facilitates the type of environment where we can be collaborative and successful together.”

“Leadership is About Behaviors”

Some years ago, a mentor advised Fuselier to “own your position.”

“My younger mentality and work ethic was I’m going to execute to the best of my ability based on what they tell me to do and I’m not going to ask questions,” she reflects. “But that advice is about feeling empowered to do what you need to do to be successful and also to identify new opportunities and raise your hand to run with them.”

Tying back to creating the role she’s in now, Fuselier is a big advocate of catalyzing agency and ownership. It’s that notion that spurred her to create the Corporate Banking EmpowerHer women’s conference to foster professional development and greater engagement of women across the business. Now in its second year, the conference will be led by mid-level vice presidents and associates. More women will have the chance to step into leadership, develop their skills and be recognized for new contributions.

“You don’t have to be at a certain level or in a certain role to be a leader. Leadership is about behaviors,” she says. “It’s not about titles.”

Speaking of International Perspectives…

As at work, so it is at home: Fuselier’s entire family loves travel, culture and languages. In addition to her French, her whole family practices Spanish and her youngest daughter is studying Mandarin. They visit a few countries each year and like to seek out the cultural culinary delights – most recently they have been Egypt, UAE, Spain, France, Jamaica, Colombia, Costa Rica, the Netherlands, and Ecuador!

By Aimee Hansen

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The Guilt Gap: Why Women Feel More Guilt Than Men and How to Overcome It

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the guilt gapThe guilt gap doesn’t just affect individuals. When researchers asked men and women to list reasons they typically feel guilty, women listed more than men when considering their personal and professional lives.

If you share that internalized guilt, it doesn’t have to follow you around forever. Learn more about why the guilt gap exists and how to overcome it.

1. Feeling Rushed to Achieve Milestones?

Everyone’s felt the pressure to reach a big milestone. Whether that’s graduating from college, landing your dream job or starting a family, the stress can lead to guilt when you don’t accomplish those things quickly.

You’re not alone if the pressure stresses you out. A recent survey found 40% of Americans feel like they haven’t reached their life milestones fast enough. When stress turns into guilt, it’s time to shift your perspective.

Solution: Focus on Your Accomplishments

Recognizing and celebrating your accomplishments can reverse the guilt that may come with working toward long-term goals. Instead of looking at your timeline negatively, reflect on how many incredible things you’ve done in the meantime. Setting aside time to do this regularly could battle your guilt on your journey toward your goals.

2. Feeling a Sense of Competition?

Women may feel a more significant guilt gap in the workplace if there’s a toxic environment. A sense of competition among co-workers can be healthy — unless it becomes all-consuming. The result is a sense of frustration that may lead to guilty worries that you’re never doing enough to be worthy of your spot on your team.

Research backs the reality of women feeling pushed or called to do more in their jobs. A recent study found women have significantly higher corporate social responsibility than men — especially in the first decade or two of their careers.

Solution: Practice Saying No

Telling someone no means you’re reserving time for your mental health. You’ll have less stress, which might be the primary factor intensifying your guilt.

However, you might also feel guilty when you say no to someone. It’s easy to think spreading yourself thin is healthy because it helps others. In reality, it only leads to burnout that takes the joy from your daily life.

Practice saying no to little things and work up to bigger things. It’s a healthy way to value your time and mental health. Use your reserved time for more practical efforts, like self-care habits or resting. There will always be other opportunities to grow or help others when your guilt and stress aren’t draining your energy.

3. Feeling Guilty About Your Self-Care?

When parts of your life feel unmanageable or outside your control, the daily stress and anxiety can negatively affect your mental health. Self-care is a helpful resource to reduce that stress, but you might feel guilty about taking time for yourself.

Researchers found that 19% of single women feel selfish for setting aside time for their self-care. The same research concluded that 86% of married women feel the same way. Selfish feelings can come with extra guilt because you don’t want to let anyone down by spending time on yourself.

Solution: Pursue Healing With Self-Care

Life isn’t always perfect for anyone, so you’ll need self-care to maintain your mental health at any age. This guilt that comes with taking time for yourself can be extra exhausting if you’re one of the 31% of millennials with depression or another mental health condition.

It’s harder to process and release lingering stress when your mental health feels frayed. Self-care habits ensure you’re putting your needs first so things like stress and anxiety don’t degrade your quality of life.

Consider which activities or habits might relax you the most. An evening walk, an aromatherapy diffuser or an adult coloring book could reduce the anxiety triggering your guilt. Research shows self-care behaviors are equally effective at home compared to socialized environments. You don’t need to attend an in-person yoga class or exercise group to improve your mental health.

Starting healthier self-care habits may require the hard work of setting your negative feelings aside. As you get used to prioritizing your needs, the sense of selfishness and corresponding guilt will fade with practice.

4. Feeling Guilty for Pursuing Your Career?

Whether through messages they receive from loved ones, movies or TV shows, women can feel pressured to have specific chapters in their lives. People might have celebrated you starting a career after graduating college, but eventually, they started talking about when you would get married, settle down and start a family.

Those things can bring some women immense joy. Other women want to focus on their careers. When you’re caught in the middle, research shows gender stereotypes trigger guilt when women work longer hours and pursue their careers more purposefully. This specific guilt may feel impossible to overcome, but it’s manageable if you prioritize your dreams.

Solution: Cheer Yourself Toward Your Goals

Overcoming this guilt requires daily work, but it could bring you peace. Commit to cheering yourself on when you wake up each day. Everyone has the right to live a life that makes them happy — career-oriented people are no exception to that rule.

If you aren’t sure which path will make you most happy, consider making a pros-and-cons list. Compare potential futures and listen to your gut instinct. Whichever seems most enjoyable to you will give you the confidence you need to overcome this particular type of guilt.

5. Feeling Like You Can’t Make Mistakes?

When women carry immense responsibilities, letting one of them fall to the side can feel devastating. Guilt may crop up when simple mistakes happen because you don’t want to let anyone down.

One study found that women feel more guilt when they don’t care for their loved ones efficiently. Making mistakes of all sizes account for 10.5% of the reasons participants felt guilty every day. It was the largest mistake category for both men and women, with women feeling the worst about mistakes that compromised their loved ones’ care.

Although no one wants to make mistakes purposefully, the stress of fearing mistakes isn’t healthy. People make accidental bad choices every day. No one can live a life without doing things they regret.

Solution: Look for the Lesson

It’s much easier to use this guilt positively when you reflect on your mistakes. See if you can learn a lesson from the moments that make guilt follow you like a shadow. Was there something you could have done differently? If so, make a purposeful commitment to avoid the same mistake in the future. Acknowledge how your guilt helped you learn and let it go.

If you can’t find a lesson from your guilt, that’s fine, too. It won’t always appear after a learning opportunity. When that happens, it may help to thank your instincts for trying to learn and help you grow. Let your mind know everything’s OK so it can relax. It may ease your guilt back to a manageable level where you can release it or let it passively simmer until it evaporates.

Start Erasing the Guilt Gap

Guilt could make you feel locked into place or shamed away from your dreams. Overcome it by recognizing the source of your guilt and the little truth it holds. It takes courage and bravery to fight internalized misogyny, but it’s possible with a daily commitment to making life more enjoyable for yourself.

Mia Barnes is a freelance writer and researcher who specializes in mental wellbeing and workplace wellness. Mia is also the Founder and Editor-in-Chief of Body+Mind magazine, an online women’s health publication.

(The opinions and views of guest contributions are not necessarily those of theglasshammer.com).

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Tiffany Fleming: Vice President, Client Onboarding & Trading Documentation, PGIM Fixed Income

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Tiffany Fleming“As leaders, we have to be willing to hear some difficult things and have better self-awareness, which isn’t always easy,” says Tiffany Fleming. “If we do, we can become better leaders by being open-minded to making changes based on what people are telling us. This has enabled me to take pride in the leader that I’ve become.”

Following in Her Mother’s Footsteps

Prudential runs in Fleming’s family. Growing up, Fleming’s mother worked for Prudential while raising three children as a single mom. Fleming dreamed to follow in her mother’s footsteps but wanted to pave her own way by earning a job based on her own merit.

At a career fair at 16-years old, Fleming omitted her mother’s name from her Prudential application and accepted a position in Human Resources as part of a co-op program where she worked after school. Looking back, Fleming smiles when remembering her mother’s excitement, which turned to frustration, when she found out she would not be receiving the employee referral benefits.

After graduating from college and holding various positions within Human Resources, Fleming accepted a full-time position with the Prudential Mutual Fund Investment Management department (now PGIM Fixed Income), after she became the first person in her family to graduate from college.

From Self-Criticism to Self-Encouragement

“Throughout my 33-year tenure at Prudential, I’ve held different roles that have helped me identify my strengths and areas of improvement,” she says. “We all have areas that we feel comfortable and confident in – where we’re on our A game – as well as those areas where we’re not.”

Stepping into those areas has been tricky. Especially once Fleming was asked to take on a new role, with a new manager, after working for the same one for most of her career. In this role, she was given the opportunity to take on a stretch assignment, working with the COO of Fixed Income, doing management fee work, which she thought was totally outside of her wheelhouse.

She went in feeling worried about failing. Months later, when asked if she thought she did a good job, Fleming responded that the assignment didn’t represent her best work. She was asked who told her this, and it was then she realized that the expectations that she placed on herself weren’t always what others expected.

“Even when he told me I did a really good job, I still didn’t feel like I did. However, I must have done a good job because I ended up getting promoted shortly thereafter,” she reflects. “I’ve learned that sometimes the expectations I have for myself are not the expectations others have for me, and I need to embrace that more.”

Fleming admits that sometimes she still puts too much pressure on herself and used to turn to her mom for reassurance and guidance before losing her to breast cancer when she was just 30-years old.

“My mother played a really big role in my life, giving me positive reassurance and building up my confidence. She always acknowledged when I did a good job and that she was proud of me,” she recalls.

Since her mother’s passing, Fleming has worked on reprograming herself to find that voice of self-confidence from within. “When I do find it, it tells me that I can do anything I put my mind to, which is exactly what I always tell my four daughters.”

From Productivity-Focused to People-Focused

As a leader, Fleming is empathetic and encourages the people around her – but it wasn’t always that way. In her early years of leadership, she was so tough that she found out her team nicknamed her, “the warden.”

“When I first started at PGIM, I was very demanding. I was all about getting the work done by all means necessary, and I didn’t think much about the people aspect,” she says. “I had blinders on. I was tunnel-focused on the results I could generate and how much I could do.” It was not until one of her direct reports gave her feedback that they did not feel seen or appreciated that she took the time to reflect, becoming more aware, which ultimately contributed to a change in her management style.

“This feedback made me realize that I was not the type of leader that I wanted to be. It made me realize that you’re only as good as the people that you work with and for,” she says. “I didn’t put the same focus on people as I placed on getting the work done. I wasn’t very aware of how I made other people – the ones I interacted with daily – feel. It takes teamwork, collaboration and partnership – without those things, you can’t get much done.”

The other catalyst in softening her leadership approach was becoming a mother. She notes that even her Myers Briggs personality test results, before and after motherhood, are like night and day.

“Becoming a mom was a life-changing event that required me to step back and really look at myself. It changed how I viewed work, the world and life in general,” she says. “Today, I ask how I can be a better manager, provide opportunities, coach and develop my team. People first. Work, second. When people feel supported by their managers, it tends to increase how fulfilled they are by the work they’re doing.”

Looking back, Fleming’s biggest regret is that she did not realize sooner how important it is to support people – but now it is her passion. When she moved into a new role in 2020, she didn’t realize how much her team enjoyed working with her. In fact, many members of her team mourned her departure – a testament to her growth as a leader.

Champion of Inclusivity

Fleming never appreciated how much being a Black woman in a senior leadership role inspires others. To her, it was where she was always headed.

“Although My mom would encourage me to do a good job and work hard, she didn’t stress that I had to work harder or differently than others to be recognized, rewarded and valued. She taught me to be a good, caring and kind person to get ahead, so, I didn’t have the awareness that I think others did.” Fleming added, “It was much later that I started to realize the subtleties of being a woman – and being a Black woman – and how, in some cases, I would feel excluded, not considered or given the same opportunities as my peers.”

With Diversity, Equity and Inclusion (DEI) continuing to increase in importance and visibility, Fleming has made it her mission to lead with a “people-first” mindset that is inclusive of all backgrounds when growing talent. “There are so many areas of diversity that I’m continuing to learn about. My children are teaching me things about diversity that I had not been exposed to,” she says. “I’m so motivated by feeling like I am a part of something bigger than myself, and it’s important that others have the opportunity to share that same feeling – the feeling of being part of the team.”

Currently, Fleming is a member of the Culture Council, in which she was a founder and co-head, a sponsor of PGIM Fixed Income’s Black Professional Alliance affinity group and a member of the Black Executive Leadership team at PGIM Fixed Income. In addition, she is proud to serve as an ally to other affinity groups. “I’m an ally of every walk of life. I enjoy meeting new people, learning about different cultures and forming connections about how much we have in common.”

Stretching Her Comfort Zone – Again

In January 2020, Fleming decided to step out of her comfort zone again. She accepted a role in Client Onboarding after having spent more than 25 years in Operations.

“I kept saying, ‘Why would I do this to myself? I have another eight to ten years before I retire. Why would I take on a new role, possibly not do well and risk my reputation that has taken so long to build?’” she says. “My husband said to me, ‘Why wouldn’t you?’”

It was then she realized that this role, although challenging and outside of her wheelhouse, would enable her to learn and grow. “I can’t be someone who preaches to my kids about how you can do anything if you put your mind to it, work hard and take chances, and that the worst that can happen is it doesn’t work out. How could I not take my own advice?” she says.

So, Fleming took the plunge, taking on a new role right before the pandemic hit. More than three years later, she is still judging herself for being out of her comfort zone: feeling like she always has more to learn and is not performing at her true best. Yet, she is getting the same feedback that she is doing great. She has a supportive manager and is encouraged that her team members admire how easy she makes it look to excel in her role while juggling her husband, three younger children (who are highly involved in high school athletics), grandchildren and her 80-pound super doodle, Oreo, who is the love of her life.

“I’ve realized that others look to me as an inspiration, and I have that influence,” she says. “If they see that they too can be successful as a mom, a wife and a grandmother, it makes me feel good. I am learning not to downplay my capabilities or others.”

Not Counting Herself – Or Others – Out

One of Fleming’s daughters taught her a lesson in not underestimating yourself or others. Recently, at a track meet, Fleming assumed her daughter wouldn’t make it to the finals, although she did not share this with her. After all, she was up against a lot of girls who were much older than her and had faster times –they were stiff competition. However, her daughter defied Fleming’s expectations, and not only made it to the finals, but took home bronze and won a school grant. This taught Fleming that all things are possible with hard work and when you believe in yourself.

“I tell my children not to count themselves out, so how could I?” she reflects. “I need to remember how strong that voice that I dig deep inside of me is – that voice that empowers me to accomplish my goals is the same one I am teaching my daughters to use to accomplish theirs.”

By Aimee Hansen

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A Checklist for Women Moving Abroad to Work

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moving abroad to workMoving abroad for work is a fantastic way to expand your professional skill set, access more career opportunities, and enjoy exciting new experiences. And while it can be a daunting and challenging process, it’s one that’s very valuable from a personal development perspective.

The best way to minimise stress before a big move is to be prepared, so be sure to tick off these five steps if you’re planning to pursue a new life overseas.

1. Research visa requirements

Securing a visa is one of the most complicated aspects of moving abroad, so begin your research as soon as possible. If you have a job lined up, your employer may be able to advise you on the most suitable visa to apply for. In some instances, your employer may need to submit evidence to support your application.

Consider your long-term plans and how visa laws could affect them. Some can be extended or transferred into permanent residency visas, while others could prevent you from applying for permanent residency in the future. If you haven’t chosen a destination country yet, researching visas could help you decide where to move. For example, Estonia, Iceland, Luxembourg and Germany are some of the easiest countries to secure a work visa.

2. Examine your finances

It’s important to feel confident you’ll be able to support yourself in a new country, so examine your finances carefully and research financial matters in your chosen destination. Look into average living costs and compare them to your current living costs. Ask yourself what kind of salary you’ll need to live comfortably, and research the job market to determine whether that salary is achievable. This information will also help you to negotiate pay with a prospective employer.

You should also research other matters such as tax rates and pension schemes to get an accurate idea of your monthly take-home pay. If you expect to buy a property abroad, either immediately or in the future, research typical interest rates and criteria for loan approval.

3. Learn about local labour right

Each country has unique labour rights and it’s vital you familiarise yourself with the laws of your destination country. When you’re educated about your labour rights, you can make sure your employer is abiding by them and you won’t be faced with unexpected surprises if certain rights you’re used to aren’t applicable in your new job.

If you’re yet to settle on a destination, learning about labour rights in different parts of the world could help you decide where to move. Some countries have significantly better rights for workers than others, making them more suitable for expats looking for a new start in their career. Belgium and Greece are two of the highest-ranked countries when it comes to labour rights, with Finland following closely behind.

4. Budget for moving expenses

Moving abroad can be incredibly expensive depending on how far you’re travelling and what you’re bringing with you. On top of shipping any belongings, you’ll also have to consider the costs of transferring money, hiring storage space and insurance. When importing household goods and vehicles, don’t forget to factor in customs duty and compulsory quarantine costs.

If your move abroad will be temporary, it could be more cost-effective to put your household goods in storage and rent a furnished home. Those making a permanent move should compare average costs of new furniture and appliances in their destination country with the cost of moving their existing goods. If you’re moving abroad because your employer has transferred you or you’ve been headhunted, you might be able to negotiate a relocation package where your employer covers part or all of your moving costs.

5. Connect with fellow expats in your destination country

One of the best ways to prepare yourself for a move overseas is to chat to people who have gone through the process themselves and are living in your destination country. They can share tips, point you towards local resources or services, and even provide practical support to help you get settled in when you arrive.

You can find expat community groups online and via social media. Your employer may also be able to direct you to local expat groups, or it might host its own group if it regularly hires international applicants.

Look forward to new opportunities

Moving abroad is a complex process, but the five steps outlined above will help you prepare for this exciting new phase of your life.

(Guest Contribution: The opinions and views of guest contributions are not necessarily those of theglasshammer.com).

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Nadiya Kreynin: Chief Executive Officer, Forte DGTL and Chief Operations Office, Forte Group

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Nadiya Kreynin“Some people believe that passion will help you find what you want to do. I don’t really believe in that,” says Nadiya Kreynin. “I believe that you have to know what you want. Knowing what you want and doing something actionable towards it will bring the passion.”

Leading on New Business Development

Moving to the U.S. when she was 20, Kreynin neither anticipated to end up staying in the country nor to end up running multiple businesses in technology. Having completed her undergraduate study in Ukraine, she came to the U.S and by chance started working in the IT industry. By immersing herself in the IT industry and interacting with professionals, she became fascinated with technology and soon found herself at Northwestern University studying for a master’s degree.

For years, Kreynin has run operations for Forte Group, having previously headed up recruitment and talent. Forte Group is a privately owned and globally operated custom software development company with 900 people. Kreynin and her husband are founders and majority shareholders. In the fourth quarter of 2022, they hired an executive team to run and scale it up further. This transition has allowed Kreynin to nurture and grow another new venture that initially rapidly blossomed during the pandemic.

Forte DGTL, formally launched in 2022, is a female-owned and 120-person strong Salesforce Commerce implementations company for global clients and partners. As the CEO, Kreynin is leading the charge, accelerating its growth to new heights. In fact, Forte DGTL was the first to help clients take B2B commerce to live status on the new Salesforce Lightning Platform. Forte DGTL holds the most B2B Salesforce Commerce implementations- ahead of giants such as Accenture.

This year, Kreynin will also be launching a Salesforce based Applicant Tracking product company, providing a shared platform for managers and recruiters.

To say that Kreynin is a force of nature is an understatement.

Finding People Who Make A Difference

Kreynin is always meeting fascinating people. In her twenties, she thought that she could conquer the world. In her thirties, she really began asking, what really makes a difference in creating impact? And when she looked around, she found that in the technology industry, as with most, it was about the people.

“I realized that my goal is to make sure that I’m in touch with the people who make a real difference in this industry,” she says. “Through my life, I’ve encountered people who wanted to achieve something and they stayed steady in that. They were able to change industries and change professions and succeed.”

Kreynin looks for people who are grounded in a strong values system and looking out for others. It’s a touchstone of integrity that one can return to, no matter what is going on. When faced with challenges, such as the war in Ukraine, having core individual and collective resilience and perseverance matters and makes a difference.

“It’s about how many times you stand up and make things happen for the better. It’s not about how many times you’re being pushed or how many times something challenging is happening,” she says. “This world for the past three years has my husband and I asking, ‘what next?’ We went through Covid in the services industry and we actually grew in the process. We are going through the war in Ukraine, and we are helping hundreds of people to find a new profession and support multiple charities.

Kreynin emphasizes, “No matter what comes, resilience, perseverance, and grit are the most important. No matter what is thrown at me, I will deal with this challenge and see what’s next. A lot of people find excuses not to be present and do what’s needed. These three qualities are what made me successful and are ones that I also look for.”

Growing up in Ukraine helped cement these qualities in Kreynin early on in her life. For example, at seventeen years old, she was faced with difficult tasks and had to raise NGO funds. She turned these into learning opportunities and along the way, they reinforced her grit.

“Going through those mission impossible challenges early on helps quite a bit,” says Kreynin. “I often encourage people and tell them ‘don’t find the reason to say no. Find the reason why it’s a yes; why it’s possible.’ At the end of the day, if you want this goal, how do you make it happen throughout all of the challenges you will have? Because challenges are inevitable.”

Know What You Want and Let Passion Follow

Kreynin hated learning English as a child in the Ukraine, but she came to realize that learning it was not about liking to learn English. She needed to learn English to be successful, so knowing what she wanted brought the passion to devote herself. She even wrote prize-winning work for the National Science Academy.

“Some people believe that you have to be passionate about what you do. I don’t believe in that,” says Kreynin. “I believe that you have to know what you want. Knowing what you want and doing something actionable towards it will bring the passion.”

Recently, Kreynin wanted to hire a marketing team but realized she did not have the context against which to gauge candidates’ responses. She took a data analytics and marketing course at the University of Chicago so she could be more enabled to find the right candidate and skills that match her company’s needs. She recommends that expanding the knowledge base and diversifying the ability to work across broad teams are two important traits of leaders. While she may not have planned going to school to help her build her marketing team, she did it because she needs to grow her knowledge base and gain other perspectives.

“It’s a must to keep growing if you’re a leader, or otherwise you will always have blind spots,” she says.

Kreynin also encourages women not to be afraid to start things. We can spend too much time overthinking and over-consulting others. Create the plan and find a way to move a step forward towards what you want and then let that momentum bring the passion with it.

“I don’t have all good days. Sometimes, I have bad ideas where I think that I want to quit all of this,” she admits. “But it’s the desire to achieve something bigger, and knowing it is something that I want and where I can make a big impact on people. Going through the bad days with that thought in mind helps me moving forward.”

Standing Her Ground In Every Room

“I can be one woman in a room of investment bankers. It may even be a half hour before I notice there’s not many other women,” she says. “It’s never been an issue for me to hold myself within the room. I suspect dealing with software engineers for most of my career supports that.”

Kreynin advises that having the perspective that you are going to meet many amazing people in the world is important. Some will be fascinated with you and what you can do. Some will be less interested and underestimate you. What matters most is being okay with yourself as you go through each of those kinds of experiences and learning from them.

“Going through that experience of being the only woman in the room — just walking in and doing it multiple times; having the experience is going to help,” encourages Kreynin. “The fact that you don’t do that or don’t have the opportunity to do that – that you don’t walk in that room and own your place – is what will hinder you.”

In her early days, she recalls holding her tongue in meetings where she didn’t agree with senior leaders. She rationalized that they probably knew better, but several times it turned out that that was not the case. Her perspective would have served the discussion and decision-making well. She recommends not censoring yourself when you have a dissenting opinion. Don’t be afraid to speak up.

“When you question yourself too much, you hold yourself back,” she says. “If you have a thought on how to approach something, you should speak up, because you may end up as the senior person or the person with the most helpful perspective in the room, no matter your age.”

Kreynin notes that being a woman in tech brings its own challenges and benefits: “People tend to make assumptions, and I think those assumptions usually work to my advantage,” she smiles. “Because when they begin to work for me, they are quickly surprised and realize they have to be much better.”

She has found that regardless of her position, some people do tend to underestimate how much she knows, only to be called to attention when the opposite proves true – but that also encourages people to play at the top of their game and to check their own biases.

The Value of Honesty and Directness

Kreynin would consider herself a good judge of character with a sharp ability to read the dynamics of a room. Being in the industry has given her unique insights into the challenges and pitfalls, as well as the qualities that are required to thrive in different roles in technology. In a meeting room, you can expect directness. She manages her teams by providing clear and transparent expectations and support. She feels that it’s critical to surround yourself with people who are open, humble, and can truly support one another through transparent discussions. So when it comes to manager relationships, the ability to be frank, honest, and transparent is important to her.

“If you are not able to talk openly to someone who is your subordinate, and they are not able to tell you what they truly think, because there is fear or intimidation in the manager-employee relationship, then there are a lot of things that you cannot solve at the table,” she says. “That block will create a lot of challenges.”

Selling and Recruiting and Selling Yourself

“I think everyone always sells and everyone always recruits – ensuring our clients are successful each and every day. Those are two jobs in services industries, no matter what your title is,” quips Kreynin. “Our new CEO is selling and recruiting. Our new CFO is selling and recruiting. Everyone in the service industry should be doing that job aside from everything else. Because every time you talk to someone in the industry or not, you’re talking about your company and what you’re doing in the service of the client success.”

When interviewing people for senior positions in her company, she has developed a keen ability to observe how people sell themselves and listen between the lines.

“I like to hear stories from people. So when I hear a story once, I look for consistency. Can they tell the story consistently? I am also listening for holes and areas where I need to dig deeper. I also listen for if they talk badly about employers, as I strongly suspect that if they talk badly about someone else, they will talk the same way about this organization if we were to part ways,” says Kreynin. “I listen for if they talk about themselves from the standpoint of ‘I built it’ or are they talking about being the one to drive a team of people who, together, built it. We know it takes a village to create something better and bigger.”

Making Real Impact in Ukraine

Kreynin is proud to have built different businesses and to be working as a support system for others. She also is highly motivated towards supporting causes in Ukraine, where she has family in Kyiv and the Western Ukraine regions.

One such cause is Friends of Ukraine, a charity that funds the training of Ukrainian men and women to undertake vital de-mining work within Ukraine while also giving them paid work so they can live through the uphill battle that the nation currently faces. Another cause has been helping people in and displaced from Ukraine to reskill in Information Technology so they can earn remote income and continue building their lives. Through the Forte Group educational platform, Kreynin decided they could teach ‘quality assurance’ as a viable skillset. Within two days, they received 2,000 applicants to the program. The company even hired some of the trainees.

“If you’re helping people to change professions or gain new marketable skills, you can make a long-term impact.”

Kreynin and her husband also support LeoDoc Foundation for Doctors Online in Ukraine. Before the war started, they invested in an online telehealth platform (Doctors Online) for people in Eastern Europe. Since the war began, they have supported a fund that helps this platform providing free medical consultations to the Ukrainian people who otherwise have no access to medical help. Talking about impact, Kreynin and her family are certainly making a difference.

Kreynin cherishes spending time with her two children, aged six and ten. Additionally, she finds solace and peace in nurturing living things and has established a serene morning ritual of tending to her garden while savoring a cup of coffee.

By Aimee Hansen

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