#IWD2024 celebrating venYou’s female-led companies: Aedín O’Neill, GrowWeb

As part of our International Women’s Day 2024 celebrations, we spoke to Aedín O’Neill from award-winning digital advertising agency, GrowWeb about her career path to Managing Director and how she is #InspiringInclusion!

1.     Can you give us a bit of background on your journey to becoming a MD?

 After spending a decade in traditional marketing roles with various companies, I discovered my passion for the world of digital marketing when I transitioned into agency life. The results-focused and fast-paced environment excited me immensely and I knew very quickly that this was the career path for me. 

 Six years later, when I had my first child, I realised the challenges of balancing a demanding career in an agency setting with family life, especially before the era of remote working and flexibility brought about by the Covid-19 pandemic. Determined to create a better work-life balance, I took a leap of faith and founded GrowWeb in 2019.

 GrowWeb is a specialist digital advertising agency with a team of five.  We recently achieved recognition and accolades in the form of multiple awards (UK Search Awards and UK Paid Media Awards in 2022 and 2023).  Our portfolio features clients such as Aer Lingus, DFI Beds, Weev and Belfast City Airport.

2.     The theme of IWD 2024 is ‘Inspire Inclusion’. What does inclusion in the workplace look like to you?

 Inclusion in GrowWeb guarantees all employees the same opportunities as their peers and the ability to progress.  Providing equal opportunities for all employees to grow and learn together and promoting open and timely communication helps the team feel valued and included always.

 We strive to create a culture of care – leading people and not the agency.

3.     Can you share a personal experience where you felt the impact of inclusion, or lack thereof, on your journey as a woman in your field?

 Two years after I founded GrowWeb, I welcomed my baby girl into the world. Despite my dedication to ensuring top-notch service for our clients, I overlooked at the time sharing the news with clients that I was expecting a baby. 

 Looking back, I realise now that I should have shared this important milestone and good news story in my life. When I shared the news with them after Clóighí was born, I was overwhelmed by their support, kindness, and loyalty. It was a valuable lesson in the rapport-maintaining power of open communication and trust.

4.     As MD, how do you ensure that employees at all levels feel a sense of belonging and are empowered to contribute their best work? Can you share specific initiatives or programmes your company has implemented to foster an inclusive work environment?

 Last year I participated in an eight-week Mindful Leader Programme delivered by Cathy Davey from Ambest.  In a demanding and ever-changing work environment where wearing multiple hats is the norm, I recognised the importance of honing my skills to effectively support my team while leading with genuine authenticity.  The course has been instrumental in my personal and professional growth.

 Dr Séamas O Donnghaile and Mr Alasdair McKee from Carta Education and Leadership Consultancy dedicated a day to working with us to create our Charter of Expectations for our company.  Together, we devised a comprehensive list of desirable behaviours, attitudes and values that guide us in working together safely, comfortably, collegially, harmoniously, and contentedly towards a shared goal.  This invaluable charter serves as the blueprint for a positive and supportive workplace environment where all employees feel secure, appreciated, and respected.  It set the stage for a healthy and thriving work culture.

 In November 2023, we participated in a workshop led by Marcus Child, renowned speaker and leadership expert, on creating and sustaining a high-performing culture. It is vital that GrowWeb staff see the company as a warm workplace for all and a collective success because of all.

 We have registered in the exciting Belfast Firewalk event this coming May.  This event will feature motivational sessions followed by a walk across hot coals!

5.     In your experience, how has fostering a diverse and inclusive workplace positively influenced employee morale and productivity?

 Ensuring employees feel included and valued regardless of their background creates a sense of belonging.  Attending events together, team days, mentorship and training have all led to great morale, high work attendance and a happy work environment.

6.     Have you encountered any challenges in promoting inclusion within your business, and what have you done to address them?

No, we haven’t had to face those yet.

7.     What role does mentorship play in promoting diversity and inclusion within your organisation?

 Mentorship plays a crucial role in GrowWeb to ensure we provide support, guidance and opportunities to all employees. It provides employees with a platform to navigate challenges, address worries and more importantly, to feel that they have a voice in the company. I want people to feel that they can own the trajectory of travel of what is, in essence, a small company with a big heart. For me, mentorship is about care and helpful suggestions – it’s also a two-way process and for that I am grateful.

8.     How can businesses foster a more inclusive environment that empowers and uplifts women to achieve their full potential?

 As MD, it is my responsibility to build a company which is blind to gender but I am also committed to ensuring that women’s role is celebrated and nurtured. Proactive rather than reactive MDs are needed in business to ensure that opportunities for growth and recognition are identified and seized. No organisation can develop if the people therein are not developing. Women in positions of leadership must exude a confidence that helps other women have the confidence to be confident. At a practical level, flexible work arrangements and policies that support work-life balance for women are crucial. Being attentive to gender equality issues is essential.

 Most importantly of all, businesswomen must seek out leadership opportunities to provide the examples to inspire other females in society. We must take control of the narrative for the sake of all women in our society, and we must ensure that gender inequality and exclusion are confined to history’s dustbin. If we don’t provide the leadership, we will have no followership – and if we don’t have a followership, then we are just out for a walk instead of leading.

9.     Do you have any advice for women who may be beginning or looking to take the next step in their career?

 My advice for women who are beginning or looking to advance in their careers is to believe in yourselves and follow your dreams. Also, take risks, seek out new opportunities and continue to learn and develop.  

10.  Who is your greatest female role model and why?

 Jacinda Ardern, previous Prime Minister of New Zealand – admiration for her role as youngest female head of state and less than a year into her role she had her first baby.  Not shying away from it – baby on knee during meetings and her strong leadership during the pandemic led to 25 New Zealanders dying from the Covid-19 virus – a very small number compared to other countries’ numbers.