Page 19 - Admaius Responsible Investment report 2024

Our Commitments Our Strategy Our Portfolio
Interviews with leading women – Parkville CMO
“Our experiences as
women give us valuable
insights into the needs
and preferences of
female consumers, who
make up a significant
portion of our market."
19 │ Admaius Capital Partners ESG & Impact Report 2024
www.admaius.com
Shaiima Ismail is chief marketing officer and a What unique or different qualities or skills do you
member of the board at Parkville an Admaius portfolio believe women bring to leadership roles vs. men?
company in the cosmeceuticals sector in Egypt.
Women bring a unique blend of empathy, multitasking
How have you adapted the marketing strategy of abilities, and collaborative leadership styles to their
Parkville to cater to a female audience? roles. We tend to excel at balancing multiple priorities,
which is crucial in today's fast-paced business
We continue to adapt our strategy to resonate deeply environment. Additionally, our experiences as women
with our predominantly female audience. We recognize give us valuable insights into the needs and preferences
beauty and cosmetics traditionally speak to women, of female consumers, who make up a significant portion
but we believe the concept of healthy hair and skin of our market.
should be inclusive, encouraging both women and men
to prioritize their health and wellness. Our approach What role has mentorship or sponsorship played in
emphasizes beauty from the inside out, aligning with your career?
current trends focused on this. Parkville offers a
comprehensive range of products, including our Mentorship and sponsorship have been crucial to my
DERMA, Pharma, and Nutraceuticals lines, as well as career development. I've been fortunate to have both
our KIDS brand, which provides a rich selection of male and female mentors who have provided guidance
haircare products, supplements, and multivitamins. and opened doors for me. Now, I'm passionate about
While haircare and skincare remain categories that paying it forward by mentoring other women in the
primarily speak to women, our goal is to appeal to industry. I focus on providing support, sharing
everyone. We leverage digital marketing to customize experiences, and helping them navigate work-life
our messages, ensuring we speak effectively to women balance challenges that are often unique to women in
across all ages. Additionally, we recognize the leadership roles.
importance of discretion in certain product categories,
which is why e-commerce plays a role in our distribution If there's one change you could make to improve
strategy, especially in certain regions. gender equity across your sector, what would it be?
What inspired you to pursue a career in beauty and If I could make one change to improve gender equity, it
would be to implement more flexible work policies that
pharmaceuticals and what has kept you motivated?
support work-life balance. This would benefit all
I was drawn to the cosmetics and pharmaceutical sector employees but particularly women who often shoulder
a disproportionate share of family responsibilities. By
because of its potential to positively impact people's
lives through health and wellness products. What keeps creating a more accommodating work environment, we
me motivated is the constant innovation in the industry can retain and advance more talented women in
and the opportunity to empower women through our leadership positions, ultimately leading to more diverse
products and marketing strategies. and effective teams.