Sita Proud, Fractional Chief Sales Officer at Volo

With over three decades of experience in sales leadership, Sita Proud knows what it takes to lead with impact. From building high-performing teams to navigating uncertainty with resilience, she’s mastered the art of balancing authority with inclusivity.

How do you define effective leadership, and how has your definition evolved over time?

Effective leadership is about more than just guiding a team towards common goals; it’s about inspiring them, fostering trust, and creating an environment where collaboration and continuous improvement thrive. My understanding of what it means to be an effective leader has evolved significantly over the years.

Early in my career, I saw leadership as the ability to drive results and meet targets. However, after 30 years of working with various organisations, both internationally and here in ANZ, I’ve learned that authentic leadership goes far beyond just hitting numbers.

For me, building and inspiring a high-performing team starts with clear communication. I ensure that everyone understands their role and how it fits into our overall strategic goals. Empowering my team is also crucial; I give them the freedom to innovate and make decisions. Recognizing and celebrating achievements, whether big or small, is something I hold dear. Lastly, I am committed to continuous learning and development, making sure my team has the tools and opportunities to grow.

At the end of the day, we are all people, and it’s important to remember where we started our journey.

How do you balance maintaining authority while fostering collaboration and inclusivity?

Balancing authority with collaboration and inclusivity requires a nuanced approach. I maintain authority by setting clear expectations, making decisive decisions when necessary, and holding team members accountable. Simultaneously, I foster collaboration by encouraging open dialogue, valuing diverse perspectives, and creating an environment where everyone feels comfortable and safe sharing ideas.

Inclusivity is achieved by actively listening to all voices and ensuring that decision-making processes are transparent and participatory. This balance helps build a respectful and dynamic team culture. Having experienced being overlooked as a female in male-dominated settings, I am particularly vigilant against such exclusionary behaviours. In any leadership role, I do not tolerate such conduct. Inclusivity means embracing diverse thinking, which leads to better outcomes through varied views and perspectives.

How do you maintain resilience and focus during periods of uncertainty or failure?

Gosh, I think we have all been through some major times of uncertainty recently….. I guess I would look to use a mix of mindset and practices. 

I am a pretty positive person, extremely resilient and I absolutely love and thrive on change. Therefore, I can view challenges as opportunities for growth. Additionally, I have created a support network of colleagues, mentors, and friends to provide perspective and encouragement. Staying grounded and forward-looking helps me navigate uncertainty more effectively. I also write things down, notes to myself to remind me of what I have achieved, what I am capable of and what I have in my life; this keeps me grounded and reminds me to appreciate everything, how precious time is and what not to bother worrying about. I do this regularly to keep my confidence up. I do this by writing at my special place, looking out to Rangitoto, my favourite place in the world, for peace, calm and tranquility.

What are your go-to strategies for managing stress and avoiding burnout?

This is an interesting one. I’ve experienced burnout in the past, although I may not have recognised it at the time, and only identified this had happened to me a lot later! 

I think about what I can control. Some key strategies I use include being organised by prioritising tasks, setting realistic deadlines, and being okay with saying no to people. 

It’s important to protect my time by investing it in the right places. Maintaining a healthy work-life balance is also crucial. 

One positive aspect of COVID is the flexibility to work from home 1-2 days a week, which allows for exercise, mindfulness, less stress from rushing around school pick-ups, sports, playdates, or simply avoiding traffic!

How has your perspective on resilience changed as your career has progressed?

Working in technology sales for over 30 years has taught me a lot about resilience in business. My experience in this male-dominated industry had a profound effect on me. One of my roles was particularly challenging—it shaped me but also tested me to my limits. Therefore, when I moved to New Zealand 17 years ago, I had a clear understanding of who I am, what I wanted, and what I wouldn’t tolerate in business and life.

As my career has progressed, my perspective on resilience has evolved significantly. Early on, I saw resilience as the ability to withstand pressure and bounce back from setbacks. It was about enduring challenges and maintaining a strong front. However, my experiences have taught me that resilience is much more than just enduring.

Now, I see resilience as a dynamic quality that involves adaptability, continuous learning, and proactive problem-solving. It’s about embracing challenges as opportunities for growth and improvement. Instead of merely surviving difficult situations, I strive to thrive in them by finding innovative solutions and learning from each experience.

An example of this is during a major restructuring, I faced significant uncertainty and anxiety within my team. Many were worried about their roles and the future of the company. I took this challenge as an opportunity to demonstrate resilience by being transparent and communicative. I held regular meetings to keep everyone informed, addressed their concerns, and provided support to help them adapt to new roles. This experience taught me even more the importance of empathy and clear communication in building resilience within a team and helped me navigate my career with a focus on fostering inclusive environments and supporting others facing similar challenges.

How do you stay motivated and continually strive for improvement in your career?

Growing up, I often faced limitations imposed by societal expectations regarding my gender and cultural background. Rather than letting these constraints define me, I embraced them as challenges. This mindset fueled my determination and drive to succeed. Every obstacle became a stepping stone, and every doubt became a source of motivation. This relentless pursuit of my goals continues to inspire me to push boundaries and achieve more.

Being in a smaller country like New Zealand, it’s crucial to stay informed about global trends and developments. I set challenging yet achievable goals and celebrate milestones along the way. Surrounding myself with inspiring and supportive colleagues, family, and good friends also keeps me driven. I regularly seek out new opportunities to expand my skills and take on projects that push me out of my comfort zone. I thrive on the feeling of being uncomfortable and scared, as it fuels my energy to achieve. This continuous pursuit of growth and excellence keeps me engaged and motivated. This is something I would love to share with others. 

What advice would you give your younger self when you were just starting out?

Funnily enough I have written myself a few letters, one when I turned 30, 40 and I am writing another one for when I turn 50 next year. 

This is what my advice would be to my younger, naive self:

“Dear younger me,

I know things are tough right now, and it feels like the weight of the world is on your shoulders. But I want you to know that your hard work, resilience, and determination will pay off. Keep believing in yourself, even when others doubt you. Embrace every challenge as an opportunity to grow and learn.

Remember, it’s okay to ask for help and lean on those who support you. Your mentor will play a crucial role in your journey, so cherish their guidance and wisdom. Stay true to your values, and never lose sight of your dreams.

One day, you’ll look back and see how far you’ve come. You’ll be a successful woman, a loving mother to three wonder boys, and a mentor to others who need a helping hand. Your story will inspire many, and you’ll make a difference in the lives of those around you.

Keep going, stay strong, and never give up. 

The best is yet to come.”