The theme for International Women’s Day 2021 is #ChooseToChallenge. We can choose to challenge and call out gender stereotypes and bias, and to seek out and celebrate women’s achievements. Collectively, we can create an inclusive world. From challenge comes change.

We sat down with Yota Baron, Ford Direct Markets Chief Financial Officer, who, having risen through the ranks over three-decades at Ford, currently calls the United Arab Emirates ‘home’. With stints in her homeland South Africa, Thailand, and China, too, she’s no stranger to diversity. But how has she adapted to new ways of working; and what does International Women’s Day mean to her?

“The past year has probably been markedly different to any that’s gone before; Covid-19 has undoubtedly changed the way we must work. Staying connected to the Ford team, and taking care of our people is always the number one priority. Daily check-in start-up meetings have proved to be a welcome wellbeing lifeline, and something we will certainly continue post-Covid.”

Who’s the most inspiring woman you know?
“As a woman in a prominent position, I’m often asked about the woman who has inspired me most, and I always answer it the same: my mother. She was the first strong female influence on my life. With her being a working mom – which in those days was rather unusual – proved to me that a woman could be a good mother and have a good career. Those two weren’t mutually exclusive. Add to that her exceptional work ethic, I was set an extraordinary example to follow.”

What does International Women’s Day mean to you?
“For me, International Women’s Day is an opportunity to focus on the women who have come before and blazed a trail, and allows us to honour those who have inspired us. But it’s also a chance to inspire young up-and-coming female firebrands to be the best they can be. It is a day to acknowledge women’s issues, and create wider understanding, such as equal education and work opportunities; violence against women and girls; teen pregnancy; and bias in the workplace and beyond.”

What does this year’s theme #ChooseToChallenge mean to you?
“I believe the theme is a call to action. We can all challenge ourselves, and those around us, to recognise and call out our own bias, and to become allies in the fight to grow equal opportunities for women and minorities. We all have a voice, and we need to have the courage to use it and influence change.”

How do you #ChooseToChallenge?
“While I believe I was aware of my biases, this past year has helped me realise that my awareness requires action; that I needed to become an ally to those decried. I needed to adopt an even more inclusive outlook, so that when in meeting situations, for example, that there is an opportunity for everybody to be heard. Being in a position of leadership, I have the ability and onus to make that happen. Of course, this isn’t exclusive to women, but also those shy of confidence, or culturally dispositioned to passiveness, who otherwise might add value to the table. My role should allow me to bring them into the conversation, and support their contribution. ”
 
How Does Ford support women who #ChooseToChallenge?
“Ford has over the years continually evolved, creating an environment that encourages diversity and inclusion. As leaders, we are encouraged to lead the charge and support the next generation of barrier breakers and trailblazers. There is no glass ceiling for women at Ford, rather a network of allies and opportunities to excel.”

What inspires you?
“I am inspired every day by the people I work with. They are diverse, smart, and my motivation to be the best leader I can for them. For the upcoming young girls following their dreams, I urge them to believe in themselves. You can do anything you set your mind to. Back up your drive by educating yourself, ask for help from those who inspire you – in your community or school – and look at the big picture. Sometimes it may take longer than you’d hoped, but you will succeed if you persevere.”

To download the Word document of this press release in English, click here