IWD Voices: Sima Saadat – ‘Every Individual Deserves the Right to Pursue Their Desire’

International Women’s Day has passed, but one day isn’t nearly enough to honor the impact women have on the industry and beyond.

We’re continuing the conversation by highlighting industry leaders whose insights, experiences, and leadership help shape the world around them.

Next, we talk with Sima Saadat, Country Manager & Director of International Marketing, General Assembly Singapore.

When asked what drew her to the industry, Sima told us that it began at a young age. “I was especially drawn to the psychology behind marketing—how brands could make customers feel a certain way and influence their decisions through emotions.”

The theme for International Women’s Day 2025 is “For ALL Women and Girls: Rights. Equality. Empowerment.” What does that mean to you professionally and personally?

I love this theme because it highlights the importance of seeing people from different backgrounds with different personalities, and across different needs and desires.

It recognises that everyone deserves to be seen and heard without lumping women and girls into one or two categories. Every individual deserves the right to pursue their desire, be treated as an equal and feel empowered to be the best they can be.

Every individual deserves the right to pursue their desire, be treated as an equal and feel empowered to be the best they can be.

What first drew you to the industry? Was there a defining moment or experience that shaped your path?

I’ve always been interested in marketing from a young age. I would look up “most iconic ads” back before YouTube was even that popular. I was especially drawn to the psychology behind marketing – how brands could make customers feel a certain way and influence their decisions through emotions. Through my internships and first few jobs, I started to see how much I enjoyed marketing – but later found the industry I was in would make a big difference in my career.

When I joined the education technology (edtech) industry, I knew I had found my sweet spot. With education being something I cared deeply about, and technological advances rapidly changing the way we live, play and work, I felt that I was using my marketing skills to actually change people’s lives for the better. I wasn’t pushing a product on someone, but instead showing them opportunities and opening doors.

Is there a person or persons who inspired you professionally on your career journey?

I’ve been lucky to have been surrounded by people I look up to in every position I have had. I’ve never really looked up to “celebrity-status” people because it’s hard to know their true selves versus the versions portrayed by the media.

Working in marketing myself, I understand the power of good branding. But the leaders I have worked with – both women and men – who have brought their authentic selves to work day in and day out are the people I constantly aspire to be.

I am inspired not by those who have it all figured out but by those who are ready to problem-solve together.

In my first job, I had a manager who was very open that she had to leave early on Thursdays for her appointment with her therapist. Just a few years ago, I worked with a leader who exuded confidence on a panel, only to step off stage and share with me how she was thrown off by a specific question.

It’s this authenticity and vulnerability that has inspired me. I am inspired not by those who have it all figured out but by those who are ready to problem-solve together. This is the type of leader and marketer I hope to be for others.

What’s a key lesson you’ve learned in your career that has shaped how you work today?

It’s OK to not have it all figured out, and it is OK to be open about it. I know many have been successful with the “fake it until you make it” mentality, but that hasn’t really worked for me.

In today’s society, it is important for me to always be learning and growing – not just within the tech space, but also as a leader, a mother, a wife, and a friend.

My Chief Marketing Officer recently shared that she often says that she’s in a “growth mode”, and I realised that having this mindset works better for me too – being open and showcasing that I am interested in learning from other people.

In today’s society, it is important for me to always be learning and growing – not just within the tech space, but also as a leader, a mother, a wife, and a friend. It can be exhausting, but in every aspect of my life, I try to see how I can grow and learn.

How has mentorship played a role in your career – both as someone receiving guidance and as a mentor to others? What have been your most meaningful takeaways from these relationships?

Mentorship has been huge for me – from when I entered the workforce and even up to now. The most meaningful mentors I have had are always within the organisation that I work for, as they understand the work dynamics and can easily see where I can improve. It’s just a matter of asking for their opinion and advice.

Mentorship has been huge for me – from when I entered the workforce and even up to now.

This is something I continue to share with others who look to me as a mentor.

My most meaningful takeaways include:

• These relationships last for life. Even if I am not working with my mentors or talking to them regularly, they are always so helpful when I reach out.
• Try to have a “personal board of directors” versus focusing on just one mentor. Differing points of view are helpful, or if you get the same advice from multiple people, you know that is something to focus on working on.
• Don’t feel like you are a burden. I say this as someone who likes to mentor others. Most people enjoy supporting others in their journey, so don’t be afraid to ask.

How can organizations effectively champion diversity, equity, and inclusion (DEI), especially in the face of current challenges? What specific strategies have you found effective?

Current challenges are going to make it hard to tackle this head-on, but it is our duty as leaders to continue to champion this. We will rely more on leaders and employees to keep an open mind, celebrate differences, and encourage authenticity.

Differing points of view are helpful, or if you get the same advice from multiple people, you know that is something to focus on working on.

Constantly carving a safe space and equitable environment for people of all backgrounds to thrive, and promoting alternative hiring and career pathways, can help create a rising tide that lifts all boats.

Is there a project or initiative you’ve worked on that you’re particularly proud of? What made it meaningful to you?

One thing I value most is providing opportunities to individuals who might not have had access otherwise, as it truly portrays inclusivity and empowerment. General Assembly has in place the “Break the Glass” Tuition Discount, which helps launch lower-income women and LGBTQIA+ individuals into the tech industry.

In our own way, we help level the playing field for women, and those from disadvantaged and underrepresented backgrounds, to break into tech.

This initiative means a lot to me as we also work with women’s groups and organisations around Singapore, such as The Codette Project, in a bid to make tech education and careers even more accessible. Globally, General Assembly is collaborating on a project with Adobe to offer the Creative Skills Academy for free, bringing tech and AI education to those who may typically not have access to it. So far, we’ve launched this in the United States, the United Kingdom, and recently in India.

Quick Hits:

A trend you are excited about:

I am so excited for industry developments in this new age of AI, and to see how we all learn to get more strategic with Generative AI. It’s a really cool time to be alive.

Favorite creative campaign that has most inspired you:

There are so many great ones that I can’t pick just one. But I was so inspired by Nike’s Superbowl ad this year, seeing the strength of so many women featured prominently during a male-dominated event.

One of my favourites from years ago is REI’s #OptOutside campaign — it was really inspiring to see a company take a different approach to the Black Friday consumer push.

A quote that guides you:

“You are allowed to be both a masterpiece and a work in progress, simultaneously.” – Sophia Bush

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