THE CHANGE OF PARADIGM
Recognition in the Ranking of the Best Team Leaders 2017. She never imagined playing the role she plays today: creating and leading a communication team. Isabel Martins, General Director of Essência Completa – Marketing, Communication and Media was recognized for her leadership and team management skills in the Best Team Leader 2017 Ranking. A study promoted by Tema Central, in partnership with Qmetrics and with the support institutional framework of the Portuguese Association of People Management and the National Observatory of Human Resources.
“It was not in my plans to stablish a communications company. I dreamed of being a journalist, but after practicing the profession I was disappointed and when I decided to change my area, an invitation came that changed my professional career” says Isabel Martins. Emphasizing, “it is a privilege to represent in a prestigious ranking a sector that is still forgotten by many entrepreneurs”.
THE CHALLENGE TO DEMONSTRATE THAT COMMUNICATION MUST BE DEVELOPED BY PROFESSIONALS
The “contempt” that still exists for communication professionals is one of the biggest challenges in the area it represents. “This is an unrecognized discipline. There is still the perception that it can be developed by amateurs” she reveals, concluding “when we can demonstrate to clients that Communication has to be developed by professionals, it is proof that our work has been successful”.
For the General Director of Essência Completa, “leadership is that which is natural, that is not imposed is felt”. And for this reason, she sees this distinction as “the recognition and affection of my team, which is my essence and the differentiating factor of the company”.
Adding, “we must simply act with employees in the same way that we would like them to act with us. We must be the first to set an example. We are the first in the line when there are difficulties and the first to flag success”. For this leader, “setting an example, motivating and always working in a team so that everyone feels how important they are in the structure, is fundamental for the success of any organization. It is essential to show that they are essential and that the absence of someone calls into question an entire team.” But she reinforces that “the team concept needs to be worked on first”.
“LEADERSHIP IS THE ONE THAT IS NATURAL, THAT IS NOT IMPOSED BUT ITS FELT” – AFFIRMS THE DIRECTOR-GENERAL OF ESSENCIA COMPLETA
Isabel Martins’ career and path speak for themselves. She has a degree in International Journalism, from Escola Superior de Jornalismo and also has the Pedagogical Training of Trainers, integrated in the Program of Business Training for Managers, from AEP – Associação Empresarial do Porto. She started her professional career as a writer at «O Comércio do Porto», a local newspaper, later joining the staff of the company MEDIANA, where she assumed the presidency of the Board of Directors and the Directorate-General years later.
In 1997 she took on the role of deputy to the Mayor of Santo Tirso. She was, and still is, a professor at the Escola Superior de Jornalismo, where she teaches the subject of Theories and Techniques of Public Relations. Between 2000 and 2009 she founded and managed the company Longo Alcance. In 2009 she founded the company Essência Completa and assumed the general direction and management of it. In 2016 she is a member of the Board of the Portuguese Association of Communication Professionals, of which she is one of the founding members.
Recognition in the Ranking of the Best Team Leaders 2017.