Board positions often sound intimidating. Strategic responsibility. Governance. Senior voices around the table. And for many women, a quiet question underneath it all:
Am I really ready for this?
When we spoke to women in the WiiN community who are already serving on boards, a different picture emerged: one that’s honest, grounded, demanding, and deeply rewarding.
Their experiences show that board roles aren’t about perfection or prestige. They’re about impact, learning, visibility, and shaping the future of an industry.
Before the Board: Doubt Is Normal, Action Is the Difference
Almost every woman we spoke to admitted that hesitation was part of the journey.
Rocío Liébana Vinuesa (WiiN Co-Founder, Board Member at IMA Europe) shared that stepping into a board role didn’t come from feeling “ready,” but from being consistently involved:
“I didn’t join the board because I felt fully prepared. I joined because I cared deeply about the industry and wanted to contribute beyond my day-to-day role, and I learned along the way.”
Others echoed this sentiment. Adeshola Jaiyeola (IMA MEAPAC Board Director, WiiN Ambassador) described how visibility and participation opened doors:
“I didn’t wait to be invited. I raised my hand, volunteered, joined working groups, and that’s how the opportunity evolved.”
The pattern was clear: women who end up on boards rarely wait for confidence to arrive first. They move forward despite the doubt.
Amanda Et Tibary’s journey (IMA Board Member) also reflects the role of community in taking that step. As she shared:
“It was with the inspiration, encouragement and support of WiiN that I felt confident enough to apply in the first place.”
What Boards Actually Look For
Boards are not just looking for the loudest voice or the longest CV.
According to Debbie Ghillino (President of IMA MEAPAC, WiiN Co-Founder), what matters most is how you show up:
“Boards need people who can listen, ask the right questions, and work toward consensus, not just push their own agenda.”
Across the responses, boards value:
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Strategic thinking and curiosity
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Industry insight paired with openness to learn
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Collaboration and long-term vision
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Diverse perspectives and lived experience
Vera Barovska (Board Member at IMA Europe) highlighted that representation itself carries weight:
“Diversity on boards isn’t symbolic. It directly influences the quality of decisions being made.”
What Being on a Board Really Feels Like
Board work is meaningful, but it’s not always glamorous.
Several women described the reality honestly: preparation, reading, discussion, compromise, and patience. Decisions take time. Progress is collective.
And yet, many also described it as energising.
Rocío reflected:
“Being on the board has expanded my perspective enormously. You learn how decisions are made at an industry level, and how much influence collaboration really has.”
Marina Hodges (experience on Retail Gift Card Association – Chair) highlighted the reality behind the title:
“Board roles require preparation, consistency, and patience, but they also give you a front-row seat to how decisions are shaped. You don’t just represent yourself; you represent a broader perspective that might otherwise be missing.”
For many, the value lies not only in strategy, but in personal growth: sitting at a table with senior leaders from different backgrounds, companies, and regions, and being treated as a peer.
The Career Impact: Beyond a Line on Your CV
Every woman agreed on one thing: board roles change how you see yourself and how others see you.
Board experience brings:
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Greater visibility across the industry
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Increased credibility beyond your organisation
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Stronger leadership and decision-making skills
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Access to conversations you wouldn’t otherwise be part of
As Adeshola shared:
“Board roles accelerated my confidence. You realise your perspective matters, not just in your company, but in shaping the wider ecosystem.”
For women especially, board representation sends a powerful signal: we belong here.
Advice from Women Who’ve Done It
When asked what they’d say to women considering a board role, the answers were strikingly consistent:
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Don’t wait until you feel 100% ready
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Be clear on why you want the role and what you bring
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Let people know you’re interested — visibility matters
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Remember that everyone on a board is busy; that’s not a reason to exclude yourself
As Debbie put it:
“If you’re already contributing to the industry, you’re probably more ready than you think.”
Call to Action: IMA Europe Board Applications Opening
If you’ve ever considered a board role as part of your professional growth, this is a concrete opportunity to step forward.
IMA Europe is currently accepting applications for its 2026 Board elections, with several positions open for a three-year term:
Open Positions
Regional Board Representatives
(Open to member companies within the region)
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DACH Region – 1 position
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UK & Ireland – 1 position
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Eastern Europe – 1 position
At-Large Board Representatives
(Open to all IMA Europe member companies)
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2 positions
Key Dates
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Applications open: 14 January 2026
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Application deadline: 4 February 2026
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Voting period: 18 February – 4 March 2026
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Board announced: 11 March 2026
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Formal induction: 1 April 2026
How to Apply
Submit:
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A short bio (max. 400 words, Word format, no creative design)
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A high-resolution headshot
Send applications to phil@imaeurope.com by 4 February 2026.
If you’re ready to broaden your impact, build governance experience, and contribute at an industry level, this is a powerful next step. We strongly encourage WiiN members to consider applying!