Championing the Rise of Women in Creative Leadership

Sandra Amachree is a visionary marketing leader and award-winning strategist with over 16 years of experience spanning Africa and Europe. She has led transformational work across Marketing, EBusiness, Sales, and HR, driven by her passion for impactful results and brand transformation. She has a BSC in Computer Science and Master of Business Administration from Pan-Atlantic University (PAU) Lagos Business School. She recently got selected to serve on the Cannes Lions 2025 Jury, an international festival of creativity. This role validates the jobs of African creatives, especially women in non-linear careers. In this interview, she speaks about her passion and disciplines that has led to this point, as well as the importance of mentorship for women in pursuing their career.

Tell us how your path into the creative industry unfolded?

I started in Human Resources, but looking back, every role and every department I sat in gave me something; problem-solving and people skills, ability to listen deeply. I didn’t jump into advertising or storytelling as a calling. It was more like following what felt meaningful, useful, and where I could grow. My first real pivot came when I started working with a team focused on brand strategy. I loved how it merged logic with emotion, research with creativity. That was my inroad.

How have you navigated your career progression, especially as a woman?

It’s been a mix of grit and grace, and moments where I had to bet on myself. I have navigated my career by staying committed to lifelong learning and embracing adaptability. My cross-functional background gives me a broad perspective on business, allowing me to lead transformative agendas with both strategic clarity and empathy. Just as important, I have stayed grounded in my values, making space for others as I have grown. I have actively sought mentorship, welcomed honest feedback (even when it was tough), and made it a priority to advocate for other women along the way.

How did it feel when you first heard the news about Cannes Lions?

Honestly, surreal. There was a brief moment where I paused, not out of disbelief, but out of deep reflection. You think about all the small choices that led here, the quiet ‘yeses’, the late nights, the pivots that didn’t make sense at the time. This wasn’t something I applied for in a typical way. It came as a result of consistent work and people observing even when I didn’t know they were. That’s humbling. It’s still sinking in, to be honest. What’s remarkable isn’t the destination, it’s the dots along the way. I’ve always believed that excellence is a rhythm, not a moment. I didn’t get here through one big break. It was years of showing up. Of asking questions. Of being okay with not knowing everything, but never being okay with not learning.

With your work now reaching a global audience, what defines your creative philosophy today?

Listen first. That’s always been my anchor. Whether it’s a campaign brief or a team conversation, great work starts with understanding the people, the purpose, the problem. We often chase originality, but I think resonance is more powerful. And resonance comes from empathy—from paying attention. Also, I believe in curiosity without ego. I don’t walk into rooms trying to prove anything. I walk in trying to learn, contribute, and move the needle even if just a little.

What would you say to young African creatives trying to find their voice?

Your voice will evolve, and that’s okay. Mine did. I’m still discovering it. But one thing I’d say is don’t rush the process. There’s beauty in not having it all figured out. Let your values guide your decisions, not trends or pressure. Also, be kind to yourself while holding yourself accountable. You can be a work-in-progress and still do excellent work. Those two things are not mutually exclusive.

How did your experiences shape your path?

Every single pivot mattered. I don’t see them as detours anymore but as recalibrations. HR taught me empathy, brand strategy taught me clarity, production taught me precision, and even my early years working behind the scenes taught me patience and presence. Each role was a lens. Together, they gave me a fuller picture of how to lead, create, and guide others.

What is your advice to young female marketing professionals?

Trust your voice even when it feels uncomfortable and don’t wait until you feel “ready” to use it. Early in my career, I often second-guessed myself, wondering if I was too emotional or not technical enough. The truth is, your perspective is your power, and Marketing needs more diverse voices, not fewer. Also, find your tribe. Some of my biggest growth moments came from casual chats with other professionals at different stages of their journeys, sharing advice, cheering each other on, or just being honest about how hard it can be. Don’t underestimate how much strength you will find in those connections.

Let’s talk about impact. You’ve worked on some great campaigns. How do you define impact?

For me, impact is layered. There’s the visible kind, the metrics, the awards, the industry nods. And then there’s the invisible kind, the intern who feels seen because of how you spoke to them, the young strategist who gains confidence because you believed in their thinking, the client who trusts your voice in the room.

I care about both. But I’ve learned that the invisible impact often lasts longer.

What keeps you grounded?

Gratitude. Reflection. And an honest circle of people who remind me where I came from and where I’m going. I journal often. I take long walks without my phone. I say ‘thank you’ a lot — to people, to moments, to the process itself.

What parting wisdom can you share for the female dreamers, builders, and future leaders?

Before the world sees the result, there are years of unseen work. Be grateful for the lessons, the pivots, the people. Keep going. Someone, somewhere, is paying attention.