«Being a leader means inspiring» says Jia Wei of Xiaomi
Determined, with a kind smile, Xiaomi's Head of Marketing Western Europe has clear ideas on governance and female empowerment. «Women are successful if they exploit their authentic qualities rather than hide them. Without trying to be more like men." She talks to L'Officiel about her rise, her ambitions and her dream for the future.
Location W Barcelona
Resolute but always ready to listen. With a precise and luminous vision on female empowerment, as well as on leadership, which she would like to be free from gender issues and based exclusively on talent. Jia Wei has a gentle smile and clear ideas. And it couldn't be otherwise given that she is head of marketing for Xiaomi, which includes eleven countries, including Italy, Spain, Germany, France, Portugal, United Kingdom, Ireland, Belgium, the Netherlands, Switzerland, Luxembourg. «Being a leader is not about authority: it means inspiring and guiding», she tells us. It is no coincidence that her most evident quality is empathy.
Originally from Guangzhou, one of the nerve centers of China's economic growth, in the Pearl River Delta, she moved to Barcelona almost two decades ago for a Master's degree. It was supposed to be a short study experience but Gaudí's city dazzled her with its beauty. And then it was Madrid's turn, which she now considers home. «And after 18 years I'm still here» , she smiles.
It was exactly one year ago, in February 2023, when Jia Wei was appointed Head of Marketing Western Europe at Xiaomi. Her mission? Creatively shape the brand's identity and establish meaningful connections with consumers, thus fueling the brand's continued growth. The Chinese technology giant thus wanted to contribute to reducing the gender gap and enhance expertise in an increasingly dynamic sector. We therefore speak with her about equal opportunities, women and power in an increasingly challenging context.
L'OFFICIEL ITALIA: Jia Wei, you arrived in Europe, in Barcelona, to study and have never left the continent since. She has been at Xiaomi since 2019, today she holds the role of Head of Marketing Western Europe. Tell us the path that led you to this rapid rise.
JIA WEI: Yes, following the advice of a fellow student who had convinced me that I had to "get to know the world", I left for Spain and never left. At university I studied Spanish philology and foreign trade: I know, it's a curious combination, but it seemed like a good idea, especially at a time when I didn't yet have clear ideas about the future. The initial plan was to stop for a year, but I was surprised by everything that surrounded me so I said to myself "one more year and then I'll go home". Or at least that was the plan...
LOI: Then what changed?
JW: I fell in love with Spain! I thought it was my place and that I wanted to explore it from top to bottom. So, after working for a business consultancy, a telecommunications provider and a consumer electronics company, in September 2019 I joined Xiaomi as Head of Marketing. And last year I was appointed Head of Marketing of Xiaomi Western Europe, coordinating eleven markets.
LOI: How do you balance your Chinese roots with the European environment you work in? Has being a woman influenced your approach to leadership?
JW: Cultural roots are essential and necessary. And it is also important to listen, observe and learn when relating to a new culture, and then try to find the similarities and differences, a process that promotes better understanding and communication. In terms of my approach to leadership, as a woman, I consider myself a listener. I am an example for my team. Empathy also helps build trust within the group. Always being there for me is fundamental.
LOI: Have you ever had to deal with sexist stereotypes and career obstacles in your professional career?
JW: No. I have been fortunate to work in environments that prioritize diversity, inclusion and equal opportunity, allowing me to focus on my professional growth without facing gender-related challenges.
LOI: How is the industry evolving today regarding gender equality? What can be done at the company level to promote a more inclusive environment for women?
JW: Companies are increasingly recognizing the importance of promoting diverse and inclusive workplaces, understanding that this not only aligns with ethical principles, but also improves innovation and business success. There are several initiatives that could be implemented to promote a more inclusive environment. An example? The establishment of leadership development programs with the aim of cultivating and promoting female talent within the company by creating a structured and promising access for their rise to leadership roles.
LOI: Is there anyone you look up to in your female leadership role?
JW: Often we are referring to people who have a platform to tell their stories. But there are so many women around the world whose names we don't even know... Anyone around us could be someone we can draw inspiration from. We all shine differently and there are unique qualities in everyone.
LOI: There is still a prejudice that sees technology as a predominantly male sector. What do you think? What is the most annoying stereotype in the tech field?
JW: That's true, but there are other areas where male stereotypes are more entrenched. One of the most annoying clichés? The assumption that technical aptitude is intrinsically linked to gender. This stereotype falsely suggests that women are less adept or capable in technical roles, contributing to their underrepresentation in STEM fields. Conversely, sometimes we are surprised if some roles usually covered by female figures are entrusted to men.
LOI: How do you strive to challenge such stereotypes both within your role and within your company?
JW: I stress the importance of creating an environment where people of all genders feel welcomed and valued. Additionally, by promoting awareness and understanding of the diverse talents and perspectives that women bring to the tech industry, I think we can reshape perceptions and challenge preconceptions. On a larger scale, collaborating with industry partners, participating in forums that promote gender diversity, and actively seeking diverse talent during hiring processes help dismantle stereotypes on a systemic level.
LOI: Do you think there is still a need for feminism today?
JW: Yes, I firmly believe that the feminist movement is essential to support women's rights and empowerment, to address gender biases and break down barriers that hinder women's progress. Feminism serves as a driving force for social change, pushing for legislative reforms and cultural and attitudinal evolutions that help create a more equal society for all.
LOI: What do leadership and empowerment mean to you?
JW: Leadership goes beyond the traditional concept of authority. It means inspiring and guiding team members towards a common vision. Set a positive example through actions, communication and commitment to individual and group success. Empowerment, in this context, consists of providing the tools, resources and autonomy necessary to excel, each in their own role. It means cultivating a culture where everyone's voice is valued, ideas are encouraged, and diverse perspectives contribute to collective creativity and innovation. I believe true leadership involves recognizing and leveraging everyone's unique strengths. It's about creating an inclusive environment where everyone feels not only listened to, but also supported in their professional growth. Through empowerment, team members are given the confidence and autonomy to take responsibility for their own projects, promoting a sense of satisfaction and belonging at work.
LOI: How have you helped foster an inclusive environment for women within Xiaomi?
JW: A key point has been supporting diversity and inclusion in recruitment processes. I have actively participated in efforts to ensure diverse candidate pools and have worked to eliminate bias in hiring. I would like to develop mentorship programs to foster the professional development of women within the company, helping them navigate their careers and overcome challenges they may encounter in the workplace. In collaboration with the regional Human Resources department, I have contributed to the development and implementation of policies that promote work-life balance, flexibility and equal opportunities for career advancement. The goal: to create a supportive and inclusive work environment that responds to the diverse needs of all employees, including women.
LOI: What advice would you give to young women aspiring to leadership positions?
JW: Women establish themselves as effective leaders when they leverage their authentic qualities rather than hide them. Don't think you have to be more like men to be successful. Be courageous, have faith in yourself and above all be true to yourself. Be curious about the world, be kind to yourself and to others. Accept people as they are, but give them the right value.
LOI: Sheryl Sandberg, former chief operating officer of Facebook, said: “There will be no female leaders in the future. There will only be leaders." What do you think?
JW: Which is the truth. It embodies an ambitious vision for gender equality and inclusiveness. It reflects the idea that leadership roles should be defined by skills, dedication and vision rather than conforming to preconceived notions of gender roles. While acknowledging the progress that has been made, it also highlights the need to address systemic issues and biases that may still exist in various sectors. Aspiring to a future where gender is not a factor in leadership, we work to create more opportunities for all and cultivate a culture where diverse voices contribute to the success of companies and society as a whole
LOI: Do you have a dream for the future?
JW: I would like every person, regardless of their gender, to possess the intrinsic freedom to walk their own path and make choices in line with their aspirations. I don't just mean physical freedom of movement, but also the broader concept of personal power. My idea is that individuals should be able to shape their lives according to their values, preferences and ambitions, respecting their authentic self. This includes the right to pursue an education, choose a career, engage in a relationship, and participate in various aspects of society without being confined or limited by traditional gender expectations. Now, this is my dream.
