Cristiane Martini, vice president, Tom’s of Maine and general manager of North America sustainability, Colgate-Palmolive, has dedicated 20 years to the company, working across three continents. Her Brazilian heritage has significantly influenced her leadership style and the way she leads sustainability.
A Brazilian Leadership Style
Martini attributes her leadership approach to three key traits from her Brazilian heritage: optimism, resilience and the power of diversity. These qualities help her navigate what’s known as the volatile, uncertain, complex and ambiguous (VUCA) world, which is essential for leading impactful sustainability initiatives. “These traits help me adapt quickly to change and I consider them super important in today’s VUCA world,” she explains.
A Global Journey with Colgate-Palmolive
Martini’s career at Colgate-Palmolive began in Brazil as a consumer affairs manager. She later moved to Hill’s Pet Nutrition, Colgate’s pet food division, where she held various roles in Brazil, the U.S. and Mexico. After a stint as general manager of Colgate’s Denmark unit, she assumed her current role leading Tom’s of Maine.
Her international experiences have profoundly shaped her leadership style. “Living and working in different countries has especially helped in my current role, as I’ve been exposed to how different cultures commit to taking sustainable actions,” Martini says. “It’s enriched my understanding and approach to sustainability, allowing me to direct my team’s initiatives effectively.”
Commitment to Diversity & Inclusion
Colgate-Palmolive’s recognition as a DiversityComm Magazine Top Hispanic Employer underscores its commitment to diversity and inclusion. Martini views this as a reflection of the company’s dedication to creating an inclusive environment. “Our purpose is to reimagine a healthier future for all and it’s great to see Colgate recognized for that,” she remarks. Martini emphasizes the importance of “walking the talk” regarding diversity, equity and inclusion. At Tom’s of Maine, a Diversity, Equity and Inclusion Committee educates employees and fosters relationships both internally and externally. Her leadership team, composed of diverse backgrounds, leverages this diversity to better understand consumers, thus driving business success.
Supporting the Hispanic Community
Martini plays a significant role in supporting the Hispanic community within Colgate-Palmolive. She participates in activities sponsored by the Latin Leadership Network, an employee resource group (ERG) that promotes Latin achievements, supports leadership development and creates allies for the Latino community. “I take care to participate in events hosted by this ERG and I mentor Hispanic employees to better understand cultural nuances among countries,” she says.
Passion for Sustainability & Corporate Responsibility
Martini’s passion for new challenges led her to her current role at Tom’s of Maine, a business deeply committed to sustainability and social impact. She highlights the importance of education in sustainability: “Sustainability can be complex, and often people don’t want to touch what they don’t know. We’re all responsible for making change happen,” she said.
One unconventional initiative Martini spearheaded was a reverse mentoring program, where she learned from a team member who is an expert in sustainability and social impact. This approach, requiring humility and a willingness to listen, proved highly effective in enhancing her understanding and network in the sustainability space.
Looking Ahead
Reflecting on her career, Martini is proud of her journey, which has spanned 20 years and multiple continents. She encourages others to be open to unconventional opportunities—trusting the process even when the path is not always clear. “I never had a plan to work outside of Brazil, but it turned out to be a great experience. I encourage others to be open to unusual opportunities. The path is not always clear, but the sky’s the limit!” she concludes.
Martini’s story is one of embracing diversity, championing sustainability and inspiring innovation within her team, embodying the values that drive Colgate-Palmolive towards a healthier, more inclusive future.
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