Tamara Grünzweil, CEO of beyond global, discusses the transformative merger of SPS MARKETING GmbH (Linz | Stuttgart) and Bernstein GmbH (Bremen) into beyond global, marking the start of a new era in the world of B2B marketing. She reflects on her journey from an apprentice at SPS MARKETING to becoming a CEO and owner, sharing insights into her leadership style, the benefits of being a female leader, and her personal aspirations.

For someone who hasn’t heard of beyond global, how would you describe the agency in just three words?

Exceptional, passionate, dedicated.

Where is the journey for beyond global headed?

I remember the last positioning workshop we had internally quite well. In my group, we discussed our vision and quickly reached a consensus: we want the largest B2B clients to find us so incredible, they reach out to us of their own volition, eager to benefit from our extensive knowledge and expertise. An essential factor on this journey is our commitment to offering extraordinary value. For that, we need a distinctive USP, which, in my view, can only be realized with an outstanding team.

What are the personal factors and drivers behind your success?

Three things immediately come to mind: my passion for my profession. While I can’t precisely define my role due to its many dimensions and the variety of my tasks, it doesn’t matter if it involves business development, client advisory, creative conception, team leadership, finance, or IT. The versatility of being an owner and managing director inspires me and brings me immense pleasure.

Employee empowerment has always been a driving force for me. Reflecting on my own career path and my passion for my journey, I want the same for my employees: to reach their desired goals, to occupy positions that align with their strengths, and to, like me, find joy in teamwork.

Success is certainly another motivator for me. While everyone has their unique definition, for me, it’s about managing an agency that I love going to each day, where team members have become friends, where clients choose to work with us for years, and where we consistently try new things and prosper.

How did you get to where you are today?

I have always been very ambitious; even as a child, I found it important to improve my grades and develop my talents. Art and mathematics were always my favorite subjects. They might seem like an unlikely pair, but they complement each other well for someone aspiring to be the managing director of an advertising agency. My ambition has undoubtedly pushed me to realize my full potential. I often doubted my abilities and questioned what I was truly good at and what was right for me. Transforming those doubts into strengths has inspired me to seek more, learn more, and improve continuously. I am always reaching for more. My drive is relentless.

My father has consistently been an inspiration to me. He dedicated himself to supporting farmers in Austria, experimenting with many different strategies over the years to achieve the best results. He was constantly surrounded by creative ideas and inspiring individuals.

What impact does being a woman have on your business?

I have been fortunate to work with many amazing women throughout my career, both in the agency and on the client side. I believe women bring valuable contributions to various fields. I actively support female empowerment, foster a culture of diversity and inclusion, and promote a collaborative and supportive work environment to improve the workplace culture. This positions the company as modern and progressive in the eyes of others, facilitating a unique market identity. However, sadly women in leadership roles frequently face challenges related to biases and stereotypes.

Women often prioritize collaboration and strive to learn from each other. They are willing to show their vulnerabilities and turn them into strengths within the team. Additionally, women are often better at connecting with people from diverse backgrounds, different ages, and various experiences, as they tend to be less biased. This open mindset has significantly benefited me and opened many opportunities.

What distinguishes your personal leadership style, and how has it evolved throughout your career?

I’d like to quote Michelle Obama: “Don’t be afraid. Be focused. Be determined. Be hopeful. Be empowered.” Or, as I would say in my Mühlviertel dialect: “Don’t lose your shit!” I wholeheartedly welcome every challenge, and I can do so because I have a team I can fully rely on. This is possible because one thing is particularly important to me in leadership: employee empowerment. In the framework of the 5 Levels of Leadership, I strive to foster independence and autonomy in my employees. Essentially, the pinnacle of leadership involves cultivating a new generation of leaders who surpass your own abilities. This is driven not by personal ambition, but by the selfless desire to uplift others.

What specific challenges have you faced as a female leader in relation to New Work and agency life, and how have you overcome them?

In our agency, I've initiated numerous initiatives that started years ago, even before I stepped into a leadership role. I championed a strong company culture, organized events, and established an award to recognize employee contributions. I also advocated for flexible working hours and models, and as a leader, I've introduced various additional initiatives to cultivate a feedback culture, promote a positive work environment, and foster long-lasting, meaningful relationships. Moreover, we launched a Strategy Lab where we collaboratively develop the agency’s strategies. I don’t aspire to be a sole decision-maker; instead, I aim to create something remarkable together. Throughout this journey, my interpersonal skills as a woman have made a significant impact.

What self-leadership strategies do you personally employ?

Sparring has always been a key component of my approach. I’m fortunate to have several sparring partners, such as my colleague Thomas Catulli, my father, and our HR manager, Katarina Bijelic, with whom I maintain regular dialogue. Continuous learning is another crucial focus for me. I actively research and read to develop my skills as a leader, strategist, and owner. Additionally, I am blessed with a supportive and stable personal environment that allows me to devote significant time to my passion—the agency.

While we are on the point of humanity in leadership: How do you foster female empowerment within your leadership practices?

In the past, while I was still an apprentice, our agency struggled with high turnover rates, a common issue in the industry. This was largely because employees felt uncomfortable in the environment, and I was no exception. Once I transitioned to a more senior role, I realized what had to change. Communication became paramount; I actively seek input and feedback from my colleagues about their experiences. It’s crucial for me to have satisfied and happy employees who love their work, as I want to collaborate with them effectively.

I have also been there for employees during many different life circumstances and personal hardships. This approach reflects work-life blending. For me, the well-being of people doesn't stop at the agency entrance. I believe it's my duty to support employees, who frequently become friends, in all areas of their lives as best as I can.

What are your future aspirations?

I never had a significant plan or concrete ideas for my career. Much of it has simply evolved on its own, and I expect that will be the case moving forward. My ultimate aim as a leader is to develop a new generation of leaders who excel beyond my own abilities.

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