Leandra Meintjes, CEO of PROVEN 360 expresses, we need fair and equal hiring opportunities, pay equity, and a workplace culture that actively supports and promotes women
What are your views on this year’s IWD 2025 theme “Accelerate Action”, how can we truly achieve diversity and inclusion in the workplace?
Leandra Meintjes: Achieving true diversity and inclusion in the workplace starts with action, not just conversations. We need fair and equal hiring opportunities, pay equity, and a workplace culture that actively supports and promotes women. Even in 2025, gender disparities still exist, but I remain hopeful that we are moving towards a future where these issues are a thing of the past. More women in C-suite positions isn’t just a goal, it should be the norm. It’s time to accelerate real change, ensuring that workplaces are built on merit, fairness, and equal opportunities for all.
Can you share your journey into the business world and what inspired you to pursue this, where did it all start?
Leandra Meintjes: Wow, now that’s a real rewind! My career started at an incredible NGO back home, where I discovered my love for working with people from all walks of life. That experience sparked my passion for communication and collaboration, which led me to a career in healthcare marketing.
Fast forward to our move to Dubai, a city filled with opportunities,I was fortunate to work with both national and international companies, gaining invaluable experience that shaped me as both a professional and a leader. My passion for working with people only deepened over the years, and eventually, that drive pushed me to take the leap and co-found PROVEN 360 with Zaid.
Who would you consider your role model, someone who constantly inspires you? (Does not really have to be from the professional world only, can be someone at home too)
Leandra Meintjes: Without a doubt, my dad. He is the one I turn to for advice on everything; life, work, and even parenting! Throughout his career, he led with fairness, sincerity, and unwavering integrity. I’ve always admired how he guided his team with respect, setting a standard for what true leadership looks like.
What stands out the most is how, even today, when we walk around our hometown, people from all walks of life stop to greet him with such admiration. He worked with some of the toughest unions in South Africa, yet the respect and appreciation he still receives from them is a testament to the kind of leader and person he is. I can only hope to leave behind a legacy as meaningful as his one day.
Rapid Fire (Let’s get to know you more)
- Dinner with a famous personality, who would it be? – Ryan Reynolds. He is super successful in marketing and business, I love his attitude and quirkiness!
- One skill you wish you could learn instantly? – Teleportation! But let’s be realistic, this is not going to happen soon, so I will settle for Adobe Photoshop or In-Design.
- Android or Apple? 😃 Andriod for life, but I cannot survive without my Macbook. Does that make me a traitor?
- WhatsApp or Telegram? WhatsApp
- Phone call or text message/email? Email / Text
- Beaches or Mountains? Beaches… always
- Coffee or Tea? Coffee but for health reasons, I have moved to Team Macha
- Early Bird or Night owl? Early Bird I am part of the 5 am club.
- Books or Movies? Books
- Winter or Summer? Summer, yes, even in Dubai
- Online shopping or in-store shopping? Online, thanks to COVID, it opened the doors or phones to a plethora of online spending; ouch!
What advice would you give to women starting off their careers, aspiring to enter the business field?
Leandra Meintjes: Be unapologetically yourself. Women bring a unique strength to leadership, we lead with empathy, passion, and a genuine investment in our teams. But it’s just as important to maintain professionalism and composure. Tough days will come, and while emotions are natural, handle them with grace. Set the example you want others to follow, keep expanding your knowledge, and never let pride stop you from learning something new. No matter how much success you achieve, staying humble is what truly sets great leaders apart.
