Leandra Meintjes, the CEO of PROVEN 360, says what makes women great leaders is their ability to lead with heart

Can you share your journey into the business world? What inspired you to pursue a career in this field?
My journey started in an NGO, where I discovered how much I enjoyed interacting with different departments and external companies whose projects we managed. That’s when I realized my passion for communication and working with people. Over time, my career evolved into marketing, and with that came the opportunity to lead my first team of five.

I loved seeing them grow and flourish under my guidance, and I’m proud to say that one of them now holds a senior marketing role, I like to think my mentorship played a small part in that success. Fast forward to today, and I’m leading a team of 20+ at PROVEN 360. It can be nerve-wracking at times, but being in a position to influence and support my team positively is both an honor and a privilege.

What were some of the biggest challenges you faced as a woman, and how did you overcome them?
I’ve been fortunate to have had strong female managers throughout most of my career. Some were tough, but I recognize that they were likely facing their own corporate battles. Rather than discouraging me, this made me even more determined to lead with fairness, confidence, and integrity.

My dad always taught me that I could do anything my brother could do, so I never felt the need to step aside for a man to take over. I’ve had incredible male mentors as well, and I’ve always approached leadership by earning respect, continuously learning, and ensuring that when I speak, I add real value, never just to please others or seek approval.

How do you describe your leadership style, and how has it evolved over time?
Oh, my leadership style has definitely evolved! At my core, I’ve always been trusting and fair, I believe in hard work being rewarded and empowering my team rather than micromanaging. I’m a hands-on leader, so when I ask my team to do something, they know I’ve done it before and that they can, too.

Managing a hybrid agency was a new challenge. At first, it was hard to trust that remote employees were staying focused. I won’t lie, there were moments when I wanted to call and ask them to turn on their cameras just to make sure they weren’t shopping at the mall during work hours! But over time, I learned to trust the process. Now, I embrace a leadership style built on accountability, ownership, and leading by example. I don’t raise my voice, I encourage creativity, and I believe that mistakes are learning opportunities. Hopefully, this balance creates an environment where my team feels motivated and empowered.

What strategies do you use to motivate and empower your team?
Ownership, trust, and feedback are key. I encourage my team to take ownership of their work and make decisions, knowing that I trust them to do their best. We also hold weekly team calls (cameras on!) where we chat, play online quizzes, or do motivational activities. Hybrid teams require a different leadership approach, but I genuinely love it, it allows people to thrive in their own space while still feeling connected to the team.

Have you had any mentors or role models who have significantly influenced your career? How did they impact your journey?
Yes! One of the senior leaders from one of my first companies in the Middle East had a huge impact on me. He led with fairness, humility, and confidence, whether he was in a high-stakes board meeting or chatting with an entry-level employee, he knew their name and treated them with the same level of respect. That kind of leadership stuck with me. We still keep in touch, and it’s humbling that he always makes time to respond when I reach out.

What advice would you give to young women aspiring to enter the business world?
Stay true to yourself. What makes women great leaders is our ability to lead with heart, we are passionate and genuinely care for our teams. But always maintain professionalism. If you ever feel overwhelmed, whether you want to cry or scream (because let’s be real, those days happen), do it outside of work. Set the right example, keep learning, and never let your ego get in the way. You’re never too experienced to gain new knowledge. Most importantly, stay humble.

Can you highlight some of your proudest achievements in your career so far?
Without a doubt, co-founding PROVEN 360 with Zaid Almashari. It was always a dream to create a marketing agency, and now here we are, growing, thriving, and making an impact! From starting with just three team members and a handful of internal clients to now leading a team of 20+ and working with over 20 clients… It’s been an incredible journey, and I’m excited for what’s next.

How do you manage work-life balance, and what tips do you have for other women striving to achieve this balance?
For me, fitness is non-negotiable. I hit the gym for two hours a day, five (sometimes six!) days a week. I start my day at 5 AM because that’s my time to reset, clear my head, and build resilience before the workday begins.

I also set clear boundaries — I try not to take work calls or messages after 7 or 7:30 PM unless there’s an urgent issue. Evenings are for family, whether it’s making memories with my kids, chatting about their day, or just relaxing on the couch with my husband of 22 years and our two dogs. And above all—don’t forget to laugh. Always.