A leap of faith into the frontline

A newscaster turned retail head, a research veteran turned regional sales leader, and a finance manager turned product lead; Sujitra Amitrapai from True Corporation (Thailand), Bushra Mehreen from Grameenphone (Bangladesh), and Ivy Chew from CelcomDigi (Malaysia) have one thing in common: They have made career transitions into new and unfamiliar territory, right into the dynamism of revenue generating roles.

They tell us what gave them the gumption to make bold moves and the most rewarding aspects of working with the customer.

Why did you make the shift to a customer-facing role and what do you enjoy most about it?

Bushra Mehreen, Regional Head of Sales at Khulna, Grameenphone: After 13 years in research, I wanted to challenge myself. Sales is a dynamic role where leaders need to make decisions based on the market every day. They must be adaptable yet remain focused on results. For this role, I moved to a different geographic location without my family to lead a diverse sales team in a very competitive environment! Moving out of my comfort zone has made me stronger, and I’m glad that my team has accepted and embraced my leadership.

Ivy Chew, Head of Convergence Product, CelcomDigi: I’ve always been driven by continuous learning and new challenges, so when the opportunity arose, I embraced it. My finance and business planning background provided a good foundation, but I wanted to be closer to customers and contribute directly to revenue growth. Moving into a commercial role has pushed me to develop new skills. Beyond setting targets, I dive right into the action: spotting market opportunities and understanding customer needs to create products that grow the business profitably! While I am still quite new to the game, the most rewarding part is using my analytical and strategic strengths and seeing the direct impact of my work on customer success.

Sujitra Amitrapai, Head of TrueSphere and Branding Shop, True Corporation: For me, life is a journey of continuous learning, and my career has been testament to that. My background as a newscaster helped me be a content creator and presenter. Through advertising sales, I gained valuable insights into the dynamic Thai market and learnt to understand customer needs. Starting at the frontline as a shop manager allowed me to engage directly with customers and refine my leadership skills. The most rewarding part of my journey is the trust and opportunities the company has given to me to allow me to thrive. Collaborating with global MNCs like Telenor, China Mobile, and CP Group, has also expanded my perspective.

How do you guide your team to stay on top of the game in the face of changing customer demands?

Bushra: My previous research roles entail understanding customer psychology, analysing trends and doing behavioural segmentation, which gave me an edge in understanding customers better. My team listens to what customers are saying so we can develop products and strategies based on their needs. We also keep track of competitors’ go-to-market strategies, which helps us stay ahead of the game. The most rewarding part is seeing my team’s effort and hard work yielding results and growing our market share!

Ivy: Customer demands are constantly evolving with digital adoption and technology shifts. Therefore, it’s important to adopt a customer-first mindset—proactively engaging customers and staying connected to market trends and drive performance. We also track global trends, draw insights from data and competitors, and adapt strategies to stay ahead.

Sujitra: We are redesigning our retail stores to serve as experience hubs where customers can explore and interact with next-gen technologies, including 5G, smart devices, and digital solutions. They are not just a place to purchase products anymore. My team and I use AI and data analytics to understand customer preference, and offer personalised recommendations, digital payment solutions, and smart kiosks for a more interactive and convenient in-store experience.

What advice would you give to women aspiring to take on leadership roles in the telecom-tech field?

Ivy: Firstly, believe in yourself and never let self-doubt hold you back. I am thankful to be surrounded by supportive leaders, peers and team members who inspire me every day. Secondly, invest in continuous learning – this industry thrives on innovation, so staying updated on trends gives you an edge. Lastly, as you grow in your career, pay it forward—support and uplift others to create a more inclusive and balanced workplace.

Bushra: No role is inherently gender-biased; anyone can thrive in any position with the right mindset. The key lies in adaptability, and a willingness to learn from others. As female leaders, it is important to foster mutual understanding with our male colleagues who may be working with women in leadership roles for the first time. By engaging with and seeking support from them, we can create a collaborative culture that drives success for all.

Sujitra: Women are no longer just participants in these industries—they are driving innovation, shaping business strategies, and leading the transformation of customer experiences. First, embrace change and innovation. The tech world moves fast, don’t be afraid to experiment and push boundaries. Second, develop both technical and leadership skills. Technology is not just for engineers – understanding digital trends and business strategies will set you apart. Third, Build a strong network. Surround yourself with mentors and peers who can support and challenge you to grow. Leadership is not about gender; it’s about capability, vision, and impact. Finally, I hope to see more women stepping into leadership roles, bringing fresh perspectives, and inspiring the next generation. Technology and innovation know no gender—only potential and passion.