Each woman we interview has a different personality, a personal perspective and unique insights but there are threads that link us together as women, experiences that make us feel connected and growth that helps us to inspire each other. I am so grateful for this opportunity to share these with you.
Our next interview is with: Rita Fernandes (Regional – MEA – Marketing Director)
Interview
Can you tell us a little about who you are and what your journey as a woman has looked like so far?
I’m an experienced marketing professional and currently Marketing Director for MEA at JDE Peet’s, one of the world’s largest pure-play coffee and tea companies, known for iconic brands like Jacobs, Douwe Egberts and L’Or Coffee. At JDE Peet’s. At work I combine deep consumer insights with strategic marketing to drive growth and innovation across diverse African and Middle Eastern markets. Beyond my career, I’m a wife and proud mother of two boys.
My journey as a woman has been one of continuous growth, resilience, and balance, navigating a fulfilling career at a global leader while being present for my family. Each chapter has taught me about vulnerability, resilience, and purpose.
When did you first feel a strong sense of your own womanhood? What is womanhood to you?
A pivotal point for me was becoming a mom. I don’t think anything can truly prepare you for the emotional tsunami that will wash over you when you become a mom. It’s also a time of immense vulnerability. That moment redefined how I saw myself as a woman. It showed me how much I could give, lead and still grow.
What does being a woman mean to you today?
I believe our strengths as women come from leveraging the unique aspects of our gender, it’s ok to be emotional, to be caring. This is our superpower.
How has motherhood (or the idea of family) shaped your experience of being a woman?
Motherhood has taught me patience and that I cannot control everything (or everyone and their cute emerging personalities) . It has sharpened my priorities and shown me what unconditional love truly looks like.
What values or lessons do you hope to pass on to your children or the next generation?
I want my boys to grow up self-confident and resilient. I also want to instill in them the value of working and trying hard. It’s not about perfection but, if you try and keep persevering, you are likely to eventually succeed.
What inspired your current path (career, creativity, or something else)?
As an introvert, I’ve always been fascinated by watching people and trying to ascertain what makes them tick. I’m also an avid reader and have been since I discovered Roald Dahl in what was then Standard 1. Marketing gave me the perfect outlet to blend strategy with storytelling. At JDE Peet’s, I have the privilege to lead marketing across MEA for brands that have a strong heritage and are driving innovation in the coffee and tea space, bringing joy to millions of consumers every day.
Have you faced any challenges as a woman in your field or community? How did you overcome them?
Whether it was being the only woman in the room or balancing ambition with family life; I overcame those challenges by staying true to my values, surrounding myself with mentors, and refusing to compromise on either my career or my role as a mother.
What’s one thing you’ve learned about yourself in the past year?
I’m probably late to the game on this one but, this past year, I’ve learnt that failures are a prime opportunity to step back and re-assess what went wrong and change your approach in future. So instead of beating myself up, I’ve learnt to use the ‘failure’ as a learning.
How do you care for yourself in a world that often demands so much from women?
The world right now seems to be spinning at a frenetic pace and demands way too much from everyone, irrespective of their gender or even their age. Even our children have too many demands placed on them from a young age, right now. It’s important to keep things in perspective. Ask yourself whether setbacks are minor or major, whether there’s anything you can do to control something, or accept whether it’s out of your hands. Perspective is important for self-care, as we can often be our own worst critics.
That and sleep, it’s most definitely not a waste of time to prioritise and get enough sleep.
Who are the women (past or present) who’ve inspired or supported you?
The Iron Lady comes to mind. No, I’m not referring to the female version of Iron Man, Margaret Thatcher is one of the most renowned British Prime Ministers in history. She once famously said “Being powerful is like being a lady. If you have to tell people you are, you aren’t.” I’m also inspired and owe a great deal to the women in my family, including my mother, who always role modelled resilience and selflessness in everything she did for us.
What message would you share with other women reading this today?
My message to young women is to have a career and follow your dreams – but never at the expense of your life, friendships and family. You can control where you work, which job you’re in, and you will have plenty of time to succeed in the boardroom. However, don’t deprioritise your personal life at the expense of a career. You cannot control biology or time with loved ones.
A favourite quote or mantra you live by?
One of my all-time favourite authors, JRR Tolkien (who, incidentally, was born in Bloemfontein), once said: “It is no bad thing, to celebrate a simple life.”
In Summary
I love this, Rita! There is something beautiful in the simple, ordinary moments of life. Thank you for sharing your journey with us.
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