Witad Awards 2024: Above and beyond award (vendor)—Susan Bennett, Tradeweb

How long have you been working in the financial services industry?
Susan Bennett, managing director, global head of product marketing, Tradeweb: I have been in the financial services industry for 22 years.

How did you get into the industry? Was it a conscious decision or did you “fall” into it?
Bennett: Both my parents worked in retail banking, so I was determined to join a more “creative” industry rather than go into the financial space. However, finding work was incredibly hard after arriving from South Africa. With no real local marketing experience, I ended up applying for an entry-level role at the Royal Bank of Scotland advertised at the back of Cosmopolitan magazine. And, as they say, the rest is history.

What does your day-to-day role entail?
Bennett: Every day is structured differently and because I manage a global team, I tend to follow the sun, meeting virtually or in-person with product and sales leads around the world. I work extremely closely with my team, discussing client communications and events, feedback on inbounds we receive, as well as any themes our PR team is working on. I also collaborate closely with senior leadership to develop and help the team execute on our company objectives, making sure we are all aligned, and that all external marketing is on brand and informative

What single project/piece of work are you most proud of during your career in the industry to date?
Bennett: My participation in Tradeweb’s IPO and the role I played on our listing day stands out above all my other achievements. Working closely with the Nasdaq hosts, I was selected as the interviewer on the day. This included a live stream to our offices to keep employees updated, video interviews with all the relevant Tradeweb spokespeople, and capturing the atmosphere as the day progressed while everyone waited for the Tradeweb share price to be officially announced.

It started with my mother, one of the cleverest people I know. I watched how she was sometimes excluded from roles she deserved, because they were allocated based on gender rather than qualifications

What are you currently working on and what makes it significant in the context of your position?
Bennett: I have been and continue to be heavily focused on the development and launch of our global brand and advertising campaign, “On Tradeweb.” Since its introduction, the program has outperformed industry and previous campaign benchmarks for engagement. This campaign is particularly special as it has been a collaborative effort across design, brand and product marketing groups, and really speaks to where Tradeweb is as a market leader.

To what extent were you helped during your career by a mentor/role model within the business?
Bennett: It started with my mother, one of the cleverest people I know. I watched how she was sometimes excluded from roles she deserved, because they were allocated based on gender rather than qualifications. Then early on in my career, I worked with someone who used to mentor more experienced candidates but found time to share with me how to apply the program he was running to my goals and achievements. Finally, I have been lucky enough to have great managers during my career that have believed in me and allowed me to excel.

To what extent does your firm have a formalized framework that seeks to identify and promote talented women and ensure they have every opportunity to realize their ambitions and contribute to the business?
Bennett: Tradeweb’s biggest asset is its people and this is evidenced even during the hiring process. While meritocracy drives our hiring decisions, we strive to have at least one female and one diverse candidate interviewed for all open positions. We also believe in encouraging continued education and development for employees. For instance, our Women in Tech Network is aimed at empowering our women technology employees through recruitment, networking, leadership and career progression. Last but not least, Tradeweb’s Global Women’s Network continues to develop actionable strategies to promote equality and inclusion at our firm and beyond.

What was the greatest obstacle you had to overcome during your career in the industry to date?
Bennett: I used to believe that taking maternity leave would significantly hinder my career journey. Yet, overcoming this “obstacle mind frame” and changing how I approached my return to work proved transformative. Despite its many challenges, maternity leave proved to be a catalyst for growth, making me more resilient and tenacious. Navigating the delicate balance between professional goals and personal time outside the workplace has also influenced how I help members of my team with their own returns from maternity leave.

What is the most valuable lesson you’ve learned so far during your career?
Bennett: One important lesson is that hiring exceptional team members and savvy marketers ensures success for everyone involved. Investing time and resources in assembling a talented and dedicated group pays dividends beyond measure. Outstanding team members contribute first hand to the transformative impact on any organizational growth and market presence. Also, it’s crucial to always be open and transparent with your team. After all, we are all working toward a common goal.

Your presence contributes to diversity and inclusivity, allowing others to step into your shoes. Stay resilient, champion change, and be a catalyst for more inclusion

What would you advise women just entering the industry?
Bennett: Entering a male-dominated industry can feel daunting, but it’s essential to acknowledge the progress made over the years by other women in similar positions. We should reflect on how the industry looked five, 10, or 15 years ago and celebrate the changes made so far to pave the way for future achievements. Your presence contributes to diversity and inclusivity, allowing others to step into your shoes. Stay resilient, champion change, and be a catalyst for more inclusion.

What does this award mean to you?
Bennett: I have been completely blown away and feel really honoured to have won this award. It represents not just an individual achievement, but the collective dedication of all the winners before and after me. For my team, it highlights our mutual efforts and underscores our value in the workplace. It also sets a powerful example for my son and daughters, illustrating the endless possibilities and potential for success in any endeavour they choose.