Brands and female consumers can benefit greatly from Carol Zatt's visionary approach to marketing strategy. With a career dedicated to understanding the evolving needs of women in the marketplace, Carol has helped businesses embrace authenticity, inclusivity, and emotional engagement to create meaningful relationships with their audiences. Her innovative approach is transforming how brands communicate, and she’s been a driving force behind some of the most successful marketing campaigns aimed at capturing the hearts of women in today’s competitive market. Through her work, Carol has shown that marketing is not just about selling products—it’s about fostering trust and representing the values that resonate with women.
However, Carol had to overcome some obstacles on her path to become a leader in this field. From overcoming early obstacles in her career to navigating the complexities of the marketing world, Carol’s story is one of resilience, creativity, and determination. As someone who deeply understands the power of inclusivity and representation, she continues to inspire brands to align with the real needs and aspirations of female consumers. In this feature, we’ll dive deeper into her story, her struggles, and her vision for the future of marketing, while uncovering valuable insights into how brands can succeed by connecting with women in 2024 and beyond.
1. What inspired you to pursue a career in marketing and branding, particularly with a focus on female consumers?
Growing up in Brazil, I witnessed the resilience and creativity of women who turned challenges into opportunities. My own mother was so resourceful and inspired me with her ability to connect with people and build trust. When I entered the world of marketing, I realized that many brands were missing that human connection. Women make up a significant portion of decision-makers in households, businesses, and communities, yet their voices often feel unheard or misunderstood. I wanted to change that by creating marketing strategies that celebrated women’s complexity, strength, and aspirations. For me, marketing is about storytelling—telling the stories women resonate with and empowering them to feel seen, valued, and inspired.
2. Can you share some of the biggest challenges you faced when starting your career and how you overcame them?
Starting my career as a Latina immigrant in Australia was both exciting and intimidating. I often felt like I had to prove myself twice as much—once for my skills and once for my identity. The industry can be daunting, especially when your perspective challenges the norm. One pivotal moment came when I pitched a campaign idea for a female-led brand, focusing on authentic storytelling instead of flashy promotions. It was met with skepticism initially, but when the campaign resonated deeply with the target audience, it became clear that authenticity was a strength, not a risk. I learned to trust my instincts and lean into my unique perspective, even when it felt uncomfortable. Today, those early challenges have shaped my confidence and my passion for breaking barriers in marketing.
3. How do you see the role of women in shaping the future of consumer trends, especially in 2024?
In 2024, women are demanding authenticity and alignment with their values. They’re prioritizing sustainability, inclusivity, and transparency in the brands they support. Women are also leveraging their voices more than ever, whether as influencers, entrepreneurs, or consumers. I’ve seen firsthand how women, especially mothers and migrants, use social media and their networks to amplify what matters to them. Brands that truly listen to women and engage with them on a personal level will lead the way. The future isn’t about selling to women—it’s about collaborating with them to create experiences, products, and messages that resonate.
4. How have your personal life and experiences influenced your approach to marketing and building strong connections with your audience?
As a Latina migrant and mother, I bring my entire self into my work. My journey has been one of embracing my dual identities—celebrating my roots while building a new life in Australia. I deeply understand the complexities of feeling like you belong in multiple worlds, which is something many women relate to. This perspective has shaped how I build marketing strategies. I look for ways to tell stories that are both specific and universal, tapping into shared experiences while honoring individuality. For example, I work closely with female entrepreneurs who feel overwhelmed by the digital space. I teach them that their unique story is their superpower—whether they’re selling jewelry, launching a new brand, or offering a service. Marketing, for me, is personal because it’s about people.
5. Balancing work and life can be tough, especially in a demanding field like marketing. How do you manage to stay grounded and maintain a balance?
Balance, for me, is about alignment—not perfection. I’ve learned to focus on what truly matters and to give myself grace when things don’t go as planned. Music has always been a big part of my life, and I make time to create playlists or dance with my family to reset my energy. I also believe in the power of boundaries. Whether it’s blocking time for self-care or pausing work to be present with my son, I remind myself that I can’t pour from an empty cup. Finally, I surround myself with a support network of women who inspire and uplift me. These connections keep me grounded and remind me why I do what I do: to help women succeed and thrive, just as I’ve been supported along my own journey.