InterviewsWomen in Print

Major Transformation Has Already Kicked Off With the Digital Age

Selda Payat of Xerox Emirates speaks to ME Printer about how she got started in the print and graphics arts industry, the trends she has seen on the market and the road ahead

Tell us about your leadership style and philosophy.
I believe in transformational leadership style to ensure my team members would always have a say in the final decision and feel part of the process of constant communication and alignment. My objective is while seeking for the better for the organization to provide further personal development opportunities in my team which I believe has to go hand in hand to guarantee success. If you do not support and facilitate constant learning, and future career planning, motivation and morale will decline that will eventually lead to loss of key people in the organization.

What made you choose Printing and Graphics Industry as a career opportunity?
I have been long in the IT industry working in different roles and it is one of my passions.

How has your unique background prepared you for success in the industry?
Having a mixed background in sales operations, channel marketing, marketing communications and digital marketing has contributed to have a broader vision and a better understanding of the business strategy and its implications. Being able to see the company in a holistic view and define the right focus areas is my key strength and is the result of all the different job experiences.

What was your most interesting job?
I have been involved in a big launch in a local FMCG company in Turkey as a temporary role that helped me see the birth of a new product from logo design stage to final production and end to end communication strategy. Witnessing such a big project and being involved in all the steps has taught me a lot about product lifecycle and pretty much shaped my understanding of B2C marketing today.

What advice would you give to women looking to break into the field of print and related industry?
I would tell them to be fearless, strong, confident and believe in themselves and their capabilities that will help them survive in the male-dominated world. I believe women are a great asset for such companies as it brings in a completely different perspective and ability to evaluate many different aspects of each decision that we are all gifted with. We are also great in multitasking which results in better productivity and higher speed in driving initiatives and bringing change.

What is the greatest transformation in the printing that you’ve witnessed in your career?
Definitely the invention of 3D Printing! It is a phenomenal change for many industries and is expected to shape the future.

What are your thoughts on the next transformation in the print and graphics industry?
A major transformation has already kicked off with the digital age and seems to be on the rise even withthe faster speed with the increasing customer expectations. There will be a lot of focus on personalized printing and business process automation as well as increasing focus on environmental implications. I believe all vendors will have to adjust to serve better in sustainability offerings and solutions considering the higher sensitivity of the scarce resources and impact of human lives.

Are you involved in any sort of volunteer work? Can you give us some details
Not any at the moment, but as Xerox Emirates we are having some initiatives towards construction workers on selected sites.

What’s next for you in terms of your career in the printing industry?
We will wait and see I guess as it is too soon to tell.

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Chris Fernando

Chris N. Fernando is an experienced media professional with over two decades of journalistic experience. He is the Editor of ME Printer magazine, the authoritative guide to the regional print industry. Follow him on Twitter (@chris508) and Instagram (@chris2508).

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