For Zorayda “Dada” Rosanes, Associate Financial Planner and Executive Vice Chairman at International Marketing Group (IMG), leadership isn’t about titles—it’s about impact. And the way to make lasting impact, she says, is to strike a balance between discipline and compassion.
“Be tough and tender,” Dada told Financial Adviser PH. “Tough in making sure that they apply the concepts and that they do whatever it takes to achieve their goals, but tender by showing empathy.”
In an industry where performance metrics matter and targets drive growth, Dada has built a leadership approach that emphasizes results—but not at the expense of people. For her, mentorship means modeling the behavior, not just managing performance.
“An effective mentor understands IMG’s mission and can inspire others to align their goals with the organization’s purpose,” she said. “When team members see how their personal ambitions align with the bigger picture, it fosters motivation, loyalty, and a drive to succeed together.”
For Dada, leadership with empathy isn’t about being soft—it’s about understanding how to bring out the best in people. That’s why she practices open communication, creates a culture of respect, and empowers her team with both knowledge and accountability.
She also draws from the wisdom of others to support her leadership style. “People don’t care how much you know, until they know how much you care,” she added, quoting John Maxwell.
This mindset has allowed her to raise high-performing teams that feel supported, understood, and inspired. And that’s exactly what she believes drives sustainable growth—not fear, but trust.
“In IMG,” she shared, “you achieve your goals by helping others achieve theirs first.”
Her takeaway for aspiring leaders? True leadership isn’t about being the loudest in the room—it’s about listening, guiding, and walking with your people. Tough love works, but only when paired with real care.
Because at the end of the day, results follow relationships—and leaders who serve with heart build teams that stay loyal, grow stronger, and reach higher.
