When Vanessa “Vanee” Gosiengfiao steps into a room, there’s an unmistakable sense of calm and clarity that follows. It’s the kind of presence that comes from someone who’s spent over two decades not just leading brands, but transforming them and the people behind them with both strategy and empathy.

As the general manager of Avon Philippines, Vanee now finds herself at the helm of one of the country’s most beloved beauty and direct-selling brands, a legacy business that, as she puts it, “has to be taken to the future.” For her, this isn’t just another corporate challenge; it’s a mission.

“I’ve been privileged to lead transformations all my career,” she says.“From launching new business models to turning around brands that have been around for centuries, transformation has always been a part of my journey.”

In a conversation with Manila Bulletin Lifestyle, this female leader talks about her journey toward climbing the corporate ladder and the tips she has for all aspiring business leaders.

Before joining Avon in July 2024, Vanee built a rich portfolio across some of the world’s biggest names in healthcare and consumer goods like Abbott, GSK, Diageo, and Sanofi, managing businesses in different countries, including Brazil, India, China, the US, and Southeast Asia. Each role shaped her into the kind of leader who doesn’t shy away from complexity but thrives in it.

At Abbott, she helped expand the company’s adult nutritionals business. At GSK, she was part of the global team that brought Sensodyne and Parodontax into mainstream consciousness. At Diageo, she turned a once non-profitable business into a double-digit growth engine anchored on hero brands like Johnnie Walker.

“I’ve always been drawn to leading change,” she says. “Whether it’s redefining a business model or revitalizing a brand that’s been around for generations, the challenge is always the same: how to make it relevant again.”

That same mindset drives her work at Avon today. “Direct selling was actually the first form of social commerce,” she points out. “So now, it’s about reimagining that model using digital platforms, influencers, and online content, and making Avon relevant for today’s consumers, especially the youth.”

Throughout her 25-year career, Vanee has been mentored by leaders who taught her that transformation doesn’t begin with strategy; it begins with people.

“One of my mentors once told me, ‘You’re known for strategy, but before strategy, make sure you have the right team,’” she recalls. “When you have the right people, they will create and execute the strategy with you.”

Beyond her corporate roles, Vanee also serves as a board director for the European Chamber of Commerce and the Filipina CEO Circle, where she advocates for women’s empowerment in leadership.

“Less than 20 percent of top companies in the Philippines are led by women,” she notes. “It’s improving, but we still have a long way to go.”

For Vanee, empowering women is not just about representation; it’s about redefining what leadership looks like. “Feminine leadership isn’t about weakness. It’s about leading with gentleness, nurturing with empathy, and inspiring without fear,” she explains. “People perform better when they know their leaders will take care of them.”

It’s a leadership style she describes as both soft and strong, one that values psychological safety, creativity, and authenticity.

Under Vanee’s leadership, Avon continues to amplify its Breast Cancer Promise, a global initiative that has provided screenings to more than 20 million women worldwide and raised funds for breast cancer programs.

In the Philippines, this advocacy takes shape through grassroots activities, community runs, and awareness campaigns. This year, Avon is taking the message directly to the youth through its Pink Campus Tour, which will visit 14 schools nationwide, from Ateneo and FEU to PUP, UP, and even universities in Iloilo, Davao, and Cagayan de Oro.

“Our goal is to reach the next generation of advocates,” Vanee says. “Education and awareness are still the first line of defense. We want young people to understand self-care and share that knowledge with their families and communities. For me, leadership is not just about growth, it’s about making sure we build something meaningful, for the business, for our people, and for the generations who will come after us.”