BRAVE COMMERCE Podcast Summary
Episode: Andrea Zahumensky on Leading with Care, Speed, and Authenticity at Kimberly-Clark
Release Date: June 26, 2025
Host/Authors: Rachel Tippograph (Founder & CEO of MikMak) and Sarah Hofstadter (President of Profitero)

1. Personal Vulnerability and Leadership

The episode opens with Rachel Tippograph and Sarah Hofstadter delving into the personal side of leadership, discussing the emotional challenges executives face. Rachel shares a poignant moment from her career:

Rachel Tippograph [04:20]: "I cried at a board meeting, and it was horrible. I was so embarrassed, I had to end the board meeting."

Sarah reflects on the impact of showing vulnerability in leadership roles:

Sarah Hofstadter [06:26]: "Crying at work can be viewed as a sign of immaturity, especially early in your career. However, when positioned correctly, it can breed trust and demonstrate genuine care."

This conversation sets the tone for the episode, emphasizing the human aspect of leadership and the balance between vulnerability and professionalism.

2. Introduction of Andrea Zahumensky

Rachel introduces Andrea Zahumensky, the President of North America Baby and Childcare at Kimberly-Clark, highlighting the company's impressive 150-year legacy.

Rachel Tippograph [09:16]: "When we think about all the brands that we've had on the show, very few of them can claim that they've been around for over 150 years, like Kimberly-Clark."

3. Kimberly-Clark’s Longevity: Innovation and Care

Andrea outlines the foundational pillars that have sustained Kimberly-Clark through centuries:

Andrea Zahumensky [09:50]: "There are two core elements that make Kimberly-Clark special: an unrelenting focus on solving consumers' needs through innovation and science, and a profound culture of care."

She cites the creation of Kotex as a prime example of innovation driven by consumer need:

Andrea Zahumensky [10:35]: "During wartime, women needed better solutions for managing periods. Kimberly-Clark responded by inventing pads, thus creating the feminine care category."

Emphasizing the importance of care, Andrea explains how the company invests in consumers, employees, and communities:

Andrea Zahumensky [12:00]: "We care about consumers, each other, communities, and solving world problems like sustainability. This deep-seated care drives our investments and innovation."

4. Navigating Challenger Brands and Market Dynamics

The discussion shifts to the challenges posed by new entrants in the market due to lowered barriers to entry:

Andrea Zahumensky [17:06]: "Challenger brands have poked at areas where we atrophied a little. This has been a wake-up call to sharpen our strategies and better meet consumer needs."

Andrea shares Kimberly-Clark’s strategic response to these challengers:

Andrea Zahumensky [18:47]: "We assess our competitive advantages versus theirs. We focus on what sets us apart and leverage our strengths to remain leaders in the marketplace."

5. Balancing Care with Speed and Agility in Leadership

Andrea discusses how Kimberly-Clark maintains agility despite its large size:

Andrea Zahumensky [20:03]: "Our entrepreneurial DNA keeps us low on bureaucracy. We make weekly decisions on significant matters, drastically reducing go-to-market times and enhancing project launch speeds."

Sarah complements this by highlighting the balance between critical mass and hunger for growth:

Sarah Hofstadter [19:41]: "Having critical mass with massive hunger allows us to push ourselves and our partners without being hindered by our size."

6. Operational Agility and Global Scale

Andrea elaborates on how Kimberly-Clark leverages its global presence to respond swiftly to market changes:

Andrea Zahumensky [22:01]: "We tap into global scale without forcing it, allowing us to respond to tariffs and market shifts faster than smaller competitors. It's about 'global might to the local fight.'"

7. Essential Skills for Future Leaders

When discussing future leadership, Andrea emphasizes the paramount importance of maintaining a consumer-centric approach:

Andrea Zahumensky [23:16]: "The consumer is the ultimate decision maker. Leaders must consistently bring focus back to the consumer’s needs to drive success."

8. Case Study: Innovation in the Diapers Category

Andrea presents a compelling case study on Kimberly-Clark’s strategy in the diapers market amidst declining birth rates:

Andrea Zahumensky [24:30]: "We introduced our next-generation premium diapers to the mid-tier market first, addressing both quality and affordability. This flipped the traditional approach and has been well-received by consumers."

Rachel adds a personal touch to the discussion:

Rachel Tippograph [26:26]: "I might be your newest customer because my wife and I are due in August!"

9. Authentic Leadership and Embracing Emotions

Andrea shares her journey towards authentic leadership, moving away from masking her emotions:

Andrea Zahumensky [26:56]: "The bravest thing I've done is commit to authenticity. I stopped squeezing my butt cheeks to hide my tears and now embrace my emotions openly."

She explains how this authenticity fosters trust and creativity within her team:

Andrea Zahumensky [27:58]: "Everyone on my team has seen me cry. This openness has unlocked more flow, creativity, and trust, enhancing my leadership."

Sarah appreciates Andrea’s transparency:

Sarah Hofstadter [30:08]: "The unapologetic representation of emotion is so special. I'm going to try the butt cheek thing!"

10. Conclusion and Final Thoughts

Rachel wraps up the episode by encouraging listeners to engage with other leaders who embrace authenticity:

Rachel Tippograph [30:42]: "If you like what you heard and want to hear from other execs who bring their whole selves to work, check out our episodes with leaders from Colgate Palmolive and Georgia Pacific."

Andrea expresses her gratitude and enthusiasm for the conversation:

Andrea Zahumensky [30:58]: "Thank you so much. This was fun."

Key Takeaways

• Innovation Driven by Consumer Needs: Continuous innovation based on solving real consumer problems is crucial for long-term success.

• Culture of Care: A deep commitment to caring for consumers, employees, and communities fosters sustainable growth and loyalty.

• Agility in Large Organizations: Maintaining an entrepreneurial spirit and minimizing bureaucracy enables large companies to compete effectively with smaller challengers.

• Authentic Leadership: Embracing vulnerability and authenticity can build trust, enhance creativity, and strengthen team dynamics.

• Adaptation to Market Changes: Leveraging global scale and agile decision-making helps navigate changing market landscapes and respond swiftly to challenges.

Notable Quotes

• Andrea Zahumensky [09:50]: "There are two core elements that make Kimberly-Clark special: an unrelenting focus on solving consumers' needs through innovation and science, and a profound culture of care."

• Rachel Tippograph [26:26]: "I might be your newest customer because my wife and I are due in August!"

• Andrea Zahumensky [26:56]: "The bravest thing I've done is commit to authenticity. I stopped squeezing my butt cheeks to hide my tears and now embrace my emotions openly."

• Sarah Hofstadter [06:26]: "Crying at work can be viewed as a sign of immaturity, especially early in your career. However, when positioned correctly, it can breed trust and demonstrate genuine care."

Conclusion

In this insightful episode of BRAVE COMMERCE, Andrea Zahumensky shares her journey of leading Kimberly-Clark with a blend of care, innovation, and authentic leadership. She highlights the importance of staying consumer-focused, fostering a culture of care, and maintaining agility within a large organization. Andrea’s candid discussion about vulnerability and authenticity provides valuable lessons for aspiring leaders aiming to build trust and drive meaningful change within their organizations.

For more inspiring conversations on commerce and leadership, tune into future episodes of BRAVE COMMERCE.