Success becomes tangible when we make inspiring stories visible: Kelly Willems-Smulders, Customer Care Team Manager Front Office, joined CWS in 2011 and in this interview, she gives insights into her impressive career and her role as a female leader at CWS Hygiene.
At CWS Hygiene, developing our employees plays an important role in accelerating gender equality. Today, on International Women's Day, under the motto 'Accelerate Action', we would like to put the spotlight on Kelly Willems-Smulders from Customer Care. A woman who has developed herself and her career with us and has grown with us. She is an example of how equality is not just a vision, but a process that is lived every day at CWS Hygiene.
Kelly, can you tell us a bit about your career and your role at CWS Hygiene?
I have been with CWS for 14 years. During this time I have had the opportunity to hold various positions within Customer Care. I started as a Customer Care Agent and am currently Customer Care Manager Front Office, where I am responsible for the Front Office team in the Netherlands.
During these 14 years I have experienced a lot within the organisation and I can say that no day has been the same. I have had the opportunity to overcome challenges and celebrate successes with my teams. What I enjoy most is working with other departments, both structurally and ad hoc, to find the best solutions for both the customer and CWS.
I look back with great pride on the introduction of Daily Performance Management in the front office, which I helped to develop. It continues to provide us with daily insights and opportunities for improvement.
The growth opportunities within CWS Hygiene have allowed me to develop and I am still grateful for that.
This year's theme for International Women's Day is ‘Accelerate Action’. What does this theme mean to you personally and professionally?
For me, accelerated action means actually doing something rather than just talking about it. Personally and professionally, these aspects are intertwined for me as they influence each other based on my own experiences.
On a personal level, I am inspired to support and encourage other women to pursue their goals by providing the right support and a listening ear. I also share my own experiences and guide them step by step. I try to do this professionally too, which has allowed me to help one of my team members on her way to becoming a team leader.
What role do mentoring and support play in your career development and how do you pass this on to your team?
I always strive to create an open and safe environment where challenges can be discussed. Twelve years ago, my female manager saw something in me that I didn't see in myself. Thanks to her support and guidance, I was able to develop - not only in the hard aspects of the job, such as strategy and decision-making, but also in the softer skills of listening and inspiring.
I still use these lessons every day in my role. Within my teams, I encourage others to recognise their own strengths, give them confidence and support their growth - drawing on my own experiences, which I still look back on with great pride.
How do you deal with challenges that specifically affect women in management positions?
I don't experience these challenges personally. If I did, I would face them head on and certainly not avoid them. However, the most common question or assumption I encounter is the traditional view others have of caring responsibilities at home.
I don't see this as a challenge, but rather as a shortcoming on the part of the other person. In these situations I try to turn it into an opportunity for awareness and understanding.
How has CWS Hygiene supported you in your career and which initiatives have helped you in particular?
CWS has given me the opportunity to truly develop myself. This journey has had its ups and downs, but I have always had the right support. When I started at CWS 14 years ago, I had no ambition to take on a leadership role. However, thanks to the opportunities CWS provided—through education and, most importantly, trust—I started to believe in this path.
For me, the Continuous Improvement training programs revealed the deeper aspects of processes and how to take the right steps. This insight sparked my interest, leading me to pursue a four-year degree alongside my full-time job and family responsibilities. I received full support throughout this journey and was able to apply my studies directly to CWS by conducting research within the company. This gave me a broader perspective on the organization, and thanks to the accessibility of my colleagues, I was able to complete my research effectively. As a result, I managed to complete my degree in just 2 years and seven months.
During my studies, I was given the opportunity to step in for my manager for two months within the Dutch Leadership Team at CWS. This allowed me to immediately apply my academic knowledge to real-world situations. Even though I jokingly referred to myself as the "intern" of the team, I was welcomed and treated as an equal team member from the very beginning.
Do you have any advice for young women who want to pursue a career in management?
Everything is simply possible, and you shouldn’t think in terms of limitations but rather embrace the possibilities. Don’t let obstacles hold you back; instead, use them as opportunities to further develop yourself.
Thank you for this inspiring conversation!
