We asked Martina Craine, CEO of ClevaMama, to share with us some insights on her experiences and how she draws inspiration from the environment around her, role models she had during her careers, practices or approach she has taken in their organisation to create a more inclusive workplace, and what does the slogan “Embrace Equity” means to her.

ClevaMama was founded in Ireland in 2003 by sisters, Suzanne Browne and Martina Craine, and is now a multi award-winning, trusted baby brand, sold in over 40+ countries.

Voltedge: What is your current role and how long you have held this position?

Martina: I am the CEO of ClevaMama but I have an additional function to that of the duties of a CEO. I am also the Head of Research and Development. My greatest passion is developing new products, there is such a thrill in seeing a product come from concept and being placed on a shelf.

Voltedge: Where do you draw inspiration from?

Martina: For my role as CEO, I am reading a lot. At the moment, Rhythm by Patrick Thean for practical advice and The Answer is Yes – Now What’s The Question by Neville Wright for inspiration.

Voltedge: During the course of your career, was there a role model or mentor that stands out for you?

Martina: There have been many inspirational people over the years but none that I vehemently tried to emulate, except for my own parents, both very hard workers and so clever, there was nothing they couldn’t do and my mother was always inventing things to make practical tasks easier, she is still at it ! A very remarkable woman.

Voltedge: What does the slogan ‘Embrace Equity’ mean to you?

Martina: I am not sure I like this angle to be honest. It’s not equal but it’s fair – I would ask you to define fair when you are dealing with two people. In that scenario, who is getting equity and who is getting fair. I think if we relate this to empowering women around the world, it might not be equal but is it equal to the relativity of where they are in the world – that I’m up for. If I need €100 here to start a business of choice and they need €20 there to start a business of choice, then that is what both should have. Relative to that individual to make it equal.

Voltedge: What practices or approach have you taken in your organisation to create a more inclusive workplace?

Martina: I don’t ask anything more than can you do the job. If the answer is yes, then you’re included. However, subconsciously, we try to make our company a place for everyone, and the more diverse, the better. We firmly believe that difference adds value to our lives personally and professionally.

Voltedge: What is your favourite quote and why?

Martina: Oh, that can change depending on the scenario. Personal life – do on to those, what you would have them do on to you – because I am not a religious person but we have to have something spiritual or guidance to keep our moral compass pointing us in the right direction. Professionally – what you learn in the morning, you apply in the afternoon – one I made up years ago. As a small company, you have to be so agile that you had to be able to turn on a penny, so if we learnt something new that could help – we applied it immediately. Right now, they are tired of hearing me say – If it’s not measured, it’s not managed ! We try to embed more meaningful KPIs, these must be reviewed, refreshed and adjusted regularly.