In this exclusive CanadianSME Small Business Magazine interview, Anita Booth, Vice President of Marketing & Communications at Women in Payments, shares how two decades in financial services and fintech shaped her purpose‑driven approach to brand building and women’s advancement. From leading a global community across seven regions to mentoring entrepreneurs through writing and podcasting, Anita explains why clarity, belonging, and values‑aligned leadership are powerful growth strategies for small and medium‑sized businesses that want to scale while lifting women and their communities with them.
Anita Booth is the Vice President of Marketing & Communications at Women in Payments, where she leads global brand strategy, membership growth, and community engagement across seven markets: Asia, MEA, Australia, the USA, LATAM, EU–UK, and Canada. With more than two decades of experience in financial services, fintech, and storytelling, Anita has supported large sales organizations, small growing companies, and solo entrepreneurs in strengthening their voice and navigating growth with clarity.
What key experiences shaped your purpose-driven leadership journey in payments and financial services?
My leadership journey has always been rooted in purpose. Early in my financial services career, I realized how powerful it is when people are given access to the right tools, knowledge, and support. It changes their confidence, their options, and sometimes their entire future. That shaped my drive to build programs that genuinely help people.
Leading CSR and financial literacy initiatives showed me how business can serve communities in real, tangible ways. At Women in Payments, I’ve seen how transformative it is when women are recognized and given pathways to lead. Those moments continue to shape my belief that leadership is about service—and the most impactful leaders help others rise.
How do you build a strong global brand and community, and what can small businesses learn from that approach?
A strong brand is built on clarity and heart. At Women in Payments, our purpose advancing women globally—anchors every region we serve. Even across seven diverse markets, we focus on one consistent feeling: belonging. That emotional consistency builds trust and community.
For small businesses, the most powerful strategy is showing up with intention. Know who you serve, what you stand for, and how you want people to feel. You don’t need a large budget; you need authenticity, steady communication, and genuine interest in your audience. When a brand leads with purpose and connection, community follows naturally.
Why should SMBs treat leadership development as a growth strategy—not an extra and where should they start?
Leadership development directly shapes the health and future of a business. For small companies, it isn’t optional—it’s foundational. Strong leaders build trust, empower teams, and create stability during growth or change.
You don’t need a big program to start. Begin with self-awareness, clear communication, and opportunities for people to step into responsibility. Encourage mentorship, celebrate wins, and create space for learning. Even simple, consistent practices transform culture. Leadership is ultimately about capacity: when SMBs grow leaders, they grow their business.
How can small businesses align marketing, CSR, and partnerships in an authentic, sustainable way?
Authenticity starts with knowing what you stand for. Small businesses don’t need large CSR budgets; they need alignment between their values and their actions. At Women in Payments, our mission guides everything—from our content to our partnerships and that clarity builds trust.
SMBs can replicate this by choosing causes that naturally connect to their business, integrating purpose into storytelling and customer experience, and forming partnerships with organizations that share similar values. When marketing, CSR, and partnerships support the same message, the brand becomes memorable, consistent, and deeply trusted.
What final advice would you share with SMB leaders who want to grow while staying true to their values and supporting women’s advancement?
Values are a powerful anchor. When leaders make decisions based on purpose—how they hire, how they communicate, how they support people—they create workplaces where employees feel safe to contribute their best.
Supporting women’s advancement is part of that commitment. Diverse teams bring stronger insight, innovation, and resilience. SMBs can create meaningful impact by offering mentorship, encouraging women to lead initiatives, and ensuring their voices shape decisions.
Growing with intention ensures success is not only measurable, but meaningful. When purpose guides leadership, businesses thrive from the inside out.
Disclaimer: CanadianSME Small Business Magazine publishes this interview. The views and opinions expressed are those of the interviewee and do not necessarily reflect the official position of CanadianSME. This interview is intended for informational purposes only and does not constitute legal, financial, or business advice.
