Caroline Gurney has been CEO of Future Generation since 2021, the charitable investment group that is Australia's first listed investment company to combine financial and social returns. Caroline has also served on the board since 2019.
Caroline Gurney is well known in media circles and was the Managing Director and Head of Marketing and Corporate Communications for Australasia and Deputy Communication Officer for Asia Pacific at UBS.
Before joining UBS in 2002, Caroline was Vice President and Director of Corporate Affairs for Asia Pacific at Citibank. In addition to her roles in Australia, she worked in Singapore, Hong Kong, and London.
Caroline is also a member of the Ascham School Council and the Centennial Park & Moore Park Trust, a director of Our Watch, a charity focused on preventing violence against women and children, an ambassador for the Australian Indigenous Education Foundation, and a former member of Chief Executive Women.
How Caroline Identifies Herself as a Brand and Sets Herself Apart
Caroline expressed her deep appreciation for brands and the values they embody.
Having collaborated with renowned brands in the financial services sector, she never considered herself a brand in her own right.
Instead, she identified herself as the CEO of Future Generation—an integral role that held great significance for her.
Being entrusted with decision-making, Caroline understood the expectations placed on her by shareholders and her dedicated team.
Caroline acknowledged that her position as CEO was further reinforced by the support of Future Generation's boards and chairs.
While others might perceive her as a brand, she didn't view herself solely as Caroline Gurney but as someone striving to remain relevant and excel in her role.
She strongly desired to perform exceptionally well, driven by her unwavering commitment to integrity, trustworthiness, and work ethic.
In her eyes, being associated with a brand meant being an integral part of the company she worked for.
Caroline explained that her association with Future Generation began during her tenure at UBS, a highly esteemed and widely recognised brand.
Having dedicated 18 years of her career to UBS, she also served on the board of Future Generation Australia alongside Geoff Wilson and other exceptional individuals for three years.
During her time on the board, Caroline demonstrated a genuine commitment to the core values of Future Generation, which emphasised the importance of generating investment returns while making a positive social impact.
The company recognised her passion and believed she could propel it to the next development phase. They also witnessed firsthand her contributions and efforts while serving on the board, which instilled a sense of trust.
The company acknowledged Caroline's possession of the necessary skills and ensured she would receive adequate support during the transition from a vast global organisation like UBS to a comparatively smaller yet agile boutique firm.
The decision to appoint Caroline was founded on trust and the belief that she would guide the company towards future growth.
Although Caroline acknowledged the association of her personal brand with hard work, she also emphasised effective communication, articulating the company's objectives, and delivering a profound impact
Caroline expressed her strong desire to make a meaningful difference, which was important to her.
She firmly believed that she could only assume the CEO role in an organisation with a clear purpose.
While she acknowledged the possibility of working for another organisation, it would require them to truly uphold their values and have a sense of purpose.
Caroline remained deeply committed to her current endeavour and was determined to see it progress to the next stage.
She recognised the transferability of her skills across different contexts. However, what mattered most to her was aligning her personal values with the organisation.
To ensure this alignment, Caroline conducted thorough due diligence by engaging extensively with the CEO and other board directors, delving into the intricacies of their work and values.
Caroline emphasised the significance of believing in the work one does. In her view, without a genuine belief in the cause, one could never reach their full potential, not only for personal growth but also for the benefit of shareholders in the company.
What Happened When Caroline’s Values Were Challenged?
Early in Caroline's career, she encountered a situation where her values were tested.
Fresh out of college with her degree, she worked for a small marketing company. It was a founder-led company, and the founder's son was also part of the organisation.
Caroline couldn't help but notice that the direction the son wanted to steer the company in didn't align with her own values.
Realising that she didn't feel comfortable with this misalignment, she decided to explore other opportunities in the job market because she knew that voicing her concerns would have no real impact on the situation.
Now, she understood that every role she pursued had to enable her to make a meaningful impact and remain true to her own beliefs and aspirations. This lesson has stayed with her over the years, influencing her decisions in every subsequent role she has taken on.
In every role, Caroline believed there lies a challenge that fuels her engagement and commitment.
She considered herself fortunate to have worked for an exceptional company in London, where she is now an alumnus. This company, known as the leading financial marketing agency in the UK, still maintains a strong connection with her.
When Caroline joined the firm, she found deep resonance with its values and beliefs, which allowed her to work on accounts that ignited her passion.
As Caroline dedicated herself and excelled in her work, she swiftly ascended to the partner position.
The firm's dedication not only to its clients but also to its employees left a lasting impression on her.
She was inspired to work even harder for an organisation that fostered such a remarkable culture. Since that experience, Caroline has always sought out companies with great cultures, a mindset she cultivated during her twenties.
Once one discovered a fantastic culture, she believed it was worth cherishing and never giving up.
When Caroline reminisced about her twenties, she recalled her strong desire to explore opportunities abroad. During that time, she diligently explored numerous job prospects.
Being in her twenties, she had the advantage of being a versatile professional capable of taking on various roles.
Caroline eventually joined Citigroup, and her position entailed serving as the regional head for a segment of the consumer bank and the private bank in Asia. She found great fulfilment in this role, primarily due to the company's robust culture.
As a new business in the Asian market, they had an exceptional management team that she wholeheartedly believed in.
Together, they ventured into untapped markets, driven by a genuine commitment to quality following the Asian crisis.
Transitioning to UBS, Caroline held a deep admiration for the remarkable culture of Australia. She actively embraced and contributed to it.
Acknowledging the industry-wide impact of events like the Royal Commission and the Aged Care Commision, she affirmed the significance of selecting an organisation that aligns with one's values, where an individual can be relevant and make meaningful contributions.
How Others Perceive and Value Caroline's Leadership Qualities
Several years ago, Caroline had the privilege of attending a captivating presentation on personal branding by a remarkable lawyer. The event occurred approximately 15 years ago, but its impact on her was profound.
She distinctly remembered being in awe of the speaker's insightful explanation of personal branding.
During the presentation, the lawyer posed a question to the audience, asking if they had chosen to retain their maiden names. Caroline distinctly recalled the response: "Yes, I did." The reason behind this decision became apparent as Caroline delved into conversations with various individuals.
It became evident that establishing a strong network, nurturing connections, and maintaining a lasting impression were not easy tasks in a highly competitive and challenging world.
Inspired by the lawyer's teachings, Caroline began to identify three key elements that she believed were crucial to personal branding, concepts that had also been discussed in my book.
The importance of being a trusted advisor, actively participating in conversations, and remaining relevant through hard work resonated deeply with her.
One component of Caroline's personal brand was her integrity and reputation, which were well-known and highly regarded. However, her personal brand extended beyond that. It encompassed a holistic view of her identity.
If one were to observe Caroline outside the work environment, within her family, a different side of her would be apparent.
As a mother, a wife, and a friend, she was known for her caring nature and willingness to go out of her way to help others, regardless of their background or circumstances.
Caroline's personal brand also extended to her community engagement. People didn't just perceive her in a professional capacity; they saw her as someone who could provide support and enhance the values and mission of the community initiatives she was involved in.
While this role didn't fit the traditional CEO hat, it was an important aspect of her overall brand.
Caroline held positions on several boards, including Our Watch, a prominent non-profit organisation dedicated to preventing violence against women and their children, which received government funding.
She also engaged in philanthropic activities, and her involvement in these organisations allowed her to exercise different skills, such as influencing, advising, and opening doors for positive change.
Caroline took great pride in the achievements made through her contributions, as she recognised the importance of using her skills to help others.
How To Build A Positive Professional Reputation
Caroline reflected on a significant incident from her previous work in the media industry. It revolved around a complex transaction that required her involvement.
As the deal progressed, she encountered a situation where she was urged to convey a particular message without fully comprehending its meaning or agreeing with its appropriateness.
Caroline was taken aback by the suggestion to simply deliver the message as instructed. She refused to compromise her integrity by relaying information she didn't fully understand or believe in.
Determined to maintain her reputation for honesty, she took a different approach. She proactively reached out to a journalist involved in the matter, admitting that she was uncertain about the details and hesitant to provide misleading information.
Caroline remained silent instead, recognising that her reputation was more significant than any deal. She firmly believed in the importance of being truthful and transparent, even if it meant responding with a "no comment."
Throughout her career, Caroline witnessed numerous instances where individuals tried to deceive others, only to face the consequences later on.
She held the belief that everything she shared should withstand public scrutiny. If her words were to be published on the front page of a newspaper the next day, she wanted to stand by them with pride and confidently share them with her loved ones, knowing that she had spoken the truth.
Learning How to Stand Out and Succeed
When Caroline worked in Asia for Citigroup and contemplated a move to Australia with the same organisation, she conversed with Gordon Dickinson, who held a co-CEO position alongside Chris Mackay.
During their discussion, Caroline expressed her desire to relocate to Australia. The executives inquired about her potential contributions, highlighting that they represented the leading investment bank in the country.
Given that their interactions were limited to phone conversations, they questioned the rationale behind employing her without any prior face-to-face meetings.
In response, Caroline enumerated her extensive professional background, having worked in London, Singapore, and Japan. She emphasised her comprehensive understanding of media dynamics in these regions and her track record of making a positive impact.
Caroline also mentioned her involvement with the Citigroup Foundation, where she contributed to projects related to microfinance and various other areas.
Confident in her capabilities, Caroline firmly believed she could offer a distinctive perspective. Recognising the importance of differentiation in Australia and the wider Asia Pacific region, she stressed the value she could bring to the table.
Intrigued by her response, the executives sought clarification on what precisely set her apart. In reply, Caroline highlighted her unique perspective, which she believed was crucial for setting oneself apart and excelling in the competitive landscape of both Australia and the broader Asia Pacific region.
Following the conversation, Chris Mackay extended a job offer to Caroline, culminating in a challenging dialogue requiring her to delve deep into her capabilities.
The unexpected nature of the questions forced her to reflect and articulate her value proposition. She passionately conveyed her determination to learn and adapt swiftly, despite acknowledging her lack of prior experience in investment banking.
Reflecting on the interview, Caroline found it an enlightening experience where she had to define her skills and what she could contribute. The desire to secure the role fueled her efforts throughout the process.
Ultimately, Caroline commenced her tenure in a relatively junior position but ultimately ascended to the board, earning a spot on both the local and Asia Pacific boards. This achievement was a testament to her relentless dedication and unwavering commitment.
How to Stay Relevant and Thrive in Your Career
Caroline employed various techniques to maintain her organisational relevance, consistently delivering results. She was diligent in her communication efforts, constantly engaging with others and bringing them along on her journey.
Networking also played a crucial role, as Caroline made a point to attend as many relevant events and gatherings as possible.
She professionally approached her interactions, always willing to take on tasks when others were seeking assistance.
A notable moment occurred when Caroline sat down with Matthew Grounds, a highly esteemed banker, and Chris Mackay.
They thoroughly examined the landscape, analysing journalists, opinion leaders, and other influential figures. Through this collaborative effort, they formulated a comprehensive plan. Caroline wasted no time in putting the plan into action.
Throughout her career, she had the privilege of working under exceptional leaders whom she viewed as mentors or coaches and individuals who excelled in their respective fields.
Seeking their guidance and advice became a consistent practice, ensuring that she learned from the very best.
Caroline believed that actively seeking opportunities to help others and consistently going above and beyond in her role played a significant role in maintaining relevance.
To ensure her ongoing relevance, Caroline always had a well-thought-out plan. The realisation struck her during a conversation when someone asked about her three-year plan, prompting her to reflect on her one-year plan and consider extending it further. Determined, she developed a comprehensive long-term plan.
Recognising the diverse goals of the 15,000 shareholders across different generations, Caroline knew that doing her best required extensive knowledge. So she immersed herself in reading, devouring newspapers, blogs, and social media content.
She sought wisdom from industry gurus through textbooks and even indulged in novels to foster meaningful connections with others.
For Caroline, maintaining relevance meant actively engaging with shareholders. She firmly believed in the power of roadshows and personal interactions to connect with stakeholders.
Recognising that she couldn't be an expert in everything, she leveraged the expertise of remarkable individuals, such as exceptional not-for-profits and fund managers, bringing them along when necessary.
Caroline believed demonstrating generosity and giving back was key to maintaining relevance.
She was convinced that people naturally gravitated towards understanding the motivations behind such acts.
The government's pledge to double philanthropy and social impact by 2030 made it a pertinent topic, ensuring anyone engaged in that conversation remained relevant.
In Caroline's view, relevance extended beyond societal matters and encompassed personal lives as well.
It was essential for individuals to have a voice and actively participate in shaping their own existence. She cherished her diverse group of friends, each contributing unique perspectives.
Some focused on their work, while others devoted their time to non-profit organisations or held positions in publicly listed companies.
Caroline valued the different dimensions they brought to her life and vice versa.
Friendships held particular significance for Caroline, especially those with fellow parents.
Recognising that children go through various stages of growth and development, she found solace. She sought guidance from friends who had experienced similar milestones, even as her daughter grew older.
Caroline emphasised that she never assessed people based on their job titles or material possessions. Instead, she valued their character and contributions to their friendships, appreciating the essence of who they were as individuals.
The Power of Having Mentors and Guides
Caroline attributed her upbringing to having a significant influence on her character, instilling her with essential skills and values.
Her family played a pivotal role in shaping her, teaching her the importance of loyalty, faithfulness, and other life lessons.
Caroline's grandmother, hailing from Sheffield, had a humble background and worked in the coal mines. Caroline vividly recalled her grandmother's advice to find happiness in work and friendships—a sentiment that deeply resonated with her.
She internalised that while jobs could change multiple times throughout one's career, cultivating lasting friendships required continuous effort akin to commitment in marriage and family.
Therefore, family held immense significance for Caroline, and she frequently sought guidance from her husband, Matthew, whom she regarded as the person whose opinions mattered most to her.
Caroline was often the only woman in the room throughout her professional journey. However, she considered herself exceptionally fortunate to have been guided by remarkable women and men who played vital roles in her success.
Their mentorship and support propelled her forward, and she acknowledged that she wouldn't have achieved her current position without them.
Making a Positive Impact by Mentoring Younger People
Caroline expressed a deep inclination towards mentoring and providing opportunities to younger individuals, driven by her own experiences.
Whenever someone approached her seeking guidance, she found it difficult to refuse. Her immediate response would be an enthusiastic "Yes!"
She had mentored numerous young women throughout her career, although she had mentored only a handful of young men.
She would typically lend her guidance during pivotal moments in their professional journeys, such as when they contemplated making changes or sought assistance in navigating large organisations—areas where she had successfully traversed herself.
Caroline took pride in mentoring remarkable Indigenous women through the Australian Digital Education Foundation.
The experience proved immensely fulfilling for her, and she acknowledged the valuable lessons she learned.
Reflecting on her time with these mentees, Caroline remarked that it would be easy to say she learned more from them than they did from her.
She also believed the mentor-mentee relationship was mutually beneficial, with both parties contributing to each other's growth and development.
Caroline firmly acknowledged the importance of mentoring others, emphasising its value for personal and professional growth.
Caroline’s Wisdom for the Younger Generation
Caroline acknowledged the challenges of starting and striving to establish one's reputation and personal brand.
She noted that securing desirable roles and excelling in them can be quite daunting. However, she firmly believed in the power of persistence.
Caroline emphasised the importance of trying repeatedly and persevering, for she was convinced that genuine effort would eventually yield positive results.
In her view, building a successful career requires patience, so you must remain steadfast in defining your values and personal identity.
Caroline recognised that change played a vital role in personal growth. Whether switching industries or reevaluating one's own convictions, these experiences offered valuable insights into one's individuality.
Asking questions played a significant role in Caroline's approach. She encouraged others to be inquisitive, for it was through curiosity that one garnered attention.
Caroline believed that standing out didn't always necessitate constant showmanship. Rather, it could be achieved by posing relevant questions, actively participating, expressing willingness to take on challenges, and demonstrating a strong presence.
She regarded these qualities as key components in making a lasting impression.
Final Messages
I want to thank Caroline Gurney for sharing her insights and experiences with us.
Thank you for listening to this episode. Please leave a five-star review and subscribe for more episodes if you enjoyed them.
If you'd like to learn more about developing your personal brand, please visit garrybrowne.com.au to get in touch or grab a copy of Brand New Brand You.