Championing Compassionate Leadership in Professional Services: Amanda Lee’s Inspiring Journey

Winner of the WiBF 2024 Achievement in Professional Services Award

Amanda Lee, Chief Marketing Officer at SW Accountants & Advisors, is not your typical CMO. With over 25 years of experience in professional services and a passion for people-centric leadership, Amanda’s journey is one of resilience, authenticity and purpose. Recently honoured with the 2024 Women in Banking and Finance (WiBF) Award for Achievement in Professional Services, Amanda spoke with WiBF CEO Stephanie Girard in a heartfelt conversation on leadership, grief recovery, diversity, and leaving a legacy that matters.

Recognition for a Lifetime of Contribution
For Amanda, winning the WiBF award was more than a personal achievement, it was a powerful moment of reflection. Nominated by SW’s Chair, Stephen O’Flynn, Amanda described the experience as “quite a shock.”

“I’m usually the one behind the scenes pushing others into the spotlight,” Amanda shared. “Reading the criteria made me pause and realise just how much I’ve done, it’s really been a culmination of my journey.”

Leadership Through Empathy and Authenticity
Amanda’s leadership philosophy is rooted in being unapologetically herself, a quality that hasn’t always been easy to maintain.
“Being yourself in the workplace can rub some people the wrong way,” she admitted. “But it’s also earned me strong support and allowed me to advocate for others who feel like they don’t have a voice.”

From confronting difficult conversations with senior leaders to advocating for staff wellbeing, Amanda’s strength lies in leading with compassion. She encourages leaders to consider, “If this was your child entering the workplace, would you accept how they’re being treated?”

Transforming Grief into Growth
A deeply personal chapter in Amanda’s journey was navigating the loss of five immediate family members in just two years. It changed her life and her career direction.
“I asked myself: What am I good at? What do I really want to do with my life?” The result was a pivot into grief recovery and life coaching, where Amanda now runs workshops, particularly around emotionally difficult times of the year and integrates grief literacy into corporate settings.

Overcoming Gendered Expectations in Leadership
Amanda reflected honestly on the complexities of being a woman in leadership, not just in relation to men, but also among women.
“Not all women are prepared to raise other women up,” she noted. “We’ve sometimes been rewarded for adopting masculine leadership traits, and that can reinforce competitive behaviour.” Nevertheless, Amanda is heartened by the progress made, especially as traditional barriers like exclusionary ‘boys club’ activities fade away.

Championing Learning & Development in Accounting
Another standout aspect of Amanda’s career has been her creation of learning and development programmes for accountants. While technical competency remains critical, Amanda identified that communication and emotional intelligence are what truly set professionals apart.

“It’s not about the numbers. It’s about the people,” she explained. “Clients want trust and communication and so do team members.” From public speaking coaching to soft skills training, Amanda has helped shape a new generation of accountants who lead with empathy and authenticity.

Mastering the Art of Work-Life Balance
Despite her many achievements, Amanda remains humble about balance.
Her practical approach includes understanding her own energy cycles, leveraging flexible work and recognising when to rest. With the help of her supportive family, including her daughter Sasha, her husband, and even her German Shepherd Axel. Amanda finds moments of rejuvenation through nature walks, early starts and community involvement.

Leaving a Legacy of Kindness and Compassion
Looking ahead, Amanda is finishing a Diploma of Mental Health, has two books on grief and recovery in development and is leading exciting projects at SW, including the firm’s 90-year celebration and hosting of an international conference.

“In my career, I want to be part of building a culture that is caring, kind, and compassionate,” Amanda shared. “In the community, I want to change how the world thinks about grieving.” Her ultimate goal is to normalise grief support in the workplace, creating more open, supportive cultures for employees navigating personal loss.

Advice for the Next Generation

Amanda’s advice to aspiring professionals is simple, yet powerful: “If you love people and the journey of self-discovery, professional services marketing is for you. Marketing fundamentals haven’t changed. What matters is bringing your authentic self and playing to your strengths.”

Amanda Lee’s story is a reminder that leadership isn’t about titles, it’s about impact. Through vulnerability, resilience and a deep commitment to human connection, she is redefining what it means to lead in professional services. As she continues to break new ground in corporate and community spaces, Amanda is helping shape a future where compassion is as valued as competence.

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This podcast was recorded on 18 November 2024. Since then, Amanda has completed her Diploma of Mental Health and, in a full-circle moment, is once again a finalist in this year’s awards this time in the Mental Health category, which holds deep personal meaning for her. Congratulations, Amanda Lee, and thank you again for sharing your story with us.