The Culture Award
Celebrating women who have fostered a positive organisational culture, prioritising inclusivity, psychological safety, and employee well-being. These women have created environments where people feel empowered to thrive and do their best work. Because as we know, EX greatly impacts CX.
Winner!
Susanna Baqué
Senior Director Global Customer Experience, SCIEX
Susanna Baqué is an exceptional global CX leader whose work at SCIEX exemplifies how inclusive, human-centred leadership can transform not just teams, but organisational culture. With over 25 years of experience in life sciences and a PhD in Chemistry and Biochemistry, Susanna blends scientific precision with deep emotional intelligence, creating cultures where people thrive and customers feel the impact.
As Senior Director of Global Customer Experience, she has championed psychological safety, inclusivity, and empowerment as essential drivers of performance and innovation. Through her leadership in SCIEX’s Women and Friends Associate Resource Group, Susanna has helped create platforms for honest dialogue, mentorship, and allyship—elevating underrepresented voices and supporting personal and professional growth.
Susanna’s unique strength lies in her ability to lead with vulnerability. By sharing her personal health journey, including her experience with sudden menopause, she has courageously opened the door for conversations around well-being and mental health at work—topics often left unspoken. Her authenticity has encouraged others to speak up, creating a ripple effect of openness, trust, and compassion across global teams.
The judges were deeply impressed by both the scope and spirit of Susanna’s work. One judge noted:
“You demonstrate how psychological safety can be operationalised—not just as a value, but through behaviours that foster real trust and inclusion.”
Another shared:
“Your passion for people shines through. You’ve built something meaningful, and your vulnerability sets a powerful tone for others to follow.”
Susanna’s impact is clear: increased engagement, allyship, and collaboration, as well as a more human workplace where individuals feel seen, supported, and empowered to lead. She is a shining example of what it means to create culture with intention, and why empathy and courage are the hallmarks of truly inspiring CX leadership.
Highly Commended!
Dr. Hui Wu-Curtis
Director, Customer Service, SmartRent
Dr. Hui Wu-Curtis is a powerhouse of cultural transformation. As Director of Customer Service at SmartRent, she has redefined what inclusion, empowerment, and psychological safety look like—proving that real culture change starts with leadership that listens, engages, and takes action.
With over 20 years in executive roles across industries, Hui recognised the need to shift her organisation away from siloed, task-focused work to one rooted in transparency, collaboration, and shared success. She rolled out a new management philosophy across the business, introduced open communication forums like “Wednesdays with Hui,” and developed leaders to think more inclusively and strategically.
Her approach has created lasting change. Under Hui’s guidance, the team has seen meaningful improvements in service delivery, employee morale, and internal collaboration. Customer experience metrics improved significantly, while staff retention and engagement rose—clear signs of a team that feels empowered, valued, and connected to purpose.
Judges praised the depth and reach of her work. One said:
“This was one of the most comprehensive cultural efforts we’ve seen— Dr. Hui didn’t just shift a team dynamic, she modelled the kind of leadership that transforms organisations.”
Another shared:
“The individual stories of growth and empowerment were outstanding. Hui’s commitment to developing others—especially underrepresented talent—is truly inspiring.”
Hui’s impact is personal and systemic. From mentoring emerging leaders to dismantling unhealthy competition and fostering shared innovation, she has created a culture where people feel safe to speak up, take initiative, and grow. Her leadership reminds us that cultural change isn’t just about values on a wall—it’s about embedding care, curiosity, and courage into every interaction.