Q&A: Zdenka Micallef, head of marketing and communications – Australia and New Zealand, Fujitsu General Australia

Zdenka Micallef’s marketing career showcases adaptability and balance. From her early days at NRMA to leading marketing for Fujitsu General across Australia and New Zealand (ANZ), Zdenka has navigated diverse industries, personal milestones, and evolving professional landscapes. Her focus on values-driven leadership and prioritising work-life harmony underpins her approach to empowering teams and driving impactful results.

Q. You’ve worked for some big-name brands across multiple industries, from insurance to fast moving consumer goods (FMCG). How did it all begin, and what brought you to Fujitsu General?

A. I started my marketing career at NRMA while still at university, working part-time lodging car claims before an opportunity came up for a marketing assistant role, and that’s where my journey began. From there, I took on various roles, including sponsorship manager, working with key partners like the Salvation Army and Volunteer Rescue Association. I then moved into the supermarket industry with Woolworths, initially managing in-store media and setting up the first Fresh magazine before moving into brand management and media planning.

Life’s priorities often shape career decisions so, when my children were young, I pivoted into pharmaceuticals to develop my brand and product management expertise by working on a tangible product in the infant nutrition category. Over time, I returned to Woolworths more broadly, joining Big W as a senior brand manager for Own Brand and exclusive brands like Peter Morrissey and Michelle Bridges. Then, the Fujitsu General team reached out at just the right time for me to make a shift, and I’ve been here ever since, advancing to lead marketing across Australia and New Zealand (ANZ). Although it was a new industry for me, the role’s potential and my manager’s vision convinced me to take the leap.

Q. Big, established brands like that often come with a lot of opportunities for collaboration. What’s your philosophy on building and supporting teams?

A. Leadership starts with emotional intelligence and understanding people. I’ve done a lot of self-work—reading and undertaking courses on leadership—to better understand how to connect with and support others at different life stages. I always approach my team members as individuals first, and I believe that creating a culture of openness, trust, and honesty is essential. It’s important to recognise when someone isn’t having their best day and offer them a safe space to talk. I’ve always drawn heavily from Brené Brown’s principles, particularly “stay out of judgement, get curious,” which guides my approach to driving courageous and authentic feedback within my team.

We prioritise both professional and personal growth through team commitments, quarterly feedback sessions, and open conversations. These efforts strengthen relationships and ensure we’re aligned, both as individuals and as a team.

Q. A good team environment always makes the workplace more engaging and inviting, and you’ve been with Fujitsu General now for nearly a decade. What do you value most about the organisation, in addition to your team?

A. Fujitsu General’s strong focus on values is a standout in the business. Our PRESTO values—act positively, show respect, strive for excellence, safety first, teamwork, and ownership—aren’t just words; they’re embedded in everything we do. Every six to twelve months, we’re asked to demonstrate how we’ve lived these values, which nurtures a consistent, values-driven culture across the organisation.

As a certified mental health first aider, I’m proud to support our focus on safety, which includes both physical and mental wellbeing. Being available for colleagues who might be struggling is incredibly rewarding and aligns with my leadership philosophy of seeing the whole person, not just the employee.

Q. Work-life balance is a recurring theme in your journey. How has your approach evolved over the years?

A. Work-life balance looks different for everyone, and it’s important to respect that. Flexibility wasn’t as available early in my career as it is today. As a working mum, I’ve often had to log off at 5:00 PM to manage family responsibilities and return to work later in the evening. For me, balance isn’t about rigid schedules; it’s about creating flexibility that works for the individual. I encourage my team to define work-life balance in ways that align with their personal circumstances.

Wellbeing is also a big focus. I make time for activities that fill my “happy jar”, whether that’s pilates, walking the dog, or listening to music. These small investments in myself help me stay centred and ready to tackle challenges at work; we’re more effective professionally when we’re in a good place personally. I’m also a big believer in practising what you preach. Taking time to recharge and focus on my personal wellbeing first lets me show up better for my team; it’s like putting on your own oxygen mask first before helping others. Encouraging my team to prioritise their wellbeing in the same way is equally important.

Q. Work-life balance has seen renewed focus in recent years with the pandemic. Have any other trends emerged that you believe deserve a similar focus?

A. The laser focus on digital marketing from modern brands has been transformative; however, it’s also created an opportunity to revisit traditional channels. Another major trend is the push for efficiency across regional operations. At Fujitsu General, we’ve focused on streamlining marketing efforts across ANZ to reduce duplication and deliver a more cohesive strategy. While we still prioritise local market differences, this approach has better aligned our messaging and driven greater results and resourcing efficiency.

Q. Diversity and teamwork have given you a strong foundation for your career. What other advice would you give to aspiring marketers navigating a complex and always evolving landscape?

A. Get as much experience as possible across different industries and roles. Marketing is such a diverse field and, the more you explore, the more well-rounded you become. I’ve worked in everything from in-store media, sponsorships to product launches, and each experience has enriched my perspective and helped me to grow personally and professionally. I’ve seen firsthand how transferable skills create adaptability and open doors to unexpected opportunities.

The balance between digital and traditional marketing also holds important lessons. People are now overwhelmed by digital content, and we’re seeing a return to tactile experiences like direct mail and in-person events. These approaches have become critical for cutting through that digital noise and reconnecting with audiences on a more personal level. Exploring both disciplines will create a well-rounded marketer. Though digital marketing is so crucial, building a balanced skill set supports the integration of both online and offline tactics for more cohesive and effective marketing campaigns.

Beyond that, it’s crucial to keep learning, whether that’s through seminars, short courses, or collaborating with agency partners. Marketing is constantly evolving, and staying curious lets you remain adaptable and ready to take on every new challenge. Lastly, it’s essential to know yourself and what you want. Your career is a journey, and it’s important to take paths that align with your personal and professional goals. Helping others find their path is equally rewarding, and I’ve always valued supporting my team’s growth alongside my own.