How Amanda Donahue is breaking the Downstream supply chain’s highest glass-ceiling

 

 

By Steve UMIDHA

There’s a gendered hypothesis that women CEOs are more risk-averse than their male counterparts.

But recent trends suggest that isn’t the case anymore, as a growing number of female executives continue to shatter stereotypes and expectations – taking on leadership roles and breaking through the barriers and rising to a top job when things are dire – even where the risk of failure is high.

This phenomenon is known as the Glass Cliff effect – a phrase that first gained prominence nearly two decades ago, in which women are more likely to be appointed to precarious leadership positions in poorly performing organizations, while in contrast their male counterparts are more likely to be appointed to stable leadership positions in successful organizations.

Watch Amanda Now: https://www.youtube.com/watch?v=vFR7smLuquk&t=167s

The term was first coined in 2005 by British professors Michelle K. Ryan and Alexander Haslam of University of Exeter, United Kingdom, which represents a subtle, yet dangerous form of gender discrimination that may limit workplace diversity as well as women’s ability to become successful leaders.

Industries like oil and gas, mining, construction and building, auto and mechanics, or carpentry are some of the sectors where women have had to fight for representation and recognition.

However, women like Amanda Donahue, the Chief executive officer (CEO) of Proto Energy ltd, have made significant strides in the field of LPG space for instance and her achievement thus far is a testament to the importance of perseverance, resilience, and the willingness to challenge the status quo.

In taking such precarious positions where there’s a greater risk to fail, Amanda has continued to thrive in the face of adversity, and rightly so.

Women like her have trekked dusty lonely roads, tripped on dewy grass, and still, have ascended and became the faces of greatness and excellence even when odds were against them.

At the forefront of Kenya’s downstream oil and gas market, the delightful former executive at ride-hailing company Uber, is giving the industry’s ‘wall street heavy hitters’ a fresh perspective, in a sector that has struggled to attract, retain, and promote women.

“There’s a lot of testosterones that is going through the market. And you know, behind every good man there’s a good woman. I mean I have been embraced successfully with my male counterparts,” opens up Amanda during an interview with me at the firm’s Nairobi office.

She’s quick to point at the treatment she was bestowed when an opportunity to lead Proto Energy came calling nearly four years ago.

“They (industry male CEOs) have been very welcoming over the years. We all have the same goal and mission and they can appreciate what I am here to do. My leadership style may be a little different and my take on the market might be different, but it is well embraced.”

Exploring the ‘tricky’ Oil & Gas Market as a woman

“You definitely have to hold your own in the conversations. But I think it was noticed more at the beginning, like she’s a female…what does she know. But we understand this industry.

And nowadays, I do not think it is a topic of discussion anymore, I am just one of the boys,” says the poised and amiable Amanda – a mother of 7.

Watch Part Two: https://www.youtube.com/watch?v=lxzuoR3MfI4

She is an articulate voice today, with over 7 years’ experience in the oil and gas sector. An outstanding leader with numerous palms to her name.

“I have had this experience my whole life. From the time I was in the US, to coming here to Kenya…and usually I have been the sole female at the table. It has been an ever- evolving journey.

So, you need to be on your game, you need to know your data, you need to know your facts and to speak with absolute truth and transparency, and let anyone who wants to come for you, come for you since you have nothing to hide,” offers Amanda, who describes her leadership style as ‘hands-on’.

“We move fast, my team knows this. We are not afraid to try new things and everyone has a voice. I don’t want perfection paralysis because it will never be perfect.”

Indeed, under her leadership, Proto Energy has experienced remarkable growth, with her expertise leaving a lasting and positive impact since she took over in 2021, particularly in people development and brand visibility.

“What is unique about Kenya is that there is a massive opportunity to grow the industry. LPG market penetration is considerably low to where it should be compared to other markets.

And so, myself together with my competitors, we are not trying to fight each other, we are trying to grow the market and that’s where the focus should be,” asserts Amanda, whose idea to grow the local market is to “create an LPG framework that is unmatched,” and one that is in support of the market, as opposed to ‘overregulating’ the market.

“This will allow Kenya to really shine on an African platform for what the regulation can mean and the benefits it can have to the household level.”

Use of Innovation like Artificial Intelligence (AI) to boost efficiency

“How do we innovate LPG? It is always a question people laugh at when I say there’s a lot of innovation to be done in this space.

But AI plays a key role in that. Ai has played a pretty important role I would say, in the last few months on the prediction levels…it can really sip into every area of the business,” she says.

Drawbacks and resolves

Nonetheless, despite her success in the male- dominated industry, Amanda concedes that the sector still contends with certain challenges like counterfeit and the general safety in the use of LPG products.

“It is not a one-size fits all. Counterfeit for example is a concern for everybody, for my customers, are they buying legitimate cylinders? It is something that needs to be addressed. At Proto Energy for instance our products have unique features to determine the authenticity of our cylinders.”

She advocates for a concerted and a multi-sectoral national awareness campaign, one that “doesn’t invoke fear.”

“We have to take action in our own hands, we do not have to wait for the regulator,” she reveals, on how best to tackle the sector’s challenges including the safety use of LPG products.

Future ambitions

“We are not done until we hit the 90 million households,” she says of her immediate targets at the firm.” That is where they focus it. We also have some exciting partnerships we are keen on this year (2024) as well as opportunities with the region, I am really excited.”

Adding that, “For us, for me specifically, I want to see a pink or red cylinder gas in every home in Kenya. I want it to be the relied source of energy for cooking.

I want customers to look at us as the only option when it comes to safety and quality around LPG. And I want people to know that they can get pro gas or sea gas cylinder anywhere, at any time and conveniently purchase wise. And finally, I want to see a pro-gas cylinder at every school across the country.

And I want the brand not to only stand as ‘slay queen’ but for quality and safety, and that is something we’ve pushed from day one where we don’t compromise and do not cut costs…that is where I want to see the brand,” concludes Amanda.

Proto Energy is a subsidiary of Africa Oil and Gas Limited that supplies liquified petroleum gas for domestic and industrial use. The company owns both pro-gas and Sea-gas brands.

Watch AMANDA’s interview here: https://www.youtube.com/@financial_fortune_media