by Pat Dunn
What makes a great leader? It’s not titles or tenure. It’s the ability to inspire confidence, foster collaboration, and create an environment where people thrive. MarCom Group’s Vice President of Account Services Siobhan Tabor has built her career on this belief. To her, leadership isn’t about being in charge—it’s about bringing out the best in others.
Siobhan believes true leadership is about staying connected to the people you lead, understanding their needs, and creating space for them to excel. She’s built her career on the idea that effective leaders don’t command attention—they earn trust. They know the best ideas don’t always come from the loudest voices but from those given the confidence and license to speak. And more than anything, they listen.
Siobhan’s humble approach to leadership is likely the product of her humble upbringing. You see, her career has been anything but linear. From starting as a psychology major to working in printing sales and ultimately stepping into the fast-paced world of marketing, she has learned that leadership is less about authority and more about listening, adapting, and empowering.
“I had to adapt. I had to learn and listen to people,” Siobhan shares. “That’s the biggest thing—making sure that everybody feels their thoughts are considered and heard.”
The Art of Coaxing Diverse Talents and Personalities to Work in Concert With One Another
Marketing brings together a wide spectrum of unique personalities—free-spirited creatives, data-driven analysts, and buttoned-up business professionals. Sometimes harnessing the unique skills and attributes of each can be akin to a conductor coaxing the percussion section in a symphony to work in concert with the woodwinds to create something exceptional, where, if viewed in isolation, neither’s role would be nearly as remarkable on its own.
“It’s important to get everybody in a room and have them offer their perspectives,” Siobhan volunteers. “Some people need to be seen and heard more than others, and that diversity of viewpoints is what makes the work stronger.”
She’s also learned that sometimes, stepping back is just as powerful as speaking up.
“I used to lean in a lot—quick to offer my perspective. But over the last few years, I’ve started leaning back more, asking people what they think first. If someone isn’t speaking up, I make a point to ask, ‘What are your thoughts on this?’”
On Difficult Conversations
Workplace conflict is inevitable, but how you handle it can define you as a leader. Siobhan learned early in her career that the key to difficult conversations isn’t avoiding them—it’s approaching them with honesty and as much emotional intelligence as can be mustered in the moment. “I remember in sales training, motivational speaker Zig Ziglar advised, ‘If you feel it, say it gently.’ Although, I don’t always nail the gentle part,” she laughs, “I try.”
In her own practice, Siobhan suggests being upfront, acknowledging emotions, and focusing on solutions is key. “You can’t take away how someone is feeling. They own that. And sometimes, what’s happening in the workplace isn’t even about the work itself—it’s tied to personal experiences or past trauma. Understanding that and approaching difficult conversations from that perspective makes all the difference.”
She says another key aspect of emerging from difficult conversations is the willingness of participants to be self-reflective and growth-oriented. “I appreciate people who are self-reflective. If someone’s always pointing outward and not looking inward, that’s a challenge for me. The best conversations happen when someone says, ‘Yes, I recognize this is something I need to work on,’ and they’re open to change.”
Finding True Confidence and Instilling It in Others Around You
Some say confidence and aggression are two sides of the same coin, but Siobhan suggests they’re worlds apart. According to her, confidence seeks humility, while aggression seeks control. However, it’s easier said than done. Here, perception is the key. In Siobhan’s words, “Confident women are often called aggressive. There’s a fine line, and a lot of it comes down to tone and delivery. Being assertive is about engagement and collaboration—not overpowering the conversation.”
Finding that balance between standing firm and staying open isn’t just about how you speak; it’s about how you listen and adapt your delivery to the unique learning style of each individual. “I set the tone at the start,” says Siobhan. “I say, ‘Here’s why we’re having this conversation. Here’s what I hope we can accomplish.’ It puts people at ease and creates a space for honest dialogue. It’s not about being the loudest. It’s about being heard.” That alone, the aspect of being heard and valued, is priceless for the team.
Because confidence promotes collaboration, this feeling of empowerment in your team grows, and intervention isn’t necessary. “I don’t micromanage. That’s not in my DNA. My job is to enrich the environment and empower my team to make decisions and get wins—that’s what builds confidence. I’ve learned that every time I step in and do something for someone, I take something away from them. Instead, I focus on giving them the tools and space to succeed on their own.”
Final Advice: Don’t Be the Person Who Stifles Others
Siobhan has seen firsthand how some individuals dominate conversations, dismiss ideas, and fail to create a space for diverse thoughts. Her advice? Don’t be that person.
“You might have an MBA. You might have years of experience. But if you create an environment where people feel stifled—where they’re afraid to speak up—you’re failing as a leader.”
“Successful leaders ask and don’t tell. They listen. They meet people where they are and treat others the way they want to be treated and are invested in this approach.”
Patrick Dunn, Senior Writer, MarCom Group
As a Senior Writer at MarCom Group, Patrick Dunn spearheads the writing for Air Force Civilian Service (AFCS), and other key accounts. Over his career, Patrick has crafted campaigns for some of advertising’s most iconic brands, including Hewlett Packard, Snapple, World Wildlife Fund, Hard Rock Cafe, Mobil Oil, Royal Caribbean Cruise Lines, IMAX Theatres, Caterpillar Inc., and more. His reputation for creating clever solutions to strategic challenges has earned numerous industry honors, including Clios, Pioneers, and ADDYs, and his work has been showcased in the prestigious Communication Arts Advertising Annual.
