The Ascentador Questionnaire has its origins in the 19th century parlor game popularized by French writer and philosopher, Marcel Proust. This updated instrument is designed to evoke insights from senior executives to the benefit of our readers and contacts around the world.
Judith Berei
Judith is a dynamic executive with a marketing and business leadership career that spans nearly four decades. A graduate of Bowdoin College and, later, Yale School of Management, Judy held roles in several consumer products companies and across multiple categories before honing her focus on consumer healthcare, driving businesses for Johnson & Johnson, GSK + Novartis, and Sanofi Consumer, where she led both the Rx-to-OTC switch operation and then global New Ventures. Newly appointed as President of Helen of Troy’s $1 billion+ global beauty and wellness division, she has now embarked on fundamental remaking of that business.
Judy’s responses to The Ascentador Questionnaire reveal a level of self-awareness, courage in the face of challenging circumstances, and a powerful, disarming humility that are the keys to her success. We are delighted to share her perspectives which are inspiring, instructive, and deeply relatable.
The Ascentador Questionnaire
1. What core value has been most central to your success?
Only one? I have several that guide my actions, but integrity is the core, in everything I do and in the way I ‘show up.’ Leading with integrity enables me to build trust, which is essential to having a successful and fulfilling professional and personal life. When I say ‘integrity,’ I don’t just mean honesty or uprightness. I also mean authenticity, transparency and respect. Consistently thinking of others is the heart of integrity for me.
2. What qualities do you prize most highly in your colleagues?
Honesty, transparency, humanity, empathy and humor.
3. For what attribute or achievement do you most often hear praise?
Strong leadership skills across people, teams and businesses.
4. For what attribute or decision do you most often fault yourself?
Impatience with others and with myself.
5. Who are your real-life role models?
I have several and though all quite different, they are the ‘connective tissue’ in my life. They include my mother, Marion Wright Edelman, Toni Morrison, Noel Geoffroy, Helene Pamon, and Rupa Bahri. These are all strong, confident women who move the needle without needing to be negative or aggressive. I should also add my executive coach, Peter Berner, who has helped me develop as a whole person.
6. What words or phrases do you most overuse?
“Look forward and reason your way back to the present.”
7. For what fault in others do you have the least tolerance?
Lack of courage, honesty and transparency.
8. What was the most important experience of your formative years?
I am the child of Holocaust survivors, and this taught me a lot about courage and perspective. My mom, now deceased, is the strongest person I have ever known. She had an amazing sense of self, confidence and a certainty that impacted me greatly. I was only 8 years old when my sister passed away, a terrible moment for our family, but given what my mother had already lived through, she remained happy to be alive and to have the chance to keep on giving. She inspires me to this day.
9. What was the first job you ever held and what did it teach you?
I worked at Jean Nicole in sales - - this taught me the importance of earning my own money and how to value the independence it provided.
10.Is your work more challenging now or when you were first starting out?
I have always chosen roles because they challenge me, both early in my career and now.
11.In what area of business have you had the greatest impact?
Setting a clear strategy to drive for disproportionate growth.
12.What has been the most significant setback or obstacle you have had to face?
At 15 years old, I underwent spinal surgery and wore a body cast for 8 months. This became a source of fearlessness in me and it taught me so much about maintaining perspective.
13.What are your main passions outside your professional life?
My family, friends, music and travel.
14.What ambitions do you have that are, as yet, unfulfilled?
I had always said I wanted to become a CMO, but with my most recent career move, I overshot the mark a bit! Now I am focused on bringing everything I can to my new role and to the future of this business.
15.What role, if any, has “luck” played in your career?
Limited, in my case. I think hard work has played a more important role.
16.What experience have you had with “failure”?
Like everyone, I have had my fair share. I think failure teaches you resilience and to appreciate hard-earned success.
17.How has your underlying source of motivation changed over time?
It started out being for me (pride in achievement), then for my family (financial security), but these days I am motivated by being a role model and by ensuring that my team is engaged, happy and satisfied. I want success for them as well as for myself and for the company.
18.Do you have any hopes regarding your “legacy”?
Yes, I want to leave this world a little better than I found it, and hopefully I will have done so with humility, love and humor.
19.If some are born great, some achieve greatness, and others have greatness thrust upon them, which are you?
I am still a work-in-process and have not yet achieved greatness.
20.What motto or slogan best captures your current state of mind?
“Be Bold & Fearless.”