While women have long been striving toward a more equitable workplace, modern data shows that women still have a long way to go before reaching fair representation in the corporate world. According to McKinsey & Company’s annual Women in the Workplace survey, women still remain drastically underrepresented in the corporate ladder despite statistical evidence proving that women drive better outcomes and results for their employees than men. Shattering glass ceilings since she entered Shoma Group as Chief Marketing Officer (CMO) in 2013, Stephanie Shojaee’s newly-announced promotion to president of the multi-billion-dollar Miami development company adds some much-needed representation for women and the Latin community in top-level executive leadership positions, particularly when considering only 4 percent of U.S. C-Suite positions are occupied by women of color as of 2021.
What makes Stephanie so unique, however, is her deep-seated commitment to both femininity and fashion throughout her time at the helm of Shoma Group. Rather than remain restricted by the negative stereotypes of style-conscious individuals in office environments, Stephanie has unabashedly embraced her passion for couture and fashion while managing to guide Shoma Group to new levels of success, offering a masterclass to women everywhere on how to stay authentic to themselves in the workplace.
Fresh off the announcement of Stephanie’s new role as Shoma Group president, the marketing master sat down with us to reveal her secrets to success, style, and how she hopes to inspire other women to follow in her footsteps toward executive leadership positions.
Q: Earning an executive position in a male-dominated industry is no easy feat. What lessons do you hope other aspiring businesswomen can learn from your journey to success, and how do you use your own position to empower other women?
A: The biggest lesson I can give to women today is to be persistent and dedicated. As a woman in a historically men-dominated industry, I have had to prove myself and stand up for my ideas, dating back to when I started out selling real estate. I have found that nothing makes more of an impact to overcome people’s doubts about you than hard work and persistence. I also stress that it’s always important to stay true to yourself and not let anyone change you. Throughout my life, I’ve encountered people who wouldn’t take me seriously because of the way that I dress, as if fashionable women can’t be legitimate business people. I’ve always resisted that and have made a point to dress the way I want. I think self-respect is the first step in getting respect from others. You can’t expect other people to respect you if you’re easily pressured into changing yourself to conform to what other people want.
I try to use my position to create opportunities and lead the way for other women. When I joined Shoma Group, we had very few women on our team, so I set out to change that and started seeking women candidates for open positions and started creating new roles too. Today, I continue to make a deliberate effort to mentor our women employees at Shoma and give them opportunities to grow within our company, especially young women who are just starting out in the industry and are looking to launch their careers. I am proud to say that half of the employees at Shoma today are women, and that the Shoma marketing team I built from scratch is an all-women staff. On a larger scale, I have also tried to increase the visibility of women in leadership positions in real estate through my social media channels. By showcasing what I do throughout my work day, I hope to demonstrate that they, too, can have a seat at the table in the industry and do so while being their complete, authentic selves.
Q: Your entry to Shoma Group as CMO helped elevate the company to new levels of success. How has your unique approach helped the company achieve these repeated accomplishments?
A: I’m proud to say that I’ve been able to dramatically change the way Shoma markets its developments and itself as a brand. I came on board as part of the sales team at Shoma, and I noticed that Shoma wasn’t using any digital marketing, instead they were relying entirely on methods that many people would now consider “old school,” like newspaper ads and direct mail campaigns. I felt that there was a lot of opportunity for Shoma in digital marketing so I shifted my focus at the company and started experimenting and implementing those strategies. I also learned to use Google Ads and found graphic designers and animators to breathe new life into our email campaigns and other digital materials. These efforts gained momentum very quickly and now they’re the primary way we market our projects. I’ve also focused a lot on fine-tuning the Shoma brand. I have always been so impressed by the way Masoud made Shoma into one of the most trusted and respected developers in South Florida and formed a reputation as a market maker. My aim has been to build on that and make Shoma known for our meticulous attention to detail and our focus on creating beautiful, luxurious developments that not only provide great housing but also serve as amazing amenities for the surrounding community.
Q: As the wife of businessman Masoud Shojaee, you’ve had to navigate many decisions at Shoma Group with one another; how have you successfully turned your romantic relationship into a flourishing business one?
A: I have tremendous respect and admiration for Masoud and the thriving powerhouse that he has built. I think what makes us a great professional team is that we have very different perspectives and backgrounds but the same aspirations for the company. As a result, Shoma is rooted in both the foundational practices and wisdom Masoud has gained since he founded Shoma 33 years ago and the new ideas and approaches to developing and selling real estate I have brought to the table. I think this partnership uniquely positions us to be able to stay on the cutting edge as a market maker for years to come. Separately, Masoud and I are impressive, but when you put us together, we are a true force.
Q: Your Instagram has amassed a huge following thanks to the front row seat social media gives to your life. How do you decide what’s worthy of sharing with the public, and what you keep private?
A: I really enjoy sharing my work life on Instagram as a way of promoting the company and giving visibility to working women, especially in this field. I also try to use my platform to show the fun and exciting aspects of building and developing real estate because I think there’s an incorrect perception that the industry is boring. Overall, I try to be as inspirational as I can while still maintaining relatability. For example, between work posts, you can see me using lots of self-deprecating humor about how our dog Pebbles gets more attention from Masoud than I do. I like to show people what I am like in real life while still keeping healthy boundaries, I strive to inspire people and showcase my real self. Working hard and playing hard, as cliché as it sounds, it’s true.
Q: You’ve never sacrificed your love for personal style when it comes to your professional and personal life. How do you manage to balance looking good with working hard?
A: Fashion and hard work are two things that I believe can and should coexist no matter what industry you are in. I think women are often told that they can only have one or the other, that they cannot look trendy and fashionable if they want to be taken seriously in their industry. This is even more so the case in male-dominated industries such as real estate. For me, my love of fashion is merely an extension of my personality and what makes me the woman that I am. People used to take me less seriously because of it, but over time I have demonstrated that I can be just as serious as a man in a hard hat and pants even when I am dressed in designer clothing and heels.
Q: How have you leveraged this flair for fashion into enduring relationships with fashion houses?
A: I have been very fortunate over the years to develop great relationships with amazing visionary leaders in the fashion industry. Being that I am a frequent shopper within luxury brands, I have been building relationships over time, most of which have turned into dear friendships. I am a firm believer in dressing well, and always dress to kill whether I’m headed to the office or to the front row of a fashion show. It’s been a wonderful experience to see my personal style selections resonate so deeply with other women across social media.
Q: Rolls-Royce tapped you as one of eight of their female U.S. ambassadors. How does it feel to accomplish this feat, and what does it mean to you to be the first woman of Latina origin to earn the spot?
A: Being recognized by Rolls-Royce as an ambassador was a surreal and humbling experience. I am the proud daughter of two working-class Colombian immigrants who devoted themselves every day to provide for our family. To be recognized as someone who takes risks, puts themselves out there, and is not afraid to be a trendsetter is such an honor, and I hope that my inclusion as a member of the Latina community can show other women of diverse backgrounds that the possibilities for their success are limitless. I still remember the Rolls Royce letter that read, “Stephanie, much like a Phantom, you have a commanding presence and you never stay in one lane.”
For more on Stephanie and her ground-breaking approach to executive leadership and personal style, visit the Shoma Group president’s Instagram for the latest updates.