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Closing the year with our final Mover and Shaker, Fallon Paul—a trailblazer in the global spirits industry and Global Development Lead at William Grant & Sons—epitomizes what it means to lead in a traditionally male-dominated field.

It shouldn’t be surprising that Fallon Paul – the powerhouse in the global spirits industry and Global Development Lead at William Grant & Sons, is redefining what it means to be a frontrunner in a traditionally male-dominated field. While her peers were demurely playing with Barbies—she was riding quad bikes across open fields and making money moves with her very own kid-sized enterprise.

In 2010, the Nelson Mandela University graduate left the vibrant coastal town of Port Elizabeth for The Mother City before eventually moving 9,000 kilometers to London. With only her family visa, a few belongings, and the belief that she would establish herself as a force in the global marketing landscape—creating something bigger than herself—she left.  

Nine years later, the FMCG brands’ patron saint of disruption has done just that – using her expertise to bridge markets across continents and shape the future of some of the world’s most iconic brands. Ahead, Paul parleys on passion, persistence, pluck, and paving the way for future generations of female leaders in the corporate world.

SHE GREW UP on a smallholding in Theesecombe, Port Elizabeth. “We had a lot of space,” she recalls of her childhood. With animals ranging from dogs and rabbits to cows and donkeys, it was a lively home where creativity thrived.”

HER PARENTS fostered an environment rich in design and entrepreneurial spirit. “My dad is a property developer, and my mom is an interior designer – and it’s reflected in our family home. It was always homely, family-orientated, and a lot of fun.” 

HER CHILDHOOD dream was to be a Marine Biologist. “I love the ocean and the natural world,” she muses, “but I’m also creative, and I’ve always been entrepreneurial.”

SHE WAS a competitive gymnast from an early age. “From around eight years old, we would go on tours around the country, and to pass the time traveling, we used to make necklaces in the back of my Dad’s VW Kombi. So, one interest led to another.” 

HER FIRST business venture included making and selling jewelry. “I used to sell glass bead necklaces and earrings to friends and family, which led to a career at KTV market days. We used to make so much jewelry, and it sold out every time. There was a bead shop in Newton Park we used to go to every week to get our supplies, and then we escalated to bigger wholesale outlets in Cape Town. That was the beginning of realizing I could make money from doing something I loved, and it didn’t feel like work.”

SHE CREDITS her after-school work in brand activation as her gateway into consumer behavior and brand development. “As I got older, in my late teens, I started doing promotional work; back then, it was better pay and hours than working in hospitality – that was where I realized, ‘Oh, this is marketing!”

HER EARLIEST mentor was her grandfather. “He was the corporate figure in our family, and he gave me a lot of advice on navigating my way through the business world,” Fallon says. Equally important were her parents, whose belief in her and her chosen path provided constant support, even when she veered from the expected course.  “My parents always believed in me and supported my choices. Even though wanting to study advertising was completely new to them, they trusted me to forge my own way.”

SHE BEGAN her professional journey in The Mother City.  “I moved to Cape Town to start a role at SABMiller managing regional brand execution for global brands like Peroni and Miller – working in the beer industry sets you up pretty well,” she adds. But her move to London nine years ago solidified her place in the global marketing scene. “The shift happened when I joined William Grant & Sons, the Scottish whisky company,” she explains. Her educational background in marketing and FMCG experience gave her the confidence to transition seamlessly into the highly competitive world of spirits.

SHE COLLECTS qualifications. “I studied for a Marketing Diploma at NMU as PE didn’t have an Advertising school; I was advised to build a foundation in Marketing skills and then specialize in advertising.” During her studies, she worked for Red Bull and then later British American Tobacco in roles similar to that of a Brand Ambassador nowadays; before pursuing a Law degree and a Masters in International Marketing at the University of Sussex. “I realized Law would give me a better understanding of the business world – the nuts & bolts of contracts, Trademark Law, and General Commercial Law. I’ve since completed a Masters during the pandemic, and I completed it in February this year.” 

SHE’S DRIVEN by continuous learning. “Whether it’s gaining new insights into consumer behavior or exploring ways to enhance the brand value. I enjoy disruption, and those brands who do that well inspire me professionally.”

SHE PREFERS to put a positive spin on negative experiences by reframing them as teachable moments. “Once I started working, I had more bad bosses than good ones, but you learn the most from them!” 

HER PROUDEST ACHIEVEMENT is her work on the Glenfiddich brand. As Global Marketing Manager for Glenfiddich, she had the opportunity to lead high-profile campaigns for one of the world’s most recognized whisky brands. “I felt I could shape my career for the long term within the spirits industry,” she reflects. But the work didn’t stop there— “In an industry that is predominantly men, the global marketing team is 60% woman in our business, and there are some incredible female leaders who have impacted my career and my life for the better.” Her career progression saw her balancing commercial and marketing strategies across Africa and Europe. “It’s a bridging role,” she explains. “I connect global brand teams with local markets to execute campaigns that resonate with diverse audiences, with my focus being the African and European regions. [As a result of my background] I feel I’m well placed in understanding the dynamics of these markets.”

SHE THINKS that “marketing is about people,” Fallon emphasizes. “People are the magic ingredient, so if you understand what is driving behavior in society, you can tap into that with your brands and be relevant in people’s lives.” Her role involves more than pushing products; it’s about creating meaningful customer connections. Her customer and brand marketing expertise gives her a rare edge, allowing her to craft campaigns that convert and build long-term brand loyalty. “I’m always looking at how we can connect with consumers on a deeper level,” she adds.

ON BRANDING. “Working in South Africa, an emerging market that is vibrant and full of opportunities, you can activate brand campaigns fairly easily with few barriers to entry. In a market like England, with so many choices, you have to be savvy in executing your campaign for consumers. Having good basics in place sets you up for success and makes decision-making easier and faster, and it’s something you learn from your studies but mostly from work experience.”

SHE PREFERS to nurture her creativity in various ways. “I travel a lot, both for work and for R&R, so that ticks a box for experiencing different cultures and seeing different countries around the world, and that energizes me,” she shares. Her extensive travels fuel her creativity, offering new cultural insights that enrich her professional work. When she’s not exploring new destinations, you’ll find her at the gym, practicing yoga, or spending time with her cat, Lola. 

SHE’S READING ‘No Rules Rules’ by Netflix CEO Reed Hastings. “I love reading and have always had a bookshelf full of books wherever I’ve lived,” she adds. 

HER PROFESSIONAL ETHOS centers on leadership that blends strategy with empathy. “As a female leader, I want to see more people like me,” she asserts. “The industry still has a long way to go to see women CEOs and CMOs as the norm.” As a female leader in a male-dominated industry, Fallon is committed to paving the way for future generations of women in marketing and business development. “I think my role in whatever title I have in the future starts now, and it’s to be part of something bigger than just myself. The momentum is growing, and it feels good to be part of those conversations,” she says. 

HER STYLE has evolved. “As it does for most of us, and I believe in feeling good whatever I wear and wearing it confidently. Fashion should make you feel something; I love that it’s playful.

HER FASHION icons include Grace Kelly, Iris Apfel, and Coco Chanel. “Popular culture is a driving force for most things, but the style icons I adore transcend ‘fashion’ and are classic authentic trendsetters not defined by what’s currently trending on TikTok.” 

SHE’S INSPIRED by leaders who demonstrate a blend of strategic vision and empathy, creating environments where teams feel valued and driven to succeed. 

SHE DESCRIBES her younger self as obsessed with the beach and surfwear brands. “I look back on some photos and cannot believe I thought vests and board shorts were a thing! I had short, peroxide blonde hair at one stage, and I thought that was super edgy and cool.”

ON REFLECTION, it defined that she loved disruption: “I love the courage of that young woman.”

Delon le Roux is a project manager and freelance fashion writer. Formerly an editorial and runway model in Asia, he holds a bachelor’s degree in Media, Communications, and Culture from Nelson Mandela University, complemented by a recent master’s degree in Strategic Management and Business Law.