Designing Growth: How the NUS MBA Helped Swetha Iyer Evolve as a Leader
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Swetha Iyer
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After more than a decade in design and brand strategy, Swetha Iyer reached a turning point. “I realised my thinking was becoming too predictable,” she admits. “I attributed this to always being surrounded by like-minded people. To succeed in the creative field, one needs to think differently — and I felt I needed a mental reset.”
That reflection sparked a bold decision. Swetha began exploring online courses to test her discipline for studying again and quickly rediscovered her love for learning. “During that time, I really enjoyed the process and decided to commit to a structured programme,” she recalls.
The NUS MBA stood out as the ideal fit. Its part-time format allowed her to continue leading her team at Lonsdale Design while deepening her strategic and business acumen. “Balancing this with a full-time job and leading a team wasn’t easy,” she shares. “But I had the support of my former boss, key clients, and my team, who were excited about my decision. Their encouragement and their recommendation letters gave me the confidence to take this path and pursue the MBA.”
Balancing Business, Parenthood, and Personal Growth
Balancing an MBA with a full-time career and raising two children is no small feat. “As the saying goes, it takes a village to raise children. I felt I had a quiet army supporting me through this journey,” Swetha says.
The structure of the NUS MBA helped her meaningfully follow through on other commitments. “The flexibility the program provides, allowing me to select electives and class days that fit my schedule, made planning each semester more manageable.”
She also found creative ways to blend her worlds. “I often brought my family to NUS events, which gave me joy as it allowed both my worlds to merge — I didn’t have to choose between family time and my NUS commitments,” she reflects. “My husband, children, and family were all proud of me, and I believe my kids learned a lot from watching me put in the effort. Leading by example became a powerful motivator.”
Of course, there were tough days too. From work travel to sick days at home, she had to learn to manage. Her strategy? “By breaking things down into bite-sized priorities, the challenges became easier to manage and ultimately more rewarding,” she says. Indeed, it is sound advice for any MBA candidate juggling work, studies and family life.
Swetha at a CNY event with her MBA friends (left), Swetha with her family during a Diwali celebration hosted by CSC
Leading Through Service and Collaboration
But it’s not all work and no play. Serving as Vice President of the Student Council became one of the most enriching parts of Swetha’s MBA experience. “It was one of the most humbling experiences of my MBA journey,” she reflects. “I was already balancing a part-time MBA with a full-time job and family responsibilities, and I often questioned whether I could take on more. But I reminded myself that this might be my last time in university, and I wanted to give it my all — almost like pushing through the final kilometres of a marathon.”
Leading among leaders taught her to redefine what leadership meant. “At work, leadership often comes with experience, seniority, and proven results. In the council, however, leadership required a different muscle: listening, ensuring every voice was heard, and influencing decisions without formal authority,” she explains. “Every council member was already a leader, and every MBA student was ambitious, so traditional leadership traits were not enough. I had to learn to be assertive yet impartial, objective yet inclusive, and always mindful of the greater good of the cohort.”
The experience reshaped her approach. “This helped me further define my leadership style — one rooted in authenticity, collaboration, and staying true to who I am.”
Lessons from the Classroom
For Swetha, every course at NUS offered something valuable, whether through knowledge, habits, or perspective. “Prof. Nalin’s leadership style and powerful Launch Your Transformation sessions gave me the energy and mindset to push through the two years,” she shares. “Prof. Jo’s golf analogies made abstract concepts more tangible, while Prof. Nitin’s case studies and frameworks helped me distill complex business scenarios into actionable solutions.”
She found particular resonance with Prof. Jochen’s Service Management course. “It reinforced many of the principles we strive to apply in the agency world, especially customer centricity and practical problem-solving,” she says. “And external and visiting faculty, such as Prof. Wai Kit and Prof. Zafir Momin, brought in real-world examples that made the learning highly relevant and applicable beyond the classroom.”
Swetha and her teammates working together for a presentation
Expanding Horizons Across Cultures
Having worked across India, Malaysia, Singapore, and Thailand, Swetha was already well-versed in cross-cultural collaboration. Yet, the MBA deepened that perspective. “The cohort at NUS was equally diverse, with classmates from countries such as Japan, Thailand, Vietnam, and China,” she shares. “My prior experience interacting with these nationalities helped me build smooth working relationships and adapt my style to different contexts.”
The discussions often took on new richness. “Being familiar with their markets allowed me to connect with classmates on a deeper level, particularly when discussing branding and marketing,” she explains. “The MBA reinforced not only the importance of cultural sensitivity but also how to leverage diverse perspectives to create richer, more impactful solutions.”
From Creative Director to Growth Strategist
Since completing the MBA, Swetha has transitioned into her new role as Growth Director – APAC at Elephant Design, where her focus has expanded from leading creative teams to driving business growth across the region. “Before my MBA, I was a Senior Director focused on driving business performance and leading teams to exceed expectations. Today, my role has become far more entrepreneurial,” she says.
“The MBA has given me the perspective and tools to take on this expanded mandate,” she adds. “From financial management to marketing, the program has influenced how I analyse challenges, balance short-term goals with long-term vision, and approach every decision with greater depth.”
What’s changed most, she reflects, is her mindset. “It has shifted my approach from being performance-driven to being growth- and strategy-oriented — which is shaping how I navigate this new chapter of my career.”
Swetha at the NUS MBA Commencement
Advice for Working Parents and Busy Professionals
Looking back, Swetha believes that taking on the MBA requires both emotional and professional maturity. “You need to be open and tolerant, recognising that everyone comes with different experiences that enrich the overall learning journey,” she advises.
She emphasises the importance of building a strong support system. “Whether you are a parent or not, the key is having colleagues and family who support your goals — and creating a schedule that allows you to plan effectively,” she says. Outside of family, forming meaningful friendships also makes a difference. “Having a trusted circle where you can share vulnerabilities helps you realise that many others are facing similar challenges,” she says. “Those friendships become a real source of strength.”
Finally, she highlights the value of transparency at work. “Gaining the trust of your manager and team ensures they know you are contributing fully, without compromising, while still pursuing your MBA,” she explains. “With the right support, structure, and mindset, it is absolutely possible to balance it all.”
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