From Resilience to Influence: A Leaders's Journey in Global Trade

By: Asha Menon, Vice President, Global Customs Regulatory Affairs, DHL Express

Asha Menon has over three decades of expertise in customs and international trade, having served as Malaysia's first female Customs Attaché in Brussels and ASEAN's first female official at the WCO. She leads global regulatory initiatives, promoting trade facilitation, supply chain security and customs-trade cooperation.

In a thought-provoking interaction with Women Entrepreneurs Review International magazine, Asha shared her journey from a young law student to a global customs leader. She also shares powerful lessons on resilience, adaptability and purpose-driven leadership, emphasizing empathy, courage and authenticity as the core of his success.

Initially what inspired you to pursue a career in customs and international trade, and how your journey shaped your leadership perspective?

I joined Customs because I needed a job. My father passed away while I was studying law, and my mother began selling cakes to make ends meet. I was already in my first year of law when I applied, with little knowledge of Customs.

I worked during the day and attended classes at night, leaving home at 5.30 am and returning close to 10.30 pm four days a week. It was exhausting but built my endurance and discipline. I was born into a Chinese family but adopted by an Indian family, so I always felt different. That difference later became an advantage; it helped me adapt to any environment and lead with empathy.

Transitioning from a national customs officer to a diplomat and then a WCO expert is remarkable. What personal experiences helped you adapt to these diverse roles?

Every new role arrived before I felt fully prepared. When I joined the MY Customs International Division, I was suddenly immersed in global meetings, serving as a rapporteur, writing reports, and engaging with senior officials from various countries. Later, when I became Malaysia’s first female Customs Attaché, I arrived in Brussels and, two weeks later, had to support the Prime Minister’s delegation as a protocol and liaison officer.

At one point, I was assigned to assist the Prime Minister’s wife, which was quite a surprise, given I had no diplomatic training and had only been there for two weeks! Joining the WCO Secretariat later was both exciting and daunting. Suddenly, I had to help develop global Customs standards, find solutions, and represent the WCO at international events. Leadership, I realised, is not about knowing everything but about being prepared, adaptable, and brave enough to learn in public.

Being the first female Customs Attaché from Malaysia and the first ASEAN female technical officer at WCO must have had unique challenges. Can you share an anecdote from that period?

When I joined the WCO, the change was considerable. In Malaysia, I represented a single country; at the WCO, I was accountable to 186 Customs administrations. My role now has a global scope, assisting members in finding practical solutions, setting standards, and promoting harmonisation. I had to master my subjects thoroughly because countries looked to the Secretariat for answers. It was demanding, but it shaped my leadership in a new way.

Leadership at that level means balancing authority with approachability, being confident enough to lead, yet humble enough to listen. It taught me that leadership isn’t about control; it’s about empowering others to succeed collectively.

Organising global conferences with over a thousand international attendees is impressive. What personal insights or moments during these events shaped your approach to leadership?

One year, I had to organise three major meetings back-to-back alongside the WCO Global Conference. It was a demanding process, involving late nights, continuous coordination, and numerous moving parts. Funding was limited, so we also had to be inventive in securing sponsors and partners. What helped us succeed was teamwork and trust.

I often worked until midnight, checking details, but also made sure to check on my team. The conference’s success wasn’t just about logistics; it was about unity. It reinforced for me that people perform best when they feel supported and appreciated. True leadership is about uplifting others, not standing above them.

Working closely with the private sector across cultures requires diplomacy and trust, how did your personal experiences influence your ability to bridge public and private interests?

Having worked in both Customs and the private sector, I see that both sides aim to do the right thing; they simply view it differently. My role has always been to bridge that understanding. Regulators focus on control; businesses on speed. Both are correct from their perspectives.

I’ve learned that what you don’t know, you don’t know, so my job is to bring that missing knowledge together so both sides can make informed decisions. That’s where leadership comes in: creating understanding where there was none. For me, success isn’t just about reaching agreement; it’s about building respect and trust so cooperation becomes natural, not forced.

LAST WORD: Advice for aspiring Women Leaders in Global Trade & Customs

Don’t wait for everything to be perfect before you start. I joined Customs by chance, but I took every opportunity that came my way. As women, especially in Asian cultures, we bear many roles: professional, wife, mother, daughter, and maintaining balance is never exact. I used to work after my children had gone to bed and kept learning even when I was exhausted. You’ll face judgment, but let your work speak for itself.

Don't wait for an invitation to create your own space; bring substance instead. Expertise, cultural awareness, and persistence will carry you further than you expect. Find your rhythm, supported by good colleagues, mentors, friends, and family. Leadership doesn’t mean becoming someone else; it means remaining human, approachable, and eager to keep learning. I have never stopped being myself, whether as a regulator or in private business. For me, leadership is about staying true to your values while encouraging change.