Amy Choi on the Critical Role of Emotional Intelligence in Leadership

Amy Choi brings over 15 years of experience in social, influencer/creator, affiliate, and e-commerce marketing, working with top brands like Bausch & Lomb, Microsoft, Disney, Unilever, Adidas, Wayfair, and The Home Depot.

At Trade School, she leads efforts to modernise and scale the agency’s influencer offering across industries. Based in New York City, Amy applies her expertise in digital trends and consumer behaviour to drive impactful strategies and measurable client success.

Outside of work, she enjoys traveling and is passionate about wellness, advocating for clean nutrition and products due to her personal experience managing allergies.

LBB> What was your first experience of leadership?

Amy> My first experience of leadership came during the rise of social media, when platforms like Facebook and Twitter were transforming the way people connected. At just 23, I found myself leading a team of coordinators and associates—some of whom were my peers or even more experienced than me. This early opportunity taught me that leadership isn’t about age or title; it’s about fostering collaboration, building trust, and guiding a team toward a shared vision.

LBB> How did you figure out what kind of leader you wanted to be – or what kind of leader you didn’t want to be?

Amy> Observing different leadership styles has been instrumental in shaping my own. I’ve worked with incredible leaders whose qualities I’ve sought to incorporate into my own approach—whether it was their ability to inspire, build trust, or navigate challenges with clarity.

At the same time, I’ve learned that great leadership isn’t about imitation; it’s about authenticity. There are traits I admire in others, but I always ask myself: 'If I led that way, would it feel natural and be effective?' Sometimes the answer is no, because leadership must align with who you are. The best leaders stay true to themselves while continuously evolving, and that’s the balance I strive to maintain.

LBB> What experience or moment gave you your biggest lesson in leadership?

Amy> I can't pinpoint one defining 'a-ha!' moment in leadership, but my biggest lessons have come from failure—and learning how to navigate it. Being a successful leader isn’t about avoiding mistakes; it’s about taking accountability, adapting quickly, and moving forward with confidence.

Failure teaches resilience, and resilience is essential in leadership. The real challenge isn’t just overcoming setbacks but doing so without second-guessing yourself or losing momentum. The ability to own a misstep, course-correct, and continue leading with clarity and self-assurance is, to me, the mark of true leadership.

LBB> Did you know you always wanted to take on a leadership role? If so how did you work towards it and if not, when did you start realising that you had it in you?

Amy> Leadership has always felt like a natural part of who I am. As a first-generation only child, I learned early on how to navigate challenges independently, which shaped my resilience and drive to create meaningful change. While I didn’t set out to be a leader, I often found myself stepping into roles that required collaboration, problem-solving, and a vision for something better.

I truly recognised my leadership potential when I saw how delivering strong results not only impacted clients but also empowered my team. Leadership, to me, isn’t just about achieving outcomes—it’s about understanding people, recognising what drives them, and helping them grow.

By fostering an environment where individuals feel valued and supported, I’ve come to see leadership as less about authority and more about unlocking potential in others.

LBB> When it comes to 'leadership' as a skill, how much do you think is a natural part of personality, how much can be taught and learned?

Amy> I believe leadership is a blend of both natural traits and learned skills. Some people have an innate ability to lead—whether through strong communication, empathy, or decisiveness—but leadership can absolutely be cultivated through experience, mentorship, and intentional growth.

One of the most rewarding aspects of my career has been mentoring junior team members and helping them step into leadership roles. I've seen first-hand that when given the right opportunities, people can develop and refine their leadership abilities. Providing team members with challenges that stretch their skills not only fosters confidence but also reinforces that leadership isn’t just a title—it’s a mindset that can be nurtured over time.

LBB> What are the aspects of leadership that you find most personally challenging? And how do you work through them?

Amy> Leadership is a constantly evolving process that mirrors personal growth. As individuals change and teams grow, adapting to different personalities, work styles, and perspectives can be challenging. One of the most complex aspects of leadership is balancing diverse viewpoints while ensuring alignment toward a shared goal.

For me, the key to navigating this challenge is leading with empathy. Understanding where each team member is coming from allows me to foster meaningful connections and find common ground. By listening, adapting, and meeting people in the middle when necessary, I work through challenges in a way that promotes both collaboration and progress.

LBB> Have you ever felt like you've failed whilst in charge? How did you address the issue and what did you learn from it?

Amy> There have been moments when I felt I fell short as a leader. In those instances, I took a step back to assess what went wrong and why. Rather than dwelling on the setback, I focused on addressing the issue head-on—being transparent with my team about the challenges we faced and inviting their input on how we could move forward together.

This experience reinforced the importance of vulnerability in leadership. Admitting missteps not only builds trust but also turns failure into a shared learning opportunity. It’s through these moments that both I and my team have grown stronger, more resilient, and better equipped to navigate future challenges.

LBB> In terms of leadership and openness, what’s your approach there? Do you think it’s important to be as transparent as possible in the service of being authentic? Or is there a value in being careful and considered?

Amy> For me, the balance lies in fostering an open dialogue where feedback flows both ways—the good, the bad, and the uncomfortable—so we can course-correct and operate efficiently toward our goals.

Emotional intelligence plays a critical role in this.

Leadership isn’t just about being transparent; it’s about being approachable, accessible, and delivering guidance in a way that is constructive and people centred. Creating an environment where individuals feel heard, supported, and empowered is what ultimately drives success.

LBB> As you developed your leadership skills did you have a mentor, if so who were/are they and what have you learned? And on the flip side, do you mentor any aspiring leaders and how do you approach that relationship?

Amy> As I developed my leadership skills, I was fortunate to be influenced by a collective of remarkable female leaders rather than a single mentor. These women—working mothers, executives balancing career and family, and trailblazers who paved the way before me—shaped my approach to leadership. From them, I learned the power of leading with grace while remaining strong and decisive. Their guidance helped me embrace my voice and step confidently into leadership roles, even in moments of doubt.

In turn, I’m committed to mentoring aspiring leaders by fostering a supportive and open environment. I encourage dialogue, share my experiences, and provide constructive feedback to help them navigate their own challenges. My goal is to empower them to discover their unique leadership style, build confidence, and grow into their roles—just as I was supported by the leaders who came before me.

LBB> In continually changing market circumstances, how do you cope with the responsibility of leading a team through difficult waters?

Amy> We live in a world where unforeseen challenges—whether macroeconomic shifts or societal changes—can disrupt the way we work. During uncertain times, my first priority is checking in with my team, both collectively and individually. Understanding how they’re feeling and acknowledging their concerns is critical because leadership isn’t just about decision-making—it’s about people.

I prioritise open communication, fostering a culture where team members feel heard and supported. Creating a sense of stability through transparency and empathy allows us to navigate challenges together with trust. At the same time, I focus on maintaining a clear vision and adapting strategies as needed. Keeping everyone informed and engaged ensures that we not only weather the storm but also find opportunities for growth within uncertainty.

LBB> As a leader, what are some of the ways in which you’ve prioritised diversity and inclusion within your workforce?

Amy> Diversity and inclusion aren’t just company initiatives; they’re core to how we operate and grow. At an agency level, we actively promote inclusive hiring practices by seeking diverse candidates and using structured, unbiased recruitment processes. But beyond hiring, we cultivate an environment where diversity is celebrated, and everyone feels valued.

Regular discussions, workshops, and training sessions help foster awareness and encourage open dialogue around these critical topics. We believe that diverse perspectives drive innovation, creativity, and better outcomes for our clients and communities. By embedding diversity and inclusion into our culture—not just as policies, but as everyday practices—we create a workplace that is stronger, more dynamic, and truly reflective of the world around us.

LBB> How important is your company culture to the success of your business? And how have you managed to keep it alive with increases in remote and hybrid working patterns?

Amy> Company culture is the backbone of success. A strong, values-driven culture fuels employee engagement, productivity, and innovation. When people feel connected to an organisation’s mission, they are more motivated, collaborative, and invested in driving meaningful results.

With the rise of remote and hybrid work, maintaining culture requires intentional effort. We’ve implemented virtual team-building activities, celebrated achievements in creative ways, and ensured regular check-ins between managers and team members to support well-being and professional development. Flexible policies that promote work-life balance have also been key in keeping teams engaged and motivated.

Above all, we continuously reinforce our core values in everything we do—from hiring to performance management—ensuring that culture isn’t just something we talk about but something we live every day. By prioritising connection and alignment, we’ve maintained a cohesive and motivated team, even as ways of working continue to evolve.

LBB> What are the most useful resources you’ve found to help you along your leadership journey?

Amy> Throughout my leadership journey, I’ve relied on a mix of books, training programs, assessments, and mentorship to refine my skills and approach.

Two books that have had a lasting impact on me are The Five Dysfunctions of a Team and The 7 Habits of Highly Effective People. Both provide valuable insights into leadership, emphasising the importance of trust, empathy, and vulnerability in building strong, high-performing teams.

Beyond reading, I’ve benefited from leadership workshops and training programs focused on emotional intelligence, communication, and conflict resolution. These interactive experiences have provided me with practical tools I can apply in real-world situations. One resource I’ve found particularly valuable is behavioural assessments like the DISC Assessment, which helped me better understand my professional work style and how to collaborate and lead more effectively.

Recently, I’ve found LinkedIn to be an increasingly valuable resource—offering a community where industry professionals openly share their career journeys, leadership lessons, and challenges they’ve overcome.

By continually seeking out these resources, I’m committed to growing as a leader and creating an environment where my team can thrive.