What playing the role of Wicked’s Elphaba taught me about leadership, representation, and owning your story

As told to Shawn Lim by Nadiya Omar.

Nadiya Omar is a fractional marketer who has worked for the likes of Mindshare and UM. She auditioned for, won and played the role of Elphaba for Universal Studios Singapore’s “A Universal Christmas” from November 2024 to January 2025, which was based on the movie Wicked. In this piece, she writes about what leaders can learn from her experience of playing the role of Elphaba.

It was one of those classic rainy afternoons in Singapore’s CBD. People scurried back to their offices, caught off-guard by the sudden downpour.

But I wasn’t in a rush. One of the small luxuries of working for myself is having the time to pause. So, I took shelter under a building, indulging in some people-watching and scrolling through WhatsApp.

That’s when a message popped up from a friend: “Do you know anyone (Black, for context) who might be interested in playing Elphaba for a Wicked activation at Universal Studios Singapore?”

My immediate thought? It’s me. I’m the one you want.

My heart raced. A wave of nervousness and exhilaration washed over me, as if I’d been asked to audition for the actual Broadway production. This wasn’t a stage role, just a character activation at a theme park, but it felt much bigger.

I have been a die-hard Wicked fan since I first watched it in London 15 years ago. I’ve belted out Defying Gravity countless times, dreaming of what it would feel like to embody Elphaba.

Until that moment, I hadn’t realised how much Wicked meant to me.

The business of Wicked: Why representation pays

Movies and shows like Barbie, The Handmaid’s Tale, and Black Mirror have proven that stories reflecting societal struggles resonate deeply. They spark conversations, ignite debates, and dominate box offices because they reflect real, lived experiences.

Wicked is no different. Elphaba’s journey of being ridiculed and ostracised for something she can’t change (her green skin) mirrors the experiences of anyone who’s been “othered.”

Casting Cynthia Erivo, a Black British actress, as Elphaba in the film adaptation wasn’t just representation for representation’s sake. It was a powerful statement.

For the first time, I felt honoured to be chosen for what makes me visibly different. It’s something I’ve often tried to suppress. But this was different.

Representation isn’t about being “woke.” It’s about accurately reflecting the world we live in. And let’s be honest. Diverse representation sells. Wicked is on track to be one of the highest-grossing Broadway adaptations of all time.

This isn’t a coincidence. It’s proof that inclusivity is good business.

Pride, prejudice, and the power of storytelling

Growing up, I was used to being the only one, or one of the few in every room. In school, university, and even in my professional life. It’s a reality I learned to live with, but it was never easy.

There’s a scene in Wicked where Elphaba walks into a party wearing her iconic hat. She’s mocked and laughed at. But she dances anyway. Fiyero comments, “It’s as if she doesn’t care what people think.” Glinda replies, “Of course she does. She just pretends not to.”

That scene hits hard because many of us have had to “pretend not to care.” Whether it’s being the only woman leading a meeting, coming out to friends and family, or being a junior employee daring to challenge the status quo, it takes guts.

For me, it’s about navigating the intersection of race, gender, and cultural difference in professional spaces. I’ve done well, but like Elphaba, I’m constantly reminding myself to accept and love every part of who I am.

Everyone deserves the chance to fly

I’m not a professional actress, but I don’t need to be to recognise the impact of casting a Black woman as Elphaba. Representation matters. And it starts with leadership.

Companies need to take the first step whether that’s reviewing the diversity of their workforce, adopting inclusive hiring practices, or simply listening to underrepresented voices.

Businesses aren’t in the game of social virtue; they’re in the game of profit. But here’s the thing: representation drives profit.

Marketing and media are industries built on understanding people. Yet leadership often overlooks the very diversity of the audiences they aim to reach. In diversity, equity, and inclusion (DEI), I believe that if you focus on diversity first, equity and inclusion will follow. It’s a starting point.

Leadership and the law: Making representation a standard

True representation requires more than isolated success stories. It demands industry-wide change. That’s where leadership and legislation come in.

Visionary leaders, like Wicked director Jon M. Chu, understand the value of authentic representation. But when discrimination persists, only laws can enforce lasting change.

In corporate environments, exclusion isn’t always overt. Poor behaviour is often disguised as “professionalism.” Elphaba’s persecution in Wicked mirrors how dissenting voices in the workplace can be weaponised against them. No HR policy can fix that. But conscious leadership can.

Something has changed within me…

I’ve always been vocal about fairness in the workplace. It’s why I connected with Elphaba the first time I saw Wicked. Her resilience inspired me to keep pushing forward, no matter the cost.

I have cried while singing Defying Gravity, because it’s more than a song. It’s a call to embrace our power, our individuality, and our purpose.

As a leader, I encourage my team to prioritise passions and interests beyond work. We’ve been conditioned to believe our careers define us, but that mindset limits our creativity and authenticity.

I did that for years, suppressing parts of myself to fit into professional expectations. But I’ve learned I can’t be the best leader, creator, or communicator unless I bring my whole self to the table.

The real lesson for brands and leaders

If there’s one takeaway from my brief moment stepping into Elphaba’s shoes, it’s this: leaders need to see their people as humans first, not just job titles.

Authenticity and inclusion aren’t “nice-to-haves”. They are business imperatives. Representation in media and marketing isn’t just about fairness; it’s a strategy for growth and success.

Everyone deserves the chance to fly.