As someone who’s spent over two decades in the tech and advertising world, I’ve seen first-hand how quickly the landscape evolves.
Today’s fast-paced digital age is a double-edged sword—while it’s exciting to see new advancements, it also means that the next generation needs to be ready for an ever-changing world.
As a parent to daughters, I’ve realised the importance of preparing them not just with technical skills, but with the soft skills that will make them leaders in tomorrow’s world. It’s no longer enough to just understand how AI, data science and novel technologies work—future leaders also need to understand how these tools will be used.
The need for balanced skill sets
If we want the next generation to thrive in this brave new world, whether it’s young women in the workplace or those aspiring to lead in tech and other industries, it requires a mix of both hard and soft skills. On one hand, hard skills like coding, data analysis, and AI literacy are now core fundamentals, but on the other, soft skills such as creativity, leadership, and adaptability are essential for effective teamwork and innovation. Encouraging continuous learning and agility in how technologies are applied will prepare young people for the challenges ahead.
For me it’s essential to foster a mindset of constant curiosity – staying informed about new advancements, and building the ability to adapt to ever-changing tools and systems.
Accelerating opportunities for women in STEM
Despite the growing recognition of women in technology, women still make up only 29% of the STEM workforce. Regardless of significant efforts to close the gender gap, many barriers still exist. At the university level, the uptake of STEM courses continues to be male-dominated, with the percentage of female graduates making up just 27%. Fewer graduates mean fewer candidates for roles in the professional world, where women are often underrepresented in technical roles, particularly in industries like ad-tech, which require highly specialised skills.
This imbalance is not just about numbers. It’s about creating an industry-wide shift that fosters inclusivity and support. Encouraging girls to embrace STEM education in nurturing and empowering environments can help them overcome these obstacles. By building on the momentum that is already growing by championing the amazing success stories of so many women in these roles we can empower the next generation of women to succeed in these fields.
Success in this field is also not dependent on having a specific degree. My own background is in the humanities which provided me with many transferable leadership skills such as critical thinking, inventiveness and strategic skills which I enhanced with technical hard skills when I started my media career.
The role of self-advocacy
I learned early on in my career that success isn’t just about having the right skills. It’s about making sure others see those skills, too ‘In a competitive industry where everyone is promoting themselves it is easy to slip under the radar if you aren’t able to tell your story or advocate for yourself. I’ve been in situations early in my career where I had to ask myself, “Who’s going to speak up for me if I don’t speak up for myself?” No one else will champion your achievements as impactfully as yourself.
This is where self-advocacy is key. Owning your successes, sharing ideas, and speaking up in meetings isn’t just about getting noticed—it’s about building your own personal brand that represents value. It’s not always easy, but in tech, visibility is crucial. Advocacy isn’t just about climbing the ladder; it’s about ensuring you’re shaping the narrative around your work and making sure the recognition you deserve comes your way.
As Sheryl Sandberg notes in Lean In, too often, women hesitate to apply for jobs unless they meet 100 percent of the qualifications, whereas men apply if they meet just 60 percent. The mindset of “I want to do that – and I’ll learn by doing it” is key to success. Speaking up, taking risks, and putting yourself forward are all part of ensuring your career moves in the direction you want.
Continuous learning
No single training course can prepare someone for everything in the fast-evolving world of technology so it’s important to continuously engage and experiment with new technologies. I credit my success to staying curious and maintaining a strong advisory network – professionals I turn to for advice on technical and business challenges. By developing a robust network and being open to learning from others, individuals can stay informed and make better business decisions, throughout their career.
One thing that I have been trying to instil with my team is a general understanding of AI, across both technical and non-technical roles. For example, the ‘AI for Everybody’ course from Coursera is a great place to start and covers the topic from an accessible start point.
That said, learning isn’t just about consuming new information—it’s about forming the right habits that make growth a natural part of daily work. James Clear outlines this in his book Atomic Habits particularly well. Making habits easy means breaking learning into manageable steps, so I challenge myself to try AI tools for at least one new task each week. By embedding these small but meaningful behaviours into daily routines, we can foster a culture of continuous learning.
Embracing change
In the face of rapid technological change, it’s vital to build resilience and an optimistic outlook. The technology-driven changes to the world of work won’t go away, and it will continue to evolve faster than ever. The most successful women in technology are those who build things and are able to tell effective stories about what they have built.
We’re entering a world that is dominated by tech, and more specifically AI. That future will be better for having more women participating in shaping it.
