Celebrating Mitgo’s Frauenpower

On this International Women’s Day, we’re reminded that women hold just under 7% of management positions in online marketing and, according to the latest research published by Hello Partner, earn 19% less than their male counterparts.

Marketing is an industry in a state of constant flux. New technologies and trends such as AI and influencer marketing cause continual transformation, evolution and re-invention, and brands, retailers and agencies are under constant pressure to stay ahead of the game. 

For us, these diverse challenges require diverse solutions. Solutions that can only be achieved by having a diverse team of thinkers with a wealth of backgrounds and approaches. 

That’s why women account for roughly 50% of our entire team – and we never base salaries on gender. 

Here, 10 Mitgo women talk about leadership, equality, diversity and working in tech. Meet our leading ladies.

Elizaveta Orlova, Chief Human Resources Officer, Mitgo

What do you like about working in a tech company?
You never get bored. I truly believe that there is a larger concentration of extraordinary people working in tech companies than in other industries. Everyone is an individual and brings their own approaches with them.

What advice would you give to women who want to be promoted to senior leadership roles?
While it is generally accepted that there are more men in IT companies, this isn’t the case – especially not in our company. In some departments, there are more men (for example, in development), in others, the opposite – everything is quite balanced.

According to my observations, people with a certain temperament are more suited to certain roles in IT companies. To become a leader, a woman must have a strong character, take a leadership role in difficult situations and take responsibility.

Ksana Liapkova, Head of ConvertSocial

The big advantage of working for a tech company is the opportunity for both vertical and horizontal growth. Also, with the rapid development of technology, there are many opportunities to create new and inventive products that keep up with the times.

What advice would you give to women who want to be promoted to senior leadership roles?
I don’t want to give advice, but I can point out that it is always important to remain bold in your ideas and goals. Don’t be afraid to take responsibility and accept your victories and defeats without losing your courage.

Neha Kulwal, Managing Director APAC & India, Mitgo

Are diversity and inclusion important in the workplace?
Yes, diversity and inclusion are very important as they bring trust, mutual respect and a commitment to all employees working in a global organisation.

What advice would you give to women who want to be promoted to senior leadership roles?
Always believe in what you do, play to your strengths and have a voice at the table.
Be a mentor to others, seek help if needed and never doubt yourself.

What do you like about working in a tech company?
It’s a fast-paced industry and, by continuously learning about new innovations, I get to try out new things that I really like and am passionate about.

Even though this industry is dominated by men, the women are keepers. They have empathy and the skills to be good leaders who think about their employees, unite them and put them first.

Anna Gidirim, Head of Partner Network Admitad

Are diversity and inclusion important in the workplace?
I would be surprised if anyone answers “no” to this. Through our differences, something new can be born. That’s why it’s so important to support diversity in all of life’s spheres.

What advice would you give to women who want to be promoted to senior leadership roles?
Love what you do. Do not try to prove something to someone else, do it for yourself. Be honest with yourself and with your manager. If you deserve to be promoted but your appointment keeps getting delayed for unclear reasons, the problem is with the person delaying it. For you, it’s a sign to find someone who sees your potential and appreciates you.

Tech industry is a young, dynamic and rapidly-developing field. I like the fact that it is open and accessible to anyone.

Ekaterina Skobitskaya, Head of Press Services, Mitgo

What advice would you give to women who want to be promoted to senior leadership roles?
It is important to be confident, to boldly offer your solutions and clearly argue their benefits for the company. Top management will definitely notice a bright, proactive employee who is not afraid to take responsibility.

What do you like about working in a tech company?
IT companies easily overcome geographic boundaries and are at the forefront of innovation. We are constantly launching fresh projects, exploring new industries and sharing our data and expertise with audiences around the world. This is a dream for any head of press services.

When people with different experiences and backgrounds meet in a team, it brings a huge variety to the pool of ideas. Such a team will always be more flexible and efficient.

Natasha Binar, Head of Corporate Marketing & Strategic Communications, Mitgo

Technology is the true game-changer for all of today’s important issues, such as sustainability, resources management and communication. It’s great to have technology as an ally and not as a black box that only a few people understand.

Are diversity and inclusion important in the workplace?
Yes, absolutely! In a truly international company with an open culture, this is an unquestionable standard.

What advice would you give to women who want to be promoted to senior leadership roles?
Be honest and upfront about your willingness to take on more responsibility and stand up for yourself and your values. Never doubt yourself if you really wish to succeed. Always remember that you are good at what you do.

Natalia Cherniak, Head of Publisher Success Team,Takeads

Are diversity and inclusion important in the workplace?
Diversity and inclusion are extremely important in the workplace – for retaining top talents, improving productivity, and promoting social responsibility.

What advice would you give to women who want to be promoted to senior leadership roles?
I would suggest continually developing your skills, being persistent and communicating your goals. Be a tough problem-solver, advocate for yourself and consider the company in which you work as if it was your own.

Working in the tech industry, I find limitless opportunities for growth and the deepening of my knowledge. I enjoy the flexibility and being part of a team that is creating something.

Leah Holcomb, Head of Online Services, Admitad USA

One of my favourite things about working in a tech company is the nature of the ever-changing horizon. I love the challenge of having to pivot, to test new ideas out and create new paths to success. This field and the opportunity it provides is completely limitless.

Are diversity and inclusion important in the workplace?
Diversity and inclusion are essential non-negotiables in the workplace. The different perspectives they bring to the table – seeing things from different angles and filling gaps that may be left unfilled etc. – are completely priceless.

What advice would you give to women who want to be promoted to senior leadership roles?
I was given some great advice by a former leader. They told me not to wait for more responsibilities to be given to me, but to take on responsibilities above and beyond my role. If you want to get to the next level, own it before it’s offered to you.

Leticia Cantusio, Marketing Manager Brazil, Mitgo

Are diversity and inclusion important in the workplace?
They benefit the company and work environment in many ways – from productivity to customer relations. When you can see yourself in a place, you feel heard and that you belong – and that’s a must.

What advice would you give to women who want to be promoted to senior leadership roles?
Be confident, build a strong professional network and don’t be silent – it’s essential to take credit for your achievements and speak up for what you believe in.

It’s exciting and rewarding to work in a fast-paced environment. Opportunities for innovation, growth and collaboration can always be found.

Sheylla Cezário, Head of Advertisers Success Team, Admitad Brazil

Are diversity and inclusion important in the workplace?
TOTALLY! It makes you feel comfortable, like you belong and are part of a family.
It makes more sense if you are treated equally.

What advice would you give to women who want to be promoted to senior leadership roles?
Do your best! Be curious about new things, try to make a difference and respect others – you do not get there alone.

I like the feeling of being connected with the world. The dynamism, the flexibility, the feeling that the future is here and now.

Inspire change this International Women’s Day and every other day

The idea that the tech industry is only driven by men? These women prove how wrong that notion is.

Each of them is leading their own charge for change, challenging traditional structures and roles, taking responsibility for their actions and being true role models – inspiring people of all types at Mitgo and beyond.

Thanks for being part of us!