In honour of International Women's Day, we’re here to celebrate our female colleagues across every department and discipline that make up the backbone of our Client Services, Project Management, Finance, and SEO departments. We asked the women in our office what it means to be a leader at I-COM. 

What inspired you to pursue a career in Digital Marketing?

After graduating with a degree in Business and Psychology, I knew the type of role that would suit my personality and what I enjoyed doing, so I naturally went into a role where I would work with people in a creative environment. 

How have you overcome challenges and stereotypes to reach a leadership position in traditionally male-dominated fields?

In my role, I’ve found people respect and listen to you when you have the knowledge and experience to back up what you’re saying. I’ve always made sure that I am as prepared as possible for any scenario I find myself in so that I can talk confidently and with data and facts to back up my points. If you know what you’re talking about and when to listen then it’s easier to build rapport with people. I have always tried to play to my strengths and remain confident in my own abilities. 

Have you faced any specific gender-related challenges in your career, and how did you handle them?

I have never felt that any of my career challenges have been based on my gender; maybe I have been lucky in that way. I have had times where I have felt emotional in a professional environment, and it has been difficult to channel it positively and practically. I feel I have gotten better at this over time as I try to give myself time to get over my initial emotive reaction before I respond to situations.

As a woman in a leadership role, how do you foster a positive and inclusive work environment in your department?

Make sure that I am seen as approachable and someone who can help the team to solve problems. Being clear with expectations and goals so that there is no misunderstanding. Most importantly, leading by example and working in a way that I would want the members of my department to work. You can’t expect people to work in a certain way if you aren’t demonstrating those behaviours yourself.

What advice do you have for other women aspiring to climb the ranks in Digital Marketing?

Take the time to build strong relationships so that people trust you. Also, if you find an employer that has the same values and ethos as you, think long and hard before moving on. I was lucky to find ICOM in 2012 and that has allowed me to progress to board level and gain exposure to the real running of a business.

Can you share an example of a project or campaign that you're particularly proud of in your career?

I have worked with JMW Solicitors for the past 12 years. Over the last 5 years (2018-19 to 2022-23) website billing has increased from £2.5m to £7.5M with new matter opening increasing by 114% (1131 v 2420).

In 2023 I was a guest speaker at a conference which wasn’t something I had done before so it felt like a real achievement when it went well and we secured business directly from the day.

Have you had mentors or role models who have influenced your career? How important do you think mentorship is for professional growth?

Since joining the I-COM board in 2019, I found it quite inspiring and motivational to sit alongside Joy Kingsley, another female on the board who is one of our non-executive directors. She has achieved so much in her career and seeing how she operates firsthand has taught me so much and given me a different perspective on how to approach some situations.

Balancing work and personal life can be challenging, especially in demanding roles. How do you manage this balance, and do you have any advice for others facing similar challenges?

This is an ongoing struggle, some weeks I feel I’ve got it right and others I don’t, it definitely got more difficult when I had my son in 2021! Strong communication helps to manage expectations and avoid letting anyone down, which means I am less stressed. For me, exercise is important so I try and plan when I can exercise throughout the week and keep to that as best I can.

How do you envision the future for women in leadership positions within your field?

I have seen firsthand how important it is to have women in leadership positions as they can offer a different view on situations. Having the right mix of skills, personalities, and perspectives is key to a successful management team and I think women play a vital role.

How have you overcome challenges and stereotypes to reach a leadership position in traditionally male-dominated fields?

There are times when I do consciously think about what a negative stereotype of a woman is and try my best to remain neutral and give no room for that type of feedback, based on my gender. Thankfully, I work in a supportive agency currently where gender has never really factored into the equation in regard to my career and role.

I think my move into a leadership role has happened due to my work in a supportive agency that encourages a split between females and males. I thankfully work in quite a balanced environment where being female hasn’t come in the way of advancing within my career. 

As a woman in a leadership role, how do you foster a positive and inclusive work environment in your department?

There are different ways that I try to foster a positive and inclusive environment, such as the language I use, diverse hiring, encouraging professional development, and being confident in my decision-making. 

What advice do you have for other women aspiring to climb the ranks in Digital Marketing?

My only advice would be to go for it! Work hard and let the results you drive demonstrate what you can achieve. 

How do you stay updated on the latest trends and innovations in your field, and how do you incorporate them into your strategies?

I dedicate time each day to keep up to date through trusted news sources (such as Search Engine Land and Search Engine Journal), as well as signing up for industry newsletters that regularly share updates and invitations to courses and webinars that I also attend.  

Can you share an example of a project or campaign that you're particularly proud of in your career?

Working on the JMW account as a whole is something I am proud of due to the size of the account and the results we have driven for them, specifically from our SEO strategy.

Have you had mentors or role models who have influenced your career? How important do you think mentorship is for professional growth?

I have had the chance to work with a lot of people during my career, many of whom have influenced my decision-making and taught me a lot of valuable lessons. I believe mentorship is really important as it provides that personalised support and guidance from someone who is more experienced. I believe it’s much more difficult to develop your skills and knowledge on your own. 

What initiatives or support systems do you believe organisations should have in place to encourage more women to enter and thrive in Digital Marketing?

I think encouraging diverse hiring practices is important, by actively looking for and encouraging applications from a broad range of people who don’t fall within the typical demographic for an SEO. In addition to this, I think a flexible working policy is also really important, to allow for women to juggle different priorities outside of work against their career. With women, and myself in particular, there are specific health issues or illnesses that women suffer from, and I believe a workplace should encourage an environment that is supportive, understanding, and flexible with that, to get the best out of their team members. 

Balancing work and personal life can be challenging, especially in demanding roles. How do you manage this balance, and do you have any advice for others facing similar challenges?

The balance can be challenging but I tackle this by ensuring I work in as efficient a way as possible so I can make sure that once I leave work, I can switch off most of the time. I believe it is really important to set clear boundaries concerning a work-life balance and encourage anyone, female or male, to stick to these boundaries and not let them be compromised. In the long run, it is better for yourself and in turn better for the business. I think it is also really important to create a fulfilling life outside of work - whether that be with a family, hobbies, friends, or traveling - to ensure that there is that good balance so that when you are working from Monday to Friday you are in the best headspace possible. 

In your opinion, what changes or improvements can contribute to more gender diversity and inclusivity in the Digital Marketing industry?

One change I would encourage is for SEOs to acknowledge that this is typically a male-dominated field (and that’s not necessarily a bad thing), as I believe if this can be acknowledged then this would give more ways for it to become more of a fair split with women and men. For something to change, you have to acknowledge it exists. Here is an interesting stat: in 2023, 64% of articles in SEO publications were written by me, and 36% were written by women. 

I also encourage continuous personal development and self-growth, educate yourself on ‘the times’, and keep moving with them - don’t get trapped in an old-fashioned way of thinking. 

How do you envision the future for women in leadership positions within your field?

Data shows there is an increasing number of female SEOs which is great to see, and over time within my workplace and the industry as a whole, it would be great to see more women in a leadership position.

What inspired you to pursue a career in Digital Marketing and then Project Management?

It was actually something I fell into, more than aspired to be a part of. Mainly because it wasn’t as huge as it is now. However, I love being a part of it because of the constant change - no two days are the same. I love that I get to meet new people, take them on a journey, educate them and (hopefully!) deliver them a great site at the end of it all.

How have you overcome challenges and stereotypes to reach a leadership position in traditionally male-dominated fields?

Mostly by not letting it in. I’ve often… if not always, found myself surrounded by men (and not in the negative way others sometimes speak of). I had a group of friends growing up who were mostly men (geeks/nerds/whatever you want to call them - they were ‘my people’). I was more heavily involved in tech-related stuff at uni - my course had 2 girls on it (me being one of them - good thing we got along!). The social clubs I was part of were male-orientated. It never phased me, was never an issue… and luckily I seemed to end up surrounded by a decent bunch!

Have you faced any specific gender-related challenges in your career, and how did you handle them?

I wouldn’t say challenges, no. Opportunities maybe! When I went on maternity leave to have my daughter, I was the ‘Head of Paid Search & Analytics’. Upon my return, there were discussions on whether or not I would be able to continue in that role if I were part time (which I was initially on my return). Which led to a suggestion of me taking on a Project Manager role. I was good with clients, I knew the company systems, I engaged with the team, I had a background in dev/design/SEO/PPC etc… I jumped at the chance - never looked back (despite the leap in terms of switching roles - going from something I was very confident in, to something totally different) and I still love it to this day.

As a woman in a leadership role, how do you foster a positive and inclusive work environment in your department?

Communication. It is key to my role and to keeping everyone feeling heard. Being open and listening to suggestions. Learning constantly from other people.

What advice do you have for other women aspiring to climb the ranks in Digital Marketing?

Do it. Don’t let anyone tell you otherwise. I’ve worked with a wide range of people in all my roles. Learn from everyone, but take your own path.

How do you stay updated on the latest trends and innovations in your field, and how do you incorporate them into your strategies?

There are always various bits and pieces showing up on social media. But the biggest thing for me is the team around me. Because I work with a lot of different people with different skill sets, there is always something new you can pick up from people. Failing that - just finding solutions by research and investigation. Give me a problem! I love to solve problems (if I can!). 

Can you share an example of a project or campaign that you're particularly proud of in your career?

Honestly, I am proud of a lot of the sites we have designed and built - but I can’t take credit for those. What I can take credit for is the relationships built with clients along the way. Relationships that help pave the way for ongoing marketing activities, open doors for further opportunities (in either marketing or development). It's those that I am most proud of. When we get a Google review that is for I-COM on a project I’ve been involved in, it makes me smile - more so if I get a little mention!

Have you had mentors or role models who have influenced your career? How important do you think mentorship is for professional growth?

There have certainly been a lot of people I have worked with that I have learned a lot from, and respected (both male and female). I do think it is very important that we surround ourselves with people we can learn from - younger, older, doesn’t matter - there is always something new to figure out!

What initiatives or support systems do you believe organisations should have in place to encourage more women to enter and thrive in Digital Marketing or Project Management?

It is a shame that we should need ‘initiatives or support systems’. Simply being open to securing talent, whatever the gender, should be top of the list. But in terms of supporting women in general. A good approach to flexible working and a great maternity package wouldn’t go amiss! Women shouldn’t have to bear the brunt of ‘career suicide’ to have a family. 

Balancing work and personal life can be challenging, especially in demanding roles. How do you manage this balance, and do you have any advice for others facing similar challenges?

I am lucky to have a supportive company behind me, we offer flexible working (3 days in 2 days home), and a certain level of flexibility around that when needed. I have a young daughter, so it has been eye-opening to try and work out how to juggle school holidays with working full time. There is a huge imbalance - she gets 14 weeks, her parents get around 10 (collectively!). Remote working has been a massive benefit to cut back on the added expense of holiday clubs/after-school clubs etc. It's great when a company offers support and guidance as you find your feet/routine.

In your opinion, what changes or improvements can contribute to more gender diversity and inclusivity in Digital Project Management?

It's been a while since I was at university. But making people more aware that these sorts of roles are available is a good start. Project Management is incredibly diverse. Make sure that companies are inclusive, supportive, flexible, and above all else equal in pay (sadly, there are some out there where it isn't!). Make this sort of role appealing - because it's definitely interesting!

How do you envision the future for women in leadership positions within your field?

In Project Management? More. More diversity, more women in these sorts of roles.

What inspired you to pursue a career in Finance and Accounting?

My passion for numbers!

I love the changing nature of my profession, constantly learning and solving problems, accountancy is fun, the role itself is complex and every day I'm doing something different. 

As a woman in a leadership role, how do you foster a positive and inclusive work environment?

Every employee should feel valued, respected, and empowered, regardless of their background or gender. Making employees feel genuinely included and belong in the organisation is likely to result in more innovation in the long run. Inclusion gives employees a sense of security and genuine confidence to take risks and be innovative and bold in their ideas. 

What advice do you have for other women aspiring to climb the ranks in Finance and Accounting?

Just go for it, work hard and you can achieve anything in your life! 

How do you stay updated on the latest trends and innovations in your field, and how do you incorporate them into your work life?

One of the easiest and most effective ways to stay current in the financial industry is to read financial and accounting publications, such as magazines, newsletters, blogs, podcasts, and reports. These sources provide me with valuable insights, analysis, news, and opinions on various topics related to finance and accountancy, such as digital transformation, fintech, cybersecurity, compliance, customer service, and more.

Another is to attend webinars and events, and online courses, follow industry leaders and influences, join online communities and forums, and experiment with new tools and technologies.

Have you had mentors or role models who have influenced your career? How important do you think mentorship is for professional growth?

I have had a few mentors during my finance and accounting career. I value each of them for giving me support, sharing knowledge, guidance on resilience, sharing stories of overcoming obstacles, and providing strategies for bouncing back from setbacks has become invaluable.

Having a mentor is very important for professional development, as it offers support, perspective, encouragement, and accountability during the various stages of the career path.

Balancing work and personal life can be challenging, especially in demanding roles. How do you manage this balance, and do you have any advice for others facing similar challenges?

It's not easy to balance work and life as a single mother. Sometimes it's very challenging when my daughter is not feeling well and I have to take unplanned leave, a massive praise to my employer for being very supportive and understanding.

In your opinion, what changes or improvements can contribute to more gender diversity and inclusivity in the Financial Accounting industry?

By promoting equality and inclusivity, companies will benefit from a wider talent pool, different perspectives, enhanced collaboration, improved staff retention, better reflection on their customers, improved recruitment and reputation management, and greater profitability.

How do you envision the future for women in leadership positions within your field?

I feel that more and more women are going to get empowered to take leading positions in finance and accounting roles which everyone is going to benefit from. Women leaders help increase productivity, enhance collaboration, inspire organisational dedication, and improve fairness.