For years, we’ve been told that the tech industry is a pure meritocracy where the best and brightest naturally rise to the top. Nonetheless, somewhere between the boardrooms and the recruitment pipelines, talent mysteriously takes on a gendered filter.
Women are still underrepresented in tech leadership, but those who do break through are changing the rules.
In celebration of International Women’s Day, themed Accelerate Action, Techeconomy spoke with Erica Cronan, global director of Marketing at Datadobi, to uncover what it really takes to lead in tech, scale through bias, and drive marketing innovation.
The Journey to the Top: Strategy, Adaptability, and Trust
Erica’s career path wasn’t a straight shot to the C-suite. Instead, it went from experiences across high-tech, sporting goods, financial services, and retail. Each industry refined her ability to think on her feet.
“Key moments that shaped my journey include learning from diverse industries such as high tech, sporting goods, financial services, and retail. These experiences broadened my ability to adapt, be creative, and be resourceful. I have found that each experience has been invaluable in shaping today’s strategic plan.”
Leading a global marketing team means constantly staying ahead of trends, but for Erica, the secret lies in combining insight with agility.
“By engaging with industry reports, thought leaders, and events like tech conferences, I have maintained a pulse on emerging technologies. Our team has a very collaborative culture that provides fresh, innovative perspectives. Analytics allows for data-driven decision-making, ensuring strategies remain proactive and agile.”
But moving from an individual contributor to leadership comes with its own set of growing pains. Trusting others and striking a balance between strategic oversight and laser-sharp focus were key to Erica’s transition.
“Trust is key, as is clear communication and confidence in others’ abilities. You also have to be ultra-focused but strategic at the same time.”
Breaking the Glass Firewall: Women in Tech Leadership
We’ve heard it before—women have to work twice as hard to be seen as competent. But for those navigating male-dominated spaces, survival depends on both resilience and strong alliances.
“Navigating spaces where I was often the only woman required great resilience and adaptability. Building a network of mentors and allies was instrumental in helping me navigate challenges and reminding myself of the value I bring. Over time, and with confidence in my skills, I learned to amplify my voice and make meaningful contributions, even in environments where representation was scarce.”
The industry’s gender gap won’t close on its own, and Erica believes real change requires dismantling ingrained biases. Policies like paid family leave and flexible work arrangements are crucial—but they must come with accountability.
“We need to see more women in leadership roles and take active steps to dismantle the biases that hinder progress. Equitable mentorship programs, sponsorship opportunities, policies like paid family leave, and flexible work arrangements are just the beginning. These initiatives must be paired with accountability measures to ensure real change. By fostering inclusive environments and providing women with the tools and support they need to succeed, we can break barriers and create a more equitable industry for everyone.”
Diversity isn’t just a metric, but a competitive advantage. Companies that want real inclusivity must go beyond tokenism.
“Focus on creating a culture where every voice is valued. Set measurable diversity goals, invest in unconscious bias training, and actively listen to underrepresented voices in decision-making processes. It’s also crucial to create clear pathways for career advancement and professional development, particularly for those in underrepresented groups. By prioritizing these efforts, companies can drive meaningful change and ensure diversity and inclusion are at the heart of their success.”
Marketing in Tech: The Art and Science of Influence
Marketing in tech is a balancing act, between hard data and the softer, human side of storytelling. For Erica, numbers provide direction, but creativity makes an impact.
“For me, data acts as a compass—it provides the insights needed to understand audiences, measure performance, and refine strategies. However, creativity brings a campaign to life and makes it resonate on a personal level. I focus on blending the two by using data to inform and inspire creative decisions rather than dictate them.”
With AI reshaping marketing, personalisation is no longer optional, it’s highly expected. But it’s not just about automation; consumers crave authenticity.
“Personalisation, driven by AI and data analytics, is now essential as consumers demand tailored experiences. Authenticity and purpose are equally crucial, with brands needing to align values with audiences and act meaningfully. Staying relevant requires agility, experimentation, and a focus on genuine connections.”
The Power of Mentorship and Owning Your Value
One of the most overlooked career accelerators? Meaningful mentorship. Erica’s longest-standing mentor has been by her side for years, proving that career growth isn’t just about what you know—it’s also about who helps you grow.
“I look for women whose leadership and values inspire me, whether through industry networks or professional events. My first mentor is still my mentor today. We worked together at several companies, and she taught me the invaluable lesson of creating genuine connections. I love hearing about others’ experiences. I am good at staying in touch, offering support, and expressing gratitude to build trust and mutual growth over time.”
And for those struggling with imposter syndrome? Erica says don’t let it silence you.
“My advice is to trust your abilities and remember that your unique perspective brings immense value to the industry. Many face imposter syndrome, but instead of letting it hold you back, use it as a signal to keep growing and learning. Surround yourself with mentors and allies who inspire and support you, and don’t hesitate to advocate for yourself.”
Finally, Accelerating Action in Tech Leadership
The theme of this year’s International Women’s Day is Accelerate Action, but action doesn’t mean waiting for permission. It means taking up space, demanding equity, and refusing to settle for performative progress.
Being in tech leadership like Erica Cronan means going beyond succeeding in tech, to also rewriting the playbook. And for the next generation of women in tech, the message says the future isn’t waiting for you to fit in. It’s waiting for you to lead.
