Jen Jones is a 20+ year marketing veteran and Commercetools’ first Chief Marketing Officer. Under her watch, the Munich-headquartered startup secured numerous household brand deals, achieving centaur status in 2023 – a designation reserved for companies that earn more than $100 million in annual recurring revenue. Her passion lies in bridging the gap between digital commerce technologies and customer experiences, ensuring innovation is at the heart of how people shop and connect with brands. She also sits on MACH Alliance’s Executive Board.
What is the biggest opportunity for women in your sector of the digital industry today?
Women are behind some of the biggest changes across the digital industry today, and the momentum is only growing. While we make up 29% of the c-suite, a big jump from just 17% in 2015, new power seats in areas like product marketing and customer experiences allow us to impact key decisions directly. In addition, advancements in AI, data-driven marketing, and eCommerce create space for leaders who genuinely ‘get’ the customer. This is where us women can lead the charge, helping to bridge business and customer perspectives by representing the needs and voice of the customer. The best part? Women have a unique opportunity to set the blueprint for how brands should engage, adapt, and interact with customers in today’s market.
What is the biggest challenge to you as a woman in the digital industry, and how are you overcoming it?
Like so many other female CMOs, I’m having to navigate persistent biases, even in spaces that pride themselves on being progressive. The technology sector comes with built-in assumptions about what leadership or technical styles should look like, which can limit the benefits of having a diverse perspective. In addition, the modern CMO role is evolving. I’m expected to wear many hats, integrating data, and telling creative stories while balancing being an operational leader. In fact, 75% of my peers recognise the crucial impact we’re having at each stage of the customer journey, reflecting the expanding scope and evolving expectations of the role.
While these are big challenges, they’re also an opportunity to tackle them head-on by zeroing in on measurable outcomes that drive both business and customer growth. By being operationally efficient and consistently delivering results, I’m not just building credibility for myself, I’m helping pave the way for the next wave of women leaders.
What three things could employer companies do to make the digital industry better for women?
Mentorship and sponsorship programmes can be crucial in empowering women in the workplace. Having a dedicated mentor can help provide the guidance that women need to excel in leadership roles. At the same time, sponsors can pave the way for career advancement and advocate for women’s success within organisations. We’re seeing a lot of success with our HERizon program, which provides emerging female leaders with mentoring, interactive learning days, and collaborative projects, helping them build the confidence and skills needed to advance in their careers.
Second, investment in leadership training to encourage women to step into those leadership roles is key. Closing the representation gap isn’t just about hiring, it’s about building the confidence and skills needed so that women are ready to take on those positions. And lastly, it’s all about the environment. Creating a flexible and inclusive workplace with benefits such as remote work, parental leave, and flexibility is important. These aren’t just perks, they’re real ways for women to grow in their careers while balancing everything else they have going on.
What support structures and organizations are most important and effective to you as a woman in the digital industry?
For me, the most effective support is a mix of both external and internal structures. Externally, organisations like Women in Tech and Girls Who Code are invaluable, offering access to mentors, resources, and a community of people who truly get what it’s like to be in this industry. It’s empowering to have that kind of community behind you at every stage of your career.
I’ve seen the impact of employee resource groups (ERGs) and mentorship programs on personal and professional growth firsthand. At my current and previous companies, I’ve made it a point to be an executive sponsor of women-in-tech groups. Having champions within the organisation, whether through formal mentorship or supportive leaders, has been a game-changer in my own career, and I’m passionate about passing that on. These support structures create a sense of belonging and guidance that helps women navigate their careers in tech.
What is the biggest misconception about women in the digital industry?
Women have been trailblazers in computing from day one – Ada Lovelace, the world’s first programmer, and Grace Hopper, a programming language innovator, laid the groundwork for much of today’s technology. Today, women like Timnit Gebru, founder of DAIR, and Francesca Rossi, IBM’s global lead on AI Ethics, continue this legacy, driving forward in groundbreaking fields like AI and tech ethics. But let’s face it, cultural stereotypes and biases are still holding us back, often overlooking the impact women are making in these spaces.
I see this myth challenged firsthand in my own life. My daughter, with her strong interest in technology and problem-solving, reminds me of the importance of gender equity in tech. Seeing her curiosity and passion reinforces my own commitment to being an advocate. The issue isn’t a lack of skills or interest — it’s about creating inclusive, empowering environments that recognise, nurture, and retain the unique contributions women bring to this field.
