Lyza is Global Senior Client Partner at TXT Media, where she builds strategic partnerships and helps brands and agencies unlock growth through innovative media solutions. With a background in media agencies before moving into adtech, she brings a dual perspective that allows her to connect business needs with the right technology and drive meaningful, long-term collaborations.
What’s the biggest opportunity for women in digital marketing right now?
The biggest opportunity is to lead the evolution of digital with a different leadership style. As the industry becomes more driven by data, AI and performance, there is a growing need for leaders who combine commercial sharpness with emotional intelligence. Women bring strong adaptability, strategic thinking, and the ability to navigate complexity with clarity. Digital is still being shaped, which means women have the opportunity not just to participate, but to influence how growth, innovation and leadership look in the future.
What could companies do to make digital better for women?
Companies need to move from intention to structure. Transparent career paths, equal pay, and performance-based evaluation systems are essential. I once experienced being questioned about how I would manage my role alongside having children, which shows that bias still exists. The real focus should be on impact and results. When women are trusted, supported, and evaluated fairly, they consistently deliver at the highest level.
What or whose support has mattered most to you?
Strong leadership has made the biggest difference in my journey. Having a manager like Paola Ambrogio, who genuinely trusts and supports me, has shifted my confidence significantly. She evaluates performance based on contribution and business impact, not assumptions. That trust encouraged me to take ownership, speak up more and think bigger. It made me more confident and ultimately more productive.
What’s the biggest myth about women in digital?
That women are less technical or less commercially driven. Digital success is about strategic thinking, problem-solving and delivering measurable outcomes. Women are just as data-driven and performance-oriented. Another myth is that external responsibilities reduce ambition. What I’ve seen is the opposite: women become more focused, more efficient and very intentional about the value they create.
Who should we feature next and why?
Women who are driving revenue, innovation, and transformation behind the scenes. Those who may not always be the loudest voices, but whose impact is measurable and undeniable. Showcasing diverse leadership styles helps redefine what success in digital truly looks like.
