Ahead of the Advance Women Lunch at POSSIBLE, NDA caught up with Francesca Muccio of Screenverse, sponsors of the event.
What is the biggest opportunity for women in your sector of the digital industry today?
What stands out the most right now is the growing culture of support and collaboration among women in the industry. There’s been a meaningful shift from simply earning a seat at the table to actively pulling up more chairs and ensuring other women are invited to join. That collective mindset is expanding access, increasing representation, and creating more opportunities than ever before.
I’ve been fortunate to experience this firsthand throughout my career, working alongside strong female leaders like Ann Piper, Lucy Markowitz, and now Jess Silva and Montana Accavallo. Each of them has not only led with impact but has also been intentional about supporting others and creating space for more women to grow and succeed.
That spirit of shared success is what makes this moment such a powerful opportunity. When women support one another, it doesn’t just benefit individuals; it moves the entire industry forward.
What is the biggest challenge to you as a woman in the digital industry, and how are you overcoming it?
One of the biggest challenges I’ve faced is my own self-doubt, the feeling that I constantly need to prove I belong. That internal pressure can be just as limiting as any external barrier. Over time, I’ve realised how important it is to reframe that mindset. I’ve become more intentional about recognising my accomplishments, trusting my perspective, and giving myself the credit I truly deserve for the value I bring.
I’m also actively working on showing up with confidence, whether that means speaking up more in meetings, taking on visible opportunities, or simply allowing myself to take up space without hesitation. It’s an ongoing process, but each step forward reinforces that I DO belong, and that my voice matters.
What three things could employer companies do to make the digital industry better for women?
First, companies need to provide more meaningful support for working women. That includes flexible work arrangements that recognise the realities of balancing career and personal responsibilities, as well as comprehensive benefits from fertility support to mental health resources that reflect the full spectrum of employees’ needs.
Second, organisations should invest more intentionally in mentorship and, just as importantly, sponsorship. It’s not enough to simply offer guidance; women need advocates in leadership who will actively champion their growth, open doors, and create opportunities for advancement. When women are represented in leadership roles, it not only strengthens the organisation but also creates a powerful ripple effect for the next generation.
Finally, companies must establish a clear, transparent path for growth. That means demonstrating that leadership is attainable by building and showcasing diverse executive teams and boards. When women see themselves reflected at the top, it reinforces that there is a place for them to succeed and lead.
What support structures and organisations are most important and effective to you as a woman in the digital industry?
One of the most valuable support structures for me has been mentorship. I always encourage women in this industry to seek out both a “traditional” mentor – someone more experienced who can offer guidance and perspective and a “reverse mentor”, someone earlier in their career who can challenge your thinking and bring fresh, new ideas. Having both creates a more well-rounded support system and keeps you continuously learning.
Beyond mentorship, I’ve found that community-driven organisations and networking groups are incredibly impactful. There are so many local opportunities to connect with other women in the industry, and those spaces can be invaluable for sharing experiences, building relationships, and finding support. One that stands out to me is Our Third Place, founded by my former colleague Kathrine Pullman, which brings women together through intimate, local dinners. It’s a great example of how meaningful connections can be built in more personal, intentional settings.
Ultimately, the most important thing is to put yourself out there. Building a strong network and surrounding yourself with people who inspire, challenge, and support you can make all the difference in navigating and growing within this industry.
What aspect of Possible 2026/ a session / or a speaker, are you most looking forward to, and why?
Since this will be my first Possible, I’m really looking forward to the overall energy and excitement of the event. There’s something unique about bringing so many people in our industry together in one place. It’s a great opportunity to reconnect with clients and partners, and also to finally meet many of our collaborators in person, including teams like Big Happy, Vistar, T-Ads, Equativ, and Nexxen.
I’m especially excited to hear from Nikki Scott, Head of Industry at TikTok. With TikTok playing such a major role in shaping consumer behaviour and content trends, I’m interested in how those insights can translate into broader omnichannel strategies. As someone who fully embraces the world of DOOH, I’m always looking for ways to better connect our space with the wider digital ecosystem. Understanding what’s happening across platforms like TikTok can help inform how we think about engagement, creativity, and measurement beyond traditional channels.
Overall, I’m looking forward to learning, making new connections, and bringing a fresh perspective back to my work.
