Amy Combrinck’s career spans over 18 years, with previous roles at companies including InfoSum, Google, GroupM and Xaxis. She now offer training and coaching and inspires people to use negotiation “as a tool for empowerment, personal growth and professional success.”
What are the biggest challenges and opportunities for women in your sector of the digital industry today?
One of the biggest challenges is still pay equity. So many women in digital aren’t being paid what they deserve and it’s frustrating to see this happening in 2024.
On top of that, flexible working is still not where it needs to be. Women often bear the brunt of juggling work and personal life, but not every company makes it easy to balance both.
That said, the tide is turning. There’s a growing push for diverse leadership and making workplaces more inclusive. It’s a real opportunity for women to step into leadership roles and reshape what success looks like—showing that flexibility and fairness aren’t just “nice to haves” but essential for everyone to thrive.
What does the industry need to do to better champion women?
The industry needs to get serious about transparency. Women need to know where they stand when it comes to pay, promotions and opportunities and that means clear benchmarks and frameworks.
Another big one is mentorship—we need to create more opportunities for women to support and sponsor each other. Women helping women isn’t just a feel-good idea; it’s how we change the game. And finally, companies need to create environments where women feel safe to speak up and be themselves. When women feel heard and valued, incredible things happen
What is the biggest misconception about women and by women in the digital industry?
People still think women are all about competing with each other, but that couldn’t be further from the truth. Women rally together. When I worked at Google, I sometimes felt like I had to “peacock” or say the perfect thing just to be seen or fit in. But what I’ve learned is that women thrive when we support each other.
For women, I think a common misconception is that we need to adapt or downplay our uniqueness to get ahead in male-dominated industries. The reality is, our empathy, creativity, and ability to collaborate are exactly what the industry needs more of.
What is your biggest achievement in digital to date?
Landing a job at Google was definitely a big moment for me, but I’d say leaving was just as significant. Deciding to step away from such a well-known company to take risks and explore other opportunities was a bold move—and one that’s shaped where I am today.
I’ve worked for global companies and scrappy startups, learned every day and built a network of incredible people along the way. But my biggest risk—and hopefully my biggest achievement—has been starting my own business.
As the Negotiation Dynamo, I’ve taken everything I’ve learned over 18 years in the industry and channelled it into empowering others. Helping people build the confidence to ask for what they want—whether it’s better pay, more flexibility or just the courage to speak up—has been the most rewarding chapter of my career so far.
