As part of New Digital Age’s celebration of International Women’s Day 2025, we spoke to leading figures from across the digital marketing and media industries about the issues facing women in the contemporary workplace. Here, Helen Keelan, Senior Sales Director at LG Ad Solutions shares her thoughts…
What is the biggest opportunity for women in your sector of the digital industry today?
Women in leadership roles have a unique opportunity to inspire, pave the way for others, and foster a culture of empowerment by reshaping conversations and embracing diverse perspectives in the workplace.
However, solving gender inequality isn’t something women can do alone – we need to work together as a united workforce, improving our shared understanding and creating fair opportunities for everyone.
What is the biggest challenge to you as a woman in the digital industry, and how are you overcoming it?
I think all too often, we are our own worst enemy. Most of the time we’re battling the voice inside that tells us we don’t deserve an opportunity or don’t have sufficient experience to shoot for that next opportunity that feels out of reach. We must consistently step outside our comfort zone, seek support, and push boundaries. It may feel scary, but real change happens when we act boldly and with confidence.
What three things could employer companies do to make the digital industry better for women?
Companies need to champion diversity. There’s much work to do, especially when considering the broader concept of diversity, equity and inclusion.
Employers must actively listen to their employees. Too often, especially in senior roles, people underestimate the power of being quiet and truly listening. By doing so, we can foster a more positive work environment and improve employee engagement, which leads to better decision-making through the inclusion of diverse perspectives. This, in turn, helps retain talent, as individuals feel valued and heard.
Lastly, mentorship and allyship are crucial. The more we support each other, the stronger we build a culture of empowerment. Creating a mentorship programme that offers support for women by women, and similarly for LGBTQ+ and other minorities, will provide encouragement and a safe space for personal growth. Ultimately, women who feel supported and seen will rise – and we all stand to benefit.
What support structures and organisations are most important and effective to you as a woman in the digital industry?
Personally, I’ve made some great connections, received valuable mentorship, and learned a lot from hearing shared experiences through organisations such as Bloom & Women in Programmatic. Digital Leading Ladies and Brixton Finishing School are other brilliant sources of shared support and experience for women and minorities breaking into the digital industry. Together, they are helping to drive real change and foster a more inclusive and diverse workforce.
What is the biggest misconception about women and by women in the digital industry?
Many people I speak to think that in 2025, women have equal opportunities, if not more opportunities, than their male colleagues. Unfortunately, this is just incorrect. Statistics show that in the media industry in 2025, men earn on average 19.7% more than women.
While our industry has made progress towards gender equality, there’s still much more to be done. We need to protect younger women entering the industry, who are often most vulnerable to experiencing sexist behaviour. We must create clear progression paths for women who have to take career breaks to have children, and we need to create space for more female leaders.
