NDA’s Digital Women series is talking to leaders from across our industry to understand the particular issues faced by women. Next up is Katie Field, Head of AdTech Sales EU, Amazon Ads
What is the biggest opportunity for women in your sector of the digital industry today?
The digital adtech industry is young, which makes it an amazing place to build something new – whether that’s products, ideas, or career paths. What excites me the most is, unlike in more traditional industries, there aren’t as many fixed ideas about what leadership should look like.
I remember when I first stepped into a leadership role, I felt a genuine freedom to shape things my way, bringing my own perspectives and expertise to the table. It’s liberating to work in a field where your knowledge and contributions matter more than fitting into old-school stereotypes.
What is the biggest challenge to you as a woman in the digital industry, and how are you overcoming it?
Working in a fast-moving industry comes with incredible opportunities, but it also has its challenges – one being finding the time to invest in things like mentorship. Having a strong support system can make a huge difference in career growth, and without one, it can sometimes feel like you’re figuring it all out on your own. I’m passionate about creating opportunities for the next generation because I’ve seen firsthand how transformative they can be.
There’s an indescribable energy in a room when you’re connecting with someone who truly understands your challenges and is invested in your growth. That’s why I make a conscious effort to mentor. Mentoring is a great way of building your personal network, both within your organisation but also across the industry, and it allows you to learn from diverse experiences and perspectives.
What three things could employer companies do to make the digital industry better for women?
Firstly, we need to create real communities for women in the workplace. Whether that’s through affinity groups or mentorship programmes – having a strong internal network makes a huge difference in feeling supported and progressing in your career.
Secondly, encourage prioritisation. One of the biggest challenges in any career is knowing where to focus your energy. For women, especially those balancing multiple responsibilities, it’s about playing to your strengths, making an impact where it matters most, and knowing when to delegate.
Employers can support this by fostering a culture that values outcomes over hours and giving teams the trust and autonomy to work in a way that allows them to thrive.
We absolutely need to get better at celebrating women’s achievements and ensuring their voices are heard in this industry. It’s not enough to simply have women in the room; we need to actively create opportunities for them to share their expertise and innovations.
This means nominating women for speaking engagements at industry events, highlighting their accomplishments in company communications, and ensuring they have opportunities to present to leadership. It’s about recognising that visibility isn’t just a nice-to-have – it’s a crucial factor in career advancement and industry influence.
When we amplify women’s voices, we’re not just supporting individual careers; we’re reshaping the narrative of what leadership looks like in the digital world. This visibility has a ripple effect, inspiring the next generation of women to see themselves as future leaders and innovators in our field. By championing women’s expertise and contributions, we can create a more diverse, dynamic, and innovative digital industry for everyone.
What support structures and organisations are most important and effective to you as a woman in the digital industry?
For me, the most important thing is your personal network – friends, family, mentors or peers – who support you. As women, being unapologetic about our ambitions doesn’t always come naturally. It’s a skill that often needs to be cultivated, and our networks can be instrumental in this growth. There’s power in verbalising our goals, no matter how ambitious they might seem.
Saying them out lout to our support system can make them feel more real and achievable. Seeking out mentors who have walked the path we aspire to follow can be incredibly beneficial. Their insights and experiences offer both practical advice and the confidence to pursue our goals.
Making sure you have people in your corner who remind you why you’re on this path when things get tough. Your career isn’t just something that happens to you, you have to be intentional about shaping it, and the right people will help you on that journey.
What is the biggest misconception about women in the digital industry?
A common myth I’ve come across is that women aren’t committed to long-term careers, assuming they’ll eventually step back due to personal responsibilities. This view isn’t representative of how careers actually evolve. Success doesn’t follow a linear path, and changes in roles or priorities don’t equate to lack of ambition.
Another misconception about women in the digital industry is the outdated view that traditionally feminine traits are weaknesses rather than strengths in the workplace. This perspective fails to recognise that each individual, regardless of gender, brings a unique viewpoint shaped by their lived experiences. In the digital realm, where understanding and engaging diverse customer bases is crucial, these varied perspectives are invaluable assets.
It’s imperative we recognise and celebrate the full spectrum of talents and experiences that all individuals bring to the table. By challenging this misconception, we not only support women but also strengthen the entire industry, fostering environments where diverse skills and backgrounds can truly flourish.
This approach leads to more innovative, inclusive, and effective digital solutions that better serve our varied customer base.
