NDA’s Digital Women series is talking to leaders from across our industry to understand the particular issues faced by women. Next up is Kirsten Pistor, VP of Operations, Squared.io…
What’s the biggest opportunity for women in digital marketing right now?
There’s a real opportunity for women to take the lead in shaping the next era of digital – especially in areas like search marketing, where experience and sharp thinking matter more than ever. As automation and AI evolve, it’s not just about staying on top of the tools, it’s about having the confidence to challenge, question, and bring a strategic voice to the table. That’s where I see women making the biggest impact right now.
What could companies do to make digital better for women?
Start by listening to women – not just asking for input, but acting on it. In my experience, too many workplaces reward a narrow definition of leadership. Companies need to create space for different styles and perspectives. I’m quite direct (I think my South African roots have something to do with that!), and I’ve seen how that can be misunderstood if a culture expects a more polished or deferential approach. When organisations value substance over style, everyone benefits.
What support has mattered most to you?
Peer networks have been invaluable – people I trust, who I can bounce ideas off or just vent to without filters. But what’s really stuck with me are the leaders who didn’t expect me to change who I was to succeed. I’ve been lucky to work with people who backed me to lead in my own way – even when I’ve been more direct or unpolished than the norm. That kind of support does more than build your confidence – it gives you the freedom to focus on the work, not the performance.
What’s the biggest myth about women in digital?
That we’re not technical, or not strategic. I’ve spent 20 years in search marketing – one of the most data-driven, complex corners of digital – and I’ve seen women consistently bringing clarity, innovation, and leadership. The real issue isn’t capability, it’s visibility. We need to stop treating women as the exception in these roles – they’re already here, delivering results.
