In our latest Digital Women interview, we meet Milda Cristal, Senior Account Director, Adform…
What are the biggest opportunities for women in your sector of the digital industry right now?
I think we’re becoming much more open to the idea that successful leadership doesn’t have to look the same for everyone. Why should it? There’s more space for people to lead authentically, bring their whole selves to work, and be open about what they know and what they’re still learning. That creates room for different perspectives and leadership styles to be valued.
I’m also really encouraged by the growing sense of community among women in our industry. Whether it’s through formal mentoring programmes, informal networks, or simply being willing to have a conversation and share your experience, women are increasingly making time for each other. I’ve been lucky to experience that throughout my own career, and I know how much of a difference it can make to have someone willing to share their advice or open a door for you.
For me, though, it’s about more than simply increasing representation. It’s about creating an industry where women can define what success looks like for themselves, rather than feeling they need to fit a particular mould.
What are some of the challenges that you still see for women in the industry?
There’s still a lot of pressure to have a very particular kind of career. There’s an expectation that you should always be progressing, always saying yes to the next opportunity, and giving 100% to work, while also being fully present in every other part of your life. But I don’t think that’s realistic for anyone.
That pressure can become particularly noticeable at certain life stages. Becoming a parent, for example, can feel daunting in an industry as fast-paced as ours. We need to make more room for careers to evolve alongside people’s lives, rather than expecting everyone to follow the same path at the same pace.
I’d also like us to move away from the idea that career progression has to be linear. People’s priorities and strengths change, and sometimes stepping sideways, taking a pause or pursuing something different is exactly what helps you grow. A career can have different chapters and still be hugely successful.
And then there’s confidence. I’ve met so many talented women who underestimate themselves or wait until they feel completely ready before putting themselves forward. The reality is, you’re rarely going to feel 100% ready. Having a culture that encourages people to take those opportunities anyway can make a huge difference.
What support structures and organisations are most important and effective to you as a woman in the digital industry?
For me, it really comes down to people. The relationships I’ve built with colleagues, peers and mentors have probably had the biggest impact on my career. They’ve given me perspective when I’ve faced challenges, encouraged me to take opportunities I might otherwise have talked myself out of, and helped me navigate different stages of my career.
I’ve been lucky to have that kind of support at Adform too. I’ve had people around me who encouraged me to take on new challenges, backed me when I stepped outside my comfort zone, and gave me the space to develop in my own way. Having that support can make a huge difference, particularly as your circumstances and priorities change.
Beyond the workplace, organisations such as Bloom UK also play an important role. They create spaces for women to connect, learn from one another and have honest conversations about the realities of working in our industry.
Something I feel particularly strongly about is what I’d call ‘cheer leadership’. Why not celebrate each other’s successes rather than seeing them as competition? There is room for all of us to succeed, and when women actively champion one another, share experiences and open doors for each other, we create a much stronger industry.
Support around key life transitions matters too, particularly when returning from maternity leave. Coming back to work should feel like continuing your career, not rebuilding it from scratch. Flexibility is important, but so are meaningful opportunities, career support, and ensuring women still feel connected to their ambitions.
What is the biggest misconception (a) about women in the digital industry, and (b) *by women in the digital industry?
One misconception I’d really like to challenge is that taking a career break somehow reduces your ambition or potential. Why should time away from work be seen only in terms of what you might have missed? Life outside work can give you resilience, perspective and skills that are just as valuable.
I think this can be particularly difficult after maternity leave. It’s very easy to come back and think, ‘everything has moved on without me.’ The industry has changed, projects have moved on, and new people have joined, so it can feel like you’ve fallen behind.
But have you really? Your capability hasn’t disappeared while you were away. Once that confidence starts to come back, you often realise the gap is much smaller than you imagined. You haven’t lost your place; you’ve simply come back with a different perspective and, in many cases, a whole new set of strengths.
What one piece of advice would you offer a woman starting in the digital industry today?
Don’t focus only on becoming an expert. Of course, building your knowledge and expertise matters, but the relationships you build along the way can be just as valuable. Get to know people, ask questions, learn from different perspectives and be curious about what other people are doing.
And in an increasingly digital industry, don’t underestimate the value of meeting people in person. Some of the most valuable conversations in my career have happened outside of a formal meeting or over a coffee. Those genuine connections stay with you.
I’d also say: stay relentlessly curious. Our industry changes incredibly quickly, so success isn’t necessarily about knowing everything today. It’s being willing to learn, unlearn and adapt as things change.
Finally, find women who inspire you. Look for mentors, female networks and communities where you can hear other women’s experiences and build relationships. Having someone whose career you admire can help you navigate your own challenges and, perhaps most importantly, show you that there isn’t one ‘right’ way to build a successful career.
Your career will evolve. Don’t be afraid if it doesn’t look exactly how you imagined it would at the beginning.
