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August 20, 2025 widteam

The Pipeline: Early Gains, Later Losses

The Women in Digital 2025 report reveals a glaring leak in the tech talent pipeline: while women are entering the sector in record numbers, far too many exit before reaching senior leadership. Despite significant investment in graduate and early-career support, only 22% of female respondents over 55 see a clear path to promotion — exposing a stark drop-off in progression that threatens the future of gender diversity in tech.

Organisations are successfully attracting and nurturing early-career women through graduate programs, scholarships, and structured entry pathways. However, this momentum fades sharply as women move into mid and senior career stages. Support diminishes notably for women over 40 and especially into their 50s, underscoring a critical failure to sustain career development beyond entry-level roles.

Confidence Gap in Pursuing Senior Roles

The report reveals a notable confidence gap between men and women when applying for senior roles. While 81% of men believe they support women’s careers, only 68% of women feel that support. This disparity suggests women may perceive less encouragement than intended, potentially impacting their confidence to pursue leadership positions.

Organisations bear a significant responsibility to bridge this gap by actively supporting, mentoring, and sponsoring diverse talent. Implementing inclusive performance management practices, offering structured mentorship programs, and fostering a culture of constructive feedback can help women feel more confident and supported in their career progression.

To balance the scales, companies can adopt strategies such as:

  • Structured Mentorship Programs: Pair women with senior leaders to provide guidance and boost confidence.
  • Inclusive Leadership Training: Equip leaders with skills to support diverse teams, fostering an inclusive environment.
  • Clear Promotion Criteria: Establish transparent pathways to advancement to demystify the process and encourage women to apply for senior roles.

By taking these steps, organisations can empower women to pursue and attain leadership positions, fostering a more equitable workplace.

Structural Barriers Holding Women Back

This decline is driven by structural barriers such as the absence of part-time progression routes, hidden biases, and the “caregiving penalty” that disproportionately impacts women balancing family responsibilities. Moreover, part-time employees are significantly less likely to feel encouraged to pursue leadership roles, compounding the challenge.

Concrete Actions to Fix the Pipeline

To fix this leaky pipeline, organisations must move beyond generic development initiatives and embed targeted, actionable strategies at every career stage:

  • Career Path Audits:

    Require leaders to map and regularly review clear development and promotion pathways for all employees, ensuring transparency and accountability beyond entry-level roles.

  • Leadership Shadowing:

    Provide mid-career women with structured opportunities to gain visibility into executive decision-making and strategic leadership, preparing them for senior roles.

  • Sponsorship Programs:

    Establish active sponsorship where senior leaders advocate for women in promotion discussions, moving beyond mentorship to tangible career advancement support.

Fixing the pipeline demands sustained, structured support—not just at entry but throughout every stage of a woman’s career. Only by closing these gaps can we build a tech workforce where women don’t just enter, but rise, lead, and thrive.


The 2025 Women in Digital Report is now available!

The conversation around gender equity in tech has never been more urgent or more important. The 2025 Women in Digital Report “Driving Change in Tech 2025” dives deep into the lived experiences of people in digital and technology roles across Australia, providing a powerful data-driven overview of where we are, and where we need to go.

Click to download the report!

 

 


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August 20, 2025 widteam

The Missing Middle: Career Progression Isn’t Stalling, It’s Being Blocked

The Women in Digital  2025 report spotlights a structural breakdown: mid‑career progress stalls for women, not from a lack of drive, but because systems aren’t aligning with their complex realities, especially around caregiving and flexible work.

The Human Cost: A Narrative from the Middle

While the report doesn’t name individuals, survey responses collectively convey a powerful story. This sentiment captures the lived experience reflected across responses: ambition is intact, support is not. What did one anonymous respondent have to say?

“After returning from maternity leave, I was eager to contribute, only to find part‑time leadership paths didn’t exist. The support evaporated, and despite my efforts, progression felt out of reach.”

Key Barriers, as Revealed in the Report

1. The Caregiving Penalty

Women balancing caregiving, especially for children or school‑age responsibilities, report facing lower visibility and fewer promotion opportunities, highlighting a lingering caregiving penalty even in digitally-forward industries.

2. The Part-Time Penalty

Flexible arrangements are increasingly common. Yet, the report reveals that part‑time work often stalls progression, leaving women locked out of leadership paths when working less than full-time.

3. Embedded Biases in Evaluation

Performance and promotion systems still favour traditional markers of commitment, long hours, physical presence, meaning those working flexibly or managing caregiving duties face hidden bias, even when outcomes are on par.

Parental Leave is Progressing, but is it Enough?

The Women in Digital 2025 report shows a significant rise in employer support: about 68% of organisations in Australia now offer paid parental leave. This expansion is more than policy, it’s a cultural shift.

However, real change hinges on equal uptake across genders. Without balanced participation, women continue to shoulder the brunt of caregiving, reinforcing the “motherhood penalty” that holds back women’s career progression and earnings.

Ensuring men take their parental leave is vital. Doing so helps dismantle stereotypes around caregiving, normalise shared responsibility, and shift expectations at both home and work.

Looking ahead, watch for this shift: as uptake by both parents becomes the norm, parental leave will transform from a benefit into a marker of progressive workplaces. Over the next few years, organisations that support and expect equal leave to be taken by all parents will lead the way in binding equity, retention, and cultural change.

Beyond Policy

  • Return‑and‑Rise Programs: Structured re‑entry initiatives, offering reskilling, structured mentorship, and clear advancement pathways, enable women to re-engage after career breaks with confidence and clarity.
  • Inclusive Performance Practices: By embedding transparent promotion criteria, flexibility-aware evaluation, and bias mitigation training, organisations can ensure fair assessment—regardless of WFH patterns or caregiving responsibilities.

The Opportunity Ahead

Fixing the Missing Middle isn’t just the right thing to do, it’s smart business:

  • Stronger Leadership Pipelines:

    Retaining mid‑career women means nurturing experienced, diverse leaders for the future.

  • Innovation Through Inclusion:

    Research underscores that diverse leadership teams drive better decision-making and creativity.

  • Retention & Savings:

    Addressing mid‑career exits reduces costly turnover—saving on recruitment and training while keeping institutional knowledge intact.

What next?

The message is clear: mid‑career women aren’t lacking ambition, they’re lacking structural support. Organisations that invest in targeted re‑entry programs and flexible leadership pathways not only retain critical talent but also future‑proof their leadership bench, building stronger, more diverse, and more resilient teams.

 


The 2025 Women in Digital Report is now available!

The conversation around gender equity in tech has never been more urgent or more important. The 2025 Women in Digital Report “Driving Change in Tech 2025” dives deep into the lived experiences of people in digital and technology roles across Australia, providing a powerful data-driven overview of where we are, and where we need to go.

Leaders, Act Now! Support the Missing Middle.
Download the report today!

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August 20, 2025 widteam

Path to Progress: Flexibility Is Step One, Not the Finish Line

The Women in Digital 2025 Report revealed that Australia’s tech sector has embraced flexible work, 77% of employers now offer it. It’s a critical foundation, especially for caregivers. But flexibility alone won’t fix inequity. What leaders think they’re doing to support women isn’t always what women experience. And in that gap, talent is being lost.

“Flexibility helped me stay initially, but without real career support, I felt stuck and invisible,” shared one survey respondent.

This candid reflection underscores a key insight from the report: flexibility is necessary but not sufficient. While flexible work arrangements provide crucial support, especially for caregivers, they don’t address deeper issues, such as career development and visibility. Without intentional efforts to create meaningful opportunities and recognition, women risk feeling sidelined, highlighting why cultural change must go hand in hand with flexible policies.

Without deeper cultural change, flexible policies risk masking persistent challenges: career stagnation, presenteeism, and lack of access to leadership. True progress means reshaping how we define value, performance, and inclusion, not just how and where people work.

Equal Pay Day and the Trust Gap

As Equal Pay Day was recently on August 19th, it’s promising that 66% of female respondents in tech now believe they have equal financial opportunity, up from 43% in 2024. But equity isn’t just about pay, it’s about trust.

A major trust gap remains, as found in just one survey in our report:

  • 81% of total male respondents believe their male colleagues support women’s careers.
  • Only 62% of our total female respondents agree.

This disconnect reveals a core truth: culture can’t be measured by policies alone. It must be reflected in lived experience. If people don’t feel supported, they won’t stay, no matter how “flexible” the policy is.

Perception gaps also impact culture. Leaders may believe they’ve built inclusive environments, but if women don’t experience that inclusivity, progression stalls and organisations risk losing key talent. When employees, particularly women, see policies like flexibility or pay equity in place but don’t experience real inclusion or support, trust erodes. This misalignment fosters a sense of isolation and disengagement, making people less likely to speak up, stay, or strive for advancement. Worse, it can create a sense of “false progress”, where leaders believe equity has been achieved because the metrics look good on paper, so momentum stalls.

3 Things Leaders Can Do Now

Industry leaders show how to do better. In our report, Cathie Reid Am, founder of Arc31, stated “one of the key opportunities to continue to uplift the number of women working in tech comes via amplifying the voices and stories of the women who are already there.”

ACS CEO Josh Griggs similarly said “Our future depends on creating inclusive and flexible environments that support all stages of women’s careers. Employers have to act now by ensuring equitable pay, transparent progression pathways, and supportive leadership programs.”

The takeaway? Allyship must be active, consistent, and felt. Closing the perception gap starts with listening, action, and embedding inclusion into everyday decisions.

To move beyond surface-level inclusion and embed real equity, leaders can:

  • Audit and act:

    Conduct regular pay and promotion audits and be transparent about the outcomes.

  • Value impact, not hours:

    Train managers to recognise and reward output, not presenteeism or visibility.

  • Mentor and sponsor:

    Actively support mid-career women with access to high-impact projects and leadership pathways.

Measure What Matters

Culture isn’t what’s written in a handbook, it’s how people experience their workplace every day. That’s why leaders must go beyond policy checklists and measure what really matters: inclusion, trust, and equitable opportunity.

These perception gaps aren’t just statistics, they shape whether women stay, grow, and thrive in tech. Our 2025 Women in Digital Report unpacks the Path to Progress, the Missing Middle, and the Pipeline,  offering leaders a roadmap to close the gaps for good. Together, they form a roadmap for turning momentum into measurable, lasting change.

 


The 2025 Women in Digital Report is now available!

The conversation around gender equity in tech has never been more urgent or more important. The 2025 Women in Digital Report “Driving Change in Tech 2025” dives deep into the lived experiences of people in digital and technology roles across Australia, providing a powerful data-driven overview of where we are, and where we need to go.

Let’s Make Lasting Change! 
Click to download the report!

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May 12, 2025 Women in Digital

Leading with Heart

A Mother’s Day Conversation with Jaya De Silva

In this special edition of our Mother’s Day series, we had the pleasure of speaking with Jaya De Silva. Jaya is an inspiring leader at Sekuro, a mother of three, and a woman who balances her vibrant family life with a purpose-driven career. Warm, wise, and deeply grounded, Jaya’s story is a heartfelt tribute to the women who shape us… mothers, daughters, and all the roles in between.

Lessons Lived, Not Just Taught

Jaya grew up in Sydney’s Hills District, raised by her mum, a hardworking single parent and nurse who worked double shifts to provide for her two children. Watching her mum navigate life with grit, humour, and unwavering love left a deep imprint on Jaya. She recalls how her mum showed her the importance of loving your children unconditionally, knowing and loving yourself, working hard, and always giving back to your community. “These weren’t things she told us,” Jaya reflects. “They were things she showed us every day.

Now a mother herself to three young girls, Jaya describes her household as “lively and chaotic – in the best way.” She and her husband are both drawn to the buzz of a big family, and they embrace the noise, the mess, and the joy of raising kids close in age. It’s that same spirit of openness and energy that Jaya brings to her leadership role at work. “At my core, I’m a maternal person,” she says. “And that doesn’t switch off when I go to work.”

Leading Through Empathy

In her role, Jaya mentors and supports emerging leaders, often drawing from her own lived experience to lead with empathy. For her, leadership isn’t just about performance, it’s about people. “It’s about creating an environment where others feel seen, heard, and supported. That’s how you build real trust, and that’s how you grow leaders.”

Moments That Matter Most

One of Jaya’s most cherished memories with her mother came later in life, after the birth of her first daughter. During maternity leave, she spent most days with her mum, watching her mother and daughter develop a special bond. “That time was a gift,” she says. “My mum was terminally ill and passed away a year later. I’m so grateful I had that time with her.  Life can be unpredictable, and it’s at these times you have to decide what is important, as we don’t get that precious time back.

Reflecting on her mother’s influence, Jaya acknowledges the different paths they took. While her mum worked in healthcare, a field still in need of greater support and recognition, Jaya was drawn to business and law. But the foundation of service and work ethic remains the same. “Mum worked hard, but she also taught me to live a full life,” she says. “If I had a bazillion dollars, I’d still work in some way to contribute. It’s part of who I am.”

Raising Future Women With Purpose

When it comes to advice she hopes to pass on to her own children, Jaya doesn’t hesitate: “Stand on your own two feet – especially financially. Travel. Stay open-minded. And whatever you choose to do, make sure you love it.”

Reflecting on everything she’s learned from her mum, Jaya shares a message she wishes she could say one more time.

If my mum were reading this now, I’d say – Thank you. For everything. For every sacrifice, every laugh, every hard moment. You taught me what strength really looks like.

 

Quick Fire with Jaya

  • Three words to describe your mum: Courageous. Empathetic. Humorous.
  • What grounds you? My girls – they’re my reminder of what really matters.
  • What brings you joy right now? Slow mornings, spontaneous hugs, and watching my daughters become their own people.
  • One value you try to live by every day:  Move through the world with kindness and always advocate for yourself!

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May 12, 2025 Women in Digital

The Women Who Shape Us

Grace Charles on Her Mum’s Quiet Strength

This Mother’s Day, we’re celebrating the women who shape us with their wisdom, care, and strength. Grace Charles, a passionate HR Business Partner and self-professed introvert “in hiding,” opens up about the incredible influence her mother has had on her life. Grace may not have children of her own, but the life lessons passed down from her mum have deeply shaped who she is today.

A Foundation of Family and Fairness

Grace describes her family – her mum, older sister, and younger brother – as her safe space. “My family are genuinely my favourite people to spend time with,” she says. While her siblings are the storytellers and extroverts, Grace identifies more with her mum’s quiet, steady presence.

One of the most powerful lessons her mother taught her is to “always do the right thing, regardless of whether people are watching or not.” That moral compass, built on fairness, honesty, and humility, has guided Grace throughout her life and career. 

She’s the first person to place herself in the back-row,” Grace shares, “but you can guarantee she’ll step forward to advocate for something she believes in.

Little Gestures, Big Love

A tradition that always makes Grace smile is the mysterious Valentine’s Day cards she and her siblings receive every year, signed anonymously, but suspiciously similar to her mum’s handwriting. “It’s a simple gesture, but a tradition I love. I keep all of these cards in a box at home. They make me reflect on the types of traditions I might like to create if I had a family of my own one day.”

Resilience in the Face of Loss

Grace’s mum became a single parent when her husband passed away, leaving her to raise three young children while navigating her own grief. “I’m sure she had days where she wasn’t sure she would get through it,” Grace reflects. “But she did. And those hard times forged unbreakable bonds between us.”

That reminder is something Grace hopes to pass on to future generations: “Even on your hardest days, there are always brighter ones ahead.”

A Quiet Career Influence

Though Grace’s career path in HR differs from her mum’s role as a library technician, the foundational values are the same. “She’s always taught us that it’s important to be responsible and show accountability for things and people outside of ourselves,” Grace says.

Her mum’s emphasis on kindness and respect has also shaped Grace’s approach to work: “The consideration I have for others has contributed to building strong relationships in my career. That’s something I’m really proud of.”

Quick Fire with Grace

What do you call your mum?
Mum

What did your mum call you when you were in trouble?
My full name—Grace Charles (or, jokingly, ‘Disgrace’)

What’s the one tech thing your mum can’t figure out?
Taking photos! Somehow her photos are always blurry – it’s a running family joke.

How would your mum describe what you do?
Before I started working in HR, I think she saw it as just admin. Now, after hearing about my work, she’s realised how deeply human, complex, and strategic the role can be.


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May 12, 2025 Women in Digital

A Legacy of Strength

Masseh Haidary on the Women Who Shaped Him

This Mother’s Day, we are proud to feature Masseh Haidary, Oceania CEO of Global Payments. Masseh’s story is a powerful reminder that the influence of strong women can leave a lasting legacy. Not just at home, but in leadership, character, and community. Raised by a courageous mother and married to a deeply inspiring partner, Masseh’s reflections are filled with gratitude, perspective, and hope for a future where more women have the opportunities they deserve.

A Family Shaped by Resilience and Love

Growing up, Masseh’s family had anything but a traditional path. “While my cultural heritage was rooted in a tradition where men led, our family moved to Australia with nothing more than the clothes on our back when I was only one year old,” he shares. In an unorthodox move for their community, it was Masseh’s mother who stepped into the role of both mother and father, setting the tone for the life he would go on to build.

Today, Masseh’s immediate family includes his wife Mina, daughters Siyanna and Sura, and son Danial. After more than 20 years of marriage, Mina’s unwavering support has also played a major role in shaping his life. “She challenges me to get outside my comfort zone and is always my biggest support figure professionally and personally,” Masseh says with pride.

Lessons in Vision and Sacrifice

One of the defining memories Masseh carries from his childhood was a pivotal decision his mother made when times were tough. Amid financial struggles, they had the choice to move away from opportunities and community, but she chose to stay. “Against the grain, Mum was the only one who decided to stay put, rent a small place, and focus on giving us the best opportunities while sacrificing an awful lot along the way,” Masseh recalls.

Her lesson was simple but powerful: never lose sight of the bigger picture and future prosperity, even when the present feels overwhelming.

A Deepening Respect for Motherhood

Watching his wife become a mother only deepened Masseh’s admiration for the strength of the women in his life. He reflects on the early years of parenthood as a profound experience: “The sacrifice, the resilience, carrying another human and that connection a mother has was incredible.

Through every emotional and mental challenge, Mina’s perseverance stood out. Masseh shares, “With three kids, a mother’s love, guilt and endurance — it’s powerful stuff, especially in a society that’s made it difficult for women to have the same opportunities and support required.” It’s a reality that has strengthened his commitment to being part of a generation that drives meaningful change.

Values That Anchor Every Decision

As Masseh’s career grew into senior leadership, the influence of his mother’s example never faded. “Not a day goes by where I compromise my choices or priorities,” he explains. The importance of a stable, loving home, and carrying out professional duties with empathy, are values deeply rooted in the lessons his mother modelled.

Her courage to go against cultural norms – to work, to lead, and to nurture – continues to shape his leadership style today.

A Legacy of Generosity and Courage

When asked what he would say if he could thank his mother or wife for one thing, Masseh’s gratitude is clear: “I’m eternally grateful for my mum giving me everything she had, showing me the value of generosity in life and how it gives back to you in droves.

And after nearly 25 years together, he credits Mina to helping him continue to grow. “She’s invested in her personal development and growth, and that gave me the courage to do the same.”

Quick Fire Round

What do you call your mum?
Mal.

What did your mum call you when you were in trouble?
Just my first name.

Who needs more tech help—you or your mum?
Definitely me!

How would your mum describe your job?
A leader who follows in the steps of her leadership principles.


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May 12, 2025 Women in Digital

Leading with Love

Redefining Motherhood, Mentorship, and Meaningful Impact

For many women, the word “mother” conjures images of family, warmth, and guidance. But for some, it’s more than a title, it’s a way of being. In this special Mother’s Day feature, we spoke with Doriena Parsons whose career has taken her across the globe and into boardrooms and blended families alike. She shares how women have shaped her journey, what she’s learned as a stepparent, and why redefining motherhood could be one of the most powerful ways to change how we lead.

Finding Power in Kindness and Ambition

Across a career spanning continents and sectors, Doriena has met many remarkable women. But the ones who made the most impact didn’t shout the loudest.

What stood out was their ability to lead with balance, strength, and integrity,” Doriena recalls. “Whether I was working in Europe, the Middle East or here in Australia, they showed up with calm, consistent leadership. They didn’t compromise their values to get ahead,they embodied them.

Growing up, ambition wasn’t something encouraged in girls. It was often laughed off or shut down. But an early-career mentor, a woman in leadership, shifted that narrative.

She told me something I’ve never forgotten: don’t let someone else judge the scale of your ambition, and when they do, don’t let it make you bitter. Stay fair. Stay open. Keep going.

It’s a philosophy that’s stayed with Doriena. One that reminds us that ambition doesn’t have to be loud to be powerful, and that kindness and strength are not opposites, but partners.

On Choosing a Different Path – and Still Showing Up Fully

Though Doriena chose not to have biological children, she became a stepparent to two daughters in a blended family, and that decision shaped not only her personal life but her leadership style.

I chose to focus on being a strong and stable presence for the girls,” Doriena shares.

It also meant I could channel energy into my career and eventually become the main breadwinner. It was a conscious choice, and not always one that others understood.

Some of the harshest judgments came from other women. But she stood firm in her belief: you don’t need to give birth to someone to love and support them like a parent.

As both a stepparent and mentor, she’s learned the power of presence and perspective. “I try never to tell people what to do. I offer my view and my experience. But I leave the choice to them. That kind of support, that respects autonomy, is essential in parenting and leadership.

Some of the hardest moments Doriena has experienced have come from the sidelines – watching someone you love make a painful choice you can’t protect them from. “But those are often the moments people grow the most. Your job is to stay steady, stay close, and let them figure it out. It never gets easier, but it’s necessary.

Mentorship as Modern Mothering

When asked about her role in supporting the next generation, she sees it as an act of reflection and belief.

Sometimes people just need someone to reflect their strength back to them. To say: I see what you’re capable of, even if you don’t yet.

Resilience is another core lesson Doriena tries to pass on. Life is messy, nonlinear, and imperfect. And that’s okay. “Setbacks are inevitable. But failure isn’t final. We need to build spaces where people can test ideas, try things, and feel safe getting it wrong. That’s how confidence is built – through belief, experience and freedom.

In a world that often values speed and perfection, Doriena advocates for something deeper: the courage to grow slowly, thoughtfully, and with purpose.

Redefining Motherhood in Leadership

To her, the word “mother” isn’t limited to biology. It’s a verb, a mindset, a form of leadership.

In business, mothering can look like mentoring with patience. It can mean creating safe spaces for others to speak up, or advocating for someone when they’re not in the room.

But she’s quick to point out that we need to rethink the language around it.

For too long, mothering has been associated with softness, often undervalued in professional spaces. But mothering at its best is profoundly strong. It’s about holding space, building resilience, and helping others realise their potential.

It also means taking a stand. Saying no to toxic behaviour. Refusing to play into behind-the-scenes commentary that tears others down. “If we say we value transparency, we have to live it – even when it’s uncomfortable. Leadership should reflect our values, not just our KPIs.

The One Piece of Advice She Hopes Young Women Take to Heart

Be confident in what you know… and humble about what you don’t.

Women are challenged more often, Doriena notes, and asked to prove themselves in ways their male peers are not. But confidence isn’t arrogance. And humility doesn’t mean self-doubt.

You don’t need to justify your choices to anyone. Just make sure they’re rooted in kindness, in integrity, and in your own truth. And don’t stop there. Seek out people who see the world differently from you. That’s where real growth happens.

This Mother’s Day: A Celebration of Quiet Confidence

For Doriena, confidence isn’t always loud. Sometimes, it’s steady. Sometimes, it’s deeply personal.

This Mother’s Day, I hope we can celebrate the women who lead with compassion and intention. The ones who uplift others quietly, the ones whose impact is felt more than seen.”

In her view, womanhood doesn’t need to fit a mould. Neither does leadership. “We have the power to shape our lives in ways that not only serve us, but make space for others to thrive too. That ripple effect? It matters. And it starts with how we choose to lead.

 

 


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May 12, 2025 Women in Digital

Lessons in Love, Leadership and Legacy

Mother’s Day has never been just about flowers and cards. It’s about the women. Mothers, grandmothers, aunties, stepmothers, chosen family, mentors, partners. All who show up, shape us, and stay with us long after we’ve left home. This year, we’re spotlighting real stories from our community to celebrate the resilience, wisdom, and influence of the women who’ve made us who we are.

We recently connected with some of our community members for an in-depth discussion about the women who have impacted their lives, and how that has shaped who they are today. 

Special thanks to our contributors:

 

Strength, Sacrifice, and the Unseen Load

We know many of the women in our lives carry an emotional and physical weight that often goes unspoken, but never unnoticed. That strength is what shapes the character of those around them.

Masseh remembered a defining moment from childhood:

“Mum was the only one who decided to stay put, rent a small place, and focus on giving us the best opportunities while sacrificing an awful lot along the way.”

Jaya, too, shared the depth of sacrifice that comes with parenting and leadership:

“Sometimes as a mum, you wear the burden of guilt — wanting to be everything to everyone. But over time I’ve learned it’s not about doing everything, but being present where it matters most.”

This invisible labour, emotional, mental, logistical, is often underappreciated, but it’s foundational to how communities and workplaces function. These reflections call for a deeper recognition of that contribution.

Leadership Beyond the Boardroom

The most influential leadership doesn’t always come from titles or authority – sometimes, it’s lived quietly at home. Grace reflected on her mum’s subtle yet powerful presence:

“My mum never tried to be the loudest in the room, but her voice always carried.”

This kind of grounded leadership, rooted in values and quiet consistency, shaped how these leaders now show up in their own roles. For Jaya, motherhood and executive leadership are inherently connected:

“As a parent, I’m always thinking about the legacy I’m building for my children. But as a leader, that thinking has helped shape how I build teams, lead change, and invest in people.”

The lesson? Leadership is not about hierarchy. It’s about responsibility, impact, and showing others what’s possible through your actions.

Redefining Motherhood, Family, and Care

Not all mothers are biological. And not all families are traditional. One key sentiment discussed with our community members was about redefining what motherhood and family mean, and how broadening that definition only adds more meaning.

Doriena offered a powerful reflection on step-parenting and mentorship:

“Motherhood isn’t just about biology — it’s about showing up, about being present, and about leading with kindness.”

Masseh echoed this sentiment through the lens of his upbringing, where his mother took on both parental roles:

“While my cultural heritage was rooted in a tradition where men led, it was my mum who stepped into the role of both mother and father.”

These stories show us that care, love, and leadership don’t follow a set path — and that family is defined by connection, not convention.

Legacy in Action

In the lead up to Mothers Day, our community members reflected on the values passed down by the women which have not only shaped their personal lives, but also their entire careers. They inform how these leaders make decisions, hold boundaries, and mentor others.

Grace, for instance, shared that her mum’s integrity continues to guide her daily:

“She lived by her values and that’s what made her a true leader in my eyes.”

For Masseh, the influence of his mother’s leadership is something he carries into every room:

“Not a day goes by where I compromise my choices or priorities. I carry her strength into every room I walk into.”

Jaya echoed this, explaining how her legacy as a mother and leader intertwines:

“I want my kids to look back and say, ‘My mum was strong, but she also cared deeply.’ That’s what I want for my team too.”

These stories remind us that values aren’t taught once, they’re modelled over time. And when passed down, they become powerful tools for generational and cultural change.

This Mother’s Day

Motherhood is leadership. It’s care. It’s resilience. It’s choosing to believe in someone before they believe in themselves. This Mother’s Day, we honour the women who raised us, inspired us, challenged us, and built futures through their everyday courage.

To every mother and maternal figure, thank you. We are better because of you.

Read each contributor’s full reflective article:

 

 


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May 1, 2025 Women in Digital

The Path to the C-Suite: Lessons from a Chief Customer Officer

For many tech professionals in customer-facing roles, the path to executive leadership isn’t always clear. Yet for Alexa Kane, Chief Customer Officer (CCO) at Felix, a decade-long career spanning customer support, onboarding, customer success, partnerships, and operations laid a strong foundation for her transition into the C-suite.

From Hands-On to Strategic Leadership

Alexa attributes her career growth to a willingness to take on challenges beyond her core responsibilities. Her early roles required her to work cross-functionally, providing insights into how different business units operate together. However, stepping into the C-Suite required a shift, learning to trust her team’s expertise rather than trying to be hands-on in every function. Moving from lean, high-attrition environments to executive leadership meant focusing on strategic objectives, resource planning, and business growth rather than day-to-day operations.

“Putting my hand up for different projects and learning beyond my immediate responsibilities was a game-changer,” she explains. “Working cross-functionally and understanding how different teams contribute to the bigger picture gave me a wider perspective that I still rely on today.”

A key learning experience came from being on the receiving end of SaaS solutions. As the decision-maker for customer tools, she gained valuable insights into onboarding, service transitions, and pain points… perspectives that now shape Felix’s customer experience strategy.

Challenges, Adaptation, and Leadership Growth

Joining Felix meant stepping into a new role and company where she would need to use her strong background in B2B SaaS to understand new industries and familiarise herself with the problems the Felix platform solved. And she would have to do it quickly! Rather than seeing this as a limitation, Alexa leveraged her experience in B2B SaaS and operational leadership. By analysing systems, processes, and growth opportunities, she found ways to contribute beyond the target industry knowledge.

Rather than trying to become the expert overnight, I leaned on the subject matter experts around me while focusing on what I knew best – optimising systems, processes, and team structures,” she says. This approach not only helped her transition successfully but also reinforced the importance of trusting and empowering her team.

Managing Imposter Syndrome and Non-Linear Career Steps

Alexa acknowledges that imposter syndrome is prevalent at all levels, particularly among women. She combats self-doubt by seeking feedback, reflecting on achievements, and challenging negative self-talk. 

“Negative self-talk is something I’ve had to actively work against. Recognising it and consciously shifting my mindset has helped me push through moments of uncertainty.”

She also emphasises the value of taking non-linear career steps, moving sideways or even backward at times to develop critical new skills. These decisions, while unconventional, ultimately accelerated her career.

Advice for Future Leaders

For those aspiring to executive leadership, Alexa’s advice is clear: embrace challenges outside your defined role, be proactive in optimising team performance, and balance efficiency with empathy. She stresses the importance of strategic time management, effective delegation, and adaptability, key traits that distinguish functional leadership from C-suite leadership.

    1. Step outside your comfort zone. Raise your hand for projects beyond your direct role. The experience you gain will accelerate your career faster than you think.
    2. Seek to learn from leaders in other departments. Ask questions and understand the functions, goals, priorities, ways of working and thinking from divisions such as Finance and Engineering. This will be a huge contributor to developing your wider business acumen.
    3. Balance data-driven decisions with people leadership. Efficiency and effectiveness are critical, but so is building a strong, engaged team. Don’t underestimate the impact of culture.
    4. Be strategic with career moves. A lateral or even backward step can sometimes be the smartest move for long-term growth. If it builds new skills, it’s worth it.
    5. Own your achievements. Women, in particular, need to get comfortable acknowledging their successes. Take credit for your contributions.

    Develop strong time management skills. The jump from team leadership to business function leadership requires a shift in prioritisation. Being ruthless with your time is essential.

A Journey of Adaptability and Impact

Reflecting on her career, Alexa is proud of her adaptability and openness to new opportunities. “I never had one rigid end goal. I let my career evolve naturally, and that’s what led me here.”

She also recognises the significance of her current role. “Being the first female executive at Felix and the first Chief Customer Officer advocating for customer experience at the executive level is something I’m incredibly proud of.

For those looking to follow a similar path, her message is clear: Leadership isn’t about knowing everything, it’s about learning, adapting, and trusting in the expertise of those around you.

 

 


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December 3, 2021 Women in Digital

Introducing the 2021 Executive Leader of the Year, powered by Avanade, Tracy Whitelaw!

Tracy Whitelaw won this award alongside Professor Mary Foley AM.

Tracy Whitelaw is the Chief Digital Officer at Local Government Association of Queensland (LGAQ), leading the digital transformation and data maturity of 77 Queensland councils to help the councils better serve their communities. Under her leadership, LGAQ are setting up the LGAQ Innovation Lab, powered by Telstra, and in conjunction with Google, Facebook, local startups and universities.

The judges were particularly impressed with Tracy’s use of technology to serve the community and drive innovation across local government.

We were thrilled to talk to our 2021 Executive of the Year about her winning entry, career and thoughts on diversity in digital.

Congratulations Tracy! You have no doubt had an impressive career so far, but tell us, who is Tracy the person?

Oh this is a great question! I am not sure I’m that much different from anyone else. I’m a wife, mother, nonna, daughter, self-professed geek, nerd, gamer, lover of learning and gadget fan to name but a few parts of me. I’m also a Scozzie – Scottish Australian – having come here in 2007 and proudly calling QLD home.

What is something that not many people know about you?

A lot of people don’t realise I’ve been with my wife for 23 years, married for 3 of those and that I’m a nonna to an 8 year old and a 6 year old, Jaxon and Aria who are the absolute light of my life. When people find out they usually say “you’re way too young to be a nonna!”! But I am, and that’s a story for another time!

Welcome to WID Awards Alumni! We want to know… what does winning this award mean to you?

I am so honoured to have won this award, it was completely unexpected for me. It means a lot because I’ve seen the ripple effect that it’s had on my friends, family and professional network. My family have been so proud and so excited to celebrate the win with me and my friends and team at work have gone all out to congratulate me and continue to remind me of the great achievement. Similarly, I have had so many people in my network reach out and I hope that they can see that it’s possible for them to win something so amazing too.

It is commonly recognised that there are fewer female leaders in digital and technology. How did you end up working in this industry?

I feel like I accidently got into it! I had a keen interest in digital communications in my undergrad degree and I’ve always been a bit of a digi-nerd since I was a kid, where I always had the latest computer or gaming device. When I moved to Australia I took a job as a content writer for a startup company who created AI chat bots (back in 2007!). In that role I quickly evolved into their Chief Knowledge Engineer and we created chatbots for companies like NASA, AMP, NAB and more. From there I was all in on digital solutions and digital communications and I combined both working as one of the first Social Media Specialists in local government for Brisbane City Council in 2010. After that, my career really just continued to evolve across the digital ecosystem and I’ve been focused on getting to a Chief Digital Officer role which I achieved in 2020.

We were inspired by your remarkable journey and evident admiration you have from your team. In a bite-sized summary, what does leadership mean to you?

Leadership is an honour, not a right. For me it’s about trusting your team to do the job they were hired to do. My role is really setting the vision and helping us get where we’re going. It’s about supporting them when they need it and getting the heck out of their way to let them shine. I think alongside trust, the biggest part of leadership is listening. I learn as much if not more from my team than they learn from me I’m sure. The trick is to hear them and action things where you can, it’s important to show you’re supporting them and always be there to get in the ring with them when they need you to. Roll up your sleeves and show up for them like they do for you.

The pandemic has been a challenging time for many leaders. How have you managed to keep your team engaged through COVID?

I am a big fan of ongoing communication with my teams whether that’s face to face or online. I have regular one on ones, team meetings and daily chats. We continued this through COVID, by ensuring that we stayed engaged online by having regular meetings, social events like trivia, coffees and more. We are a team that talks a lot, so staying engaged during COVID was an extension of what we’d normally do, but with a little more check-in time to ensure people weren’t feeling isolated or struggling.

What is one thing you wish someone told you about what a career in leadership is like?

I wish someone had told me that it’s okay to not always know what you’re doing or whether the decision you’re making is going to turn out positively. It’s hard, but being in a leadership role means people need you to sometimes make the hard calls and you can only do what you believe is right, with the knowledge you have available to you at the time.

What do you believe is the importance of industry awards such as the Women in Digital Awards?

It is important to continue to showcase the amazing work women are doing in this space because it does continue to be dominated by men. I think that seeing so many amazing women being nominated or winning is inspirational to other women who work in the digital field. Also, I think having the opportunity to showcase the work you’re doing on a national stage is wonderful. I’ve had so many people across Australia (and the US) reach out to me to congratulate me, so getting to put the work that local government in QLD are doing in digital under the limelight like it has, has been extremely important.

Who is your professional inspiration?

I’m a big fan of Gloria Steinem because I love that she led the way for the feminist movement and still continues to passionately advocate for that. I like that she carved a path for women to have a seat at the table, to fight for equality and that she embraced diversity at a time when many didn’t. She fought to have women of colour and lesbians considered as a key part of the women’s equality movement. I am inspired that she recognised diversity brings strength and is something that should be the minimum we’re willing to accept when it comes to our professional environment.

What’s your most recommended business or leadership resource?

I love reading academic journals and books. I’m a big fan of Brene Brown when it comes to leadership because I feel like I can connect with her empathetic and vulnerable leadership style. I like academic journals because I’m a bit of a learning nerd and like to study, so they work well for me. Also, I really cannot underestimate the power of Linkedin which I’ve become a massive fan of over the last few years. It is great for connecting and learning more about what’s happening in your field.

In what ways do you think diversity is important to someone in a leadership role?

It is critical. Diversity in your team will bring diversity of ideas. You can’t expect to deliver a good product or service to your customers if you have people lacking diversity making the decisions. We are all different and we should embrace that. As a woman in digital and as an out lesbian for many years, I have always felt I’ve been in the ‘diverse’ category, so I always strive to ensure I bring a wide range of diversity to every team I have with the people I employ. We all deserve a seat at the table.

What do you think can be done to improve diversity in the digital industry, particularly in more leadership positions?

If you’re in a position of leadership, make the difference. Help others into the same position. The excuse ‘we couldn’t find any females/indigenous/people of colour’ during the recruitment phase is one that needs to die. Change your recruitment process. Alter your adverts. Amend your targeting. Make the commitment to actively seek diversity and every chance you get, look to create a space for someone who is different from you. That’s where the magic happens. I’m a little tired of seeing the bro club in so many digital organisations and of seeing the ‘male, pale and stale’ on executive teams or boards. Not to say they don’t have a space, but just not ALL the spaces.

What tips do you have for early-in-career professionals aspiring to achieve leadership positions one day?

I never thought I’d be a leader as I was painfully shy during University. I couldn’t even show up for group work as it would make me so anxious. I also hated public speaking. So my advice would be, don’t count yourself out. Surround yourself with people who support you and who you can learn from. Don’t see them as competition, look at what you can learn from them and offer your own skills and expertise to them. There is always something you can bring to the table, find what it is and work on improving it. Also, don’t take critique personally (which is really hard!), use it to get better.

What technology development is most exciting you at the moment?

I am the founder of a VR/AR company called HavenXR and I’m extremely excited about the potential for the metaverse in its many forms, not just the Facebook element! We’re working on pushing the limits of technology to create a fully immersive VR/AR location-based entertainment. HavenXR will entirely immerse participants in a new sensory experience where technology and content are developed from the ground up to create an exciting experience and that’s just the beginning. This is what’s really exciting to me at the moment in terms of technology development and I’m so keen to see where this goes.

Once again, congratulations Tracy Whitelaw on this accomplishment and thank you for taking the time to chat with us!

Want to get involved with the 2022 Women in Digital Awards? Register your interest here so you never miss an update!

To read more Q&A blogs from our line-up of Women in Digital Award Winners, head over to our blog and keep an eye out for more success stories on our Facebook and Instagram. You can also see our full list of winners here.