International Women’s Day — Inspiring advice: Deana Jardim

When did you decide to pursue a career in technology?

A simple question, but one that has had me in knots for days as I’ve gone down one rabbit hole after another trying to recollect the exact moment I made this decision along with questioning, what exactly is the definition of a career in technology?

I mean, there has not been a single role in my career whether it be in Management Consulting or as an award-winning Marketer in the last two decades that hasn’t required an in-depth understanding of the technology ecosystem within which I operate to be successful. 

Until the early 1990s, life was fairly predictable for those of us in Marketing and Sales.

The playbook was simple; chat to a sample of your customers face-to-face about a product. Unearth some deep-seated nuggets of needs and desires and rush off to develop a series of award-winning, emotionally charged TV adverts glamorising how your product addresses those needs and desires (Throw in a famous athlete while you're at it for aspirational cues!) Then sit back and watch shopping carts overflow. Rinse and repeat!

Fast-forward to 2025, an explosion of digital transformation has taken place in Marketing and Communications (along with other sectors), with the average consumer now being exposed to a mind-boggling +3,000 adverts daily.

We’ve gone from discrete focus groups to extensive technology ecosystems that gather and analyse real-life purchasing and customer behavioural data delivered through an orchestrated network of platforms and processes.

Data! Measurement! Insight! Words that have become my besties while Gut Feeling, Judgement, Guesstimates are relegated to the bench.

With every technological advancement, organisations have had to adapt internally or risk being left behind.

This adaptation has made Data Architecture essential, including structured Data Lakes, evolving Customer Relationship Management (CRM) Systems for managing customer records, and APIs for facilitating third-party integrations. Furthermore, back-end finance platforms have had to evolve to accommodate multi-jurisdictional transactions and tax processing.

Campaign management tools have also become crucial for communication, nurturing leads and selling across various marketing channels, all aimed at cutting through the overwhelming noise of the digital landscape.

Again I ask myself the question, do I have a career in technology and the answer is dam right I do!

It has been and remains an exhilarating and fast-paced journey! My experience has equipped me with the skills to embrace change and has ignited my passion for using technology to create meaningful connections in our ever-evolving marketplace.

My recent focus on Cybersecurity epitomizes this pursuit, driven by a desire to blend my love for technology and innovation with a strong sense of purpose. 

When asked whether women should consider technology as a career, my answer is a resounding yes!

Women significantly influence consumer spending, driving a staggering 70% to 80% of global purchases. This reinforces the importance of diversity in the tech industry; since our customers are diverse, our workforce should reflect that diversity.

I have had the privilege of working across various tech-focused sectors, from start-ups in the Google Residency Program dedicated to Femtech to ventures in Cleantech and the rapidly evolving Fintech space.

The women within the start-up sector stand out as true pioneers, fiercely pursuing their ambitions and paving the way for others.

It’s inspiring to witness this shift and celebrate their successes, even though funding for women-led start-ups still lags that of their male-led counterparts.

For the amazing women out there who may feel intimidated or unsure about entering the tech field, my advice is simple: Technology is omnipresent and the entry points and opportunities are vast. Roles requiring technical skills—such as Software Developers, Network Administrators, CRM Administrators, Security Engineers, CIOs, or CISOs—are plentiful, alongside positions where having foundational knowledge in key technologies is essential, such as Program Managers overseeing large digital transformation projects, CMOs, business owners, and C-suite executives.

Whatever your chosen path, equip yourself with the knowledge needed to succeed and continue to build on it.

Continuous self-development is crucial. Additionally, don't underestimate the power of mentorship!

Surround yourself with inspiring individuals who can guide you through tough times and celebrate your successes with you.

Technology is an exciting, ever-evolving space with room for everyone to thrive!

The opinions expressed in this blog are solely the author’s and do not reflect the opinions or beliefs of their employer.