Breaking the mould: a woman’s journey to the top
Media Leaders
Many women in media face the challenge of feeling as if they have to be someone they’re not in order to progress in male-dominated environments. It doesn’t have to be like this.
Like most industries, the world of digital marketing has traditionally been dominated by men. Even the women who are highly successful in the industry are often faced with more challenges and obstacles than their male counterparts, and are likely to have suffered from ‘imposter syndrome’ at some point in their careers.
At the end of the day, as of October 2021, only eight of the top 100 UK companies are led by women.
Entering a male-dominated space can be a daunting experience, as I found when I switched from an accounting firm to the finance department of a digital marketing company in 2008.
You may feel like you have to pretend to be someone you’re not just to fit in, but this doesn’t have to be the case. And I say that after almost 14 years at that digital marketing company, where I am now UK CEO.
The journey hasn’t been an easy one, though – and unfortunately it likely won’t always be so smooth sailing for others.
Sweet child(ren) of mine
A major challenge faced by women, if they choose to go down this road, is around how they are catered for by both their employer and society when they start a family.
Back in 2011, when I had my first child, things were a lot worse than they are now. Women were often faced with a lack of flexibility from their employers when it came to working hours. And there was little support for working dads either, meaning that the majority of childcare responsibilities would fall on a mother’s shoulders. This was made even more challenging by how much it would’ve cost to pay for childcare – with full-time support amounting to £1,700 a month, with no government aid.
By 2014, when I had my second child, attitudes toward both parents had started to change. Flexibility had become the norm for working mums, and the approach to working dads had also begun to change. Although, the poor rate of statutory maternity pay made it – and continues to make it – very difficult to stay away from work for too long after the birth of your child. I was four months postpartum when I returned to work.
Things are still a long way from being where they need to be. And yet, any woman with ambitions of having a family and progressing far in her career shouldn’t feel she has to choose one or the other. It’s very possible for you to be able to do both, but it’s on the shoulders of employers to provide the provision and flexibility for this.
A new business era
Many women face the challenge of feeling as if they have to be someone they’re not in order to progress in male-dominated environments. There’s often a belief that we have to ‘act like a man’ or we won’t be respected. And that can mean we feel the need to be as loud, brash, and aggressive as the men in senior positions can often be, or we’ll never get the opportunity to be heard and rise up the ranks ourselves.
I faced this feeling on several occasions, most notable during my first meeting with shareholders and private equity investors, and later when I was offered the role of UK CEO at Incubeta.
Ignoring my inner-imposter syndrome, on both occasions, I reminded myself that I was uncomfortable being brash and aggressive – something I’d learnt from experience along the way – and instead chose to go back to being myself. Showing people kindness and the respect they deserve has got me the right kind of attention – despite the environment, my soft side was the thing that made me stand out.
In reality, we should never underestimate the power of kindness at work. We should be well on our way to replacing the brash, domineering archetype of old-fashioned business with something more reasonable, understanding and collaborative. However, with stories such as the recent cold mass firing of 900 employees over Zoom by a US CEO still prevalent, it’s clear we still have a way to go.
It can be difficult to be yourself when you already feel like you don’t belong, but being your authentic self is the most important thing for anybody with ambitions of progressing up the ladder in their career; and beyond that for the success of your company. Losing who you are, because of a perceived need to fit in, doesn’t benefit anyone.
The future is female
In a world where 76% of millennials and 83% of Gen Z feel brands should take a stance on social issues, research has found that firms with more women in senior positions take social responsibility more seriously, along with achieving higher profitability and higher-quality customer experience.
In addition, there are now far more male allies around to support us. This is hugely important, because the only people who are in a position to create a more balanced workplace are those who control it.
An example of simple, but effective, allyship that I’ve experienced is men in the leadership team stepping in to subtly change male-dominated topics of conversation to create a more inclusive environment.
This shift toward allyship and more inclusion has also seen a rise in diversity and inclusion initiatives, and a more supportive environment for any personal struggles you may have. This has been bolstered by the pandemic, with 50% of all work-related ill health cases caused by stress, depression or anxiety in 2020/21, it’s vital that more money and attention is moved into supporting the mental health of employees.
It was during the pandemic, in February 2021, that I became UK CEO at Incubeta after a tough, but rewarding, journey. And one that I hope will inspire other women to believe they can make it in this industry.
The most important things to remember are; don’t be afraid to have ambitions outside of your career, recognise the importance of the individuals who support you, and don’t try to fit the CEO-mould, simply be yourself.
Sally Laycock is the UK CEO of Incubeta
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