TWIPN: Building a Global Sisterhood
Women in Adtech: Opportunity, Leadership, and the Power of Connection
While adtech has traditionally seen more male representation, today women are increasingly shaping its future. From data science and product innovation to strategy and executive leadership, women are driving transformation across the ecosystem and winning accolades for it too! The opportunities are vast, and the momentum is real.
A Seat at Every Table
Adtech is a complex, fast-moving industry that thrives on innovation, collaboration, and strategic thinking, (qualities that transcend gender). Women are increasingly taking up space in roles that were once considered out of reach, and they’re doing so with impact. Whether it’s leading programmatic strategy, building privacy-first solutions, or steering global partnerships, women are proving that they belong in every room where decisions are made.
The rise of female leaders in adtech is not just symbolic: it’s structural. C-suite executives like Vicky Foster (Adform), Emma Newman (Pubmatic), Hilary Goldsmith (Nexxen) and Harmony Murphy (Google), are redefining what leadership looks like. Their presence sends a powerful message to emerging talent: there is no ceiling here, only opportunity.
One of the most significant developments in recent years has been the emergence of TWIPN: The Women in Programmatic Network. What began as a grassroots initiative to connect women working in programmatic has grown into a global movement. TWIPN provides a safe, supportive space for women to share knowledge, celebrate achievements, and navigate challenges unique to the adtech landscape.
TWIPN’s impact is multifaceted. We host regular events, panels, and workshops that spotlight female voices and foster professional growth. It also serves as a talent incubator, helping women build visibility and confidence in a space that can often feel opaque. Importantly, TWIPN is not about exclusion, it’s about inclusion. It welcomes allies of all genders who believe in equity, mentorship, and the power of diverse perspectives.
Building Belonging in Adtech
In an industry built on relationships, networking is more than a nice-to-have, it’s essential. For women in adtech, events and community spaces like TWIPN offer more than just career advancement. They provide validation, visibility, and a sense of belonging.
Events like Advertising Week, Madfest, Programmatic Pioneers, and ATS are increasingly featuring female speakers and moderators, reflecting a shift in who gets to shape the narrative. These platforms allow women to showcase their expertise, challenge norms, and inspire others. They also help dismantle the myth that leadership in adtech must look or sound a certain way.
Mentorship is another cornerstone of these gatherings. Whether formal or informal, mentorship helps women navigate career transitions, negotiate promotions, and build resilience. It’s about lifting as you climb and ensuring that no one has to do it alone.
Opportunities Across the Ecosystem
The adtech landscape is vast, and so are the opportunities for women. Here are just a few areas where female talent is thriving with standout examples of who is shaping the industry:
Data & Analytics: Alison Harding, Vice President Data Solutions at Lotame, is shortlisted for ExchangeWire's Ad Tech Personality of the Year
Aggie Dawborn – Head of Data and Measurement at Google
Victoria Cook – Managing Director and Chief Data Strategy and Analytics Officer at Mindshare WW
Harpreet Jandu – Programmatic Data Lead at Channel 4
Tini Sevak - Vice President Audiences and Data at CNN
Maddie Armitage – Chief Product Officer of Digital, Data & AI Products, Platforms & Solutions at BT
Mary Jeffries – Chief Analytics and Data Officer at Dentsu
Product & Engineering: Sarah Robertson, Chief Product Officer at Experian, was shortlisted for Ad Tech Personality of the Year. Her work in privacy-first product development is helping reshape how data is used responsibly in advertising.
Amy Fox - Chief Product Officer at Blis
Arshiya Bano – Product Data Lead at Reuters
Katie Hartley – Managing Director of Product and Innovation at Dentsu
Strategy & Partnerships: Donia Baddou, Global VP of Partnerships at Lumen Research, is driving strategic growth through attention metrics and was also shortlisted for The Wires Ad Tech Personality of the Year and Teodara (Teddy) Tepavicharova is a highly decorated winner with several badges of honours including Forbes 30 under 30, BIMA 100 The Future 100 Club, World Media Awards Rising Star, INMA 30 under 30 to name a few.
Geraldine Mole – Head of Digital Strategy at Ptarmigan Media
Joanna Lawrence – Global Chief Strategy Officer at Havas Media Network
Emma Welch – Head of Client Strategy at Captify
Ruth Corrigan – Global Growth Strategy Lead at WPP
Amaia Del Olmo – VP demand partnerships at Nexxen and TWIPN London Lead
Operations & Trading: Sophie Marsh-Baldry, Senior Programmatic Account Manager at Azerion is shortlisted for Ad Tech Rising Star.
Sam Hughes – Chief Operations Officer at Publicis Media
Navdeep Harvey – Head of Audio Trading at Global
Sara Patel – Head of Digital Trading and Investment at OMD
Katie Austin – Head of Premium Programmatic and Agency Trading at Future
Privacy & Compliance: Amy Lawrence, Global Privacy Lead at SuperAwesome, was recognised as a “Privacy Powerhouse” for her work in building compliant, child-safe advertising environments and Kelly Jacobson Collins has focused on Privacy writing for titles including New Digital Age and ExchangeWire and spoken at Programmatic Punch, ATS and currently in her role as VP Governance, Ethics and DPO at Blis
These women and many others are not just participating in adtech; they’re leading it. Their achievements reflect the diversity of roles available and the growing recognition of female excellence across the ecosystem.
Looking Ahead
The future of adtech is inclusive, and women are central to that vision. As more female leaders rise, more doors open. As networks like TWIPN grow, more voices are heard. And as the industry continues to evolve, the definition of success becomes broader, richer, and more representative.
So, to every woman considering a career in AdTech: you are welcome here. You are needed here. And you are already part of a powerful, global community that’s ready to support you every step of the way.
Arshiya Nazir, Programmatic Director at Dentsu.
TWIPN London