How did you get into the industry and what has been your journey so far?
With a background in Advertising, PR and Business Administration, and a strong focus on Digital Marketing, I started my career in communication, marketing and events.
The real turning point came when I moved to London in 2016. I progressed into roles that brought me closer to digital media, evolving from campaign management into leading delivery teams.
It was in 2021, working at an agency that I was first exposed to programmatic - and that’s when everything clicked. I realised how much strategy, technology and commercial thinking sit behind what most people see as “just ads” and how important it is to build a more inclusive and representative media ecosystem.
Later on, I had the opportunity to work again with my mentor Wahid Omer and join VoiseTech, where I am today. This has given me a completely fresh perspective on the industry and allowed me to grow in a new direction.
Since joining VoiseTech, my progression has been about evolving from an operational understanding into a more commercial role, focused on partnerships, revenue and growth, and have insight as well as a 360-degree visibility on the numerous factors that go into running and scaling the commercial arm of a business.
This shift has given me a much broader view of the entire ecosystem, the cruciality of interdepartmental seamlessness, and, most rewarding of all, not just how things run, but how value is created, negotiated and scaled.
What struggles, if any, have you had as a women in the industry?
Most of my experience has been within startups, which brings both opportunities and challenges. The pace is fast, structures are less defined and expectations are high - which means you often have to learn quickly and take on responsibilities beyond your role.
Rather than facing direct barriers, my challenges have been more about navigating that environment and proving myself through consistency.
At the same time, I've been fortunate to be surrounded by strong women, as well as male allies - particularly within the C-suite at VoiseTech - who have pushed me to step forward, take ownership and trust my abilities (thank you all).
I'm glad to be in a company where that kind of support is part of the culture, where you’re trusted and encouraged to grow.
Which women do you look up to and why?
I'm most inspired by the women around me, both personally and professionally.
The women in my family, my friends and the women I've worked with throughout my career have had a much bigger impact on me than any public figure. I've grown up surrounded by women who have shown me what hard work, consistency and resilience really mean. They've all played a key role in shaping who I am today.
I've been lucky to work alongside some incredible women in the industry - women I've learnt a lot from, just by seeing how they approach situations, make decisions and back themselves, as well as through communities like TWIPN, which creates space for women to connect, support each other and increase our visibility in the industry.
Where you would like your career to go over the next five years?
I've found the kind of environment that really supports my growth - a place where you're trusted, involved in key decisions and encouraged to take ownership. That's something I value a lot, because it allows you to develop not just in your role, but in how you deal with whatever comes your way.
My goal is to keep building on that foundation, contributing to the company's growth while having a broader impact across the industry.
And, to be more specific, if I am not retired on a beach by 2031, I see myself in a senior leadership position within VoiseTech's C-suite.
What advice would you give other women in the industry?
Put yourself in environments where you're supported but also challenged - where you're part of the conversations and your perspective is taken into account. That's where you grow the most.
I also think it's important not to wait until you feel fully ready. A lot of growth comes from stepping into things slightly before you feel prepared and figuring them out along the way.
Victoria de la Calle Fernández, Senior Commercial Operations Manager at VoiseTech