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What It’s Really Like to Be a Woman in Tech

An honest look at the realities of being a woman in tech, where courage, allyship, and everyday actions are driving real change across the adtech industry.

By Alejandra Herrera - Inclusion Lead, Teads
October 17, 2025

Voices of AdTech: Powered by Women@Teads

The world of tech is full of innovation, but it’s also full of imbalance. Globally, women hold just about a quarter of all tech roles, and only 5% of senior leadership positions. Yet the research is clear: diverse teams make better decisions and are 70% more likely to break into new markets.

That’s where our first episode of Voices of AdTech: Powered by Women@Teads begins, with hosts Alejandra Herrera (Corporate Projects & Inclusion) and Laura Bartz (Supply Partner Management, Germany) in conversation with two women shaping Teads’ tech landscape: Caterine Leon, Product Design Director in Montpellier, and Eloise Ann Friedman, Platform Experience Director in Netanya.

Together, they unpacked what it really means to build a career in tech as a woman, the headwinds, the breakthroughs, and the lessons learned along the way.

From “the girl who draws” to strategic leader

When Caterine first joined Teads as its very first UX hire, her role was misunderstood. “At first, I was seen as just the girl who draws,” she recalls. “It took some time to show the strategic value of design.”

Her turning point came when user feedback started coming in, tangible proof of impact. “Focusing on what I could control, the quality of my work, helped me gain confidence and change perceptions.”

Today, she leads a global product design team that influences the very core of Teads’ platform experience.

Redefining belonging in engineering

Before moving into software, Eloise worked in civil and soil engineering, an environment where she was told outright, “I pay you less because you’re a woman.”

Tech, she says, was a breath of fresh air. “The difference is night and day. Here, I can bring my voice to the table.” Still, she highlights how overconfidence often skews visibility: “Sometimes people state their opinions as fact, and it takes awareness to question that dynamic.”

Her advice? Don’t internalize bias. Focus on impact, challenge overconfidence, and trust your expertise.

What leaders can do differently

Both guests agreed: change doesn’t happen in isolation.

Eloise emphasized the role of allyship and emotional intelligence: “Leaders need to create space where emotions are valid, that’s how you build trust and retain talent.”

Caterine added that representation and sponsorship are just as vital. “We need more women in leadership, not as tokens, but as sponsors who make other women visible.”

For women considering a role at Teads

Caterine’s message to future applicants was simple and powerful:

“It can be intimidating, I’ve felt that too. But Teads is a place where you can find allies. Diversity isn’t just a conversation; it’s something we’re actively working on. Come with confidence in your skills, we’re the ones who can create change for future generations.”

Final thoughts

This episode is an honest look at courage, community, and action. It’s a reminder that inclusion isn’t abstract; it’s built through small, daily choices to listen, champion, and open doors.

If you’re curious about joining a team that’s rethinking what innovation looks like, discover our open roles at teads.com/teads-careers.

Listen to the full episode: “What It’s Really Like to Be a Woman in Tech” on Spotify.

Let’s keep challenging the status quo, and keep innovating, together.

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