Celina is a seasoned marketing leader with over 20 years in the global technology industry. Currently, she oversees marketing strategy and operations for a leading brand in Europe, driving ecommerce growth, brand awareness, and business development. With experience at Motorola, Nokia, and Huawei, Celina excels in managing diverse teams, delivering complex projects, and nurturing talent.

In an insightful interaction with Global Woman Leader Magazine, Celina Shi shared her insights on the evolving landscape for women in tech leadership, particularly in marketing. She explored key cultural shifts, the role of intersectionality, innovative tools, and how AI and data can address unconscious bias to foster sustainable female empowerment.

How would you describe the current landscape for women in leadership roles within the tech industry? What key shifts have you seen, and where is the industry headed in the next five years?

In recent years, we have made significant strides in advancing women’s roles in the tech industry, particularly within leadership. The perspectives that women bring to C-level management are increasingly recognised as a key driver of innovation and diversity of thought. Companies now understand that women, as major consumers of tech products, offer invaluable insights for creating more inclusive and successful marketing strategies.

However, the journey is far from complete. While the culture of the tech space is evolving, the “boys’ club” mentality persists in some areas. Reports show that women remain underrepresented at senior levels, like McKinsey’s Women in the Workplace show that only 28% of senior leadership positions in tech are held by women. We must continue to break down systemic barriers.

Over the next five years, I believe we will see more intentional efforts to cultivate female leadership, creating environments where women not only succeed but thrive.

As more women rise to leadership roles, what key culture shifts must tech companies make to prioritize and foster long-term empowerment and sustainability for female leaders?

To foster sustainable growth for women in leadership, companies must address the cultural challenges that persist in traditionally male-dominated spaces. One major shift is prioritising respect and inclusivity within workplace cultures. Women must feel empowered to voice their perspectives without fear of being overshadowed or undervalued. Organisations can promote this by implementing mentorship programs and creating inclusive leadership pipelines.

Another critical factor is supporting women during maternity leave and their return to work. Too often, women lose out on leadership opportunities due to time spent away from the workplace. Companies that offer structured return-to-work programs and flexible working conditions can retain top talent and strengthen their leadership teams. Cultural change takes time, but these initiatives are quite essential for long-term progress.

How do you see the role of intersectionality (e.g., race, socioeconomic background, etc.) in shaping leadership opportunities for women in tech, particularly in marketing leadership?

The conversation around women’s leadership must account for intersectionality—factors like race, socioeconomic background, and culture—which can influence opportunities and challenges faced by women. Diverse teams are proven to drive stronger creative outputs, as they bring fresh perspectives and experiences that enrich decision-making processes.Accenture has implemented intersectional approaches in its diversity programmes, resulting in a 30% increase in the retention of diverse talent and a 20% rise in innovation outcomes. Similarly, Salesforce’s commitment to intersectional diversity has been credited with a significant boost in employee satisfaction and a 25% increase in customer loyalty.

To foster intersectional leadership, companies must raise cultural awareness in hiring, retention, and development practices. For instance, creating diverse hiring panels and promoting inclusive training ensures that all voices are represented. Some individuals may come from backgrounds where they were discouraged from speaking up, so building inclusive environments where every perspective is valued is essential for progress. Organisations that prioritise diversity create stronger, more resilient leadership teams.

What innovative tools or technologies can be implemented by businesses to not only increase female participation in tech leadership but also improve their success rates? What role can AI and data play in addressing unconscious bias or gender-based disparities in promotions and opportunities?

AI and data hold enormous potential to transform leadership opportunities for women by reducing bias and enabling evidence-based decisions. In recruitment, AI can be used to create “blind “recruitment system, ensuring that candidates are evaluated purely on merit. Data-driven insights can also uncover unconscious biases in promotions or compensation, enabling organisations to take corrective action.

Beyond recruitment, AI tools enhance workplace communication by helping individuals adopt clearer and more confident messaging styles. This ensures that women’s contributions are seen and heard in leadership settings. However, it is vital to use AI ethically—biases in training data can inadvertently increase disparities. Companies must monitor and refine these systems to ensure fairness and inclusion.

How does digital transformation influence gender dynamics within leadership roles? Does the shift to digital-first strategies open up new avenues for female leadership?

The shift to digital-first strategies has allowed companies like OnePlus to break down barriers for women in leadership. As a global technology innovator, OnePlus has embraced hybrid and flexible work environments, enabling women to balance professional and domestic responsibilities without compromising career growth. This approach has empowered female leaders within OnePlus to drive strategy, innovation, and business success.

Moreover, OnePlus’s global leadership model leverages advanced digital platforms to connect teams across geographies seamlessly. Teleconferencing and virtual collaboration reduce the need for extensive travel, making leadership roles more accessible for women balancing family life. By championing these digital transformations, OnePlus is not only redefining leadership dynamics but also opening doors for women to thrive in traditionally male-dominated industries.