The importance of 'the connectors' in an AI-powered industry
Like many in the tech industry, my career path has been far from linear. I've had the opportunity to work across various business functions, including several roles in sales and marketing - and, by extension, gained diverse experience in tech solutions, measurement tools and privacy regulation.
I spent eight years at Google Australia managing relationships with leading advertisers and driving regional product marketing for AdTech and data solutions before heading to Singapore, where I have most recently transitioned to the APAC role at StackAdapt. Moving across regions and cultures, and bridging perspectives among stakeholders, has shaped my appreciation for a vital yet frequently unsung role: the connector.
Why are they so important? Because connectors operate at the intersection of product and market, linking technical expertise with commercial realities. They make complex concepts accessible to broad audiences through relatable narratives. And they serve as translators who discern global nuance while delivering results at the local level.
As International Women's Day approaches, I've been reflecting on the importance of this role, particularly in the fast-paced world of adtech.
In 2026, we unquestionably live in an AI-powered world. With the rapid advance of workplace technology, influence has shifted. Leadership authority, once concentrated in the traditional C-suite, is no longer the sole centre of gravity - at least not in my industry. Decision-making power increasingly resides with founders and with those who drive the most significant product breakthroughs or operational efficiencies.
In this environment, we often celebrate the builders - engineers and data scientists who design and develop the technology - and they certainly deserve their share of credit. I believe connectors are equally worthy of recognition. As innovation advances far more quickly than consumers' understanding of it, connectors play a critical role in joining the dots, not only within business, but across society.
Interestingly, in the adtech industry, I have often observed women stepping into connector roles - sometimes formally, but even more often informally. They act as integrators across product, commercial, and client teams, ensuring alignment and shared understanding. These contributions are not always the loudest in the room, and women in these positions are frequently outnumbered in senior forums or boardrooms.
This observation, however, sits alongside a broader structural reality. Despite growing visibility in AI-related roles, women remain underrepresented overall. Globally, women account for roughly 27% of AI professionals, a pattern reflected in Australia1. Across STEM fields more broadly, women comprise only about 28% of the Australian workforce2, and representation narrows further at senior levels.
The connector role is not inherently gendered, nor should it be. But increasing female representation in AI and STEM is essential - not simply to fill integrative roles, but to shape the direction of innovation itself. I would like to see these imbalances narrow because if AI is to function responsibly and effectively in the real world, it requires diverse perspectives, thoughtful stewardship, and a plurality of voices at the decision-making table.
So, my advice to younger women entering the tech industry is this: you don't need to code to build a career in AI. You don't need to be the loudest voice in the room to lead. You don't need a perfectly mapped plan to succeed. And you can move across markets, functions, and disciplines.
I've been fortunate that my career has placed me at the intersection of multiple businesses and geographies, and I am committed to ensuring that more women have the opportunity to navigate similarly expansive paths in the future