October 6, 2025

5 moments that made me as a woman in tech – and what they could mean for you

Sasha Howells Visualsoft

Sasha Howells, Head of Paid Search at Visualsoft.

I’ve been working in eCommerce for ten years now. And I’ve learned a lot. A lot about retail, a lot about digital, and a lot about being a woman. Because we still are outnumbered. We still can be sidelined. And we’re often afraid to speak up.

Here are five moments that made me as a woman in tech, and the lessons I’ve learned.

Building my own client portfolio

My first defining moment was securing my own portfolio of clients at Visualsoft – a very exciting step. I began working before online marketing became a core aspect of business strategy. Many of my initial clients were smaller businesses, but having my own client set gave me a strong sense of pride, ownership, and autonomy. And doing so at such an early stage shaped my understanding of business relationships, client management, and the importance of delivering value.

For women in tech, this lesson is invaluable. Building a portfolio, whether through projects, case studies, or independent work, demonstrates credibility and ownership of your career. We all know that even in 2025 women face challenges in proving expertise in a male-dominated industry, but having tangible results and a track record can be a powerful tool in breaking barriers. It’s also an example of the qualities that matter to you – resilience, determination and perseverance – all essential.

My first promotion

Being promoted from executive to analyst was a major milestone and something I had worked toward for a long time. This role allowed me to take on bigger clients, increase my responsibilities, and manage a small team. I was fortunate to have female managers who paved the way, proving that women can thrive and grow in the tech industry. Having women in leadership positions was inspiring and reinforced the importance of mentorship and representation.

Promotions don’t happen in isolation. No one plucks you out of thin air. They require continuous learning, strategic networking, and advocating for yourself. That advocacy piece can often be the hardest. For women in tech, it’s essential to seek out mentors, build strong professional relationships, and not shy away from putting themselves forward for opportunities. It’s easy to fall into the trap of waiting to be recognised, but success often comes to those who actively claim their achievements. It’s so counter to what we’re taught as women, but it’s the only way to progress.

Winning big clients & managing big budgets

Landing high-profile clients and managing large budgets was both daunting and exciting – something I had only dreamed of when I started my career. With bigger clients comes greater responsibility, requiring confidence in your expertise and the ability to implement your ideas effectively. Gaining a client’s trust and delivering results is an incredibly empowering realisation of your own capabilities. They are paying good money and trusting you with their brand – it’s a big deal.

And for so many of us women, stepping into leadership roles often means facing imposter syndrome or hesitancy in asserting authority. But managing large budgets or high-profile projects is about expertise, not gender. The key is to own your knowledge, communicate with confidence, and remember that you have earned your seat at the table.

There will be challenges, of course. But perspective matters. No matter how big or stressful something seems, the world keeps turning. I’ve learned to let go of unnecessary worry – tomorrow is always a new day.

The impact of COVID-19

I never thought I’d include this as a career-defining moment, but the pandemic changed everything. While the world slowed down, the online industry accelerated. The need to adapt quickly to trends, market shifts, and heightened demand led to significant career growth. Digital marketing moved from being in the background of business strategies to the forefront, bringing a whole new level of responsibility.

This rapid shift is a reminder of how important adaptability is for us all. IIndustries change, technologies evolve, and new challenges arise. Staying ahead means being flexible, embracing change, and continually upskilling. Those who can pivot quickly will always have an edge in their careers. And for me this was a time to display something so important to me – my love of learning. The digital landscape is always evolving, especially with the rise of AI. Staying curious and open to growth is the most valuable skill you can have.

Becoming head of paid search

My most recent and most meaningful career milestone – stepping into the role of Head of Paid Search at Visualsoft. It’s an achievement that holds particular significance as it marks my 10-year anniversary in the industry. It’s wild to me that I started as an assistant supporting senior team members and am now leading the team, but I have to believe I’ve earned it.

Leadership roles for women in tech are still not as common as they should be. So for me this milestone really underscored the importance of persistence, confidence, and building a strong professional network. Women should not hesitate to aim for leadership positions, advocate for their own advancement, and challenge outdated norms. My journey has been filled with learning curves, challenges, and triumphs. For women looking to advance in tech, the key is to stay resilient, embrace opportunities, and build strong networks. The industry needs more women in leadership, and every step forward is a step toward a more inclusive and diverse future.