Yaspa CMO: Corporate culture drives gender balance in tech

As we approach International Women’s Day, it’s a moment to reflect on the progress made in gender equality and the work still to be done - particularly in the tech industry. While initiatives to support and inspire women in tech are gaining traction, women still represent less than a third of the global workforce in technology-related roles.  

Yaspa’s Chief Marketing Officer (CMO), Kate Marsden, shares her perspective on why company culture and leadership play a critical role in closing the gender gap in tech. Drawing from her own experiences, she discusses the challenges women face, the importance of representation, and the need to shift outdated narratives about careers in technology.

Shifting the narrative  

There’s still a common perception that women don’t code. I find this ironic, especially when I think back to my own academic background. My first degree was in Latin - a subject that might seem worlds away from technology, but in reality, it taught me about patterns and logic. In many ways, coding is just like learning a language. It has its own syntax, structure, and logic, much like any other language does. This is something that people with humanities backgrounds, like mine, could easily relate to.  

If I had understood coding as a language when I was younger, I might have taken that path. There’s so much appeal in the logic of it, and it’s not just for those with technical degrees. People who love languages, problem-solving, or even puzzles could thrive in tech. But this isn’t a message we communicate enough. Too often, tech is seen as a career path for those with traditional technical degrees - but in reality, it’s a space where people with diverse skills and interests can excel.  

The tech industry is far broader than just coding. There are roles in product design, UX, project management, and communications - all requiring different skill sets. Yet, the outdated stereotype persists that tech careers are about sitting in a dark room, isolated with a computer screen. That image couldn’t be further from the truth.  

Women often excel in collaborative environments, and many tech roles, especially in product management, customer experience, or user interface design, require strong communication and problem-solving skills. We need to change the narrative: tech isn’t just for people who prefer to work in isolation. It’s for those who enjoy connecting with others and thinking strategically. If we want to encourage more women to explore careers in tech, we need to challenge these misconceptions and make these career paths more visible.  

Role models and representation  

There’s no reason why women can’t thrive in technical roles. The barriers aren’t about ability - they’re about societal conditioning and outdated beliefs.  

At Yaspa, while we have a fairly balanced gender representation in non-technical roles, there are still very few women in our tech team. And that makes a difference. When women do join the tech side, it can feel isolating. The lack of diversity creates a subtle, yet real, sense of discomfort. That’s something we need to address by fostering a more inclusive culture and ensuring women feel supported in these environments.  

One of the biggest challenges in attracting more women to tech is the lack of visible role models. When I first entered the industry, I didn’t see many women in senior positions - particularly in development roles.  

Earlier in my career, I worked at a large corporate tech company. Even though it had a reputation for being inclusive, when I looked up at the senior leadership in my division, I didn’t see anyone who looked like me. That created a disconnect. I struggled to picture myself advancing in that environment, and it subtly impacted my career progression.  

If women don’t see others like them in leadership roles, it’s harder for them to envision themselves succeeding. That’s why role models are so critical. We need more women in senior tech positions to inspire the next generation and prove that it’s possible to excel in these careers.  

Reflecting on my career, I realise I made some choices based on my discomfort with male-dominated spaces. Early on, I avoided socialising in environments like corporate golf days or after-work drinks because they didn’t feel like my scene. In hindsight, I see that by distancing myself from these social opportunities, I inadvertently created barriers to my own advancement.  

At the time, I thought I was making a proactive choice, but it was actually a missed opportunity. The truth is, succeeding in a male-dominated corporate environment sometimes requires pushing through those discomforts. It’s not about changing who you are but about recognising the value of building relationships in these spaces. This reflection has given me a new perspective on the importance of adapting to different aspects of corporate culture, especially as a woman in tech.  

Trust and empowerment  

One of the reasons I joined Yaspa after many years in consultancy was the CEO’s commitment to fostering a culture of trust and empowerment. In tech, where micromanagement and rigid structures are common, it’s refreshing to work in an environment where you’re trusted to do your best work.  

This kind of culture is essential for retaining talent and fostering growth. Women in tech are often underrepresented, but the right company culture can make all the difference. At Yaspa, we’re committed to building an inclusive and supportive workplace where everyone can thrive, regardless of gender. This culture of trust and autonomy has been key to helping me - and many of my colleagues - do our best work and feel genuinely valued.  

A work in progress  

As an industry, we’ve made progress in recent years, and there are plenty of initiatives, companies, and individuals working to make tech a more inclusive space for women. But the work isn’t done.  

We need to keep challenging outdated stereotypes, increasing visibility for women role models, and fostering inclusive corporate cultures. Change is happening, but there’s still more to do. By continuing to push for progress, champion women in leadership, and create supportive environments, we can make tech a space where more women not only enter - but thrive.  

Life at Yaspa  

Yaspa is growing! Our team is made up of people from a broad range of countries and backgrounds. We are proud to have a 50:50 gender split at senior level and are delighted to support the UK government's apprenticeship programme across multiple disciplines. Find out more about working at Yaspa and keep up to date with the roles we have available here: yaspa.com/jobs

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