Inspire Inclusion: Marina from ApproachX on Women Driving Change in AdTech & Affiliate Marketing
At Swaarm, we are proud to celebrate women in adtech and affiliate marketing this March as part of International Women’s Day and one of its theme: Inspire Inclusion. In line with this initiative, we sat down once again with Marina, Head of Affiliate Partnerships at ApproachX, who previously shared her expertise on affiliate strategies and her team’s seamless migration to Swaarm’s platform.
Today, Marina reflects on her personal journey and the broader role women are playing in transforming the adtech and affiliate marketing industries. Her insights highlight why inclusion isn’t just a buzzword—it’s a driver of success, innovation, and sustainable partnerships.
Marina, we’ve previously spoken about affiliate strategies and your successful migration to Swaarm’s platform. Shifting gears, how have you seen the presence and impact of women in adtech and affiliate marketing change over the past few years?
It’s been encouraging to see the shift. A few years back, women were underrepresented, particularly in leadership roles or on the tech side of affiliate marketing. But now, more women are stepping up as decision-makers, innovators, and strategic leaders. Conferences, partnerships, and boardrooms look more balanced than before, and I think it reflects a growing awareness in the industry about the power of inclusion. Diversity isn’t just about filling seats—it’s about improving results. Teams with different perspectives build better strategies, and that’s definitely happening more now.
Adtech and affiliate marketing have historically been male-heavy industries. What unique strengths or perspectives do you think women bring to these fields, especially in leadership or partnership roles?
Women often bring strong relationship-building skills, emotional intelligence, and a collaborative mindset. These traits are invaluable, especially when managing complex partnerships or leading cross-functional teams. In a fast-evolving space like adtech, where adaptability and empathy matter, women can play a pivotal role in steering companies toward long-term success. Inclusion allows us to think broader and act smarter. It aligns well with this year’s Inspire Inclusion theme because real progress comes when different perspectives are valued equally.
Have you personally faced any challenges as a woman building a career in this space? How did you navigate them?
Yes, like many women, I’ve faced moments where I felt I had to work harder to be heard or prove my capabilities. Early on, negotiating big partnerships or speaking on technical subjects sometimes meant I had to assert myself more firmly.
What helped was continuous learning—understanding both the commercial and technical sides of the business. When we migrated to Swaarm, for example, I made sure I was deeply involved in the platform transition, so I could guide my team effectively. Also, having supportive mentors helped me build confidence in navigating these spaces.
From your view, what initiatives or company cultures have you seen that successfully foster diversity and inclusion in adtech?
Companies that prioritize psychological safety, open communication, and flexibility stand out to me. Inclusion is most effective when people at all levels feel empowered to contribute.
At ApproachX, we value transparency and fairness, which helps create a culture where everyone feels included. I’d also say working with partners like Swaarm, who actively highlight women’s achievements and foster a collaborative environment, reinforces this mindset externally.
It’s about weaving inclusion into the DNA of the company, not treating it as a one-off project.
What advice would you give to young women aiming to enter or grow within the affiliate marketing and adtech industries today?
First, embrace continuous learning, especially around tech platforms, data, and analytics. The more confident you are in understanding these tools, the easier it is to build influence. Second, actively network—this industry thrives on connections. And finally, don’t underestimate the power of advocating for yourself. Inclusion starts internally. Be bold in taking on new challenges and don’t shy away from leadership opportunities, even if you feel like you’re still learning. Growth happens outside your comfort zone.
Lastly, where do you see the industry heading when it comes to gender balance and opportunities for women over the next 5-10 years?
I believe we’ll see even more progress. As more women take senior roles and as companies realize the tangible benefits of diverse teams, we’ll move closer to a truly inclusive industry. Programs that focus on mentorship, sponsorship, and flexible work arrangements will be key. The Inspire Inclusion theme is timely because the next chapter is not just about bringing more women into adtech—it’s about creating environments where they can thrive, innovate, and lead with confidence.
At Swaarm, we are committed to celebrating and supporting women who drive innovation and inclusion in our industry. Marina’s story is one of many that inspires us to keep fostering an environment where all voices are heard, and diversity powers growth.
