• by Christina Peña Brower , April 29, 2025

Women make up the majority of the marketing industry’s workforce -- yet they remain glaringly underrepresented in leadership roles. For women of color, the disparity is even more severe, with only 13% of all CMOs from racially diverse backgrounds, according to recent research.

Recent DEI rollbacks have only worsened this imbalance, stripping away vital support systems just as they are most needed. As a result, many women are forced to seek mentorship and support outside of their organizations, when what they need is true advocacy from within. It's time for leaders to step up, champion equity and ensure women, especially women of color, aren't navigating this landscape alone.

Now more than ever, we must prioritize mentorship, sponsorship and community. Whether it's navigating a career pivot or making bold moves -- like starting a business while nine months pregnant -- having a strong circle can make all the difference.

Here are three ways women can foster leadership in marketing:

Embrace experimentation. In a landscape where formal support is disappearing and leadership gaps persist, women must often create their own opportunities. Embracing experimentation -- whether through lateral moves, passion projects, or bold leads -- can be a powerful way to reclaim agency and refine what growth looks like.

Career growth isn’t always linear – and it shouldn’t be. Some of the most rewarding transitions happen when we move sideways to follow our passions or learn new skills.

I learned this firsthand aftera peer approached me with a business idea while I was nine months pregnant. It was the same experimental mindset --and the strength of my support circle -- that helped me say yes. These unconventional moves often open the door to the most meaningful growth.

Lean into AI. AI is changing everything, from how we create campaigns to how we measure impact. Rather than seeing it as a threat, women in marketing should recognize AI as a tool they can use to their advantage. Whether it’s automating time-consuming tasks, analyzing data faster or experimenting with content creation tools, AI can be a force multiplier -- especially for women balancing multiple roles at work and at home.

The key is to stay curious: Play, test and learn. The risks are low, but the potential rewards are high. Embracing AI not only gives you a competitive edge, it can also make your work more dynamic and enjoyable.

Yes, there’s a lot of hype, but AI’s impact on the economy and job market will be real and long-lasting, in ways we’re only beginning to understand.

Celebrate the non-linear career path. The traditional idea of a steady, upward career ladder is quickly becoming outdated. Today, success is defined by versatility. From side hustles that grow into full-time businesses to pivots across industries, professionals -- especially women -- are crafting careers that align with their values and lifestyles. You are not defined by your 9-5.

Employers must evolve with this shift. That means rethinking outdated hiring models, valuing transferable skills, and seeing a zig-zagging resume as a mark of creativity and resilience -- not instability.

The future of marketing belongs to those who embrace change, challenge the status quo and uplift others along the way. Now is the time to advocate, loudly, or mentorship, for equity -- and for the women who are redefining what leadership looks like.

Let’s build a future where everyone has the support to rise, the space to explore and the freedom to lead on their own terms.