INTERVIEW with caroline robertson

Introduction and Background

WIDD: You’ve been mentoring with WIDD since December 2023 and are now supporting your third cohort. What made you want to get involved in mentoring and what have you learned through the experience?

CAROLINE: I first got involved in mentoring because I wanted to give back plain and simple. Over the years, I’ve learned so much from others, and I felt it was time to pay that forward. I also saw it as a chance to broaden my network and connect with people outside my usual circles.

I met Caleb at an expo in Reading and that conversation planted a seed. I’d never considered formal mentoring before, though I realise now I’d been doing it informally for years, just through my natural instinct to support and nurture others.

At first, I was honestly a bit terrified. I had a serious case of impostor syndrome wondering what I could possibly offer someone else. But I took the plunge, and I’ve never looked back.

Mentoring has taught me that you don’t need to have all the answers. What matters most is being present, listening deeply, and creating a space where someone feels seen and supported. I’ve learned just as much from my mentees as they have from me. It’s been one of the most rewarding experiences of my career.

WIDD: You’ve worked in IT your whole career and often been the only woman on the team. How did you navigate that space and what kept you going?

CAROLINE: Confidence and ambition have always been part of who I am. From the start of my career in IT, I’ve pushed myself to grow, to lead, and to speak up - even when I was the only woman in the room. In fact, across my entire career, I’ve only worked alongside one other female software developer and one female project manager. That’s a statistic that simply has to change.

I’ve learned that perseverance is key. I’ve never been afraid to share my opinion, but I’ve also had to work hard to make sure it’s heard. That’s the reality for many women in male-dominated industries.

What’s kept me going is deeply personal. My Mum once told me that when she left school, her only career options were to be a teacher, a secretary, or a homemaker. She chose to be a secretary. Later, even when she was earning her own money, she wasn’t allowed to buy a washing machine without her husband’s permission. That was just 60 years ago.

We’ve come a long way, but we’re not done yet. I owe it to my Mum to challenge the status quo. And I owe it to my teenage daughter to help shape a world that’s more equal, diverse, and inclusive. That’s what drives me, not just as a woman in tech, but as a leader, a mentor, and a member of the senior leadership team working to build better, more balanced workplaces.

WIDD: What challenges have you had to face and overcome as a woman working in mostly male teams? How did you handle those moments?

CAROLINE: One of the biggest challenges I’ve faced hasn’t been technical, it’s been cultural. Working in mostly male teams, I’ve seen firsthand how differently men and women often perceive themselves. There’s that well-known example: a man will apply for a job if he meets just 50% of the criteria, while a woman often waits until she meets nearly all of them. That mindset gap is real, and it shapes how we show up, speak up, and step forward.

But the most difficult moment came when I had my daughter. I’d planned to take six months of maternity leave, but as I approached my return - still breastfeeding - I was faced with impossible logistics. Expressing milk in public meeting rooms, toilets, or even on customer sites wasn’t just uncomfortable, it was unsustainable. When I raised this, I was offered a completely different role - one that didn’t align with my skills or experience. It felt like I was being set up to fail.

So, I made a tough decision: I extended my leave to a full year, with the final months unpaid. It was financially tight, but it allowed me to protect the role I’d worked so hard to earn. When I did return, it was part-time - three days a week - so I could still be present for those precious early years.

Whether or not you have children, women often carry an invisible mental load. We juggle housework, childcare, emotional labour, and the role of social secretary - all while trying to thrive professionally.

What I’ve learned is this: don’t compromise your future for short-term convenience. Advocate for yourself. Protect your progress. And never let anyone make you feel like you’re asking for too much when you’re simply asking for what’s fair.

WIDD: You’re now Avrion’s Apprenticeship Manager. What do you enjoy most about supporting new talent and what advice do you give to young professionals starting out?

CAROLINE: School isn’t the right fit for everyone, and that’s okay. Some young people leave with few qualifications, while others do well academically but feel that university just isn’t for them. That’s why I’m such a passionate advocate for apprenticeships.

They offer something incredibly powerful, the chance to learn by doing. Apprentices apply their knowledge in real time, in real workplaces, gaining not just skills but confidence. They earn while they learn, and by the end, they’ve either secured a role with their employer or built valuable experience to take into their next opportunity.

In my role as Avrion’s Apprenticeship Manager, I’ve seen how much fresh energy and perspective young people bring, especially in the tech sector. They challenge assumptions, introduce new tools and ways of thinking, and help us stay relevant in a fast-moving world.

My advice to young professionals is this: don’t limit yourself to traditional academic routes. Explore vocational courses, apprenticeships, and hands-on learning. The government covers most of the training costs, and many employers offer more than just the minimum wage.

But just as important as the programme is the support around it. Find an apprenticeship provider that suits your learning style - whether that’s in-person, online, or blended. And ask about the Apprenticeship Manager at your prospective employer. They’ll be instrumental in shaping your experience and helping you thrive.

If you’re curious to learn more, I’ve written a few blogs that might help:

https://www.avrion.co.uk/apprenticeships-are-the-secret-to-long-term-business-growth/

https://firebrand.training/uk/blog/national-apprenticeship-week-2023-avrion-success-story

https://www.avrion.co.uk/how-does-an-apprenticeship-work/

https://www.avrion.co.uk/benefits-of-apprenticeships/”

WIDD: . Your route into marketing has been quite different. What pulled you toward it and why do you love it now?

CAROLINE: My path into marketing wasn’t exactly traditional. I originally wanted to be a Scenes of Crime Officer with the police, but while waiting for a vacancy, I took an admin role at a tech company an early CRM reseller to start earning.

I’ve always been ambitious and curious, so I quickly sought out new challenges. I became PA to the MD for five years, which suited my natural organisation skills and love of variety. When one of the only two female project managers I’ve ever worked with left, I stepped forward to fill the role. It was a perfect fit - problem-solving, planning, and leading projects.

That’s how I first joined Avrion. Over time, I found myself managing more and more marketing-related projects. They weren’t short-term campaigns, they were strategic, long-term initiatives. I had no formal marketing background, so the learning curve was steep. But I thrive on continuous learning, and Avrion’s MD gave me the freedom to experiment, test ideas, and discover what worked for us.

I think it was my pragmatic approach and ability to move projects forward that led to the opportunity to create and lead the marketing team. Today, I love the variety of what we do, the collaboration across the commercial team, and the shared passion for innovation that runs through the entire Avrion family.

Marketing, for me, is about storytelling, strategy, and connection. It’s not just about promoting products, it’s about helping businesses work smarter and more efficiently. And when you’re surrounded by a team that shares that vision, it doesn’t feel like work, it feels like purpose.

WIDD: As someone pursuing a Strategic Leadership apprenticeship, what skills or mindsets do you think are key for today’s leaders especially women in male dominated sectors?

CAROLINE: Strategic leadership is about far more than technical expertise. It’s about vision, resilience, and authenticity - qualities that are especially vital for women navigating male-dominated sectors.

One of the most important skills is visionary thinking: the ability to look beyond the immediate and unite people around a shared, long-term purpose. That goes hand in hand with influential communication - being able to speak with clarity, confidence, and empathy to build trust and drive change.

Strategic leaders also need to be comfortable with uncertainty. Decision-making in ambiguous situations is part of the job, and I’ve found that women often bring a collaborative, inclusive approach that leads to more sustainable outcomes.

From a mindset perspective, resilience is everything. It means staying the course even when your presence or perspective is challenged. A growth mindset - being open to feedback, learning, and continuous development - helps leaders adapt and thrive.

My Strategic Leadership apprenticeship has been transformative. It’s helped me sharpen my strategic thinking, broaden my perspective, and reflect more deeply on how I lead. It’s also given me the tools to navigate complexity and lead with intention.

Above all, I believe authenticity is a superpower. Leading with integrity and staying true to your values builds credibility and inspires others to do the same. And finally, allyship and mentorship - lifting others as you climb - are not just nice-to-haves. They’re essential to building a more equitable and empowered leadership culture.

These aren’t just traits of good leaders, they’re necessities. And when women lead with these strengths, they don’t just succeed, they transform the spaces they’re in.

WIDD: You’ve shared a deeply personal story about your sister and brother. How has being their advocate shaped who you are as a professional and leader?

CAROLINE: Being an advocate for both my younger sister and brother has profoundly shaped who I am, not just as a person, but as a professional and a leader.

My sister has complex needs - she’s non-verbal, autistic, epileptic, and has cerebral palsy with challenging behaviours. I’ve been her voice since she was born. My parents used to say I had a sixth sense for what she needed. Now, as they’ve grown older, I’ve become the main point of contact for everything: her residential care, medical needs, and benefits.

My brother, on the other hand, lives with paranoid schizophrenia and finds daily life incredibly challenging. I manage his finances and support his complex medical needs.

These experiences have shaped my leadership in profound ways. They’ve made me deeply empathetic and fiercely protective, not just of my family, but of the people I work with. I’ve learned to see beyond surface behaviours and ask what might be going on underneath. We all carry invisible loads, and sometimes what looks like a reactive outburst or disengagement at work is really a cry for support.

I’ve also developed a strong sense of independence. I had to. I was just three and a half when my sister was born, and by the age of seven, I was getting both my siblings up and feeding them breakfast to give my exhausted mum a break. That early responsibility made me resilient, resourceful, and comfortable navigating unfamiliar territory - whether that’s the benefits system or a complex project at work.

As a leader, I bring that same calm, considered approach to challenges. I support my team through difficult moments, offer guidance when it’s needed, and always try to lead with compassion. Because leadership isn’t just about driving results, it’s about understanding people, meeting them where they are, and helping them thrive.

This perspective is also at the heart of my mentoring with WIDD. I know what it means to feel unseen or unheard, and I’m passionate about creating space for others to find their voice. I encourage my mentees to bring their whole selves to the table, to lead with empathy, and to recognise that their lived experiences are not a weakness, they’re a strength. Mentoring gives me the chance to pass that message on, and to help others rise with confidence and purpose.

WIDD: Have there been any comments or feedback from your mentees that have really touched or inspired you? This could be both positive or challenging feedback.

CAROLINE: Some of the most touching moments in my mentoring journey have come from the words of my mentees. Their feedback has not only inspired me, it’s reminded me why I do this.

Adejoke from Nigeria shared how our sessions helped her reflect on her path, set clearer goals, and gain new perspectives - not just professionally, but personally. She spoke about the richness of our conversations, from cultural insights to the practical uses of AI, and how they helped her see the bigger picture.

Giovanna, who works in Switzerland but lives in Italy, told me that our mentoring shifted her entire perception of what mentoring could be. She described how being truly heard helped her build confidence and sparked a desire to become a mentor herself, passing on the support she received to others in her community.

Yenni in the UK described our sessions as transformational. She went from feeling stuck and undervalued to negotiating a full-time role with a company she was freelancing for - something she never imagined possible. Her words about how our conversations helped her reframe her self-worth and approach interviews with confidence were incredibly moving.

Kelly, also in the UK, was navigating unemployment and the emotional fallout of a toxic work environment. She said our sessions became a highlight of her week, giving her the tools and mindset to rebuild her confidence and handle difficult situations with clarity.

Elena in the USA and Esma in Vienna both spoke about how mentoring helped them rediscover their drive, challenge themselves, and better understand their own skill levels. Esma even suggested extending the programme because of how valuable the sessions were, and she is also considering becoming a mentor.

These reflections mean the world to me. They remind me that mentoring isn’t just about career advice, it’s about connection, empathy, and helping someone see their own potential.

I’ve learned that sometimes, the most powerful thing you can do is simply listen. To hold space. To believe in someone until they believe in themselves. And when that happens - when a mentee finds their voice, takes a leap, or decides to mentor others - it’s the most rewarding feeling in the world.

Testimonials from most of my mentees:

Adejoke Aluko, Lagos, Nigeria (Cohort #3 March 2025)

Firstly, I think the WIDD Mentoring Scheme is fantastic. It creates a much-needed space for open, honest conversations about career development and the dynamics of navigating the digital design world as women. Being able to speak with someone more experienced has helped me reflect on my own path, set clearer goals, and gain new perspectives on how to grow both personally and professionally.

I’m especially grateful that Caroline is my mentor. Our sessions have been incredibly enriching - not just from a career standpoint, but in so many other ways. I’ve learned a lot through our conversations, from cultural insights and shared experiences as women in different environments, to discussions on educational advancement and the practical uses of AI and technology. She’s helped me see the bigger picture, and I genuinely appreciate her openness and support.

Giovanna Sassi, Lugano, Ticino, Switzerland (Cohort #3 March 2025)

Looking back, one of the most meaningful outcomes of this mentoring experience has been the shift in my own perception of what mentoring truly is. At the beginning, I honestly didn’t fully grasp its potential—I thought of it as something nice, but perhaps not essential. But through our conversations, I began to understand how powerful it is to have a space where you can speak freely, reflect, and be truly heard.

Your ability to listen with empathy, guide our discussions with warmth and clarity, and gently encourage reflection has been incredibly impactful. I’ve come to see mentoring not only as support I can receive but also as something I’m now ready and willing to offer to others. That realization came through our exchanges, and I see it as one of the most valuable gifts of this journey.

I’ve also gained confidence in the idea that my professional and life experience can be meaningful to someone else. It’s made me eager to volunteer, contribute more actively, and even consider becoming a mentor myself, for Italian-speaking people.

I really encourage you to continue listening the way you do and to maintain your wonderful ability to share empathy and build confidence in others. It’s a rare and powerful gift and it truly makes a difference.

Thank you again for everything you've shared and the space you've held for growth.

Yenni Maelianawati, London, UK (Cohort #2 July 2024)

I am absolutely delighted to talk about Caroline Robertson, who has been an extraordinary mentor to me through the Women in Digital & Design (WIDD) Mentoring Programme.

When I first joined the programme, I felt stuck in my career – lacking confidence, struggling to progress, and facing repeated rejections without even securing interviews. I joined WIDD hoping to find inspiration and support from women who had successfully navigated similar challenges. What I didn’t expect was to be paired with someone as truly transformational as Caroline. She has been nothing short of a godsend.

From the very beginning, Caroline approached our mentorship sessions with empathy, insight, and a warm, nurturing coaching style that immediately put me at ease. She helped me dig deep to understand what was holding me back and guided me in recognising the lack of growth opportunities in my current role. Through our conversations, she empowered me to reframe how I saw myself, instilling in me the confidence to not only apply for new roles but to approach interviews with a renewed sense of self-worth and purpose.

Perhaps the most defining moment in my journey was when I mustered the courage to approach the CEO of a company I was freelancing with, asking if they would consider bringing me on full-time. That conversation was something I never thought I could initiate, led to a role that aligns perfectly with my aspirations. Caroline was instrumental in this process, supporting me every step of the way and helping me clarify what I truly wanted from my career. Her encouragement gave me the courage to negotiate a mutually beneficial package, something I had never imagined possible.

Caroline’s guidance extended beyond professional development, impacting how I see myself and my life more broadly. As a woman in the same field, she truly understood my challenges and championed my growth in a way that felt deeply personal and impactful.

Caroline is someone I look up to and aspire to emulate, not just professionally, but personally. Her generosity, wisdom, and genuine belief in others make her an outstanding mentor and a remarkable human being. I consider myself incredibly fortunate to have been mentored by her, and I have no doubt she will continue to change lives wherever she goes.

Kelly Tennant, London, UK (Cohort #2 July 2024)

Being part of the WIDD mentorship programme opened up my eyes to just how important having a mentor is. It’s something that I had wanted for years after hearing the amazing benefits, but when starting my sessions with Caroline, I witnessed the true impact. I’ve been through quite a rough few months navigating unemployment and being let go, in my opinion unfairly, from a very toxic work environment. I’ve struggled with self-confidence off the back of this, not feeling good enough, and trying to stay positive through the multiple rejections. During my time at my last employment, I started to have a lot of self-doubt about my abilities at work and Caroline was a just part of my positive mental attitude that I would leave each call with. It was a real highlight of my week getting to speak to her and bounce off ideas and navigate tricky situations, giving me self-confidence and the tools to handle situations. I truly appreciate the mentorship programme and what it provided for me during a time that I couldn’t have prepared myself for.

Elena Lockland, Arlington, Virginia, USA (Cohort #1 March 2024)

My mentor and I discussed at length the ways in which you can be a lifelong learner as a professional, even when you’ve been at a job that no longer challenges you in the ways it once did. I learned there are lots of ways to expand my portfolio and push my limits by pitching new projects to managers or practicing a new set of skills, especially at an entry-level position. I appreciate how my mentor encouraged me not only to seek new opportunities that piqued my interest but to actively explore ways to challenge myself in my current job, especially when it started feeling mundane.

Esma Kurbegović, Vienna, Austria (Cohort #1 March 2024)

The mentorship Program gives mentees a really cool opportunity to meet seasoned mentors in the WIDD network and gain insight into the inner workings of different companies/agencies that the mentors are associated with! I loved the flexibility around meeting online. It is not only interesting to hear the strategies of mentors, but also just how they organize themselves and structure their work. Through the sessions, you can actually start to indirectly learn some things about yourself and your skills levels, by just listening to your mentor talk about their projects! It helped me better understand where I am standing with my skills and whether I'm too harsh or not harsh enough on myself and my progress. It was certainly very needed at the time of my mentorship sessions, as I was 4 months unemployed and almost 500 job applications deep. My only complaints lie with the amount of time we can spend with the mentors within the frame of the program! I understand that appointed mentors have a really busy schedule, so it is unrealistic to expect daily sessions or spend too long on the video call. My suggestion would be to increase the duration of each cohort to allow for the opportunity to get more into detail and walk away richer in knowledge. Overall, I highly recommend this Mentorship to anyone in the industry who is either new, facing self-doubts, or just curious to test how far ahead of industry trends they are.

WIDD: Who inspires you in your personal or professional life and why?

CAROLINE: I’ve been fortunate to have incredible role models in both my personal and professional life.

My Nana was one of the strongest women I’ve ever known, yet also the gentlest. She raised my mum single-handedly while my grandad was away fighting in the war, and continued to do so after they separated. She worked hard, even driving lorries in the ATS, and cared for her younger siste,r who had severe asthma. Later, when she remarried, she lovingly supported my step-grandad, who was partially sighted. One of my fondest memories is watching them dance together. When a new routine came up, my Nana would quietly talk Albert through the steps so he could join in. That moment - her patience, her grace, her quiet strength - has stayed with me ever since.

My Mum is my rock. When my sister was born with severe disabilities, my mum knew something was wrong, but doctors dismissed her as “neurotic.” Even after a diagnosis was finally made when my sister was 6 months old, that label remained on my Mum’s file. She fought tirelessly for my sister’s rights, from mobility allowance to accessible parking, often facing setback after setback. But she never gave up. Her resilience, her advocacy, and her unwavering love have shaped my own approach to leadership and life.

Professionally, I’m inspired every day by Jonathan Wilkins, my current boss at Avrion. He’s been an entrepreneur since his teens - always learning, always evolving. He leads with curiosity and care, constantly exploring new technologies to see how they can benefit our customers. But what truly sets him apart is how he treats his team. He creates an environment where people enjoy their work, feel valued, and grow. It’s why so many of us see Avrion as our ‘job for life.’

Jonathan instils in us that the customer is at the heart of everything we do. That mindset, combined with the empathy and resilience I’ve inherited from my mum and Nana, guides how I lead, mentor, and support others.

WIDD: Is there a quote belief or lesson you carry with you especially during difficult times?

CAROLINE: “If you don’t ask, you don’t get.” That’s something I’ve learned time and time again - whether it was putting myself forward to move from PA to Project Manager, negotiating a fair salary, or encouraging others to go after what they truly want.

One of my mentees once dreamed of working full-time for one of her clients. She hesitated for months, unsure if she was ‘ready’ or ‘good enough.’ When she finally found the courage to ask, their response was: ‘Absolutely!’ If she hadn’t asked, she’d still be splitting her time and pining for the role she now thrives in.

WIDD: . Finally, what would you say to women in tech or digital who are still finding their voice or confidence? What would you want them to know?

CAROLINE: Women in tech and digital (and in general) are incredibly capable, often more so than they realise. We’ve had to work harder to be seen, to be heard, and to be taken seriously. But, in doing so, we’ve developed powerful skills: mentoring, communication, empathy, and the ability to build strong, supportive networks.

There’s also hard data behind this: companies with more women in leadership roles are more profitable and more successful. So never underestimate the value you bring.

My advice? Surround yourself with women who inspire you. Learn from them, lean on them, and let them lift you up. Confidence doesn’t always come first, sometimes it follows action. So, take the step, ask the question, raise your hand. You belong in the room, and your voice matters.

As a mentor with WIDD, I work closely with women who are still finding their voice. I help them set clear goals, reflect on their strengths, and reframe self-doubt as a sign of growth, not weakness. We talk about imposter syndrome, self-advocacy, and how to build confidence through small, consistent wins. Watching them grow into their potential is one of the most rewarding parts of what I do.