The 10 Most Inspiring Women Leaders to Follow in 2022 February2022.pdf

VOL 02 | ISSUE 01 | 2022
www.insightssuccess.com
Alexandra Coulson
Alexandra Coulson
Leading with a Result-Oriented Marketing Strategy
Visionary Leadership
Accomplishing Most Worthy
Goals with Cheerful Leadership
Tech Talk
The Need to Embrace
Tech-Transformation Approach
The Most
10
Inspiring
Women
Leaders
to Follow in 2022

Chasing
Business Goals
with
Determination
and Diligence
eing a successful business leader is a journey and
Bnot a destination. It is a constantly learning and
growing process.
Let’s admit it; you can make your mark only when you
have achieved something substantial in the business world.
Credible achievements are directly proportional to
trustworthiness. Especially, women business leaders know
that they have to accomplish something worthy to prove
their credibility for avoiding any form of discrimination in a
traditionally male-dominated business world.
To avoid any form of prejudices, women business leaders
are ambitious to achieve some worthy goals for establishing
their credibility. They take aggressive eﬀorts and chase their
goals with passion. Most of them are a lion at chase and
resolute in their purpose. Determination and diligence help
them to be inspiring leaders. They cultivate the qualities
that are essential for helping them to reach greater heights.
They don’t settle for mediocrity because their aim is
excellence. They never go back to the level they already
leveled up from.
Women leaders have the aptitude, approach, and attitude of
thinking big to win big. They believe that if they are going
to think anyway, it is always better to think big and deliver
big. They have great harmony in their thoughts, words, and
actions. They are walking and talking legend. They have a
keener sense of inquisitiveness, and they lead with a clear
vision and purpose. They inspire others with their words
and actions.
Besides, persistence is the most important quality of women
business leaders. They become successful because of their
ability to stay dedicated to a worthy cause. They believe
Editor’s Desk

that being dedicated gives them life and the power to
ﬁght for success. Inspiring women business leaders
have tremendous ability to distinguish between truth
and illusion because of their sharper intuition. They
increase their awareness to make the right choices by
understanding what is right and what is wrong. They
make thoughtful decisions and make them count.
Women leaders are bold in their approach. They
seize the moments as they come. They leverage all
their assets, resources, and technology to their fullest
potential for driving their businesses to greater
heights and increasing proﬁtability. They build great
teams, delegate their tasks and accomplish huge
success in due course of time. They are highly
competitive and believe in delivering great business
results. They attain great success because of their
persistence, clarity, dedication, diligence, and
determination.
Only when you have all the above-mentioned traits,
you can inspire others to be a greater version of
themselves.
In this edition of “The 10 Most Inspiring Women
Leaders to Follow in 2022” we are publishing the
most inspiring women leaders who are pursuing
business goals with passion, dedication,
determination, and diligence and driving businesses
to great heights.
Happy Reading!
sharad@insightssuccess.com
Sharad Chitalkar

Alexandra
Coulson
C O V E R
S T O R Y
A R T I C L E S
30 50
08
Accomplishing Most Worthy Goals
with Cheerful Leadership
Tech Talk
The Need to Embrace
Tech-Transformation Approach

56
46
38
26
18
22
32
42
52
Angela Earl
Bianca Rangecroft
Dr. Shruti Kohli
Katerina Trajchevsk
Paige Arnof-Fenn
Arungalai Anbarasu
Deirdre Mc Gettrick
Erna Grasz
Natalie Cramp
Delivering Accessible
Marketing Solutions
Putting an End to
“I have Nothing to Wear” Dilemma
Using Digital Skills and Power of
Data Science to Make a Difference in Society
Shifting the Tides of
Workplace Ideologies
Helping Businesses Tell Their
Stories in Compelling Ways
A Pioneering Trailblazer with
a Unique Perspective
Offering Wide Range
of Furnishings
Empowering Youth to
Architect Their Own Future
An Accomplished Tech Leader
Leading by Example

sales@insightssuccess.com
February, 2022
Editor-in-Chief
Senior Sales Manager Business Development Manager
Marketing Manager
Technical Head
Technical Specialist Digital Marketing Manager
Research Analyst
Database Management Technology Consultant
Hitesh Dhamani
Managing Editor
Anish Miller
Executive Editor
Sharad Chitalkar
Assistant Editors
Jenny Fernandes
Visualizer
David King
Associate Designer
Shyam Sonawane
Kshitij S Peter Collins
John Matthew
Sales Executives
David, Anthony, Saurabh
Business Development Executives
Steve, John, Saurabh and Shrinivas
Jacob Smile
Aditya Marry D'Souza
SME-SMO Executive
Amol Wadekar Frank Adams
Circulation Manager
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Co-designer
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Brief
Company Name
disguise
disguise.one
Alexandra Coulson
Global Head of
Marketing
disguise is the platform for creatives and technologists to
imagine, create and deliver spectacular live visual experiences.
Featured Person
RFPIO Inc
rfpio.com
Angela Earl
Vice President
Global Marketing
RFPIO is the market leader in response management software,
trusted by some of the world's smartest companies to support
RFP and Security questionnaire response, create and manage
sales proposals, and resolve inefficiencies rooted in
decentralized and inaccessible content and knowledge.
Baker Hughes
bakerhughes.com
Arungalai Anbarasu
Chief Technology and
Strategy Officer
Baker Hughes develops and deploys the most advanced
technologies to serve energy and industrial companies looking
for more efficient, more reliable and cleaner solutions.
Whering
whering.co.uk
Bianca Rangecroft
Founder & CEO
Whering exists to bring back a culture of caring for the clothes.
ufurnish
ufurnish.com
Deirdre Mc
Gettrick
Founder and CEO
ufurnish partners with 100+ furniture retailers, bringing over 1
million of their products together onto 1 website.
DWP Digital
careers.dwp.gov.uk
Dr. Shruti Kohli
Lead Data Scientist
and Innovation Lead
DWP is the UK's biggest government department, building
digital services that make a real difference to the lives of 20
million people.
Asante Africa
Foundation
asanteafrica.org
Erna Grasz
CEO
Asante Africa Foundation is a social impact organization
educating children and transforming worlds in east Africa.
Adeva
adevait.com
Katerina
Trajchevska
CEO
Adeva is an award-winning global talent network that connects
organizations with distributed tech talent across the world.
Profusion
profusion.com
Natalie Cramp
CEO
Profusion supports SMEs and blue-chip companies to make the
best use of their data and help increase revenue.
Mavens & Moguls
mavensandmoguls.
com
Paige Arnof-Fenn
Founder and CEO
Mavens & Moguls works with venture capitalists,
entrepreneurs and business executives who seek expert
marketing advice and innovative ideas without the overhead of
a full-time marketing staff.

C O V E R S Y
T R
O
Alexandra Coulson
Global Head of Marketing
disguise

Alexandra
Coulson
With disguise’s powerful
software-on-hardware,
teams can produce
incredible live visuals on
complex video surfaces.

arketing, if executed correctly, can attract a
Mlarge number of potential targeted customers to
the specific element that the business wants to
highlight, ranging from various products, events, TV shows,
and much more. In today's digitized world, it is essential to
stay updated on the recent trends while meticulously
aligning strategies with the business goals to carry out
effective marketing. Analyzing these elements to ensure
perfect results is Alexandra Coulson.
As the Global Head of Marketing of disguise, Alexandra
leads the global marketing campaign strategy for the
company that is powering some of the most spectacular live
and virtual experiences in the world, ranging from film, TV
and broadcast productions, to corporate and entertainment
events.
disguise has built its two-decade legacy in the live event
space, developing its workflow through various global
concert tours, theatre shows and video installations. Last
year, with the sudden halt in live events, its business focus
pivoted to virtual production, as the team discovered an
innovative way for the workflow to enable cancelled live
productions to resume virtually. disguise has since
developed into a multi-award-winning Extended Reality
solution trusted by enterprise businesses, global brands,
leading broadcasters, educational institutions, VFX and
music artists as a number one solution to connect with their
audiences.
In Insights Success’ endeavor to find "The 10 Most
Inspiring Women Leaders to Follow in 2022," we came
across Alexandra. We talked with her to understand how her
methodologies are changing the face of marketing within
the industry.
Below are the highlights of the interview;
Brief our audience about your journey as a business
leader until your current position at disguise. What
challenges have you had to overcome to reach where you
are today?
I've always been passionate about how marketing and
technology influences consumers in their buyer decision
making.
Marketing is what I chose to study at university, and I
landed an invaluable placement at talent assessment
technology company SHL. That led to my first full-time
marketing role at CEB when they acquired SHL, and then
Gartner, when they acquired CEB.
With disguise e-learning,
customers can access
dedicated training
programs covering all
aspects of using disguise
software, and it's free!

So, in a way, I was really fortunate to experience marketing
at a small, midsize, and large enterprise company all in the
space of a few years.
There isn't really any secret sauce to my path; I worked
really hard to get where I am today. I was able to move
from Marketing Associate to Senior Marketing Manager by
the end of my Gartner career by putting in the hours and not
being afraid to ask for help from talented people I could
learn from. Always ask for advice or help!
During my time at CEB and Gartner, I had some very
supportive mentors who encouraged me to push myself out
of my comfort zone. I also helped lead the development of a
close relationship with the sales team, so I got first-hand
experience early on in my career around working with some
larger-than-life characters. That experience taught me the
value of speaking up and holding my ground.
Marketing is often misrepresented or misunderstood in a
business, so you can have a lot of very strong marketing-
related opinions coming thick and fast. Having faith in my
background, education, and grassroots marketing
experience gave me the courage to find my voice and make
sure it was heard when I knew that what I was saying was
correct.
Everything I learned from those experiences helped propel
me forward in my career. By forcing myself to stick my
head above the parapet, I was constantly opening myself up
to more opportunities at work and was able to quickly get a
broad understanding of what the different departments of
the business cared about. All of which helped improve the
overall effectiveness and focus of our marketing campaigns.
Having worked within the large enterprise corporate tech
space for six years, I felt I'd learned enough to gain the
confidence to move on to a role with more responsibility at
a scale-up organisation. The feedback speed of the work
you're implementing is so quick at a rapidly-growing
company and I knew I wanted a taste of that faster pace.
I was so lucky to find disguise, which was growing
exponentially while also producing truly innovative work
and a marketing role that was a significant step up to really
challenge me.
Unfortunately for a tech events company like disguise, the
pandemic created a number of restrictions for our clients
and customers. Although this was a challenging time for the
company and my team, we were able to work together and
pivot the business.
I had worked hard to be in the right place at the right time,
and, luckily for me, an opportunity to head up the
marketing team came my way.
It was a dream job come true but also, my goodness, the
learning curve! The first nine months were hard work, and
that was before throwing all the COVID-19
uncertainty and remote work elements
into the mix.
Ultimately, the challenge I have had to
overcome the most since becoming
Head of Marketing is stepping back,
empowering my team, and giving them
the confidence and trust they need to
work autonomously.
The 10 Most Inspiring Women Leaders to Follow in 2022

Whilst I obviously love marketing, I get my biggest kicks in
work from seeing my fantastic and absurdly talented team
progress, develop and grow. The business has undergone a
huge central strategy pivot from live events to our new
extended reality (xR) solution over the course of the
pandemic, and I could not be more proud or thankful of my
team for how they've collaborated and worked hard at every
stage.
It's a well-used phrase, but "it takes a village," and there's
no better group I'd have wanted to go on this journey with.
We've all got each other's backs, and we all turn up and
deliver - what more could you want from a team?
Tell us something more about your company and its
mission and vision.
disguise is a platform for creative and technical
professionals to imagine, create and deliver the world's
most spectacular live visual experiences. We combine
leading experience production software with powerful
media server hardware to empower brands, artists, and
organizations to tell stories that inspire their audiences.
disguise was established in 2000 to deliver show-stopping
visuals at concerts for artists like Massive Attack and U2.
Today, disguise is a global operation with locations in
London, Hong Kong, Los Angeles, Tokyo, Seoul, Shanghai,
and New Zealand. Its technology has been sold in over 50
countries with disguise oﬀering technical support in all
regions to meet customers worldwide.
Our latest award-winning extended reality (xR) solution has
powered over 400 immersive real-time productions in the
past 18 months for music artists such as Katy Perry and
Billie Eilish, enterprise businesses like SAP and Siemens,
educational institutions like the University of Michigan,
broadcast networks like ITV and Eurosport, commercial
brands like Nike and Under Armour and on-set virtual
productions in more than 40 countries.
Our vision is to be at the heart of every inspiring live
experience in the world. We do this by constantly
innovating and pushing boundaries in our software and
hardware solutions to meet the future needs of productions.
We are proud to be industry leaders, and our c-team are
persistently looking for ways to be ahead of the curve.
Our core values are linked to the motto of 'Create Together.'
With this, we hope to empower our users to use our
technology to bring some of the world's most amazing
experiences to life.

Enlighten us on how you have made an impact in the IT
niche through your expertise in the market.
With help from all teams at disguise, we were able to
launch our extended reality solution to market five months
before schedule. We were able to do this by engaging with
our community of users and understanding their needs.
When the pandemic hit, many of our users needed a way to
keep on creating visual experiences, albeit virtually. We
listened to their needs and adapted our message and
targeting accordingly. We were also able to explore and
appeal to new markets that we had not worked with before.
This paid off! We were able to help the company achieve
record growth with support from our partners and these new
users and markets. disguise is currently recognized in the
22nd annual Sunday Times BDO Profit Track 100 as one of
Britain's private companies with the fastest-growing profits
over the last three years.
Describe in detail the values and the work culture that
drives your organization.
disguise is driven by three key pillars, and that is
innovation, community, and partnerships. We innovate to
create revolutionary technology, which we then release to
our partners and community early for feedback through
various Insider Programs. This helps creators get access to
tools that empower their productions whilst allowing us to
access feedback and improve the quality and capabilities of
our technology. We launched a dedicated Community
platform to connect with our users as well as an eLearning
portal providing complimentary courses and certifications.
As a business we opened our software to users for free
during and after the pandemic to ensure anyone, anywhere
in the world had the opportunity to learn the disguise
workflow.
At disguise, we’re all driven by the following set of values:
we are fearless, resilient, honest, and evolutionary, meaning
we are not afraid of going where nobody has dared to go
before.
We are open and transparent in everything we do and
maintain a strong sense of community with our end-users.
Most importantly, belonging is a huge part of our core
values at disguise. We want to make sure that everyone
feels welcome and belongs here, and we are always striving
to make disguise the most inclusive place to work. When I
joined disguise, I immediately felt at home, and I hope
others do too.
Undeniably, technology is playing a significant role in
almost every sector. How are you leveraging
technological advancements to make your solutions
resourceful?
Our solutions combine reliable, high-performance hardware
with software and training to empower our users to achieve
their creative vision. When Star Wars: The Mandalorian
was released, disguise undertook research and development
to provide the tools to enable a new field known as virtual
production or extended reality. Extended reality allows for
real-time graphics content to be rendered on LED panels. It
is a step beyond green screen or blue screen workflows as it
allows for real-time changes to be made on set instead of
doing everything in post-production. It also allowed for live
broadcasts, livestreams, and even virtual corporate
conferences and brand launches to take place.
Even though our history and main customer base were in
live events, we were able to pivot and develop cutting-edge,
award-winning technology to allow for films, broadcasts,
and many other virtual events and experiences to happen in
the middle of a pandemic.
Currently, the innovation is still underway. Our extended
reality platform is being used and constantly developed to
empower experiences on the Metaverse - which is tipped to
be the new internet.
disguise is the platform
for creatives and
technologists to imagine,
create and deliver
spectacular live visual
experiences.

If given a chance, what change would you like to bring
in the Marketing industry?
I would make two changes:
Whilst this isn't marketing specific, the first change I'd
like to bring is women supporting each other more.
From my own career and also the careers of friends, I often
hear horror stories of women not supporting each other to
try and get ahead. There seems to be this misconception that
in order for one woman to get ahead, all others must fail.
It's simply not the case, and when one does get ahead in that
style, they will quickly be found out. They will find
themselves without a strong support network. It is far better
to champion and support other women, even if it doesn't
directly benefit you at the moment.
I'm a big believer in “what goes around, comes around,”
and people won't forget your support and encouragement.
In the end, it's better for everyone to see more women
getting ahead! All the more so if they're being propelled by
other women.
The second change I'd like to make is marketing specific.
Generally speaking, I believe the impact of B2B marketing
is chronically undervalued by a worryingly large number of
business leaders.
Fortunately, that's not been anywhere close to my
experience at disguise.
The change I'd like to bring is seeing marketers (from junior
roles all the way to CMOs) champion and really understand
the revenue contribution and value they are driving and be
able to communicate it effectively. One of the most
important ways to do this is to leverage data and fully track
the end-to-end buyer journey, from a lead generated right
through to booked business by sales teams.
This also means tailoring what you're saying to each
stakeholder, depending on what they care about. For
example, do you know what sales care about vs. Finance vs.
HR vs. the Board? This should be a priority for every level
of marketer.
That all sounds incredibly basic, but I would argue that
clearly communicating the impact your function is having
on bottom-line revenue is the most fundamental foundation
of a high-performing marketing team.
Where do you envision yourself to be in the long run,
and what are your future goals for disguise?
disguise is on a very exciting journey - it is a place where
you have to work smart and fast, and I'm really enjoying
that challenge. For me, this is just the start of an exciting
chapter! As disguise teams continue to deliver award-
winning technology solutions, our marketing team needs to
be at the forefront of delivering it in a way that truly
resonates and excites our customers and partners and cuts
through the noise of other offerings.
I see the marketing function expanding exponentially and
globally into key markets across the APAC region and the
Americas. This will enable us to localize our activities and
deliver more targeted services and solutions to each
individual key market in our shared mission to democratize
xR and open up possibilities on the Metaverse.
That adrenaline and the open collaboration with the senior
leadership team compel me to keep pushing boundaries for
the marketing function. But, more importantly, for every
individual in my team. I want the disguise marketing
function to carry the baton for what all marketing teams
should be aiming for.
What would be your advice to budding entrepreneurs
who aspire to venture into the marketing sector?
1. Practice fearlessness. Don't wait to be asked for a seat at
the table. Take it and own it, backed by your own
knowledge and experience.
2. Always seek mentors, and these don't have to be in
marketing. Speaking to other leaders about overcoming
challenges in your role will help guide you and reassure
you everyone is learning and no one has all the answers.
3. Always be learning. Marketing and the technology sector
are constantly advancing and it’s important to always be
reading around the discipline to ensure you’re at the
forefront of the latest advancements or trends.
4. Don't take negative feedback personally. Review it
dispassionately, see what you can learn from it. Go and
learn those things, and then move onwards and upwards.
It’s from this feedback that you will probably learn the
most.

Angela Earl
Vice President
Global Marketing
RFPIO

Angela Earl
Delivering Accessible
Marketing Solutions
Word of mouth, brand loyalty, advertising, and in
a multitude of other ways, effective marketing
heavily influences our purchase decisions.
Remember that jingle that you couldn’t get out of your
head? Or the funny commercial you couldn’t forget. And of
course there’s that one time your best friend kept raving
about that new something and you had to have it.
Memorable moments may seem like magic, but it’s just
good marketing — and unquestionably the most efficient
way for organizations to succeed in getting their products or
services into the hands of their buyers. And while jingles
and billboards work as well today as they did in the Mad
Men era of advertising, digital channels have opened up a
nearly unlimited number of ways marketers can capture
attention and drive sales.
With experience spanning many facets of business, Angela
Earl, Vice President of Global Marketing at RFPIO has
seen her share of challenges and innovative solutions. She
credits her success to the relationships and amazing people
she has met throughout her career and to the lessons she
learned in some of the hardest times.
"From tactical lessons in time management to life-
impacting ones like putting people first, my journey has
challenged me and made me a better person.”
These life lessons have led Angela to where she is today.
We asked her to share what she’s up to today and some
advice from these experiences.
Aligning Values
Angela embraces a mantra of empowering others in all
areas of her life and her work at RFPIO is no exception.
“Find a company with values and you believe in,” she
advises, “and the work won't feel like work most of the
time.
RFPIO’s mission to create software users loved and their
goal to empower organizations to unlock their potential fits
right in line with Angela’s focus. “RFPIO is reinventing
how customer-facing teams create content, respond to
opportunities, and meet prospects' needs to drive true
results,” says Angela. The company is the leading provider
of response management software, and is trusted by
successful and growing organizations of all sizes to
streamline their response processes. One client,
Microsoft reported saving an estimated $2.4 million and
credits RFPIO for the success.
RFPIO is also striving to be one of the best places to work.
Angela is one of 10 leaders at RFPIO who focus on
prioritizing work-life balance, promoting diversity and
inclusiveness, and instilling a true sense of ownership and
belonging for all employees. "We believe that automation
needs a human touch and that teams, including our own,
can unlock their full potential when they are empowered to
invest time in impactful and meaningful ways,” shared
Angela.
Software People Love
Technology helps businesses worldwide do more, work
smarter, and achieve better results. RFPIO believes that
instead of spending time looking for information and
tracking down colleagues, organizations should
democratize their knowledge, resulting in faster response
times and improved customer (and employee) experiences.
19 | February 2022

Angela has worked in B2B software since 2007 and
believes RFPIO is a shining example of technology done
right. “Our customers love us, and not just because we have
an awesome team, but because the software is easy to use
and makes achieving their goals significantly easier.”
RFPIO has consistently been rated #1 by customers on
G2.com and was recently ranked the fastest growing
company in Oregon on Inc. Magazine’s Inc5000. The
company proudly took home 8 Comparably awards in 2020
including Best Company for Diversity 2020, Best Company
Work-Life Balance, Best Company Perks & Benefits, Best
Company Happiness, Best Professional Development
2020, Best Leadership Teams 2020, Best CEOs for Women
2020 and Best CEOs for Diversity 2020.
Prioritize Experience
Technology stacks are getting more complicated, and data is
becoming more and more siloed; since starting her career in
marketing, Angela has focused on leveraging and aligning
technology to improve outcomes. She believes that
alignment to business processes and goals is critical and is
excited about the roadmap and RFPIO's ability to continue
to meet the needs of customer-facing teams inside growing
organizations.
Angela has seen a notable shift in how businesses are
buying and selling software. “Ten years ago, software was
shifting from large providers who did “everything” to point
solutions focused on solving specific problems.” Angela
notes, “Today we see the pendulum swinging back toward
the middle. Buyers want to simplify their tech stacks and
are looking for functional solutions that can solve more
than one problem, and more importantly integrate easily
with other solutions.”
RFPIO is a relatively young organization despite its size
and growth. Founded in 2015, the company has sustained
incredible growth every year even through the economic
uncertainty that started in 2020. From its humble
beginnings, the focus amidst this growth was always on
building a culture and company that people would want to
be a part of. Looking ahead, Angela and the other leaders
are focused on supporting the growing team while
protecting and prioritizing customer and employee
satisfaction.
Words to Live by
Angela recalls advice she received from a mentor years ago,
"You can't give what you don't have," and encourages
others to prioritize self-care, especially those in leadership
roles. Time, energy, confidence, and peace all fall under this
mantra, according to Angela, ”Take care of yourself, and
you'll be better able to take care of your team.”
20 | February 2022 www.insightssuccess.com

“
“
We like to obsess
over problems so
that our
customers and
partners don't
have to think
about them.
ven the hardest stones change their shapes when
Efacing the continuous water flow. Similarly,
women's leadership constantly soars, bending the
inadequate difficulties of making balanced decisions,
fostering a culture that benefits everyone. One of many
attributes that make women leaders unique is that they
might perceive business through an eye of a mother; the
way they care, nurture & enable growth then is carried
through with their business acumen. Akin to such distinct
perceptions, Arungalai Anbarasu, a mother of a 7-year-old
daughter (Ada), is passionately keen on promoting STEM
women, making the world a better place.
Apart from being a mother, Arungalai leads as the Chief
Technology and Strategy Officer at Waygate
Technologies (WT), world leader market leader in
industrial inspection solutions and a business that belongs
to the Baker Hughes energy technology company. She
acquired her master's degree in Electrical and Computer
Science working on the Non-Destructive Testing (NDT)
thesis. Arungalai and her team spearhead Waygate
Technologies' evolution into a Digital Inspection Solutions
(DIS) space. She envisions playing a critical role in the

A Pioneering Trailblazer with a Unique Perspective
company's ambition to take energy forward - making it
safer, cleaner, and more efficient for people and the planet.
Sculpting Herself
Curiosity leads to questions, and questions lead to answers.
As a child, Arungalai's curiosity got her thinking about
where we came from, how things are built, and how the
earth was formed, keeping her awake at night. She aspired
to become an astronaut, but unfortunately, her poor eyesight
became an obstacle, never letting her pursue that path.
Thus, she embarked on a path closet to space sailing –
Engineering.
After acquiring her master's degree, Arungalai joined the
renowned conglomerate General Electric (GE) in their
graduate program called Edison Engineering Development
Program. She learned how technology builds and sells
solutions that solve different world problems related to
energy, healthcare, and transportation, Arungalai built on
this experience in multiple roles at GE & Baker Hughes
(BH).
Arungalai operated in finance, strategy, operations,
technology, and business leadership, before landing on her
current role of Chief Technology & Strategy Officer for
Waygate Technologies. She looks at the overarching
business strategy with her team, delivering breakthrough
technology innovation, new business models and digital
transformation. She also led the industrial X-ray and
computed tomography (CT) business in the past few years
at WT.
A Visionary Forward-Looking Partner
Waygate Technologies' purpose is to provide peace of mind
for manufacturers in various major industries by ensuring
safety, quality, and productivity.
Arungalai expresses that WT combines over 125 years of
experience and the heritage of renowned industry names
such as Krautkrämer, phoenix X-ray, Seifert, Everest, and
Agfa NDT with a global DNA and the unmatched precision
of German engineering. Its business offers a broad portfolio
Arungalai Anbarasu
Chief Technology and
Strategy Officer
Waygate Technologies
23 | February 2022

of award-winning solutions in industrial radiography and
computed tomography (CT), remote visual inspection
(RVI), ultrasound (UT), eddy current, and robotic
inspection. They help customers drive their digital
transformation by applying state-of-the-art data and
analytics to their assets and processes for best-in-class
insights.
Arungalai notes, "Today, several brands in the automotive,
aviation, space exploration, electronics, energy, battery,
and additive industries trust our inspection and testing
solutions. Yet as a consumer, you have probably never
heard of us or of all the industrial inspection that goes into
the car you drove this morning, the flight you took recently;
the cell phone you carry in your pocket, or the computer
you are seeing this article on – and that is the way we want
it." The most successful inspections are the ones you don't
hear about. She continues, "We like to obsess over problems
so that our customers and partners don't have to think
about them.”
Waygate Technologies' industry-leading digital inspection
solution and software platform - InspectionWorks - can
collect data from borescope inspections, cell phone cameras
and written logs, and correlate an asset's health. Further,
building analytics that automatically detects defects while
inspections are in process, saving the customers valuable
time and energy in "reading" inspections.
The company's strong push to drive innovations and deliver
data and insights provide exponential improvements in
productivity and safety to its customers. Waygate
Technologies aims to take the customers from detecting
defects to avoiding them.
The Foundational Pillars
Arungalai states that the parent company Baker Hughes
shares four main values with its employees:
Grow lets the company see the challenge as an opportunity
and learn every day.
Collaborate means inspiring, being inclusive, and bringing
out the best in each other.
Lead implies making, inventing, and performing with
impact.
Most importantly, Care strives to always do the right thing
for its customers, people, and the environment.
A significant and growing feature of its work culture is
diversity; it is committed to an inclusive work environment
with opportunities for people to reach their full potential.
Arungalai wants its workforce to reflect its communities'
global reach and diversity. The company aims to develop a
culture based on merit where talent is nurtured, regardless
of gender, background, age, religion, ethnic origin,
nationality, disability, or sexual orientation.

The Inevitable Future
Arungalai understands that inspections are necessary to cost
today, and the future demands more Accurate, Available,
and Autonomous processes to be the desired value
tomorrow. She envisions inspections to able to:
• Harvest inspection data and turn it into a key enabler to
optimize your asset lifecycle. Imagine bringing "Lab"
technologies to "In-Line" operations… production
plant of the future
• Deliver deeper insights by interlacing siloed
operations… continuous traceability
• Add exponential value to asset fleet by connecting and
optimizing all devices and workflows… data for
planning
• Create virtual loops from design to production to
maintenance; from one generation to the next...
Nothing is wasted
She states that when one thinks about industrial inspections
today – on any market; and at any customer; the data from
inspections today are:
• Fragmented, siloed, and overlooked information.
• Isolated inspection tasks as suppliers not integrated.
• Multi-NDT technologies leading to disconnected
results.
• Limited process feedback with no actionable insights
from datasets.
• Suboptimal approach to manage NDT costs.
Arungalai will be delighted if customers embrace NDT 4.0
to go from detecting defects to avoiding them altogether.
Soon, industrial inspection will enable customers to drive
innovations.
A Diligent Guidance
Arungalai advises fellow women leaders to create a vision,
develop a plan and execute it with perseverance to achieve
outcomes to benefit the industry and environment while
pushing the boundaries of technology. As the Japanese
proverb suggests, "Vision without action is a daydream.
Action without vision is a nightmare." Arungalai believes
it's equally important to create a vision and execute it with
perseverance. In her concluding thoughts, she says, "Push
the boundaries of technology, commercial, outcomes within
the boundaries of compliance, ethics, and safety to take the
first steps that will create progress for the others and you.
First times are always tough, but they are the most
fulfilling!”
25 | February 2022

Bianca Rangecroft
Founder and CEO
Whering

Bianca
Rangecroft
Putting an End to "I have
Nothing to Wear" Dilemma
rom the way we work, communicate, shop, bank to
Fthe way how we relax and entertain ourselves,
digitization has transformed everything. Imagine
your wardrobe getting digitized! This is what exactly
Bianca Rangecroft has brought to the world through her
company Whering. Bianca founded Whering in June 2020
out of a profound desire to democratize the personal styling
landscape and fundamentally change the way we interact
with our clothes (i.e. upend the throwaway culture).
We at Insights Success got into conversation with Bianca to
learn more about her journey and how she is shaping the
future of the fashion industry.
Below are the highlights to the interview:
leader until your current position Whering. What
challenges have you overcome to reach where you are
today?
For me the system was broken; the vicious cycle of not
being able to see what you own, impulse buying (never
getting it quite right), and the lack of inspiration in the
styling process meant only one thing, we had to take it
digital and harness the power of machine learning to hyper-
personalize our fashion experience. The journey from there
has been mostly organic; Vogue covered our launch in 8
countries, helping us secure 35k users in less than six
months. We now have 80k users, with downloads increasing
monthly.
My background is totally unrelated to fashion – I studied
History and Politics at SOAS & LSE, then moved into the
business world after doing my Masters at Imperial
(Economics & Management). I worked at Goldman Sachs
from 2017 to 2019 in the firm's Consumer and Investment
Management Division in London. I was lucky enough to
work on the Stichfix IPO and began to delve deep into
consumer buying patterns, how machine learning was being
used to optimize shopping, and above all, the environmental
cost of fashion. This kickstarted in me a whole introspective
journey into my own contribution to this issue and how we
could leverage the data found in our own closet to make the
supply chain greener, but crucially to make the most of
what we already have to get that newness fix and buy to fill
wardrobe gaps (all optimized through AI). Before starting
the company, we conducted over 350 focus groups to
identify key commonalities in the user journey amongst our
key demographic: women in their early twenties and
thirties.
I absolutely loved working in the Consumer and Investment
Management Division at Goldman Sachs - and still manage
27 | February 2022

my own portfolio (it's my downtime from startup life!). I
covered a lot of retail stocks and worked on two big fashion
tech IPOs (Stichfix and Farfetch) during my time at GS, and
this taught me to deeply understand industry shifts and
growing consumer/behavioral trends and how both these
factors affected nascent technologies. Not only did this
journey provide me with insights into how we could use AI
to personalise our fashion experience but during our process
to sell the equity story we'd often speak to customers to get
a sense of WHY this company was so ground-breaking -
and that's what transformed by relationship to the end user
(as the real source of information for product discovery and
innovation). I felt we fundamentally had to change the way
we interact with our clothes (i.e. upend the throwaway
culture) and thought the timing (by the end of my tenure)
was perfect to bring to life Cher Horrowitz' Clueless
wardrobe app.
Tell us something more about Whering and its mission
and vision.
Whering, the app designed by and created for the next
generation of sustainability-minded and style-conscious
women, paving the way to an ethical wardrobe and an end
to the 'buy-use-dispose' model. The launch of the app
allows users to quickly and easily digitize their entire
wardrobe, resulting in a streamlined, personable, and
accessible online styling tool.
Whering creates a digital wardrobe that allows users to see
everything they own in one place, allowing them to
maximize the potential of their wardrobe. Users will also
receive styling suggestions and personalized product
recommendations that complement the pieces they already
own and love. In turn, this helps users to shop strategically
to fill wardrobe gaps whilst helping to reduce the habit of
unnecessary purchasing, ultimately leading to a more
cohesive and sustainable wardrobe. Whering uses an
intricate style matrix and personality test to create the ideal
styling environment for each customer. The user can then
use these images to create outfits themselves or use the
'Dress Me' function, and Whering's algorithm will provide
outfit suggestions.
At the heart of everything Whering does is a desire to
improve the fashion industry by tackling some of its most
damaging facets. The app aims to revolutionize the way we
shop, style, and dress, and in doing so reduce the carbon
footprint left by fashion consumers globally. In the UK
alone, clothing has the fourth largest environmental impact
after housing, transport, and food. Shockingly, half of the
fast-fashion items we buy as a nation are thrown away in
less than a year. Whering helps users utilize their wardrobes
80% more effectively, meaning consumers are less likely to
turn to fast-fashion options, as our app helps them
maximize their wardrobe's potential. Ultimately, there is no
place for fast fashion in a sustainable future, making
Whering an essential app offering much-needed lifestyle
guidance, allowing users to think more sustainably in this
time of climate upheaval.
Enlighten us on how you have made an impact in the
industry through your expertise in the market.
The 'I have nothing to wear' dilemma is a universal
sensation of being trapped in indecision. In our view, part of
the problem isn't having nothing to wear, but having
nothing new to wear and too many options of cheap clothes
to choose from. We keep buying because we think that just
one more item will unlock our ideal wardrobe – but how
can it do so if we have no accessible inventory of what we
own?
This is why having a digital inventory is so key - to aid our
visual memory. Not only does it allow you to 'shop your
own wardrobe' to get that newness fix, but having an
organised digital wardrobe helps you identify what you
really need and what pieces can unlock a myriad of
combinations. You can also easily track your wears, most
worn items, decide what's worth donating or selling, but
mostly importantly, create different versions of your best
We exist to
radically shift
our relationship
with clothes
(for ourselves
and mama
nature).
“
“

looks from the comfort of your couch (i.e. unleashing your
inner creative). We created Whering for recovering lifestyle
hypocrites like us: millennial women who are excited to
take back ownership of their fashion consumption and the
way they dress. Whering is not just a wardrobe organizer,
it's so much more. We're building a one-stop-shop for all
your fashion needs.
resourceful?
Our tech is focused on two parts of the value chain that
consumers own: purchasing and utilisation. For purchasing,
I think a big part of the problem is that people don't
understand their style so buy items and wear them just a
couple of times before deciding they no longer like them.
The artificial intelligence we are building will be able to
identify your style, help you maximize what you already
have, and only then suggest sustainable items that we know
you will love and, above all, love to repeat wearing. You
can already use Whering to try before you buy - adding
items into your wardrobe and creating outfits - ensuring you
will get maximum usage out of an item before purchasing.
The app uses an intricate style matrix and personality test to
create the ideal styling environment for each customer. The
user can then use these images to create outfits themselves
or use the 'Dress Me' function, and Whering's algorithm
will provide outfit suggestions.
For utilization, you can already track how many times an
item has been worn in your wardrobe, and soon, Wherers
will be able to get access to a custom dashboard - focused
on useful stats for you to improve your wardrobe's carbon
emissions. What could be better than knowing how much
you wear an item to be able to properly evaluate the value
that your clothes bring to your life?
Where do you envision yourself to be in the long run
and what are your future goals for the company?
Our large-scale plans for the Whering app have the
potential to minimize the impact of fast fashion and reduce
clothing waste and pollution on a global scale. As a small
company with big ambitions, we want to inspire others to
aim high. Whering plans to work with partners to further
tackle the fashion industry's waste issues and prevent the
350k tons of clothing that end up in landfills each year in
the UK. Users will find recommendations of where to
mend, repurpose or donate their items, or, as they are
already digitized, sell or rent items through third-party API
integrations. We want to work with big brands like Depop,
Vinted, Selfridges, and other slow fashion figures to grow
our brand and provide the best possible platform for all
sustainable fashion needs.
Our mission is to extend the life cycle of the clothes we
already own (and that are perhaps sitting idle in our
closets). We are hoping to reduce the carbon and water
footprint of consumers by focusing on the two parts of the
value chain that they control: purchasing and utilization.
Through digitization and machine learning, Wherers can
track what they wear and understand their style. We
encourage outfit repeating!
What would be your advice to budding women
entrepreneurs who aspire to venture into the industry?
My advice would be to trust your passion and go for it as
soon as you get the urge. My mantra is carpe diem, which
means no time like the present. I believe in seizing the
moment and doing what makes you happy. This mantra
carried me through my decision to leave my job in finance
and focus on doing something I enjoy that has a positive
impact on people and the planet. Life is too short to wait
around for the right time to do something. When you have
an idea and a passion, and you can get together a team of
like-minded and motivated people, the world is your oyster.
It is amazing how far having a great concept and being
open-minded can get you, even with little money to start off
with. As a company, we are proudly ambitious, and this has
favoured us throughout our journey, and we have so much
more to come.
29 | February 2022

Accomplishing
Most Worthy
Goals with
Cheerful
Leadership

Leadership is
the ability to
inspire
people to pursue the most
important business
objectives. It is the ability to
bring out the best in others to get
the job done most diligently and
creatively. One essential trait that counts to
lead by example is being charismatic.
Charismatic leadership is a potential leadership style to
lead the people in the right direction for the worthiest
causes. It is driven by inspiring traits like excellent
communication skills, exemplary attitude, cheerfulness,
harmony between words and actions, persistence, and an
appealing personality.
Charismatic leadership is characterized by a great balance
of amazing talent as well as brilliant temperament.
Charismatic leaders have happiness in their smiles, gravity
in their voice, grace in their walk, and command over their
words. They have the knack of pushing others to great
heights. They become good mentors and good guides.
In the world of temptations and distractions, everyone
needs a charismatic leader to help them stay away from
unnecessary temptations and distractions. Charismatic
leaders keep people focused on achieving their goals. They
deliver great results by their remarkable ability to hold
people together for accomplishing the most cherished goals
of the organization they are leading.
Leadership is not just about philosophy but about proving it
practically. Common people follow what great leaders do.
The standards set by great leaders become the norm for the
common people. Charismatic leaders lead by being
genuinely exemplary. They live the essence and preach it.
They say what they mean, and they mean what they say.
Their brilliant personality and brilliant traits help them to
bring out the best in others for great causes.
Charismatic leaders are not rigid. They are highly flexible.
They ignore or overlook the minor offenses or mistakes by
their employees or teammates. They inspire their employees
to make mistakes as learning experiences. They don’t force
their opinions on others. They respect the individual’s will
and their creativity. This helps them in nurturing the
creative spirit in the organization. They sharpen their
personal and professional attributes to be the most effective
business leader. Coolness, common sense, communication
practice, charm and cheer, confidence, honesty, and
humility are the most essential traits of charismatic leaders.
Moreover, they are very cheerful in their approach. They
always think of win-win solutions. They respond to
situations with coolness and common sense. They are very
good communicators because of their great communication
practice. Charm and cheer is the most attractive trait of
charismatic leaders. They know that half the job is done if
they succeed in making themselves and their employees
happy and cheerful. They believe that care of another half
job will be taken by hard work and their ability to divorce
themselves from negativity and stay joyful, and maintain
the same joyful atmosphere in their team members.
Confidence, honesty, and humility are in their genes. They
understand that confidence is fundamental to success in any
field. Their honest and humble approach helps them to be
grounded to pursue their goals with grit and determination.
They are high vibrational at all times. They don’t tune into
negative frequencies. They know that they can get the job
done if they stick to the process. They enjoy the process
than just celebrating the result. They fight with competence,
confidence, and cheerfulness and celebrate success without
being complacent or casual. They keep themselves calm in
all situations and aim to deliver more than needed or
expected from them.
31 | February 2022

Deirdre Mc Gettrick
Founder and CEO
ufurnish.com

Deirdre Mc Gettrick
Offering Wide Range of Furnishings
hile architecture provides the framework for
Wspace, setting up vibe and mood requires
suitable furnishings and interiors. A well-
designed room speaks volumes about the atmosphere one
wants to convey. To provide customers with the perfect
furnishing products that they seek, Deirdre Mc Gettrick,
founded ufurnish.com, which has a mission to change the
way we all shop for furniture and furnishings.
As the CEO, Deirdre provides a platform that enables
consumers to easily search, discover, compare, and shop
furniture products on one website across the entire retail
market. In our endeavor to find “The 10 Most Inspiring
Women Leaders to Follow in 2022,” we came across
Deirdre. We talked with her to understand how she elevates
different aspects of her business.
Below are the highlights of the interview:
leader until your current position at the company. What
challenges have you had to overcome to reach where you
are today?
As a child, I loved all things interiors, visiting furniture
shops, and looking at images from the property section of
the newspaper. After a career in banking spanning a decade,
I bought my first home and was super excited about the
prospect of furnishing it with all my saved inspiration
designs. Alas, the excitement turned to frustration as I was
unable to find the perfect products for my vision. This led to
the business idea that has become ufurnish.com. I was
solving a consumer problem, and that consumer was me.
Leaving my career in banking meant walking away from a
well-remunerated role and taking the risk of starting a
company, something I had no experience with. I had to
overcome all my doubts and really believe in the solution I
was bringing for consumers. The key I realized to starting
and growing a business is that you need help. You will
never be the best at every skillset, so get people on board
who can complement your skills. Together we are stronger.
Tell us something more about the company and its
mission and vision.
I am the founder of ufurnish.com, an online search, and
discovery website for home furniture and furnishings. At
ufurnish.com, we bring 150+ furniture retailers onto one
website to make finding the perfect item of furniture easy
for the consumers, akin to how Autotrader aggregates cars,
Skyscanner aggregates airlines, and Rightmove for real
estate search in the UK. At ufurnish.com, your dream home
is our mission.
I started the business from the perspective of a consumer
who wanted to recreate a home design based on all the
home inspiration I had collected over the years. By being
the person, you are actually solving the problem for; it
33 | February 2022

helps to keep clear in your mind the solution that is required
while putting aside other inﬂuencing factors such as
shareholders, retailers and all other stakeholders. The
consumer is always kept at the core of my decision-making
process.
We have ﬁve core values at ufurnish.com, Honesty,
Integrity, Fairness, Simplicity, and Sustainability. We
describe ourselves as akin to a sports team; we are high-
performing with a desire to deliver results. We work hard to
create the change required in the furniture industry. To do
this, however, we need to be open, transparent, and honest
in our opinions and feedback. We encourage people to
speak up, share their views, but once a decision is made
based on the facts available at the time, everyone lines up
behind that decision for the overall good of the team. We
keep simplicity and fairness at our core and operate in the
most sustainable way possible, both for 1) the environment
and 2) maintaining sustainable relationships with all our
stakeholders from team members, retailers, consumers, and
shareholders.
resourceful?
For ufurnish.com, what is critical is developing autonomous
systems that serve many purposes within our business,
whether it be data processing, integrating disparate systems,
or the use of machine learning tools to improve the
ufurnish.com allows you to search
furniture and home furnishing ranges
from 150+ retailers all on one website.

accuracy and quality of data. These are the things we
constantly implement, analyze, and reﬁne today and will
continue to do so into the future.
to the industry?
I am the ultimate champion of the consumer, and if the
industry can change to make improvements for the
consumer, that is always a step in the right direction. I am
passionate about increasing the amount of choice available
to consumers to help them make better-informed buying
decisions. By bringing together all retailers, regardless of
size, the strength of the brand, marketing budgets, or a
number of products, I believe ufurnish.com is creating that
change.
What, according to you, could be the next big change in
the industry? How is your company preparing to be a
part of that change?
The supply chain will be the biggest challenge over the
coming decade, with the impact of limited resources,
expensive shipping rates, and ever-changing trading rules
(such as Brexit in the UK), meaning that the supply chain
will be interrupted. As ufurnish.com is one step detached
from the supply, we seek to help the consumer ﬁnd their
perfect furniture items by showing them what is actually
available in the market.
The vision of ufurnish.com is to be the world’s largest
search and discovery platform for home furniture and
furnishings. That is my core focus for the future, as it takes
years to build a truly successful company. For example,
Airbnb is over 13 years old, having been founded in 2008. I
envisage myself leading the company through the startup
phase into growth and entering maturity as a globally
recognized brand.
Network and learn from others who have achieved similar
things to your goal. You can’t and won’t avoid every
mistake, but something you can learn from others’ journeys
to help you achieve your goal easier.
35 | February 2022

Dr.
Shruti
Kohli
Using Digital Skills
and Power of Data
Science to Make a
Difference in
Society
Dr. Shruti Kohli
Lead Data Scientist,
Innovation Lead,
Innovation Lab
DWP Digital,
Department for
Work and Pensions

Leaders born with a knack to help people with sheer
goodwill have tremendous capabilities to impact
the lives of millions positively. These leaders are
natural givers and understand how their work can create a
disruptive transformation with their skills and expertise.
Akin to such qualities is Dr. Shruti Kohli, the Lead Data
Scientist, and Innovation Lead, who is passionate about
helping people. She believes in supporting a significant
change in the lives of millions of citizens, taxpayers, using
the power of data science.
While Dr. Shruti joined the Civil Service in 2017, her
feeling and motivation are as fresh as day one. Every
morning there is a spring in her step to do more as she feels
proud as a public servant applying her digital skills to make
a difference in society. Dr. Shruti works for DWP Digital,
the Department for Work and Pensions (DWP) technology
arm. She drives innovative projects to support DWP
services. The role involves working in close relationships
with colleagues in digital, non-digital, cross-government to
support technology-driven solutions that can help them
serve better.
We at Insights Success caught up with Dr. Shruti to know
more about her journey and her overall contribution to
people's lives through DWP Digital.
challenges have you overcome to reach where you are
today?
Overall, I have more than a decade of experience leading
digital transformation, data innovation, leadership, and
culture change projects. Being an academician in the past
has given me a good appetite to learn quickly and share my
learnings. I have always taken a proactive approach towards
my learning and development, which I've brought into
every workplace. I create new opportunities for myself and
accept every opportunity that comes my way.
My career developments have come a long way in
mentoring, leading data and tech-driven projects, and
building relationships. I have always taken the initiative and
time to enrich myself by using the civil-service learning
framework, attending professional training such as the
Oxford Leadership Executive program, and doing technical
certifications to be a step ahead.
I'm a good listener, effective communicator, and confident
individual who believes in the power of teamwork. I
encourage my team to make decisions and support them,
especially in critical times.
Managing the team has been an enriching experience; it has
enhanced my situational leadership qualities; for example,
I've simply learned when I need to be 'on the balcony or the
dance floor.' Looking after the well-being and progress of
the team and keeping their trust is very important for me. I
see myself as an adaptive, but at the same time, authentic
leader.
I go beyond the corporate mindset, which helps problem-
solving and promotes creative thinking. Plus, over a decade
of rich experience encompasses various challenges, e.g.,
stakeholder engagement, project deliverables, team
motivation.
Here are a few highlights from my career journey so far:
• Volunteering as a mentor in the GDS Data Science
Accelerator program.
• Promoting diversity and inclusion – Had been a
Member of the Shadow Board representing the BAME
community and participating and influencing the
Digital Executive team and their engagements.
• I'm a member of the ACM (Association for Computing
Machinery) Women chapter. In addition, I'm also a
member of our internal DWP Women's Network. Both
of these networks are focused on supporting and
celebrating women in digital.
• Cross-government – Regularly participating, speaking
in public sector conferences, mentoring at civil service
live events, and organizing meetups.
• Supporting wider community - Universities on DWP
Research interest, charities (e.g., DataKind)
• Recently, I was shortlisted as the Innovator of the year
by Women in Tech Excellence.
• Initiated SAIL(Synthetic Data Analytics Innovation lab
program) in the department and work got
acknowledged and further idea got short listed in Civil
“We're building a
reputation for pushing the
digital agenda by
delivering some of the
largest tech projects in
Europe.”
39 | February 2022

• Service Synthetic Data challenge,
https://www.datachallenge.uk
mission and vision.
DWP is the UK's biggest public service department. DWP
has over 84,000 staff located across around 800 sites,
supported by 15 agencies and public bodies that administer
the State Pension and a range of working age, disability,
and ill-health benefits. DWP provides support to 20 million
claimants and customers.
The Departments' key priorities are:
• Running an effective welfare system that enables
people to achieve financial independence by aiding and
guidance into employment.
• Creating a fair and affordable welfare system that
improves the life chances of children.
• Delivering outstanding services to our customers and
claimants.
Enlighten us on how you have impacted the industry
through your expertise in the market.
Leading an Innovation Lab in government is like an
entrepreneurial venture, as our goals are different from the
regular delivery teams. The projects are generally the first
footer, challenging the perceived thinking. I recently
triggered a synthetic data project in the lab to innovate the
way the department shares and learns through external
collaborations.
https://dwpdigital.blog.gov.uk/2021/06/18/why-synthetic-
data-could-be-useful-for-a-government-department/
You can find out more about the work we're doing at DWP's
Innovation Lab in our podcast episode:
https://dwpdigital.blog.gov.uk/2021/05/12/podcast-digital-
innovation-at-the-uks-largest-government-department/
Our organization uses a structured decision-making
framework. Decision-makers work in an agile way and use
their team perspectives and more information to distill their
judgment. The department garners potential for digital
technology to improve governance and decision-making as
our ability to aggregate data and make an informed decision
has been utterly revolutionized.
Being in the Innovation Lab, I would say, decision-making
here is more revolutionary, and scope is more systemic than
other businesses that are evolutionary and contained to their
deliverables. Leaders are more engaged, communicative,
and active listeners. This openness works as a catalyst for
transforming organizational culture to accept more
revolutionary decisions that would evolve the ways of
working.
to the industry?
Open Sharing, leveraging Crowd Sourcing innovation.
I see myself having grown both in expertise in my field as
well as with the company. I want to continue to grow in my
leadership role, contributing more to the organization's
growth. I want to continue using my technical and data
science skills to lead projects transforming our society.
Take ownership of your career. Dream big, grow your
network, have a mentor at every step of your career. Having
humility and strong will is a solid combo. Also, don't forget
to pull up others to grow with you.

Providing academic support,
life skills training, livelihood
skill development, and
opportunity creation.
Erna Grasz
CEO
Asante Africa Foundation

Empowering Youth to Architect Their Own Future
ErnaGrasz
n today’s world, the importance of education is
Iunparalleled. The better education the younger
generation receives, the more they will contribute to
the development of communities that will assist in shaping
a better tomorrow. However, not every child is fortunate
enough to receive a quality education due to various
circumstances; their potential and talent don’t flourish with
lack of access. After witnessing the situation in rural East
Africa, Erna Grasz co-founded Asante Africa
Foundation to fill this gap.
Asante Africa is rooted in UN Sustainable Development
Goals; it achieves results through interconnected programs
designed to alleviate poverty by fostering the development
of educated and resilient youth. As the CEO of Asante
Africa Foundation, Erna is passionate about the power of
quality education. She understands the challenges in
managing the complex priorities of health, safety, security,
and education, recognizing the fragility and linkage
between education and food and economic stability. Apart
from playing an essential role in assisting the younger
generation with education, she is frequently on the global
stage, promoting executive leadership, innovating education
programs, and promoting sustainable philanthropy versus
charity.
The Journey
A single mother raised Erna in Texas, facing challenging
conditions. Erna learned early in life that education was an
excellent enabler and personal resilience was the key to
thriving in difficult circumstances. Her focused drive led to
her graduating at the top of her class in the man’s world of
Electrical Engineering. Her professional career started at
Lawrence Livermore National Laboratory, leading
innovative teams developing system solutions for the
nation’s greatest technical challenges.
As Erna transitioned to corporate leadership in Silicon
Valley, these skills enabled her to lead diverse teams
through ambiguity and chaos by providing vision, structure,
and purpose to their technical tasks. For Erna, forward
progress is always driven by a greater purpose.
Erna co-founded Asante Africa Foundation after visiting
rural communities lacking access to education in rural East
Africa. She and her two African co-founders were inspired
to pursue that greater purpose: Educating Children.
Mission & Vision
Asante Africa Foundation, a global social impact
organization, is focused on “Educating Children and
Transforming Worlds” through academic support, skill
development, and opportunity creation for youth in rural
East Africa. Erna expresses that education is the first and
most crucial step in emerging from poverty.
Asante Africa takes this a step further in all programs with
locally-led, youth-led, and girl-led programs. Asante
Africa’s young people have a saying: “If it’s about us, it
can’t be without us.” It challenges and drives the motivation
of the foundation’s work - simple, scalable interventions
can provide young people with the tools they need to thrive.
Solutions must be locally led and embraced by the
community. This is the best way to ensure sustainable
impact and gender equity.
Leaving the Mark
As sustainable progress in rural East Africa requires a non-
traditional approach, a top-down solution is not likely to
work in the private and education sectors. Asante Africa
programs are designed to be locally led and implemented to
ensure the solutions address local challenges and are
embraced and sustained by the community. Erna pushes this
even further with youth-led initiatives where students
actively engage in Asante Africa’s “Learn-Do-Teach”
43 | February 2022

academic programs and embrace Pay-it-Forward principles,
ensuring their efforts have immediate impact on students,
their families, and their community. Youth become
empowered and confident, knowing their ideas can lead to
local solutions to local challenges and ultimately,
sustainable impact.
The efforts of Asante Africa’s programs were recognized
when it received the USAID Young Women Transform
Prize in 2018 for the girl-led Leadership and
Entrepreneurship Program. In 2019, Asante Africa was
recognized as a Top 10 finalist for the Drucker Innovation
Prize for the “Learn-Do-Teach” model. The Obama
Foundation invited Asante Africa to participate in the
Global Summit. In the following year, Asante Africa
received the Bronze Award for Sub-Saharan Education
Innovation.
Shared Values are the Foundation for Change
Having rooted values in an organization is essential as it
plants the seeds from which it will grow from. A set of core
values guides Asante Africa Foundation: Youth and Women
Led, Inclusive Leadership, Pay-it-Forward, Innovation and
Continuous Learning, Partnerships, and Accountability.
These drive all efforts toward sustainable impact while
ensuring transparency and accountability to all
stakeholders. Erna states that these efforts impact Asante
Africa’s youth thriving by learning, doing, and teaching
others. Their parents and communities are involved and
embrace the values of education and Pay-it-Forward
initiatives. The value of education, entrepreneurship
training, and hard work is clear and is spreading to
neighboring schools and communities.
Assistive Technology
Technology is a great enabler, and Erna expresses that
during the pandemic when schools were closed, Asante
Africa sustained education for youth in the most rural
communities by bringing digital content to small learning
groups housed under trees or other community locations.
Modern quality education is increasingly available digitally,
with or without the internet, and the interface engages
students, unlike the memorization of conventional
classroom settings. By embracing digital technology,
African youth will be at the forefront of innovation,
prepared to build peaceful, more vibrant communities and
thrive in the global economy, Erna mentions.
The Next Big Change
Erna expresses that the pandemic taught several valuable
lessons, including why classroom walls do not limit
learning and education. Technology is changing how
knowledge is delivered, and the world is increasingly
connected, enabling the distribution of content and ideas in
real-time. Erna continues that technology is a key
ingredient in conquering the greatest challenges of our
times: Climate change, health, gender equity, and ending
poverty. In her opinion, technology-enabled youth will be
more successful in business, providing for their families,
building local economies, respectfully utilizing resources,
and growing the middle class. Technology brings the world
closer together, spreads ideas, enables local and global
commerce, and enables positive action toward peaceful
collaboration. Asante Africa Foundation is leading that
change in rural East Africa.
Planning Ahead
Asante Africa Foundation aims to impact an additional one
million young people in East Africa by 2025. It plans for its
students, staff, and alumni to be recognized for their
community success and impact. Erna states that women and
youth will lead the programs, and the funding will be more
globally diversified, with almost half of the foundation’s
resources coming from the countries where it operates with
lean operations and strong governance. She says, “These
are all key ingredients of a thriving, sustainable
organization with deep impacts on tomorrow’s leaders.”
Empowering Guidance
No one ever promised life would be easy. Erna’s mother
used to say “If you are striving to be good, it will be hard. If
you are striving to be great, it will be even harder”. Erna
says “Expect difficult times and take it one step at a time,
celebrating the small successes along the journey.
Eventually you will be achieving greatness.” Erna
encourages budding women entrepreneurs to think big and
take calculated risks with the simple philosophy of “Trust
your instincts, intuition, and intellect. Feel the fear and do it
anyway!”
Erna’s work is living proof that big challenges require bold
leaders capable of listening, learning, and acting in the best
interests of those they serve. “The future is being created by
empowered, skilled, and passionate young people. Asante
Africa will continue educating and creating opportunities
for youth determined to architect that bold future for
themselves and their world,” Erna concludes.

The modern business world requires an innovative
approach in workplaces; we have witnessed the
change from cubicles to open workplaces; however,
work culture demands another change. With a perception to
bring the following desired change to workspaces,
Katerina Trajchevska co-founded Adeva, enabling
companies to work remotely by creating various solutions
based on years of experience in the field.
As the CEO, Katerina strongly advocates that the future of
work is not about where you work from but what you
deliver. Adeva's efforts hit the nail on the head in the
unprecedented pandemic that allowed businesses to operate
remotely, expand their roots globally, break traditional
methodologies' barriers, implying Adeva's concept of Work
Without Boundaries.
challenges have you overcome to reach where you
are today?
Back when I was starting my career, my country didn't offer
too many opportunities to work on exciting projects. The
outsourcing industry was on the rise, and most of what we
saw were legacy projects and unexciting work. The startup
world was out of reach, together with all the fun challenges
that came with it.
I started freelancing in search of more interesting work and
instantly loved the flexibility it offered. The challenge was,
though, to keep the work supply steady - it was too risky
and unpredictable. That's how Adeva was born. Searching
for ways to improve our own freelancing experience
together with my business partner, we realized that we
could do the same for everyone who wanted the flexibility
of remote work without compromising on the stability of
regular employment.
There were plenty of challenges on the way, especially
because the companies that could provide a more stable
workload were the ones that were more inclined toward the
traditional way of work. Educating enterprises about the
benefits of remote work is a major task. Now with the
pandemic, we faced a massive shift in the industry, which
accelerated the adaptation for many companies and enabled
us to grow much faster.
Enabling work without
boundaries by connecting
organizations with
tech talent across the world.
Katerina
Trajchevska
Shifting the Tides of Workplace Ideologies
47 | February 2022

mission and vision.
Adeva is a remote tech professionals' network driven by the
purpose of enabling work without boundaries for tech
professionals worldwide. We're passionate advocates for
remote work, and our network is distributed in over 30
countries across the globe.
Using a community-driven approach, we engage some of
the brightest talents in the industry, enabling organizations
to scale their engineering teams fast. By cutting out
unnecessary expenses and minimizing fees, Adeva helps
companies reduce their hiring costs while providing long-
term, remote opportunities for tech talent worldwide.
We've been fully remote for five years, and over the years,
we dealt with most of the challenges companies are faced
with now, having to adapt to the new normal quickly. Our
approach has always been to work out our problems, find a
solution and once we're certain it works, offer it to our
customers to facilitate their work with distributed teams.
Whether it's by educating companies on implementing
strong processes for remote working or providing
infrastructure for easier management of their remote
contractors, we've always used our expertise to enable
companies to work remotely without limiting themselves to
a certain geographic location.
We stand behind the premise that it's never about how much
you work but what you deliver. What value do you create.
That's the main thing we want to pass on to every member
of our community and each one of our clients.
Being a people-driven company, we measure success in the
opportunities we create for people to enjoy life more, to live
the lifestyle they always wanted. For some of our
colleagues, that means to live and work from a different
location every couple of months; for others, to surf or climb
mountain peaks because all they need to do to afford it is
pack their laptop and hit the road. For most of them,
though, it's the flexibility to balance their personal and
professional lives, to spend more time with their families,
or move to a more peaceful location without worrying
about the commute or lack of work opportunities.
Those are the experiences that drive us. Knowing not that
you helped someone make a living, but that you helped
them live the life they want.
resourceful?
Technology is imperative to our ability to grow and serve
our talent and customers. We completely rely on our
platform for achieving that. On one side, we have people
interested in remote jobs who can apply to join regardless
of if they're actively looking for a job or not. On the other
side, clients can easily sign up and post their job
requirements to start the hiring process.
The magic happens in the back office, where we have a
smart search and matching process to find the best fit for a
given position and make an introduction. We're increasingly
automating the repetitive steps of our manual processes to
be able to focus more on creating value for our clients and
our network.
Our mission is to enable work without boundaries for 1
million people by 2030. To support companies and
individuals untap their full potential and remove borders
from work by creating an infrastructure for everyone who
wants to work remotely.
With more and more companies opening up to working
with distributed talent, a completely new set of challenges
will arise dealing with fake identities, the inability to stay
compliant with local laws, the overhead of managing and
paying people across borders. Utilizing our experience and
the obstacles we've overcome to get where we are today, we
aim to solve each of these challenges for companies across
the world and enable more individuals to access
opportunities that never existed before.
The glass can be half full or half empty, depending on how
you look at it. We're far from having a favorable
environment for women entrepreneurs, but just because of
that, there are so many communities and networks that
support women and create opportunities that would be hard
to get otherwise. Make it your strength to use them.

The Need to
Embrace
Tech-Transformation
Approach

There is a wide world out there full of opportunities
that test us in every part of the journey. But along
with success, what follows opportunities is
challenges. So, what makes this journey tolerable for
companies and especially for business leaders? It is the
transformation brought by technology that has changed the
life of everyone and made things easier for us. The
industries welcome this transformation, and even the
leaders are embracing it. The implementation of innovation
and technology in the workplace has created many
opportunities, due to which companies and leaders were
able to bring much-needed changes in their respective
sectors. This shows that everything is possible - only with
the right intent, knowledge, and the approach of always
learning.
Circle of Transformation
As they say, if you stay in one place for a long time, you
become that place. That is why you need to keep updating,
innovating, and re-innovating yourself continuously. Today,
the drive to turn innovative in their approach has become a
necessity for leaders. This journey goes through a lot of
challenges, failures, and ultimately successes. But it is the
experience that matters the most. Evolving according to the
situations and rising in all the challenges will define you.
And today, there is a dire need for businesses and leaders to
leverage technological advancements to thrive in their
domains.
Recently, the pandemic emphasized the need to embrace
digitalization as many businesses had to go digital. The
bottom line is business leaders will always have to be
prepared for such unprecedented times, and technology is
one of the factors that will keep you ahead of the curve.
Leading Strongly
A leader with diverse talent is the first choice for many
companies, and it is about a matter of time that it becomes a
criterion for today’s business leader.
Today, many leaders are focused on building their
successful business careers in the technological field. The
great news is that we are building a generation of business
leaders who are bringing a change to make this world a
better place to live. Sundar Pichai, Elon Musk, Jeff Bezos,
Steve Jobs, etc. are some prominent names who have
brought a drastic transformation in the business world.
Conclusion
There are many possibilities brought by technological
advancements that are yet to be explored. Finally, we can
conclude by saying that by combining technology,
innovation, and business acumen, business leaders will
cross their paths with transformations they want to bring in
this world.
Tech Talk
51 | February 2022

Natalie
Cramp
An Accomplished Tech Leader
Leading by Example
Women have paved their way in the tech space
and achieved remarkable milestones. They have
climbed the leadership ladder in tech
organizations by bringing different perspectives, skill sets,
and approaches to the table. One such striking instance of
the above statement is Natalie Cramp. Through her
leadership, Natalie has aptly exemplified how a tech
company can thrive by having women at the helm.
Natalie is the CEO of Profusion, a customer and business
analytics agency that supports clients of all sizes to
monetise their data. She brings more than a decade of
experience leading private, public, and third sector
organizations through significant periods of innovation and
change to the company. At Profusion, she leads a team of
80 consultants, data scientists, data architects, developers,
and digital marketing experts.
We at Insights Success got into conversation with Natalie
to learn more about her journey and dynamic
contribution to the tech space
Brief our audience about your journey as a
business leader until your current position at
Profusion. What challenges you had to overcome
to reach where you are today?
My journey as a business leader has been about
helping people solve problems, be that for their
transformation programs for their businesses,
supporting to deliver the London 2012 Olympics, or
tackling some of the challenges we face as a society that
will have a broader public benefit. I truly believe data is the
way to solve our problems. As CEO at Profusion, we
support people to tackle the challenges their organizations
face using the power of data science.
There are few female CEOs in data, and whilst it can be a
challenge, it is also an opportunity to add more diversity of
thought and approach. One of the things I am very
determined to do as a leader is to surround myself with as
many people with differing backgrounds and approaches as
possible.
mission and vision.
Profusion helps businesses to grow using data and AI. We
believe that data is often an untapped asset - widely
available and frequently underused. We create multi-
disciplinary teams to look at people, technology, and culture
to embed data-led ways of thinking and operating.
We don't just help you create the data strategy that will
support your business strategy, but we ensure that you have
the technology you need to deliver it, the people who are
skilled and confident to both deliver the projects and put the
insight into action in their everyday roles, and when you
need us to, deliver projects themselves.
tech industry through your expertise in the market.
Outside of working with companies to deliver cutting-edge
53 | February 2022

data projects, I'm proud of the work Profusion has done to
promote the ethical use of data, improve data literacy and
drive better representation in the industry.
Our Data Academy is geared towards both developing data
literacy in organizations and helping underrepresented
groups get into the data profession. Often businesses don't
have the data literacy in the leadership of the organization
to ask the right questions of their data, understand the art of
the possible, and execute on the insight they receive. We
enable organizations through training and support programs
to develop their knowledge and confidence. We also support
young people from diverse backgrounds to get their first
opportunities in data, with exposure to commercial projects.
Diversity and inclusion are at the heart of our organization.
Profusion embraces different ways of thinking and working
because we fundamentally believe that this drives better
results. We are proud that our team of 80 people is made up
of over 20 nationalities with more than 25 languages
spoken.
We have a foundation, Profusion Cares, which seeks to use
data with purpose and impact to make a difference in
society – this ranges from pro bono data projects to a big
focus on supporting the next generation to embrace the data
profession and secure opportunities in this very exciting
field.
Finally, innovation is unsurprisingly an important tenet of
our culture. We partner with leading Universities to bring
the latest academic thinking to our commercial clients and
have won multiple awards for this partnership working.
in the tech space?
Improve diversity in the data and AI industry. As long as
there are limited backgrounds and ways of thinking for our
practitioners and leaders, there will be limited progress. We
are trying to contribute to this through our Data Academy
where we bring candidates from different backgrounds into
the industry and retrain existing leaders with different skills
into data and AI. We operate on a model where for each
course we sell, we gift places to education and charity
leaders and teams to also gain the benefits of this learning.
What, according to you, could be the next big change in
the tech industry? How is your company preparing to be
a part of that change?
Technology moves at a faster pace than the law, and we
have seen many instances where data and AI have been
used poorly, in invasive or unsafe ways. The field of Data
Ethics is growing rapidly and is set up to be the next big
change in the industry.
There is always more than a business could do than perhaps
it should do. When a business could use the data to help,
but a customer may consider that an invasion of their
privacy, where should the balance fall?
It's hard to have a simple answer, so our Data Ethics
Advisory Board is helping us to create The Good Data
Guide, a set of principles and advice that companies can use
when they don't necessarily have ethicists available.
entrepreneurs who aspire to venture into the tech
industry?
Recognize the skills you bring – it is not all about being
able to code. Data is a collaboration between technology,
technical skills, and business, and business understanding is
critical. Understand the assets you bring to the table and
find a role that lets you use those strengths.
Secondly, ask for help and support – people like to be
useful, and there is a lot of support available: networking
groups, educational charities, mentoring schemes, free
online training, and much more. Until you talk to them, you
won't know what you don't know. Ask for help before you
need it, and don't forget you're never too old to do work
experience.
Having a support network both personally and
professionally is critical. It's not a lie that it is lonely at the
top, and you need those people to help guide, challenge,
connect, support, and listen to you – don't be afraid to ask.
All of us need help.
“Data is the untapped
asset on your balance
sheet and Profusion
translate that asset into
profit for your business.”

Paige Arnof-Fenn
Helping Businesses Tell Their Stories in Compelling Ways
Meet Paige Arnof-Fenn, an avid marketer who
turned her love for building brands into a
profitable business called Mavens & Moguls.
Paige did not plan on starting a company. She always
wanted to go work for a global business and be a Fortune
500 CEO. When she was a student, she looked at leaders
like Meg Whitman & Ursula Burns as her role models. She
started Mavens & Moguls after beginning her career on
Wall Street in the 80s and having a successful career in
Corporate America at companies like Procter & Gamble
and Coca-Cola and then working at 3 different startups as
the head of marketing. All 3 startups had positive exits. She
took the leap right after 9/11 when the company she worked
for cut their marketing. She had nothing to lose.
Running a global marketing business provides her a
platform to do work she truly enjoys with and for people
she respects. "I get to set my priorities, I have time to travel
(pre-Covid) and hang out with my inner circle, and I work
out every day. It has been a journey to get here, but I am
lucky to have found it. I love the autonomy, flexibility, and
the fact that I know every day the impact that I have on my
business," expresses Paige.
When Paige worked at big companies, she always felt the
ball would roll with or without her, that if she got hit by a
bus, someone new would be in her office right away. Now
her DNA is in everything she does. She can trace every
decision and sale to something she did or a decision she
made, which is incredibly gratifying and fulfilling. Like
most entrepreneurs, Paige is working harder and longer
than ever, and she has never been happier. She asserts,
"Working for yourself and building a business you started is
incredibly rewarding and gratifying. It has been a lot of fun.
I joke that I am an accidental entrepreneur. I knew I had
made it as an entrepreneur when Harvard wrote 2 case
studies on my business a few years after I started it. We
were very early to pioneer sharing resources on the
marketing front (before my company, it was really only done
with HR, legal, and accounting/finance).”
Inspired by her passion, we at Insights Success got into
conversation with Paige to learn more about her journey
and how she and Mavens & Moguls are meeting the
branding needs of businesses.
Tell us something more about Mavens & Moguls and its
mission and vision.
My company's mission is to bring world-class marketing
talent and expertise to organizations that want to make a
difference in the world. We believe every organization
deserves the right words and pictures to tell their story in
compelling ways. Our vision is that all companies,
regardless of size or budget, should have access to the best
marketing talent on an outsourced basis.
Mavens & Moguls provides
ideas that work to help our
client partners build
sustainable brands and
profitable businesses.

Paige Arnof-Fenn
Founder and CEO
Mavens & Moguls
57 | February 2022

Marketing niche through your expertise in the market.
We are storytellers and content creators who help our
clients in compelling ways by finding the right words and
pictures to create interest for their products and services.
Creating content is a great way to build your brand,
increase your visibility more broadly, raise your profile, and
ultimately attract more attention/clients/customers. I have
always loved telling and listening to stories since
childhood. In the early days of mankind, stories were a
great way to communicate around the campfire, they are
critical to the Bible, and they are still effective today.
People do not remember facts and figures, but if you tell
them a story that touches them emotionally, you get their
attention, and they want to hear more. People need to be
educated, informed and/or entertained, so I love to figure
out how best to tell a story in a way that makes people pay
attention and breaks through the noise. When you share
what you know -- your passion, your war stories, the good,
bad and ugly -- the content will flow and pour out of you.
The stories will be interesting, and the lessons will be real;
people will remember you and come back for more.
and what are your future goals for Mavens & Moguls?
Successful businesses post-pandemic must be
adaptable/agile, strong communicators, and have a growth
mindset. They will be inclusive and collaborative because
we never know when the next crisis will hit, so being able
to adapt to change is critical. Staying nimble today is core
to survival and ultimately success. We are measuring
productivity going forward by what we get done; it is based
on accomplishments, not activity.
My goal is to continue to build growth mindset teams
because they never stop learning/experimenting. They are
focused on the future and see opportunities ahead by
creating a culture of learning/growth. It takes effort and a
commitment to excellence for people to continually
learn/grow, especially in a virtual/remote environment. I do
not think there is one habit to keep teams sharp/fresh. I am
using a combination of reading/learning online and
off/attending conferences/talks/networking/ newsletters
from influencers/TED talks/podcasts/finding
mentors/listening to all feedback, good and bad. To stay
relevant/keep growing, I try to encourage the team to
prioritize professional development to keep skills fresh and
stay on top of new trends/technologies.
entrepreneurs who aspire to venture into the Marketing
sector?
So much of success in marketing is about effective
communications online and offline. My advice for success
is to be a student for life, walk the streets and notice your
surroundings. Do you know which movies won at the box
office? Books on the NYT best seller list? Top Billboard
and Grammy songs? Oscar winners? Why was Game of
Thrones popular? Even if it is not your taste, you need to
know about these things and have an opinion. A career in
marketing and communications is about relevancy, so every
day, I try to pay attention to pop culture, trends, etc. You
have to keep your antenna up! You have to be driven,
focused, intensely curious, and always be looking for the
next way to make something better, be a good listener to
clients, colleagues, feedback, the market to show respect for
great ideas, and be a great communicator. With these traits
and a strong work ethic, you increase the odds of
succeeding.

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