Gender parity, Innovation, and Technology: How Orietta Mendez is helping #BreakTheBias

Every year, we celebrate International Women’s Day on March 8. This year, AVOW took a slightly different approach to celebrate this year’s motto #BreakTheBias by highlighting the stories of women in the mobile tech space who are leading from the front to BREAK THE BIAS!

Amid ongoing tensions in Europe and Russia, we speak to women who, apart from being significant voices in peace-keeping, are breaking grounds in the mobile industry, creating spaces for women to advocate gender parity in technology and empowering innovation. 

In this article, we interview AVOW’s COO & Managing Partner, about her experiences towards forging gender parity in a workforce environment and how it has helped her scale both professionally, and personally. 

What advice would you give to a woman considering a career in the tech industry today?

I believe there has never been a better time to come into the tech industry than now – there is an abundance of opportunities, companies are becoming more and more employee-centric and there is an ever-growing need for new dedicated talent to become experts.

My advice for women considering a career in tech would be not to get intimidated. Some women may feel reluctant to enter technology careers because they’re afraid as they don’t have enough technical knowledge. However, having curiosity, not technological background, is the top reason one will succeed in careers involving product sales, product marketing, data science, etc. Curiosity can inspire you to identify the problems and dig out the root causes as well as spot new ways of doing things.

In addition, careers in tech are not just about acquiring technical knowledge, but about demonstrating leadership and mentorship. Since women are generally good at handling interpersonal relationships, they often contribute to the overall harmony and quality of work environments.

What’s the greatest risk you’ve taken as a professional and how did it go?

During the economic recession of 2008 I found myself job hunting throughout a time when there were not many opportunities out there (specially as a foreign female without German skills). At one point I had decided it would probably be best to pursue a second Master’s Program in Amsterdam and even got a scholarship for it. Just as I was about to join this Master’s program, I received an offer from a small online marketing agency in Berlin to join their Trainee program in Affiliate Marketing. It didn’t make much logical sense to take such a step back career wise, as I had already been in the work space for a few years, but the fact that I had been chosen among what I considered several strong candidates and that the company looked very diverse, made me go for the Trainee program. In time, this became my first step into the ad tech industry, and looking back at how fast phased and full of opportunities this road became, it was probably the best professional decision I have ever made.

Do you have a female role model? And if yes – what makes her a role model? Anyone in our space? 

I look up to Lubomila Jordanova, founder and CEO of PlanA.Earth, is a Berlin-based startup developing an end-to-end platform that enables companies to measure, monitor and reduce their environmental footprint.

In a world with so much self-centered and money-driven leadership, it is refreshing to see someone in the tech field, working towards a goal of green sustainability for companies, and also the effort she makes to continuously broadcast her activities and involve the community.

Do you have a specific book, podcast, publication, quote or else you could recommend that we women in mobile & tech could learn from?

Last year, I  became a  mom for the first time, and I am listening to a couple of “working moms” related podcasts. My favorite one is Harvard Business Review – Women at Work.  This whole podcast series is great because it breaks down what typically holds women back in their careers and gives solid strategies to overcome these obstacles.

Here is my favorite episode: HBR Women at Work, All the Help We Can Get.


While the journey may never be easy, it is absolutely important to keep moving & leading. When it comes to the tech industry, gender bias is, unfortunately, alive and well. But, as the clocks keep ticking, there has been a steady increase in the number of women leading the tech industry. It doesn’t matter if you’re going into the tech industry or not. You, as an individual, can help #BreakTheBias and create not just an equal but an equitable world for all of us.

If you’re looking out for an opportunity that helps you diversify your skillset and professional growth, AVOW is the right place for you to be. Check out open positions here and become part of our global A-Team.