Leadership, Diversity, and Optimism: April Tayson from Adjust #BreaksTheBias

In this article of #BreakTheBias series, AVOW interviews April Tayson – Regional Vice President, Adjust – India, Southeast Asia, Australia, and New Zealand. 

Based in Singapore, April leads Adjust’s sales and revenue operations in the INSEA region. She is responsible for the go-to-market strategy, growing the company’s market share, and helping marketers grow their mobile apps with solutions for measuring and optimizing campaigns and protecting user data.

With over 15 years of experience in digital marketing, April is passionate about promoting INSEA’s vibrant and fast-growing mobile app ecosystem, while bringing more transparency and trust to the industry.

Why is gender balance and having a more diverse workforce important, especially in senior management teams? 

I am a firm believer that without equal inclusion of women in business, education, health and politics, we will not be able to solve the world’s most pressing problems and achieve a prosperous, vibrant future. As Ruth Bader Ginsburg rightly said, “Women belong in all places where decisions are being made”. It shouldn’t be that women are an exception.

Senior management teams that complement gender balance with a diverse workforce are able to accelerate the successful execution of the company’s vision and mission. Working in an industry with a global presence, having diverse viewpoints, local perspectives and cultural diversity on the decision table fuels growth for any company that aims to create impact and value for their customers.

Having a diverse leadership team that supports and champions female leaders is key to connecting with your teams, customers and markets, and fostering  innovation. In fact, according to BCG Research, “companies, where women account for more than 20% of the management team, have approximately 10% higher innovation revenues than companies with male-dominated leadership.” 

I am encouraged by the gender diversity in Southeast Asia, where the proportion of women in technology is higher than the global average (32% vs. 28%). Yet women’s representation in tech still lags behind other industries in the region. More work needs to be done. 

Could you name a woman who’s inspired you the most and why? 

My mother remains my spiritual guide, friend, and a mentor in my career and otherwise. Her unlimited optimism and unique ability to listen and share positive vibes has never failed to inspire me. 

At Adjust, I am fortunate to have the opportunity to work with a diverse spectrum of women leaders — from Product to Customer Success, from Inside Sales to Technical Account Management teams. Closer to home, my own team is full of talented young women who inspire me with the zeal and passion I can resonate with. 

What are the common biases or assumptions you see women face at the workplace? 

Implicit or explicit bias in the workplace or outside is unavoidable. What matters is how you deal with it.

The most interesting bias I frequently see towards women is from experienced professionals who are rigid and dismissive to changing the status quo when things need to be fixed. Add to that equation their own gender bias, which leads to the assumption that they know better. The classic “if you think you can do better, why don’t you show us how to do it” is a common bias I see — something male peers will rarely be asked.

What are your tips for women who’d like to make it in tech?

The MarTech industry in particular sits at an intersection between technical and social management skills. It provides a great avenue for women to fully utilize both their IQ and EQ to excel at the job.

My simple advice for women looking to get into MarTech would be to learn as much as they can about technology and where it’s heading – whether that’s networking within the industry, reading relevant publications to stay up to date, or even looking at company blogs to understand how they work and market themselves. 

Do you have a specific book, podcast, publication, quote by a female / or not female or else you could recommend that we women in mobile & tech could learn from?

I would recommend seeking a diverse source of information, regularly reading up on the latest news and trends in the tech space – Tech In Asia is a great resource to understand the latest in tech in our region. Some go-to destinations are TechCrunch, Digiday, The Drum, BusinessInsider, AdExchanger, PocketGamer in addition to Adjust blog and other Martech partner blogs or reports. Staying informed on the latest trends and news in your area of expertise keeps you ahead of the curve many times. 


Gender diversity and inclusivity run the backbone of a successful organization. While many of us have realized the importance of women in leadership roles, there’s a lot more that needs to be done on the grassroot level than just speaking about what we can do collectively to #breakthebias. As April suggests to women who are wanting to pursue a career in technology to read as much as you can and find your passion by never stopping to learn new things. [/vc_column_text][/vc_column][/vc_row]