International Women’s Day may have passed, but recognizing the impact of women in the industry and in every aspect of our lives shouldn’t be limited to a single day each year.
We’re continuing the conversation by showcasing industry leaders whose insights, experiences, and leadership continue to shape the world around them.
Next up, we talk with Audrey Michelin, Senior Director, Account Management APAC, OpenX.
When we asked Audrey what drew her to the industry she told us her shift to the media industry initially grew from a desire for a better work-life balance.
“My transition into the media industry was initially driven by a desire to move away from the antisocial work hours of event management.” She added that in adtech, “I found the perfect space to thrive.”
The theme for International Women’s Day 2025 is “For ALL Women and Girls: Rights. Equality. Empowerment.” What does that mean to you professionally and personally?
I see it as a call to action and a reminder that there’s still much work to do.
Professionally, it means actively fostering an inclusive and equitable workplace where all women, regardless of background, have access to the same opportunities for growth, leadership, and success.
Why do certain industries remain male-dominated? What obstacles are preventing women from progressing? And how can we drive systemic change? Empowerment isn’t just having a seat at the table; it’s about being heard, valued and respected when we’re there.
Personally, it’s a commitment to lifting other women up – whether through mentorship, advocacy, or, crucially, leading by example. I have first-hand experience of the value this brings.
Empowerment isn’t just having a seat at the table; it’s about being heard, valued and respected when we’re there.
Strong mentors and allies helped shape my career, and I want more women to benefit from the same support I had, especially those facing additional barriers. Rights, equality, and empowerment shouldn’t be privileges – they’re fundamentals, and we must fight so they become realities for all women and girls.
What first drew you to the industry? Was there a defining moment or experience that shaped your path?
To be honest, my transition into the media industry was initially driven by a desire to move away from the antisocial work hours of event management. I saw a role that appealed to me and aligned with my transferable skills, so I took the leap. And in adtech, I found the perfect space to thrive.
Even now, this industry amazes me, and I’ll admit I’m fascinated, if not a little apprehensive, about where it’s headed next.
My first role was incredibly rewarding – I faced challenges, learned a great deal, and built lifelong friendships. But it was my second role as a Customer Success Manager at a DSP that truly captivated me. Seeing the power of machine learning (ML) and dynamic creative optimisation (DCO) to deliver more effective ad campaigns for advertisers and their audiences was eye-opening.
Even now, this industry amazes me, and I’ll admit I’m fascinated, if not a little apprehensive, about where it’s headed next.
Is there a person or persons who inspired you professionally on your career journey?
There are many, including Sorrel Kesby (Head of Global Commercial Operations at Gum Gum), Priya Bhatia (RVP Publisher Development APAC at OpenX) and Jade Randazzo (Founder, Jade Erin Lloyd Coaching).
Sorrel is the most driven person I’ve ever met, Priya remains calm and composed whatever the situation, and Jade has an incredible ability to uplift those around her.
I feel incredibly fortunate to know each of these women; their influence has shaped how I have approached my career, and I’m grateful for the lessons they’ve shared with me.
I have learnt from them the importance of staying focused when it comes to my career, setting meaningful goals, and finding fulfillment in my work. I feel incredibly fortunate to know each of these women; their influence has shaped how I have approached my career, and I’m grateful for the lessons they’ve shared with me.
What’s a key lesson you’ve learned in your career that has shaped how you work today?
I have two key lessons that I rely on often – with many more to come, I’m sure.
First is the importance of empathy. In business, it’s natural to consider “what’s in it for me” when navigating situations. But it’s critical to remember that we are all human, each experiencing both good and challenging days.
Our perspectives are shaped by our unique life experiences, and I believe that embracing these differences leads to stronger collaboration, deeper understanding, and ultimately, better results.
Confidence in your abilities is essential, but so is having the humility to recognise your areas for growth and improvement.
The second lesson is the importance of being your own strongest advocate. After all, no one has a greater stake in your happiness than you do. Confidence in your abilities is essential, but so is having the humility to recognise your areas for growth and improvement. If you want to progress, don’t be shy. Make sure you regularly communicate your needs and aspirations to those who can influence these decisions.
How has mentorship played a role in your career – both as someone receiving guidance and as a mentor to others? What have been your most meaningful takeaways from these relationships?
I find mentorship incredibly fulfilling. It encourages me to consider perspectives and challenges I may not have encountered personally, as well as alternative approaches to problem-solving. As a mentor, I find I learn just as much from my mentee, and continually learning and improving is crucial to me.
I’m especially passionate about mentoring women in the industry because I lacked a senior female role model to look up to or collaborate with when I was starting out. I’ve been fortunate to have outstanding male leaders who have supported and guided me throughout my career, but there are certain challenges unique to women.
As a mentor, I find I learn just as much from my mentee, and continually learning and improving is crucial to me.
Having willing mentors has helped me reflect on situations, gain clarity, and navigate challenges more effectively. No matter where you are in your career, mentorship is vital because it’s a powerful way to grow, learn, and find your best path forward.
How can organizations effectively champion diversity, equity, and inclusion (DEI), especially in the face of current challenges? What specific strategies have you found effective?
It’s all about intentional action, accountability, and continuous commitment at every level of an organisation. And this isn’t simply about doing something that “feels good.” Initiatives that promote inclusion actually drive business results: It’s a well-documented fact that more diverse organizations are more profitable.
Is there a project or initiative you’ve worked on that you’re particularly proud of? What made it meaningful to you?
What I am proud of is having the opportunity to bring my experiences as a business leader and a woman to help the industry develop. That’s why I jump at any chance of getting involved. As a result, I joined IAB Australia’s Video Council and APAC Technical Working Group and became a judge for the Women in Media, Women in Tech and 30 Under 30 Awards.
I’m also a passionate supporter of The Women in Programmatic Network, which supports women in the programmatic industry, and collaborated with them and IAB Australia on the ‘A Seat at the Table’ series.
Quick Hits:
A trend you are excited about:
I’m particularly excited about the growing emphasis on strength training for women. For so long, societal pressure focused on being thin and “lean,” even at the expense of overall health. It’s incredibly empowering to see women shifting that narrative—embracing strength, prioritising their well-being, and confidently lifting heavy weights.
Favorite creative campaign that has most inspired you:
This one that demonstrates that the internet – and now AI – reflects who it’s built by, sometimes over fact.
If your team of engineers or data scientists is homogeneous—say, all male or all from a specific region—your AI models are likely to miss critical cultural nuances, leading to biased outcomes. A lack of diverse perspectives can skew results and simply fail to connect with huge swaths of the market.
A quote that guides you: It may not be the most sophisticated quote, but a lyric from OutKast’s Ms. Jackson resonates deeply: “You can plan a pretty picnic, but you can’t predict the weather…”
No matter how well we prepare, things rarely go to plan. Success lies in our ability to adapt, navigate challenges with composure, and keep moving forward. This rings true in both business and life.
