The latest candidate in our series of Q&As with influential women in the technology business is Krista Collinson, Head of Direct to Consumer, Samsung Electronics Canada.
Name: Krista Collinson
Job Title & Company: Head of Direct to Consumer, Samsung Electronics Canada
Years in the Industry: 4 Years
The Quote That Most Inspires You: “Make your own path forward, be fearless.”
What drew you to a career in the consumer and/or business technology industry?
I’ve always been drawn to the intersection of innovation and human connection. The consumer tech industry offered a unique opportunity to understand customers deeply and then use that insight to shape products and experiences that meaningfully improve their lives. What excites me most today is how AI is becoming more intuitive, more helpful, and more accessible.
Have you encountered any roadblocks along the way that were related to your gender?
Like many women in executive and technology roles, I’ve seen the landscape evolve over time. Earlier in my career, there were fewer women in the room, fewer role models, and fewer advocates. Today, there’s greater openness to diverse perspectives and lived experiences, which makes a real difference.
But challenges remain. The biggest one, in my view, is ensuring women not only have a seat at the table, but that their voices are actively heard and valued. Representation matters, not just for balance, but because teams that reflect their customers build better, more inclusive solutions. That’s the standard I hold myself to and the culture I work to foster.
Technology is historically a male-dominated industry, yet the use of tech is fully embraced by women, and many studies even suggest that females are the primary buyers of tech in the home. What do you feel the technology industry needs to attract more women, particularly into high-level positions?
It starts with how we define leadership and who we envision in those roles. Women are already leading in how technology is used, especially in the home, so it’s time the industry reflects that influence in boardrooms and C-suites. But it’s not just about gender. Attracting more women into senior roles means creating pathways that value diverse thinking across age, background, culture, and lived experience.
If you had to sum up what it is like being a woman in this male-dominated technology industry in just a few words, what would you say?
Empowering, evolving, and overdue for more change.
My perspective is shaped by having led in multiple industries: CPG, healthcare, fintech, and now technology. That diversity of experience is an asset. Tech doesn’t exist in a vacuum, and we should be drawing inspiration and leadership lessons from beyond our own walls.
To truly support women, we need more than encouragement. We need action. That includes creating clear pathways into leadership roles beyond the traditional lanes of HR or marketing. We need our peers and industry leaders to sponsor, not just mentor. When women lean in, leaders must show up in return.
Are there women in the tech industry who inspire you?
Women in technology are rare birds. If you see them, follow them. They will help you soar.
What are some of the misconceptions/myths about women working in the technology space that you’d like to dispel?
One of the most persistent myths is that women are better suited for support roles rather than core technical or commercial leadership. That’s simply not true. Women thrive in engineering, product management, sales, and general management. And that’s because talent, drive, and strategic thinking aren’t defined by gender.
Skills are transferable. Ambition is universal. And loyalty, curiosity, and progressive thinking are traits I see in the women across this industry every day. The more we challenge outdated assumptions, the faster we’ll unlock the full potential of our workforce.
What’s one thing you wish was done differently in the industry, and why?
I’ve spent my career championing the growth and advancement of women across every industry I’ve worked in. But if there’s one thing I’d change, it’s this: progress can’t fall solely on the shoulders of women.
We need more male allies. That means advocating in the room when we’re not there, challenging outdated norms, and ensuring equity is baked into how teams are built and how talent is evaluated. The industry will only move forward when accountability for inclusion is shared at every level.
How do you feel the latest shift to AI will impact the way you do your job and opportunities for women in the industry?
AI is transforming every part of how we work, from streamlining processes behind the scenes to completely redefining customer experiences. It’s not just a future trend. It’s here now and it’s evolving fast.
For me and my team, AI presents an opportunity to innovate more efficiently and make smarter decisions across e-commerce, retail, and loyalty. But even more importantly, it’s a pivotal moment for inclusion.
“AI for all” isn’t just a slogan, it’s a responsibility. We need diverse voices shaping how these technologies are built, governed and used.
Are you optimistic for the future in general and for the industry?
I’m encouraged by the direction the industry is heading. The rise of AI is creating new opportunities for innovation and smarter decision-making. It’s an exciting time for both the technology industry and opportunities for women to lead and shape these advancements.