The latest candidate in our series of Q&As with influential women in the technology business is Christina Cruzeiro, Regional Sales Manager, Visual Solutions, Sharp Electronics of Canada and Co-Chair AVIXA Women’s Council.
Name: Christina Cruzeiro
Job Title & Company: Regional Sales Manager Visual Solutions, Sharp Electronics of Canada; Co-Chair AVIXA Women’s Council
Years in the Industry: Over 16 Years
The Quote That Most Inspires You: “You teach people how to treat you.” (I first heard this from Maya Angelou, and it has stayed with me.)
What drew you to a career in the consumer and/or business technology industry?
Like many in this industry, I really just fell into a career in technology, but I’ve stayed for a reason. In technology, things are constantly evolving, and I really enjoy that type of dynamic environment. There is a constant flow of new products and innovations, and that continuous change gives me a chance to learn new tech and demo it for customers. It’s satisfying to be on the cutting edge of how we use technology in new and different ways to make life easier.
Have you encountered any roadblocks along the way that were related to your gender?
Yes, I think most women working in traditionally male-dominated industries encounter moments where they question if gender has played a role in creating roadblocks. There have certainly been times in my career when I’ve wondered if things might have progressed a little faster or easier had I been male.
That said, the roadblocks I’ve encountered have helped shape who I am as a professional. They’ve pushed me to build resilience, strengthen my voice, and focus on delivering results that speak for themselves. I’ve also been fortunate to work with many supportive colleagues and mentors who value talent, hard work, and collaboration of myself and other women above anything else.
Rather than viewing those challenges as barriers, I try to see them as opportunities to help move the industry and my career forward. Every time we create space for diverse voices, we help make the path a little easier for the next generation entering the field.
Having a daughter who is pursuing a STEM career makes this especially meaningful to me. It reminds me that the progress we make today helps create more opportunities for the women who will follow.
What unique characteristics or perspectives do you feel you bring to your organization as a woman?
Each person is their own individual. As a woman I bring empathy and the capacity to listen intently. I place greater attention on the feelings of others, and I think that’s important. I am at a point in my career where I want to enjoy going to work and feel good about the people I work with. We have a great culture at Sharp; people respect and listen to each other. I take that same approach to listening with customers. If I’m truly going to help someone, then I need to focus on listening so I can understand what they need.
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 must do to attract more women, particularly into high-level positions?
That’s a great question because you’re absolutely right, women are very comfortable using technology and, very often, they are the primary decision-makers when it comes to purchasing it. Yet representation working in the technology industry, especially at senior levels, still doesn’t fully reflect that reality.
I believe attracting more women starts with visibility and opportunity. When women see other women in leadership roles, it sends a powerful message that those positions are achievable. Representation matters, and organizations that actively support and create opportunities for female leaders help create that pathway.
Mentorship and sponsorship are also incredibly important. Many successful careers are built not only on hard work, but also on having someone who advocates for you, helps open doors, and encourages you to pursue bigger opportunities. At Sharp, we really embrace this and work closely with our younger employees to help them shape and grow their careers.
Equally important is creating workplace cultures where diverse perspectives are valued and where leadership styles don’t have to fit a single mold. When companies embrace different approaches to leadership, decision-making, and collaboration, they naturally become more attractive to a broader range of talent.
If you had to sum up what it is like being a woman in this male-dominated technology industry, what would you say?
It’s challenging at times, but incredibly rewarding, and it offers the opportunity for women like me to break barriers and create opportunities for the next generation. That’s incredibly rewarding.
Looking back to the quote I noted earlier as the one that most inspires me, as a woman working in a male-dominated industry, this message feels especially important to me. Early in our careers, many of us are taught to be agreeable, not to rock the boat, and to simply be grateful for the opportunity to be in the room. But over time, you realize that the way you show up, how you set boundaries, how you communicate, and how you advocate for yourself shapes how others treat you.
Making it clear how people should treat you doesn’t mean being difficult or confrontational. It means setting standards for professionalism, respect, and collaboration. It means ensuring others recognize your value, speaking up when your voice should be heard, and not changing those characteristics or shrinking yourself just to make others more comfortable. I often repeat this quote to my daughter as it applies to so many situations in life, not just corporate ones.
Are there women in the tech industry who inspire you?
Two people come to mind right away, and both are powerhouses in the industry.
The first is Brandy Alvarado, who was co-chair of the AVIXA Women’s Council when I first became involved with that group. Brandy was a mentor when I stepped into a leadership role with the organization, supporting and introducing me to other wonderful women in the industry. I can’t tell you how much she helped me
The second is Tammy Fuqua, who selected me to be Global Co-Chair with her. She was in Southern California and I was in Toronto. We were both aware of the leadership roles we had in our respective groups, but I found working together extremely inspiring. While we were co-chairs together Tammy went through breast cancer. She has shared extensively about her journey, but working directly with her, even with those struggles, Tammy always showed up for AVIXA to volunteer her time for others. Through all that, she held down a full-time job in the industry. She is truly inspiring to me.
What are some of the misconceptions/myths about women working in the technology space that you’d like to dispel?
It can be frustrating to be a woman in the technology industry. Most days, the meetings I walk into, I am the only woman in the room. So often you feel like you are on your own little island. The situation often creates misconceptions. The one I feel most often is that women are not technical enough to do the job. Of course, I disagree with this position entirely, but it certainly leads to a sense that, as a woman, you have to command the space and constantly prove to others that you’re capable, that you know what you’re talking about.
Looking back, what’s one thing you wish you did differently in the industry, and why?
One thing I would have done differently is put my hand up earlier. When I first got into technology, I now realize I sat back a little bit too much. I thought I would wait until the opportunities came to me. I realize this is common for women (and maybe most employees) at first. But I’ve learned that unless you start making it known that you’re looking to take the next step in your career, it’s simply not going to happen. No one is going to tap your shoulder and ask if you’re interested in a promotion or another position unless you go get it for yourself. I wish I had done that a lot sooner.
How do you feel the latest shift to AI will impact the way you do your job and opportunities for women in the industry?
I definitely think AI is going to help. I am embracing the change. We work in technology and, as I said, I love that the field is constantly evolving and growing. Part of that is not being fearful of change but working with it to better your career.
AI is here and it’s in our best interest to figure out what to do with it. That said, I do not think it will ever replace the face-to-face relationships that I have with customers and partners. But if it can help me improve in my role then I am absolutely going to use it.
Are you optimistic for the future in general and for the industry?
I feel optimism for women in technology because there are so many more women today than when I started my career. But as I mentioned, most of the time I’m still the only woman in the room. The change is taking much longer than I would like.
When I first began to get involved with AVIXA eight years ago, running my local group, I was naïve in a way as I thought I was going to change the world, fair pay would happen, and that we’d see many changes right away. I’m extremely proud of the work we’ve done with the Women’s Council, and I’ve been able to help women advance in their careers and achieve different roles. I do think it’s getting better, but change has come slower than I would like. Our daughters are going to demand more when they enter the workforce.