The latest candidate in our series of Q&As with influential women in the technology business is Gillian Martin, Director & Category General Manager, Gaming, VR, Digital Imaging & Drones, Best Buy Canada
Name: Gillian Martin
Job Title & Company: Director and Category General Manager for Gaming, VR, Digital Imaging and Drones, Best Buy Canada
Years in the Industry: 19 Years
The Quote That Most Inspires You: I don’t have any particular quotes I follow specifically. I am inspired by authentic people that show up every day, work hard, and be themselves. This one certainly fits with that thought, though: “Amateurs sit and wait for inspiration, the rest of us just get up and go to work.” (– Stephen King)
What drew you to a career in the consumer and/or business technology industry?
As a child, I loved to browse Future Shop and other retailers with my dad when we were shopping for back to school. On top of that, all my part time jobs growing up were in retail. I had never known any other world and after university, I was drawn to two different postings for the Future Shop/Best Buy head office.
Up until that point, I was undecided on what I wanted to do. When I saw the listings (one for a copywriter and one for merchandising), I was drawn to merchandising. It was the idea that I would have a say in what products were sold, how they were arranged in store, and what the customer experience would be that I fell in love with.
Have you encountered any roadblocks along the way that were related to your gender?
I have always worked with people that valued and praised hard work first and foremost, which has been a benefit for my career. In my early years, I was more concerned with being taken seriously as the youngest buyer on the team than being female.
Certainly, there have been external partners throughout the years that have looked to one of my male colleagues first before listening to me. It bothered me early on, but I quickly realised that was a fault of theirs, not mine, and if my internal partners listened and supported me, I could get past it.
What unique characteristics or perspective do you feel you bring to your organization as a woman?
Approaching any situation with empathy has always been a key focus for me. While this is not a uniquely female approach, I have found it to be less prominent with male colleagues. It is so important to remember that everyone we work with is human and has a different perspective. Be open to listening to other ideas and embrace strong communication as a team.
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?
I would split this into two answers: attracting female talent in the industry and secondly, attracting female shoppers.
I wouldn’t say I have any solid answers to this, but I do think it is important that young women have visibility to what opportunities exist in areas they are interested in. And they need encouragement that any job is an opportunity for them if they find it interesting and put in the work. I was not attracted to Best Buy/Future Shop because women worked here. I was attracted to the idea of having a say in what went into the stores and how they were displayed. This is something I have always been passionate about as a retail employee, and I got excited at the idea of having an impact.
There are a few things I think would help women feel more comfortable shopping in a tech environment, but number-one is having the opportunity to try new tech in a way that is not intimidating. Self-serve demos, in-store instruction from experts, et cetera, these are things I have embraced because it can create a more comfortable environment to try something new.
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?
There were many times, particularly in the early years, when I was the only woman in the room. It was intimidating to start, but you just have to remember to be yourself and speak up! Every single person you work with has a unique perspective, whether they are male or female. Early on, I tried to fit into a specific mould and realized how unnecessary it is. Our experiences shape us, and being a woman is just one aspect of who I am.
Are there women in the tech industry who inspire you?
Definitely! I have worked with many women internally and externally that I have enjoyed collaborating with and learning from. At Best Buy, this number has grown a lot over my years here and I am truly impressed by so many of my female colleagues. Jennifer Barr, Category Officer at Best Buy, is someone whose footsteps I have tried to follow, and someone I have so much respect for.
What are some of the misconceptions/myths about women working in the technology space that you’d like to dispel?
That we shouldn’t show emotion or that it is negative to be empathetic. We are all human and have families and life outside of work. Be open and honest with your team no matter the industry and you will be surprised with how positively some of your work relationships will grow.
What’s one thing you wish was done differently in the industry, and why?
When I first started, there were very few opportunities for mentorship available to me and this is something we are changing internally and hopefully in the industry as a whole. I learned a lot on my own through trial and error, and it would have been beneficial to have a more experienced female colleague to bounce ideas off of. I love mentoring new, talented women and listening to their ideas, talking through them, and providing guidance. I want to be a resource to these young women that I didn’t have when I started out.
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 simply another innovation in tech. It is important to be thoughtful with how we use it early on, but you have to also be open to where it can take us. There are so many applications for AI that are very exciting, like research and development, streamlining programs, or simply as an everyday tool for our customers. I am excited to see where it goes, and I hope there are many women jumping into the industry to help shape where this technology takes us.
Are you optimistic for the future in general and for the industry?
100%! What I love about retail and tech retail specifically, is how much it changes. Technology will always advance. New devices are around every corner. It is so exciting to be at the front watching innovation happen and be involved in launching it for our customers.
I have launched countless products in my almost 19 years at Best Buy, and whether it is as simple as a colour variation or brand-new technology, it is always exciting.