The latest candidate in our series of Q&As with influential women in the technology business is Maria Xenos, Connected Services Marketing Manager, Ford of Canada.
Name: Maria Xenos
Job Title & Company: Connected Services Marketing Manager, Ford of Canada
Years in the Industry: 10 Years
The Quote That Most Inspires You: “Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young.” (– Henry Ford)
What drew you to a career in the consumer and/or business technology industry?
For me, it was never necessarily about the industry, it was about finding somewhere I can evolve as a professional and learn from different areas of the business. When I was a student, I loved every single one of my classes…even accounting! And so, I knew from that experience that I needed to find work where stagnancy was non-existent.
Have you encountered any roadblocks along the way that were related to your gender?
If I did, I don’t think I ever let it stop me. I have been primed to work in an environment where the odds are against you. I come from a traditional, Greek-immigrant family where some members had very strong beliefs in the stereotypical role a woman and a man play in life. Despite that, I was the only one of my siblings (I have two brothers) who graduated from university.
I grew up working in the restaurant industry and now here I am working in automotive. And I feel that I have continued to challenge and defy expectations along the way.
What unique characteristics or perspective do you feel you bring to your organization as a woman?
As a woman, and now as a mom, I always make the effort to advocate for those who are not in the room. It is easy to get caught up in numbers and internal objectives. But at the end of the day, it’s our customers and how our vehicles can support them in their busy lives that matters most. I make sure to bring that perspective in everything we do.
Internally, we have great resources, such as our Women at Ford group aimed at supporting female colleagues in their career development. I also make it a point to represent the voices of younger women in the organization that do not yet have the confidence to speak up for themselves on what they deserve in their career. I am always there to listen and provide advice as needed. I had very strong female role models when I started my career, and I want to be able to do the same for the next generation.
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?
As a baseline, awareness is key. Perhaps more women would consider careers in STEM if they saw themselves through others in that space. I would say lead by example and showcase your female talent in universities and even high schools.
Young girls need to hear directly from a role model on what success can look like in the tech industry, so it can help at least make it a consideration in the future.
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?
You may have to go that extra step to prove yourself, but it is more fulfilling when you do.
Are there women in the tech industry who inspire you?
Any woman making a name for themselves in this highly competitive environment is impressive to me!
What are some of the misconceptions/myths about women working in the technology space that you’d like to dispel?
A common misconception is that women are not experts when it comes to vehicles, or don’t understand them as well as men. In reality, whether in tech or automotive, working in the industry doesn’t mean you need to be an expert on every technical detail to be a leader in your field. While I may not know everything about the mechanics of a vehicle (because I’m not a technician), I can still develop a thorough and successful go-to-market launch strategy for a vehicle or connected service by knowing how it brings value to Canadians.
I think the fact that Ford of Canada has many women in leadership roles, including our President and CEO Beverly Goodman, is a strong example of how this misconception simply doesn’t reflect reality.
What’s one thing you wish was done differently in the industry, and why?
One thing I’d like to see more of in the industry is a faster embrace of new technologies and digital innovation. Automotive has traditionally focused on vehicle and parts sales, but the future is much broader as vehicles continue to evolve. We’re already seeing this with Ford and Lincoln vehicles that increasingly integrate technology, connected services, and features that enhance everyday life.
For example, Ford’s Connectivity Package enables in-vehicle Wi-Fi that can power up to 10 devices and offers “gaming on the go” through the Arcade Sports Collection, features that can make long family road trips more enjoyable. On the Lincoln side, Rejuvenate creates a tranquil, multi-sensory spa-like experience inside the vehicle. As customers spend so much time in their vehicles, expectations are high, and it’s essential that we continue evolving to meet them.
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 believe AI can help create efficiencies in our day-to-day work, particularly when it comes to routine administrative tasks. By automating some of those processes, it frees up more time to focus on strategic thinking, creativity, and initiatives that drive real impact. It’s so important that everyone, including women in the industry, stays curious and continues to build familiarity with emerging technologies so we can fully take advantage of the opportunities they create.
Are you optimistic for the future in general and for the industry?
Yes, I’m very optimistic about the future of the industry. We’ve made meaningful progress, but there is always room for continued growth. It’s important that we keep building environments where women are not only attracted to the industry but also supported and set up to thrive throughout their careers.