Leading the Charge: Women Driving Change in a Global Tech Startup

The tech industry has long been dominated by men, but the landscape is shifting. Women continue to step into leadership roles and drive innovation, proving that success in any industry is about skill, vision, and determination — not gender. At Air Doctor, the women in leadership are actively redefining what leadership looks like in a fast-paced, technology-driven world.

This International Women’s Day, these inspiring women share insights and advice to encourage the next generation of female leaders to step forward confidently.

Carving a Path in Tech

Finding success in the tech industry requires courage, adaptability, and self-belief. With that in mind, here’s what Air Doctor’s management had to say about navigating the industry with confidence:

Ilana Fletcher, SVP Strategic Partnerships & Sales:

“Trust your gut — I truly believe that your instincts are the most powerful guide, especially in fast-moving industries like tech. Don’t be intimidated by the technology; you don’t need to know everything from day one, and learning is part of the journey. Most importantly, embrace the confidence to admit when you don’t know something. In my opinion true leadership isn’t about having all the answers, but about building trust with the people you meet and work with.”

Yifat Ben Yehuda, CPO: 

“Women are just as capable as men, and success in tech or leadership isn’t about gender — it’s about skill, efficiency, and impact. Given the many roles women often juggle, being highly effective with time and priorities is key. Focus on delivering results, and don’t hesitate to take up space where you belong.”

Efrat Marmur, VP Marketing: 

“Believe in your abilities and continuously develop your skills. Be focused and know your strengths. If you understand your value and what you can bring to the organization, it doesn’t matter which industry you aim for.”

Dana Levy, VP Account Management & Growth: 

“Own your seat at the table. Confidence is just as crucial as competence. Don’t wait for permission – speak up, ask for opportunities, and take on challenges that push you outside your comfort zone.”

Yaara Guetta-Weidberg, Product Team Lead:

“I found it helpful to build my expertise by staying curious, experimenting, and learning from those around me. It’s especially relevant in tech. Formal qualifications do not carry a lot of weight in tech. Your actions and track record will eventually set you apart. Start showing up as the professional you aspire to be, and people will treat you like one.”

Chana Blinder, QA Team Leader:

“Don’t wait for permission — take the lead. The tech industry moves fast, and the best way to grow is to stay curious, take initiative, and put yourself out there. Leadership isn’t about having a specific title; it’s about owning your work, speaking up, and driving change. Build strong relationships, find mentors, and step into challenges, even if you feel like you’re not 100% ready.”

Overcoming Challenges

Whether it’s overcoming bias, finding balance, or proving their worth, the road to success is rarely without obstacles for women. The team at Air Doctor have all faced their share of challenges. Here’s what they had to say:

Efrat Sagi-Ofir, Co-Founder & CRO:

“I realized that while only I can read my child a bedtime story, anyone can do the laundry. Learning to prioritize what truly matters and delegate tasks at home helped me focus on my career without guilt. Accepting help and setting boundaries allowed me to be both a present parent and a dedicated professional.”

Ilana Fletcher:

“Early on in my career I hesitated to speak up, questioning whether I had the right to take up space, and feeling uncertain about the value I would add. But I learned that confidence isn’t about knowing everything — it’s about trusting that I bring value and being willing to ask the tough questions. I overcame this by shifting my mindset: instead of trying to prove I belonged, I focused on contributing in a way that made others see it for themselves.”

Yifat Ben Yehuda:

“One ongoing challenge is how assertiveness in women is often perceived as aggressiveness. Early on, I realized that the same directness and decisiveness that are valued in male leaders can sometimes be judged differently when coming from a woman. Over time, I learned to navigate this by staying confident in my approach while ensuring my communication style is clear and intentional.”

Efrat Marmur:

“I have encountered situations where my contributions were overlooked, and I had to prove my competence repeatedly. Overcoming this involved building a strong team, consistently demonstrating my skills, and advocating for myself with confidence.”

Aviva Friedman, VP Finance:

“There’s often an unspoken pressure to ‘do it all’ — excel at work while managing personal and family responsibilities. It took me many years to find the right balance in my specific family situation and to understand that the answer isn’t always that work wins out. I’ve learned that while it’s best to set clear boundaries for when the work day ends, enjoy family time, and then if needed, open the computer up again later at night to handle important things.”

Chana Blinder:

“One of the biggest challenges I faced was proving my expertise in a male-dominated environment. I’ve often been in situations where my ideas weren’t immediately recognized at the same level as my male counterparts. Instead of letting it discourage me, I focused on delivering results and making sure my work spoke for itself.”

Breaking Stereotypes

Women are leading, innovating — and making history. Yet, outdated beliefs still linger. The women of Air Doctor share truths that should be heard.

Efrat Marmur:

“I wish more people recognized that women in tech are equal to men and bring diverse perspectives and innovative problem-solving approaches that drive progress. Their contributions extend beyond technical expertise to fostering inclusive and collaborative work environments.”

Yaara Guetta-Weidberg:

“Women in tech, sciences, and leadership aren’t unicorns. We’re already shaping breakthrough products, research, and businesses. I see daily the incredible impact women leaders have in product development, venture capital, and more. As women, the faster we move beyond outdated beliefs, the quicker we’ll see a healthy mix of genders in executive roles and boardrooms. You, as you are starting your career and hoping to take this path, step up with confidence — you’re needed more than ever, and you belong.”

Chana Blinder:

“There’s absolutely no reason why more women shouldn’t be in any industry. Every time I go to a tech meetup, I look around and see a huge imbalance — far more men than women in the room. And every time, I ask myself: why? There is no reason any woman can’t be in tech. The skills, the opportunities, the potential — it’s all there. The only thing missing is more women believing they belong here.

We need to break the mindset that tech is for men. It’s for anyone who is curious, driven, and willing to learn. Believe it’s for you, step into it, and you’ll get there.”

Advice on Accelerating Action

Jenny Cohen Derfler, Co-Founder & CEO:

“To accelerate action on gender equality in the tech sector, it is essential to ensure equal compensation for equal contribution. Today, women in the same positions and grades as men are often paid less. Women and men in executive roles have the power to advocate for equity by demanding balanced distributions in promotions and salary increases.”

Yifat Ben Yehuda:

“True equality in tech means focusing on talent rather than stereotypes. Organizations should foster a culture where skills and contributions determine who advances. Encouraging efficiency, confidence, and sharp decision-making — regardless of gender — will lead to a fairer and more successful industry.”

Taking Decisive Action

The women of Air Doctor share the pivotal moments where they stepped up, took risks, and reshaped their careers.

Efrat Sagi-Ofir:

“When I decided to join the other co-founders of Air Doctor, I believed in the idea and followed it with determination. Stepping into the unknown was a challenge, but I took decisive action, trusting my instincts and the vision we shared. This experience shaped my career by reinforcing the importance of conviction, resilience, and the courage to take risks. It taught me that believing in an idea and committing to it fully can lead to meaningful impact and success.”

Efrat Marmur:

“There was a time when I led a project under significant pressure and faced resistance from peers; I took decisive action by communicating clearly and rallying my team around a shared vision. This experience not only built my confidence but also refined my leadership skills, ultimately shaping a more resilient and strategic approach to challenges.”

Dana Levy:

“At one point, I was managing a call centre business unit where the client was losing confidence in our service. Instead of staying reactive, I took ownership — engaging directly with their leadership, restructuring our approach, and setting clear success metrics. This not only salvaged the partnership but strengthened our long-term relationship.”

Inspiring the Next Generation of Women in Tech

Leadership isn’t just about opportunity — it’s about action. Air Doctor’s management shares what they’ve learned to inspire and empower the next generation of female leaders. 

Efrat Sagi-Ofir:

“To the next generation of women aspiring to enter tech and leadership roles:

Be brave, follow your dreams, and stay focused. If you ever feel uncertain, don’t hesitate to seek advice — learning from others can be a powerful tool for growth. Believe in yourself, take up space, and embrace every challenge as an opportunity. Your leadership and ideas can shape the future!” 

Efrat Marmur:

“To the next generation, I’d say trust your skills, take risks, and view challenges as opportunities to grow. Build a supportive network, remain curious, and always remember that your unique perspective is a powerful asset in tech and leadership.”

Dana Levy:

“Success is not just about reaching the top but about making the journey easier for those who come after you.”

Aviva Friedman:

“Learn from setbacks and never let imposter syndrome hold you back. You belong here.”

Chana Blinder:

“Tech is not a “male” industry — it’s a space for anyone who has passion, curiosity, and the drive to learn. The biggest thing that holds women back isn’t a lack of ability — it’s the belief that they don’t fit in. But the truth is, there is no reason why more women shouldn’t be here.

So if you’re thinking about getting into tech or stepping into leadership, go for it. Surround yourself with people who support your growth, take on challenges that push you forward, and most importantly, believe that you deserve to be here — because you do.”

It’s clear that the journey towards a truly inclusive tech industry is far from over, but with leaders like these women at the forefront, progress is undeniable. Their stories serve as proof of progress and a call for continued action. By leading with confidence, supporting others, and challenging outdated stereotypes, these women aren’t just shaping the future of tech; they’re proving that an inclusive industry is unstoppable.