Daria BelovaDaria Belova is Marketing & PR Director at HypeFactory Influencer Marketing. She has worked in the industry for more than 15 years and has brought her expertise to a wide range of international brands.

I have a strong passion for marketing and brand building. Previously, l’ve worked with Nestle, in the Eastern Region, for more than 10 years. At the time, I focused on brand growth and digital transformation of the marketing functions. In 2022, I joined the global influencer marketing agency, HypeFactory, where I am responsible for the agency’s brand development. Being at the forefront of the industry, HypeFactory utilises advanced AI technology to create highly effective marketing campaigns and to identify top-performing influencers, internationally.

Did you ever sit down and plan your career?

Not really, it was more spontaneous. My key motivation is driving business results. I am inspired by challenging tasks, love to create turnaround, and guide brands through challenges they face. By tackling challenging tasks, I was able to advance in my career in a field where technology takes centre stage.

Have you faced any career challenges along the way and how did you overcome these?

As a marketer, I have faced common challenges such as imposter syndrome and doubts about my abilities. However, I have worked diligently to improve my skills, learn from others, and take responsibility for my mistakes. Perfecting any craft takes time and dedication, I understand that professional growth cannot be achieved alone and I am grateful for the support of my team, mentors, and supervisors who have helped me navigate my journey as an industry professional.

What has been your biggest career achievement to date?

I have accomplished several projects that I am proud of, such as the launch of a D2C e-commerce store, aimed at parents utilising a CRM platform, and the successful development and implementation of a turnaround plan for a large international brand, resulting in profitable growth. Currently, I am focusing on building awareness around HypeFactory’s unique expertise in delivering high-performing influencer marketing campaigns – driven by the lates AI technologies for Marketing and Communications. My objective for this is that more clients start executing efficient activations with digital creators.

What one thing do you believe has been a major factor in you achieving success? 

I believe that achieving success is a combination of hard work and a little luck. I am committed to going above and beyond, as I believe that results come to those who remain dedicated, persistent, and resilient. Not to mention agile and flexible.  Additionally, being in the right place at the right time is key. Never underestimate the power of luck.

What top tips would you give to an individual who is trying to excel in their career in technology?

Keep learning. Be curious and open minded.  Don’t worry if you don’t know something. It is important to ask for help, support, and expertise. Having a mentor who believes in you and supports your vision can take you far – be sure to surround yourself with people from the industry who want to see you succeed and achieve, make use of your network for support. Be ready to learn from others and be equally ready to share your knowledge with those who need it. Sharing with your community is the true key to success.

What barriers for success do women working in tech face and how can they be overcome?

There are a lot of general biases regarding the role of women in society and where we can work or what roles we can take. Generally, I see that women have to work harder to prove their place in an organisation. A recent report from McKinsey about women in the workplace shows that women are still under-represented in the C-suite, despite some progress in percentage. Plus, women leaders are overworked and under-recognised. This is very much connected to traditional household labour, which is almost like the second working shift for the majority of women. To overcome these barriers, companies should work on revealing unconscious biases that are connected to women’s role in the tech industry. I am happy to see that in my current company, HypeFactory, there are a lot of women who build their careers and actually influence the Influencer Marketing landscape.

What can companies do to support the progress of women working in tech?

First, companies should work on removing biases at the recruitment stage and performance evaluation stages. Second, caring leadership culture can help to support women at the workplace. Third, lead with example principles – women should support other women and demonstrate, through their career path and attitude, that a career in tech for women is open and welcoming.

How can we accelerate the pace of change for women in the industry?

Make women around the world believe that they actually can have a successful career in any field they dream of. Tech is no exception. Improving educational support to women who want to pursue a career in tech is the foundation to start at. Academic institutions should take responsibility to encourage women to unlock careers across Tech Development and Sciences.

What resources do you recommend for women working in tech?

Depends on the tech industry. I think that conferences are good for networking and learning from each other (ex. Pocket Gamer Connects which are available around the world). I also learn a lot from industry experts on LinkedIn – discover podcasts and webinars on the topics which I need to leverage at some point of my career.