This Women’s History Month, we’re shining a light on the incredible women who make up a big part of our senior leadership at SuperAwesome, including Fade Chuck, our Global Ad Products Operations Lead. We are committed to a diverse workforce; however, the wider Tech industry still lags behind – according to a recent study by the Women Tech Network, women make up only 35% of the workforce, while the FTSE 100 has more CEOs named Andrew and Simon than female CEOs.
We sat down with Fade to talk about her role at SuperAwesome, the challenges she has faced as a female leader, and how she is advocating for the next generation. Fade has been with us for over 8 years and has been key in shaping the pathway of our Ad Products.
What inspired you to pursue a career in AdTech?
I studied mathematics at university, and like most of my classmates, the “expected” path was finance or banking but I just couldn’t see myself in that world. Culture was already so important to me, and I knew I wouldn’t thrive in an environment that didn’t feel aligned.
A good friend of mine had started at InMobi as an Account Manager and every time we spoke, he’d talk about his job and the industry with this real excitement and passion. It was contagious.
What drew me in was how current the space was. Everything was digital, everything was data-driven, and it felt like an industry with real momentum. I liked the idea of building a career in a space that was growing and evolving. As I could see myself in it long-term, it felt like a space where I could carve my own path, rather than follow one that was already laid out for me.
Have there been people who advocated for or sponsored you in your career? How did they impact your journey?
A lot of women will credit other women for lifting them up, and that’s completely valid and great. But honestly, I’ve been fortunate to work with some brilliant men who understood that the onus of building up women isn’t just on women.
They made sure I knew I deserved to be in the room and they treated me like a peer, even when I was younger or still learning. They challenged me, pushed me, and gave me opportunities before I felt “ready.” I’ve had managers come in to manage me, then turn around and tell me it should be my role instead. That kind of belief (especially when it’s said out loud) has meant more to me than they’ll ever know.
It reminded me how important it is to say the thing when you think it. if you believe in someone, tell them because you never know how much they need to hear it.
What are some challenges you have faced as a female leader, and how do you overcome them?
There have definitely been times I’ve felt unheard, or like I had to perform a version of leadership that wasn’t really me just to be taken seriously. You start to feel like unless you show up in a certain way (usually louder, sharper, more aggressive) you won’t get the same level of respect.
I went through a phase where I felt like I had to speak in meetings, even if it was just one small point, just to prove I was there and just to not disappear under louder male voices.
That constant effort to be seen and heard is draining and it took me some time to understand that I didn’t need to change who I was to be a leader – I just needed to be in spaces where leadership was allowed to look different.
Now, I try to help create spaces where things can be different for others too because we all need to actively create the kind of environments we want to exist. Ones where all voices are genuinely valued, not just heard out of politeness. That means listening differently, giving space, and encouraging women (and others) to contribute in ways that feel authentic to them, not forced.
How do you pay it forward to the next generation of female leaders? What advice or mentorship do you provide?
When Mark Cooper took a chance on me all those years ago, I made it a personal goal to help more women (especially those who look like me) find their way and build careers in this space. Unfortunately, not everyone will be lucky enough to come across a “Coops” so if I can be that person for someone else, even just a little, then I’m doing something right and meaningful.
To the next generation of female leaders, I’d say this: there are other ways to lead than what we’ve seen or been taught. If we want things to change, we have to show up fully as ourselves and lead in our own way.
You’re where you are for so many reasons—your talent, your instincts, your perspective so don’t let anyone make you question that, not even for a second. Leadership isn’t a one-size-fits-all approach. Sometimes the most powerful thing you can do is lead your way, not the expected way.
Finally, do you have any words of advice you would like to share with young women aspiring to become leaders in their respective fields?
Find people who will advocate for you and desire to be the kind of leader who advocates for others as it makes all the difference.
Ask questions, stay curious, and don’t be afraid to speak up even when your voice shakes (the shaking is ALWAYS more obvious in your own head anyway) . Some of the most important things I’ve ever said, I said while doubting myself so say them anyway.
And most of all PROTECT YOUR ENERGY. You can’t lead others if you’re constantly trying to prove your worth. You already belong so believe it and then go make space for someone else to believe they do too.
Oh and take some professional headshots!
