In the dynamic world of technology, few professionals stand out as brightly as Soraya Tavakol. With a multifaceted career that spans roles in Go-To-Market (GTM) strategy at Amazon Web Services (AWS), a certification in PMI-ACP, and a passionate involvement as a Code First Girls Ambassador, Soraya's story is nothing short of inspiring. As a dedicated #IAmRemarkable facilitator, she empowers others to recognise their own achievements, while her love for travel adds a unique dimension to her professional and personal life.
1. How has your multicultural background influenced your approach to mentorship and advocacy
for underrepresented groups in tech?
It has a huge influence, my multicultural background has profoundly shaped my approach to
mentorship and advocacy in tech. Growing up with a blend of ethnicities and backgrounds, I often
felt I didn’t fit into one social group or norm, which has given me a unique perspective on identity
and belonging. Instead of feeling constrained by labels, I've embraced the freedom to define myself
on my terms. I extend this philosophy to my mentorship, encouraging underrepresented individuals
to break free from stereotypes and pursue their own paths to success. I believe in challenging
preconceived notions and amplifying the voices of those often overlooked in the industry. My focus
is on empowering others to share their stories and experiences, ensuring that diverse perspectives
are celebrated and valued.
2. As a Code First Girls Ambassador and #IAmRemarkable facilitator, what strategies do you
employ to empower women and minorities in the tech industry?
As a Code First Girls Ambassador and #IAmRemarkable facilitator, my focus is on empowering
women and minorities in the tech industry by helping them cultivate the confidence to self-promote
authentically. In #IAmRemarkable workshops, we challenge the notion that self-promotion is
synonymous with bragging, instead guiding participants to embrace their achievements and share
them in a way that feels genuine to them. I believe that self-promotion is a crucial tool for opening
doors to opportunities, allowing individuals to advocate for themselves effectively. However,
authenticity is paramount. I emphasise that self-promotion should align with ones values and
personality, whether it's sharing accomplishments with a close-knit group or publicly on social
media. Authenticity resonates deeply with others, as research shows our ability to detect it is
remarkably sharp. In a study they found that people could discern the difference between friends
laughing together and strangers attempting to laugh together with 92% accuracy in just half a
second. Helping individuals find their authentic voice in self-promotion is challenging but immensely
rewarding. It's about empowering them to navigate the industry with confidence and integrity
3. Can you share a specific success story from your experience mentoring young female talent in
tech?
I had the privilege of mentoring a young woman last year who initially sought guidance on achieving
a promotion in her current role. However, as our sessions progressed over six months, it became
clear that her dissatisfaction ran deeper than her position. Through open dialogue and reflection, we
discovered that her true aspirations lay in moving to a bigger city with more diverse career
opportunities, rather than simply advancing within her current company. By shifting our focus
towards her long-term happiness and career fulfilment, we worked together to outline a strategy for
achieving this goal. At the end of our mentoring journey, she successfully landed a role in her dream
city that aligned with her passions and brought her genuine joy.
While we didn't achieve the original objective of a promotion, this experience underscored the
importance of introspection and clarity in defining success. It's not just about reaching predefined
milestones, but about understanding what truly brings fulfilment and pursuing it wholeheartedly.
This success story encapsulates what I find most rewarding about mentoring: the opportunity to
delve deep into someones aspirations, uncovering hidden barriers, and guiding them towards a path
that aligns with their authentic self.
4. How do you balance your professional role as a Go-to-Market Program Manager at AWS with
your advocacy work for inclusion and diversity?
Balancing my role as a Go-to-Market Program Manager at AWS with my advocacy work for inclusion
and diversity requires strategic prioritisation, meticulous planning, and organisational efficiency.
Firstly, prioritisation is essential. I identify the key projects and initiatives that i'm most passionate
about and align them with my core values and goals. This helps me focus my time and energy where
it matters most, especially during busy periods. Secondly, planning ahead is crucial for optimising my
time effectively. I set monthly goals and plan my weekly calendar to ensure I stay on track with my
commitments. For instance, I schedule my weekly LinkedIn posts in advance, allowing me to
maintain a consistent presence without feeling overwhelmed. Lastly, staying organised is key to
managing multiple projects seamlessly. I utilise various organisational tools such as 'Calendly' to
streamline scheduling for mentoring sessions, integrating it with my calendar and providing meeting
links automatically. Additionally, I maintain a structured OneNote template for mentoring
relationships, setting clear expectations and guidelines for each session. By implementing these
strategies, i'm able to balance my professional responsibilities with my advocacy work effectively,
ensuring that I make meaningful contributions to both domains while maintaining my well-being.
5. What advice do you have for individuals looking to build robust frameworks and strategies for
early-adoption projects/initiatives in the tech sector?
For individuals seeking to develop robust frameworks and strategies for early-adoption projects in
the tech sector, I offer five key lessons distilled from my seven years of experience (you can read
more about it on my LinkedIn):
Lesson 1: Define a Clear Vision and Priorities
A clear vision and defined priorities are foundational for program success. I advocate for a succinct
vision statement and three clear priorities for each program or project.
Lesson 2: Embrace Key Performance Indicators (KPIs)
Whether quantitative or qualitative, KPIs provide clarity, enable course corrections, and bolster
team morale. While KPIs should align with program priorities, it's crucial to maintain focus by
limiting their number (I usually aim for 1-2 KPIs per priority).
Lesson 3: Secure Sponsorship and Leadership Support
Effective sponsorship from organisational leaders is indispensable for program success. A sponsor in
a program is someone who isn’t directly involved in the day-to-day of delivering the program vision
and goals, but has a vested interest in its outcome.
Lesson 4: Balance Documentation with Agility
This takes inspiration from the Agile Manifesto of Software Development, where one of the guiding
principles is ‘Working software over comprehensive documentation’. While documentation is
essential, agility is paramount in navigating dynamic environments.
Lesson 5: Recognise When to Quit
Knowing when to pivot or quit a project is a mark of strategic acumen, not failure. Sometimes,
despite our best efforts, external factors render certain endeavours nonviable. Accepting this reality
and reallocating resources accordingly fosters resilience and sets the stage for future opportunities.
6. With your extensive sales experience, what key lessons have you learned about consistently
achieving and exceeding targets?
People tend to think that sales people who are constantly achieving and exceeding targets are great
talkers and very charming. In my experience that is not the case. In my extensive sales experience, i've found that consistently achieving and exceeding targets requires more than just charm and
eloquence.
The most successful sales professionals prioritise three key elements: process, resilience,
and adaptability.
Firstly, a rigorous and disciplined process is essential. This includes setting clear targets and
deadlines for every stage of the sales cycle, from prospecting to follow-up. Trusting and adhering to
this process is crucial for generating consistent results. Those who rely on luck or scatter their efforts
haphazardly are unlikely to achieve sustained success. Secondly, resilience is paramount in the face
of rejection. The best sales people don't let a no deter them; instead, they view it as an opportunity
to learn and improve. Maintaining a positive attitude and persistence in the face of setbacks is key to
overcoming obstacles and ultimately closing deals.
Lastly, adaptability is essential in an ever-evolving landscape. What worked yesterday may not work
tomorrow. Successful sales professionals stay abreast of market trends and changes, constantly
adjusting their approach to match shifting dynamics. For example, while cold calling may have been
effective in the past, todays buyers respond better to personalised outreach and engagement
strategies. Adapting to these changes can be challenging, but it's necessary for sustained success in
sales. By prioritising process, resilience, and adaptability, sales professionals can consistently achieve
and exceed targets even in the most competitive environments.
7. How do you navigate cultural differences and adapt your approach when working with
customers from diverse backgrounds in various sectors?
Growing up in a multicultural household and living abroad, I learned early on the importance of
interacting with people from diverse backgrounds and languages. My upbringing exposed me to
various cultures and languages, from Swedish at home to English in school, and Spanish with friends.
This experience instilled in me a natural ability to adapt to different environments and communicate
effectively across cultures. Navigating cultural differences in professional settings often involves a
concept known as code-switching, which can manifest in language-based or culture-based
adaptations. While code-switching can help individuals assimilate into different cultural contexts, it's
essential to balance its benefits with the preservation of authenticity. You can read more about how
I use and feel about code-switching here.
8. What inspired your passion for travel and exploration, and how has it shaped your perspective
on global citizenship?
My love for travel and exploration stems from my upbringing, marked by constant relocation and
adaptability to new environments. Having called ten different places home, i've developed a sense
of being a global citizen, feeling at ease and capable of settling anywhere I find myself. This nomadic
lifestyle has instilled in me a curiosity about the world and a perpetual sense of wanderlust. Travel,
for me, is not just about escapism or leisure; it's a means of broadening my horizons and enriching
my perspective on global citizenship. Last year alone, I had the privilege of visiting 16 countries,
some included Latvia, Cyprus, Madeira (Portugal), Estonia, and Turkey. Beyond the superficial
pleasures of travel—the new flavours, sights, and sounds—it has deepened my appreciation for the
diversity and beauty of our planet. Experiencing different cultures first-hand has taught me the value
of empathy, humility, and open-mindedness, essential qualities for fostering meaningful connections
with people from all walks of life.
Moreover, travel serves as a respite from the monotony of everyday life, offering moments of
serenity and inspiration amidst the hustle and bustle. Whether marvelling at architectural wonders
or immersing myself in natural landscapes, each journey reaffirms my belief in the transformative
power of exploration. In essence, my passion for travel has not only shaped my personal experiences
but also enriched my understanding of global citizenship. It's a constant reminder that, despite our differences, we share a common humanity and a shared responsibility to cherish and preserve the
beauty of our world.
9. Could you share a memorable experience from one of the countries you’ve lived in that had a
profound impact on your personal or professional life?
My experience in Dublin was a transformative journey filled with challenges and growth. Despite
initial feelings of uncertainty and isolation, my time in the city taught me resilience and self-reliance.
Navigating the complexities of relocating to a new country and starting a demanding corporate job
tested my limits, but ultimately helped me discover a newfound strength within myself. Dublin's
vibrant tech scene and welcoming culture provided the perfect backdrop for my professional
development. I found myself surrounded by ambitious individuals eager to excel in the industry, and
the city's lively pub culture offered ample opportunities to forge meaningful connections and build a
supportive network. Reflecting on my time in Dublin, i'm grateful for the transformative experiences
and valuable lessons learned. It reaffirmed my belief in the importance of taking risks, seising
opportunities, and embracing the unknown. For anyone considering a career in the tech sector, I
wholeheartedly recommend Dublin as a starting point for personal and professional growth.
10. How do you envision the future of tech in terms of diversity, inclusion, and global
collaboration, and what role do you hope to play in shaping it?
In today's rapidly evolving technological landscape, the increasing prominence of Artificial
Intelligence (AI) and Machine Learning (ML) is reshaping industries and everyday life. While the
potential of AI and ML is immense, there are concerns about the impact on diversity, equity,
inclusion, and belonging (DEIB). There's a risk that AI might perpetuate biases and limit perspectives
if not developed and deployed thoughtfully. However, I remain hopeful that the essence of human
emotion and creativity will continue to distinguish us from AI and ML. It's imperative that the teams
driving technological advancements embrace diversity and inclusivity, ensuring that a wide range of
perspectives are represented in the development process. We have seen how teams who are more
diverse and inclusive on average see a 14% higher revenue from innovation (enhanced or new
products), underscoring the importance of DEIB in the tech sector.
As a proponent of diversity and inclusion, I aspire to play a role in fostering a more inclusive tech
industry. By amplifying the voices of underrepresented talent and leveraging my network to connect
them with opportunities, I aim to contribute to a future where diversity is celebrated and embraced
in all aspects of technology development and implementation. Ultimately, I believe that by
harnessing the collective wisdom and perspectives of diverse teams, we can create technology that
not only advances innovation but also reflects the needs and values of society as a whole.
Connect with Soraya Tavakol
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