All for One Customer Experience (All for One CX) is part of the All For One Group, which is a founding member of the United VARs. All For One CX stands out in the tech industry. Not only for its customer experience (CX) solutions and services, but also for its commitment to supporting ‘women in tech’.

In the broader tech industry, according to Statista, women make up an estimated 26-33% of the workforce, and 14% of the leadership. At All For One CX, women make up 41% of its workforce and occupy 26% of the leadership roles.

All For One CX’s WOMEN IN TECH initiative aims to empower women in their careers across the All For One Group, and its wider community of partners and customers, by sharing their experiences. To find out more about the initiative, read our previous articles, Breaking Barriers, Building Futures and How Flexible Working Policies Empower Women in Tech.

In this article, two of All For One’s female directors share their views on how important the mindset of leadership and management is. Enabling them to foster an inclusive, supportive company culture in which ‘women in tech’ can thrive.

Shereen Halal: Regional Director, Head of Customer Experience at All for One Egypt

As the head of the CX team at All For On Egypt, Shereen is involved in hiring and onboarding staff and managing their personal development plans. She has been a ‘woman in tech’ since graduating in 2007 when she joined the customer experience technology company, POET Egypt, which became All For One Egypt, part of All For One CX, in May 2002.

Shereen describes a prevailing mindset that can exist in some organizations, "Women can be perceived as less capable than men. Men can be seen as more powerful, and more committed to their work. They can be seen as the natural leaders, and as women, they may be expected to simply follow their plans—not be the ones to make the plans."

From Stigma to Strength

Shereen recounts how women returning from maternity leave can be seen differently in some organizations. She says, "Companies can have some flexible working policies in place, but without the right mindset from the leadership team, policies alone aren't enough to support diversity within an organization. The assumption can be that once a woman has a baby, her priorities will always be elsewhere. If they need some flexibility, to change something due to family responsibilities, the general attitude can be that asking for flexibility is proof that they can't do their jobs as effectively as they could before.

"As you can imagine, companies can lose a lot of talented women over the years. Once they take maternity leave, they may feel as though the business has written them off. If they want to return to work, it can be up to them to figure out how. Some organizations don't give them any support to make the transition easier. Thankfully, attitudes are changing and 'women in tech' are being positively encouraged to take advantage of flexible working hours in many organizations. They know that they won't be judged for doing so or seen as failing somehow."

Embracing Diversity

Shereen recognizes that a positive, inclusive culture starts with the mindset of its leaders. The old mindset that saw women's family commitments as a limitation can be replaced with one that sees strength in diversity. Companies are becoming more aware that having a range of people with different backgrounds and perspectives drives creativity and innovation.

Shereen says, "As leaders, we are the example for others to follow. It's very important that we treat everyone with respect and provide support whenever it's needed. Ideally, people shouldn't even need to ask for help because the support is built-in. It's a given.Shereen says, “As leaders, we are the example for others to follow. It’s very important that we treat everyone with respect and provide support whenever it’s needed. Ideally, people shouldn’t even need to ask for help because the support is built-in. It’s a given.

“For example, if there is a woman in your team who has a child, you take that into account. You ask if a meeting at this proposed time works for her or not. You proactively communicate that you are flexible and respect that she may need to suggest an alternative time or arrangement. This is how you get the most out of people and communicate a commitment to accommodating diverse life situations. This proactive approach enhances productivity and cements a culture rooted in inclusivity and mutual respect.”

Maria Caldarelli, Executive Director for Corporate Legal & Integrity at All For One Group

Maria Caldarelli was working on sports law for a legal firm when she was inspired to apply for a legal role at All For One Group, the parent company of All For One CX. When Maria joined All For One, she was the only person on the legal team. She now has a diverse, international team of 16 people—approximately two-thirds of whom are women.

Maria says, "Moving from a traditional law firm to a tech company, you immediately notice the stark difference in culture. The job description alone gave me a sense of this shift before I even spoke with any colleagues. It felt more relaxed, less rigid. Law firms tend to be quite strict, while here the openness and the innovative approach was clear, even from the job description.”

The Importance of an Inclusive Mindset

Maria feels fortunate not to have experienced gender-related obstacles at work. She credits her manager, the CFO, and a work culture that prioritizes the quality of one's work over any other criteria.

She says, “Everything really hinges on the management’s mindset because that influences the culture. I personally haven't faced many issues as a ‘woman in tech’. I report directly to the CFO, who doesn't dwell on aspects like your sexuality, religion, or background. He focuses solely on the quality of your work, irrespective of where you're from, who you are, or who you love. For me, as a proud member of the LGBTQIA+ community, that's been a stroke of luck.

“Being treated with fairness and respect transcends all else—regardless of where you're from, your beliefs, or whom you choose to love. This principle is universal, cutting across the rainbow community and all others, advocating for mutual respect and the freedom to be oneself.”

Maria believes this ethos starts at the top, where leaders embody values that encourage diversity and inclusion. She says, “These aren't just abstract values; they're lived experiences. Every day at the All For One Group, I see these principles in action, from the smallest gestures to overarching policies. It's about more than respectful communication. It's about creating a space where everyone can truly be themselves, without fear of judgment. Respecting individuality is our core value.”

Encouraging Women to Join the Tech Industry

Maria is quick to add that, despite an inclusive culture and policies, All For One is still looking to increase its share of ‘women in tech’, “We want to improve on KPIs like the overall percentage of women across the group, women in leadership and attracting new female talent to the organization.”

She advises women considering roles in the technology industry to ignore stereotypes about the kind of person who works in technology. She says, “It’s not full of strange people with strange hairstyles, as my family thought before I joined the company! It’s an exciting and innovative industry. You get to be the first to experience new technologies. What the world will do tomorrow, you will do today. It’s changing all the time so you need to have an agile mindset. Technology is about new ideas and innovation, which encourages open-mindedness. I think it’s more likely that you can find a positive, supportive culture for women in this sector.”

Maria is keen to encourage more women to enter the tech industry. Her advice to succeeding in a male-dominated industry? "It’s simple: stay true to yourself. Be authentic. Forget about crafting elaborate strategies. I once heard a colleague from an international firm advising women to network strategically during lunch breaks, to position themselves among influential people. That's not my stance. Not in the slightest. Instead, focus on your strengths. Do a good job. Have a good attitude. Embrace who you are and your uniqueness. Your mindset shapes your reality.”

Sharing Stories of Women in Tech

By sharing Shereen Halal and Maria Caldarelli’s stories of how All For One Group’s management mindset and company culture can support its women in tech, United VARs hopes to inspire conversations and awareness in its wider communities of partners, vendors, and customers. We would love to feature more ‘women in tech’ stories from our member network. Are you a United VARs member organization that is implementing female-friendly working policies? Ifwould like us to share your inspiring stories, please contact Carol Li, Marketing Manager at United VARs.

About Author

Anna Colette

Freelance B2B Copywriter & Comms Consultant /SaaS/AI/ESG/DE&I


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