May 19, 2020

Interview: Sony Electronics and the rise of women in STEM

Sony Electronics
Women in STEM
7 min
Interview: Sony Electronics and the rise of women in STEM

The world of technology is still largely dominated by men. Almost all statistics (and there are many) point towards low female participation in STEM industries, from educational uptake all the way through to representation at boardroom level.

Take UNESCO Institute for Statistic’s 2017 Women in Science factsheet – globally, it says just 28.8% of the scientific research and development workforce are female, although figures are higher in Central Asia (47.2%), Latin America (44.7%) and Central and Eastern Europe (39.6%).

Further, United Nations research reveals that women who start out in business roles in tech-intensive industries leave for other industries at high rates – 53% of women compared to 31% of men. This in turn leads to an extremely low presence in the boardroom, with IT industries struggling to hit 15% in terms of female representation at the highest leadership levels.


A bleak picture perhaps, but many of the world’s top technology companies are actively seeking to address the divide and drive women in STEM numbers significantly north.

One such industry heavyweight is Sony. In 2016, the percentage of management positions held by women across the tech firm’s global operations stood at 24%, almost double the proportion seen in the 2011 financial year (12.7%). In the US, this figure rises to nearer 36%.

Cheryl Goodman, Head of Corporate Communications for Sony Electronics, is among this 36%. Stationed at the company’s base in San Diego, she is tasked with the formidable challenge of driving a greater understanding of key developments in an ever-changing world of innovation.

“Is it a headache? Yes,” she tells Business Chief. “I think there are a lot of nuances. When you walk into that television aisle I'm sure you look at the TVs and you see new HD, 4K, and all these acronyms and you probably think to yourself, ‘why do I care?’

“So, we have to drive that ‘why you care’, and we have to drive understanding. I figure if I can explain to my mom what all these acronyms mean, and why she should care, then we're at a good spot. So, we try to drive understanding down to the very base level. It all equals quality.”

Goodman is certainly well-qualified and prepared to negotiate the communications conundrum of such rapid advances in technology. Having majored in political science and television media at San Diego State University, she has worked through the rise of web and increase in the number of ways we consume media.

Starting out at San Diego’s KGTV News, she moved to and Lindows before a long stint in PR and marketing at Qualcomm. It was here that Goodman ramped up her involvement in championing the wider ‘women in STEM’ agenda, chiefly through membership and local leadership of Athena, a professional development organization helping women develop careers in STEM industries.

Goodman served as Executive Director for the San Diego branch between January 2016 and August 2017, during which time she doubled the number of technology and life science partnerships and helped break numerous fundraising records. 

“Then I moved to Sony,” she says, “and nine months later, two grey hairs later, I can tell you it is a phenomenal place. It had to be if I was to consider leaving my mission at Athena.”

A big part her decision was the approach to diversity of Sony Electronics President and COO Mike Fasulo. “My boss believes it is tried, true, and proven that diversity is a positive impact for the bottom line,” Goodman adds. “I had just not seen that before. For him it is a business imperative, and that’s why I’m here today to illustrate and support that.”

These beliefs are backed up by action. For three consecutive years Sony Electronics has been named among the best places to work in the Human Rights Campaign Foundation’s Corporate Equality Index, scoring a maximum 100 each time. 

“It's a big acknowledgement,” Goodman says. “This is a very well-respected organization, and in the past 11 years we have had at least a very high 90s ranking. So, while it is the trend for many technology companies to pull together some type of gender agenda to check the box, Sony Electronics has been walking the walk and talking the talk for over a decade.

“Our president even wears the pin on his lapel every single day, and he brings it up at every meeting. It's part of his DNA and it trickles down to the leadership and business as a whole.”

This is no better demonstrated than by Sony’s commitment to the nationwide Women Unlimited Mentoring Program. Designed to build talent management strategies through mentorship, Sony is supporting the participation of more than 70 women from its San Diego base.

Goodman is joined by Julie Wenzel, Senior Manager of Community Relations, who is taking part in a lead program aimed at middle management and above.

She describes her experience to date: “It really provides a great opportunity to not only experience a couple of different mentors from outside organizations at an executive level, but an opportunity to look at your career path, identify areas where you'd like to grow and put together a strategy for getting there. “It's been a very positive experience and is a great chance to meet women from various industries and understand challenges and opportunities regardless of where you work.”

Further still, Sony has become something of a hub in San Diego and Southern California, be it through participation with Athena, sponsoring the YWCA TWIN Awards or holding events for the North County Chamber of Commerce Women’s Week. For the latter, Naomi Tutu, daughter of cleric and human rights activist Desmond Tutu, recently addressed an audience at Sony Electronics.

“Sony headquarters becomes the hub for best practices and methods for women to live their fullest mission, wherever they are, whether that's in Sony Electronics or down the street in a competitor's company,” Goodman explains. “We like to hold the conversation, we like to curate the conversation.”

Goodman is also keen to stress how Sony’s own products can be molded by and contribute to that conversation. She cites Koov, an all-in-one coding, robotics and design kit that combines digital coding with physical building to teach the next generation of problem solvers and innovators. Launched in February, it is targeted at children as young as eight years old. “We don't target necessarily girls or boys,” Goodman adds. “We are targeting coding as a skill, something the nation needs.”

Indeed, 4.4mn computer and IT jobs will exist in the USA alone by 2024, according to the country’s Bureau of Labor and Statistics. An added complication, revealed by a World Economic Forum report, is that 65% of children entering primary school today will work in jobs that do not yet exist.

However, while uncertainty remains as to the future makeup of the workforce, Goodman is full of advice for women seeking to develop careers in STEM today.

“Number one is that your contribution level is more important than the color of your skin or your gender,” she insists. “Bottom line is the value that you add to the organization. When we hire we are looking for people to solve the problem with the skills that they have, regardless of what they look like or what gender they are. So, it is about quality, it is about skill, and it is about contribution.

“If you experience any pushback in your career, I would challenge you to find mentors. Find successful women in your realm to partner with and help navigate your path. I would also recommend joining an organization, whether it's an organization for your industry at large, or a women's organization in your local chapter.”

Goodman’s final piece of advice is to find a mentor in a top leadership position, which in many cases, she says, will be male. “Find someone in leadership that you trust to ask what the key issues for the organization at large are, and make sure that your contributions are in line with these needs.”

And what of Sony Electronics? How can it improve on three years of perfect scoring from the Human Rights Campaign Foundation’s Corporate Equality Index?

“We've got a long way to go,” Goodman says, “but I'll say, again, the key theme is that this is an industry issue. This is a business issue. Gender equality impacts the bottom line. It impacts our return on investment, and we will continue to support this moving forward as long as I can imagine.

“Is it complete? Is our work done? No.”

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Jun 13, 2021

Marketing matters: from IBM to Kyndryl

Kate Birch
5 min
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl. Maria talks about her new role and her leadership style

Former Chief Marketing Officer for IBM Americas, and an IBM veteran of more than 25 years, Maria Bartolome Winans was recently named CMO for Kyndryl.

Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.

With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.

You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?

I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.

We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.

What experiences have helped prepare you for this new opportunity?

I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.

The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.

How would you describe your leadership style?

I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.

I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.

What’s the best leadership advice you’ve received?

When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.

What does success look like to you?

I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.

What advice would you give to your younger self just starting out in the industry?

I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.

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