Martine Billmann, Marketing Manager for the Middle East, Turkey and Africa at Genetec, on leadership, inclusion, and driving innovation in physical security, tech.
As part of Techitup Middle East’s International Women’s Day 2026 Leadership Series, we spotlight women leaders shaping the future of technology across the region. In this feature, Martine Billmann shares her professional journey, leadership insights, and advice for women in tech.
We are entering a defining AI-driven era. How is AI changing leadership expectations for women in tech?
Martine Billmann: AI is reshaping leadership expectations for everyone, but it is especially redefining what responsible leadership looks like in technology. Today, leaders are expected not only to drive innovation but also to guide ethical adoption, governance, and transparency.
Leadership in the AI era requires collaboration, empathy, and the ability to balance technological ambition with human impact. I see this as a powerful opportunity for women in tech. In my role leading regional marketing strategy and partner engagement across the Middle East, Turkey and Africa, I have seen how critical it is to communicate innovation in a way that builds confidence and aligns with real business and societal needs.
AI leadership is no longer about having all the answers. It is about setting direction, asking the right questions, and ensuring technology serves people in a meaningful and responsible way.
What is one structural barrier that still needs to change for women to scale into more C-level and board positions in tech?
Martine Billmann: One of the most significant structural barriers is the lack of active sponsorship. Many women receive advice and mentorship, which is valuable, but fewer receive advocacy from senior leaders who actively champion their advancement. Real progress requires more than policies. It requires measurable action and intentional visibility at decision making levels.
At the current pace, global gender parity could still take more than a century to achieve, which shows why structural change must be intentional rather than assumed.
In the technology and physical security industries, where women have historically been underrepresented, we must continue expanding talent pipelines and challenging traditional career pathways. I strongly believe organizations should widen leadership pipelines by recruiting beyond traditional industry backgrounds and focusing on potential, not just prior sector experience.
Creating access to strategic projects, leadership exposure, and board level conversations is essential. When sponsorship becomes embedded in leadership culture, we create genuine pathways to executive representation rather than isolated success stories.
Was there a defining moment in your career that changed your trajectory?
Martine Billmann: A defining moment in my career was stepping into my current leadership role. It fundamentally reshaped my understanding of growth. I realized that leadership is not about knowing everything. It is about taking ownership, setting a clear direction, and bringing others with you.
After more than two decades working across markets and partners, I have learned that leadership is built on adaptability and trust. Stepping into this role pushed me outside my comfort zone and taught me that confidence is built through action. Growth comes from embracing uncertainty, remaining open to learning, and empowering teams to innovate together.
What leadership trait has helped you the most in navigating the tech industry?
Martine Billmann: Curiosity has been the leadership trait that has helped me most. The technology sector evolves rapidly, and staying relevant requires a willingness to experiment, learn continuously, and challenge assumptions.
Curiosity allows me to stay open to new perspectives, emerging technologies, and shifting customer expectations. It also fosters stronger relationships because genuine interest in people and ideas builds trust.
Lastly, what practical advice would you give young women entering the AI and digital economy today?
Martine Billmann: First, build technical confidence early. You do not need to be an engineer but understanding how technology works will give you credibility and independence. Second, invest in your personal brand. Visibility matters. Share your insights, speak up in meetings, and make your expertise known.
When I began my journey in the UAE in 2006, I did not see many women in the industry, but I discovered that confidence grows through experience and continuous learning. Seek mentors, remain curious, and do not wait for permission to take your place at the table.
Most importantly, support other women along the way. True progress happens when we actively lift each other up and create opportunities for the next generation of leaders.
This interview is part of the Techitup Middle East IWD 2026 Leadership Series, for women leaders who continue to accelerate innovation, champion diversity, and redefine the technology ecosystem across the Middle East and beyond.
