Editorial

Women in Digital: Laura Ball

Laura Ball, CX AI lead, EMEA at Zoom, reveals the challenges she sees facing both women and the tech industry, and talks about the importance of setting boundaries and speaking up.

Posted 22 April 2025 by Christine Horton


Did you enjoy school?

Learning has always been a significant part of my life. Though school was challenging, especially in the later years, given the diversity of students, different personalities, and the transition from childhood to adolescence. Navigating those social dynamics while also trying to figure out who you are was quite tough. That said, I did enjoy education, but by the time I completed my A-levels, I decided not to go to university as I felt I didn’t want to waste my time pursuing something without a clear direction.

What qualifications do you have?

After completing my A-levels, I entered the financial services sector, where I gained qualifications in regulated financial advice. Along the way, I also took various professional courses. Personally, it is not the written qualifications in financial advice, but rather the learning programme I went through, that helped me develop strong business techniques, handle sensitive conversations, and understand people better. These skills have been instrumental in influencing decision-making and building relationships, which has played a key role in my career success.

Has your career path been a smooth transition, a rocky road or a combination of both?

It has been a combination of both. My career in financial services was quite linear – there was a clear progression path within HSBC. However, since moving into the tech vendor world, things have been much more unpredictable. Over the last three years, I’ve had to reestablish my network, navigate a new industry, and figure out where I want to go next. It has been a journey of rediscovery, reflecting on how I approached career growth in financial services and applying that to this new environment.

What specific challenges do you see women facing in the industry?

As one advances in their career, the landscape often becomes more male-dominated. One of the biggest challenges is staying true to yourself and maintaining authenticity while navigating these spaces. Over time, I’ve learned the importance of setting boundaries and speaking up.

That said, I’ve also been fortunate to have male allies and mentors who have genuinely supported my growth. The real challenge lies in achieving true equality – not just in treatment, but in opportunities and pay. Many female professionals hesitate to negotiate for the salary they deserve, fearing they’ll be seen as disruptive. There’s an unconscious bias that encourages women to be grateful rather than to demand fair compensation.

Gender pay gaps persist, and there’s still a long road ahead. While companies need to take meaningful action to close these gaps, women should also feel empowered to advocate for themselves. Change happens when both individuals and organisations work toward true equity.

What is the best career advice you can give to others?

Build strong, honest relationships with your peers and leaders. Be transparent about who you are and why you do what you do. Relationships are key to success – you don’t have to go through your career journey alone. Women have an incredible strength in emotional intelligence, and that can be a superpower in the workplace. Don’t shy away from using it.

If you had to pick one mentor that had the biggest influence on you, who would it be?

I have a mentor, and what I appreciate most about him is that our conversations go beyond just career advice. We have deep, philosophical discussions about purpose, happiness, and what truly matters in life.

His perspective has helped me realise that career success isn’t just about money, status, or material things – it’s about finding joy in what you do and maintaining a work-life balance. Having someone who encourages me to reflect on my career and personal fulfilment has been invaluable.

From where do you draw inspiration?

My family – my husband and my little boy. They are my motivation.

We love traveling and spending time outdoors, and those experiences push me to work hard. In fact, we’re off to Disney this Sunday, and I’m really looking forward to it! Thinking about moments like these helps me push through the tough days.

What is the biggest challenge you have faced to date?

Probably myself. Since becoming a mum, balancing work and personal life has been a challenge. The guilt of trying to do both well is something I constantly struggle with, as a woman, a mother and a business leader.

What qualities do you feel make a good leader?

Transparency and a servant leadership mindset. I believe a good leader is there to support and uplift their team, helping them succeed. It’s also important to build relationships where people feel comfortable having honest conversations – whether things are going well or when there are challenges.

From a work viewpoint, what has the last 12 months been like?

It’s been a ride! I’ve been leading the go-to-market strategy for Zoom’s CX AI solutions across EMEA, which has been both exciting and demanding. Balancing extensive travel with personal life has been tough, but looking back at where we were a year ago and seeing the progress we’ve made is incredibly rewarding.

One of my personal highlights was winning the Women in Sales Award at Zoom in December. That was a real “pinch-me” moment – seeing my hard work recognised was incredibly validating.

What would you say are the biggest tech-based challenges we face today?

I think we need to be more intentional about why we adopt certain technologies. AI, for example, is everywhere – from smartphones to TVs to dishwashers – but do we really need it in all aspects of our lives?

For me, technology should simplify life and remove unnecessary burdens, not create new ones. I see value in tools like Zoom’s AI Companion which helps me free up time in my working day to do more meaningful work. 

It’s the same reason I’m considering getting a robot vacuum – cleaning takes up valuable time that I’d rather spend with my son.

What can be done to encourage more women into the industry?

We need to challenge stereotypes and highlight the real experiences of women in tech. This effort should begin early in education, showing girls that technology is not just a male-dominated field and encouraging them to pursue their interests. Representation is key – the more women we see thriving in tech, the more others will feel empowered to follow their path.

Give us a fact about you that most other people wouldn’t know.

I’ve always wanted to run my own business but never had the right idea or the courage to take the leap. Recently, I came up with something I’d love to try—not as a full-time venture, but just to dip my toes into entrepreneurship. So, watch this space!

Event Logo

If you are interested in this article, why not register to attend our Think Digital Government conference, where digital leaders tackle the most pressing issues facing government today.


Register Now