Empowering women in leadership: A spotlight on Wagada Digital’s CEO, Cheryl Luzet

“We have come so far with promoting the world of work to women, but I feel like there is still much more to do.” – Cheryl Luzet

The beginning of Wagada Digital

In 2011, our CEO Cheryl Luzet founded Wagada Digital - not out of a lifelong dream of entrepreneurship, but out of necessity. As a working mum, Cheryl faced childcare costs that made traditional employment unsustainable, so she forged her own path (and we’re very glad she did!) She began to build a marketing agency that allows her to work hard, while still having the time and commitment she needs for childcare.?

What does the agency look like today?

Fourteen years later, Wagada Digital is a thriving, multi-location agency with an equal gender split at the Director level and a workplace culture designed to support everyone, not just a select few. Her leadership has been recognised at the highest levels - named one of the UK’s 100 most inspirational female entrepreneurs by Small Business Britain’s Entrepreneur.

“The moment I met Cheryl, I knew I wanted to work for her someday. Why? Because she is truly inspiring. Cheryl embodies the essence of a successful woman in business - I admire her because she’s modest yet driven, passionate yet approachable, and incredibly knowledgeable. She has shown me that with determination, anything is possible, and for me, having that kind of representation in the workplace has been invaluable. From teaching herself SEO to building a hugely successful business, Cheryl’s journey is proof of what hard work and vision can achieve.”- Prudence, Senior Digital Marketer at Wagada Digital.

The gender pay gap in marketing

Despite progress, the gender divide in marketing remains significant. According to the 2024 Marketing Week Career & Salary Survey, women make up 62% of the marketing workforce, yet the majority of senior leadership positions, such as CMOs and Directors, are still held by men. As a result, men dominate the highest salaries and bonuses, with female marketers earning 16% less than their male counterparts on average.

Women are still underrepresented in leadership, leaving them forced to navigate persistent barriers.? From childcare costs to unconscious bias, the glass ceiling in marketing leadership remains an ongoing challenge.?

According to Grant Thornton's "Women in Business" report, the percentage of female CEOs globally has decreased from 28% in 2023 to 19% in 2024, yet at Wagada Digital, 75% of the leadership team are women. The company has also achieved true gender balance at director level, something still rare within the industry.

Cheryl, along with her team at Wagada Digital, are actively working to create a more inclusive and equitable workplace. The company has implemented policies that directly support women’s career progression and work-life balance, including:

• Mentoring the next generation, offering placements to help young women break into the industry.
• Championing inclusivity, 20% of the team are neurodiverse, and we want to ensure that recruitment and working practices continue to support diverse needs.
• Driving family-friendly policies, with enhanced maternity and paternity benefits, flexible working, and a “never miss a school play” mantra?
• The option to work a four-day week once a month
• Advocating for change through partnerships, working with Tech She Can, a charity that helps more women enter the tech industry and addresses systemic challenges.

Dee, Head of Digital at Wagada Digital comments on Cheryl’s leadership style saying “Cheryl is hands down THE greatest boss and I honestly could never endorse her enough! I joined Wagada over 8 years ago as a Digital Marketing Executive with a very basic understanding of SEO, but from day one I was able to rapidly develop my career and now feel that I am flourishing in a senior management role – all of which certainly would not have been possible without Cheryl! I think I can speak for the entire team in saying that she’s massively supportive, approachable, caring and hardworking to name a few – she truly cares about her staff both in and out of work”.

Our charity partner

As part of Wagada Digital’s commitment to creating tangible change, the company is proud to partner with Tech She Can. This initiative is dedicated to increasing opportunities for women in technology and digital industries, helping to close the gender gap by inspiring and educating young women about careers in STEM.

In 2025, our team have big plans to support this wonderful charity through:

? Raising money to fund programmes that help young women access training and education in tech.

? Volunteering to support initiatives that provide mentorship and career guidance.

? Raising awareness to highlight the importance of gender diversity in tech and marketing.

By working with Tech She Can, Wagada Digital is helping more women gain the skills, mentorship, and confidence they need to thrive in the digital sector. Check out our fundraising page here.

Closing the gap

The gender pay gap isn’t going to close on its own. For real change, businesses such as ours need to actively help contribute to the solutions.?

Wagada is embedding inclusivity into its workplace through policies that support women in leadership. This includes raising awareness of the gender pay gap and leadership inequalities, while actively contributing to change by supporting initiatives like Tech She Can.

As a mother of two, Cheryl is walking evidence that being a mother and a leader can co-exist. Balancing a successful career with family will always be a challenge. It’s for businesses to recognise this challenge and make it as accessible as possible for mothers to reach the top of the ladder.?

This International Women’s Day, Wagada Digital celebrates Cheryl Luzet and every woman rewriting the rules of leadership. But as she says, there is still much more to do…