Celebrating women in ICT at Ahold Delhaize: an interview with Anette Schouls
April 24, 2025 – Today, we’re proud to celebrate International Girls in ICT Day: a global initiative that aims to increase the representation of women in technology. How? By providing equal access to opportunities in science, technology, engineering and math (STEM), and by encouraging young women and girls to pursue careers in information and communication technologies (ICT) – bridging the gender digital divide.
In honor of International Girls in ICT Day, we interviewed Anette Schouls, VP Digital Customer Products, who is leading digital innovation and transformation for customer-centric products at Ahold Delhaize Europe. She talks about her career journey, her experiences of innovation and mentorship in technology, and her advice for the next generation of women in ICT.
1. What inspired you to pursue a career in digital products, and how did you break into the tech space?
From a young age, I was fascinated by innovations like flip-phones, iPods, and Xbox 360 and their potential to transform lives. After completing my master's at Erasmus University in Rotterdam, I followed my passion for technology and joined a start-up agency specializing in mobile app development. I'm happy I did, as I'm still excited by the transformative power of technology and how it can reshape industries and improve lives.
2. What excites you most about the future of the digital products field, and how do you see your role evolving?
What excites me most is the opportunity to shape the future through innovations. Rapid advancements in AI are transforming our daily work and enabling us to create seamless, personalized customer experiences. I see my role evolving to focus even more on fostering a culture of customer-centricity and promoting sustainability, diversity, and inclusion. My goal is to continue driving digital transformation and scaling our digital capabilities across our retail brands, ensuring our initiatives align with broader business goals.
3. Leadership in tech can be demanding. What values or habits have helped you lead successfully, especially in such a fast-paced, constantly changing environment?
A former CDO had a sign that said, “Done is better than perfect,” which resonates with me. In tech, perfection is always evolving, so having a solid vision and plan is crucial, but progress and adaptability are even more important. Open and authentic dialogue is key. By leveraging the wealth of knowledge among our colleagues and co-creating, we often find better and more sustainable solutions.
4. Representation in tech is still a work in progress. What challenges have you faced as a woman in this space — and how have you navigated them?
As a woman in tech, I’ve faced biases and assumptions regarding my technical knowledge and leadership ambitions. Speaking up with a mix of humor and authenticity has often helped clear the air. I’m a daughter of entrepreneurs, so I learned to have a positive mindset and take initiative to achieve what I believe in. Social media might promote a tendency to compare yourself to others; I prefer to focus on personal growth. Building a strong network of allies and advocating for my growth opportunities has been crucial. For example, I’ve actively sought mentorship and asked to take on projects out of my comfort zone to evolve my capabilities.
5. Let’s talk innovation. Can you share a project or product you’re particularly proud of and what made it meaningful to you?
Probably our largest undertaking was the introduction of the new modular mobile app, designed to deliver a seamless and cohesive online shopping experience for customers shopping at five of Ahold Delhaize’s European brands. It has been fantastic to work with a highly talented and diverse group of professionals across business and technological disciplines. Together, we can achieve so much more!
6. This year’s Girls in ICT theme is about empowerment and inclusion. What advice would you give to young women and girls who are curious about a career in technology?
My advice is to be curious, experiment, build resilience, take initiative, and speak up about your opportunities for learning and growth. Surround yourself with supportive mentors, allies, and peers who can guide you along the way.
7. Mentorship plays a huge role in growth. Did you have any mentors or champions who helped you? And how do you pay it forward?
Yes, I’ve been fortunate to have mentors and sponsors, both male and female, who have supported me throughout my career. Their insights, honest feedback and encouragement have been crucial to my growth. One of my mentors was an architect who patiently provided invaluable knowledge following every question I had. Another was a more senior leader and a great storyteller, providing me feedback to better communicate and negotiate.
To pay it forward, I actively mentor and support others in the industry. I’ve also focused on creating opportunities for women in my teams, promoting diversity, and actively participating in initiatives that support inclusion in tech. Simple mentions, introductions or connections can make sure their talent is seen, they’re included in decision-making, or not overlooked for growth opportunities.
8. Tech teams are more diverse than ever — across age, background, and gender. How do you foster a culture of collaboration and creativity within your teams?
Encouraging everyone to be authentic, thrive both at work and at home, and ensuring open communication are key. We celebrate birthdays, for example, where we learn about everyone’s hobbies and enjoy their favorite snacks, and have cooking sessions to prepare our teams’ favorite local dishes. These activities normalize our diversity and integrate it into our work.
While virtual collaboration is efficient, meeting colleagues in different brands and countries is crucial to understanding local dynamics. These interactions often result in eye-opening “aha” moments, clarifying the objectives behind digital innovation needs and fostering a collaborative and creative environment.
9. From your perspective, what’s one common misconception people have about working in digital products or tech in general?
A common misconception is that tech is solely about coding. As Steve Jobs said, “You've got to start with the customer experience and work backwards to the technology.” While technical foundations are important, the field also requires a strong understanding of customer needs, strategic thinking, and the ability to collaborate across various functions. When creativity happens, real problems are solved, and real value for our customers is created.
10. Finally, what would you share with young women or women in general about taking the leap into the world of Information & Communication Technology?
The industry is full of opportunities to experiment, make a difference, and shape the future. As the book Invisible Women says, today’s world is designed by men for men. So each woman in ICT can make a difference. Enjoy the journey while putting in the hard work. You will meet tons of interesting people with great humor, diverse backgrounds, and a wealth of knowledge.
As we celebrate International Girls in ICT Day, Anette’s interview reminds us that innovation starts with dialogue and mentorship. By sharing knowledge and supporting one another, we can help close the gender gap in tech – and build a stronger, more inclusive, digital future for everyone.