My way to IT with IT-Branchen
As part of a campaign with IT-Branchen highlighting women's careers in IT, we're here sharing a number of portraits of some of the inspiring women we have at WorkPoint, and their journeys into the IT industry.
My Way to IT: Riem Zouzou
A perfect blend of people and IT
Riem Zouzou's passion for IT arose by chance when a Master's degree in IT as a Plan B quickly became her Plan A. Here, she found the opportunity to combine her interest in people with technology. Today, she is the CPO at WorkPoint, where she bridges the gap between IT and user needs and is driven by creating products that add value for the users.
From product ideation to customer and business value
As Chief Product Officer at WorkPoint, I am responsible for the company's Product Management, which includes both technical and commercial aspects.
Overall, I ensure that the products we develop create the greatest possible value – both for our customers and our company. Therefore, the goal is to raise the bar every day, so we are always even better this month than we were last month.
Before a new WorkPoint product sees the light of day, the journey often starts with a specific request from our end users. My team and I then identify their needs and challenges, which we incorporate into the development process. As a company with many innovative ideas, my core task is to ensure that our product visions align with the company's strategy and achieve the desired results.
An exploratory environment where interdisciplinary collaboration drives results
At WorkPoint, our company purpose is: "We enrich your work with tools you love," which aligns perfectly with what excites me most about working in IT: creating products that users love and that truly benefit them. What makes me particularly happy to be in IT is the industry's constant movement and new opportunities. It never stands still. There is a special energy in wanting to move and develop things – and an exploratory approach to discovering new potential. The industry's entrepreneurial spirit and curiosity to try new things – regardless of the outcome – motivate me because it always leads to new knowledge and learning.
One of the reasons I have stayed in the IT industry is the collaboration across teams and disciplines. The shared drive and commitment across competencies are motivating to be a part of.
A Career in IT: From Plan B to Plan A
My way to IT was actually a Plan B. With a Bachelor’s degree in anthropology, I wanted to pursue a Master's degree that would better prepare me for the job market. By chance, I met a girl from the dormitory who told me about the many skills and tools the IT education provided, which I knew would look good on my CV. Despite my hesitation about technology back then, I started my Master's degree in IT, where my interest and understanding of IT quickly overcame my prejudices. Early in my studies, I realized how anthropology and IT can complement each other.
To develop software that has real value, you first need to understand the people you are developing it for. It was a huge eye-opener that my knowledge from anthropology could be directly applied to the IT world and be valuable on a daily basis – especially in the analytical part of my job, where it is all about seeing things from the users' perspective. This is what I love most about Product Management – putting users at the center in our product development process.
My way to IT: Lotte Ilsøe
The right planning gets us to the goal
Lotte Ilsøe works as our Product Planner and Project Manager at WorkPoint, where she is responsible for mapping out the overall plan for the product and ensuring it reflects WorkPoint's business strategy and other priorities. She also facilitates the maturation of items for the backlog and coordinates product releases to ensure the product's stability and reliability – Lotte is the one who makes sure everything is in place and checked before new code is deployed to the production environment.
Additionally, Lotte leads several different internal and external projects with many stakeholders across the organization, which includes daily expectation alignments, ongoing coordination, planning and re-planning, risk analysis, mitigation plans, etc., to ensure overview and progress on all of them.
Motivation and job satisfaction
Lotte finds her work exciting because of the high pace, creativity, and high level of professionalism in the IT industry. There are constantly new challenges that need to be solved quickly and efficiently, and often you get to think outside the box to find the best and sometimes most innovative solutions.
I am motivated by being part of a team that consists of highly competent and passionate people who deliver quality products that improve users' workdays. I enjoy seeing my colleagues grow, take on more responsibility, and develop professionally.
The journey to the IT industry
Lotte's journey into the IT industry was initially completely coincidental, as Lotte actually had an ambition to become a high school teacher when she started her studies at the university. But between reading Icelandic sagas and language analyses of English poems, she also needed money – which led her to a student job at Egmont Corporate Communications, where she was originally supposed to create content for their intranet.
And precisely because that intranet she was working on content for, needed to be upgraded across the organization, Lotte became involved in that project. And it was full-blown IT project management, with planning, daily meetings, tests, support, stakeholder management, and supplier management. All of this greatly captured Lotte's interest. After completing her education, Lotte decided to continue in the IT industry, where she has worked ever since and has never looked back.
After some exciting years with technical IT project management at both Billetlugen and Ecco, Lotte came to WorkPoint, where she has been for almost 3 years.
So, you can definitely work in the IT industry without having a technical background. With the many skills you build through your education and work experience, you have a lot to contribute to the IT industry with.
My Way to IT: Trine Büttner Bak Pedersen
Trine Büttner Bak Pedersen, Head of Marketing at WorkPoint.
Bridging the gap: My role and daily contributions
As the Head of Marketing, I am responsible for positioning the company in an ever-evolving industry by overseeing all marketing activities and ensuring our strategies align with our business goals. My daily tasks include developing marketing campaigns, analyzing data, and collaborating with various departments to create effective strategies. I also engage in partner marketing, working closely with our partners on joint initiatives to maximize our reach and impact.
My contribution lies in fostering a collaborative environment where my team and I leverage each other's strengths to create innovative campaigns that deliver great value. I particularly enjoy analyzing data to gain insights that drive successful strategies and enhance our overall performance.
The excitement and motivation working in IT
I find working in the IT industry exciting because it is constantly evolving, presenting new challenges and opportunities every day. The fast-paced nature of the field keeps me on my toes and motivated to continuously learn and adapt. Technology is the backbone of almost every industry today, and its rapid development drives me to be part of shaping the future rather than just keeping up with it. I find it rewarding to see the impact of our marketing efforts on the company’s success and to know that our work helps connect people with innovative solutions that improve their professional lives. Additionally, working in a collaborative environment with talented individuals from diverse backgrounds makes my job even more fulfilling.
My journey into the IT industry
From an early age, competitive swimming shaped my mindset, teaching me discipline, perseverance, and the drive to constantly improve. The years spent training and competing instilled in me a natural competitiveness and a deep understanding of how dedication and hard work translate into results. These values have followed me throughout my career, even as my professional path took unexpected turns.
I began my career in the construction industry, where I gained valuable experience in this industry. Later, my passion for fitness led me to the United States, where I worked in the fitness industry with major brands like Nike. This experience gave me firsthand insight into customer engagement and the power of marketing. Upon returning to Denmark, I transitioned into the Edtech and robotics sector - my first real IT job - where I saw how technology shapes the future and how the industry embraces people from diverse backgrounds.
Eventually, I found my way to my current job at WorkPoint, a SaaS company, where I continue to grow every day. While IT wasn’t always part of my plan, my experiences have shown me how many different skill sets and perspectives can thrive in this industry, and that’s something I truly appreciate. At WorkPoint, I have never had to search for meaning in my work - it has always been there. Looking back, I can’t imagine a more exciting place to be today.
My Way to IT: Line Tudsborg Petersen
Line Tudsborg Petersen, Marketing Communications Specialist at WorkPoint.
From tech talk to quality leads
As a Marketing Communications Specialist at WorkPoint, my job is always buzzing with exciting and diverse tasks. But at the heart of it all, my main focus is contributing to one of WorkPoint's key success criteria, growing annual recurring revenue (ARR). My role is all about creating curiosity and interest in our software among potential new customers and making sure they have the best start on their long WorkPoint journey.
In essence, I spend most of my time on content marketing, transforming complex tech talk into engaging, value-driven communication that resonates with our audience and generates quality leads.
Additionally, lead nurturing is another important aspect of my job, where incoming leads are carefully nurtured before they reach our talented Solutions Sales Specialists and then our certified WorkPoint partners. The aim is to turn these efforts into closed deals and loyal customers, driving more ARR.
A part of these responsibilities also contribute to establishing a positive and trustworthy image of WorkPoint, setting the stage for long-lasting customer relationships and paving the way for a smoother, more efficient workday for WorkPoint users.
Motivated by the IT industry's dynamic and innovative spirit
The fast-paced, innovative environment of the IT industry is one of the many reasons why I find it exciting and inspiring to work in this field. While some companies stick to the "If it ain't broke, don't fix it" mantra, the dynamic IT world demands contentious developments and change of direction in the constant pursuit of product improvement and innovation.
With a shared 'Growth' mindset at WorkPoint, our mantra is to "rethink" everything we can as a core part of our mission to improve work for our customers – and when it comes to the growth of our own business.
It's motivating to be part of a company whose solutions make a real difference, contributing to a more efficient and worry-free workday for many people.
From swimming pools to software
After completing my master's degree (Cand. ling. merc.), my first job was in the construction industry – a radical contradiction to IT. I worked as an Executive Assistant in a company that designs and builds water treatment systems for large swimming pools and zoos worldwide. Communication and marketing were and have always been my passion, but the role came with many other tasks, so I couldn't fully dedicate myself to this specific field.
Therefore, I didn’t hesitate to seize the opportunity when the chance to fill a specialist role in communication and marketing in the IT industry came along. Having absolutely zero prior experience in IT, I was concerned about whether I could contribute effectively. However, I quickly realized how my skills, and insights from my previous job, definitely could add value to WorkPoint.
Along with my educational background and seven years of professional experience, I brought deep knowledge of the construction industry, one of our largest customer segments. With unique insight into this particular industry and its main challenges, I knew exactly how WorkPoint's solutions can make a huge difference by automating and streamlining workflows and processes in this specific industry, where every day is a race against time.
My Way to IT: Amaylah Zaka
Amaylah Zaka, Solution Sales Specialist at WorkPoint.
My role and contributions in the company
I work as a Solution Sales Specialist, where I help optimize process and document management in Microsoft 365. My focus is to understand the customers' needs and show how our solutions can create value – for example, by streamlining workflows, managing contracts, and improving collaboration in projects. I contribute by making IT solutions more accessible and relevant to customers, especially by translating technical features into business benefits.
The excitement and motivation in the IT industry
The IT industry is incredibly dynamic – there is constant development, and technologies can really make a difference in how we work smarter. I find it exciting because I get to combine technology and business, so companies can work more efficiently and structured. My motivation comes especially from customers' aha moments when they see how a solution can solve their challenges. I also love the analytical part – finding the right solution for each customer – and the learning that comes from staying updated on both IT solutions and customer needs.
My journey into the IT industry
I actually stumbled into the IT industry a bit by chance. During my master's degree, I got a student job in an IT company and landed my first full-time job there. I had no idea at the time that this was the path I would take, but I quickly became fascinated by SaaS solutions – how much potential they hold. It's much more than just technology and code. It's about creating value, solving real challenges, and making everyday life easier for people. That's probably why I stayed – because IT is not just something you work with, but something that actually makes a difference.
My Way to IT: Carina Qvist Fabrin
From media to IT – but always Marketing
...Though it didn’t start out like that.
When Carina Qvist Fabrin was 15 years old, she was convinced that she wanted to be a plastic surgeon, and while that obviously didn’t happen, she is very happy about the career she has chosen, which led her to work in the IT industry.
Bridging the gap between tech and humans - through content and communication
As a Marketing Manager, my days and weeks consist of a wide variety of tasks from campaign development, content creation for different channels such as social media, newsletters, web and more, copywriter collaborations, internal and external communication, to running our EGC Program, EA Program, and much more – everything with the primary aim of generating leads.
Though on the other hand, a major part of my job is to simplify the language around complex software solutions into something that’s easily understandable for potential customers, our partners, and others. I see it as one of my most important tasks to ensure our content and communication reflects the real-life value our solutions create – the actual difference customers experience – not just cool features and other technicalities.
I like to envision my job as bridging the gap between the business, tech talk and humans – through marketing, content, and communication.
Looking through a bigger lens, I’m happy to represent not only “women in tech”, but also the fact that coding skills and a technical background is not the only way to work in IT, and definitely not a necessity.
Motivated by learning and growth in the fast-paced IT industry
For me, working in IT is exciting because it’s one of the most dynamic and fast-paced industries. It’s always evolving and there’s always things happening. At WorkPoint, we work with a “growth mindset” meaning we’re not only allowed to but encouraged to try and test out new things on a continuous basis – when we find something that works, we do more of it, and if not, at least we’ve learnt something. Personally, I find that very motivating, as I like to learn and add new things to my skillset continuously.
I’m also someone who likes challenges, and I believe there is a challenge in changing the narrative around IT because, IT is not just about software and features, it’s about humans – the ones who’ll use it. They are the ones we create IT for so of course, the narrative should focus on them, their needs, challenges, and wants.
The unplanned but perfect career fit
My journey into the IT industry wasn’t something I necessarily planned for at the beginning of my career – I’ve studied Global Marketing Management and Psychology - though different aspects of “tech” have always been prevalent in my marketing roles, from working with tech partners and evaluating MarTech, to software suppliers, as well as working with EdTech in the robotics industry before joining WorkPoint, a SaaS company.
With that said, I am grateful for the path and career I’ve chosen – or maybe it chose me – because I truly enjoy working in the IT industry, and I believe the skillset required to work in this industry has developed far beyond coding, engineering, and so on. A multitude of “hard and soft” competencies are required for any IT organization to succeed, and with the rapid growth of this industry there are great opportunities for anyone who’d like to give IT a try. I hope to see a lot more women in this industry in the coming years.
My Way to IT: Nina Keller
Nina Keller's journey into the IT sector has been anything but straightforward. She never had a grand plan to work in IT, but found her way through new roles and complex projects, where she found the process of overcoming challenges most meaningful and motivating.
My role and impact at WorkPoint
I work with sales. There are many steps in a company like ours - from someone writing code to the solution reaching our customers. Sales is one of those key steps. I act as the link between WorkPoint and our partners, who are in direct contact with the customers. Building and maintaining strong relationships is essential in this role, as trust and collaboration form the foundation of successful partnerships.
We operate with an indirect sales model, where our partners are our extended sales arm, and my job is to ensure that our partners have a solid point of contact - a lifeline they can always rely on.
I have many touchpoints across different departments in the company and need to communicate that information effectively to our partners. That makes my daily work varied and dynamic, involving many different tasks.
The excitement and motivation in the IT industry
The IT industry is constantly evolving. New and exciting technologies and solutions are constantly developing - there’s never a dull moment. Change is constant, and time never stands still.
I find it very motivating to work with solutions that make a real difference for the end users and creating tangible value. Seeing how IT can transform businesses and improve workflows is what keeps me engaged.
My journey into the IT sector
When I finished my studies (Cand.ling.merc.comm), I thought I would pursue a career in international marketing. However, since I had focused on football for many years during my studies, I didn’t have much work experience. So, I started by applying for a student job in an IT company even though I was way overqualified - I simply needed to get my foot in the door. I got the job and started working in the marketing department and was later offered a full-time position. After a few years, I transitioned into sales.
I ended up in IT by coincidence, but I love being here.
Some women may consciously avoid the IT sector because they associate it with coding. But today, I work in IT without a technical background. The industry is about so much more than just coding—there’s a place for all kinds of skills and talents.
My Way to IT: Sina Feldborg Mortensen
Sina Feldborg Mortensen's journey into the IT sector has been both exciting and fulfilling. She works with People & Culture at WorkPoint, handling traditional HR tasks such as recruitment, onboarding, employee development, and leadership support. Sina's role also focuses on enhancing organizational culture, ensuring that our company's values and purpose are reflected in daily operations.
Despite being relatively new to the IT industry, Sina finds the constant technological development and the opportunity to experiment and innovate highly motivating. Her path into the industry was unexpected, but she has found a welcoming and passionate community at WorkPoint, making her career transition a rewarding experience.
Enhancing people & culture at WorkPoint
I work with People & Culture at WorkPoint, which includes all traditional HR tasks such as supporting recruitment, onboarding, employee development, and supporting and developing leaders to ensure they have the best conditions for effective leadership.
Additionally, my role focuses strongly on our organizational culture. What kind of organization do we want to be? Both for our partners and customers, but certainly also for our employees and leaders. What is our purpose, and what values should be the foundation for our collaboration and daily behaviour? How do we support this in our daily work? This is something I spend a lot of my time on.
So, I have a very varied workday, which includes conducting DiSC profiles and preparing employment contracts, but also facilitating leadership development and working on organizational projects such as cross-team collaboration or developing shared values at WorkPoint.
I feel that my work makes a difference because I contribute with structure, frameworks, and processes that make it easier for employees and leaders at WorkPoint to succeed in developing, building, and selling a really good product.
Embracing technological development in the IT industry
I am relatively new to the IT industry - I have been in the industry for about 2 years - so everything is still new and exciting. But one of the things I find exciting about the industry is the constant technological development. I believe this affects the organization, people, and culture differently compared to other industries. The fact that we constantly try new things and incorporate new possibilities contributes positively to a culture where it is allowed to fail, and where we experiment, play, and learn all the time.
It motivates me that everything - at least initially - is possible. I experience a great openness and receptiveness to suggestions and good ideas, so there is a good opportunity to put your own stamp on what you work with.
How taking a chance led to the perfect career fit
I entered the industry by chance. After a career in various Danish municipalities, I started as an independent consultant within HR and organizational development. After a couple of years of independent work, I was contacted by a head-hunter regarding the position I currently hold.
But it was not without some nervousness that I accepted the job. I knew NOTHING about the IT industry, but perhaps had some prejudices that it was a bit too techy and nerdy for me. But nothing could be further from the truth. I have been warmly welcomed by some very skilled and passionate colleagues, so from day one, I have felt welcome and realized that this is absolutely right for me.