ANKER INNOVATION Advertorial
November 2025
ertonline.co.uk
How Anker’s Women in Tech Are Powering a New Era of Innovation
to lead, experiment and challenge the status quo. I’ve been able to make significant strides focusing on growth-oriented development plans which Anker has enabeld me to do. I am incredibly proud to see more women in leadership roles, here at Anker.”
Behind this success is a team of women 40
breaking the mould with a leadership team that’s almost entirely female. From marketing and sales to finance and operations, women are at the helm of Anker’s success, and they’re reshaping what tech leadership looks like.
A
“This year has been a transformative year for Anker Innovations UK and Ireland and one that we are truly proud of. Unified under its three brands - Anker, eufy and soundcore - we’ve set a new course as a global smart- hardware leader delivering smart solutions that solve real life problems and elevate everyday experiences. We have big ambitions and part of that has been to expand the team, working with individuals who are exceptional at what they do”, said Faraz Mehdi, Managing Director UK, Ireland, Italy, Spain & Portugal. At the centre of this transformation is Jocelyn Qian, GTM Lead and one of the first members of the regional leaderhship team, whose early direction helped set the foundation for Anker’s presence in the UK & Ireland. Jocelyn reflects on her experience: “Being one of the early members of the UK&I team, I felt empowered
t Anker, innovation isn’t just about technology, it’s about the people driving it forward. In an industry often dominated by male leadership, Anker Innovations UK & Ireland is
who are not only experts in their fields but also passionate about pushing boundaries. Naina Tailor, Sales Director, brings strategic clarity and commercial acumen to Anker’s growth within the UK and Ireland mass retail market. Joy Yao, Online Sales and Operations Lead, ensures a seamless customer journey across the Amazon platform. Fen He, Senior Finance Manager, keeps the business agile and accountable and Dorothy Li, Direct to Consumer Lead, bridges the gap between innovation and consumer needs, driving Anker’s DTC strategy in the UK & Ireland.
Joining this powerhouse team most recently is Sarah Mansell, Anker’s Marketing Director for the UK&I, who joined the business in January 2025 bringing a fresh energy to Anker’s brand presence.
Her vision came to life in the ‘eufy Mess-cots’ campaign, a disruptive marketing initiative that turned the floorcare category on its head. In a market saturated with polished, predictable ads, Anker chose a different path, one filled with attitude, storytelling and a bit of fun. The campaign cast the eufy robot vacuum as a hero battling ‘dirt villains’, positioning the product not as a chore tool but as a transformative force. With bold visuals and a through-the- line strategy tailored to consumer routines, the campaign achieved a significant increase in brand awareness with branded search +200%, purchase intent +4% and spontaneous brand awareness +2%
“This wasn’t just a marketing win, it was a statement. It showed that creativity and courage can redefine consumer expectations, even in a category as functional as floorcare, earning its reputation by combining cutting edge technology with user friendly design”, said Mansell. Together, these women represent a new wave of leadership, one that’s collaborative, bold and deeply connected to the customer. They’re not just managing teams; they’re shaping the future of how technology brands engage with the world. But Anker’s commitment to women in tech goes beyond titles. The company actively fosters career progression through mentorship, cross-functional exposure and a culture that values diverse perspectives.
This ethos is embedded in everything Anker does, from product innovation to team development. It’s a place where ideas are welcomed, risks are rewarded and leadership is earned through impact.
Mehdi echoes this sentiment: “I’m proud to work alongside such a talented group of women. Their leadership is not just inspiring; it’s driving real results. At Anker, we don’t just talk about diversity; we live it.”
As the tech industry continues to evolve, Anker Innovations stands out not just for its products but for its people. The women leading Anker UK&I are proof that when you empower talent, challenge convention and lead with purpose, you don’t just keep up, you redefine the future.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
