WBJ: How did your career in technology begin, and what key decisions shaped your path?

Ewelina Woldan: I’ve been connected to the tech industry from the start of my career, and it has shaped me professionally. What drew me in, and kept me there, is the pace of change. Technology is incredibly dynamic, which suits my personality. I’ve always been open to new challenges and constant learning.

I started while still at university, joining a large Polish IT company that was a major player at the time. Like most people, I began with smaller operational projects, but over time my responsibilities grew. Early on, what proved crucial was testing different areas and understanding what truly motivates you. For me, that became strategy, communication and creating real impact through marketing.

I realized that what gave me the most satisfaction was not just executing campaigns, but shaping them. By designing communication strategies and seeing how they influence brand perception, both locally and internationally. That sense of agency defined my career direction.

Another important factor was exposure to international markets. Working across different European countries allowed me to compare approaches and learn from more mature markets. That openness to global trends, combined with adapting them to local realities, remains a foundation of how I approach communication today.

How important have mentors and professional networks been in your career?

Very important, although not always in a formal way. I would not say I had a single defined mentor, but I have met many people along the way who influenced my thinking and helped shape my decisions.

That is why I always encourage people to be present. Attend conferences, participate in discussions and build relationships. These interactions often lead to opportunities that you cannot plan in advance.

Mentoring does not always have to be structured. Sometimes it happens naturally through conversations and shared experiences. What matters is openness, both to learning from others and to sharing your own perspective.

How has the IT and tech landscape in Poland evolved since you started your career?

The difference is enormous. When I started, many of the tools we now take for granted did not exist. Social media was in its infancy, and even the role of PR and communication was understood very differently. Today, everything is interconnected. Marketing, PR, digital and data overlap and require a more integrated approach.

The pace of change has accelerated. In technology, we are constantly adapting. New tools, platforms and expectations emerge every few months. Long-term planning still matters, but it has become more flexible. You need to respond to what is happening now, not just what you anticipated a year ago.

At the same time, the market has become truly global. Access to tools and channels allows companies to scale more easily, but competition is much stronger. The key today is adaptability and the ability to act quickly while staying aligned with a broader strategy.

How has the role of women in tech evolved?

When I began my career, it was common to be one of very few women in the room. Today, that is changing. There are more women in technology, and their presence is making a visible difference.

At Lenovo in Poland, around 40 percent of employees are women, which is a strong result compared to global averages. Beyond the numbers, what I see is genuine support and collaboration. Women are building networks, sharing knowledge and helping each other grow. Women bring empathy, creativity and strong communication skills to this sector. Increasingly, they are not just participating, but actively shaping its direction.

There is also a growing ecosystem of initiatives supporting women in tech, and that visibility matters. It shows that this is not a closed industry and that there is space for different perspectives.

You’re the head of communications at Lenovo Poland, including sports initiatives. What role do they play in your strategy?

Sport is a powerful communication tool because it is built on emotion, and emotion is what allows brands to connect with audiences in a more meaningful way.

At Lenovo, we are involved in both local and global sports initiatives. In Poland, we support young talent, such as Anastazja Kuś, a promising athlete and the youngest Polish Olympian in Paris. This is not only about supporting sport, but also about reaching new audiences and building authentic engagement.

Globally, Lenovo partners with major organizations. Lenovo is the Official Technology Partner of the FIFA World Cup 2026™, the FIFA Women’s World Cup 2027™, a global partner of Formula 1® and MotoGP with the Ducati Lenovo Team

These are platforms with massive reach, but also powerful emotional resonance. It is a strong example of how technology brands can move beyond purely functional messaging and create experiences that resonate on a deeper level.

Technology is a data-driven business. Where does creativity fit into marketing today, especially with the rise of AI?

Data is fundamental in technology-driven marketing. It gives direction, enables measurement and ensures decisions are grounded in reality, especially with the rise of AI. But data alone is not enough.

The greatest success I see in my work are projects that genuinely changed how a brand communicates, moving it from a purely product-focused level toward experience and dialogue. This was achieved by connecting different worlds: technology, culture, education and user experience.

Examples include the opening of the Lenovo & Motorola Showroom, the first of its kind in Poland, built as a long-term space for communication, education and community, its presence at Hotel Warszawa Art Fair combining technology with art, and Lenovo x LEBRAND, linking tech with fashion by creating designer cases for Lenovo devices and activating the collaboration through a 24/7 vending machine powered by Lenovo and custom-built communication.

AI will transform efficiency and analysis, but human creativity – understanding context, emotion and nuance – remains essential. 

ABOUT:

Ewelina Woldan is a communication expert with over 19 years of experience and numerous achievements in the field. She has been associated with Lenovo Poland for more than nine years and currently holds the position of Communication Manager. Prior to joining Lenovo, she worked as a Brand Marketing Manager at Action S.A. and as Marketing Director of the Verva ActiveJet Team.