How to lead with confidence: build influence and find your voice | Hester Van Gool | Decathlon

Épisode de Product Marketing Stories : Conseils, Carrière, Stratégie marketing, Growth, Go to Market, Tech B2B B2C, Communication digitale par Carlota Güell · 11 décembre 2025 · 40 min

Women leadership in tech is still a challenge, especially when navigating cross-functional roles like Product Marketing. In this episode, I welcome Hester Van Gool, Group PMM at Decathlon, to explore how women can find their voice, build confidence, and shape their career in tech.

Hester shares her path from law to tech, and why Product Marketing became the perfect place to combine strategy, influence, and stakeholder alignment.

She explains why PMM is one of the most gender-balanced roles in tech, but also why it can be a demanding position for women who need to speak up, negotiate their scope, and claim their expertise.

In this episode, you’ll learn:

• Why diversity matters at every stage of tech organisations

• Why PMM attracts women and the pitfalls to avoid when navigating the role

• How to build confidence by mastering research and asking the right questions

• How to protect your scope, say no without blocking, and translate requests into PMM work

• How to grow early in your career by focusing, choosing the right environment, and finding supportive managers

This espisode has been produced in collaboration with Decathlon Digital!

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Marketing Square • Le Podcast du Marketing • Le café du market • Clef de Voûte • Lenny’s Podcast • Les podcasts du Ticket • Product Squad

Product Marketing • branding • business • communication • carrière • PMM • PM • Sales enablement • positionnement • messaging • go to market, • stratégie de lancement produit • copywriting • storytelling • inbound marketing • conseils marketing • marketing automation • marketing digital • growth marketing • persona • réseaux sociaux • stratégie • IA • freelance • audience • chatgpt • email marketing • saas tech B2B • B2C • use-cases • positioning • best practice • product management • women leadership • founding PMM • competitive intelligence • concurrence • insights • buyer persona • user journey • funnel marketing • marketing mix • design • product design • UX • UI • branding • brand strategy • Decathlon • Digital transformation • Women • Leadership • Tech women in tech, product marketing, diversity, leadership, PMM careers, confidence, stakeholder management, discovery, tech organisations, influence

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

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À propos du podcast

Le podcast de référence pour tous ceux qui veulent comprendre, maîtriser et faire évoluer la fonction de Product Marketing dans l’écosystème tech français. Je suis Carlota, Product Marketing Lead depuis + 5 ans, et chaque semaine, je tends le micro à celles et ceux qui façonnent la discipline au…

Product Marketing Stories : Conseils, Carrière, Stratégie marketing, Growth, Go to Market, Tech B2B B2C, Communication digitale

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