Diversity in Automation: A Conversation with Medina Sundström

Medina Sundström is Vice President, Partner Sales Nordics at Siemens. She brings over a decade of experience driving growth in industrial and process automation and has held senior leadership roles across sales, business development, and operations. With a strong technical background in chemistry and commercial leadership, Medina combines value-driven automation, strategic partnerships, and sustainable growth.

The automation industry is evolving fast. Not just in terms of technology, but in how it thinks about people, leadership, and representation. Yet when it comes to diversity, especially gender diversity, progress has been uneven and often surface-level.

In this conversation, Medina shares her personal journey in automation, her views on visibility and leadership, and the practical actions organisations need to take to build a more inclusive and innovative industry.

Can you tell us about your background and how you entered the automation industry?

My academic background is in chemistry, and early on I imagined a career in pharmaceuticals, developing medicines. However, once I experienced that environment, I realised I was looking for something more dynamic, social, and commercially connected.

My path into automation wasn’t linear. I moved through different industries, including recruitment and sales, before joining Siemens, with very limited technical knowledge of automation at the time. What mattered more was curiosity, confidence, and a willingness to learn.

Automation turned out to be a space where technical complexity meets people, business, and long-term customer relationships. That combination really resonated with me.

What has kept you in the automation industry so far?

Automation is complex, but in a positive way. It constantly evolves, which means you never stop learning. When I started, the focus was largely on hardware. Today, we work across software, digitalisation, data, and AI-driven solutions.

There’s also significant career flexibility. You can move across functions, industries, and geographies and you can grow locally, regionally, or globally. That sense of possibility is something many people underestimate when they think about automation careers.

How has the presence of women in automation changed over the years?

There has definitely been progress. When I started, women were rare in leadership roles outside of HR or support functions. Today, we see more women leading business units, digital organisations, and regional operations.

That said, representation alone isn’t enough. The real change comes when women are visible consistently and across all levels.  Not as exceptions, but as a natural part of the industry.

How well does the industry showcase female professionals today?

The industry has improved, but visibility is still often inconsistent. Women are frequently highlighted during specific campaigns or occasions, rather than being embedded in everyday communication.

At conferences and events, we do see more women on panels, which is positive. However, keynote sessions and highly technical presentations are still largely male-dominated. In media, women are sometimes framed more as diversity representatives than as technical experts.

To truly change perception, women need to be visible in innovation stories, customer success cases, and leadership announcements. Not just in diversity narratives.

Even in campaigns meant to spotlight women, men are often still at the forefront. Why?

This is often driven by legacy visibility and unconscious bias. Men have historically held senior roles, so they’re still seen as the default faces of authority and credibility.

To do better, organisations need to move beyond tokenism and focus on authentic representation. That means centring women in the narrative, highlighting expertise and results, and ensuring balance across images, quotes, and messaging.

Male allies play an important role here, amplifying women’s voices without overshadowing them.

Why does visibility matter so much for attracting more women into automation?

Visibility creates belief. When women see others like them succeeding in technical and leadership roles, it helps them envision themselves in the industry.

Internally, visibility strengthens inclusion and retention. Externally, it shapes employer branding and attracts future talent. Over time, it creates a positive feedback loop: the more women are visible, the more women are encouraged to join.

Why must organisations take a proactive approach to gender diversity in recruitment?

Gender diversity is not just a social responsibility, it’s business critical. Diverse teams make better decisions, innovate faster, and create stronger solutions.

Proactive recruitment means inclusive job descriptions, broader talent channels, partnerships with universities and women-in-tech networks, and visible female role models. But attraction alone isn’t enough.

Retention requires mentorship, leadership development, transparent promotion processes, pay equity, and policies that genuinely support work–life balance.

What challenges do women still face across different levels of the industry?

Challenges vary depending on role and seniority.

On the shop floor and in field roles, women may face outdated perceptions, poorly designed environments, or scepticism about technical capability.

In professional and managerial roles, limited access to networks, mentors, and sponsors can slow progression.

At leadership level, underrepresentation, unconscious bias, and the pressure to balance demanding roles with family responsibilities remain significant barriers.

What role do mentoring, leadership support, and male allies play?

They are essential.

Mentorship provides guidance and confidence. Sponsorship goes further by actively advocating for women in promotions, projects, and leadership opportunities.

Leaders set the tone by challenging bias, ensuring equal opportunity, and embedding inclusion into everyday decisions. Male allies have a unique ability to amplify voices, defend colleagues when they’re not present, and normalise diversity in technical spaces.

What advice would you give to women considering a career in automation?

Believe in yourself and be yourself.

Approach the industry with confidence and curiosity. Build your network early, internally and externally. Stay visible, keep learning, and don’t let bias define your self-belief.

Automation needs diverse perspectives to continue innovating, and women have a critical role in shaping its future.

Final reflection: Diversity in automation is not about ticking boxes. It’s about building stronger teams, better solutions, and a more resilient industry for the future.

If you would like to discuss any of the topics raised in this piece, or if you need support with your leadership resourcing strategy, please get in touch with Alex Catana on: alex.catana@beaumontbailey.com.