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‘The work we do here in Ireland contributes to the bigger picture’
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Naomi Ryan, Senior Manager at PwC in the Technology, Media & Telecommunications Team, on her international role in tech, the opportunities in diversity and the importance of staying ahead in an ever-changing industry.
If there’s one constant in tech, it’s that nothing stays the same for long. It’s this fast pace of change and innovation that initially drew Naomi Ryan in, and it remains among the things she enjoys most about her current role. As a Senior Manager at PwC Ireland, she leads business-led, tech-enabled transformation initiatives for clients in the Technology, Media & Telecommunications (TMT) sector.
“My role in the TMT team is internationally focused,” Naomi explains, “so I get to work with global organisations to navigate change, embrace innovation, and respond to the geopolitical and regulatory landscape. It’s exciting working with clients that are navigating transformation at such a large scale, and to know that the work we do here in Ireland contributes to that bigger picture.”
It’s a position that clearly fits into her skill set, not only with a background in tech, but also a natural affinity for constant evolution. “I’m a very curious person,” she says, “and I enjoy working in environments that offer variety, challenges and continuous learning. So that’s why I felt consulting was such a great fit, and then PwC stood out to me because of its global reach and collaborative culture and that strong focus on business-led, tech-enabled transformation.”
Naomi says she loves being challenged. “I enjoy trying to solve complex problems and being pushed to think more creatively, especially when I can see that that work is having a real impact. I’m also quite social, and I really enjoy working as part of a team. I’m very lucky working in PwC, I have a strong team around me with a culture that really values collaboration, and I’m very fortunate as well to be supported by a number of great mentors who encourage me to challenge myself.”
What this means on a day-to-day basis, is working with clients to solve problems and navigate change. This requires not only knowledge of trends in the industry, but a deep understanding of each client’s business, and as Naomi explains, this sector is at the forefront of disruption, so managing change is paramount. “Whether it’s responding to emerging technologies like agentic AI, navigating the shifting regulatory landscapes, or adapting to evolving consumer behaviours, change is constant,” she says. “It means organisations need to be agile, resilient and future-focused, so managing change well will allow them to stay competitive and unlock new value and growth opportunities.”
Whether it’s responding to emerging technologies like agentic AI, navigating the shifting regulatory landscapes, or adapting to evolving consumer behaviours, change is constant. It means organisations need to be agile, resilient and future-focused.
As part of her role, Naomi drives the development of the PwC Global Entertainment & Media Outlook for the Irish market every year, a report that provides in-depth analysis and forecasts across the global entertainment and media industry. As well as being an insightful tool, this also gives her insights into emerging trends and behaviours.
“What has stood out to me over the past few years is the resilience of the sector, especially in Ireland, as it’s bounced back strongly post Covid,” she explains. She is also interested in how visible the trends are in our day-to-day lives, such as the rise of streaming and digital advertising, and the ways we consume entertainment and media today. She also emphasises Ireland’s position in the global landscape. “We’re a relatively small market, but we’re also incredibly dynamic, and we often mirror the global trends in areas such as internet, advertising, connectivity and live entertainment.”
Another area Naomi is passionate about is advancing gender equality in the tech industry. She is Retain Co- Lead for the Connecting Women in Technology (CWiT) network, which promotes gender diversity and equality in the sector.
“I attended my first CWiT event last year, and I was genuinely blown away by the sense of community and energy and passion in the room,” Naomi explains. “I knew right away that I wanted to get more involved. Our focus is helping women to thrive and grow in tech related roles, and it’s been incredibly rewarding working alongside such a committed group of people and contributing to initiatives that are helping to create a more inclusive and supportive workplace.”
She says it has also deepened her understanding of what inclusive leadership looks like. “Leadership isn’t about having all the answers, it’s about listening and learning, and using your voice and your platform to champion others and also help create environments where everyone has the opportunity to thrive.”
For any women who are considering entering this field, Naomi is clear in what she would advise them. “Go for it. Both tech and consulting are full of opportunity, and there’s a real need for diverse perspectives, especially as the industry continues to evolve. Don’t feel like you need to have all the answers or tick every box before you start – being curious and adaptable and eager to learn will take you far.”
She points out that in this sector, the skills and knowledge are constantly shifting. “It’s changing so fast, and innovations like AI are changing how we work today. There’s no blueprint for it. So, there’s more value placed on skills like curiosity and willingness to learn and adapt. It’s an exciting time for anyone starting in this space.”
PwC helps business leaders in the technology, media and telecommunications (TMT) industry to manage complex businesses and adapt to accelerated digital transformation. Visit pwc.ie/tmt to see how.
Photography: Kieran Harnett
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