Empowering Voices: Stories of Women in Tech at Direct Supply

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At Direct Supply, we’re proud to celebrate the incredible women who are making waves in the tech industry. Their journeys are a testament to resilience, innovation, and the relentless pursuit of excellence. As part of our Women in Tech campaign, we are thrilled to share the unfiltered stories of five remarkable women from our company. Each narrative is a unique reflection of their experiences, challenges, and triumphs. We hope their words inspire and encourage others to embark on their own tech journeys.


Beth Jagodinsky, Director of Technology Product Management

How did you start your journey in tech?

I had an unlikely journey into technology as I came out of college with a Bachelor’s in Economics. After several roles in Marketing, Finance, and Mergers & Acquisitions for a couple of companies, I made my way into the technology world as a project manager at a software startup in Chicago. It was there that I started working with engineering teams to build software products and realized I really loved it. From there, I moved into Product Owner and Product Manager roles and eventually led product development teams at companies ranging from startups to Fortune 50 enterprises.

What has your experience been like as a woman in this space?

Often, I might be one of few women in the room or on the team, but with the support of mentors and sponsors over the course of my career, I’ve gained the confidence to inspire and advocate for women in tech and leadership. Early in my career, I co-founded the Milwaukee Chapter of Girls in Tech to bring awareness and hands-on learning opportunities to young girls and women interested in STEM careers. This is really how I found my way to tech—through opportunity—and I am passionate about continuing to lead the way!

What challenges and successes have shaped your career?

Throughout my career, I’ve faced both successes and challenges every year, month, and week, each offering valuable lessons. Embracing continuous improvement and being humble to accept and act upon feedback have been crucial. I’ve learned a lot about grit and perseverance when solving difficult problems or projects that didn’t turn out the way we wanted. I’ve also learned that being a collaborator and relationship-builder makes every success, or failure, that much more rewarding and meaningful.

What do you love most about being in the tech industry?

Technology is an industry that really allows you to embrace lifelong learning. Change is a constant, and being in the tech industry enables you to adapt, experiment, and try new things. I love the creative aspect of imagining and building new products, along with deeply understanding end users and coming from a place of empathy to really help them. It is truly fun and rewarding.

What advice would you give to someone entering the tech space today?

Dare to disrupt and embrace the chaos! The tech space is ever-evolving, and it’s not for the faint-hearted. Be fearless in challenging the status quo and relentless in your pursuit of knowledge. Seek out feedback, even when it’s tough to hear, and use it to fuel your growth. Remember, your unique perspective is your superpower—use it to drive innovation and make your mark in this world!


Eden Basso, Software Engineer Intern

How did you start your journey in tech?

I really started to dive into technology when I entered MSOE (Milwaukee School of Engineering) for a computer science degree. I chose computer science because I loved puzzles growing up, and the computer science labs I completed in high school felt more like solving a puzzle than completing an assignment.

What has your experience been like as a woman in this space?

I attend a small engineering school with over 70% men. The lack of other women around me made it a bit more difficult to make friends with others in my major at first. I relied on different blogs and social media pages by women in the industry to relate to. Throughout my first couple of years of college and when I started my internship, it would have been reassuring to hear that I was not the only one experiencing certain challenges and doubts. So I think it will be really encouraging for other young women like myself when more and more women pursue CS/SWE careers.

What challenges and successes have shaped your career?

One of the biggest challenges I have faced throughout my professional and academic career is imposter syndrome. I know this is incredibly common in the tech industry, and many women deal with it as well. The more I grow professionally, the more I understand the importance of work-life balance and finding successes in both my professional and personal life.

When I started my internship, I struggled to shift from a student mindset to a team member mindset. Instead of just taking notes during meetings, I had to get used to voicing my opinions and questions, even if I wasn’t fully familiar with the domain or the technology. Realizing the value of interdependencies within a team and learning the importance of specialized skill sets and knowledge helped me accept the idea: “Yes, I am not an expert in this domain, but I still have my own valuable things to offer.”

What do you love most about being in the tech industry?

I have been given the opportunity to be on really great teams with individuals who have given me the space to grow technically and professionally. Although I am still fairly new to the industry, my role gives me the opportunity to test out new technologies as well. I think the mix of great people and the continuous opportunity to grow is what I love most.

What advice would you give to someone entering the tech space today?

If you are ever nervous or worried about something, instead of avoiding it or constantly thinking about it, start slow. For example, I was really anxious when it came to networking, so I started to watch videos of people networking with each other or podcasts about how to network. My goal wasn’t to get better; it was just to get comfortable enough to set up a lunch with a new colleague.

If you have a goal, tell someone. I know I struggled to tell employers and leaders what I wanted. I often felt I was being pushy or demanding. If your goal is realistic and achievable within the given timeframe, expressing it to someone else will help you stay accountable. I think it also shows leaders you are committed to growth and adding value to your organization.


Yasmine Ferguson, Business Analyst

How did you start your journey in tech?

I’ve always been interested in technology as a kid, whether I was playing around with new phones or helping troubleshoot for my family. When I was in college, I started working at my school’s help desk and continued to grow my interest. From there, I learned there are a lot of tech-related roles, outside of coding, that I was very interested in and thought I could excel at.

What has your experience been like as a woman in this space?

I’ve had a great experience so far. Working with other women in this space and getting their perspectives has been very helpful as I think about the future of my career. I have people who support me as I continue to learn and grow in the space, and I can look to them for guidance when navigating difficult situations.

What challenges and successes have shaped your career?

I’m just getting started in my career, so my biggest challenge is feeling inexperienced. However, as I worked on different projects and see how I’m trusted to do my job, it’s helped me build my confidence in my capabilities. Each small success makes me feel like I’m in the right place to grow my career.

What do you love most about being in the tech industry?

There are constantly new and interesting things happening in the industry, and I love learning about them and incorporating them into my work. It’s one thing to see how technology affects me as an individual, but I really enjoy seeing how companies can transform solutions into something bigger that can benefit so many people.

What advice would you give to someone entering the tech space today?

Technology is everywhere, and there are tech roles beyond the typical coding jobs we usually think of. Explore what is out there and think about what you enjoy doing and how that can apply to the tech space.


Shannon Burns, Senior Software Engineer

How did you start your journey in tech?

I was very interested in Math and Science in school, so a STEM field made sense to pursue. I got some exposure to software development through my older brother, who is also a Software Engineer. I thought it would be a challenging but fulfilling career, and part of me liked going into a field that was underrepresented by women.

What has your experience been like as a woman in this space?

I have had both good and bad experiences related to being a woman in tech. Often, I was the only female developer in a room, which did present a feeling of being an outsider in this male-dominated field. Though it also made me memorable, which I think helped me get some early opportunities. There were some uncomfortable situations and being judged due to my gender. However, I was also able to break stereotypes and be a mentor to other women in tech.

What challenges and successes have shaped your career?

I think taking on my first team lead role helped shape how I approach my work. It made me understand the importance of putting aside ego and doing what is best for the team and the customer. You take on a lot of different hats when you lead a team, and even though I’m no longer in that role, it has influenced how I approach my work and interact with my current team.

What do you love most about being in the tech industry?

I love the challenge that is present every day. We are constantly having to solve problems and learn new things.

What advice would you give to someone entering the tech space today?

I would say don’t be afraid to make mistakes. Being bold and going outside of our comfort zones is how we grow.


Jenny Fenzl, Sr. Project Manager

How did you start your journey in tech?

I graduated from the University of Wisconsin–Eau Claire with a degree in Management Information Systems. My professional journey in tech began as an intern at a private startup software company, which grew from around 40 employees to a larger company. I started as a software developer, creating SaaS applications and solutions for the insurance industry. As I advanced in my career, I became a leader in the research and development space, serving as the Director of Software Development and Program Director. In 2021, I changed companies, where I now work as a Sr. Project Manager and Product Owner for Direct Supply’s eCommerce platform. I am passionate about easing pain points and delighting customers through innovative technology solutions.

What has your experience been like as a woman in this space?

Fortunately, my experience as a woman in technology has been incredibly supportive. When I joined my team over 20 years ago, it was predominantly composed of women software developers. At the time, I didn’t realize how rare and fortunate this situation was. The leadership not only supported but also promoted women to key roles. To this day, I remain grateful and deeply admire those individuals who championed this inclusive environment.

What do you love most about being in the tech industry?

Working in technology is both challenging and rewarding. I enjoy developing new solutions that solve problems and simplify life. There’s also an element of troubleshooting and playing the role of a detective. When something doesn’t work, you have to roll up your sleeves and figure it out, and solving that puzzle can be incredibly satisfying. Another aspect I love about working in technology is the constant opportunity to learn something new. With technology always evolving, staying current on industry trends is essential.

What advice would you give to someone entering the tech space today?

You don’t need to write code to work in tech. There are many roles that are needed to make technology teams successful. Embrace the unknown, stay curious, and take the first step that may start to bring some clarity to the problem. Nobody has all the answers.


These inspiring stories from Beth, Eden, Yasmine, Shannon, and Jenny highlight the diverse paths and experiences of women in technology at Direct Supply. Their journeys underscore the importance of perseverance, continuous learning, and the courage to embrace challenges. Whether you’re just starting out or looking to advance in the tech industry, their advice offers valuable insights. At Direct Supply, we’re committed to fostering an inclusive environment where everyone can thrive and contribute to innovative solutions that make a difference.

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