The Lessons of Sponsoring Young Women Product Managers

We are where we are today because someone paved the way for us. Now, it’s our turn to pay it forward and change someone else‘s life and career trajectory.

If we take a moment to look around at successful, diverse women, we’ll notice a common thread: throughout their careers, they had individuals who deliberately advocated for them, shaping the trajectory of their professional lives. This holds true across industries. These women gained introductions to influential people, access to valuable opportunities, and doors opened for them because someone, often multiple people, championed their growth.

We need more diverse women in product leadership, not just at the C-suite level but at every stage of our organizations. One of the most effective ways to advance diverse women, especially those from marginalized communities, is through intentional advocacy, also known as sponsorship.

What is Sponsorship for Women? 

Sponsorship happens when a senior leader intentionally recommends a specific employee for an elevated role or significant assignment. The sponsor takes the time to understand the employee’s professional and personal ambitions and connects them with opportunities that accelerate their career growth.

Why is Sponsorship Essential for Women Product Managers? 

My experience in product management has repeatedly shown me that women in leadership roles must make a conscious effort to sponsor young women because, all too often, no one else will.

Throughout my decade-long career in product management, spanning large corporations, mid-sized businesses, startups, and small organizations, I rarely encountered a Director of Product, Vice President of Product, or Chief Product Officer who looked like me or came from my community. That absence highlights the urgent need for sponsorship.

Sponsoring women not only helps individuals stand out and progress more efficiently, but when done correctly, it also fosters professional networking that benefits all women within an organization.

 Our product management teams should reflect the diversity of our society. Organizations must cultivate environments where diverse women see themselves at every level, in every team, department, leadership position, and boardroom, regardless of their background.

Building a Culture of Sponsorship and Advocacy 

How can you find a great sponsor, and how can a sponsor effectively support talented women? Let’s dive into the details.

1. Be Visible 

A strong network provides a community to support you, making it easier to be seen and heard. Engaging with your network allows you to share your perspectives, ideas, and concepts while receiving valuable feedback. Implementing suggestions from mentors and colleagues enhances your credibility and solidifies your reputation as a thought leader. By putting yourself out there, you increase your visibility and influence within your organization.

2. Seek Out Advocates

Finding the right sponsor begins with identifying individuals in leadership roles who appreciate your work and recognize your potential. Look for leaders who actively support career development, value diversity, and have influence within the organization. Engage with them through meaningful conversations, share your aspirations, and seek their guidance. Building these relationships naturally fosters sponsorship opportunities.

3. Inverse Sponsorship

One impactful way to foster empathy, awareness, and diversity within teams is through inverse sponsorship. This approach pairs senior leaders with women from marginalized communities to build meaningful relationships and gain firsthand insight into their experiences within the organization. Through this process, leadership can better understand whether these women feel included, heard, and valued. More importantly, it provides an opportunity for senior leaders to implement real changes that strengthen organizational values and principles, fostering a culture of equity and belonging.

4. Include Men as Allies 

Sponsorship should not be limited to women advocating for other women. Men play a critical role as allies. Encouraging male leaders to step up as sponsors and advocates can significantly impact the career growth of diverse women. Men who champion diversity and inclusion help dismantle systemic barriers and foster a culture where all employees can thrive.

5. Cultivate Strong Relationships 

Sponsorship is most effective when it is built on a foundation of trust and genuine support. Sponsors should take the time to understand their protégés’ goals, strengths, and areas for growth. Regular check-ins, career guidance, and providing meaningful opportunities help ensure that sponsorship is impactful and mutually beneficial.

6. Recommend Without Being Asked 

One of the most powerful ways to sponsor someone is to advocate for them even when not in the room. Sponsors should proactively recommend talented women for leadership roles, stretch assignments, and key projects without waiting to be asked. This proactive support can significantly accelerate career progression.

7. Accept the Opportunity and Say Yes

For women receiving sponsorship, it is crucial to embrace opportunities with confidence. When offered a job, project, or leadership role that excites but intimidates you, say yes, thank you. Growth happens outside of comfort zones, and taking on challenges, even when you feel unprepared, will build resilience and credibility.

8. Pay it Forward

Sponsorship creates a ripple effect. Those who have benefited from sponsorship should pay it forward by supporting the next generation of women in their organization. This can be as simple as reaching out to a new hire, offering mentorship, sharing resources, or making introductions within your network. A small act of sponsorship can make a significant difference in someone’s career.

Final Thoughts

Sponsorship isn’t just about career advancement, it’s about shaping the future of product management. When senior leaders advocate for diverse women, they open doors that might otherwise stay closed. Every woman sponsored into leadership creates a ripple effect, paving the way for more voices, ideas, and innovation. By committing to sponsorship, we build teams that reflect the world around us. The future of product management is diverse, and with intentional advocacy, we can all play a role in making it happen.