To help celebrate Women’s History Month, this week I had a “cup of coffee” with Kay Fernandez, Katun Corp.’s VP of global marketing:
Good morning, Kay! Please share with us how you got started in this industry.
Hello, Carol. While pursuing my MBA, I took a product marketing course that sparked my interest in marketing. I was excited by every aspect—from working with the engineering team, developing marketing strategies to working closely with clients. After graduating, a friend who had recently joined Toshiba informed me about an opportunity in their product marketing department. I interviewed, stressed about it for weeks, and then landed the job. I spent 12 years there, progressing through various roles and eventually becoming vice president of marketing.
After my time at Toshiba, I was out of the industry leading B2C marketing for three years, then got a call from a former boss about an opportunity at Konica Minolta. I started as the director of sales planning in the regional office in California, then moved cross-country to New Jersey to take a leadership role at their U.S. headquarters. My focus was on shaping Konica Minolta’s brand identity as the company transitioned into IT services, while leading marketing communications, business development, channel marketing, digital marketing and, eventually, learning and development. It was a huge role, and I’m so thankful that I had the opportunity to lead and learn so much while I was at the company.
I recently joined Katun Corporation to launch a completely new brand strategy and our first series of Arivia multifunction printers. It wasn’t just about taking on a new role—it was about leading a new business, reshaping a brand, and building something with real impact. Katun already had a strong reputation in the imaging supplies industry, but there was an opportunity to evolve, to push boundaries, and to create something fresh from the ground up.
How exciting! What are your thoughts on the importance of women having mentors in the industry? Can you share with us your own personal experiences?
Having mentors in the industry is incredibly important for women at every stage of their careers. Early on, I had a mentor who really helped me with learning the job, navigating challenges, and building confidence. One manager, in particular, was incredibly patient, supportive, and genuinely invested in my well-being and success. She had a profound impact on my career. Our cubicles were side by side, and I could easily turn to her for guidance on just about anything.
As my career progressed, I engaged with a coach who provided an objective viewpoint, helping me navigate complex decisions and leadership challenges. Most significantly, I had a sponsor at Konica Minolta who made a huge difference. This person not only believed in my potential but also opened doors, championed my work, and helped me reach the next level in my career.
Mentorship, coaching, and sponsorship each served a different purpose for me, and they created a strong foundation for my success. Women in the industry would benefit tremendously from these relationships, and it’s just as important to pay it forward by mentoring others.
You have worked on both sides of the partner channel (imaging and infotech), would you say it’s ‘easier’ for women working on the IT side as opposed to the more traditional printer/copier side?
Having worked for both an imaging and IT organization, I’d say they are quite similar in terms of challenges for women. Both industries are still predominantly male-dominated, with large populations of IT engineers on the technology side and service technicians on the imaging side. While the work itself may differ, the overall experience for women remains largely the same.
In both fields, breaking into leadership roles, building credibility, and navigating workplace dynamics can require extra effort. However, progress is happening, and as more women step into leadership and technical roles, the culture continues to evolve. The key is to keep pushing for representation, mentorship, and opportunities that empower women across both industries.
Has becoming a working mother adversely affected your progression up the corporate ladder?
Early on, when my three daughters were younger, it was definitely challenging to juggle the demands of work and family. I was fortunate to have a strong support system from my family and ‘village,’ which made a huge difference. Having a reliable network of support is critical for balancing both roles.
I don’t feel being a working mother has adversely affected my career progression. In fact, my experiences as a mother may have strengthened my leadership skills, such as time management, resilience, and empathy. Now that my girls are young adults, I hope I’ve been and will continue to be a positive role model for them, showing them that it’s possible to pursue a career while balancing family life.
What would your colleagues say is your greatest strength?
Being focused, pragmatic, with a willingness to challenge the status quo. I like to push boundaries and drive meaningful change while understanding what is realistic and what can be accomplished. I also hope they see me as someone who brings a sense of fun to the job. It’s important to create a space where people can laugh, connect, and build strong relationships. It helps us approach challenges through increased collaboration and a sense of belonging.
What’s the best advice you’ve received from a colleague or mentor? And, what advice do you give your younger female colleagues about working in the office technology industry?
One of the most valuable lessons I’ve learned came from a simple but powerful phrase: ‘It’s hard to see the forest through the trees.’ I was working late one night, buried in the details, trying to make sense of some numbers when I was reminded to step back and look at the bigger picture. That advice shifted my perspective and has become a key part of my leadership approach—sometimes, the best way to solve a problem is to take a step back and see the broader view.
The advice I would share with younger colleagues in the office technology industry is: Don’t be afraid to think big and try new ideas. It’s always better to be proactive and take a chance on something new. Even if things don’t go as planned, every experience—success or failure—teaches you something valuable. Growth comes from pushing boundaries, embracing challenges, and having the confidence to bring your ideas forward. That’s how you build resilience, sharpen your skills, and become a stronger leader.
What notable woman has inspired you by their contributions to history, culture and society?
Angela Ahrendts has been a source of inspiration for me. I had the opportunity to see her speak at a conference, and her insights left a lasting impression. As the former CEO of Burberry, she transformed the company from a traditional trench coat maker into a global luxury brand through bold digital innovation and brand strategy. Her ability to blend technology with heritage, while staying true to the brand’s identity, was truly remarkable.
Beyond her business acumen, I admire her leadership philosophy—she emphasized the importance of people, culture, and purpose in driving success. Her career, including her later role at Apple, is a testament to the power of visionary leadership and the impact of embracing change.
Before we wrap up, Kay, is there anything else that you’d like to add about your experience being a woman in this industry?
One of the most important things I’ve learned as a woman in this industry is the power of allyship and support. Actively listening to and uplifting others—especially other women—can make a real difference. Supporting someone doesn’t have to be a huge commitment; sometimes, it’s as simple as sharing an encouraging message, forwarding a helpful article, or letting someone know you’re available for a chat. Small gestures can have a big impact.
I also believe in creating opportunities for women to come together, share experiences, and learn from one another. Whether it’s through mentorship, networking events, or informal conversations, fostering a sense of community helps everyone grow. By supporting and empowering other women, we not only contribute to their success but also strengthen our own leadership skills and the industry as a whole.
