Digital Women Awards 2025 Winner: Karolina McIlroy

Introducing Digital Women Award 2025 Winner

Karolina McIlroy: Woman for Good Award 2025

Each year this award spotlights women who harness digital skills to move communities, industries – and the world – forward. We celebrate their ingenuity, their impact and the inspiration they provide. Our 2025 winner is Karolina McIlroy.

Tell us a bit about yourself.
Hi! I’m Karolina McIlroy, founder of kmac digital and a digital strategist with over 20 years’ experience in marketing, communications, and fundraising. I work with charities, social enterprises, and mission-driven brands to help them grow their impact through digital. What drives me is seeing organisations with a clear purpose thrive- not just survive- using tools, strategy, and storytelling that truly connect with audiences.

What does winning this award mean to you?
It has a genuinely special meaning. As someone who focuses on the doing I almost always forget to celebrate my successes. As a freelancer working mostly behind the scenes, this kind of recognition is rare- and incredibly special. “Woman for Good” captures exactly what I strive for every day: using my skills to help good causes do even more good. It’s also a reminder that doing values-driven work in digital is valid, powerful, and worthy of celebration.

What career achievement are you most proud of?
Partnering with Christian Aid during a time of major change – and helping them transform their digital campaigns strategy from the ground up. From building new testing frameworks to improving ROI and empowering their internal teams, this work has had lasting impact. I’m proud that the collaboration continues today, with equally strong results.

What impact have you seen from your work?
The most tangible impact has been improved fundraising performance: stronger lead gen, lower cost-per-acquisition, and more confident use of digital internally. But the most meaningful impact? Hearing from clients that I’ve helped them feel less overwhelmed, more empowered, and better equipped to make informed decisions. That’s everything.

What’s the biggest lesson you’ve had to learn, and how did you grow from it?
Learning to value my own expertise. In the early years, I constantly over-delivered to prove myself. Now, I know that clarity, boundaries, and mutual respect are not just healthy – they’re essential to good work and sustainable impact.

What’s one thing people might be surprised to learn about you?
I originally planned on studying languages – but realised quickly that my heart was in building and creating rather than interpreting. That pivot into digital marketing completely changed my path (and probably my happiness levels too!).

What advice would you give to the next wave of Digital Women?
You don’t need to have it all figured out. Focus on showing up consistently, learning out loud, and building real relationships. Stay values-led – it’s your most powerful compass.