Charismatic, determined and with a clear vision of the future, Cristina Caricato is the face of communications for one of the world's most influential technology companies. From PR Manager for Italy to Head of PR for Xiaomi Western Europe, her rise has been unstoppable, just like her approach to change.
Named one of Italy’s Unstoppable Women in STEM, which celebrates female innovators who are redefining the rules of the game, embracing innovation is at the heart of her ethos: ‘Innovation is not just about devices, but about connections between people and ideas,’ she says.
Xiaomi’s Western Europe team with Cristina Caricato.
What qualities make a great leader? ‘Determination, curiosity, a desire to improve and the ability to turn every obstacle into an opportunity.’
But what does it really mean to be a female leader in the world of technology? And how do you build a new leadership model capable of inspiring future generations? Here, Cristina reveals her journey, challenges and successes in an ever-changing world. Because, as she tells us, ‘The real luxury today is knowing how to innovate without losing sight of people.’
Cristina, tell us about your career path so far?
‘My journey started with a passion for communication in an international agency, Burson-Marsteller, which gave me the opportunity to translate the complexity of technology into something accessible and fascinating for the public. Xiaomi is the perfect expression of this vision: dynamic, with an eye always on the future. Joining n 2019 as PR Manager for the Italian market was an achievement, but more importantly a new starting point. In the beginning everything was a big challenge: Xiaomi still had to build a solid reputation in a competitive market. I started proposing projects and creating storytelling capable of appealing not only to industry media but also to a wider audience. I developed strategic partnerships to elevate brand perception. I tried to combine creativity and strategic vision, exploring new territories, untouched by competitors, such as the world of art or cinema.’
What is the most challenging aspect of your work at Xiaomi?
‘Every day we have the opportunity to tell stories of innovation that improve people's lives. It is exciting to be able to work in a company that is constantly experimenting with new technological frontiers. The biggest challenge? Being able to create an authentic and consistent narrative in a world where everything is changing at the speed of light. Finding the right balance between the global message and the need of each individual market is an exercise in strategy, empathy and creativity.’
Is being a woman in a male-dominated industry like tech difficult? What obstacles have you encountered and how have you overcome them?
‘Technology is still predominantly male territory, but that doesn't mean women don't have space. Of course, there are challenges, but I love challenges, they are opportunities to stand out and bring a different perspective. Being a woman is not a limitation but a strength. What pushes me to overcome difficulties is the knowledge that, in addition to my professional ability, I can help change the narrative and culture of an entire industry. Every step forward we take paves the way for new opportunities for other women-this is what motivates me on a daily basis.’
When it comes to more women holding the top positions in the sector, have you seen any improvement?
‘In recent years there has been more openness and awareness about the importance of equal leadership, but if it is still being talked about, it means there is a long way to go to foster equitable growth. Companies are beginning to realise that gender diversity, both on teams and in top management positions, brings added value in terms of innovation, different perspectives, and the ability to connect with a wider audience. But it is not enough: concrete actions are needed. In this sense, the new generation brings with it a fundamental change: a new, more conscious and inclusive approach that reflects this transformation and gives us hope for a future in which gender equality becomes the norm, not the exception.’
Do you think women still feel they have to work twice as hard to prove their word? What is your personal experience?
‘Unfortunately, it is true that many women feel the need to constantly prove themselves, often more than their male colleagues. It is a cultural pressure but also self-imposed. I have always believed that the quality of work speaks for itself, regardless of gender. The real point is that there are still biases that lead people to think that certain positions are better suited to men than women or vice versa. I am a firm believer in meritocracy: a person's value does not depend on their gender but on their skills, dedication, and ability to achieve results. Personally, I have always tried to do my job with commitment, without feeling the need to have to prove something more just because I am a woman.’
What does female empowerment mean to you?
‘It means having the freedom and opportunities to express one's talent without barriers, whether social, cultural or structural. It is a process that starts with education and goes through all contexts to the world of work, passing through the awareness of one's own value. It is a concept that goes beyond job title and involves personal growth, self-awareness, and confidence in one's abilities.’
Female and male leadership: are there differences? What strengths can female leadership bring?
‘Leadership has no gender, it has style. There are capable leaders and mediocre leaders, regardless of gender. That said, women have often developed leadership based on empathy, collaboration, and long-term vision. Not because they are innate, but because society has taught us to manage relationships differently. These qualities, in today's business world, are not only useful: they are indispensable.’
Sheryl Sandberg, former chief operating officer of Facebook, said, ‘The power of women is not just in their intellect but in their ability to connect and build meaningful relationships.’ What do you think?
‘I agree. Networking, the ability to team up and build valuable relationships are key aspects for any leader. Communication, connection and trust are essential elements for the success of any team and organisation. And in PR, where connecting with people is everything, this aspect is even more evident and critical.’
You were part of the Unstoppable Women list, the 150 women to watch in digital and startups in Italy. What qualities do you think are essential to suceed in this sector?
‘Determination is undoubtedly essential, but it is not enough if it is not accompanied by curiosity, the search for continuous improvement and the ability to work collaboratively, building strategic alliances. Making a difference also means being able to deal with failures and turn them into opportunities for growth. It is not a solitary race, but a journey that you take with a team, with a support network that pushes you to overcome your limits and bring more and more value to the people and realities you collaborate with.’
What advice do you have for young women who want to land leadership roles?
‘Don't be afraid to fail, because every mistake is a valuable lesson. Embrace every opportunity that comes your way, but also be prepared to make difficult decisions, ones that require courage. Make your ideas count, but don't stop at the first one that comes to mind. Be curious, explore new avenues and, above all, stop asking yourself if you are enough: you already are.’
Xiaomi is a young and dynamic brand. How is the company committed to promoting inclusion and diversity, both within its teams and in its communications?
‘Xiaomi strongly believes in inclusion and diversity, both within its teams and in its communication strategies. Our global and multicultural reality is reflected not only in our projects but also in the people who coordinate them. For example, at the Western Europe level, we are proud to have a woman leading the marketing department, and in key markets such as Spain, Germany, Italy, and the UK, strategic roles such as Head of Marketing or Head of Retail are held by female figures. This demonstrates Xiaomi's concrete commitment to promoting gender equality and ensuring that women hold leadership positions with a direct impact on our ability to innovate and connect with diverse audiences. In addition, we always strive to use inclusive language and create campaigns that embrace and celebrate all our users, regardless of gender or sexual orientation.’
Xiaomi is part of the ‘Bridging the Digital Divide in Education’ initiative in Europe. Can you tell us more about it?
‘We live in a time when technology can be an amazing opportunity, but only if it is accessible to everyone. That is why Xiaomi invests in projects that reduce the digital divide, offering tools and resources to ensure inclusive and innovative education. The future is built from here.’
Will the luxury of the future be owning the latest technology or knowing how to disconnect from it? Which do you choose?
‘I think the real luxury will be knowing how to balance both aspects. Balance is the key. Technology should enhance life, not dominate it. It is critical to our development, but it is equally important to preserve our well-being and make time for real relationships and time for self. And this is a reminder for me as well, that I should definitely do it more; but then again, you never stop growing and learning.”
Photos by Marco D'Amico
Make Up / Hair Yolanda Blanco
Location: El Palauet Royal Suites Barcelona