Edel Madden's journey as CEO & Co-founder of Xsell reflects 35 years of recognizing technology's transformative potential. From her early teens when she identified technology as the future, to building an award-winning global digital marketing agency specializing in the ICT, Software and Cyber sectors, Edel has consistently positioned herself at the forefront of technological innovation.
Recently recognized as 'Digital Transformation Leader of the Year' at the 2025 Women in Tech Awards, she brings a unique combination of technical depth and business expertise. She recently shared her insights with Sync NI about the evolution of the tech industry, building authentic professional networks, and why technology serves as the ultimate enabler for solving real-world problems.
Have you always had an interest in technology, and was there a specific person or particular event that led you into your current role?
Absolutely. From early teens I recognised that technology was the future, and I needed to be a part of it. I used to crawl the papers (we did in those days )for the trending & best paid jobs and the interesting thing was there were really only 3 types of role: Computer Operations, Programmers or Systems Analysts, and not many of them at that, limited to a few large organisations.
But the industry was new and exciting, and I could see the vision for where this was going.
Fast forward to 2025 and there are now conservatively 100+ job roles – New Technology = New Roles: Every emerging tech creates new job categories so the potential is endless.
But for me in my journey, itwasn'tnecessarily the tech itself - it was the problem-solving it brought with it. It was the ability to apply technology to solve real business problems. The ability to streamline, automate, repeat. Using technology to keep your business competitive and helping growth.
I’ve had 25 years working in the sector at all levels before Co-founding a digital marketing agency specialised in marketing for Tech.So whatever you're passionate about - whether it's solving climate change, improving healthcare, building businesses, or creating art - technology amplifies your impact.
Technology is the ultimate enabler.
What would you consider to be the most enjoyable and rewarding aspects of your job?
Two things keep me energised every day.
First, the moment a client calls to say "It's working!" - when their pipeline is full, their sales team is busy, and they're hitting targets they didn't think were possible. That never gets old. We're not just generating leads; we're enabling business growth and sometimes transforming companies. There's real satisfaction in knowing your work directly impacts someone's success.
Second, building the team. Our values aren't just words on a wall - trust, team, empathy, fun, growth, and passion are lived every day. Watching someone join us nervous about their first tech role and then flourish into a confident professional who's making a real difference? That's gold.
Plus, I get to work with some genuinely fascinating people across different industries. Every client brings new challenges, and there's always something to learn. Boredom isn'tan option in this job.
In terms of career development, how important is it to build a professional network and attend industry events?
Networking in Belfast's tight-knit tech community (where 1 in 4 jobs are now digital) isn't about transactional relationships but genuine connections that matter enormously because reputation travels fast in this village-like ecosystem.
Professional networking and industry events are critical because they build the trust and relationships that lead to opportunities, keep you current with industry trends and emerging technologies, provide access to the hidden job market where the best roles are filled through referrals, connect you with mentors and collaborators who accelerate your growth, and create long-term career security in a rapidly changing industry.
In smaller tech scenes like Belfast's, authenticity is paramount because everyone knows everyone - your professional reputation and the quality of your relationships become your most valuable career assets, often more important than your technical skills alone.
How much impact can a mentor have on your personal development
Massive. But mentorship isn't always formal.
I've had various people throughout my career who've shaped my thinking - sometimes they didn't even know they were doing it. The best mentors don't tell you what to do; they ask the right questions that help you figure it out yourself.
What I've learned is that mentorship works both ways. Some of my best insights have come from reverse mentoring - learning from younger team members who see things differently or bring fresh perspectives on technology and market trends.
The biggest impact mentors have had on me is giving me permission to think bigger. When you're building something from scratch, it's easy to limit your vision. Good mentors help you see possibilities you might have missed and push you beyond your comfort zone.
What guidance would you offer to any young person on why they should consider a career in technology
There are a lot of young people now who don’t know what they want to do at 18.
My advice – if you are not sure, Technology is the ultimate enabler. Whatever you become passionate about in the future - whether it's solving climate change, improving healthcare, building businesses, or creating art - technology will amplify your impact.
Plus, let's be practical - technology offers genuine career security and growth opportunities while you ‘work out what it is you want to do’. Almost every sector needs tech expertise, so your skills remain transferable and valuable.
Here's what most people don't realise: you don't need to be coding from age five to have a successful tech career. The industry needs diverse perspectives, different backgrounds, and varied skill sets. Some of our most innovative solutions at Xsellhave come from team members who brought non-tech experiences to tech problems.
The pace of change keeps things interesting. What you learn today might be obsolete in five years, but that's exciting, not scary. It means you're constantly growing, constantly challenged, and never stuck in the same routine year after year.
What advice would you give to women considering a career change or return to work but are daunted by the prospect of working in what can be perceived as a male-dominated industry?
Do IT!
The tech industry has come a long way, and many tech companies are actively seeking diverse talent and creating inclusive cultures. Don't let outdated stereotypes stop you from exploring opportunities, and the male domination is changing!
Consider starting with companies that have strong female leadership or clear diversity initiatives. It's not that you can't succeed elsewhere, but having visible role models and supportive networks makes the journey easier.
Most importantly, trust your expertise. If you're making a career change, you're bringing valuable skills from your previous experience. Tech needs that diversity of thought and background.
And if you are returning to the workplace, be confident in your ability and what you can bring to the table - you will have likely forgotten more than some of the current staff know! Experience cannot be taught, and women have a unique ability to cut through the noise and offer practical common-sense solutions.
For those who may not come from a STEM background, what other career opportunities exist within the tech sector beyond software engineering?
The tech sector offers incredible opportunities for non-STEM professionals because technology companies need diverse skill sets to succeed.
Productmanagement is a natural fit for those with business, psychology, or liberal arts backgrounds - you'll translate user needs into technical requirements and guide product strategy.
UX/UI design welcomes people from graphic design, psychology, anthropology, or art backgrounds who understand human behaviour and can create intuitive user experiences.
Sales and business development roles are perfect for those with communication skills and business acumen, helping tech companies grow their customer base.
Marketing in tech - from content marketing to growth hacking - values creativity, storytelling, and understanding customer psychology over technical knowledge.
Project management and scrum master roles suit organised individuals who can coordinate teams and processes, regardless of technical background.
Customer success and support roles need empathetic communicators who can help users solve problems.
Technical writing and documentation require strong communication skills to make complex topics accessible.
HR and talent acquisition are crucial in tech companies struggling to find and retain talent.
Data analysis and business intelligence roles increasingly use user-friendly tools that don't require programming knowledge.
Quality assurance and testing can be learned on the job by detail-oriented people.
Many of these roles offer excellent career progression - product managers and designers often become executives, while sales professionals can earn significant commissions. The key is leveraging your existing skills while being willing to learn the basics of how technology works and understanding the problems your company solves.
The key is to find where your strengths intersect with technology needs. There'salmost certainly a place for your unique combination of skills in this industry.
Sync NI's Summer 2025 magazine celebrates women in tech across Ireland as we continue to encourage more women to enter the thriving sector and address the current gender imbalance. Read the Summer 2025 Sync NI Magazine online for free here.
