The annual initiative seeks applications from women working across digital, e-commerce and technology 

Digital Business Ireland, the country’s leading representative body for online and digital businesses has today announced the launch of its annual Female Mentoring Initiative, to mark International Women’s Day. The initiative is being supported by Tracy O’Brien, Managing Director of The People Password.  

Launched today, the initiative invites applications from women working across digital, ecommerce and technology, who are on the cusp of taking the next step in their careers.  The Female Mentoring Initiative is now in its fourth year, having supported business leaders from the HealthTech and retail sectors in taking the next step in building their businesses.  

Tracy O’Brien will provide five one-to-one mentoring sessions to the successful applicant. Her company, The People Password, focuses on unlocking the potential in people through business strategy and management solutions, training, coaching, mentoring, mediation and positive HR Solutions.  

Since its establishment in 2019, Digital Business Ireland has worked to provide crucial learning and networking opportunities for women working across the digital, ecommerce and technology sectors. The representative body also works in tandem with its 8,500 strong membership to offer support and advocacy through various initiatives. This year’s Female Mentoring Initiative is the fourth iteration, following the success of last year’s campaign, in which female entrepreneur Emma Murphy, Founder and CEO of Health Technology enterprise, Eating Freely, received one-to-one mentoring support. 

Speaking today, Secretary General of Digital Business Ireland, Lorraine Higgins said: “I am delighted to launch the fourth year of our Female Mentoring Initiative. Last year’s event was a tremendous success, and we intend to build on this success to provide an important platform to advance women in business.  

We are proud of this initiative as Digital Business Ireland has been focussed on elevating women across tech and ecommerce since our inception. We are very excited by the support of Tracy O’Brien from People Password and aim to use this collaboration to drive further success.”  

Managing Director of The People Password, Tracy O’Brien said: I am honoured to be asked to support this fantastic initiative by Digital Business Ireland.  My passion is unlocking the potential in people and mentoring is a proven tool for this. I am delighted to lend my support to and share my experience with the successful applicant to empower them to build on their current success.” 

Applications for the Female Mentoring Initiative can be submitted at 

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