Five Questions With: Elana Chan, Global Director, Cross Channel B2B Marketing (SMB & Enterprise), Google

As the Global Director, Cross Channel B2B Marketing (SMB & Enterprise) at Google, Elana Chan sits at the intersection of technology, commerce, and community, helping small and medium businesses harness the power of digital tools not only to survive but thrive. Her work is grounded in the apparent belief that innovation should be accessible, inclusive, and empowering, especially for those historically excluded from its benefits.

Her approach to leadership blends strategy with empathy, data with curiosity, and scale with intention. She has built a career around creating marketing strategies that support under-resourced entrepreneurs, championing inclusive product design, and mentoring future changemakers.  Her board work with Fora: Network for Change exemplifies this commitment, because for Elana, leadership isn’t just about opening doors, it’s about reimagining the systems behind them.

In this conversation, Elana shares how she’s turning complexity into clarity for business owners, what she’s learned leading through chaos and change, and why the next generation of leaders is already transforming the future of tech by showing up with purpose, vision, and authenticity.

Your work is focused on helping small and medium businesses thrive through digital tools. What have you learned about the unique challenges and opportunities these businesses face in today’s economy?

Small and medium businesses (SMBs) are the backbone of our economy — they create jobs, drive innovation, and bring life to our communities. However, they’re often under-resourced and stretched thin, constantly navigating shifting consumer expectations and economic pressures, such as inflation and tariffs. And now, we’ve added AI into the mix, so it’s no surprise many business owners feel overwhelmed by the pace of change.

What I’ve learned from working closely with SMBs is that impact doesn’t come from flashy tech. It comes from practical, effective solutions that help them perform better without adding complexity. In marketing — where I spend most of my time — we focus on AI that works behind the scenes: automating the busywork, surfacing useful insights, and helping them connect with the right customers more efficiently. Whether it’s improving their digital presence, refining targeting, or understanding what’s actually driving ROI, our goal is to turn complexity into clarity — so they can spend less time decoding data and more time growing their business.

You have built your career at the intersection of technology, commerce, and marketing. How do you think AI and digital marketing can be used to create more equitable access and opportunity for diverse entrepreneurs?

When used thoughtfully, AI and digital marketing can be powerful equalizers. They give entrepreneurs — no matter their background or budget — the ability to reach the right audience, personalize messaging, and make smarter business decisions. A local boutique, for example, can now utilize AI to understand customer behaviour, predict trends, and automate its outreach, ensuring the right message is delivered to the right people at the right time. With just a smartphone and a few affordable tools, they’re creating content, running ads, and tracking performance with a level of sophistication that used to be reserved for big brands.

But access alone isn’t enough. These tools need to be intuitive, inclusive, and designed with equity in mind. They also need to be backed by training and support so that entrepreneurs feel confident using them. When we pair smart tech with thoughtful design and education, we create real opportunity — and help more diverse founders not just participate in the digital economy, but lead in it.

You have led teams at both global corporations and startups. What lessons have shaped your leadership philosophy, and how do you foster a culture of innovation and inclusion within your teams?

I’ve learned that leadership isn’t about having all the answers — it’s about creating the space for the right questions, voices, and ideas to surface. One concept that’s shaped my approach is “leading at the edge of chaos.” Too much chaos creates paralysis; too little, and innovation stalls. The sweet spot — the “efficient frontier” — is where there’s enough structure to stay focused, but enough freedom to take risks and experiment.

Reaching that balance takes more than strategy — it takes psychological safety. People need to feel safe to speak up, challenge ideas, and try new things without fear of failure. I try to foster this by listening actively, encouraging experimentation, and supporting it with systems, metrics, and team rituals that enable fast learning and continuous growth.

You also serve on the Board of Fora: Network for Change. How has that work influenced your own leadership journey, and what does intergenerational mentorship mean to you today?

What inspires me most about Fora is the ripple effect leadership can have in a community. The participants in Fora’s programs are incredible — creative, driven, and deeply committed to making change. And when their energy is supported with the right tools, resources, and training, it multiplies. Their voices grow stronger, their influence expands, and they inspire others to lead. We’re not just backing individuals — we’re helping build a movement of changemakers who lift as they lead.

The mentorship at Fora isn’t just top-down — it’s mutual. It’s not about one person guiding another, but about shared learning and collective growth. Every conversation reminds me that we rise higher when we rise together.

Looking ahead, what gives you hope about the future of inclusive leadership in the digital economy? What role do you believe leaders like yourself can play in shaping that future?

I’m incredibly hopeful because I see a generation rising that leads with purpose, questions what’s broken, and builds with intention. They’re fearless in ways I wasn’t early in my career. Where I once focused on navigating existing systems, they’re focused on redesigning them.

As a leader, I believe it’s not just about opening doors, it’s about helping reshape the systems behind them. Sitting at the intersection of business, technology, and community, I see my role as utilizing that platform with purpose: to amplify underrepresented voices, advocate for inclusive products and policies, and expand access to opportunities. The future isn’t something we wait for — it’s being built now, by leaders bold enough to reimagine what’s possible.