How local leaders are inspiring change across industries – from boardrooms to football pitches
Following the Chamber’s latest Women’s Business Conference at Crumplebury Farm, Business Direction shines a spotlight on some of the female leaders shaping our region’s future…
Trailblazing women across the country are driving remarkable change – and Herefordshire and Worcestershire are no exception. Across the region, female leaders are redefining what success looks like in business, bringing fresh perspectives, resilience, and a determination to break down barriers.
That energy was on full display at the Chamber’s latest Women’s Business Conference, sponsored by mfg Legal Services Limited, and held at the stunning Crumplebury Farm. More than 100 professionals came together to hear from a diverse line-up of speakers including Dr Annette Daly, CEO of YMCA Worcestershire; Kersten Catella, Sales and Marketing Director at Wyevale Nurseries; coach and entrepreneur Dawn Owen; and Jess Fassnidge, captain of Worcester City Women FC. Their stories of leadership, growth and resilience set the tone for an inspiring day of reflection and networking.
In this edition of Business Direction, we continue that celebration with four in-depth interviews that bring the issues to life. Joanne Hammick, newly appointed Managing Director of West Midland Safari Park, reflects on bringing 25 years of hospitality experience to one of Worcestershire’s most high-profile attractions.
Ruby Edwards, founder of You Do Better, talks candidly about building a flexible, results-driven agency while navigating personal adversity – and why, as she puts it, knowing when to outsource to specialists is a strength, not a weakness.
Samantha Lewis, Director of People and Operations at NMITE, shares how working in a traditionally male environment – and the realities of pursuing IVF – sharpened her resolve and ultimately made her a more empathetic and effective leader.
And Jess Fassnidge reminisces on her life as an elite athlete, charting her path from limited grassroots opportunities to captaining Worcester City Women FC, translating lessons from sport into business and leadership.
Together, their experiences show the breadth of talent and ambition propelling our local economy. They also underline why events like the Women’s Business Conference matter: because when inspirational leaders share lived experience, they not only motivate the room – they move the dial for the next generation.
The reality of gender bias
While progress has been made, gender bias remains a barrier across the UK workforce. Research shows that more than half (53%) of young women experienced discrimination at work in 2024, rising to 61% for young women from ethnic minorities. The national gender pay gap for full-time employees stood at 8.3% in 2025, widening to 13.5% among those aged 60 and over.
Nowhere is the legacy of bias more stark than in sport. As Jess notes in her interview, women were banned from playing football in England for 50 years – a context that still shapes today’s investment, technology and culture around the women’s game. The recent surge in attention, catalysed by the Lionesses success at the Euros, is closing gaps – but, as she argues, there’s still a lot of ground to make up.
Statistics like these are exactly why initiatives such as the Chamber’s forums matter. They are not only celebrations of success but they are practical spaces for support, action and honest conversations about what still needs to change.
Sharon Smith, Chief Executive, Herefordshire & Worcestershire Chamber of Commerce, said: “Our much-anticipated Women’s Business Conference is a standout event in the Chamber calendar, bringing together over 100 business professionals from across Herefordshire and Worcestershire for a truly inspiring and empowering day.
“It’s an opportunity to celebrate the achievements of women in business, foster meaningful connections, and spark important conversations about leadership, growth, and resilience.
“We’re proud to present a dynamic line-up of exceptional female speakers who will share their personal journeys, insights, and practical strategies for success. Whether you’re just starting out in your career or leading at the highest level, this conference offers something valuable for everyone. It’s about learning from each other, lifting each other up, and continuing to shape an inclusive and thriving business community.”
Underrepresentation and the leadership gap
Despite a wealth of capability, women remain underrepresented in senior positions. Only 6% of FTSE 100 CEOs are women. Closer to home, patterns across Herefordshire and Worcestershire often mirror the national picture, with leadership concentrated among men.
Visibility matters and when decision-making tables don’t reflect the workforce, ambition can be dampened and stereotypes reinforced. Our interviews here rebut those stereotypes with lived detail. Joanne talks about stepping into a role often assumed to be male and focuses not on labels but on the transferable skills — adaptability, pace management, and people leadership — that drive results in a complex, seasonal visitor economy. Samantha speaks to the power of safe cultures in unlocking potential. Her story shows how inclusion, clear expectations and “safe to fail” environments produce work-ready graduates and confident teams. Ruby demonstrates that leadership is rarely a solo act and that building the right team and being humble about your limits is not just efficient but a competitive advantage.
Looking ahead
The leaders interviewed here point to a multi-front response. Open doors to STEM and leadership in schools and colleges and challenge outdated assumptions about “men’s jobs” and “women’s jobs”. In the workplace, pair ambition with support. Flexible working, parental leave and childcare are not perks, they’re got to be productivity enablers that keep talented people in the pipeline. And for founders, access to funding, mentorship and high-quality networks can be decisive in whether a great idea becomes a sustainable business.
Culture change also depends on confidence and safety. As our interviewees stress in different ways, visible role models and mentors help counter imposter feelings, while zero-tolerance approaches to harassment and discrimination protect morale, retention and performance. The business case is clear: inclusive organisations make better decisions, innovate faster and serve customers more effectively.
Events like the Chamber’s Women’s Business Forum show what’s possible when female leaders are put centre stage. They provide inspiration, practical strategies and the kind of connection that fuels professional growth. From Crumplebury Farm to boardrooms, lecture theatres and football pitches across our region, women are leading, innovating and raising standards — and the interviews that follow show exactly how.
The Chamber’s Women’s Business Forums are open to all business professionals across a variety of local venues. Expect high-value networking, a professional and personal goal-setting workshop, inspirational guest speakers and business collaboration.
The next forum will be at the Green Dragon Hotel in Hereford on October 23. Speakers from the “Women in Emergency Services” network curated by Ruby Edwards for International Women’s Day, including Jo Hardwick, Tactical Incident Commander, West Midlands Ambulance Service; Michelle Hicks, Station Commander, Herefordshire and Worcestershire Fire & Rescue Service; and Elizabeth Warner, DCI, West Mercia Police.
Over the next pages in Business Direction, we’ll bring you exclusive interviews with Joanne Hammick, Ruby Edwards, Samantha Lewis and Jess Fassnidge – four very different leaders, each with unique perspectives on what it really takes to reach the top of their fields and raise the bar for our region.
