WOMEN OF THE YEAR
‘Women entering male-dominated industries need to see representation’
Nyree Hughes, head of marketing and communications at micromobility provider Beryl
I
’ve worked in communications for 20 years. I started in the technology sector, moved about a bit, and now I’ve come full-circle. There’s always been two threads running
through my career, technology and sustainability, and I seem to fall back on these, no matter where I’ve worked. About 10 years ago, I started to work exclusively with
clients on programmes related to greening cities, clean air and active travel. My work in active travel led me to Beryl and the world of micromobility. When I started at Beryl, the organisation was evolving and our marketing and communications team was very small. As Beryl’s evolution into the UK’s leading micromobility company gathered pace, I had to be a bit of a jack-of-all-trades when it came to communications. Media relations, social media, stakeholder engagement,
internal communications and even basic marketing were all part of my role which meant I was spreading myself a bit too thin. This goes for the rest of the talented marketing team too. Their skills and expertise were spent firefighting. Thankfully, we now have an established multidisciplinary team, ensuring the correct blend of personalities, experience and skillsets who are able to dovetail perfectly and deliver a high standard of work that is beneficial to the organisation’s aims and objectives.
Industry experiences I can honestly say I feel welcomed and part of the
www.bikebiz.com
community. However, I can often be the only woman in the room, knowing I’m there because of my gender. Sometimes this can feel frustrating, but I’m trying to look at it differently. Women entering male-dominated industries need to
see representation. I see it as a responsibility to speak at events and feature in interviews like this, to show that we exist and to help other women coming in to see and hear more women.
Is the gap closing? It doesn’t feel like it and just this week Aviva boss Amanda Blanc warned the slow pace of change in pay at senior levels could take 30 years! There’s so much more that organisations could be doing, from providing more flexibility, to making it mandatory for all businesses to report, not just those with over 250 staff. Transparent processes should be in place for promotions,
pay rises and salary negotiations. Women are reportedly less likely to negotiate a higher salary than men, often leaving them on a lower wage. Being a woman in a male-dominated industry can be
lonely. Look out for role models and find women (and male allies) who can support you. Seek out networking groups, in and outside your business or industry. Join one, or look for subgroups in industry associations. If you can’t find one, start your own!
April 2022 | 17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
