Paul Hill speaks to some of the most influential female leaders in wholesale to ask about their challenges, what they have learnt, and find out what advice they would give from their years in the channel
Nikki Watts, Head of Buying – Grocery, Booker
What have you learnt from being a female leader in wholesale? Credibility comes from consistency, not volume. In wholesale, environments can be fast-paced and traditionally male-dominated and I’ve learnt that clarity, delivery, and follow-through build more authority than being the loudest voice in the room.
Nurture relationships to drive results. Wholesale is still highly relationship led. Investing in trust with customers, suppliers, and internal teams is a major competitive advantage, and often where female leaders excel.
You don’t need to “fit the mould” to succeed. I’ve learnt that leading with authenticity, whether that’s collaborative, empathetic, or direct, delivers stronger and more sustainable outcomes.
Resilience is a leadership skill. Wholesale brings pressures and challenges, from supply chain issues and margin challenges to customer volatility. Staying calm, decisive, and solutions-focused is critical, especially when others are looking to you for direction.
What advice would you give to other women looking to further their career in wholesale?Make your ambition visible and be clear about your career goals with senior leaders. Say yes to stretch opportunities, for example new sectors, bigger accounts, leadership roles.
Build a strong internal network – success in wholesale is cross-functional (operations, buying, logistics, sales) so invest time in relationships across the business, not just your immediate team.
Find sponsors, not just mentors. Mentors advise you; sponsors advocate for you in key decision rooms. Seek leaders who will actively push your progression.
Back yourself in male-dominated spaces – you don’t need to over-justify your position; you’ve earned it.
What is the biggest challenge women face in wholesale? Balancing visibility with perception in a traditionally male-led environment, in wholesale, women often face the double challenge of if you’re too assertive, it can be perceived negatively. And if you’re too reserved, you risk being overlooked.
Coral Rose, Joint Managing Director, The Wholesale Group
I’ve learnt that to be a female leader in wholesale you need a thick skin, to have confidence and belief in your own ability. It’s important to tap into your EQ and it’s ok to lead in your own style … softer skills can be a great asset as long as they are underpinned by commercial understanding.
My advice for other women: Build your network through attending industry events, Women in Wholesale is a great organisation to connect with through the FWD.
Sell yourself and your abilities, don’t assume people will notice. Be brave and make the most of any opportunities that come your way.
The biggest challenge women face: Imposter syndrome is a common challenge. Women need to be resilient and believe in themselves.
Biology! Women have to navigate so many different biological changes from childbirth through to menopause that can hamper career development. Legislation and working environments are still catching up.
Read more: Rowland hands over Women in Wholesale keys to FWD
Emma Senior, Managing Director, Sugro
What you have learnt from being a female leader in wholesale? The sector is fantastic, with diversity in business and backgrounds, there is so much to learn. Whilst many women look at the area as being very male dominated, it is changing. I have found my network has hugely broadened and this has encompassed many other women in my position. And whilst they have been a great support to me, I have had the same experience from the men I work with too. Embracing the diversity has definitely enabled, not hindered me to have a more balanced view.
What advice would you give to other females looking to further their career in wholesale? Be confident in your own ability. It doesn’t matter that you are female, draw strength from your own capabilities and let the results speak for themselves.
What is the biggest challenge women face in wholesale? I think there are many women who have preconceptions of the sector. But, once you are working in Wholesale, you see that the development and relationships you build are totally unique to any other area. It is an ever growing and truly entrepreneurial area. No matter what stage of your career you are at, I think Wholesale is certainly the most dynamic place to be.
Katie Dempster, Group Marketing Manager, Filshill
What have you learned from being a female leader in wholesale? Taking on a maternity cover role in a new business and industry has its challenges but has been a massive growth period both professionally and personally.
Easy to feel like an imposter, especially coming into an established team and business but learned the value of trusting your experience and perspective.
Coming from outside of wholesale has allowed me to bring a different perspective and ideas to the business.
Huge positive of wholesale is how agile the industry can be – make decisions, implement changes and see real impact quite quickly.
What advice would you give to other females looking to further their career in wholesale? Wholesale is fast paced and constantly changing, which makes it a great industry to learn and develop.
From a marketing perspective, the opportunity to work with large brands, retailers and industry leaders opens doors I wouldn’t have expected
As a younger female in management, it can sometimes be difficult to remember that you’ve earned your seat in the room.
Advice would be to say yes to all opportunities, meetings and introductions. Opportunity to learn from others and immerse yourself in the industry makes a big different. Networking and relationship building are a huge part of this industry
What is the biggest challenge women face in wholesale? Confidence and visibility can still be a challenge, when stepping into leadership positions in a male-dominate environment
Women can sometimes underestimate the value of the perspective and ideas they bring to the table, particularly earlier in their careers
Great to see more female leaders, mentors and networks to support representation and progression
