Blog

Chloe Keith

Managing Director

On International Women’s Day, what does being a woman shaping destinations and communities mean to you?

To me, shaping destinations is about more than just driving footfall; it’s about creating an emotional connection between a space and the people who use it. Being a woman in this industry means bringing a perspective rooted in empathy and community. Whether it’s seeing a destination through the eyes of a parent with two young children or as someone who genuinely loves the ‘experience’ of shopping and socialising, I feel a responsibility to ensure our spaces are inclusive, vibrant, and welcoming.

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create?

I love that in destination marketing, no two days are the same. One day we’re strategising brand repositioning, and the next we’re on the ground at a client event.Women bring a unique 360-degree view to placemaking. We are frequently the primary users of these spaces – the shoppers, the event-goers, and the ones seeking out those must visit places in a place. This allows us to influence spaces by focusing on the details that truly matter: accessibility, safety, and the magic of an emotionally engaging experience. We don’t just see a shopping centre or retail park; we see a social hub where memories are made.

What advice would you give to the next generation of women who want to build their careers in destination marketing?

My biggest piece of advice is to be your authentic self – personality is absolutely key in this industry! Don’t be afraid to be hands-on and get involved in every aspect of the marketing mix. I started because of a genuine love for retail and community, and that passion has fueled my journey from a Junior Account Executive to Managing Director.

Seek out mentors and relevant industry networks like Revo where you can share ideas and celebrate each other’s wins.

Finally, always try to see your projects through fresh eyes – stay curious, keep traveling, and never lose sight of the fact that we are in the business of getting people to places they love.

Ella Barker

Marketing & Office Administrator

On International Women’s Day, what does being a woman shaping destinations and communities through marketing mean to you as an apprentice? 

For me, it means realising that impact doesn’t depend on job title. Even as an apprentice, the work I do contributes to the bigger picture. Whether I’m supporting content creation, helping coordinate campaigns or assisting with the day-to-day tasks, I’m part of how a destination is experienced by local communities. Starting my career in this industry has shown me that women at every stage have influence. You don’t have to be in a senior role to make a difference because your perspective and input still matter.

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create?

What I love most is the variety. No two days look the same and I love seeing how all the small tasks and ideas come together to form something much bigger. There’s something really rewarding about knowing that a piece of content or campaign you’ve worked on might encourage someone to visit, explore or feel proud of their local area. I think women naturally bring empathy and awareness into marketing. We consider inclusivity and experience, how people will feel when they visit, and that understanding makes campaigns meaningful and more impactful.

What advice would you give to the next generation of women who want to build their careers in destination marketing through an apprenticeship route?

​Don’t underestimate the power of diving straight in. An apprenticeship gives you real, hands-on experience while you learn, which builds confidence and skills much faster than you might think. Ask questions, be curious and don’t be afraid to share your random ideas even if you’re early in your career. Your perspective is always valuable in teams both big and small. Most importantly, know that there is space for you in this industry. Marketing always needs women who are organised, creative and ready to shape the future of the communities we work with.

Verity Swinscoe-Wigmore

Content Executive

On International Women’s Day, what does being a woman shaping destinations and communities mean to you?

To me, it means moving beyond just ‘pretty pictures’ of a place and focusing on the soul of a community. It’s about ensuring that as we invite the world in and ensuring we are including the heritage and heart of the people who live there.

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create?

I love that no two days are the same. Women have a unique way of weaving ‘feeling’ into spaces, we think about how a sunset, a local market, or an event makes a person feel.

That emotional resonance is what makes a destination unforgettable. 

What advice would you give to the next generation of women who want to build their careers in destination marketing?

​Stay curious and stay authentic. Your unique perspective as a woman is your greatest asset, not something you need to ‘tone down’ to fit into a corporate box.

Kelly Pugh 

Account Executive

On International Women’s Day, what does being a woman working in destination marketing mean to you?

As a woman working in destination marketing, it feels empowering to influence how places are seen and experienced. The stories we tell shape perceptions, inspire travel, and impact local communities,  so there’s real responsibility in getting that right.

For me, it’s about representing destinations in a way that feels authentic, inclusive, and welcoming. Women often bring a strong sense of empathy and awareness to storytelling, thinking not just about how a place looks, but how it feels and who it’s for.

What do you love most about working in destination marketing, and how do women influence the spaces we create?

What I love most about working in destination marketing is the variety, no two projects are ever the same. Every place has its own story, audience, and challenges, which keeps the work creative and constantly evolving.

I really enjoy bringing ideas to life, whether that’s shaping a campaign, refining a brand message, or helping a destination express what makes it unique. There’s something rewarding about seeing a concept move from strategy to something people can actually experience.

I think women influence the spaces we create by approaching them with empathy and awareness. We often think carefully about representation, accessibility, and how different audiences might connect with a place. That perspective helps shape more inclusive campaigns and destinations that feel welcoming to a wider range of people.

As a young woman starting out in destination marketing, what advice would you give to others beginning their careers?

​Back yourself early and take every opportunity to learn – say yes to new projects, ask questions, and gain experience wherever you can. Even at the start of your career your perspective is valuable, and the way you see places, audiences, and storytelling is something only you can bring to the table.

Katie Chapman 

Account Manager

On International Women’s Day, what does being a woman helping shape destinations and communities through your work in marketing mean to you? 

For me, it’s about knowing that the campaigns and experiences I help deliver have a real impact on how people feel about a place. Even as an account manager, I’m part of the team that brings ideas to life, whether that’s through community events, in-centre activations, or engaging content. I’m proud to bring my perspective to make experiences welcoming and inclusive for everyone.

What do you love most about working in destination marketing, and how do women bring unique perspectives to the campaigns and experiences you help deliver?

I love seeing a campaign go from an idea on a brief to something people actually experience and enjoy. Destination marketing combines creativity, strategy, and people, which makes every day varied and rewarding. Women often bring empathy and attention to detail, helping create campaigns that truly resonate with diverse audiences.

What advice would you give to the next generation of women starting out in destination marketing or looking to grow in account management roles?

​Be curious, speak up, and get involved in projects that challenge you. Your perspective matters, and small insights can make a big difference in the campaigns you deliver.

Emma Francis 

Account Executive

On International Women’s Day, what does being a woman shaping destinations and communities mean to you?

For me, it means using my voice to tell stories and plan events that make every customer feel truly welcome. I love working with our amazing female clients to create vibrant spaces that bring people together and help our communities grow.

What is it about destination marketing that keeps you inspired, and how do women uniquely elevate the campaigns and events that define our industry?

It’s the shapeshifting you can do to a place. The transformation of hard work and dedication of turning a location into a destination where people desire going. It’s knowing that what we are doing is making an impact on the communities. Women bring a special touch by focusing on real connection, making every campaign and event feel more personal and thoughtful. Working closely with our amazing female clients sparks new ideas that make our work stand out and truly connect with people.

What advice would you give to the next generation of women who want to build their careers in content marketing?

​Keep experimenting with new and wild ideas. Often the craziest idea is one which will perform well, and just because something you worked hard on doesn’t perform well in terms on stats, doesn’t mean it hasn’t resonated with someone and brought value to your business.

Amy Corcoran

Graphic Designer & Studio Manager

On International Women’s Day, what does being a woman shaping the design industry mean to you?

I think working at Toolbox surrounded by lots of very inspiring and hard working women particularly has been so important for me particularly whilst starting out my career. Ive been taught to be assure of myself and speak up and use my own voice from the moment i got here. And that is something i am driven to pass on to the next generation of designers and help shape the design for the better.

What do you love most about working in the design and marketing industry, and how do women uniquely influence the work we create?

I think the main target audience for my work being retail focused is often women, so being to work from a female gaze myself has been really eye opening. We tend to focus on how a place feels and how it facilitates connection. Being a female myself i hope my own influence ensures the content and design we are putting out is respectful, feels safe and inclusive for everyone.

What advice would you give to the next generation of women who want to build their careers in design?

​Dont be afraid to be loud and take up space in the industry, we equally deserve a place at the top of the table, and the fact that only 11-29% of women holding senior creative director roles is madness. This industry can be demanding, so set boundaries early. You cannot pour from an empty cup, and your best ideas will come when you allow yourself to be creative and live life outside of your screen!

Finally, always try to see your projects through fresh eyes – stay curious, keep traveling, and never lose sight of the fact that we are in the business of getting people to places they love.

Holly Savage

Content Manager

On International Women’s Day, what does being a woman creating content for our destinations mean to you?

I love how women are gaining the confidence to be more themselves online and to actually have fun with it. Content creation has become such a powerful tool in bringing people to our destinations, by transforming products into engaging, playful visuals that truly resonate with audiences, however that may look.

We’ve seen from bigger brands that advertising doesn’t have to be serious or static, it can be creative, expressive, and full of personality. (Colin the caterpillar as an example!) That sense of playfulness is what stops the scroll. Finding the fun side and embracing a feminine touch, whatever that means to each of us, feels incredibly liberating, not just for us now but for the generations coming through.

We don’t have to simply post a picture of a coat anymore. We can step into the coat, and even give a twirl. That shift in storytelling is powerful. We’re grateful to the tenants and Centre Managers we work with for having faith in our wild and wonderful ideas. Not limited to women of course!

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create?

I love immersing myself in a space and uncovering the potential in every corner. I love showcasing what others might overlook, whether that’s a simple product waiting to be discovered or an unexpected detail that can be transformed into something inspiring.

What advice would you give to the next generation of women who want to build their careers in destination marketing?

​I once watched a young boy ask a professional athlete for his autograph. Before signing, he wrote a simple message at the top of the page: ‘Always believe.’ It has always stuck with me. That message feels especially relevant now. We as females are no longer confined to boxes or expectations, we can, and always have been able to, achieve just as much as anyone else in the room. Our perspectives, creativity, and ideas deserve space. So be bold. Be creative. Have fun with what you do. Aim high, even when it feels uncomfortable. And if destination marketing is your dream, go for it because you absolutely can achieve it!

Lydia Swallow

Digital Marketing Manager

On International Women’s Day, what does it mean to you to be a woman shaping destinations and communities through digital marketing?

The way we experience place, whether a shopping centre or a high street, reflects broader social and gendered patterns. These environments are about more than shopping; they are social hubs where people connect, spend time together, and form friendships. For decades, women’s presence and routines have helped shape what makes shopping centres lively and meaningful. In contrast, digital spaces, from software engineering to early internet culture, have historically been male‑centred. For me, it is about bringing the same creativity, community, and energy that women have shaped in physical spaces into the digital world. The goal is to create spaces where women can thrive, contribute, and feel seen and involved, replicating the joy and connection they give to and receive from physical destinations in the digital realm.

What excites you most about using digital channels to promote destinations, and how do women uniquely influence the way we connect people with places online?

Just as women shape the social dynamics of physical spaces, they bring empathy, creativity, and storytelling into digital channels. What excites me most is using digital platforms to amplify diverse voices, build communities, and create immersive experiences that connect people to destinations. Women in digital marketing make campaigns not only technically effective but also culturally and socially resonant, helping the digital world feel inclusive, engaging, and human centred.

What guidance would you offer the next generation of women building careers in digital marketing and placemaking?

​We have seen how diverse voices transform physical spaces, making destinations more inclusive and reflective of lived experiences. Digital spaces benefit in the same way. Following your passion into digital is not just entering a field historically shaped by men, it is about shaping it to be richer, more inclusive, and representative of all communities. Your perspective matters, and it is vital for creating spaces, online and offline, that truly work for everyone.

Saskia Wilson

Digital Marketing Assistant

On International Women’s Day, what does it mean to you as a digital marketing assistant to be a woman helping shape how destinations and communities are seen and experienced online?

As a woman in digital marketing, I feel a strong responsibility to champion representation, promote meaningful connections, and help shape how people experience and perceive the online world. For me, the most important goal is contributing to spaces where people feel seen, heard, and valued.

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create digitally?

I love being part of a team that brings spaces to life, both in person and digitally. Creating an online experience that feels engaging, intuitive, and genuinely enjoyable, while adding thoughtful features that make people’s lives easier, is incredibly rewarding. Knowing that the work we do can make a real difference in how people connect with places and communities is both motivating and empowering.

I also believe women have the ability to bring valuable and often unique perspectives to digital marketing. Insights that help create more inclusive, creative, fun, and meaningful experiences for everyone.

What advice would you give to the next generation of women who want to build their careers in digital marketing?

My advice to the next generation is not to be afraid of the digital world or how it evolves. As it grows, so do we. There will always be something new to learn and experiment with, and that’s something to be excited about. Storytelling plays a big part in digital marketing. Your perspective matters, especially when it brings empathy, diversity, and authenticity to how brands and communities are represented.

Digital marketing is a dynamic, creative field where no two days are the same, and that constant change and the chance to connect are what make it so rewarding.

Daniella Sharman

Senior Graphic Designer

On International Women’s Day, what does it mean to you to be a woman shaping the graphic design industry and its communities?

On International Women’s Day, being a woman in the graphic design industry means using my voice and perspective to create work that genuinely connects with people.

For me, it’s about building brands and visuals that are thoughtful, strategic, and clear, but also human. Design shapes how people see the world and themselves. I’m proud to contribute to that in a way that’s collaborative, community-driven, and supportive of other women doing the same.

What do you love most about working in the creative industry, and how do women uniquely influence the spaces we create?

What I love most about working in the creative industry is the impact. Design isn’t just decoration, it shapes how businesses communicate, how people connect, and how communities see themselves. I love taking an idea or a vision and turning it into something clear and confident. Seeing a brand come to life and actually work in the real world is the best part.

I think women uniquely influence the spaces we create by bringing empathy and awareness into the process. We often think beyond how something looks and consider how it feels, who it represents, who it includes, and who it might unintentionally leave out. That perspective changes the outcome.

What advice would you give to the next generation of women who want to build their careers in graphic design?

My biggest advice is: believe in yourself and start before you feel completely ready. Confidence grows through doing. Focus on problem-solving, not just making things look good. Strong design is about clear communication and helping people understand something better. Gain voluntary experience wherever you can. It’s a great way to understand how the industry really works, build relationships, and find mentors who can guide you. Build good relationships, be reliable, and stay curious. The creative industry is collaborative, and your reputation matters.

Most importantly, don’t try to copy anyone else. Your perspective is your advantage – and the industry needs more of it.

Ben Hammond

Growth & Performance Manager

On International Women’s Day, what does it mean to you to work alongside women who help shape destinations and communities?

At Toolbox, I am the only man working alongside a team of over 15 women, and above all, we are a fantastic team of excellent marketeers. What is most valuable for me is how their insight enables me to continuously understand their perception and how women experience places differently. This expands into how we approach marketing and messaging. While I can learn about different demographics, how they behave, and what they enjoy, working with a team of women gives me access to firsthand experience and insight into several different core shopping groups.

What impact have women had on your experience working in destination marketing?

I’ve worked in marketing for 11+ years now, and most of the last 7 years have been for Toolbox Marketing – a female-owned and managed organisation. Therefore, the impact has been massive, as all of my experience gained in destination marketing has been while working alongside women who are experts in their field. It has helped broaden my consideration and understanding, and appreciate the experience of diversity in place management and marketing.

In your experience, how does diverse representation improve the places we create?

For me, this is incredibly important – we work in a sector where it’s safe to assume for the vast majority of older destinations that they were considered, designed, and built by a majority male influence. Though nowadays there is certainly a growing female presence in such processes, and in the management of places, there is still plenty of work to be done to ensure that places are curated by groups that are truly representative. 

This diversity brings POV and consideration that may have been missed or overlooked historically. In his book Rebel Ideas, Matthew Syed references the weakness of homogeneous teams and how they suffer from ‘Collective Blindness’ – it’s fair to say that this has been the case in our industry, and by ensuring more diverse representation, by gender and other means, we can better improve and develop places that are truly for everyone.