International Women's Day: 12 females to watch in flex

At Flex and The City, we champion the achievements of women in real estate every day. But, International Women's Day presents us with a special opportunity to spotlight particular leaders. To mark the occasion, we spoke with 12 influential women in UK real estate about the bold moves that shaped their careers, the advice that guided them, and how the role of women in flex has evolved over time.

Laura Peacock, Sales Director, Fora

What would you say has been the biggest turning point in your career, and why?

For me, the pandemic was a huge development point in my career. The world changed so quickly and 'business as usual' was turned upside down. There was a lot to figure out – from the government’s work-from-home mandate, to clients rethinking their office needs because of financial pressures, to the rapid rise of remote and hybrid work models. It was a time of huge uncertainty.

What I learned most through this experience was the importance of adaptability. As a leader, I had to ensure the team stayed connected, motivated, and flexible amidst what was some dramatic changes. While it was essential to keep a clear focus on our clients and their evolving needs, I also had to be tuned in to the personal and emotional challenges the team members were facing. Open and transparent communication became crucial in keeping everyone united and we focused on trying to create positive outcomes, despite the uncertainty.

In hindsight, this period wasn’t just about external challenges—it was also about personal growth. I learned the value of empathy, resilience, and flexibility, especially when answers weren’t clear. Despite the difficulties, I emerged more confident in my leadership and the power of staying calm and adaptable… though I’ll admit, I wouldn’t want to go through it again!

Nicola Jones, Customer Experience General Manager, GPE

Is flexible working helping to close the gender gap in businesses?

For me, as a full-time working mum, Flexible working has proven to be a powerful tool in supporting gender equality in the workplace, offering a significant opportunity for women to thrive professionally while balancing their personal lives.

From a woman's perspective, flexible working arrangements—whether it be remote work, flexible hours, or job-sharing—have created a more inclusive environment. It allows women to pursue their careers while being able to attend to family responsibilities, a key factor in reducing the gender gap.

In the past, women have been expected to bear the brunt of caregiving, which often led to career breaks or less flexible work options. Flexible working helps to break down those barriers and ensures that women can continue to advance in their careers without having to choose between professional success and family responsibilities.

Moreover, flexible working prevents the "leaky pipeline," keeping women in the workforce after starting families. It empowers them to stay engaged, productive, and on leadership paths, ensuring more women rise to positions of power and influence within companies. Ultimately, it's important to celebrate how flexible working has supported women in breaking barriers, advancing careers, and fostering workplace equality.

Lucy Minton, Founder & COO, Kitt

What advice would you give to your younger self about confidence in the workplace?

"It took me a while to build confidence in the workplace. In my 20s, I often took a backseat in meetings and left the conversation to those with more experience than me. While I still massively appreciate that life experience builds invaluable wisdom, I now realise that, actually, when you boil it down, most people are figuring it out as they go along. All viewpoints are valid, it's okay to get it wrong, and you are just as likely to know the answer as anyone else. So speak up!"

Natasha Guerra, CEO, Runway East

As a CEO of a flex operator, how do your business operations support and complement women’s progression in the industry?

At Runway East, we’re committed to making the industry more inclusive and supporting the progression of women, LGBTQI+ and people from diverse backgrounds. As we’ve grown, we’ve made some real changes, like running job ads through a gender bias decoder and using blind CV screenings during the hiring process. It’s had a real impact, with a majority of our site teams led and run by women, and our Bristol site entirely run by an all-female team. Overall our team is about a 50/50 split.

Joanna Lee, Managing Director, General People

What advice would you give your younger self as a woman entering the property market?

Stay true to your instincts, stay curious, and stay resilient. The fast-paced world of start-ups can be messy and exhilarating, but don’t fall into the trap of doing everything just because you can. You’re talented and capable — but overextending yourself will only lead to burnout. Focus on the areas where you bring the most value, and remember to delegate. Prioritise sustainable growth over quick wins.

Gabriela Hersham, CEO, Huckletree

What’s one bold move you've made in your career that paid off?

One of the boldest moves I’ve made in my career was choosing to become less apologetic about the people I choose to have on my team - choosing to work alongside people who not only get the job done but do it exceptionally well, with energy that lifts the room rather than drains it. The impact of this intentionality has been huge. Things move faster, decisions are clearer, and work feels better, even in the tough moments. Looking back, it’s been a game-changer - not just for the business, but also for me personally.

Andreea Larion, Senior Executive, Office Freedom

How have you seen the role of women in the flexible office sector evolve over the years?

Looking back, I can honestly say that the rise of women leaders in this sector is one of the most rewarding aspects of the industry’s evolution. Today, it’s clear that women are not only participating but are shaping the future of flexible workspaces. Early in my career, while there were women in leadership roles, they were certainly in the minority, with many stuck in support roles like secretaries or administrative assistants, providing little room for leadership or entrepreneurial growth.

Throughout my many years in this industry, I've had the privilege of working with a range of flexible office providers, so i've seen the evolution first-hand. I’ve witnessed women launch coworking spaces designed to foster inclusive, supportive communities for female entrepreneurs and professionals. Others have stepped into top roles at major operators, shaping policies that prioritise diversity, work-life balance, and equal opportunity. Women in flex are redefining what it means to be successful in the workplace, proving that flexibility is essential for both personal and professional growth.

Maria Kuldkepp, Managing Director & Co-founder, The Drayton

What inspired you to start a career in the flexible office industry? 

Years ago I was on a career break and was not doing much actively, aside from travelling and looking for properties for airbnb's, and I came across an ad on LinkedIn, which was the first time I learned about the industry. I was interested to learn more about the sector as I always liked all things property as well as delivering high level of customer service.

I had an extensive experience in project management and training teams as large as 20-60 people, delivering high level of customer service in luxury environments to prestige clients like, Jim Ratcliffe, Prince Harry, to name a few. I thought it may be an exiting opportunity for me so I went ahead and applied. After many promotions and various roles in the industry I felt it's time to create something better based on my year's of trial, error and observations in the field - the rest is now a history.

Emma Kennedy, CEO, Grafter

What’s the most valuable lesson you've learned from your career so far?

My most valuable lesson: "Every challenge is a learning opportunity”. Early in my sales career, I lost a deal to a competitor because I wasn’t able to clearly articulate our IT solution. I could have wallowed in the negative, but instead, I used the experience to dive deep and learn the in’s and out’s of IT. I scored more than my share of deals off of knowing how to best explain our IT infrastructure, but more importantly, I learned how to reframe challenges as opportunities to grow and do better, a lesson that has been a game changer for me as I've grown Grafter. 

Zara Trower, Associate Director, JLL

How have you navigated being a woman in a typically male-dominated field? 

The Real Estate industry has long been male dominated, but we're witnessing an encouraging shift as more women enter the market and pursue careers in Real Estate. This change looks to start to balance the gender ratio, a development that's both overdue and welcome. For me, it has been all about building a strong network both internally and externally, developing my self-assurance to participate confidently in meetings, ensuring I contribute effectively and express my ideas clearly.

This approach has helped me maintain visibility and ensure my input is recognised and valued. Leveraging a different perspective is so key as well; through presenting a different angle to a problem this has led to innovative solutions. Lastly, having women within the business to look up to that I see as role models has been hugely motivational.