Own your expertise, don’t underestimate your value: Heather Woodhouse
As part of International Women’s Day 2026, leaders in Greater Birmingham share their thoughts on the power of reciprocity and support following this year’s theme of ‘Give to Gain’.
Heather Woodhouse is communications manager at the Birmingham Colmore Business Improvement District (BID), an area of the city which is a major centre for professional and financial services firms.
Having had to “prove” herself twice over due to her age and gender, Heather is encouraging women in her industry to be confident in the expertise and value they bring to business.
What changes would you like to see for women in business in Greater Birmingham?
I’d like to see even greater visibility and representation of women at decision making levels across Birmingham’s business community.
We already have incredible female talent in the city, but too often it isn’t showcased or supported in the way it deserves.
Creating more structured pathways into leadership, improving access to mentoring, and ensuring women’s voices are genuinely listened to in senior level, strategic conversations would make a huge difference.
What is one action you could take to challenge gender bias or stereotypes?
One practical action is to actively champion women in rooms where they aren’t present.
Whether that’s nominating them for opportunities, amplifying their work, or challenging assumptions about who is “ready” or “suitable”, allyship in small everyday moments is powerful.
Calling out bias doesn’t always require confrontation, often it’s about reframing narratives and making sure women’s contributions are recognised on equal footing.
What is the biggest challenge you have faced as a woman in business and how did you overcome it?
One of the biggest challenges has been navigating environments where my expertise wasn’t initially taken as seriously as that of my counterparts, due to age and gender.
Early in my career, that sometimes meant having to “prove” myself twice over.
I overcame it by building confidence in my own voice, seeking out valued mentors who backed me and championed me in rooms I wasn't in, and consistently delivering strong results.
Over time, I learned that credibility doesn’t come from being the loudest in the room, it comes from being consistent, prepared, collaborative, and unafraid to challenge assumptions.
This year’s IWD theme is Give to Gain. How will you give back to either your organisation or community to help drive more change?
For me, giving back means creating space for other women to thrive.
Whether through GBCC's mentoring scheme, offering guidance to early career comms professionals, or helping shine a light on Midlands women whose work deserves recognition, I want to continue to use my platform to help elevate others.
What’s one piece of advice you would give to women looking to succeed in your industry?
Own your expertise and don’t underestimate the value you bring. Communications is an industry where emotional intelligence, strategic thinking, and relationship building are essential, and women often excel in these areas, so lean into your strengths.
Lead with confidence! Often in the Communications world you will find yourself in a full room of people without knowing anyone at all.
Be brave and introduce yourself, you'll often find there are other people that are in the same position as you.
Don't lead with a marketing 'pitch', talk to people as human beings and connect on a personal level before going in with the work chat.
How has being part of GBCC helped support your business or career?
Being part of the Greater Birmingham Chambers of Commerce has been invaluable. It’s given me access to a supportive network of professionals who genuinely want to see Birmingham thrive.
Through mentoring, events, knowledge sharing, and connections that open new doors, the GBCC has helped me deepen my understanding of the region’s business landscape and build relationships that have directly supported my professional growth.