Women in leadership: Insights for the next generation

To mark International Women’s Day, we asked women in CashBack leadership roles to share their advice for the next generation of women leaders.

We are fortunate to have many talented women in leadership roles across the CashBack programme. Whether they are managing projects, steering whole organisations, or directly influencing and guiding young people, CashBack’s women leaders are making a difference in communities across Scotland.

In celebration of International Women’s Day, we are shining a spotlight on some of these inspiring leaders. We’ve asked them to share what brought them to where they are today, leadership qualities they value most, and advice for the next generation of women leaders.

Becoming a leader

While everyone’s journey is different, many women leaders share that they gradually progressed and developed into leadership over time.

Being driven to have a positive impact, and to collaborate with others to drive progress, helped some to push through any doubts and to develop their vision.

“I often ask myself, “How did I end up here?” I’ve been with Ocean Youth Trust Scotland for 16 years. When I first joined as a Finance Officer, I was overwhelmed by the amount of sailing jargon everywhere – it felt like a different language. That said, it didn’t stop me from getting stuck in, and as I became more confident in my role and in the sailing side of things, my business mind really got into gear. I was then promoted to Office Manager and I was looking at processes, practices, and always asking how things could be done more efficiently.
So, when the previous Chief Executive Officer left the organisation, I put myself forward. I had a lot of ideas, and I really wanted to take action and help further the Trust’s mission.”
Hazel Wiseman
Chief Executive Officer, Ocean Youth Trust Scotland
“My journey into my leadership role started with Leith rugby when I was coaching on a Friday to primary school kids with the club Development Officer. He would push me to try and take the session by myself with him there to help. It then progressed on to me starting to take that by myself, then helping with camps and now going into primary schools to take sessions by myself.”
Megan
Rugby Ambassador and Pupil, Leith Academy (Scottish Rugby Union partner)
“A leadership role wasn’t something I necessarily set out for from the beginning—it evolved naturally through a combination of passion, dedication, and a focus on collaboration.”
Fiona Taylor
Operations Manager, Scottish Professional Football League Trust
“My journey into leadership has had its ups and downs over my career. I was an Assistant Manager in hospitality but that industry was not the most family-friendly and so I took a step back to re-train in employability.
Moving into the third sector was lovely as it has always been a more female and family-centred space to work than hospitality was. I have since moved back into a leadership role but in a different way – when I moved up I was in a part-time position having not long returned from maternity leave and was supported and encouraged to consider the move into leadership on a part-time basis. I hope I have proved that leadership can be effective and productive as a part-time position.”
Michelle Trail
Employability Manager, Station House Media Unit

You don’t need to wait for permission to lead. Leadership isn’t about holding a certain title— it’s about stepping forward when you see a gap or an opportunity to make a difference.
Kelly Shearer
Executive Director and Co-Chief Executive Officer, YDance

What motivates you?

For many, giving back to the young people, families, and communities they support is an important motivator.

Providing transformative opportunities for young people and supporting them in overcoming barriers are also passions that drive their work.

“CashBack is giving people many fantastic opportunities that they may not have had. I also feel driven by the idea that I’m helping play my part in giving back to the rugby community that has given so much to me.”
Skye
Rugby Ambassador and Pupil, Leith Academy (Scottish Rugby Union partner)
“A genuine desire to be part of something meaningful which has a positive impact. I love how I feel when someone asks me about my job, and the pride I feel explaining our work. I feel as though even the smallest contribution to anything striving to make a difference to people’s lives is worthwhile, and all the small contributions lead to something much bigger.”
Chrissie Simpson
Support Team Manager, Station House Media Unit
“The opportunity to create real social change across Scotland which makes a positive difference in families lives. The privilege to be given the chance to work with young people and families at, what is often, really difficult times for them. Being part of a team that are inspirational and working to prevent homelessness occurring.”
Kerry Watson
Mediation and Whole Family Support Manager, Cyrenians
“Giving pupils equal opportunities and experiences motivates me to carry out my role. Seeing my pupils grow in confidence and develop their skills.”
Zoe Grant
Curriculum Leader for Support for Learning and PE Teacher, Castlebrae Community Campus (Scottish Rugby Union partner)
“I find this work motivating because I was once the “troublesome” young person. I share a lot of lived experiences with the young people we support, and I was crying out for attention, for help, when I was in school.
In this job, I have an opportunity to find young people in those situations, young people who do need that helping hand, and I’m able to give it.”
Hazel Wiseman
Chief Executive Officer, Ocean Youth Trust Scotland

Leadership qualities

CashBack’s women leaders identify empathy and passion as key qualities for leaders in the charity sector.

Being understanding and building connections with the people you support allows you to better understand their needs. Bringing a sense of positivity and passion helps inspire others. And building strong partnerships can allow you to adapt in an ever-changing environment.

“The most important qualities for a leader in this sector includes being empathetic, passionate and enthusiastic. I think the attitude you have towards the role is one of the most important things and I think that comes across to the people you are delivering to, so it’s vital that you care about the work.”
Skye
Rugby Ambassador and Pupil, Leith Academy (Scottish Rugby Union partner)
“Empathy, adaptability, and collaboration. Working in community development, particularly with young people, requires an understanding of diverse backgrounds and challenges. It’s crucial to listen actively and adapt to changing needs while maintaining a clear vision for the programme. Collaboration is also key—whether it’s working alongside football clubs, community partners, or the young people themselves, a leader should aim to bring people together to achieve shared goals.”
Fiona Taylor
Operations Manager, Scottish Professional Football League Trust
“Empathy, encouragement, and resilience. In a space where young people are stepping outside their comfort zones, they need leaders who understand their fears and support them through it. You must create an environment where they feel safe to try, fail, and grow.”
Bernadette Heaney
Teacher, Northfield Academy (Scottish Rugby Union partner)
“In the charity sector, it’s all about understanding. It’s about understanding that you can’t do things alone, and that you shouldn’t. It’s about understanding the value in the community – in the other groups, organisations and projects which are working towards similar goals.
You also need to be a great listener. Just because we do it one way doesn’t always mean it’s the right way, so I’m always listening to the opinions and ideas of others in the sector. I listen to our partners, to the groups we work with, to local authorities and to our own staff team. There’s a wealth of knowledge in there, so it’s really just about listening carefully and seeing what ideas could work for OYT Scotland, and the young people we support.”
Hazel Wiseman
Chief Executive Officer, Ocean Youth Trust Scotland

Advice for the next generation

CashBack’s women leaders encourage women and girls aspiring to leadership to believe in yourself and make your voice heard.

Build strong relationships to lift others up as you progress, and develop your own leadership style.

“Be confident in everything that you’re doing and have fun. When given an opportunity, take it in your own stride and enjoy it to the fullest.”
Megan
Rugby Ambassador and Pupil, Leith Academy (Scottish Rugby Union partner)
“Believe in yourself. For young people with multiple Adverse Childhood Experiences (ACEs), there’s a lot of statistics which say they’re less likely to achieve in life. Don’t let this stop you. Instead, try and break through those numbers and show that your background and circumstances don’t have to define your future.”
Hazel Wiseman
Chief Executive Officer, Ocean Youth Trust Scotland
“As women, it really is possible to have it all – but ensuring a healthy work-life balance is absolutely key. When working with people, whether that’s project participants or team members, it’s all too easy to take work worries home, but it’s really important to avoid that and create a life outside of work that feeds your soul as much as work does.”
Shelley MacKenzie
Youth Services Manager, Station House Media Unit
“You don’t need to wait for permission to lead. Leadership isn’t about holding a certain title—it’s about stepping forward when you see a gap or an opportunity to make a difference. If you are passionate about something, take action, advocate for what you believe in, and surround yourself with people who will support you.
Also, leadership doesn’t look one way. Some leaders are outspoken and directive, while others lead by quietly fostering collaboration and change behind the scenes. Find a leadership style that feels right for you, and most importantly, lift others up as you rise. The more diverse voices we have in leadership, the stronger our communities will be.”
Kelly Shearer
Executive Director and Co-Chief Executive Officer, YDance