IWD 2025 - an interview with: Ruth Rainbow

Tell us a little about your career journey leading to where you are now.

I’ve epitomised the term squiggly career having worked in large consultancies in both the UK and Australia – which formed the basis of my now 24 year career. Becoming a Mum shifted my priorities, and I moved into service delivery roles before going inhouse with both Virgin Media and now Virgin Atlantic. Like many women I have taken roles that limited my growth due to caring commitments and have felt the very real frustrations of the lasting impacts of those decisions

What does the International Women’s Day slogan “accelerate action” mean for you?

I feel a huge sense of responsibility for those in my care. I’ve seen too many leaders emulate assertive behaviours and ‘pull up the step ladder’. The term accelerate means not only do something, but do it now, do it consciously, demonstrably and effectively.

How important is it for women to lift each other up and what does that mean to you?

Clearly there are strategic commitments that will shift the dial for women in leadership but to me personally, its also the small things: knowing that cheerleader is in the room encouraging you – the small smile, the quick wink. One of the things I’ve really enjoyed about my current role is how the women I work with don’t dilute anything – they’re powerful and impressive but collaborative. Being a team-player means winning together – the airline industry is the ultimate team sport, so I see that on a daily basis.

How important is diversity across senior leadership teams? 

We are fundamentally here to serve our guests – and as such we need to know and understand our guests, this isn’t just a moral obligation it’s a commercial one. We’re a global airline and we are committed to growing our thought diversity, at all areas of the business.

Senior leadership: 26%, C-suite: 19%, 1 in 4: Chief-level. These are the percentages and numbers of female leaders in our industry. What do these numbers represent to you?

That there is more work to do – but I’m also from a generation where although my Mum worked full time – most women I knew were carers, not in professions. We also have to reflect how far we have come too

As a successful leader, how do you think (business) leaders can accelerate action toward closing the gender gap and ensuring equal opportunities in the workplace?

Listening is a much-undervalued skill – the evidence is there, learn to listen. 

Consider challenging traditional talent mapping activities – when roles are only for an internal audience, we limit the ability to broaden diversity

Can you share your top tips for entrepreneurial/managerial/leadership success?

Active listening – it shows your commitment …and you learn.

Show recognition regularly – it goes a long way

Lead with humour, camaraderie and celebration – the days are long, be together, enjoy it.

What’s the most important piece of advice you’d give to a woman thinking of starting a career at leadership level?

Be yourself – you are unique, you’re not perfect and you will learn – but be authentic.

Have there been any role models through your life (work or professional) who have helped shape you as a leader?

I’m very lucky to have worked for some exceptional leaders – who have delivered great things. But I would say the role models who’ve shaped me have been the individuals I work alongside – those who have challenged my thinking and with whom I’ve built lasting relationships. These people are the foundations of my own learning – and make my days so enjoyable. These are the people I chose to leave my family and spend the day with – and I’m very fortunate to be surrounded by the very best.