IWD 2025 - an interview with: Victoria Smith

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

I got my start in live events at 15 after blagging my way into the Box Office at Newcastle Arena for my school work-experience week. That led to a job at Sunderland Empire, where I threw myself into everything I could. Live Nation took a chance on me for their venue management trainee scheme, which took me across multiple theatres, but my heart was always in live music.

At 20, I took a step back to move forward, joining Academy Music Group in Oxford as Box Office Manager to break into the industry. I volunteered for anything I could, repping at other venues, secondments to Live Nation Festivals, and even promoting in-house (I was Catfish and the Bottlemen’s first Oxford promoter!) I quickly moved up to Assistant Manager before eventually leaving to run Arts Club in Liverpool for Mama Group. From there, I oversaw major venues and outdoor shows at VMS Live before landing what would have been my dream job as an eight-year-old…Nickelodeon! Then the pandemic hit.

That’s when Carl and Richard asked me to join Ghostwriter. Now, I co-lead the company, working with independent venues across the UK and developing Gig Lab, a platform to connect venues and promoters more efficiently.

Looking back, every step reinforced a very Northern mantra, “shy bairns get nowt.” If you don’t ask, you don’t get.

What does the International Women’s Day slogan “Accelerate Action” mean for you?

"Accelerate Action" is about moving beyond conversation and making real, measurable progress. In live music and events, gender diversity has been discussed for years, yet women remain underrepresented in leadership and technical roles. Change isn’t going to happen naturally; it requires deliberate action. It’s about shifting from passive support to active change, so the next generation doesn’t inherit the same challenges.

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

For me, it’s about genuine support, not just words. I’ve been lucky to have incredible women around me throughout my career; sharing opportunities and giving honest advice. That kind of support makes all the difference, and it’s something I try to pass on wherever I can.

At Ghostwriter, we’re a female-led company, with women making up more than half of our team across all levels. In a male-dominated industry, we’re not the norm, but we know the value of creating an environment where women support each other, rather than feeling like they have to compete.

Winning a Women in Innovation Award through Innovate UK reinforced this even more for me. It’s not just an award, it’s a network of women who actively lift each other up. We share opportunities and celebrate each other’s successes. 

How important is diversity across senior leadership teams?

The true benefits of diversity in leadership teams aren’t just about who gets a seat at the table, it’s about who has the power to shape the conversation. The more diverse leadership becomes, the more we push industries forward, break down barriers, and create real change.

In the live music and events industry, leadership should reflect the audiences we serve and the communities we work in. But too often, the same voices dominate the conversation, and that holds progress back. If leadership teams all look the same, think the same, and hire the same, they’ll keep making the same choices and reinforcing the same blind spots.

At Ghostwriter, we’ve seen firsthand how diverse leadership leads to better decisions, and a stronger business. The more perspectives at the table, the more opportunities we create. 

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?

These numbers don’t reflect a lack of talent. They reflect barriers that still haven’t been broken down. Women aren’t being promoted at the same rate, not because they aren’t capable, but because the system isn’t built to support them.

Beyond childcare costs keeping women out of the workforce, leadership pathways still expect constant availability, uninterrupted careers, and extensive networking, standards that disproportionately exclude women. Bias in hiring and promotions and limited flexibility at senior levels make progression unnecessarily hard. This results in women being locked out of leadership while men continue to progress faster.

One of the biggest barriers is funding and investment. Less than 10% of venture capital investment in the UK goes to female founders, despite women starting businesses at the same rate as men. This isn’t just about individual careers, it’s about who gets to create businesses, shape workplace cultures, and set the standards for the next generation. Without investment, fewer women-led companies are built, meaning fewer workplaces designed with inclusivity in mind, and the cycle repeats.

The Women in Innovation program from Innovate UK was created because so few women were applying for innovation funding, just 1 in 7 applicants. Now, through targeted action, that number has increased to 1 in 3. It proves that when you actively remove barriers and provide the right support, change happens, and it doesn’t need to take a generation! 

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?

Businesses want to do better, but for many, especially SMEs, the reality is they’re just trying to survive. Expecting them to fix systemic inequality alone isn’t realistic when policies and statistics around parental leave, childcare, and funding still leave women at a disadvantage.

That said, there are things business leaders can and should do. Hiring with intent, looking beyond skills gaps to ensure diversity at every level, creates stronger, more innovative teams. Flexibility should be the norm, so women aren’t forced to choose between career progression and family.  Pay transparency matters too, it’s not about telling women to be more assertive, it’s about making sure they’re given the same opportunities and compensation as their male counterparts as standard.

But without real policy change, businesses can only do so much. Properly funding female-led businesses and fixing the childcare crisis would make a tangible difference. The gender gap isn’t going to close by hoping for progress, it’ll close when we remove the barriers holding women back.

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

• First who, then what. Jim Collins’ Good to Great nailed it, success starts with the right people, not the perfect plan. A strong team will adapt, innovate, and push things forward, no matter where the business goes. Hire for mindset, not just skill, surround yourself with people who challenge you, and the rest will fall into place.
• Build a network before you need it. Mentors, allies, and collaborators can open doors you didn’t even know existed. The best opportunities often come from conversations, not applications. Invest time in relationships, not just when you need help, but consistently, it will always pay off.
• Know when to lead and when to listen. Leadership isn’t about having all the answers; it’s about asking the right questions and trusting the expertise of those around you. The best leaders aren’t the loudest in the room, they’re the ones who create space for others to thrive.

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

Back yourself before anyone else does. Don’t wait until you feel 100% qualified to go for the role. Leadership isn’t about knowing everything from day one; it’s about learning and adapting. Surround yourself with people who push you forward, not hold you back, and don’t be afraid to ask for the pay rise, the promotion, or the opportunity. Always remember, “shy bairns get nowt!”

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

There are too many to count, which I feel really fortunate to be able to say. What also mattered was having those role models at the different stages of my career.

In my early theatre days, my “Box Office Mams” at Sunderland Empire pushed me forward for opportunities and had the patience to guide me through my teenage years. Without their support, I may not have stuck it out. Siobhan Roxburgh nominated me for my first award at Liverpool Empire, giving me a confidence boost early on. Helen McGee gave me my first break into the music industry and showed me that a woman could successfully juggle family life while running multiple venues and owning any room she walked into. Lucinda Brown was there when I took on my first General Manager role at Mama Group, making sure I found my feet without falling on my face!

Now, I’m surrounded by incredible women every day. Karen Lillycrop has been a constant, we’ve worked together in three different companies, and she’s one of my best friends. She’s shown me that leadership is about loyalty, trust, and supporting those around you (as well as never missing a deadline and always getting things in writing!) Gemma Shamah, one of my business partners, is genuinely the most impressive person I’ve ever worked with, she’s an absolute machine, and I’m in awe of her every day. And then there’s Molly Doyle, who brings energy, organisation, and the ability to keep everything and everyone moving forward. She’s the glue that holds so much together.

I’ve learned so much from watching, listening, and working alongside so many brilliant women. Some have pushed me forward, some have backed me, and some have shown me exactly the kind of leader I want to be.