Sponsored article: Celebrating influential women across the drinks industry
Shona Goodlad
Head of Account Management – Mid Market, for Sky Business
How long have you been in the industry?
I’ve been with Sky for over 22 years, with most of that time spent supporting Business customers, particularly across the Hospitality sector.
What is the best thing about working in the licensed trade?
I’ve always loved hospitality — both personally and professionally. It’s such a resilient, people-focused industry. The individuals who work in hospitality bring great energy, dedication and fun, and I’ve always enjoyed partnering with a sector that puts customers at its heart.
My roles have changed over the years and now I have pivoted towards connectivity and tech solutions for businesses and I’m really enjoying seeing how the Hospitality industry is approaching the ever-changing tech and customer landscape.
What challenges have you faced as a woman working in the industry?
At times, I’ve felt underestimated — although I’ve come to see that as a strength too. Early in my career, I looked quite young (which I now fully appreciate!), and people occasionally assumed I was more junior than I was.
That was frustrating, but it taught me the importance of presence, confidence and ensuring I commanded respect. While this can happen to anyone, it shaped how I showed up as a leader and helps me think about how I include everyone in any room I am in now.
Who have been the most influential mentors in your career so far, and what did you learn from them?
I’ve been fortunate to have many influential mentors — both men and women.
One of our former MDs at Sky made a huge impact when he reframed my maternity leave during a keep-in-touch day. He described it as a positive for the business — that I would return with a refreshed perspective, almost like an external consultant, but with deep knowledge of our organisation. It was the first time I’d heard time away framed that way, and it really stayed with me. I’ve made sure to pass that message on to others, so they understand the value they bring when they return.
Another leader helped me reflect on the difference between drive and ambition. They reminded me that it’s okay not to be focused on the next role all the time — that being driven to deliver brilliantly in the role you’re in is just as important. At a time when I had young children and little sleep, that understanding meant a great deal and helped me thrive.
What advice would you give a young woman starting out in hospitality in 2026?
My biggest advice is to be your authentic self. I really admire the work of John Amaechi, particularly his challenge to the old idea that women needed to develop the traits they were ‘lacking’ to succeed — essentially being more like men. That narrative is outdated.
You are not deficient. A balanced, diverse workplace is better for everyone — customers, teams and performance.
So:
- Be yourself, confidently. You shouldn’t need to reshape who you are to progress;
- Back other women. I’ve always had a fantastic ‘work girl gang’ who lift me up, and I see it as my responsibility to do the same for others;
- Create supportive networks. None of us succeed alone — the right people around you make all the difference.
Find Shona on LinkedIn
