This month is International Women’s Day 2025, the theme #AccelerateAction reminds us that progress toward gender equality requires more than just conversation, it demands bold, decisive steps. Across industries, women in leadership are not just breaking barriers, they are actively reshaping workplaces, policies, and cultures to create a more inclusive future.
In this interview series, we have a fantastic group of inspirational women leaders, sharing their insights, challenges, and strategies for accelerating action. Their stories highlight what it takes to not only reach the top but inspire other women looking to progress their career into a leadership role.
First up, we have Deborah Darlington, former Director of Brand, Marketing & Sustainability at the Cooperative Bank, Chief Membership Officer at Beyond the Music and lecturer at Greater Manchester Business School.
1. Please could you provide an overview of your role?
For almost 16 years I worked for The Co-operative Bank across a number of roles, but always within Brand and Marketing. My final role was Director of Brand, Marketing, Communications and Sustainability. Clearly, this was a broad remit, but I loved the variety, and I had an incredible team working with me which made the role both rewarding and fun. I led a team of approx. 60 talented marketing, sustainability and Communications experts - which allowed me time to focus on setting the direction and strategy for my area.
By the time I did leave the bank I felt very proud of what we had achieved; we created award winning brand and marketing campaigns - always exceeding their KPI's, worked with key charity partners on some brave initiatives including Shelter and Friends of the Earth, set the bank strategy for the transition to Net Zero, all whilst ensuring we retained the banks lead position in the UK for ESG and Ethical leadership.
I have always been passionate about brand/marketing and sustainability so when it was time to leave the bank, and as a keen supporter of the co-operative/mutual business model I have took the opportunity to work with CoopsUK and both Oli Wilson & Sarah Pearson the founders of the incredible movement "Beyond the Music" which is a conference and festival that shines a light on the challenges within the music industry; including promoting grass root artists and venues and more well known artists ensuring they are protected for the future. I am also lecturing at Greater Manchester Business School on the under and post grad/master's programmes, so that keeps me busy.
I have really enjoyed making the most of opportunities that have come my way and the variety this has given me and am excited to see what happens next.
2. What do you feel is the biggest challenge you have faced in your career so far?
I have had a great career and been presented with many opportunities and it's not over yet. But working in Marketing for over 25 years there are clearly some frustrations. The major one is when I see internal talent get overlooked for new opportunities/promotion and the business recruit externally and are then surprised when the stars of the team leave the business.
Also, many businesses (in my opinion) still don't truly understand the value of marketing. I have seen examples where the marketing function is absorbed under other areas and therefore doesn't have a strong enough voice round the table. I genuinely believe those firms where Marketing has a seat and plays a key role in setting the broader business strategy perform far better than those that don't.
3. What are you most proud of in your career so far?
Too many things. But a few that spring to mind ...
Ensuring the bank retained its ethical lead and stayed true to its brand positioning and unique point of difference through the most tumultuous times in its history.
Leading the team to ensure the banks 150h Anniversary celebrations were epic (and they were) - it created a 12-month buzz, celebrating our heritage, past, present and future.
Being part of the team that led the bank back to profit and strength leading it to be acquired by Coventry Building Society, so it is member owned again.
Leading the taskforce to position the bank as number 1 for ESG across the UK and Europe and retaining that position for 3 years - and it is still first today.
Filming a TV ad with the Masai Tribes deep in the Serengeti in Tanzania with Oxfam was an experience I will never forget.
The incredible people I have worked with across all the roles I have had, some of whom have gone on to become CEO's and leaders of great businesses But, genuinely I have made some amazing, life-long friends along the way and it is those I will cherish the most.
4. What advice would you give to women who aspire to work in a leadership role?
Have confidence in your capabilities, take the opportunities that come your way, be kind, elevate others, speak up, be human - have empathy, trust your gut, if it doesn't feel right it probably isn't - don't ever do anything you feel compromises your own personal values, but most importantly be your true self. You are amazing and others will see that too.
5. This year’s theme is Accelerate Action, what factors do you think have caused an imbalance at the top of the ladder between men and women, and what do you think businesses need to do to improve gender equality in senior leadership?
Where to start. The imbalance is two-fold, the long legacy of a male dominated world which does still exist today particularly in certain disciplines and sectors but also not enough women feeling confident enough to put themselves forward for the "big" roles.
But it is changing - I work with some incredible female leaders, and it's clear to see that the most inspirational of those are the women that are confident in what they do and what they have achieved and more importantly they lift other women up, advocate for women and speak up when things aren't right. Interestingly, I saw this week that Coop Group have a female skew in their leadership team which is powerful to see.
Moving forward, organisation's need to be more accountable for their inclusion policies; they need to understand what their data is telling them and make significant changes to deliver the change needed to make sure it's a level playing field for all. As a mum to an 11-year-old daughter I sincerely hope she can achieve her dreams in a fair and equitable way.
Forward Role
Huge thanks to Deborah for taking the time to share her experience and in sights with us! Keep your eyes peeled for the next instalment of our International Women’s Day Series.
If you are looking to take the next step in your marketing career – get in touch with the team to chat about our current opportunities.
If you're looking to hire marketing leadership talent, our FR Executive Team can help you find inspiirational talent for your business. Get in touch here
