United by support: Unitas Wholesale

In the third instalment of our series on female leaders in the sector, Wholesale News chatted with the women that drive Unitas Wholesale forward

BELINDA PARKINSON
Head of Marketing

Having joined Unitas in December 2024, I’m still relatively new to the world of wholesale, but before that I spent 11 years on the supplier side with Arla, so I had some understanding of how the sector works. I also spent time in financial services where I learnt so much about data, customer engagement and business strategy. This experience also made me realise that my real passion lies in FMCG, wholesale and retail. What drew me to Unitas was the scale and influence of the group, balanced with the opportunity of autonomy to make a tangible impact.

WN: How has your experience in wholesale been so far?

Fantastic! Wholesale really does feel like one big family. Everywhere I have been I have been struck by how collaborative and welcoming everyone is. There’s a genuine sense of shared purpose; people work together to make things happen.

I’m thoroughly enjoying my time at Unitas and feel proud to be part of such a connected industry.

WN: What has been the biggest challenge you’ve faced?

Returning from maternity leave and during the early years of balancing a young family it was hard not to feel like you’re failing on all fronts. The guilt can creep in from every direction. Juggling a career with the demands of family life is a constant balancing act.

Trying to give your all to your role while also being fully present at home means you can feel stretched and guilty at all times. Since then, I have learnt to be kinder to myself. I have set boundaries and recognised that balance doesn’t have to mean perfection.

I believe that this experience has made me a more empathetic leader and given me a deeper appreciation for how important flexibility and understanding are in helping people, especially women, to thrive at work and at home. As an industry and as a society, we can do more to support women and create environments where they don’t feel like they have to choose between career and family.

WN: And your biggest success?

I’ve worked hard to step into roles that push me outside my comfort zone and allow me to keep growing, not just in terms of responsibility but in terms of influence and impact too. I’m proud of how I’ve evolved from managing projects to leading people, shaping strategy and helping others reach their potential.

WN: What can be done to improve things?

More flexibility, in working patterns and in mindset. Encouraging mentorship, championing diverse leadership styles and continuing to normalise conversations around work-life balance will make a real difference. We must keep celebrating female role models and ensure women see clear pathways to progress, whether they’re at the start of their careers or returning after a break.

My advice

Don’t wait to feel ‘ready’; just take the opportunities that come your way and learn as you go. Be visible, be curious and back yourself. Most importantly, bring your authentic self to the table as that’s where your greatest strength lies.

LAURA ROWELL
Trade Marketing Manager

Wholesale is one of those sectors that operates behind the scenes but plays a critical role in keeping the nation moving. I started in retail and moved into wholesale with the demerger of Nisa Today’s.

WN: How has your experience been?

Hugely rewarding; the constant challenges keep me motivated and engaged. It’s a fast-paced, dynamic environment that pushes you to keep learning and adapting.

WN: Are female leaders visible enough?

There are more women in senior roles now than ever before, and it’s vital that continues. We see so much more of women succeeding on platforms such as LinkedIn, which makes it seem possible for others.

WN: What has been your biggest challenge?

Balancing strategic vision with day-to-day execution can be a challenge in such a fast-paced environment. Priorities can shift quickly based on market trends or customer needs and learning to stay focused on long-term goals while adapting to change has been vital.

WN: And your biggest success?

Delivering campaigns that make an impact. I’m proud of how collaboration between suppliers and members has helped amplify their messages and drive meaningful results.

WN: How can we improve things?

Make the sector more appealing to women by building strong networks and mentorship opportunities that encourage connection, confidence and career growth.

My advice

Build your network, find mentors and never underestimate yourself!

KELLY JACKSON
Own Brand Controller

I’m another who fell into wholesale by chance but with experience of product lifecycle and project management.

WN: Are female leaders visible enough?

No, but this applies to most sectors.

WN: Have you ever felt held back?

Yes, my background is in science, engineering and manufacturing, which have all been male-dominated. Despite being at director level in all-male senior teams, there has been times where I have not been taken seriously.

WN: What has been your biggest challenge?

I have had some fantastic and supportive male colleagues, but I have found leading teams of men in traditional manufacturing environments difficult.

WN: And your biggest success?

I’ve had experiments I developed used in ‘the science bit’ in Dove shampoo adverts, but in wholesale, despite knowing nothing about the sector, I’ve launched more than 50 own-brand SKUs in just nine months.

My advice

Show others that you can do it. If you believe in yourself, others will believe in you too.

RACHEL GRIST
Trading Controller

I didn’t really know much about wholesale and started my career in customer service, where I learned a lot about people and products. From there, I worked my way up the career ladder and discovered wholesale, where I could use those skills on a bigger scale. Once in the sector, I loved how dynamic it is.

WN: How has your experience been?

It’s been great. I really enjoy the pace and variety of the work, and it’s been a great opportunity to grow personally and professionally.

WN: Is female leadership visible enough?

There’s still a way to go. I’ve had the chance to work with some amazing women leaders, but I think we need to do more to highlight their contributions and create more opportunities for others to follow in their footsteps.

WN: What has been your biggest challenge?

I’d say it’s keeping up with the pace of the industry. Things change so quickly and that can be hard to adjust to, but over time, the pace has helped me become more confident handling whatever comes my way.

WN: And your biggest success?

That has to be working my way up to a buying role within wholesale – it has taken a lot of learning and persistence and I’m really proud of what I’ve achieved.

WN: How can things be improved?

More support and visibility would be impactful. Things such as mentorship, training and making sure women have equal opportunities to move up in a business can make a huge difference.

My advice

Don’t be afraid to speak up. It can be a tough industry at times, but if you stay confident and support others you can go far.

ASHLEIGH CHEETHAM
Senior Trading Controller

I joined Nisa Today’s as an admin assistant on the retail club team as my first proper role. In my interview. I was asked by the trading director where I wanted to be in five years. I replied confidently, if a bit naively, that I wanted to be in a trading role within five years and in a senior role within 15. This is exactly what’s happened.

When Today’s demerged from Nisa, I grabbed the opportunity to step into trading as a junior trading controller. It was a steep learning curve but it gave me a solid commercial grounding. Two years later, I was promoted to trading controller. After the merger with Today’s and Landmark, I became senior trading controller in October 2022. Recently, I stepped up again to head up the retail trading team, managing all retail categories, which is a real career highlight.

WN: How has your experience been?

I have loved the journey so far. Wholesale has challenged me, pushed me out of my comfort zone and opened doors I didn’t even know existed. I’ve been lucky to have some incredible mentors, many of them women, who have set the bar high. They’ve been role models, showing me what strong, authentic leadership looks like. I model so much of how I show up every day on what I have learned from them.

WN: Are female leaders visible enough?

Progress isn’t moving at the pace it should. We are seeing more women stepping into senior roles, and that visibility matters.

For women coming up through the ranks, it’s so important to actually see people like you in leadership roles. It’s not just symbolic; it shows that progression is possible.

However, the job should always go to the right person – it’s about ability, attitude and fit, not box-ticking – but if we want a leadership landscape that reflects the talent in this industry, we have to make sure the opportunities and pathways are there for everyone. The industry needs to be intentional about change.

WN: Have you ever felt held back?

I work in environments where hard work, attitude and ability are recognised so no, but there have been moments where I’ve had to speak a bit louder or assert myself more clearly to make sure my voice was heard. This is still a reality for many women in business. It’s not about being aggressive, but about making sure you are part of the conversation.

From my very first role through to stepping into senior leadership, I’ve always felt that if I delivered, opportunities followed. However, I’m very aware that not everyone has had the same experience, which is why visibility and representation at senior levels matter so much. It sets the tone for what’s possible.

WN: What’s been your biggest challenge?

So far it has been navigating constant change, whether it be mergers, evolving categories or shifting consumer behaviour, all while stepping up into a more senior role. Each transition has tested me in new ways, but those challenges have also shaped my leadership style, making me more resilient, pragmatic and forward-looking. Balancing strategic decisions with the day-to-day commercial realities is not easy. You’re constantly switching between leading through uncertainty and making sure the basics still run like clockwork.

WN: How can things be improved?

We need to shout louder about the breadth of roles in wholesale and highlight female success stories. We also need to actively challenge old stereotypes; wholesale isn’t a ‘man’s world’ and the more we reflect that in how we recruit and promote, the better.

My advice

Wholesale rewards people who are curious, resilient and adaptable, qualities that often shine when you step into the unknown. Make your ambitions known and never underestimate the power of building strong relationships. So many opportunities in this industry come from trust and connection as much as job titles and organisational charts.

KATIE HINCHLIFFE
Foodservice Controller

Wholesale wasn’t something I’d considered as a career; I had no idea how dynamic and huge the industry was. I joined Today’s Group as a trading admin and this first role gave me a real grounding in how the sector operates and opened my eyes to the scale and variety within the channel.

Wholesale is such a friendly and collaborative community with a real sense of people wanting to help each other succeed, whether that’s across suppliers, wholesalers or retailers. It’s also an industry that constantly evolves, with changing regulations, occasions and trends.

In my experience, wholesale, and Unitas as a business, has always encouraged career progression. I have progressed from admin assistant to trainee trading controller to then becoming trading controller and I’ve had incredible support along the way.

My advice

Believe in the value you bring and don’t be afraid to put yourself forward.

Ashleigh Cheetham Belinda Parkinson Diversity and Inclusion Katie Hinchliffe Kelly Jackson Laura Rowell Rachel Grist Unitas Wholesale Women in Wholesale