B&Q’s Ginny Wakefield Drives Digital Growth and Equality

Ginny Wakefield, ecommerce director at B&Q, has overseen a surge in the retailer’s digital growth while pushing gender‑equality initiatives across its stores and supply chain.

From fashion roots to digital leadership

Wakefield started in fashion, studying design before taking a retail job that sparked a love for the fast‑paced trading side of the business. She joined New Look in 2007 and, while on maternity leave, was asked to help launch the company’s ecommerce platform on a part‑time basis.

Within six months the online operation accelerated, prompting her return to a full‑time role. That early exposure to online retail shifted her focus from style to technology. “I became fascinated by the transformation that digital brings to businesses,” she said, noting the same adrenaline rush she felt in her first retail job.

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Today she leads marketplace, ecommerce and retail media at B&Q, three high‑growth areas that require cross‑functional collaboration and frequent team alignment. She also sits on the company’s board, where she helps shape broader strategy.

Balancing work and family

When Wakefield’s daughter was eight months old, she returned to work and described the ensuing years as “fairly chaotic.” Support from her husband, a local breakfast club and after‑school care made the schedule manageable, though she often felt she was just keeping her head above water.

Her daughter, now a university student studying sport and exercise science, shows an independent streak, having cooked gourmet meals by age eleven.

Wakefield observes that many senior colleagues with young children face similar pressures. “I really admire them because I remember exactly what that stage feels like,” she said, highlighting the need for flexible policies that acknowledge parental responsibilities.

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Championing women within B&Q

Beyond her official duties, Wakefield is a vocal advocate for the company’s gender colleague network. She emphasizes the importance of building awareness, creating understanding, and driving meaningful action to address an uneven playing field.

Increasing visibility for women in trades

Research commissioned by B&Q found that 75 % of 16‑ to 18‑year‑olds cannot name a woman working in the trades, reflecting the sector’s low female participation—about 2 % overall. The study also showed half of surveyed girls felt they had fewer opportunities than boys, citing limited apprenticeship information and perceived physical demands.

To address these gaps, B&Q created a £1 million apprenticeship fund, though uptake among girls remains modest. The “Do the Lifting” campaign aims to showcase existing female tradespeople, while TradePoint counters in more than 200 stores feature women experts who advise customers on material choices and project planning.

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“You’ve got to see it to be it,” she said, noting that highlighting skilled women can inspire the next generation.

Advice for aspiring women

When asked what she would tell women considering a trade career, Wakefield offered a straightforward mantra: “Think about all the things you would do if you weren’t afraid – and then go and do them.” She urges self‑belief, courage and resilience, quoting a personal motto displayed on her wall: “They whispered to her you cannot withstand the storm, she whispered back I am the storm.”

She adds that women are often underestimated, and the onus is on everyone to demonstrate competence and authority in their fields.