On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry. So, we’ve launched this weekly series, Wednesday Women, where we’ll profile the stories of the inspiring women in this great and wide industry.
Today we speak with Lizzy Bold, Head of External Communications at Endeavour Group, a role which she has now been in for almost two years, looking after group communications, media and reputation, government relations and industry affairs, and ESG.
Before she made the move to Endeavour, Bold spent almost five years with Lion, and prior to that worked in federal and state politics. With strong stakeholder management and engagement skills, she felt the move to Endeavour was the logical next step.
“With a mixed media and government relations focus at Lion I brought a sound understanding of the industry to this role, but it’s been a steep learning curve getting to know more about retail, wine, hotels operations, gaming… the list goes on,” she said.
“I’ve always been drawn to contests of ideas, which there are a lot of in this industry. But there are always problems to be solved, issues to be dealt with, and intellectual debates to be had. We won’t always agree, but we come together and engage and that’s the most important thing.”
Social connection at the core
While Bold’s extensive career has prepared her for her role at Endeavour, she has held a personal connection with the industry for even longer, taking enjoyment from its social nature.
“I always had a really positive association with going to the pub, growing up in regional Victoria with four much older siblings, and developing an appreciation for good food and good wine, beer and drinks at a fairly young, adult age,” she explained.
“Beyond the sense of community and belonging in a country pub, I think in hindsight the thing I loved most about it was the joy of togetherness, having a yarn and learning the art of good storytelling.
“The very relatable nature of what we do is what makes it special. It’s easy to get people excited about socialising – going to the pub, having a beer, opening a nice bottle of wine with friends over a meal you’ve prepared. And then as you get to know the full supply chain, whether it’s the farmers who grow the raw materials that are used to brew beer, or the viticulturists and winemakers, or the cattle and sheep farmers who put the food on the table, the people, places and concepts just make it all the more compelling.”
For many people, the Covid pandemic and subsequent lockdowns illustrated just how important social connection is, and as we come to understand the very real health impacts associated with isolation and loneliness, and the importance of human connection, Bold finds it highly rewarding to be in the business of facilitating this.
“At its core, our industry is all about bringing people together and social connection. It’s a unique reason for being, but one that is more important than ever as people lead increasingly disconnected and digitised lives. And I think this is something that’s often glossed over in discourse around our industry.
“Most importantly, this is the thing that drives me to succeed in my career because it’s something I really care about.”
Memorable moments
With all of this in mind, it’s easy to see why Bold is so passionate about her work, and on top of this, seeing first-hand the contribution of the industry, and Endeavour, to local communities is another highlight.
“One of the greatest things about Endeavour is the focus we have on local decision-making and how this translates to really meaningful connections in the communities where we operate.
“It is incredibly rare to work for a company that exists to create memorable, social moments. The key driver for me is ensuring we never lose sight of how important human connection is – and the role our brands and products play in that,” she continued.
At times, Bold says she feels like an in-house journalist, mining the business for stories, but that also means she spends a lot of time meeting and learning from experts in other areas.
“I have been very fortunate to travel the country visiting iconic pubs and breweries, big and small, and more recently retail stores, wineries and vineyards, getting to know teams and supporting them in managing a whole range of media and reputation issues – and celebrating a few wins and special milestones along the way too,” she added.
“Working on a couple of significant mergers and acquisitions at Lion was a lot of fun, especially getting to know the seriously impressive heads and good hearts behind Four Pillars and Stone & Wood. I joined Endeavour just in time for our acquisition of Cape Mentelle in Margaret River, so it’s fair to say my brand preferences are pretty much set for life now when ordering a gin and tonic, beer or Chardonnay.”
Taking great joy from her role in the corporate affairs and sustainability team, Bold told The Shout: “It’s fantastic to talk a bit about my role because media and corporate affairs folk don’t really get the opportunity to do so, as we’re often the ones behind the scenes.”
