The Women in Bus and Coach “Spotlight On” initiative shines a light on the incredible contributions of women in all roles across the bus, coach, and community transport sector. From professional drivers and engineers to human resources experts and CEO’s, ‘Spotlight On’ will highlight the diverse talents and achievements of women in this dynamic industry.
As part of our International Women’s Day celebrations, we’re turning our Spotlight On the women who help lead and shape Women in Bus and Coach, from our Region Chairs and Board Directors to volunteers. Through this special series, we’re recognising the dedication, leadership and commitment of the women who work behind the scenes to strengthen our community across the bus, coach and community transport sector.
Today, we’re proud to focus on:
Sara Odley
Director of Yeldo Marketing
& Marketing Manager, Women in Bus and Coach
How did you get to where you are today?
My route into bus, coach and community transport was not planned, and I think that is what makes it interesting. I came in through the side door, so to speak, through marketing, communications and digital strategy. I run my own agency, Yeldo Marketing, which has developed a growing focus on purpose-led organisations within the transport sector, supporting them with websites, campaigns and finding the right words for the right audiences.
The more I worked within the sector, the more I realised it was not just a client list. It was a community. When the opportunity to build a long-term partnership with Women in Bus and Coach came along, it stopped feeling like work and started feeling like purpose.
Did you experience any challenges getting to where you are today? If so, how did you overcome them?
Confidence. Particularly in the early days of working independently and stepping into a sector with deep roots, long memories and established voices.
The way through it was to listen more. I made it my job to learn quickly, show up consistently and let the work speak. I have found that being curious, reliable and collaborative opens more doors than any amount of self-promotion ever could.
What do you like about the bus, coach or community transport sector?
The purpose is real and tangible. This is not a sector that has to manufacture meaning. It connects people to jobs, to family, to healthcare and to opportunity. Every route is somebody’s lifeline.
There is also a loyalty and pride among the people who work in it that you do not always find elsewhere. When you are part of a community that genuinely cares about what it does, that feeling is contagious!
What does a typical day look like?
Varied, fast and rarely dull. No two days are ever quite the same. On any given day I might be mapping out a campaign, writing content, digging into data, working on a website or helping organise an event.
A big part of the day is also keeping up with the steady stream of emails that comes with working across a busy sector. I work closely with Stephen Lynn, Women in Bus and Coach’s Marketing and Communications Director, and with colleagues, partners and volunteers across the organisation. There is always plenty going on.
What advice would you give to women thinking about a career in the bus, coach or community transport sector?
Do not assume it is not for you because you have not worked in transport before. Some of the most valuable contributions to this sector come from people who bring transferable skills and a completely different perspective. Communications, finance, HR, digital, strategy and many other skills all have a place here.
I think the sector benefits from people arriving with fresh ideas and experiences from other industries. Know what you bring, be confident asking questions and find your people.
What has been your career highlight so far?
Attending the All-Party Parliamentary Group session at Westminster in December was a moment that genuinely stopped me in my tracks. Walking into Westminster Palace to discuss issues affecting real communities across the country really brought something home to me. The work we do, even when it feels behind the scenes day to day, connects all the way through to national policy and real change.
What three things could the sector do to improve the industry for women?
- Normalise flexible working, not just in theory but across every level and type of role.
- Invest in visible role models and structured mentoring. Informal support is wonderful, but structural commitment is what creates a lasting change.
- Make practical changes that support women in the workplace, from facilities and policies to initiatives like the Period Positive campaign. Small things can make a big difference to whether people feel comfortable, supported and able to do their best work.
What changes have you seen in the sector since you joined?
The conversation has opened up. Diversity, inclusion and wellbeing are no longer niche topics discussed in corners. They are on agendas, in strategies and in boardrooms.
Where do you see yourself in five years’ time?
Still here, essentially. Still growing Yeldo Marketing and continuing to work closely with organisations in the transport sector. Still learning too, because this sector never stands still and there is always something new to understand.
Anything else you would like to share?
You do not need a traditional path to make a meaningful contribution. This sector has room for different skills, different voices and different ways of working, and it is stronger for it.
If you are wondering whether there is a place for you here, there probably is. Come and see!
Thank you for sharing your story Sara, your story makes a difference.
