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.
Today we focus on and find out about:
Beverley Cooke
Head of Product, Sales & Marketing
Alpine Travel
Tell us a little bit about your career journey
My career began with a passion for marketing and a drive to make an impact in industries that connect people.
Starting at Thomas Cook’s Head Office, where I joined the marketing department. It was here that I completed the CIM Certificate and Advanced Diploma in Marketing. This experience sparked my passion for strategic communication and customer engagement.
From there, I took on the role of Marketing Manager at the University of Derby. During this time, I led various initiatives to enhance the university’s profile, with new acquisitions and mergers across the education section, branding and organisational profile was at the forefront of my work.
Whilst here I completed a Master’s Degree in Marketing, and became a CIM member, as well as undertaking further professional development including digital and direct marketing.
The Master’s Degree truly shaped my approach to data-driven marketing and helped me develop a deeper understanding of the discipline, allowing me to work in a consultancy basis for local SMEs in the area, whilst remaining as a senior leader in the University.
Later, I joined Alpine Travel. Initially appointed as Marketing Manager, I embraced the industry stepping up to the role of Head of Marketing and eventually Head of Product, Sales, and Marketing.
How did you get to where you are today?
My dedication to continuous improvement and strategic thinking has been instrumental in advancing to leadership roles within dynamic industries.
Did you experience any challenges getting to where you are today?
Like many professionals, I’ve encountered challenges along the way, particularly navigating the balance between completing higher education and excelling in demanding roles.
Undertaking a master’s degree in marketing while working full-time required discipline, time management, and resilience.
Another challenge was adapting to the unique dynamics of the bus and coach sector when I joined Alpine Travel. Building knowledge about the operational side of the industry required a steep learning curve, but by asking questions, collaborating with colleagues, and immersing myself in the business, I developed confidence and expertise.
What do you like about the sector? What inspired you to get involved?
I love the bus and coach sector for its role in connecting communities and enabling mobility for all. Knowing that this industry supports education, employment, tourism, and sustainability inspires me every day. The opportunity to contribute to a sector that tangibly improves lives is both humbling and motivating.
When I joined Alpine Travel, I was inspired not just by the scale of operations, but by the sector’s potential for innovation. From sustainability initiatives to evolving customer expectations, this industry offers endless opportunities for creative, impactful work.
What did a typical day look like?
A typical day involves a mix of strategic planning and operational problem-solving. I mightstart with a team meeting to review sales and marketing campaigns or product development updates. I spend time analysing performance metrics, identifying trends, and strategising future campaigns.
Engagement with clients and stakeholders is also a key part of my day, whether meeting with partners to discuss joint initiatives or responding to customer feedback to refine our offerings. Every day brings fresh opportunities to think strategically and drive results that benefit both our passengers and the business.
What advice would you give to women thinking about a career in the bus, coach or community transport sector?
Don’t hesitate to pursue a career in the bus and coach sector. It’s an exciting industry that needs a diverse range of voices to meet modern challenges.
Build confidence in your abilities, seek out mentors for guidance, and don’t be afraid to ask questions. There’s a sense of community in this sector that’s truly supportive. With dedication and persistence, you can thrive and make a real difference.
What has been your bus, coach or community transport sector career highlight?
One of my most gratifying achievements was successfully leading Alpine Travel’s rebranding initiative, aligning our marketing strategy with modern customer expectations. This project demonstrated the power of collaboration and data-driven marketing and resulted in measurable improvements in brand recognition and customer engagement.
Additionally, expanding my role from Marketing Manager to Head of Product, Sales, and Marketing has been an incredibly fulfilling trajectory.
What three things could the bus, coach and community transport sector do to improvement the industry for Women?
- Launch targeted recruitment campaigns to encourage more women to apply for roles traditionally dominated by men, such as drivers, engineers, and fleet managers.
- Partner with local communities and organisations to highlight inspiring female role models within the industry.
- Implement mentorship programs led by experienced female professionals to guide and support newcomers.
What changes have you seen since in the sector since you joined?
The most notable change I’ve observed is the sector’s growing sophistication in marketing and digital engagement. Campaigns are becoming more customer-focused and data-driven, leveraging
insights to enhance customer experiences.
Another positive shift has been the increasing emphasis on sustainability. The industry has made strides to adopt greener practices and operate more eco-conscious fleets, which aligns with both market demands and environmental needs.
Anything else you would like to share?
If you’re passionate about connecting people and creating memorable experiences, this is an industry that welcomes your creativity, determination, and vision.
For women considering this field, I encourage you to explore it with confidence. With perseverance and a willingness to learn, the bus and coach sector offers incredible potential to make a difference while building a rewarding career.
This industry is constantly evolving, and it’s exciting to be a part of its transformation. For anyone considering a career in transport, especially women, I’d say take the leap. It’s a rewarding sector and together, we can make it even more inclusive and forward-thinking.
Thank you for sharing Beverley your story truly makes a difference.
To find out more about who Beverley works for, and career opportunities visit: https://www.alpine-travel.co.uk/join-us
