Tide X AllBright Pitch Day – Meet Heather Cobb, SVP of Member Engagement

As part of our Women in Business programme, we’re excited to be partnering with AllBright for their upcoming Pitch Day! It’s an exclusive event designed to champion female founders who are just starting their journey with Tide, by connecting them with investors, industry leaders – and the chance to secure £5,000 in investment!

Today, we introduce you to Heather Cobb, our very own SVP for Member Engagement! Heather leads a team focused on creating and marketing products that help address the needs of small business owners. In her own words, “it’s a really fun role in a fast growing company”!

Hi Heather! What have been the most pivotal moments in your career that shaped your leadership style?

There are so many, but one that sticks with me is the way one of my leaders responded when I’d applied for a role outside of his team, and didn’t get it. I was really upset, and he was fantastic in that moment – he helped me understand what opportunities were still available, and how to better prepare for future moves. That really stuck with me, and that’s the type of leader I want to be to my team.

I try to bring a balance to my team – I’m understanding, but equally, I challenge them to help them grow and develop.

What challenges and opportunities have you faced climbing the corporate ladder in the financial sector, and what advice would you give to other women aspiring to reach executive leadership?

The single biggest thing can be to have confidence in yourself, to put yourself forward for that next step, even when you don’t feel fully ready.

There’s a lot of research that suggests that women will hold back and not put themselves forward for challenging projects or new roles, if they don’t feel they can meet all of the criteria. On the other hand, there’s a tendency for men to say ‘I’ll have a go’. I think my biggest piece of advice for women would be to reflect on their strengths, and to take inspiration and confidence from that to take on new challenges and opportunities.

In your experience, do you find there’s a difference between the leadership styles of male and female leaders? If so, how do these differences impact business growth, decision-making, and investor confidence?

I don’t think so – it varies from person to person, and I don’t agree with broad generalisations. I’ve had amazing female leaders and male leaders, and have learnt a huge amount from both!

I think the biggest impact on business growth and decision making relates to having confidence in one’s own abilities, as well as having confidence in one’s teams. When that’s clear, investors will react accordingly.

What advice would you give to female founders at the beginning of their journey, specifically when seeking investment and scaling their businesses?

While I haven’t founded a business myself, I have huge respect for those who take that leap.

From my experiences interacting with Tide members – which is one of the things I love best about my job – I’ve seen how important it has been for those founders to build a strong support network. Find people that have been on similar journeys. I really do think the small business community is a fantastic one, and there are so many people out there that are willing to offer support and guidance.

What’s the best way to handle tough questions during a pitch?

It really is a case of preparation is key. Do the homework, practice, know your numbers inside out, and practice the pitch in front of a friend who will ask you the tough questions.

It’s absolutely okay not to have the answer in the moment – don’t let that panic you! Say “Great question, let me follow up with the more detailed information that you’re looking for”. A lot of it comes down to having confidence knowing that you know your stuff.

Finally, what’s your top tip for founders pitching their businesses to investors?

Tell a great story. Investors are human, and humans love stories. Explain what your idea brings to the table, what it solves, and why it’s exciting. If you can tie it back to personal experiences – either yours or someone close to you – and get investors really bought into your idea.