Meet the Ambassador: Maria Bichl

With more than 15 years of international marketing experience across hospitality, tech, and real estate, Maria brings a unique blend of strategic growth thinking and human-centred leadership to the flexible workspace sector.

As Head of Marketing EMEA at infinitSpace, she works at the intersection of technology, real estate, and community – helping shape brands and experiences that support how people work today.

Maria’s career journey has taken her through luxury hospitality, high-growth tech companies, and international scale-ups. That diverse path ultimately led her to the flex space industry, where many of those experiences naturally converge.

“Hospitality taught me to look at businesses through a human lens, to anticipate needs, build trust, and create environments where people feel seen and valued.”

Today, the flexible workspace sector feels like a natural fit for Maria. Her work now focuses on connecting people with spaces that support productivity, creativity and belonging in a rapidly evolving world of work.

Leadership without a rulebook

One of the biggest lessons Maria has learned in leadership is “That leadership is not about having the answers – it’s about creating clarity when there are no clear answers.”

Earlier in her career, she felt pressure to always appear decisive. Over time, her understanding of leadership evolved. “The real skill is sense-making: listening deeply, aligning stakeholders, and helping teams move forward with confidence even in ambiguity.”

Leading through uncertainty, whether scaling teams during periods of rapid growth or navigating major industry disruption, has been one of her greatest challenges. Her approach has shifted from control to trust.

“Trusting my team, trusting the process, and trusting my own judgment built over years of experience.”

Transparent communication and psychological safety became key ingredients for maintaining alignment during difficult moments.

Owning your voice

Leadership authenticity means letting go of outdated expectations around how leaders should behave. “Owning my voice means not editing myself to fit a predefined leadership mould.”

Like many women in leadership roles, she once felt the pressure to strike the perfect balance between strength and likeability. Over time, her perspective shifted.

“Today, owning my voice means speaking with clarity, setting boundaries, and being comfortable with not being everyone’s favourite – while still leading with empathy and respect.”

She also sees leadership as a platform for creating opportunities for others.

“It also means using my voice to create space for others, especially women who are earlier in their careers or transitioning into leadership.”

Turning setbacks into growth

Not every career risk pays off, and Maria believes those moments often provide the most valuable lessons.

“I’ve taken roles where the idea and ambition were right, but the organisational readiness wasn’t.”

While those experiences initially felt like failures, they sharpened her ability to assess leadership alignment, culture, and operational readiness before making decisions.

“I learned to ask better questions before saying yes, and to trust my intuition when something feels misaligned.”

Impostor syndrome and growth

Even with extensive leadership experience, impostor syndrome still appears from time to time, especially when stepping into new industries or senior roles.

Maria combats it by focusing on evidence rather than emotion.
“I remind myself of what I’ve built, scaled and delivered – not as ego, but as fact.”

She also believes openly talking about impostor syndrome helps remove its power.

“Most importantly, I’ve learned that growth almost always feels uncomfortable. If I feel slightly out of my depth, it usually means I’m exactly where I need to be.”

Avoiding burnout in a demanding industry

For Maria, work–life balance isn’t about perfection.

“I don’t believe in perfect balance, I believe in intentional rhythms.”

As a working mother in a fast-moving industry, she pays close attention to energy levels and recovery rather than just the calendar.

“I’ve learned that burnout doesn’t come from working hard, but from working without meaning.”

Maria says that it’s all about purpose, both at work and at home, which is what makes intensity sustainable.

The role of mentorship

Mentorship has played a defining role in Maria’s career. “Having people who challenged me, believed in me, and shared their experience at the right moments made a real difference.”

For the past seven years, she has also been mentoring women earlier in their careers , something she describes as deeply meaningful.

“I truly believe we all need role models at different stages of life – people who show us what’s possible and help us believe in our own potential.”

Her advice for approaching mentorship is simple.

“The best mentorship relationships start with curiosity and openness, not expectation.”

Standing out in the flex industry

Maria believes three capabilities are essential for anyone looking to grow within the flexible workspace sector:

• Adaptability
• Commercial thinking
• Emotional intelligence

“Leading people, not just processes.”

For those early in their careers, curiosity and cross-functional experience can make a huge difference.

“Stay curious, seek feedback, and intentionally work across functions rather than staying in silos.”

Representation and the future of leadership

While Maria has seen progress in diversity and inclusion across the industry, she believes the next step is ensuring diverse voices actively shape strategy.

“What’s next is moving from representation to influence.”

Leadership visibility matters because it shapes perception.

“People can’t aspire to what they can’t see.”

Why Women in Flex matters

For Maria, Women in Flex represents far more than a professional network.

“Women in Flex creates a space for connection, visibility and shared growth in an industry that is still defining itself.”

She believes the initiative helps build both confidence and momentum for women across the sector.

“It goes beyond networking – it builds confidence, community and collective momentum.”

As an ambassador, Maria hopes to actively contribute to shaping a more inclusive industry.
“I look forward to sharing experience honestly, mentoring generously, and helping shape an industry where leadership is more inclusive, human and forward-thinking.”