Meet the Ambassadors: Nicola Jones

How a customer-focused approach paved the way to a future in flex  

Nicola never set out to work in the coworking and flex industry – in fact, she jokes that she wouldn’t have even known what “flex” meant a few years ago. But with a career built around people, problem-solving, and creating spaces that make others feel seen and supported, it’s clear Nicola has landed in a space where her passion and skills align perfectly. 

Now the Customer Experience General Manager for Flex at GPE, Nicola brings warmth, clarity and a deep sense of purpose to her work. 

“I didn’t always know this was where I’d land, but I’ve always known I wanted to work with people.” 

Her career began in customer-facing roles, where she honed the ability to listen with intent and lead with empathy – foundations that continue to shape her leadership today. 

Leadership Lessons and Finding Her Voice 

Like many leaders, Nicola’s biggest growth moments have come from real challenges. One that stands out? Navigating conflict, noting how these lessons tested her own mottos. 

“It tested my ‘firm but fair’ motto! I overcame it by being honest, setting clear expectations, and creating space for open conversations. It taught me that addressing conflict head-on – kindly but directly – is the only way to keep a healthy culture.” 

Another major learning curve was letting go of the idea that leaders need to have all the answers. 

“That it’s okay not to have all the answers! I used to think being a leader meant you had to know everything, but great leaders know how to listen, ask the right questions, and trust their teams.”  

Owning Her Voice and Using It to Lift Others 

For Nicola, stepping into leadership as a woman has been about refusing to shrink to fit expectations. 

“It means speaking up when it’s uncomfortable, backing my ideas, and not watering myself down to fit a mould. But it’s also about lifting other voices in the room — we’re stronger together.” 

She’s candid about experiencing impostor syndrome, especially in moments of growth or risk. But over time, she’s developed tools to quiet that inner critic — from reflecting on real feedback and impact, to leaning on her network for perspective. 

“Sometimes you need someone else to remind you how fabulous you are!” 

The Skills That Matter 

So what does it take to thrive in flex? For Nicola, it all comes back to people. 

“People skills are everything. Listen more than you talk, be adaptable, and stay curious.” 

Her advice to those starting out? Step out of your comfort zone and don’t underestimate the power of a good conversation. 

“volunteer for things that scare you a bit — you’ll grow so fast.” 

On Balance, Burnout, and Boundaries 

Work-life balance is possible, if you stay intentional. Nicola describes it as “a bit of a dance.” 

Some days you may be on your way to hit all your goals, and other days you’re not! It’s about finding balance, and Nicola believes it is achievable. Being strict with boundaries helps as well: 

“Take time off, switch off emails in the evening, and do things that fill your cup.”   

Mentorship and Representation 

Nicola credits amazing mentors with helping her grow, and encourages others to be bold in asking for guidance. 

“Be brave – reach out with a genuine compliment and be clear about what you’d like to learn. Most people love to help if you ask respectfully.” 

She’s also a passionate advocate for diverse leadership -“Because you can’t be what you can’t see! Diverse leadership teams bring better ideas, more empathy, and create spaces where everyone feels they belong.”  

Why do you think Women in Flex is important? 

“Because we’re stronger together! It’s a brilliant way to share stories, champion each other, and create a more inclusive industry where everyone can thrive.” 

Community is everything. In an industry that moves fast and often demands resilience, Women in Flex offers a space to slow down, connect, and grow. It’s not just about visibility – it’s about impact. When women come together to share their stories and support one another, the whole sector benefits. Representation improves, innovation expands, and inclusion becomes something we actively build. 

What does being a Women in Flex ambassador mean to you? 

Being an ambassador isn’t about status – it’s about service.  

“It means being visible, speaking up, and cheering on other women. It’s about creating opportunities for the next generation to feel confident and supported. And it means doing it all with a big smile – firm but fair, always!” 

She sees it as a chance to open doors, amplify voices, and lead by example. Whether it’s mentoring others, encouraging honest conversations, or simply showing up with positivity, her focus is on making others feel seen, supported, and inspired to step into their own leadership. It’s this spirit of generosity and that signature “firm but fair” mindset, that makes her a powerful role model in the Women in Flex community. 

If you’re passionate about supporting Women in Flex, we’d love you to be part of the journey. 

👉 Join the conversation in our Women in Flex WhatsApp group 

👉 Follow us on LinkedIn for events, insights, and stories from across the women in flex community