Meet the Ambassadors: Pauline Roussel

Pauline Roussel didn’t start her career in coworking, but looking back, it’s clear she’s always been drawn to what sits at its heart: people, connection, and belonging.

How it all started 

After graduating in 2010, Pauline’s early career took her into marketing roles with Ubisoft, BNP Paribas, and L’Oréal in Paris. Those years gave her a solid foundation in communications, brand, HR, and strategy. But it was her move to Berlin that would set her on an entirely new path. 

Managing a coworking space for early-stage startups, Pauline noticed something missing: founders and teams were working side-by-side, but real collaboration and connection were rare. That gap became the seed for Coworkies, which she co-founded in 2015. 

What began as a Berlin project quickly became a global platform for jobs, community building, and industry support. Since then, she and her partner have visited more than 550 coworking spaces in nearly 70 cities, co-authored ‘Around the World in 250 Coworking Spaces’, launched a consultancy to help operators design better member experiences, and created initiatives to professionalise roles in the industry. 

As Pauline puts it: 

“I’ve always followed the thread of what makes people feel connected: to work, to purpose, and to each other. And that’s what this industry is really about.” 

Owning Her Voice 

For Pauline, leadership isn’t about fitting into an existing mould, it’s about bringing your own. 

“It means asking the uncomfortable questions in rooms where no one else will. It means showing up with curiosity, even when confidence isn’t fully there yet. And it means being okay with leading in a way that’s relational rather than performative.” 

She’s learned that it’s not about being the loudest in the room, but about showing up consistently, even when ideas are challenged, even when her leadership style doesn’t match the traditional corporate playbook. 

Adaptability, Empathy, and Initiative 

In a sector that moves fast, Pauline says two skills matter most: adaptability and empathy. 

“spaces open, close, shift models, and scale in very different ways. Being able to adapt to new tools, new member needs, or even new roles is a real superpower. But just as important is empathy: the ability to listen deeply, understand people’s needs (even the ones they don’t say out loud), and design experiences around that.” 

Her advice to early-career professionals? Stay close to the ground: run events, sit at the front desk, ask questions, and listen more than you speak. And always be proactive. 

“If you see something that could be improved, say it. If you have an idea, pitch it. Coworking teams are often lean, and people who take initiative tend to grow quickly.” 

Resilience in the Face of Setbacks 

One of Pauline’s biggest tests came in 2020, when her global co-creation platform, ‘Hack Coworking’, was set to launch in Tokyo. The venue was booked, speakers confirmed, and the energy was building. Then the pandemic hit. 

“It was crushing at first. We had poured so much energy into making it happen. But instead of letting that momentum disappear, we took a risk and moved the entire experience online. It certainly didn’t replicate the in-person vibe we had in London in 2019, but it taught us a lot: about resilience, about adaptability, and about the power of designing for uncertainty.” 

On Impostor Syndrome 

Pauline admits she’s felt impostor syndrome at different points, whether being the only woman on a panel or co-publishing her first book. But she’s learned to reframe it: 

“Instead of trying to silence that voice, I try to listen to it, then respond with facts: the work I’ve done, the people I’ve impacted, the spaces I’ve helped shape. I also surround myself with people who remind me that vulnerability doesn’t weaken leadership, it grounds it.” 

The Career Advice She Swears By 

If she had to distil her career philosophy into one line, it would be this: 

“Follow the thread.” 

“You don’t need a 10-year plan. You need enough awareness to recognize what feels aligned, and enough courage to explore it.” 

Representation and Why It Matters 

For Pauline, diversity in leadership isn’t just good practice, it’s essential for business: 

“Spaces designed with accessibility in mind, teams reflecting more diverse backgrounds, and conversations around inclusion moving from the sidelines to strategy meetings. That said, we’re still on the journey. Diversity isn’t just about who’s in the room; it’s about who’s heard, who leads, and who shapes the future of workspaces.

Why Women in Flex Matters 

The Women in Flex initiative is one way she sees the industry moving forward: 

“In an industry that prides itself on flexibility and community, we still see gender gaps, especially in decision-making roles. This initiative creates visibility, connection, and momentum. It reminds women across the sector that they’re not alone, that their voices matter, and that there’s room for them to lead in ways that are authentic, not performative… It’s also about rewriting the narrative”

Being a Women in Flex Ambassador 

Pauline’s ambassadorship is rooted in using her voice to lift others and to redefine what leadership can look like.  

“For me, being a Women in Flex ambassador is about using my voice to create space for others.” 

For Pauline, leadership can be loud or quiet, linear or messy, but it should always make space for more voices. 

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

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