International women’s day- Meet Sindy Foster

INTERNATIONAL WOMEN’S DAY exclusive interview with Sindy Foster, aviation analyst and strategic consultant. Principal managing partner of Avaero Capital Partners.

 

1. Who is Sindy Foster? Give us a brief education and career history.

That question has got harder to answer over the years.

After 10 years in legal finance, I changed direction to work with my husband who had a small marketing agency. Together we grew that business from two to 24 employees. It was named as one of the top ten fastest growing B2B marketing agencies in the UK. I managed the aviation and oil and gas clients which gave me in depth engagement with clients in Nigeria, Ghana and other countries around the world.

Having caught the business bug, I’m
now a serial entrepreneur with business interests in different areas.

After exiting the business, I set up my own agency and continued to work on international clients. I run a marketing and PR agency (www.nylon-marketing.com), which recently celebrated 15 years since launch.

Today also marks eight years since the launch of my second business, a time saving website (www.mysmallspace.co.uk) which aggregates space saving furniture and home accessories from over 300 UK retailers. I started this business after needing a solution to a problem which other people also needed solving. There’s also a fashion version (www.my-boutique.co.uk) which has nearly 100 UK retailers.

That’s all on top of launching Avaero Capital Partners along the way…

Avaero Capital Partners (www.avaerocapital.com) combines my aviation knowledge (which I gained over 20 years), economic analysis and strategy. My media expertise has allowed me to grow this brand across Africa, the Caribbean and South America.

I started off as a teenager wanting to do something in fashion, but ended up doing a degree in Economics. I always loved aviation and have now found my niche. In fact I have managed to pursue all my interests via my separate businesses.

 

2. What does your role entail as the principal managing partner of Avaero Capital Partners.

As the founder and principal managing partner of Avaero my role is largely analysis and strategy, but includes business development and project work across different areas which relate to my expertise or experience.

 

3. How would you describe yourself? What drives you?

I’m very driven. I’m a multitasker by nature and the result of running a successful marketing agency group which had five businesses, 24 employees and over 20 corporate size clients. With that background you get used to being focused and able to allocate your time efficiently.

Different things have driven me over the years. I started my first business because I always wanted to have a business. But I grew the business because I set myself targets both financial and sector based. I wanted an international business, so I strategically chose the sectors which would help me achieve that goal.

 

4. What is your lowest and most memorable moments in your Career history?

One of the hardest choices I made was to leave the company which I had slogged my guts out in for nearly fourteen years. By the time I left we had five companies. I left with just one of those companies, the fledgling but fast growing agency I had created on my own. But now 10 years later I have five companies of my own, and I achieved my goal of having business interests on three continents!

I have so many memorable moments it’s hard to pick one. The success of my clients drives me, not really my own these days. Being able to help them achieve their ambitions – whether it’s by helping with marketing strategy, PR strategy or creating a viable business plan with a unique twist, helping them make money or save money, or helping them find investment. What matters to me is achieving results. Delivering results is a memorable moment for me every time. Once you have been on TV, radio, in print or seen your face on a lamp post! It’s a diminishing return. I’m more motivated by creating lasting impact.

 

5. What challenges have you encountered on the job on your journey to the top, especially as a woman?

I’ve worked hard to be recognised for my intellect, ability and professionalism rather than anything to do with my gender. I have always worked in male dominated fields, and for years was the only woman in the room. It was not a disadvantage. In fact it made me more memorable! The biggest challenge was the initial assumption that I was cabin crew and not the managing director of one of the top ten aviation and aerospace marketing agencies in the world 🤣 But as soon as I started talking no more questions arose.

 

6. How have you been able to balance your work and family life?

I’m a mum of four brilliant adult children who were used to seeing me and their father working hard, they naturally followed suit. Unfortunately I was forced to choose between work and relationships too many times. Not every man can cope with a woman who can be in three countries in one week. My children on the other hand love it.

 

7. The theme for International Women’s Day in 2025 is “Accelerate Action” what strategies do you think we need to take, to create a more equitable future for women?

I don’t believe women need help to create an equitable future. Women are resilient and need to take action themselves. Being the first or only woman in a space is an opportunity for all women. I grew up with no female professional role models apart from a female prime minister! That was enough for me to fight for access to spaces which were not natural inhabitants for women.

 

8. Where you are today, seemed impossible some years back. So far, you have indeed proved that women can do it and take charge successfully. What advice do you have for the aspiring young women out there who may want to tow your line?

I would recommend confidence building and refusal to allow imposter syndrome to keep your voice and your actions small. Self belief drives success, so I believe that each woman needs first to believe in themselves. Then let your actions drive success. For me the only time you fail is when you don’t try. I have long believed that in life you regret what you don’t do, more than the things you do.

Don’t ever be afraid to be the only woman in the room. Remembering you are not there because you are a woman gives you strength and confidence. No one wants to feel like the diversity hire, so don’t act like one…