Kristal McNamara and Sandra Gordon

Co-directors of Bristol Women in Business Charter, the UK's pioneering city-wide gender equality initiative. 

Together, Kristal and Sandra lead a movement that has engaged 47 companies employing over 45,000 people in driving measurable change toward workplace equity.

Kristal brings extensive expertise as an HR Director and change management specialist, with a background in designing and delivering data-led, evidence-based DE&I strategies. She excels in creating values-led, inclusive workplaces through storytelling, employee communication and engagement, with outstanding stakeholder management skills honed through both corporate and consulting roles.

Sandra is a seasoned senior leader with over 25 years of experience across financial services, customer operations, and the charity sector. She is a College Governor, Magistrate, and sits on the West of England Women’s Commission, having previously co-chaired the Mayoral Commission on Race Equality. As a Non-Executive Director and Director of the Bristol Women in Business Charter, she champions gender equity in the workplace. Through her consultancy, she advises organisations on DEI, specialising in race, gender, and inclusive leadership, and delivers coaching programmes for Black and Brown women to grow into leadership and reclaim their voice. In 2024, she launched I Can Represent, a podcast celebrating the journeys of Black women across industries. At the heart of her work is a drive to build an inclusive, equitable Bristol—where diverse leadership is visible, opportunity is equal, and everyone has the chance to thrive.

Both directors are committed to the Charter's intersectional approach, recognizing that true progress requires addressing the multiple barriers faced by marginalized communities. 

Their innovative "Five Minutes That Matter" series demonstrates how authentic human stories create powerful catalysts for organizational change, transforming abstract diversity commitments into genuine, sustainable transformation. Through their collaborative leadership, they're working to make Bristol the first gender-equal city in the UK.

Session synopsis | Breaking Barriers: Human Stories That Drive Project Success

When 70% of projects fail to deliver what was promised and only 62% of successfully completed projects had sponsors who were actively supportive, it's clear that traditional project management approaches are missing something crucial - the human element.

At Bristol Women and Business Charter, we've discovered that the most powerful catalyst for change isn't data alone, but authentic human stories that connect with stakeholders' emotions and values. Our "Five Minutes That Matter" series demonstrates how sharing lived experiences directly from marginalised individuals creates genuine understanding and drives meaningful action. When project stakeholders hear directly from those affected by inequality - disabled women, global majority women, and those facing social mobility barriers - it transforms abstract business cases into compelling human imperatives.

This session reveals how integrating authentic storytelling into project design and stakeholder engagement dramatically improves success rates, secures sponsor commitment, and ensures sustainable change implementation.