As part of our Leadership Lessons series celebrating International Women’s Day, The Work Crowd’s Co-Founder Madeleine Weightman sat down with Jules Ugo, CEO of travel and hospitality marketing and communications agency LOTUS, to talk leadership, opportunity, and the importance of saying yes.

From seizing transformative moments in her career to championing women-led change in Saudi Arabia, Jules shares her refreshing take on modern leadership and what’s needed to drive equity and success in our industry.

To start, could you introduce yourself and tell us a little bit about LOTUS?

I’m Jules Ugo, CEO of LOTUS – a PR and marketing agency that specialises in the travel and hospitality sector. We’re part of W Communications, led by Warren Johnson.

Our client base spans national and regional tourist boards, airlines, cruise lines, hotel groups, boutique stays, and attractions. We’re based in London, with a team in Saudi Arabia and Spain and presence in New York and Singapore via W.

You mentioned your expansion into Saudi Arabia – what prompted that move?

Saudi Arabia is undeniably a growing player on the global stage, especially in tourism. When the country began to open up, I felt it was important to understand it from the inside and play a role in driving positive change.

There are so many smart, ambitious women in the region eager for opportunity, and we’ve been committed to supporting that people-led transformation. Being there on the ground has been hugely insightful – the pace of development is staggering.

Looking back, what do you consider your greatest career achievements?

I don’t think I have a greatest achievement but when I look back at what I am proud of there’s a common thread, it’s about recognising and seizing opportunity.

From making a career leap into travel PR from a background in fashion and TV, to co-founding LOTUS with Sarah Johnson during a recession with a seven-month-old baby – that was a bold move I’m incredibly proud of.

Partnering with Warren at W Communications and launching in Saudi are also key milestones. None of these were planned, but they were the right opportunities at the right time, and I said yes.

It sounds like taking risks and stepping out of your comfort zone have been key. Would you say that’s central to leadership?

Absolutely. You can’t rest on your laurels. Our industry is changing fast – the PR model today doesn’t look like it did two years ago. Being a strong leader means staying agile, pushing for new ideas, and being willing to take risks. You can’t grow without taking risk.

Who or what has inspired your leadership style?

My parents were a huge influence. I grew up in a home where my mum worked just as hard as my dad – not as common in the '70s and '80s as it is now – and that shaped my understanding of equality and gave me a strong work ethic. More recently, Warren Johnson has been an inspiration. He’s visionary, demanding, and he pushes you out of your comfort zone – in a good way. That challenge makes you better.

And if you could give one piece of advice to your younger self, what would it be?

Say yes. Put your hand up. Step forward. So much of what has shaped my career has come from pushing myself that little bit further – getting involved in projects outside my job description, building networks, and staying curious. Those extra steps pay off in learning and experience.

What advice would you give to young women aspiring to leadership roles in our industry?

Work hard. Be bold. Seize opportunities. And say yes. Leadership isn’t always about being a CEO – it’s a mindset. It's about being accountable, valuing your work, and being proactive.

That said, we also need to better understand why women step back from leadership – whether it’s childcare costs, the impact of menopause, or inflexible structures. We need to tackle the route cause of these barriers, not just tick boxes for the sake of optics.

Do you think the industry is shifting in the right direction in terms of inclusion and structure?

We’ve made great strides, especially in the last decade, but there’s more to do. We need to value different types of success. Not everyone wants to lead a team or become MD – and that’s okay. As the agency model evolves, we’ll see more freelance and specialist roles, and that flexibility opens doors for women and others who might not want traditional leadership paths. Their contribution is just as vital.