This International Women’s Day, Highcross Leicester is celebrating the women who are shaping its future, highlighting the leadership, vision, and impact of three influential women at the forefront of the centre’s development.
Michelle Menezes (Centre Director), Kirsty Freudenreich (Head of Operations), and Helen Bevins (Senior Marketing Manager) are not only redefining the shopping experience at Highcross, but also serving as an inspiration to women across the retail industry.
Picture credit: Highcross Leicester
Recent figures from the British Retail Consortium show that women now represent 42.3% of board-level leadership in retail as of 2024.
With over a decade of experience in retail and centre management, Michelle Menezes is no stranger to breaking barriers. Returning to Highcross, a place she knows well from her early career, Michelle is leading major changes, from a major brand refresh to the redevelopment of key centre entrances.
For Michelle, International Women’s Day, which falls on Saturday (March 8) is about celebrating individuality and fostering inclusivity. Reflecting on how her career has shaped her leadership style, she said:
“My leadership style has evolved over the years. I became a senior leader at 19, and at first, I felt I had to fit a certain leadership persona to be taken seriously and accepted by my peers. Over time, I learned that the key to impactful leadership is being authentic, resilient, and empowering those around you.”
Michelle recalls facing challenges early in her career as a young leader but remains determined in her advice to the next generation:
“Don’t let others dictate the pace or direction of your career. Use your uniqueness as your strength, and surround yourself with a supportive network.”
With a commitment to inclusion and representation, Michelle is ensuring Highcross meets the needs of today’s shoppers while setting new standards for the future of retail spaces.
Kirsty Freudenreich, with a career at leading brands like Westfield, Intu, and McArthurGlen, is passionate about creating operationally thriving spaces while fostering talent. Kirsty has witnessed the growing representation of women in senior roles, but acknowledges that gender challenges persist. Data shows that women still make up just 35.3% of leadership roles in FTSE 350 companies, underscoring the need for ongoing advocacy and mentorship. Kirsty shared:
“Retail operations used to be a male-dominated field, but it’s great to see more women stepping into senior roles. Personally, I aim to mentor and encourage women to pursue leadership roles in retail, especially those balancing family life, as I did while working full time and studying.”
Kirsty offers valuable advice to women breaking into leadership: “Embrace imposter syndrome as a strength. It pushes you to reflect, grow, and stay on top of your game.”
Helen Bevins, Senior Marketing Manager, is leading initiatives to amplify Highcross’ appeal to diverse audiences. She shared:
“Marketing plays a pivotal role in shaping how people view retail spaces. At Highcross, we ensure our campaigns reflect the diversity of Leicester’s women – across all ages, ethnicities, and backgrounds. We host empowering events, engage with local female influencers, and create an environment where women feel seen and valued. Many of our retailers are led by inspiring women, which reinforces our commitment to female entrepreneurship and leadership.”
As Highcross continues its transformation, its leadership team remains dedicated to creating a space that champions female leadership, fosters inclusivity, and inspires future generations.
