Give to Gain: Balancing career and parenthood

Opinion

When companies support women at pivotal life moments instead of sidelining them, they gain loyalty, stronger leadership, and long-term resilience, says Coolr’s UK MD.

There’s a moment when you find out you’re pregnant, where joy and fear sit side by side. Joy for what’s coming. Fear for what it might cost.

In an industry that prides itself on progress – closing pay gaps, championing female leadership and pushing culture forward – why is it that many women still hesitate before telling their employer they’re expecting? I didn’t. And that made all the difference, something I know doesn’t ring true for everyone. 

I was promoted to UK MD at Coolr during my pregnancy. A few months later, I was named in Management Today’s 35 Under 35. Both milestones came after my pregnancy was known; it was never a liability nor a reflection of my capability.

This matters because this year’s International Women’s Day theme, ‘Give to Gain,’ isn’t just a personal mantra for working mothers – it’s a business imperative. When companies support women at pivotal life moments instead of sidelining them, they gain loyalty, stronger leadership, and long-term resilience.

The myth of having it all

Coming back from maternity leave was a different kind of recalibration. I thought I was busy before – running teams, juggling clients, spinning the usual agency plates. But returning to work felt like adding another full-time role overnight. Suddenly, alongside the board meetings and business targets, I was responsible for a small human who relied on me for everything.

Working in social media, I understand exactly how quickly an algorithm can shape your worldview. Seconds of watch time are often all it takes to signal interest. Pause for a moment too long, and your feed begins to tilt.

Recently, mine tilted towards a corner of TikTok that caught me off guard, including videos suggesting that mums who return to work are letting someone else “raise” their children.

Childhood memories

When I think back to my own childhood, I never described my mum as a “working mum”. She was just my mum. Work was something she did – it wasn’t the defining feature of who she was to me. I don’t remember questioning it or viewing it as a compromise. It was simply part of our family’s rhythm.

In many ways, that normality was the greatest gift she gave me; we couldn’t have a closer relationship, and I have always looked up to her and been proud to be her daughter. 

That’s what “Give to Gain” means to me now. When we give time and energy to our careers, we’re not subtracting from our children – we’re adding to what they see as possible.

Giving to our careers, even when our children sometimes don’t see it that way, means they see examples of ambition and independence. They see that fulfilment can be multifaceted, that contribution isn’t confined to one space, and that women don’t have to shrink their worlds to be present in theirs.

I don’t want to compromise on being a present mum, and like many other women, I don’t want to step back from a career I’ve worked hard to build.

‘Having it all’ isn’t about doing it all. It’s about prioritising, delegating, and trusting your team. Flexible working is also crucial for building sustainable careers by allowing people to manage competing responsibilities without burnout and maintain focus where it matters most.

The rational part of me knows why that original TikTok content travels. Platforms surface what engages people most, meaning extremes and controversy will always rise quickly.

But they’re not inherently negative. Social media also gives women access to communities, advice, and stories they might never encounter otherwise, and it can become a space that reflects the full spectrum of modern parenting, not just the stereotypes.

International Women’s Day always makes me reflect on the juggling act so many women face in the workplace. I know what it’s like to feel constantly running  – from meetings to trains to family life  – carrying multiple roles at once.

That’s why this year’s theme resonates so strongly: leadership that supports you, a culture of flexibility, and teams that lift each other up are what make an organisation thrive, and strong agencies succeed when everyone is empowered to play to their strengths.

Olivia Blairman is the UK managing director at Coolr