We had the good fortune of connecting with Gemma Adair and we’ve shared our conversation below.

Hi Gemma, is there something that you feel is most responsible for your success?

The most important factor behind my success is my strong understanding of my ‘Why?’  Unknown to me at the time, my ‘Why?’ started with the word Riada, my surname spelt backwards.  When I lived In Ireland, we always had a Riada plaque outside our family home and I also had influence from my sisters who created their own ‘Riada’ side hustles. To carry on that tradition, I named my business ‘Riada Consultancy’.

I later discovered that the name means ‘football’ in Arabic.

In 2016, I was set to launch my business, but this came to a halt when my mum suddenly passed away from Sepsis.  She developed cancer, went in for an operation and never came home.  This loss was unbearable for me and my whole family.

In 2017 I decided to register my business because I knew it would be what my mum would have wanted and I wanted to use my knowledge and experience to add value and effect change.

My brand is more than just a logo, it has personal meaning.  It is a legacy of sorts that not only represents my Irish heritage and my resilience, but also includes a reminder of my mum and her strength as it incorporates her favourite colour purple.

Let’s talk shop? Tell us more about your career, what can you share with our community?

I moved to the UK from Ireland when I was 8 years old in the 90s. My Dad, determined to create a better life for our family, decided London was the place to make it happen. Growing up in a pub, I was surrounded by people from different cultures and walks of life from day one. It was a fantastic network to learn from and connect with.

University was always my goal. No matter the path, I knew I’d get there. I started building my work experience early, at 14, helping my dad and sisters. Finally, I landed a part-time job as a Clarins Skincare Consultant, a role I held for six years until my second year at the University of Greenwich in London, where I pursued a business degree.

During my university years, I also participated in the student work program, gaining experience in market research and graduation events. My interest in Sales and Marketing, present from a young age, became even stronger. Working for a skincare company, participating in marketing projects, and taking relevant courses, including a favourite on Entrepreneurship, all fuelled this passion.

After graduation, I spent three years in the housing sector before transitioning to a recruitment consultancy role at Spring Personnel. It only lasted six months – my passion was clearly in marketing. Thankfully, a colleague connected me with my first marketing role at Ealing and Hammersmith West London College. I was ecstatic and forever grateful for the opportunity.

A year later, I landed my first tech marketing role at K2 (Nintex). It was an incredible experience. During my nearly four years there, I received two promotions and had the chance to work with some of the most inspiring people I know. I still cherish the connections I made during that time.

For the past 20 years, I’ve been in the ever-evolving world of marketing and tech, and I love the constant challenge and variety. My journey hasn’t been without its bumps. I’ve faced bullying, and moments of self-doubt. I don’t perceive myself as superior to others, as we all possess unique skills, experiences, and have our own stories to share. I believe in learning from mistakes and constantly growing.

Knowing my “why” makes a difference. I’m passionate about people, supporting others and taking them along on the journey. As an advocate for change, I became a Trustee for the Aleto Foundation, supporting the next generation of young leaders.

This passion for change, mentorship and changing the sales and marketing narrative is what led me to pursue my dream of starting Riada Consultancy. We’re a marketing consultancy dedicated to helping businesses unlock their marketing potential. We achieve this by bringing together the perfect combination of people, processes, and technology to drive sales, revenue, and growth. We offer a tailored approach, incorporating the right marketing tools, tactics, and activities to achieve their specific business goals.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

Day 1 (Monday) – Take the district line to High Street Kensington to explore all the free Museums like the Natural History and the V&A.

Day 2 (Tuesday) – Hit the shops on Oxford Street and Regents street before heading to Chinatown for some Chinese food.

Day 3 (Wednesday) – Make a visit to Madame Tussauds near Baker Street with a chilled lunch at Pizza Express.

Day 4 (Thursday) – Walk along the river Thames along Southbank, to grab a bite to eat at a pop-up food stall before heading to the Cambridge Theatre in Covent Garden to watch the Lion King.

Day 5 (Friday) – Explore Shoreditch and check out the street art before having some cocktails at Simmons bar in Liverpool Street in the evening.

Day 6 (Saturday) – Visit portobello in Notting Hill and Camden market before heading out to a jazz night in London Bridge.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?

To my Mum and Dad for their love for life, passion, resilience and strong work ethic. I can always remember my Dad saying to me as a young girl “You never get anything handed to you on plate, you always have to work hard for it”. To my BIG sisters thank you for your ongoing support, encouragement, and guidance. To my partner Ash for being my backbone, supporter, and inspiration. To Andy, thank you for being my coach and mentoring me along my business journey. To all my friends who understand my goals and aspirations. To those in my network that have led, mentored, and believed in me, THANK YOU!

Website: https://riadaconsultancy.com/

Instagram: https://www.instagram.com/riadaconsultancy/

Linkedin: https://www.instagram.com/riadaconsultancy/

Twitter: https://twitter.com/RubyGem82

Facebook: https://www.facebook.com/RiadaConsultancy

Youtube: https://www.youtube.com/@riadaconsultancy

Other: Spotify for Podcasters – https://podcasters.spotify.com/pod/show/riadaconsultancy

Image Credits
The main picture on my profile give credits to Katrina Adair and the one where I am in front of the screen, wearing a suit and mic give credits to Lewis Patrick

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