From university classrooms to driving marketing and communications at DSG, Lula’s career has been shaped by a drive for impact, continuous learning, and a passion for meaningful work. Her journey hasn’t always been straightforward, but with the right support, resilience, and a commitment to growth, she’s carved out a path that blends creativity with purpose. In this Q&A, Lula shares how she got here, the lessons she’s learned, and her vision for the future of the industry.
• How did you get to where you are today?
I began my career by studying business and marketing at university, then moved into a PR role where I honed my communications skills. After that, I was drawn to something more creative, which led me to DSG. Since joining DSG, I’ve had the opportunity to step into leadership, overseeing marketing and communications. The journey hasn’t always been easy, but I’ve had incredible support from mentors and teams around me, which has allowed me to grow into the role I have today. At DSG, I’ve been empowered to take on challenges, which has impacted my professional development.
• What inspired your career path?
I wanted to make a real difference in the workplace, and at DSG, I’ve found a company that goes beyond the surface of recruitment and construction. We’re building infrastructure for the future, providing people with meaningful work that makes them proud. I love that I’m part of a team that is shaping communities and driving progress. Writing and reading award entries has been particularly inspiring for me. It’s a reminder that what we do goes beyond just a job—it has the power to leave a lasting impact. For me, work should be purposeful, and I’m proud to contribute to something larger than myself.
• Any key milestones, experiences, or challenges that shaped your journey?
Joining DSG was a pivotal moment for me. It didn’t take long before I found myself leading the marketing and communications department—a challenge I embraced with both excitement and a little uncertainty. I’m proud to have taken on that responsibility, but it wouldn’t have been possible without the guidance I received from the incredible people at DSG and Superbeam Agency. Another milestone was beginning my level 4 counselling diploma, which has had a surprising impact on my professional life. It is teaching me valuable skills like active listening and empathy, which I’ve been able to apply in my marketing and communications work. In terms of challenges, one that stands out is learning to adapt to various leadership styles and team dynamics. I’m naturally collaborative, and adjusting to different ways of working is an ongoing learning process, but one I embrace.
• Are there any qualifications or experiences that have been particularly valuable in your role?
My Level 2 Counselling skills qualification has been one of the most valuable experiences in my role. It’s all about understanding others—something that’s incredibly important in marketing and communications, where listening and empathy are key. My university degree laid the foundation for my marketing expertise, but it’s the additional skills I’ve developed that allow me to engage more meaningfully with my colleagues, stakeholders, and clients. This holistic approach to personal and professional development has been crucial in my success at DSG.
• What do you want to be doing in the future, or what changes would you like to see in the industry?
In the future, I want to expand my role to manage larger projects, and ultimately, I hope to be leading my own department by the time I’m 40. It’s a big goal, but I’m focused on continuing my growth. I’m also looking forward to expanding my skills, particularly in media training. Through DSG’s collaboration with Superbeam, I’ve been exposed to some great opportunities for upskilling, and I’m excited to explore more of these in the future. As for the industry, I’d love to see more women in leadership roles. I believe women bring a unique, strategic perspective that can drive change in the construction sector. I also hope to see mental health and wellbeing take a more prominent role in the industry’s focus, something that’s increasingly important in the workplace.
• Thoughts on how the industry can evolve, especially regarding diversity, inclusion, or innovation.
The construction industry does have levels of diversity, but there are some significant gaps when it comes to attracting people from various backgrounds. I think it’s crucial to engage people of all ages and background, and show them the full breadth of opportunities in the industry. We need to demonstrate that there’s more to it than just building sites—it’s about creating communities, shaping the future, and providing meaningful work. I’d also love to see more minority groups represented in the workforce, with fewer barriers to entry. It’s about creating space for them to thrive and making sure they have the resources and support to succeed.
• Is there a woman who inspires you? Why? This could be someone from history, a public figure, or a mentor who has made an impact on you.
Bethany Hamilton is a huge inspiration to me. She’s a professional surfer who faced a life-changing challenge and came out on top, stronger than ever. She embodies the strength and resilience that I try to bring to my own career. In her documentary, she says, “God only gives us what we can handle,” which resonates deeply with me. It’s a powerful reminder that we can handle much more than we think—if she can overcome the obstacles she faced, I know I can tackle my challenges too. Bethany inspires me to approach life and work with an “I Can” attitude, no matter how tough things get.
