5 Minutes With… Maria McDowell

Maria McDowell is what every industry really needs: someone determined to make it better.

As a Black woman, Maria knows exactly the ways in which the marketing and advertising industry fails others like her. Ever the entrepreneur, she took matters into her own hands and launched lollipop mentoring CIC in 2020, opening up pathways for talented yet overlooked women to progress in their careers, and for allies to actually help redress the situation. Within the first two years, Maria had recruited 400 mentees and mentors.

It’s worth noting that this undertaking was in addition to Maria’s day job, and, at the time, her positions as head of mentorship for Brixton Finishing School and on the BIMA mentoring council. It perhaps comes as no surprise that in 2024 alone, Maria was nominated for Mentor of the Year at the ​​Multicultural Business & Community Champion (MBCC) Awards, for the Community Organisation Award for Race, Religion & Faith at the National Diversity Awards, and named on the Diversity Power List of the UK’s most influential champions of inclusion.

As well as running her own company, Maria is also operations director at LeSHOP, a Publicis Groupe creative agency focused on commerce. She’s backed by two decades of experience delivering large programmes of work and managing departments, working with major clients including Jaguar Land Rover, Microsoft, and Samsung.

LBB’s Zara Naseer caught up with Maria to find out what drives her business spirit, how she stays on top of it all, and why she doesn’t “do stiff, corporate energy.”

LBB> Where did you grow up and what sort of kid were you? Were there any clues back then as to the career path you’d end up taking?

Maria> I was born and raised in Nottingham in a very Christian, traditional Jamaican family. I’m one of six siblings, and in a big household like that, things could take forever to get decided – so I often took it upon myself to organise everyone or just make the decision myself! (Possibly a result of my ADHD, in hindsight.)

As a child of immigrants, my parents only really knew about traditional careers – lawyer, doctor, accountant – so there wasn’t much conversation about alternative paths. But I knew one thing: I wanted to run my own business. The idea of autonomy really appealed to me, even if I didn’t yet know what shape that would take.

LBB> How did you end up in this industry? Was it a purposeful decision or more of an accident?

Maria> Definitely an accident! I studied business and finance at college and later did a degree in technology management, but finding my place in the industry was more about necessity than choice. After university, I took any job I could – I had student debt to start paying back, and waiting around wasn’t an option. From there, I moved from role to role, figuring out what suited me and, to be honest, what paid more.

LBB> In addition to spearheading lollipop mentoring, you’re also operations director at LeSHOP – how do you stay on top of it all?

Maria> A mix of ruthless prioritisation, a solid support system, and knowing when to step back. I live by my calendar, delegate when needed, and accept that not everything can be done at once. It’s easy to feel like you have to be ‘on’ 24/7. I won't lie, it’s been hard and at times overwhelming. My recent ADHD diagnosis has helped me understand how my brain works a bit more, but I’m learning that sustainable success comes from balance – not burnout.

LBB> And how does each role feed into the other?

Maria> lollipop gives me insight into the talent pipeline and the challenges underrepresented talent faces, which helps me shape operational strategies at LeSHOP. At the same time, my experience in leadership and problem-solving at LeSHOP helps me structure and scale lollipop effectively. They balance each other perfectly – I get to drive change from within while also creating opportunities externally.

LBB> It’s no secret that Black women have it far harder in this industry – have you noticed this change in any way compared to when you first started? And what’s your advice to others looking to make their way?

Maria> What’s changed is that people are more open to talking about it. But when it comes to funding and real commitment, it’s been disappointing. I’ve definitely seen a preference for financially supporting white-owned DE&I initiatives, while Black-led ones often struggle for the same backing.

With the rise of anti-work sentiment and the fatigue around conversations on inequity, I’ve noticed a steady decline in enthusiasm. But that’s okay – when you truly believe in what you’re doing, you don’t need to rely on others' validation. My advice? Stay focused, build your own table, and surround yourself with people who genuinely support you.

LBB> How have mentors impacted your life and career trajectory?

Maria> Mentors have been life-changing. Some opened doors, some gave me the hard truths I needed to hear, and all of them shaped the way I lead today. That’s why lollipop mentoring exists – I want others to have that same support, especially those who don’t have natural access to senior networks.

LBB> Are there any lessons that you wish you'd learned earlier?

Maria> So many! One big one is that it’s okay to ask for help. I used to think I had to prove myself by figuring everything out alone, but that just slows progress. I also wish I had known earlier that ‘perfect’ is a myth – taking action, even imperfectly, is better than waiting for the ideal moment.

LBB> Your cohort launches are famous for breaking the ice with vigour, with past events even featuring hula hooping and twerking workshops. How do you nurture that energetic confidence in yourself in order to be an uplifting leader?

Maria> I believe in bringing my full self to every space I’m in. I don’t do stiff, corporate energy – people thrive when they feel comfortable and seen. If I want others to feel confident and included, I have to embody that energy first. And honestly, life is too short for boring networking events!

LBB> What’s your dream for the future of lollipop?

Maria> For it to become a global movement! I want lollipop to not only connect mentors and mentees but also shift industry cultures. My ultimate dream is that one day, we won’t need lollipop because inclusivity and mentorship will be embedded in every workplace. Until then, we keep building!

LBB> Outside of work, what's inspiring you right now?

Maria> Honestly? The people around me. Seeing my daughter and bonus daughter navigate their teenage years with humour and resilience, watching mentees smash their goals, and witnessing friends take bold leaps in their careers – it all fuels me. Also, my wonderful fiancé helps to keep me smiling and happy.