International Women's Day - Jo Caine

Jo Caine

Marketing & Communications Executive
Masterlink

What do you do in your current role?
I manage Masterlink’s marketing, including all kinds of advertising to attract new apprentices and host companies – digital, print, video, and radio. I work to raise awareness of the amazing career opportunities in the plumbing, drainlaying, and gasfitting industry and work closely with Master Plumbers to coordinate our presence at diverse events.

What do you particularly enjoy about it?
The thing I enjoy most – besides working with a great team – is hearing and sharing stories about the incredible people in our industry and the awesome work they do.

How long have you been with your organisation?
Over 5 years

How do you find working in a male dominated industry?
I am used to working in male dominated industries, such as television news, engineering and plumbing. It is normal for me. 

Have you encountered any specific challenges?
There are misconceptions and stereotyped ideas about the nature of the work carried out and what a plumber looks like. I hate hearing people use the label “stale, male, pale”. Some of those men are our greatest champions for change and we are all part of making a positive change. 

Please share any standout moments in your life.
Living in Beijing for five years. Working in television news in London and my family - of course.

What does your organisation do for inclusion and diversity?
Masterlink encourages applications from keen Kiwis of any age, cultural background, or gender. The important thing is that apprentices have what it takes to succeed in our trades – physical fitness, practical problem-solving skills, determination, and a can-do attitude.

What or who inspires you?
People succeeding against the odds – either by themselves or with the help of others.

What do you wish you had known before you started in your profession?
I had no idea I’d end up working in a profession that never switches off, but I love what I do.

What would you tell another woman interested in the plumbing, gasfitting and drainlaying industry?
Go for it! There are so many opportunities on and off the tools. I’ve met so many amazing women who care passionately about the industry and love what they do.

Any final comments?
University isn’t for everyone and it’s great to see the trades being promoted as an equally important path to a rewarding career.

International Women's Day is about a gender equal world. A world free of bias, stereotypes, and discrimination. A world that's diverse, equitable, and inclusive. A world where difference is valued and celebrated. Together we can forge women's equality.

Find out more: www.internationalwomensday.com