Scale Her Up: Female business stories and expert tips for business growth and success

In this episode of Scale Her Up, Dr. Brenda Hector talks with Sonia Schulenberg, CEO and founder of Level E Research. Sonia shares her journey from Mexico City to the University of Edinburgh, where she pioneered the use of autonomous AI agents in asset management. She breaks down why traditional AI fails in the "non-stationary" world of finance and how she built a digital twin of the global market to outperform multibillion-dollar funds . Beyond the tech, Sonia reveals the staggering level of commitment required to scale, including a legendary story of closing an investment round and paying salaries while in active labor .

The Hook: She was told her vision for AI in finance was a "trip to the moon." Sonia Schulenberg didn't just build the rocket; she’s now navigating the entire asset management industry toward a new frontier.

Key Topics:

• The Problem with Traditional AI: Why financial markets act like a "shifting giraffe" and require a unique continuous learning approach .
• The Operative System for Finance: How Level E Research provides a B2B SaaS platform that automates everything from decision-making to compliance.
• The Cost Crisis: Why active fund managers are underperforming and how AI can save the "eroding value" of our pensions.
• Explainable AI: Why AI is "nothing" if it cannot explain its own behaviours to regulators and stakeholders.
• Unstoppable Resilience: The reality of 100-hour work weeks and the drive to deliver "smarter, faster, and cheaper" solutions.

Estimated Timestamps:

• [00:01:00] Early career at Citi and the proposal that started it all.
• [00:06:00] Moving to Edinburgh: Choosing machine learning over an MBA.
• [00:10:00] Developing the first fully autonomous fund in the world.
• [00:17:00] Winning the Aberdeen Asset Managers & FinTech Scotland competition.
• [00:27:00] Overcoming the "fear" that AI will replace humans.
• [00:37:00] The Tuesday Deadline: Why Sonia fired 12 lawyers to get results.
• [00:39:00] The Birth Story: Fundraising, labor, and a Friday deadline for salaries.

In this milestone episode, Dr. Brenda Hector talks with Julie Moulsdale, who celebrates 20 years at the helm of her award-winning consultancy, Perceptive Communicators. Julie shares the "madness" of starting a niche business while one month pregnant at the start of a global credit crunch—and how she turned that risk into a 20-year success story with a world-class Net Promoter Score (NPS) of 93 . This conversation is essential listening for leaders who want to move from being "doers" to "conductors" and for those who believe that visibility in business is not just vanity—it's leadership.

Everyone told her that narrowing her focus was madness. 20 years later, Julie Moulsdale has a world-class reputation and a message for every woman in business: visibility is leadership.

Key Topics:

• The Power of Niche: Why Perceptive Communicators only works in four sectors: Built Environment, Science, Leisure, and Tech.
• The "A Player" Manifesto: How Julie moved beyond standard values to create a clear guide on "how we do things around here"
• The Conductor Analogy: Learning the hard way that a leader’s job is to ensure the orchestra plays perfectly, not to make the sound themselves.
• Walking the Talk: Why business leaders (especially women) must get comfortable with awards and visibility to demonstrate their impact.
• Moving the Needle: Julie’s mission with "Female Leaders in Construction" and "Senior Women in Science".

🎙️ In this episode of Scale Her Up, Dr Brenda Hector talks with Leah Athanassopoulos, the owner and managing director of Alpha Hospital Group. Leah shares her incredible journey of scaling a part-time plastic surgery clinic into a fully regulated private hospital, filling a critical gap in women’s health and fertility services in the North of Scotland.

Leah discusses how her background in counseling and psychotherapy has been her "secret weapon" for leadership, staff management, and building a patient-centered culture. We also dive into the reality of the "juggle"—balancing a business, a lecturing career, and a growing family (including a third child on the way!)—and why "starting small" is the safest way to take a big leap.

The Hook: From a counseling room to the operating theater—Leah Athanassopoulos is redefining private healthcare in Scotland.

Key Topics:

• Filling the Gap: Why Leah expanded Alpha Hospital Group into fertility and women's health to save patients from traveling to Glasgow.
• Clinic vs. Hospital: Understanding the massive regulatory shift and the technical challenges of building a hospital in a granite building.
• The Therapist’s Edge: How psychology training helps in navigating conflict resolution and understanding patient needs.
• Ruthless HR: Leah’s hard-won advice on why you shouldn't make staff decisions emotionally.
• Home Rules: The simple strategy Leah uses to ensure her children feel more important than her smartphone.

Estimated Timestamps:

• [00:01:00] The evolution from plastic surgery to a multi-service hospital.
• [00:04:30] The regulatory hurdles of moving to general anesthesia cases.
• [00:09:00] How a background in psychotherapy makes for a better MD.
• [00:15:30] Avoiding "emotional" business decisions regarding staff.
• [00:22:00] Navigating a business partnership with a spouse.
• [00:28:30] Advice for women: "Start small, but do it".
• [00:33:00] Future goals: Bringing fertility services to Inverness.

How do you transition from a decade in a research lab to leading a high-stakes biotech company? In this episode, Dr Brenda Hector talks with Soumya Palliyil, the CEO and co-founder of Brigid Bio, a brand-new spinout from the University of Aberdeen.

Soumya shares the journey of developing novel treatments for life-threatening invasive fungal infections—a field where mortality rates can reach a staggering 80%. We dive into the "long-haul flight" of drug development, the necessity of impact investors, and why your most valuable asset is the network you build over 20 years.

• The Mission of Brigid Bio: Developing monoclonal antibody therapies to treat deep-seated fungal infections in immunocompromised patients.
• The "3 Ps" of Scaling: Soumya’s formula for business success: Passion, Perseverance, and People .
• Authentic Leadership: Why Soumya rejected the stereotypical "CEO mold" to lead with her own approachable and genuine personality .
• The Funding Journey: Navigating the complex world of non-dilutive funding, grants, and specialist investors .
• Global Impact: Why Brigid Bio is focused on addressing health disparities in the global south.

Soumya Palliyil is the CEO of Brigid Bio and the head of the Scottish Biologics Facility at the University of Aberdeen. With over 20 years of experience in biotechnology, she has transitioned from a Commonwealth Scholar to a leading founder in the Scottish biotech ecosystem .

In this episode of Scale Her Up, I’m joined by Deborah O’Neill, CEO and founder of Novabiotics.

Deborah shares the story behind building a biotech company in Aberdeen, developing innovative healthcare products for both pharmaceutical and consumer health markets. From respiratory disease treatments to nail care products, everything Novabiotics creates is rooted in the same scientific foundation: understanding how the immune system protects and repairs the body.

We talk about the reality of founding and growing a biotech business, the marathon of product development, how innovation is funded, and why tenacity matters so much in a sector where success can take years.

This is a fascinating and inspiring conversation about science, business, resilience, leadership and the impact that women can have when they back themselves and build something meaningful.

• What Novabiotics does and the problems it is solving
• Deborah’s journey from immunology research to biotech founder
• The difference between academic and commercial science
• Why biotech is a marathon, not a sprint
• How biotech companies are funded before products reach market
• The importance of building the right team around you
• Supporting early-stage life science businesses in the North East
• Why Aberdeen is becoming an exciting place for biotech innovation
• What Deborah has learned about herself as a founder
• Why founders need tenacity, flexibility and sticking power
• Advice for women considering life sciences or starting a business

• Deborah’s reflections on spinning the business out rather than keeping it as a side project
• Her honesty about the long and uncertain road to market in biotech
• Why there is no such thing as a wrong answer in an experiment
• Her point that success is often not exactly the destination you first imagined
• “If there’s a little voice telling you to do it, listen to it.”
• “Throw the map away.”

In this episode of Scale Her Up, I’m joined by Donna Sutherland, founder and Head of Commercial at Veri Energy, Vice President of the Scottish Energy Forum, and a Visiting Professor at Strathclyde University.

Donna shares her remarkable career journey through the energy sector, from starting on the trading floor at Scottish and Southern Energy to leading major commercial and project work in oil and gas, and now helping shape the future of the energy transition through Veri Energy.

We talk about leadership, communication, energy policy, innovation, determination and the importance of protecting jobs, skills and communities as the energy system evolves.

This is a powerful conversation about ambition, problem-solving, backing yourself and using your voice to influence change at the highest levels.

• What Veri Energy does and why it was created
• How existing energy infrastructure and skills can support the energy transition
• Donna’s journey through utilities, oil and gas and into transition leadership
• Why communication is critical in complex, high-stakes sectors
• The challenge of influencing government and key stakeholders
• Donna’s passion for renewable power and synthetic fuels
• Why she believes Scotland should be at the forefront of energy innovation
• The importance of protecting jobs and communities during transition
• Women in the energy sector and the barriers they still face
• Why women need to stop waiting to be asked and start taking space
• ADHD, focus and using your brain as a strength in leadership

• Donna’s determination to keep progressing an idea even when funding was not initially available
• Her reflections on communication as one of the most important skills in business
• Her honesty about women having to work harder to be heard
• Why she believes Scotland needs engineering-led solutions, not just policy-led ones
• “We don’t need to be asked. We need to just take it.”
• “We need to get back to what we are bloody good at.”

In this episode of Scale Her Up, I’m joined by Annie Kenyon, founder of Annie Kenyon Architects.

Annie shares the story behind building her architectural practice over the last 20 years, growing it from a sole practitioner business into a respected studio known for creativity, honesty and beautiful design.

We talk about what it means to grow a business without losing sight of your values, why being selective about the work you take on matters, and how Annie has balanced entrepreneurship, leadership, motherhood and creativity along the way.

This is an honest and thoughtful conversation about building a business that reflects who you are, surrounding yourself with the right people, and making sure success is defined on your own terms.

• How Annie started her business and why she came back to Aberdeenshire
• Her journey into architecture and the alternative route she took into university
• Why values have shaped every stage of the business
• The importance of saying no to the wrong work
• Building a team around creativity, trust and shared standards
• The reality of juggling business ownership and raising four children
• Why systems, support and coaching matter
• The challenges of cash flow, growth and leading a creative business
• What Annie has learned in 20 years of entrepreneurship
• Why women in business need to define success for themselves

• Why Annie said no to a project early on, even when she needed the work
• Her reflections on balancing creativity and the commercial side of business
• The role values play in building the right team
• Why support, coaching and mentors make such a difference
• “Be careful what you wish for”
• “If you’re not enjoying it, what’s the point?”

In this episode of Scale Her Up, I’m joined by Charlotte Nichols, founder of Harvey & Hugo.

Charlotte shares how her business helps clients amplify their voices through storytelling across PR, media, podcasts, video and social media, and why the stories people feel are the ones that truly drive action.

We talk about emotion in marketing, trust, credibility, confidence, communication and what it takes to build a business around your authentic self rather than the version you think the world expects.

Charlotte also shares the story behind the name Harvey & Hugo, why she stopped trying to fit a corporate mould, and what she has learned from 17 years of running a business, building a team and growing as a leader.

This is a thoughtful, honest and inspiring episode for women in business who want to build brands with more personality, more confidence and more connection.

• What Harvey & Hugo does and how storytelling supports business growth
• Why emotion matters so much in marketing and sales
• The difference between awareness and trust
• Charlotte’s idea of the emotional selling point
• The story behind Harvey and Hugo
• Why being more yourself in business creates stronger connections
• What Charlotte has learned about leadership and resilience
• The challenges of building the right team
• Why communication styles matter in leadership and recruitment
• The value of coaching, business networks and external support
• How personal experiences can shape the way we show up in business

• Why people buy on feeling first and logic second
• Charlotte’s reflections on trying to fit into a more corporate mould
• The role her dogs played in the early identity of the brand
• Why “your voice matters” is such an important message
• “Back yourself.”
• “What’s the best that can happen?”

In this episode of Scale HER Up, I’m joined by Lisa Ironside, owner of The HR Dept Aberdeen Shire and Bagamoyo Consulting Limited.

Lisa shares how Bagamoyo Consulting began as her first business after leaving the corporate world, creating a space for her passion around inclusion, culture, diversity and belonging. She then added The HR Dept Aberdeen Shire as a natural extension, bringing practical HR consultancy and employment law support to small and medium-sized businesses who need trusted advice but do not have in-house HR.

We talk about what small business owners really need when they start hiring, why getting proper contracts and advice in place matters, and how strong communication, clear business values and honest conversations can prevent people problems from escalating. Lisa also explains why the Employment Rights Bill does not need to be something business owners fear, as long as they lead fairly and communicate well.

Lisa is also very open about her own journey into business. She talks honestly about redundancy, illness, recovery, burnout, rebuilding at her own pace, and finding the courage to create a business that reflects her values. It is a thoughtful conversation about leadership, purpose, resilience and the freedom that comes from building something your own way.

• What Bagamoyo Consulting and The HR Dept Aberdeen Shire each do
• Why small businesses need proper HR and employment law support from the start
• The risks of copying contracts and policies from the internet
• What business owners should be clear about before they hire
• Why company purpose, values and story matter when attracting people
• The importance of honest conversations and tackling issues early
• Lisa’s transition from corporate life into entrepreneurship
• Building a business while managing illness, change and personal challenges
• Hiring her first team member and what that made possible
• Why heart-led leadership can still be commercially strong
• The role of music, inclusion and human connection in Lisa’s wider work
• Her advice to women in business about trusting themselves and taking space

In this episode of Scale Her Up, I’m joined by Alena Duncan, founder and Chief Executive and Operating Officer of NexEndo Healthcare.

Alena shares the story behind building a clinical services company that supports both NHS and private patients, helping to reduce waiting times in endoscopy and other specialist services while keeping patient safety and clinical governance at the heart of everything.

We talk about her journey from nursing into law, consultancy and then founding NexEndo Healthcare, as well as the realities of growing a business in a highly regulated and male-dominated industry.

This is a fascinating conversation about leadership, persistence, communication, problem-solving and what it really takes to build a purpose-led healthcare business.

• What NexEndo Healthcare does and how it supports NHS and private patients
• Why reducing waiting times in healthcare matters so much
• The challenge of marketing sensitive health services
• Alena’s journey from nursing to law to business ownership
• What she has learned about herself as a founder and leader
• Why communication has been a thread through her whole career
• The importance of trusted people around you in business
• Growing from a small team to a much larger operation
• The realities of regulation, policy and compliance in healthcare
• The barriers to entry for smaller providers in Scotland
• Why persistence and strong opinions can be an asset in business

• Why patients need services that feel accessible and easy to talk about
• Alena’s reflections on finding her voice in a male-dominated world
• Her honesty about having to be firm in order to be heard
• The challenge of selling services people only seek when they have a problem
• “Don’t be scared of being opinionated as a woman.”
• “If you don’t try, you never know whether you’re going to succeed.”