Breaking Barriers and Driving Sustainability: A Conversation with Zoe Flynn

This International Women’s Day, we sit down with Zoe Flynn, Head of Sales and Marketing at TFR Group, to discuss her inspiring career journey, her leadership in the circular economy, and the impact of sustainable business practices. Since joining TFR Group in 2019, Zoe has played a key role in reshaping the mattress recycling industry, forging impactful partnerships, and championing innovation in a sector that’s traditionally been male-dominated.

In this interview, Zoe shares what first drew her to the world of mattress recycling, how she’s grown as a leader, and why collaboration is at the heart of driving real change. She also offers valuable advice for women looking to make their mark in sustainability, sales, and leadership.

Zoe, you’ve had an incredible journey since joining The Furniture Recycling Group in 2019. What first drew you to the company and the mattress recycling industry?

When I first heard about TFR Group, I was shocked at how big the mattress waste problem was — and how little people seemed to know about it. What really appealed to me was how practical and hands-on the company’s approach was. I wanted to be part of something that wasn’t just talking about sustainability, but actually doing something to make a real difference.

You became Group Head of Sales and Marketing in 2024. How has your leadership style changed over the years, and what’s been your biggest lesson?

When I first moved into leadership, I probably thought I had to have all the answers myself — but I quickly realised that’s not realistic, and it’s not how you get the best out of a team. Now, I try to focus more on listening, asking the right questions, and making sure everyone’s clear on what we’re trying to achieve together. My style has definitely become more collaborative. I’ve also learnt how important it is to be adaptable — especially in such a fast-moving industry where new challenges pop up all the time.

TFR Group leads the way in mattress recycling and rejuvenation. How do you see the company — and your role — helping the UK shift towards a circular economy?

TFR Group’s in a really strong position to make a difference because we work right across the supply chain — with retailers, councils, waste companies, and manufacturers. We’re showing that recycling and rejuvenation aren’t just good for the planet, but they make business sense too. My role is to make sure our partners see that sustainability can go hand in hand with strong commercial results — it’s not an either/or.

International Women’s Day is about celebrating achievements. What career achievement are you most proud of so far?

I’m really proud of the partnerships we’ve built with some of the UK’s biggest retailers and waste companies. It’s great to see how sustainability has become part of how they do business — and knowing we’ve played a role in that. I’m also proud of stepping into a senior role in an industry that’s still quite male-dominated, and hopefully showing other women that there’s plenty of room for us here too.

Sustainability and innovation are central to your role. What advice would you give to women who want to combine their passion for the environment with a career in sales?

Don’t be afraid to bring your passion into your work — it’s what helps you stand out. Ask questions, challenge how things are done, and don’t assume you need to follow the usual career path. There’s so much opportunity in sustainability, whether you’re into sales, marketing, product development or something else. And definitely build your network — there are lots of brilliant people in this space who are happy to support you.

The recycling and waste industries have traditionally been very male-dominated. Have you faced any challenges as a woman in this sector, and how have you handled them?

There have definitely been times when I felt like I had to prove myself a bit more, especially in technical conversations. But for me, the key’s been to know my stuff — the more I understood the industry, the more confident I felt. I’ve also been lucky to work with some brilliant men and women who value ideas and results over everything else. I always try to focus on the work and let that do the talking.

TFR Group works with some fantastic partners, like John Lewis and Simba. How important is collaboration in hitting your sustainability targets, and how do you make sure partnerships have real impact?

Collaboration’s absolutely essential — no one can solve these problems on their own. When we work with partners, we focus on making sure everyone’s clear on the shared goals from the start. It’s not just about ticking a box, it’s about finding real solutions that work for everyone. Regular catch-ups, being honest about what’s working (and what’s not), and always looking for new ideas together — that’s how we make sure partnerships actually move the needle.

Finally, what’s your message to other women working in sustainability, leadership, or traditionally male-dominated industries this International Women’s Day?

Don’t underestimate the value of your voice and your perspective — that’s what brings fresh ideas and pushes industries forward. Sustainability needs creative thinking and different ways of looking at problems, and women bring so much to that. Find your supporters, don’t be afraid to speak up, and remember — there’s space for you at the table, no matter what industry you’re in.