Martina Gordeen is on a mission to reshape access within the UK’s creative industries. As the founder of Women Who Werkkk and creative agency HumanThreadsss, she has spent nearly a decade building platforms that champion visibility, connection and opportunity for women and people from diaspora backgrounds.
Her journey into the industry didn’t begin with formal training or connections—but with curiosity and the internet.
From Blogging to Building a Movement
At just 14, Gordeen was inspired by Shameless Maya, whose message of showing up unapologetically online resonated deeply. While she didn’t immediately pursue YouTube, Gordeen began blogging—writing for young people often labelled as “rebellious” or “disengaged.”
Rather than accepting those labels, she recognised a different reality: a generation processing the world differently thanks to digital tools.
By the time she enrolled at Birmingham City University to study Media and Communications, Gordeen had already developed an understanding of the creative industries that many of her peers lacked.
“It wasn’t about talent,” she explained. “It was about access.”
The Pink Book: Redefining Industry Connections
That realisation led to the creation of The Pink Book, an events series developed during her university studies. Instead of gatekeeping industry contacts, Gordeen flipped the traditional “black book” model into something open and inclusive—creating spaces for shared knowledge, collaboration and visibility.
The concept quickly grew beyond campus, attracting partnerships with venues and creative hubs including Boxpark Shoreditch and 45 London.
This momentum eventually evolved into HumanThreadsss, her creative agency designed to give the initiative a permanent structure.
Women Who Werkkk: Spotlighting Creative Talent
The most prominent extension of Gordeen’s work is Women Who Werkkk, now in its third year. The platform celebrates women across sectors including marketing, media, music, fashion and entrepreneurship—creating a network that amplifies talent often overlooked by mainstream industry pipelines.
Its growth speaks volumes. A 2024 celebration event hosted at 45 London brought together more than 280 creatives and industry professionals, while the 2026 list generated over 30,000 Instagram views within just 72 hours.
To mark this year’s edition, a launch event is scheduled for 23 April 2026, bringing together a curated audience of women-identifying creatives, founders and industry leaders.
Industry Recognition and Global Attention
Women Who Werkkk is increasingly part of wider conversations around diversity and inclusion. The initiative was featured on Campaign’s podcast, exploring the state of equity in the creative sector.
Gordeen herself has also gained recognition on a global stage. In 2024, she attended the Cannes Lions International Festival of Creativity through the Cannes Challenge programme, backed by McCann London and Digitas UK—marking her work as one of the few community-led initiatives gaining traction at the highest levels of the industry.
The Bigger Picture: A Systemic Gap
The need for platforms like Women Who Werkkk is backed by data. Research from the Creative Industries Policy and Evidence Centre shows that women hold just 34% of managerial and director roles across the UK creative industries.
Further insights from the Parliamentary Office of Science and Technology highlight ongoing structural barriers affecting women and individuals from ethnic minority and working-class backgrounds at every stage of their careers—from entry-level roles to leadership positions.
“Talent Is Everywhere—Access Isn’t”
For Gordeen, the mission remains clear.
“Talent is everywhere. What isn’t everywhere is access,” she said. “Women Who Werkkk exists because I wanted to make sure other people didn’t have to figure it out alone.”
Looking ahead, her ambition is to scale Women Who Werkkk into the UK’s largest network and development platform supporting Black women in the creative industries—connecting emerging talent with opportunities that can genuinely accelerate careers.
