From American Studies to Venture Capital: Victoria Barber's Unconventional Rise in VC Distribution
In an industry where women represent less than 10% of the venture capital workforce, Victoria Barber's journey to Sales Director at Pembroke VCT demonstrates that there's no single route to success in venture capital. With a BA in American Studies rather than the traditional finance or economics background, Barber has carved out a distinctive career path through sales, strategic partnerships, and client relationship management.
Since joining Pembroke VCT in August 2024, Barber has brought a wealth of experience from her previous roles at Octopus Investments and TIME Investments, where she honed her expertise in building relationships with financial advisers, networks, and institutional clients. Her unique perspective on fund distribution makes her an advocate for promoting female leadership in both the investment community and among the entrepreneurs seeking funding.
Throughout this conversation, Barber shares insights on navigating the VC landscape, the importance of professional development and soft skills, and how women in distribution roles can help bridge the funding gap that sees female founders receive only 2% of venture capital investment globally.
You brought a wealth of experience in strategic partnerships and sales from leading investment firms when you joined Pembroke VCT as Sales Director in August 2024. Many women in venture capital come from traditional investment or finance backgrounds, but your path through sales, strategic partnerships, and client relationship management offers a unique perspective. How has your experience building relationships with financial advisers, networks, and institutional clients shaped your approach to fund distribution, and what advice would you give to other women considering non-traditional entry points into the VC ecosystem?
I did not follow a traditional finance career path. I didn’t read Economics, Finance or Business; I have a BA in American Studies, so entering the financial services sector wasn’t something I had initially planned! My experience in sales and strategic partnerships has been invaluable in building a good industry network.
Starting at Octopus Investments, I focused on developing central relationships with national advice firms, financial advice networks, service providers and professional bodies. I delivered CPD training across the country to educate and upskill financial advisers in recommending tax-efficient investments. This allowed me to better understand some of the challenges faced by financial advisers and their clients, while also developing skills in public speaking, particularly in communicating complex information clearly, making it easier to digest.
After 4 ½ years at Octopus, I joined TIME Investments as Head of Strategic Investments, where I was responsible for establishing and leading the strategic partnerships function, building on the experience I had gained during my time at Octopus.
For those considering non-traditional paths into venture capital, it is definitely attainable. I am a big advocate for professional development and taking further qualifications to deepen knowledge of the space you are operating in. Early in my career, I completed the Diploma in Financial Planning (DipPFS, Level 4), which helped provide a solid foundation of knowledge of the sector.
Soft skills are also equally important. Strong communication and strategic thinking are highly relevant in any role, but particularly those with a focus on fundraising. Building teams with a diverse skillset not only strengthens capability but also nurtures diversity of thought.
Research shows that women make up less than 10% of the venture capital workforce, with female VC partners representing just shy of 5%. As Sales Director at Pembroke VCT, you're responsible for maintaining relationships with key clients and external stakeholders in a sector where female founders receive only 2% of VC money. What specific challenges have you encountered as a woman in the VCT space, and how do you leverage your position to advocate for greater diversity in both the investment community and among the entrepreneurs seeking funding?
It’s no secret that Venture Capital is a male dominated industry, but that does not mean that there is not plenty of opportunity for women in the sector. A few years ago, I volunteered with Women in Banking & Finance, where I led on media partnerships and supported younger women looking to enter the financial services industry. That experience sticks with me today and has reinforced the importance of support networks and visible role models in the workplace that you can relate to.
At Pembroke, we have several exceptional female founders in our portfolio, and we’re proud to be a signatory of the Investing in Women Code. I strongly believe that “you can only be what you can see,” so increasing visibility of women in leadership positions is the baseline of making the industry feel accessible to young women.
Your role involves developing relationships with national advice firms and financial networks, putting you at the intersection of retail investors and entrepreneurial ventures. Given that startups with at least one female founder tend to outperform those with all-male teams, yet still face significant funding gaps, how can women in distribution and client-facing roles like yours help bridge this gap? What initiatives or approaches do you think could better connect female entrepreneurs with the capital they need to scale?
In a role like mine, you are uniquely positioned to influence capital allocation through shaping conversations with many different external parties.
One way to help bridge the investment gap is through greater visibility and advocacy. This includes meaningfully championing success stories of female-led businesses in our communications with advisers, investors and our external communications. We also promote internal education around the value of diverse teams, not as a moral imperative, but as a commercial one too.
We’re proud to spotlight the strength of the Pembroke portfolio and celebrate the achievements of our female founders. Championing that success can help to inspire continued investment in other female-led businesses from both Pembroke and the wider investment community.
Ultimately, women in distribution roles can play a key part in shifting capital flows by amplifying female-led success stories, challenging bias in conversations, and ensuring great businesses get the visibility and backing they deserve.
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