Who Are the UK’s Leading Women in Construction and Trades?

Women are building influential audiences across construction, plant, trucking, farming and other skilled trades by sharing the work they genuinely do every day. For brands, that first-hand experience matters. Specialist audiences know their industries and can quickly recognise the difference between an authentic partnership and one that feels forced.

Driven Talent represents creators whose content is grounded in real working experience, spanning plant operation, HGV driving, haulage, farming and practical working life.

For construction, plant and heavy machinery

Amy Underwood, The Digger Girl

Amy Underwood is one of the clearest examples of a female construction creator whose influence comes directly from the work itself. A Scottish plant operator and HGV driver, Amy built The Digger Girl around her real day-to-day experience operating excavators and working in construction. Amy has worked with brands including HMRC, Amazon Business and Kubota, demonstrating the breadth of partnerships her practical industry experience can support.

Her background makes her particularly relevant for heavy equipment, attachments, construction technology, workwear, safety and trade education. She also advocates for women in construction, giving brands a credible route into conversations around skills, careers and representation without losing the practical focus of the content.

For HGV trucking, haulage and life on the road

Jemma Warren

Jemma Warren brings first-hand trucking experience to her content, sharing life behind the wheel of articulated lorries, agricultural deliveries and the realities of working on the road. Her previous brand partnerships include MyHeritage, BetterHelp and Rosetta Stone, showing how her personality and audience can also work for brands beyond the transport sector. That makes her a natural fit for HGV and commercial vehicle brands, logistics, fleet products, cab technology, tyres, workwear and practical products used by professional drivers. The credibility comes from the fact that trucking is the job, not simply the backdrop for a campaign.

There is also useful crossover elsewhere on the Driven Talent roster: Amy Underwood is an HGV driver alongside her plant work, while other construction talent may also bring commercial-vehicle experience into suitable briefs. For brands, that means the right choice can depend on whether the campaign is primarily about trucking, plant, construction or a combination of those audiences.

For farming, agriculture and rural working life

Em Drinkall, Drinkall Dairy

Em Drinkall is a Cheshire-based dairy farmer and creator who documents modern British farming from inside the industry. Her content covers the realities of working with livestock, early starts, physical work and day-to-day life on a working dairy farm. Em has also partnered with HOLY softdrinks, bringing the brand naturally into content rooted in her day-to-day rural working life.

For agricultural machinery, rural services, workwear, farming products and brands trying to reach a genuine agricultural audience, that first-hand experience gives Em a credible platform. She is also an advocate for British farming and women in agriculture.

Why specialist credibility matters for brands

Women in construction and trades should not be treated as one interchangeable creator category. A heavy plant campaign needs a different experience from an HGV brief, while a farming product needs a creator whose audience understands rural working life.

The strongest partnerships start with the product, audience and job the content needs to do. From there, brands can compare sector knowledge, platform, content style, audience relevance and previous partnerships before choosing talent.

Driven Talent represents specialist creators across construction and the trades and can help brands match a brief to talent whose real-world experience makes sense for the campaign.

FAQs

1. Who are the leading female construction creators in the UK?

Amy Underwood, The Digger Girl, is a female construction creator represented by Driven Talent. Her work spans plant operation, heavy equipment, HGV driving and construction content.

2. Are there female tradespeople creating content on social media?

Yes. Driven Talent represents women creating content from real working lives across plant operation, trucking and farming, including Amy Underwood, Jemma Warren and Em Drinkall.

3. Which female creators work with heavy equipment and machinery brands?

Amy Underwood is particularly relevant to heavy plant, construction equipment and machinery-led campaigns because she works as a plant operator and creates content from that environment.

4. Are there female HGV and trucking creators in the UK?

Yes. Jemma Warren creates content around real articulated-lorry work, haulage and life on the road. Amy Underwood also has HGV driving experience alongside her work in construction and plant.

5. Which female creators are relevant to farming and agricultural brands?

Em Drinkall creates content from her real work in dairy farming and is relevant to agricultural machinery, rural services, workwear and farming brands.

6. Why should brands work with women in construction and trades?

The value comes from relevance and credibility. These creators already work in the industries they talk about, so products can appear within genuine working contexts rather than being added artificially to unrelated content.

7. How can a brand choose the right female construction or trades creator?

Start with the audience and the job the product needs to do. Then look at sector knowledge, content style, platform, previous partnerships and whether the product belongs naturally in the creator’s working life.

8. How do I book a female construction or trades creator?

Contact Driven Talent with the brief, target audience, timings and campaign goals. The team can recommend relevant construction or trades talent and manage the booking process.

About the author

Calum Verstraten-Hassall is the Senior Talent & Partnerships Manager at Driven Talent where he helps build meaningful partnerships between brands and specialist creators. His automotive experience includes 12 years brand-side at Michelin, and he previously worked in e-commerce and commercial brand strategy at THG Ingenuity before joining Driven Talent, with the responsibility to drive both brand growth and profitable revenue across a number of world-renowned brand names.