International Women’s Day 2025 – Accelerate Action with Jacinta Colley, Sales Director for Vida Wood Australia

Written by FTMA’s Kat Welsh

“I’ve overcome some barriers, but it’s helped shape me, who I am today. And it’s certainly not going to stop me for the future.” 

On March 8th 2025, it was International Women’s Day. To celebrate, over the month of March FTMA has been publishing articles showcasing 4 incredible women in the Timber Industry.

Catch up on the articles so far –

Julia Hall, CEO of McCormacks Australia

Elizabeth van der Plaat, Co-owner High Country Truss & Frame

Christine Flanagan, Director of Trusses & Timber

This year, the United Nations’ theme is March Forward, or the IWD organisation’s theme is Accelerate Action. Both of which are promoting ways for women to be given more opportunities when it comes to equality and equity. The Timber Industry, whilst being a traditionally male populated arena, does have more women coming into the sector. For the final article in this series, we’re shining a spotlight on a woman who has dedicated herself to making it a better place culturally, promoting the benefits of working within a sector all about sustainable forestry and the future of construction, and actively supporting more women into the field.

Jacinta Colley is the Sales Director, for Vida Wood Australia. She takes on anything with a strength and determination for positive outcomes and growth. Jacinta’s journey hasn’t always been easy, but as an industry leader she’s taken every hurdle and found a way to turn them into learning opportunities. While she’s been working in the sector for more than 20 years, it’s not where she started off.

“While I feel like the forest was destined for me as I am originally from Mt Gambier, it was not one that was on the radar. I started with work experience in year 10 as a Hairdresser (quickly closed that option) and completing certificate 3 in Retail Operations while working in a sports store for 4 years, before moving into the ventilated PVC shelving for Wardrobe World and selling Hettich kitchens & parts, while finding my groove. My passion for the timber sector stems from my initial exposure to the industry through my father’s role at CHH [Carter Holt Harvey Timber] in Mt Gambier. In 2000, this connection led me to a customer service position at CHH in Melbourne, sparking my interest in the building and construction sector,” said Jacinta.

Her father handed her the position description one day – telling Jacinta she needed to apply for it. Her first reaction was whether he was trying to kick her out! He insisted this was an opportunity she had to take a hold of. “He could see that I was stagnant, and he could see that Mt. Gambier was great when I was young and doing all the sport. But it didn’t have the opportunities or the chance to go and explore the big world like moving to a capital city would do.” Jacinta applied for the position, had the interview, and was on her way to Melbourne within 2 weeks.

Not long after, Jacinta went on to work with Meyer Timber, where her appetite for the sector increased, before being offered a role in sales with CHH. This led to Jacinta developing a genuine love for what she does. “I up and moved to Brisbane and didn’t know anybody. But what I did have was that I was a netball player and wherever I moved or whatever I did, I just joined the local netball club and that got my connections.”

In 2005, Jacinta accepted a position with Simmonds Lumber. Jacinta described the move to Simmonds, as the moment that her career in sales really began to take off. It helped her to develop, grow, and gain insight into leadership. “I am a passionate, driven, and motivated leader with over 25 years of experience in the timber and building industry. As a female professional in a traditionally male-dominated field, I bring a unique, direct approach to leadership that is characterised by transparency, precision, and a relentless focus on detail.”

Jacinta’s journey has been one of dedication – willing to take on any adventure. At times it has been tough, as a woman in an industry traditionally filled with men. Jacinta has had to deal with judgements and biases because of being a female. Jacinta talked about her experience of informing her workplace at the time that she was pregnant, and the response she received. Her immediate manager was supportive. However, Jacinta received an email from the then CEO, stating he didn’t like employing females under the age of 50 for this reason. He remarked about her needing to re-think her career – these days this would be considered discrimination. “So that was disappointing, I’ve got to say. And probably my first time I’d experienced that kind of nature. Previously I’d been challenged to make sure I knew my stuff. Let’s be real, that often happens with females in our sector,” said Jacinta.

Her response was, “I’m going to rise above this and I’m going to come back and I’m going to succeed. And that’s what ended up happening… Entering a male-dominated industry, I acknowledge that women may face challenges such as building confidence and overcoming potential biases. However, I believe that these challenges are increasingly being addressed, with more women being accepted and leadership positions becoming more balanced,” said Jacinta.

She is proud of how she dealt with the situation at the time. Although it is something she shouldn’t have had to experience, it has made her dedicated to leading in an inclusive and compassionate manner. We will always come up against difficulties – we cannot let that stop us.

“I absolutely encourage women to seize opportunities in the sector, I will emphasise that while it is challenging, it is also rewarding. We need to remind ourselves that the world can be our oyster if we allow it – if you don’t allow change then you will continue to recycle your experiences and wouldn’t that be boring! Let’s also be real, what’s the worst that can happen, you fail – that’s OK because you learn from that,” said Jacinta.

In 2019, Jacinta was approached by Vida. “Currently, I am leading the sales direction, development, and customer relationships at Vida Wood Australia. My career journey has taken me through roles of increasing complexity and responsibility, working with some of the largest and most respected companies in the country. This experience has allowed me to navigate and thrive in diverse market conditions, driving growth and expanding market share across different segments and geographic locations. My professional approach blends energy and enthusiasm, I am always ready to tackle challenges head-on. My commitment to excellence, coupled with my strategic vision, has been a key factor in Vida Wood’s continued success. I am also proud to hold several key positions with various industry groups, including recently serving as the Chair of the Australian Timbers Import Federation.” Jacinta talked fondly about her position with Vida and how excellent the culture is – its core focus being respect, and it being like a family.

Jacinta wants her staff to always come to her no matter what and solving any issues together – – having their back. “Through my work, I aim to continue shaping the future of the timber and building industry while empowering women to break boundaries and push for greater innovation and success. Entering a male-dominated industry, I acknowledge that women may face challenges such as building confidence and overcoming potential biases. However, I believe that these challenges are increasingly being addressed, with more women being accepted and leadership positions becoming more balanced – we just need more of us. I always encourage women to seize opportunities in the sector, emphasising that while it is challenging, it is also rewarding. Regarding the promotion of women’s advancement, I am a strong advocate.”

Jacinta has been heavily involved from the start, in the Women in Forest and Timber Network QLD – a group dedicated to connecting women in the industry. “I have been actively involved with the WFTN, serving as an ambassador, Key committee member, for 12+ years. WFTN aims to support, advocate for, and empower women within the forest and timber industry, offering resources such as networking events, mentoring workshops, and educational opportunities to help women achieve their goals and build confidence.”

“In terms of gender equality in Australia, I observe positive progress, noting that leadership positions are becoming a little more balanced but still not where it should be. However, I emphasise the importance of continued advocacy and support to maintain and accelerate this momentum. Encouraging more women to pursue careers in traditionally male roles is crucial for achieving true equality. Underpinning that, family balance is also one that needs to be discussed more openly – something I wish that I had done better in my earlier days with my son.”

Jacinta hopes others will see what she is doing and feel inspired to take on challenges and advancements with their own careers. “I’ve overcome some barriers, but it’s helped shape me, who I am today. And it’s certainly not going to stop me for the future.”

Women have skills, intelligence, and capabilities – but often, not the confidence in themselves. Having the support, especially in a male dominated sector, of people believing in you can be critical to empower women. “Growing up, my biggest supporter was my father. His role at CHH and his encouragement played a significant part in my entry into the timber sector, providing me with insights and opportunities that shaped my career path.  As I continued my path, I have had the privilege to work with some wonderful male colleagues. There have certainly been the ones that challenged me too but that has made my shoulders wider and stronger of which I am grateful as it has helped shape the person I am today,” said Jacinta.

Jacinta, it was great to collaborate with you and hear your story – how you have turned difficulties into learning opportunities – and continued to shine a light with such fervour for Vida, WFTN, and all the organisations you are involved in. What you are doing is vital to promote a balanced and genuine culture, with great strength, resilience, and care. It is actively contributing to ‘Accelerating Action’ for women, and the sector. Thank you.