With the support of the Made Smarter programme, she’s turned her passion for baking into a thriving, digitally driven manufacturing business — and is inspiring more women to follow her lead.
From Engineering Apprenticeship to Manufacturing Entrepreneur
Gina Goulding began her career through a civil engineering degree apprenticeship, contributing to major nuclear projects at Sellafield. However, in 2021, she transformed her baking side hustle into a rapidly growing enterprise.
Today, at just 27, Gina leads Bakes by Gina, an eight-strong team producing thousands of cakes every month for both retail and wholesale clients from a purpose-built factory in Whitehaven. Alongside this, she operates Beach Road Bakehouse in St Bees, employing a further 14 staff, all while continuing a role as a planning engineer.
How Made Smarter Fuelled Her Success
Key to Gina’s success has been her embrace of digital innovation and leadership, powered by the Made Smarter North West programme. This government-backed initiative helps SMEs adopt cutting-edge digital technologies and develop essential leadership skills for a modern manufacturing world.
“Made Smarter didn’t just support me in creating a digital strategy and exploring new technologies — it helped me believe in my own leadership potential,” Gina shared. “It helped me see myself not just as a baker or engineer, but as a manufacturer and business owner.”
Gina is a graduate of Made Smarter’s Leading Digital Transformation (LDT) programme, designed to equip SME leaders with the confidence and tools to lead digital change. Two members of her team have also completed the Leading Digital Champions (LDC) programme, embedding a culture of innovation throughout the business.
Blending Creativity with Engineering Expertise
Gina’s unique combination of creativity and engineering expertise represents the hybrid skill set now driving digital transformation in manufacturing. Her technical background built the foundation for problem-solving and process thinking, while her creative flair influences everything from factory layout to cake decoration.
“Creativity and engineering go hand in hand,” she said. “An engineering mindset makes you resourceful and resilient — exactly what you need when growing a business in today’s manufacturing industry.”
A Proud Role Model for Women in Engineering
As a woman thriving in historically male-dominated industries, Gina is passionate about championing inclusivity and encouraging more young women to pursue careers in engineering and manufacturing.
“When I started my engineering apprenticeship, I was the only woman,” she recalled. “A few years later, I was working alongside two other female engineers. Things are changing, and it’s great to see.”
Changing Perceptions in Manufacturing and Industry
Gina’s story is part of a broader movement. Over the last six years, Made Smarter North West has supported dozens of women with leadership development, mentoring, and digital internships, driving diversity and innovation in the sector.
Claire Scott, Technology Adoption Specialist at Made Smarter, praised Gina’s leadership:
“Women like Gina are changing perceptions of what engineering and manufacturing look like. They’re not just part of the change — they’re leading it. The more stories we tell like Gina’s, the faster the narrative evolves.”
Digital Transformation is Leveling the Playing Field
The rise of automation, AI, and data analytics is reshaping manufacturing jobs and removing barriers that once excluded women from certain roles. Packing lines and manual processes are being replaced by smart systems, creating space for higher-value, more flexible jobs, and enabling women to lead from the factory floor to the boardroom.
Sarah Woodhams, another Technology Adoption Specialist at Made Smarter, added:
“Digital transformation is levelling the playing field. It’s not about who can lift more — it’s about who can lead smarter. Outdated attitudes towards women in engineering still exist in pockets, but they’re becoming rare. Women are now at the forefront of change, and digital technology is opening new doors.”
Made Smarter’s Commitment to Building an Inclusive Future
Programmes such as the Leading Digital Transformation (LDT) and Leading Digital Champions (LDC) initiatives are giving women in middle management and on the shop floor the confidence and technical skills to lead transformation projects. Meanwhile, the Digital Technology Internship programme connects digitally savvy students — many of them young women — with SMEs eager to implement new technologies, giving them vital industry experience.
Donna Edwards, Director of the Made Smarter North West programme, reflected:
“We need to start early and show girls that modern engineering and manufacturing is high-tech, dynamic, and full of opportunity. Gina’s journey is proof that this message is beginning to land.”
About Made Smarter North West
Made Smarter North West is a government-backed initiative offering expert advice, skills development, leadership training, technology adoption support, and digital internships to manufacturing SMEs across the North West.
