In our latest industry interview, we sat down with Belinda Sweet-Williams, better known as “Cookie”, Secretary at the Traffic Management Contractors Association (TMCA) whose career in traffic management spans more than three decades. From starting on building sites to becoming a Health & Safety Director, and now a respected trainer and industry voice, her story is candid, inspiring, and full of insight.
How it all began
“Well, I started out on building sites,” she laughs. “Bricklayer’s mate, plasterer’s mate… really just helping out wherever needed.”
Her career didn’t begin with a formal application, it started in the pub.
“I needed a job, and the guy who owned Forest Traffic used to drink in my local. I mentioned it one night, didn’t think anything of it… then a couple of days later he rang me and said, ‘I’ll pick you up at half five, we’re off to West Wales to put on lane closures.’ That was my interview!”
From there, she began working on the back of the wagon, before gradually taking on more responsibility.
Learning on the job
Her early years were hands-on, physically demanding, and often solitary.
“I ran a contract in the early ’90s, it was just me on site installing traffic management. Long days, early starts, late finishes… but you just got on with it.”
Over time, she moved between site and office roles, picking up skills as she went.
“I started doing traffic management design, not that I was formally qualified, I just learned. That’s how it worked back then. You got stuck in.”
When she first joined, the company had around 14 employees. By the time she left in 2021, the team had grown to over 300 (now operating as Core Highways).
“I’ve done a bit of everything – depot manager, health and safety, quality assurance, instructor… and eventually Health & Safety Director. Which still surprises me, if I’m honest.”
“I never wanted an office job”
Despite her progression, she never set out to climb the ladder.
“I always said I’d never work in an office. I like being outdoors. I’ve got horses, that’s my thing. So, ending up as a director… that was never the plan.”
Being a woman in a male-dominated industry
Starting out on building sites, she quickly learned she’d need to prove herself.
“There was no special treatment – you had to keep up. And in a way, that made me work harder.”
She recalls one moment that stuck with her:
“The bricklayers wouldn’t speak to me after a bad weather week, because I got paid and they didn’t. So, I started going in early, setting everything up for them – bricks, blocks, the lot. After that, they started talking to me again!”
Ask her what’s kept her in the industry, and the answer is simple: the people.
“It fascinates me. You meet some real characters. When I’m running a training course, by day two, they’re telling me everything. Honestly, I could write a book.”
She’s passionate about the opportunities the sector offers.
“In a ‘normal’ job, some people might not progress, but in traffic management, they can. I’m proof of that too.”
Continuing to shape the industry
Since leaving her full-time role, she hasn’t slowed down. When she isn’t with her horses, she works as a freelance instructor and serves as secretary for the Traffic Management Contractors Association (TMCA).
“They wanted my experience more than my admin skills,” she jokes.
She’s also heavily involved in training through the National Highway Sector Scheme, delivering specialist courses for senior traffic management roles.
“There aren’t many of us delivering some of that training, especially women.”
Looking ahead: raising standards and widening focus
A key focus now is improving standards across all types of roads, not just high-speed networks.
“Historically, the TMCA focused on motorways and dual carriageways. But actually, rural and urban roads can be more dangerous.”
She explains why:
“On a motorway, everyone’s moving in the same direction. Local roads are more unpredictable, there are more variables, more risk.”
The goal is to create clearer expectations and consistency across the board.
“If you don’t set the standard, you can’t monitor it. People need to know exactly what’s expected.”
Final thoughts
After more than 30 years in the industry, her passion hasn’t faded.
“Traffic management is a strange industry,” she smiles. “But it’s a good one.”
And if there’s one thing, she’d like people to take away?
“There’s a real career path here, even if you don’t see it at the start. I certainly didn’t.”
Thank you to Cookie for giving us a look into her fascinating career.
You can meet Cookie and the TMCA team in person this summer at the Innovation and Learning Festival, where they will be exhibiting on Stand 92.