Celebrating Ali Charters | IWD

For International Women's Day 2022, we decided to celebrate successful women in our business, get to know them and promote their achievements both inside and outside of the workplace.

Can you give a summary of your job at Midwich?

I am the Divisional Manager for Projection, LFD and Audio. I manage a team of 8 Brand Managers and a technical sales specialist, managing the business of 30 suppliers.

How long have you worked in the Midwich Group?

Almost 14 years.

What has your journey been at Midwich?

I joined when my son started primary school, looking for a simple 9-5 office job! My first role was Philips Specialist, I then moved into brackets and helped grow brands like Chief, B-Tech and Peerless, heading up the newly formed accessories division in 2010. In 2012 I moved into business Management as Audio Product Manager and then into my current role in 2019.

What is some advice you would give to someone starting out in the AV industry?

Never be afraid to ask questions, every day I learn something new.

What is it that has made you stay at Midwich?

I love the team that I work with, the camaraderie, the culture and the opportunities.

Are you an early bird or night owl?

Early Bird. I'm on a dog walk by 7am and in my jim-jams by 9.30pm.

What’s your number one tip for combating distractions when working from home?

Get yourself a well-lit, comfortable, workspace, that’s away from the biscuits in the kitchen, preferably one that you can close up and move away from at night.

Outside of work, what is your go-to downtime activity?

Family film nights or working in the garden help me to relax.

Who is your role model at work or outside?

I love a strong female role model, someone who knows what they want and is not afraid to speak her mind.  Someone who encapsulates this for me is Princess Leia.


International Women's Day is a global day celebrating the social, economic, cultural and political achievements of women. The day also marks a call to action for accelerating gender parity. Significant activity is witnessed worldwide as groups come together to celebrate women's achievements or rally for women's equality. 

International Women's Day has occurred for well over a century with the first gathering held in 1911. The campaign theme for International Women's Day 2022 is #BreakTheBias. Whether deliberate or unconscious, bias makes it difficult for women to move ahead. Knowing that bias exists isn't enough. Action is needed to level the playing field.