Maxine Hose: Breaking the Silence on Menopause in Advertising

In the fast-paced world of advertising, conversations about women's health issues, particularly menopause, have historically been pushed to the side lines or avoided entirely. Maxine Hose, Head of Production at Grey Advertising Agency, is lending her voice to the movement that is changing the narrative around this natural transition, through her powerful advocacy and willingness to share her personal journey.

As our newest emPOWER mentor, Maxine brings not only her considerable professional expertise but also her ground breaking experience as a champion for menopause awareness and support in the workplace. She joins us as part of The emPOWER Pathway, our new mentoring network of Challenge Buddies, where leaders across the industry share their lived experiences to support others through personal and professional challenges.

Maxine's story is one of personal challenge, transformed into collective action, demonstrating how individual advocacy can create meaningful institutional change.

When Maxine experienced what she thought was the onset of perimenopausal symptoms at age 41 during the first COVID lockdown, she discovered a gap in her workplace health support. After learning that menopause-related healthcare wasn't covered by her company's insurance policy at the time, she didn't simply accept the status quo. Instead, she launched a conversation that successfully changed the insurance policy, ensuring that women throughout the organisation could access the menopause support they needed.

Her journey from personal struggle to policy reform exemplifies the kind of leadership and mentorship that the emPOWER program celebrates, turning challenges into opportunities for systemic improvement. Through sharing her experiences, Maxine helps normalise conversations about menopause in professional settings and provides a roadmap for others to advocate for better support.

We wanted to find out more about Maxine’s journey so get yourself a cuppa as we delve deeper into her personal journey.

When did you first start experiencing perimenopausal symptoms?

It turns out I had actually been experiencing my perimenopausal symptoms from around the age of 39, but I had no idea and had put the mood swings, erratic periods and teariness down to stress and my body adjusting post having my daughter a couple of years prior. The doctor had looked into thyroid, offered up CBT and even anti-depression meds, but never considered it could be perimeno due to my age. So when at 41 I was diagnosed with being in full menopause, it hit me quite unexpectedly. It was the middle of the first lockdown and I think the combination of pandemic stress and hormonal changes created a perfect storm. At first, I didn't recognise what was happening—I just knew something significant was changing in my body and mind. Being relatively young, menopause just wasn't on my radar at all. It wasn’t until I went for my first post lockdown night out with girlfriends, who all suggested, after many rounds of tears and describing what felt like crippling anxiety or possibly dementia, that I went to my GP to rule out early menopause.

What symptoms did you experience?

The symptoms were wide-ranging and, frankly, overwhelming at times. I experienced memory loss, vocabulary going MIA, brain fog, tiredness, sadness, insomnia, hair loss, weight gain, headaches, mood swings, skin dryness, I could go on, I mean the list is so much longer than most are aware of. All of this whilst trying to navigate production in lockdown and a new role, left me exhausted during workdays, but the worst symptom for me was the anxiety.  My confidence wavered during important meetings—something that had never been an issue before. I just didn’t really know myself anymore. 

What was particularly challenging was the unpredictability. I never knew which symptom would show up when, making it difficult to plan or prepare, especially in a job that requires constant problem-solving and quick thinking.

How did being diagnosed with menopause at 41 make you feel about yourself?

Initially, I felt a strange mix of relief and grief. Relief at having an explanation for what I was experiencing, but grief because I associated menopause with aging and the end of a significant chapter in my life. Society often equates female value with youth and fertility, and I wasn't immune to those messages.

There was also a profound sense of isolation. At 41, none of my close colleagues or friends were discussing menopause. The lack of open conversation about early menopause made me feel like an outlier rather than someone experiencing a natural biological process that can begin earlier for some women.

Even as I educated myself about menopause, I rapidly noticed that all the imagery around it is of women “of a certain age”, perpetuating the myth that menopause is hot sweats and mood swings for old ladies that society feels is fair game to mock. Totally unrelatable to such a large section of society suffering with their menopause journey, but as I looked deeper, towards the icons of my youth, the ballsy women of the 90s, they were educating and talking in a different way. I finally connected with other women with similar experiences, and my perspective shifted. I began to see this transition as an opportunity to redefine what this life stage could mean both personally and professionally.

How have you navigated your menopause status in the workplace?

My approach evolved from silence to strategic openness. The turning point came when I tried to access healthcare support and discovered the gap in coverage. That moment of frustration became a catalyst. I realised that by staying quiet, I was perpetuating the very system that was failing women like me.

I started with disclosure to my Head of HR at the time, explaining how specific symptoms were affecting my work and suggesting accommodations that would help me continue performing at my best. She and my CFO were incredible and supportive and got me the extensions to my healthcare I needed. 

I've found that framing menopause as a workplace issue rather than a women's issue often gets better traction. When I presented data on how many working women experience menopause symptoms and the productivity impacts, it shifted the conversation from personal health to business performance—a language that decision-makers understood.

Now, I'm becoming intentionally visible about my experience, serving as a resource for other women who might be struggling silently, as well as younger women and men, who like myself, had no idea what menopause actually entails. The education of younger women is so important, not only to help understand their own bodies, but to become a support for other women that might need their understanding. Creating space for these conversations feels like it could be one of the most meaningful additions to my career.

What do you feel needs to change to create more acceptance around perimenopause?

We need change at multiple levels. First, education is critical—not just for women but for everyone in the workplace. Many people, including women themselves, don't understand the full spectrum of peri and menopause symptoms or recognise that it can start in your 40s or 30s.

Healthcare systems need to catch up too. The fact that menopause-related care wasn't covered by our comprehensive insurance plan reflects a broader pattern of women's health being side lined. We need policies that recognise menopause health support as essential, not optional.

In advertising specifically, we need to examine how we portray midlife women. As content creators, we have tremendous power to shape narratives. If we only show women over 40 in limiting or stereotypical ways, we reinforce the stigma around aging and menopause. Women also hold the disposable household income purse strings, and are a massive force in the economy so we need to start talking to them directly. 

Leadership representation also matters deeply. When more perimenopausal and menopausal women are visible in senior roles, it normalises this life stage and demonstrates that hormonal transitions don't diminish professional capability when we are supported.

Finally, workplace flexibility is essential. Simple accommodations like temperature control, scheduling flexibility for medical appointments, or hybrid working options can make a tremendous difference. These changes benefit everyone, not just women experiencing menopause.

The ultimate goal isn't just acceptance—it's creating environments where women can thrive through every life stage. When we do that, we retain incredible talent and wisdom that too often walks out the door because the workplace failed to adapt.

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emPOWER is thrilled to welcome Maxine as a Mentor on the emPOWER Pathway, where you can find a Challenge Buddy in our network - it’s such a gift that Maxine has made herself available to help other women in our community so we really hope that people will avail themselves of this very great opportunity.

*Through the emPOWER mentorship program, Maxine will be available to support and share her insights on navigating perimenopause while parenting and maintaining a successful career in advertising. To connect with Maxine or learn more about becoming an emPOWER mentor, contact athene@theempowerbreakfast.co.uk.