Cassie Rocks: ‘I am a better friend, colleague and person for having worked on The FLIP’

You are co-director of The FLIP. How and why did you become involved with this? 

I’ve been a huge fan of The FLIP since it was set up in 2019. I loved the idea that women were being given a space to celebrate their achievements and that I could learn so much about different career journeys in such an in-depth and inspiring way. When the opportunity arose in 2021 for new leadership to take up the mantle, I jumped at the chance and teamed up with some friends from the industry to apply. I think it was our collective passion for both the industry and the people within it that really clinched that application. Since then, the platform has grown in its reach and ability to make change, and I am so proud of how far it’s come. 

What have you learned from your work on The FLIP? 

It’s difficult to capture concisely just how much I have learned – about the industry, about society in general, and about myself. I am a better friend, colleague and person for having worked on The FLIP. If I had to encapsulate what I have learned in one sentence, it would be that there is nothing more valuable than surrounding yourself with people whose experiences differ from your own. 

What have been the highlights of working on The FLIP so far?  

It was incredibly exciting working on our inaugural survey last year, and continuing this work in 2025’s survey. We had been wanting to learn more about what mattered most to our community since we took over The FLIP, so actually bringing this mission to life was amazing. With hundreds of responses, we were able to ascertain a clear picture of the lifeblood of our industry: for example, how many people experienced imposter syndrome (97%), how many people felt they had clarity on their potential career progression (25%), and who felt their salaries covered their living costs (57%). It felt like the first time we had really been able to connect with our audience and address them directly.

This year, we again ran the survey to check back in with the industry and see what had changed. We added questions on the topics that kept coming up time and again across the industry, such as caring responsibilities, neurodiversity at work and the rise of AI in publishing. We are just analysing the data at the moment; it will be so interesting to see what’s changed (and what hasn’t!). 

What are The FLIP team’s ambitions for the platform? 

Everything The FLIP does and stands for is shaped around advocacy. We want people to know the platform as a powerful voice in the fight for a fair and diverse publishing industry. This looks like more research, more events, more conversations and more change. In the short term, our hope for 2025 is to organise in-person and online events across the country, with the ultimate aim of bringing more people together. 

You’ve been selected as a London Book Fair Trailblazer and shortlisted for PublisHer’s Emerging Leader and the FutureBook Future Leader of the Year awards. What are your next career goals? 

I am looking for new challenges that push me out of my comfort zone and help me grow  personally and professionally. I am keen to continue championing innovation in the industry, mentoring junior talent, and driving initiatives that promote diversity and inclusivity. 

You are speaking at London Book Fair about ’Knowing Your Worth and Empowering the Next Generation’ with Elena Pasoli and Perminder Mann. What can fair attendees expect from this panel? 

I am excited to speak with this incredible panel of pioneering women. This panel is for professionals at any stage of their career, but it will be of particular use to those navigating significant career transitions, stepping into leadership roles, or anyone looking for advice on progressing their career in an authentic and sustainable way. Attendees can expect inspiration and practical tips, and will come away with a better understanding of progression in publishing. 

You’re also chairing another panel with The FLIP on how to effectively advocate for junior talent in publishing. Why do you think this is such an important topic?

I believe that the main reason people leave the book industry is because they do not feel adequately advocated for. We’re all here because of our shared love for books, reading and fostering that passion in others – that hasn’t changed.

Yet, we’re seeing an increasing number of people leave, especially among diverse talent in mid-level roles. This trend often coincides with major life changes, forcing people to choose between their professional and personal goals. If more people felt that they were being truly advocated for by their companies, I believe we’d see a reduced loss of talent, so it’s crucial that we keep this conversation going. 

How do you think the book industry can inspire future leaders?  

A clear area for improvement in the book industry is visibility. In order to inspire future leaders, it is essential for these people to see others who reflect their own identities and life experiences thriving in leadership roles. Unfortunately, senior leadership teams across the industry are lacking diversity and there is constant conversation around talent recruitment versus talent retention for under-represented communities. People need to feel that there is space for them at the top; that will go some way towards inspiring future leaders. 

Is there anything else that you are looking forward to during your time at the fair? 

As a marketer in children’s education publishing, I’m really keen to see The Reading Agency’s "Quick Reads: Building a Diverse and Inclusive Reading Community". I’ll also be attending BookMachine’s "Navigating Social Media" session – to improve my strategies both at HarperCollins and at The FLIP. Overall, though, I’m excited to connect with my network and meet more people in The FLIP community. 

Which woman in the book industry particularly inspires you, and why?

There are so many, but I need to give a special mention to my colleagues at The FLIP, Yanmin Zhuchen-Mander and Omara Elling-Hwang. Hopefully, our collective passion for publishing comes through our content, but I’m lucky to witness that in action behind the scenes. They both know what it’s like to rise up through the industry despite its barriers, and their commitment to and optimism surrounding future generations of workers is unmatched. They are both wonderful people and dedicated to helping to build a better landscape for the industry.