Vicky Masters, Head of Service Smoke Free Solihull on not giving up, giving up.
When you meet Vicky Masters, there’s an immediate sense of warmth. Her manner is calm, approachable and open — qualities that have become hallmarks of her leadership as Head of Service for Smoke Free Solihull, part of ABL Health. For the past two decades, she has dedicated herself to helping people reclaim their lives from tobacco addiction and her passion for this work has only deepened with time.
“We’re here for the journey, however long it takes.”
A Career Built on Listening and Learning
Vicky’s journey with Smoke Free Solihull began in 2005, though her path into public health started earlier. After a degree in health psychology, she first worked in child psychology before joining the Smoke Free service as an administrator. From admin, she trained as a stop smoking practitioner, later becoming the Smoking in Pregnancy Lead, before stepping into management and eventually her current leadership role.
Each transition built on the last, but one thread remained constant — her belief in the life-changing impact of supporting people to stop smoking.
“It’s never just about smoking,” she explains. “Clients often have complex lives, and we’re in a position to support them more broadly too.” This holistic approach, recognising that addiction is tangled with many other challenges, continues to shape how she leads her team.
Discovering a Calling
Although Vicky didn’t realise it at the time, her passion for smoking cessation was seeded during her university years. Much of her coursework circled back to tobacco — from studying the way clinicians discussed smoking with patients to exploring resources available for pregnant women.
Once in her first job role, all the preparation of her student days was combined with hands-on practice.
“I learned that when you start a new role, you don’t always have all the skills straight away but you learn and develop alongside great colleagues,” she says.
Empowerment, Not Judgement
Central to Vicky’s philosophy is respect for the people who walk through Smoke Free Solihull’s doors. Although her role is now strategy focused, she still runs weekly clinics, ensuring she remains close to the frontline experience.
“From the very first meeting, it’s about making someone feel comfortable, respected, and not judged,” she insists.
This non-judgemental stance is no soft option — it is essential.
“Smoking is as addictive as heroin or cocaine,” Vicky explains. “If people feel judged, they won’t come back. But if they trust us, they will keep trying, even if they relapse. That’s not failure — it’s part of the journey.”
By encouraging clients to shape their own quit plans and decisions, Vicky and her team empower them to take ownership of their progress. It is, she says, “never one-size-fits-all” but always about tailoring support to the individual.
ABL’s Workplace Culture
That same spirit of openness and support extends into ABL’s own internal culture. Weekly team check-ins are deliberately informal in style, creating safe spaces to share what has gone well — and what could be improved.
“The culture is non-judgemental, supportive and client-focused,” she says. “That’s exactly the environment I want to work in.”
Defining Success
When asked what success looks like, Vicky resists a rigid definition. Traditional measures — such as the four- and twelve-week quit outcomes — remain important, but she believes services must evolve.
“Sometimes reducing smoking is a huge step for someone,” she explains. “It builds confidence and can lead to being completely smoke free later on.”
For her, success is about celebrating small wins as much as big milestones, recognising the complex realities clients face.
“It’s about walking alongside people and helping them make progress at their own pace.”
A Proud Moment
When asked about career highlights, Vicky recalls her work as the Smoking in Pregnancy Lead all those years ago. Initially, she faced reluctance and discomfort among midwives about raising the subject with their clients. But through regular training and open dialogue, she helped break down barriers.
“Over time, midwives felt more confident and started referring more women,” she remembers. “It made a huge difference not only to mothers and babies, but also to the midwives themselves.”
The ripple effect of that achievement still inspires her. “It felt like we’d created a shift — making smoking in pregnancy something that could be spoken about openly and acted upon.”
Looking Ahead
As 2030 approaches, with its national ambition for a smoke-free England, Vicky knows challenges lie ahead — not least the rise of vaping among young people and the increasingly complex lives of those who smoke. Yet she remains optimistic.
“If someone comes back to us after a relapse, the fact they feel they can come back and won’t be judged, that shows we got it right,” she says. “We’re here for the journey, however long it takes.”
In a field where progress can be slow and setbacks common, Vicky’s unwavering belief in people’s capacity to change is what shines through. It’s not about perfection, but persistence.
As she puts it with a smile, “Don’t give up giving up.”
