Grace Williams: Director of Football at Newcastle United Women
Grace Williams has emerged as one of the most influential administrators in women’s football in the United Kingdom. From her beginnings in sports development to her current role as Director of Football (Women’s) at Newcastle United Football Club, her career illustrates dedication, vision, and the growing professionalism of the women’s game. With experience across several leading clubs and associations, Grace Williams has established herself as a trusted leader capable of driving growth both on and off the pitch.
Early Life and Education
Grace Williams pursued her passion for sport academically before stepping into professional football management. She attended Bournemouth University, where she studied Sports Development and Coaching Science between 2012 and 2016. Graduating with a 2:1, she laid the foundation for a career that would blend her academic understanding of sports structures with practical management expertise. Her education provided her with the knowledge of coaching, sports science, and organisational management, all of which became vital tools in her professional journey.
Professional Career Journey
Early Roles and Entry into Football
Before stepping into senior football roles, Grace Williams gained valuable professional experience outside of sport. She worked in London at H2 Clubs, first as a Marketing Coordinator and later as an Assistant Manager. These roles, from 2017 to 2018, sharpened her organisational and leadership skills in a fast-paced environment.
Her transition into football came in late 2018, when she became General Manager of Watford Women. This marked the beginning of her journey into women’s football administration, a sector that was rapidly developing as the women’s game attracted more attention and investment.
Watford Football Club (2018 – 2021)
At Watford Football Club, Grace Williams played a pivotal role in overseeing operations for the women’s team. She led during a crucial period when women’s football was gaining momentum in England. Her management contributed to Watford securing promotion to the Women’s Championship during the 2020/21 season. The role not only showcased her ability to manage a competitive football environment but also established her reputation for achieving results through strategic planning and operational efficiency.
Football Association of Wales (2021)
In 2021, Grace Williams briefly joined the Football Association of Wales as Women’s League and Club Development Manager. Though this was a fixed-term role, it carried significant responsibility. She supported the restructuring of the women’s football pyramid in Wales, working on league development and club progression. This position gave her insight into football governance and policy development, complementing her club experience.
Bristol City Football Club (2021 – 2023)
Following her time in Wales, Williams moved to Bristol City Football Club as Women’s General Manager. Here she helped reshape the club’s operations, focusing on building a stronger structure for women’s football. Her leadership coincided with Bristol City’s successful campaign to earn promotion back into the Women’s Super League (WSL), cementing her reputation as a leader who drives teams forward both on and off the pitch.
Crystal Palace Football Club (2023 – 2025)
In June 2023, Grace Williams became Head of Women’s Football at Crystal Palace. This was a period of major achievement, as under her management Crystal Palace Women achieved promotion to the Women’s Super League for the first time in their history. Beyond results on the pitch, she worked to strengthen operational structures, improve player pathways, and grow the club’s profile in women’s football. Her two years at the club demonstrated her ability to deliver both competitive success and sustainable growth.
Newcastle United Football Club (2025 – Present)
In August 2025, Grace Williams was appointed as Director of Football (Women’s) at Newcastle United. This role places her at the heart of one of the most ambitious projects in women’s football. Newcastle United Women have been rapidly developing, backed by strong investment and a clear vision for growth. Williams’ track record of success with Watford, Bristol City, and Crystal Palace made her an ideal candidate to guide Newcastle’s women’s side into its next phase.
Her responsibilities include overseeing all aspects of the women’s football operations — from recruitment and player development to long-term strategy and growth. Newcastle United have made clear their ambition to compete at the highest level, and Grace Williams is central to turning that ambition into reality.
Leadership Style and Achievements
Grace Williams is recognised for combining strategic vision with operational expertise. Across multiple clubs she has demonstrated an ability to deliver promotions, restructure football departments, and support sustainable growth.
Her leadership achievements include:
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Promotion with Watford Women to the Championship.
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Operational restructuring within the Football Association of Wales.
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Promotion with Bristol City Women back into the WSL.
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Historic promotion with Crystal Palace Women into the WSL.
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Appointment to a senior leadership role at Newcastle United, one of the most ambitious clubs in the country.
These achievements reflect her consistency and her ability to adapt to the unique challenges of different clubs and organisations.
Contribution to Women’s Football
Grace Williams’ career reflects the rapid professionalisation of women’s football in the UK. By holding senior roles across multiple clubs and contributing to governance at the Football Association of Wales, she has been part of the wider effort to raise standards and visibility in the game.
Her work emphasises:
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Sustainability: Building club structures that last beyond short-term success.
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Pathways for players: Ensuring young talent has opportunities to progress.
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Growth of the women’s game: Helping clubs adapt to the demands of professional women’s football.
Conclusion
Grace Williams is a dynamic and forward-thinking leader in British football. With a career spanning Watford, Bristol City, Crystal Palace, and now Newcastle United, she has built a reputation for delivering success while laying strong foundations for the future. Her appointment as Director of Football (Women’s) at Newcastle United marks the next chapter in her journey, one that promises to shape not just the club but the future of women’s football in the region.
At a time when the women’s game is rapidly evolving, Grace Williams stands out as a key figure driving its professional growth.
