Interim General Manager Laura Dyer has enjoyed a busy but fruitful start to life in her new role, taking up the GM job two months ago with Watford Women looking to achieve promotion from the FA Women’s National League Southern Premier Division.

Dyer, also Assistant Coach to Damon Lathrope, now oversees off-pitch operations of the women’s side alongside her on-pitch duties, and is looking to “build on the foundations” set by predecessors, including last season’s GM Amber Wildgust.

Explaining her day-to-day responsibilities, Dyer said she is looking to grow the presence of the team in the community and from a commercial standpoint.

“I’ve really enjoyed it,” Dyer began. “I came in around mid-September, and seeing how they’ve progressed and the results we’ve been getting, it’s been great to pick up the role and try to build on the foundations that have been set. I help as much as I can to make sure the support off the pitch is as good as what I can give on the pitch.

“It’s about matchday logistics; whether it’s home or away I’m making sure the squad knows what they’re doing and everything is in place. We’re starting to build partnerships and working with local schools as well. Myself, Helen [Ward] and Damon [Lathrope] have been in for assemblies and showing what Watford Women are all about, doing football sessions and presentations.

“We’ve now got a partnership with Pixellot, to help record our games and live-stream away games.”

Having recently served as joint-Head Coach alongside Armand Kavaja at the back end of Watford’s Barclays Championship campaign, Dyer has taken up several vital roles in her time at the club, and is looking forward to growing as a coach and manager this term. A big part of her success is her family too, who hold a special place in her heart as she continues her football journey.

“I originally started with the Trust [Watford FC Community, Sports and Education Trust] in January 2017 as the Girls and Women Development Officer,” explained Dyer. “My role with Watford FC Women didn’t start until the year after, but during that first year with the Trust it was about building that relationship with Watford FC Women and making sure there was a pathway.

“I then became Development Team Assistant, and at the end of the season became Head Coach for a number of seasons. Last season I stepped up as assistant for the first team, went on to become joint-Head Coach in March [2022], and I’ve recently stepped back to Assistant Coach for the first team.

“It’s been a massive learning experience, I’ve been given challenges I wouldn’t normally be given, especially within the senior set-up.

“It’s a sense of pride for my family too. A big part of that was my grandad, but sadly in May 2020 he passed away. Every Sunday I’d give him a call and tell him how the game went. He was there when we won the County Cup, and saw me lift my first trophy as manager. It’s about making sure what I’m doing is making him and my family proud.”

Watford are currently second in the table, five points off first-placed Oxford United with two games in hand, and maintain a 100 per cent record at new ground Grosvenor Vale, where they have achieved comprehensive victories over the likes of Plymouth Argyle [5-1] and Fulham [7-1]. Dyer has been pleased with what she’s seen from the dugout, and believes the Golden Girls have momentum to continue their rich vein of form going into a busy run of home fixtures.

“It’s been superb,” continued Dyer. “At the start of pre-season we [the coaches] sat down and went through what we wanted to achieve and how, and it’s been a fantastic start. The players have really kicked on and grown together, there’s a nice togetherness in the group which gets the best out of players.

“The girls are giving everything they can, and we want to make sure we’re stepping up to the challenge and achieving our goal, which is to get promoted to the Championship.”

Working closely with the players in training and communicating daily to keep morale high, Dyer, with the help of Lathrope and fellow Assistant Coach Matt Bevans, has ensured that the mood is positive on and off the pitch.

“I think I’ve built up a good rapport with the squad. The relationships I’ve built with the players, I’m a supportive person and make sure I have the best interests of the player at heart,” Dyer said.

“The coaching staff are unbelievable. We’ve got a really good connection as staff and we all know what we want and need to do to ensure the girls are performing on the pitch. Myself and Damon have got a really good working relationship, and he’ll support me with the off-pitch stuff as much as I’ll support him with the on-pitch stuff.”

Promotion back to the Championship requires the Hornets to win their regional division and the subsequent play-off against the winners of the Northern Division. With Watford still competing in the Vitality Women’s FA Cup and FAWNL Cup, the sky is the limit for Dyer and the squad.

“I said it at the end of last season, we want to get back up to the Championship and that’s something that will always stick in the back of my mind,” added the General Manager.

“Off the pitch it’s about building on the fanbase we have because the supporters have been superb, they’re always with us, flying the flag and that’s what we want to continue to happen. We want to grow the fanbase here, make sure fans are enjoying the games here and cheering us all the way until we reach our goal.”

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