When we think of bid management, the first image that often comes to mind is a flurry of redlines, coffee-fueled late nights, and the race against a ticking deadline. But for Mel Bunston, the true magic of a winning bid doesn’t happen at the keyboard; it happens in the “bigger picture” strategy.
As we prepare for Optimize26, we sat down with Mel, an APMP UK Bid Excellence Award winner and a leader in strategic campaigns, to discuss her career journey, the impact of psychology on persuasive writing, and why the future of our industry depends on staying “distinctively human.”
From Criminal Psychology to Winning Bids
Mel’s path to the world of proposals wasn’t exactly linear. Armed with a degree in Psychology and Sociology and an initial ambition to research criminal behaviour, she found herself in a graduate sales role during a tight job market. It was there she discovered the role of a Bid Manager and realized that her background in psychology was a secret weapon for persuasive writing.
“I learned quickly that I could apply my psychology degree to persuasive writing,” Mel shares.
"But what kept me in bidding wasn’t just the writing. It was the pace, the drumbeat of the deadline, and the ability to build diverse teams quickly to solve complex problems."
The Defining Moment: Shifting from Delivery to Influence
For many, bid management is seen as a “delivery” function – getting the document out the door. Mel’s career shifted when she challenged that status quo. By introducing visual executive summaries, video components, and benefits-led tables, she moved beyond the “mechanics” of the bid to focus on how the story was being told to the customer.
This strategic pivot didn’t just win the contract; it earned her the APMP UK 2017 Bid Excellence Award.
“It was a moment when I realized my role wasn’t just about running the process,” she says. “It was about improving it and positioning ourselves to win. I’ve been passionate about questioning ‘the box’ to drive creativity ever since.”
The Human Element in an AI World
As AI begins to take over the routine tasks of research and initial drafting, Mel believes the most critical skills for today’s bid professionals are strategic thinking, creative differentiation, and deep human connection.
“Winning depends on people who can shape a compelling strategy and build trust,” Mel explains. “The professionals who thrive will be those who stay confidently, insightfully, and distinctively human.”
This philosophy extends to her leadership style. Having overcome professional challenges with unsupportive environments in the past, Mel is a fierce advocate for psychological safety and women championing other women in the workplace. For her, a winning team is one where everyone feels safe to speak up and push their boundaries.
Lessons from the Losses
Not every win comes with a trophy. Some of the most valuable lessons come from the proposals that didn’t cross the finish line. Mel recalls a key lesson in “knowing the customer” – specifically, identifying whether a customer genuinely wants your solution or is simply using you to “make up the numbers” in a competitive process.
“It taught me to recognize early signals about customer intent,” she says.
"Now, I conserve energy for the opportunities where we are truly valued and have a real chance of winning."
Advice for the Next Generation
For those just starting their journey in bids and proposals, Mel’s advice is simple: Put the work in and stay curious.
- Learn the craft: Master the basics before you try to reinvent them.
- Speak up early: Your perspective matters more than you think.
- Find your advocates: Seek out mentors and create a safe space to make mistakes.
- Get uncomfortable: “Push yourself beyond your comfort zone,” Mel advises, “because that’s where real confidence and capability are built.”
Catch Mel at Optimize26: The Global Bid Conference
At Optimize26, Mel will be diving deeper into how bid professionals can elevate their roles from delivery to strategic influence.
Mel will be speaking on day three of Optimize26, live in London, UK. This event is designed specifically for the people who live and breathe bids, proposals, capture, and contracts.
Best of all? It’s completely free.
- When: 16th April | 8:30 AM – 4:00 PM GMT
- Where: 10 St Bride ST, London EC4A 4AD, United Kingdom
Just like her favorite band, Pink Floyd, Mel believes in the power of combining creativity with structure to create something powerful. “Every element should contribute to a bigger story,” she says.
We can’t wait to hear her share more of that story on stage. See you there!
