Managing director, CSL

What was your first job in retailing?

CSL, I was born into it. It was something I had been involved in from a very young age. Having chosen a career in IT and being a trained systems analyst, I moved into CSL for a more exciting career path where I could use my skills directly.

Which retail company do you admire most and why?

That’s easy, Apple. I love the experience-driven approach and the fantastic benefit-driven marketing.

Who have you learnt most from in your retail career?

It’s not who, it’s what. I love theme parks and hotels, and the theatre of the experience, from being welcomed at the door to exciting ways to queue.

What is the trait you least like in yourself and why?

I’m often fast and spurious. Exciting ideas often distract me from my main aims.

What advice would you give someone starting out in retail?

See it as the customer and speak to real customers. Sometimes it’s hard to see what to do, but they certainly know best. Give them what they want, not what you want.

What keeps you awake at night?

All the little things. I want to do everything right now and can never cover it all.

What’s the most satisfying part of your job?

I love the customer feedback when it’s good and represents our goals as an organisation. It’s magical to hear customers use our own language.

What’s your proudest achievement?

After my children, CSL. I live, eat and sleep it and I’m proud to watch the company and its people grow.

What job would you have done if you hadn’t become a retailer?

I would have been in IT, but I’m not sure doing what.

What’s your favourite shop and why?

Again, that’s easy: the Apple store. Retailing without pressure and with fun. It’s fantastic and easy.

What was your last purchase?

An iPhone 4S; you can ask it for things and it does them.

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