Tell us about your company and role.
frank body is a high-performance body care and skincare brand that’s found success in being, well, frank with our messaging, processes, and customers. Beginning as a bold coffee scrub, the personification of frank as a tongue-in-cheek, say-it-how-it-is individual meant the brand could talk directly to its consumers (frankfurts) without things feeling contrived or forced.
As the Global Head of Digital, I scrub up all digital and technological advancements ensuring the healthy operations of our tech stack and website while pushing us forward to maintain our position as a market leader. A marketer by trade, creative at heart, and a businesswoman with over 16 years in the game, my unique perspective and penchant for risks have shifted the needle on innovative moves within businesses.
How would you describe yourself?
The Melbournian in me loves good food and music. The mother in me loves peanut butter toast. And I aim to make whatever room I’m in as positive and joyful as it can be.
I advocate for women returning to their senior roles while still being attentive and amazing mums; the two can and should coexist. The balance can be challenging, but I love the busyness of running a successful department for a great business. As a leader, it’s important to me to be inclusive, approachable, people-focused, accountable, and honest.
When I’m not digital, I’m traveling somewhere tropical, bush walking or out with my girls.
What qualities does an innovator need to have?
Humans are notoriously bad at evaluating the merit of their own ideas. Opportunities are at the heart of entrepreneurship and innovation, without taking risks you may never foster change or innovation. I encourage my team to have the courage to throw out the rule book, and present a business case with the possibility of a win or fail with the new idea. Freeing creativity from bureaucratic constraints creates innovative ideas that can truly alter the pace of the business.
What has been your biggest professional success so far?
Working in a career that I am extremely passionate about — hence the 7 years at frank body so far. I am grateful to have always worked with colleagues (past and present) who have supported, encouraged, and persisted with me over the years. Because sometimes the risks flop.
What causes are you most passionate about?
Ending homelessness and food poverty are hugely important to me.
What do you think is the biggest challenge facing eCommerce brands?
Market noise and growing brand awareness. And for omnichannel brands, there’s the challenge of establishing coherence between your digital and retail stores. We’re constantly working hard to ensure consistency in the customer experience between both channels, globally.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
Cash is still king. I love any points program that transfers into dollar savings. Despite all of Qantas’ shortcomings, they have a great loyalty program. They do brand partnerships well and offer a unique experience with incentives. They are world-class at customer retention and they offer a consistent customer experience, even when flights are canceled or delayed.
What do you geek out over?
My circadian rhythm. As soon as the street lights come on, I am ready for bed wearing my fluffy night socks.
