Laura Doonin

Director, Sales & Marketing, at Moustache Republic

Tell us about where you work and what you do there.

I am Director of Sales and Marketing over at Moustache Republic, a digital commerce agency. I’ve seen retail from many commercial angles — as a retailer, a technology partner, and now as a go-to in the APAC region helping solving problems big and small for brands and retailers.

How would you describe yourself?

I often describe myself as a Scottish (not Irish), business-loving yogi. Since my university days, I have been teaching yoga, cycle and body pump — I still do so now. I believe this has been fundamental to having a healthy, balanced life. I care a lot about ethical and sustainable business practices and in 2022, I want to do better in this area — talk about it, work with aligned businesses, and set goals to hold myself accountable. I am a new mum to a beautiful baby girl, Sienna, who I am sure will feature in a few Zoom meetings in the coming months.

What is your leadership style?

I think of myself more as a coach. I believe in setting objectives, trusting your people, being a motivator, and getting out of the way. I also like to have a giggle. True leaders don’t need to be called leaders, it’s more a vibe and the energy they exude.

I believe in setting objectives, trusting your people, and getting out of the way.

Laura Doonin

Director, Sales & Marketing, at Moustache Republic
Laura Doonin

What do you think has been your biggest professional success so far?

In 2019 I spoke at a Sydney TedX event on the topic, “Why male leaders should do group fitness classes.” This was a competitive event and I won the people’s choice award — this was pretty cool but the message is what matters. Equality cannot happen when women exclude men from the conversation. I am also super proud of Moustache Republic. I worked with Tony to scale the business from a small unknown NZ agency to a main player in APAC with a fantastic cohort of brand partners. The business has grown from 10 to 50 people.

What goals do you have for 2022?

I want to hold myself accountable to goals around ethical and sustainable business practices. I am currently working on a criteria to ensure alignment with any business or brand I work with.

What do you think is the next big trend in eCommerce?

AR and experiential tech — bridging the offline and online worlds with cool buying journeys.

Name an eCommerce brand you admire and why.

Zara – the website looks like a high-end fashion magazine, and it breaks the rules of best practice because when you are cool you make your own rules. I love the use of video, layout, and imagery.

What do you geek out over?

Technology stacks and cohesion.