Deseri Kelley: The Most Influential Retail Leaders Driving the Future of Commerce, 2025 | CIO Views

Deseri Kelley

Leadership at the Heart of Commerce Transformation

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Asweenteraphaseofrapiddigitalacceleration,retailleadershiphas emerged as a potent agent of change. The leaders in retail today are not simply running a store or supply chain; they are reshaping how consumers engage with brands and experience. They look beyond mere transactions and integrate technology, sustainability, and personalization as key components of modern retail. They are also paving the way toward new ways of thinking by embracing innovation without sacrificing customer trust. By enhancing flexibility and inclusion, they are expanding the definition of "competitive advantage" along with value creation. They are exceptional in the sense that they notice shifts in consumer behavior before those behaviors become mainstream. By combining strategic foresight with operational excellence, they are building ecosystems that underpin the reshape of the traditional retail model. The future marketplace will not just be made up of products, but from the many impactsmadebythosewholedwithpurpose.

AtCIOViews,wehonortheseempoweringleadersbydedicatingthis issue titled “The Most Influential Retail Leaders Driving the Future of Commerce, 2025” to them. Featuring as the cover story, we have covered the successful & motivating journey of Deseri Kelley, Owner of DESERI. We have also included the inspiring stories of Mary Ahrens, Founder and CEO of Hair4Good; Bogdan Dumitrescu, CEO of HTSS; Dagmar Symes, GM at Hill Robinson Project Management Saudi Arabia; and Rowan Hodge, CEO of Andersens.

CIO Views is a business magazine that mainly focuses on business leaders,theirjourney,viewsoncurrenteconomicstates,andallother relevant subjects that refer to the business world. Our goal is to be a leadingsourceofinformationdedicatedtoprovidingourreaderswith detailed perspectives and views of successful business leaders who aretransformingthebusinessoutlookandredefiningtheirgoals.With exclusive editions on various industries like software, education, healthcare, technology, real estate, and many more, CIO Views is driventopromoteexcellenceintheworldofbusiness.

HappyReading!

Bogdan

Dagmar Symes

Rowan Hodge

Deseri Kelley

I want my pieces to be a mirror, a mirror is the ultimate form of communication. When you look at that mirror, you see yourself.

brands are born from a dream. They are someone's vision to give the world a taste of something unique. Something that people instantly fall in love with. DESERI, a brand offering a premium line of signature handbags, is such a creation. It was born from Deseri Kelley's desire to craft something timeless. For her, DESERI handbags are more than accessories. They help her build a lasting emotional connection with her expanding community of customers. Also, by making luxury affordable, Deseri is empowering every woman to step out with confidence and elegance.

Owning a Niche in the World of Elegance and Premium Style

In a short time, DESERI's luxury handbags have carved out their own niche in the world of elegance and premium style. Deseri's educational background has played a pivotal role in building this successful brand from scratch. Her experience in the education field made her acutely aware of people's deep craving for connection and meaning. Deseri wanted to translate that into fashion. According to her, she wanted to design handbags that inspire selfexpression and empowerment, not just accessorize a look.

“I wanted to create pieces that not only complement a person's style but also reflect their story, confidence, and individuality,” Deseri says. She also points out that the mirror philosophy is at the heart of DESERI.

Deseri ensures that each design is intentionally crafted to reflect the person who carries it. It celebrates their strength, beauty, and

individuality as well. The brand DESERI can be defined by intention, emotion, and artistry.

“Every detail, from the craftsmanship to the feeling a customer has when they hold a bag, is an extension of that vision,” Deseri points out. “DESERI isn't just about owning something beautiful -- it's about seeing yourself reflected in it.”

As the owner of DESERI, Deseri is most proud of the emotional connection her brand has created with its audience. For her, it is a success when a customer tells her that carrying a DESERI bag makes them feel confident or seen. She points out that it is proof that design can move beyond aesthetics and become something personal.

“Every collaboration and brand experience that celebrates artistry and authenticity reinforces DESERI's purpose,” Deseri says. “We're building something that resonates deeply, not just visually.”

ARemarkable Career's Defining Moment

Deseri has seen both triumphs and challenges that come with running a business. She has overcome every challenge through resilience, determination, and purpose. “Resilience isn't built during comfort,” she points out. “It is formed when vision meets resistance.”

She encountered her most defining moment during a season of production and supply chain challenges that disrupted launch timelines. “Rather than allowing frustration to take over,” Deseri recalls, “I chose to see those moments as opportunities to innovate, refine DESERI's systems, strengthen partnerships, and elevate communication at every level.”

Such experiences have strengthened her belief in creativity, collaboration, and adaptability.According to her, they also reminded her that every challenge carries within it the chance

to build something even more refined and intentional than before. “And it is not about getting through the disruption,” she adds. “It is about evolving through it.”

Making Customers Feel Seen and Valued

Integrity, empathy, kindness, and excellence guide everything Deseri does. Those values also shape how DESERI communicates, designs, and builds relationships. “Kindness, especially, is something I lead with,” Deseri points out. “It sets the tone for how we treat one another internally and how our customers experience the brand.”

Deseri's goal has always been to ensure that customers feel seen and valued. She wants every interaction with them to feel personal rather than transactional. She points out that whether through a purchase or a simple conversation, each exchange should carry sincerity, warmth, and purpose. “That is how luxury can become an emotion,” Deseri says. “We make sure that people genuinely feel our kindness and intention.”

Staying Inspired and Leading with Transparency

“Inspiration lives in the details and in the things most people overlook,” Deseri points out. In order to succeed

in the luxury brand space, a leader needs to stay continuously inspired. “Curiosity keeps me inspired,” Deseri says. She is always learning, listening, and evolving.

Art, architecture, and travel also fuel her creativity. In addition to that, conversations with people to understand how they think, what they value, and what inspires them keep her in a creative frame of mind.

One reason for Deseri's spectacular success is her transparent and collaborative way of leading. She makes sure that everyone understands not only their goals but also the heart behind them. “DESERI's culture

Inspiration lives in the details and in the things most people overlook.

thrives when every person feels invested in the story we're telling,” she points out.

“Leading by example is key to motivating others,” Deseri underscores. “And showing consistency, respect, and creativity

builds alignment far better than words alone.”

Balancing Innovation with Authenticity

Awave of digital innovation has accelerated retail space's evolution

like never before. That has placed greater responsibility on leaders overseeing companies operating in this space. Today, according to Deseri, true leadership in retail means balancing innovation with authenticity.

Although technology is transforming how people connect with brands, the retail industry continues to remain rooted in human experience, she points out. She believes that great leadership embraces progress without losing touch with that emotional core.

For Deseri and her team, digital transformation does not mean automation. They see it as something that facilitates connection. “Every online interaction, visual, and message is designed to extend the same warmth and intentionality our clients experience in person,” Deseri says. “The goal is to lead with purpose, not just presence.” She hopes to see technology amplifying emotions instead of replacing them.

Sustainability and Social Responsibility

For DESERI, sustainability begins with design intention. “We intend to create pieces meant to last,” Deseri says. She also highlights that true luxury is mindful, not disposable.

So, they focus on quality craftsmanship, ethical sourcing, and thoughtful production that honors both the artisan and the customer.And Deseri points out that representation is a key aspect of social responsibility. “We ensure that the diversity of our community is reflected in our imagery, storytelling, and brand voice,” she adds.

Contributing to the Future of Retail

Deseri notes that the future of retail will be experience-driven. “People don't just buy a product anymore,” she says. “They buy how it makes them feel.”

So, under her leadership, DESERI's focus is to create immersive, personal, and meaningful experiences that blend design, technology, and storytelling. “Our upcoming boutique activations and curated brand collaborations embody this vision,” Deseri informs, “where luxury feels intimate and human again.”

Focus Shifting Between Structure and Creativity

Deseri's days are never the same and she has no complaints about it. She sees this as part of the beauty of entrepreneurship. On some mornings, she has little time to spare, as production calls and strategic meetings fill her schedule. On other days, she dedicates her time to creative sessions, which involve sketching new designs and preparing for brand activations. “My focus shifts constantly between structure and creativity,” Deseri says. “Both are essential for DESERI's growth.”

She adds, “Leadership is the art of holding vision steady while allowing creativity to flow.” The balance between vision and creativity, according to her, comes from staying rooted in “Why I Started.” Whether reviewing materials or shaping longterm strategy, every decision Deseri makes reflects the brand's identity: purposeful, emotional, and refined.

Work-Life Balance

Deseri does not believe that work-life

balance requires separation. “It is about harmony,” she says.As an entrepreneur leading a growing brand, Deseri's schedule is demanding. Despite that, she always makes time for her family. “I make intentional time to unplug and be fully present with them,” she says. She considers her family her foundation and greatest source of strength. They also keep her grounded and inspired. “They are my greatest motivation as well,” she says.

“No matter how big the vision, my family will always come first,” she adds. “They are the reason behind every goal I pursue.”

Deseri's husband, Kevin Kelley, is an attorney and restaurateur. He is currently expanding the Kitchen + Kocktails by Kevin Kelley brand, which is one concept within Kevin Kelley Concepts. Deseri shares that her husband continues to inspire her with his drive and vision. They are parents to two sons, Kevin Kelley II, 20, and Kristian Kelley, 19, who both attend Princeton University and play soccer.According to Deseri, her sons remind her daily of the power of discipline, focus, and faith.

When she feels exhausted from dealing with challenges and setbacks, she turns to creativity to restore her energy and enthusiasm. Deseri often steps away from the business to travel, explore art, or simply take quiet moments. She says that those pauses often lead to her best ideas. “I have learned that rest isn't a pause in productivity,” she adds. “It is part of sustainable leadership.”

Advice forAspiring Retail Entrepreneurs

Deseri believes that luxury cannot be rushed. It is the result of patience,

passion, and purpose. So, her first piece of advice for aspiring retail entrepreneurs is: “Start with authenticity.” She encourages them to build something that reflects who they are and what they believe in. However, Deseri warns against chasing trends. “Instead, you must focus on creating meaning,” she says.

She also advises aspiring retail entrepreneurs to align every decision with their brand's values and longterm vision. “And you need to understand that real growth takes time,” she adds. “Every challenge is an opportunity to refine your purpose and leadership.”

The Legacy!

“Legacy isn't what you leave behind,” Deseri points out. “It's what continues to reflect who you were.”

Deseri hopes to see DESERI grow into more than a brand. She wants it to be a symbol of empowerment, intention, and beauty with meaning. “I want people to remember that DESERI made them feel something,” she says, “that it reflected in who they are and inspired them to express that boldly.”

And, as a leader, Deseri hopes to be remembered for “building something that blended elegance with authenticity” and “creating a brand that didn't just design luxury handbags, but defined them through connection and purpose.”

“Legacy isn’t what you leave behind, it’s what continues to reflect who you were.”

Mary Ahrens Founder & CEO, Hair4Good

Good Hair And A Great Heart

Mary D.Ahrens, Founder and CEO of Hair4Good, defines success as love and happiness. Happiness in all facets of life - professional, personal and spiritual. She considers herself extremely fortunate in life that so many people, personally and professionally, have supported her and shared their knowledge, goodwill, respect and kindness. She agrees that it is only fitting to pay it forward and do the same for others. To this end, she started a philanthropic haircare online boutique.

The Haircare Market

Mary's inspiration to get into the haircare market came from 27 years of experience. She has a wealth of knowledge and experience in an industry that she absolutely loves. Over the years, she has built many friendships in this industry. These connections aid her in running her business.

She has been recognized as one of the 10 Leading businesswomen for 2020 by Exeleon magazine. She has been included in Marquis Who's Who and recognized for Leadership in Philanthropy.

Concentrate On The Positive

Mary acknowledges that she has faced several roadblocks, setbacks and obstacles in her professional journey. Notwithstanding, she prefers to ignore the negative, refusing to dwell on it. Rather, she chooses to look on the positive side and make the most of it. She confesses that she has made many mistakes along the way rather than of focusing on the mistakes, she focus on lessons learned. She recognizes that challenges make us who we are today. They are just one aspect of our personal journey. Challenges open up a world of knowledge and new experiences.

Through all her experiences, she decidedly maintains a positive attitude. She considers herself as a Happ-a-mistic person, that is, happy and optimistic.

AHair Company WithAHeart

Hair4Good is a female-owned, philanthropic, entrepreneurial hair accessory company based in Wilton, CT. They provide the highest quality stylish haircare accessories. They supply a wide choice of brushes, combs, scrunchies, bows, jaw clips, pins, clips and many other accessories - their selection is extensive. These innovative and beautiful hair accessories and styling tools, featuring many unique items.

Hair4Good donates 50% of their profits to children's charities and reinvest the remaining profit is reinvested back into the company to build the business. Their goal is to help make life a little easier for children in need. Their corporate

charities include St. Jude Children's Research Hospital,Autism Speaks, Lifting Up Westchester, Circle of Care and Make a Wish Foundation.

Through Hair4Good, Mary hopes that their products will add beauty to our lives and the lives of children in need.

ASales Career

Mary started her sales career at the age of 20. She was not even old enough to rent a car. She vividly remembers her first sales call. making a call onAmerica's largest retailer. Her heart was pounding and to say that she was scared out of her mind would be an understatement, but to her surprise, after meeting with

one if the kindest gentleman she ever called, she wrote her first milliondollar order. This was an exhilarating experience that proved the power of positive thinking. She considers herself fortunate because throughout her tenure she got to call many incredible people. This experience with her first sales call was the springboard that launched her career in sales. It kindled a love for sales, and she will forever be grateful for this opportunity.

Work hard, play hard, family first

Hair4Good's focus is on honesty, transparency, fairness, collaboration, work ethic and kindness. They ensure a culture of integrity and innovation in the company by

reminding and encouraging everyone to express opinions and share ideas. This is fundamental to their philosophy. They are a very lean machine, and everyone has a share in the company's success.

The core values of Hair4Good are philanthropy, product quality and innovation and professional integrity. They foster an environment where everyone plays a role in their success. Every member is passionate about their mission to help children in need. They work hard and invest long hours. Even so, maintaining a work-life balance is a priority for them. They continually remind each other of this priority. They are a 'work hard, play hard, family first' company.

Mary owes her success to the love and support of her lifelong soulmate Frank and their incredible son Daniel. She considers Frank and Daniel as her pillars of support and the best gift in life she could ever ask for. She testifies that they make things possible and are the source of inspiration for Hair4Good.

All work and no Play

Mary's life before Hair4Good was a devotion to work with extensive travel. For more than 20 years, she in corporate sales. She was the youngest corporate officer at her previous company and also one of the first few corporate female officers. In the sales industry, she managed every aspect including profit and loss management, budgets, long-term sales strategy, advertising, face-to-face customer sales call and top to top meetings.

She had an intense work schedule that kept her away from her family for extended periods of time. The biggest lesson learned from her career path is the importance of spending quality time with family and friends. Because her personal time was in such short supply, she learned to appreciate the simple joys of life. She finds herself extremely fortunate to have a loving and supportive family.

Entrepreneurial Efforts

As the CEO of Hair4Good, Mary is responsible for all facets of the business. Her typical workday consists of everything from product development, sourcing, legal, sales,

logistics and advertising.

Mary's plans for Hair4Good are to increase sales and generate an ongoing giving stream to their charities. They will continue to develop innovative and fashionforward product assortment categories. They will concentrate on growing sales and profits.

Her message to women in leadership is - "Embrace your mistakes and think of failure as a stepping-stone to your future success, and; always be kind."

A Tech Savvy Who is Striving for Betterment

With over twenty-five years' experience in the ICT field, managing ICT activities as an executive director, project leader, business and information systems analyst, programmer, network and systems administrator, Bogdan Dumitrescu's business experience has developed in areas such as the healthcare sector, production, distribution, and retail. He has been the CEO of HTSS for the past 12 years.

Bogdan worked for multinational companies in Spain, the United Kingdom, Austria, Holland, the Czech Republic, and other countries, managing activities and resources and overseeing complex operational IT & C environments. His responsibilities included overseeing activities and resources serving complex operational ICT environments, as well as being accountable for deadlines and budgets.

As per Bogdan, being the CEO of HTSS, with a diverse portfolio mainly focused on software development, is a real challenge and pleasure to work for. He says, "In my role, I am up to date with the product evolution, and due to the fact that I trust our products, I have become able to promote and sell them across our markets, trying to sustain in this way the colleagues from sales."

Every day has enough differentiators in Bogdan's work, and he is supported by a solid team of specialists that make up the HTSS board. The Chief Officers have the responsibilities for Human Resources, Transformation, Finance & Controlling, Sales & Commercial, Marketing, and Technical, Retail and Finance.

HTSS

HTSS is a Romanian firm that specialises in software development. HTSS, which was

founded in 2012 and focuses on innovation, has swiftly grown its client base. More than 1,000 clients, SMEs, and businesses from various spheres of operation, such as healthcare and retail, as well as logistics and finance, employ its services and solutions. The largest shares of revenue are represented by the development and implementation of software solutions dedicated to the healthcare and retail industries.

"For our company, being agile is the optimal choice in the context of digitalization and changes in the legal framework in the industries where we are present (like healthcare, utilities, banks, etc.)," says Bogdan.

HTSS experts always stay up to date on the latest breakthroughs in technology and medicine in order to create software solutions that are suited to the needs of its partners. The company's solutions are

CEO, HTSS

intended to assist clients in achieving their business objectives as well as provide their patients with the care they require.

HTSS has a department dedicated to product research and development that uses machine learning and artificial intelligence to assist clients in making the best business decisions.

Principals of Success

Bogdan thinks success is generated by attitude, good understanding of the stakeholders' needs, actions and deeds. For sure, most of the time, it is also about perseverance and consistency. He asserts, "The success of the company I am working for is a consequence of the value we are creating for our customers through the desired software solutions they

need." He also Continuous learning and adaptability are required in all this process to achieve success and from his personal point of view, following a few principles was helpful:

Ÿ Think positive

Ÿ Continuous improve my technical and soft skills

Ÿ Assume the risks arise and be prepared to manage them

Ÿ Be able to manage your time in the most optimized manner

Ÿ Be proactive and take initiative

Ÿ Take care of yourself

Love for New Technologies

Bogdan enjoys technology, and in order to stay current, he tries to keep up with the most significant advancements in this field. He is

interested in electronics, automation, and programming. He has been programming since he was a child. He says, "I knew somehow what my career-path would be."

Now, after almost 25 years of experience in ICT, Bogdan still feels amazed at how fast technology is advancing and how this is changing the entire world through digitization. "I was acting in the customer teams and now I changed to the technology providers, having learned a few lessons throughout my life," he says.

ICT, in Bogdan's opinion, is about more than just technology. It's also about collaborating with others to create something valuable (a technology product or software) for someone else in the market. It's also about being innovative, working in

teams, utilizing technology, experimenting, and adapting to become one of the top alternatives in the market.

Constant Learning Makes Growth Possible

It was critical for Bogdan to gain as much experience as possible when he first started his profession. He should learn from his peers as well as his professors. Try to be honest and, on the other hand, be prepared to take responsibility. "Wasn't always easy and was putting me in discomfort a lot of the time," he recalls. He further adds, "No matter what you are doing, you will not know everything, so it is reasonable to stay humble, show your abilities when is needed, and be ready to share your experiences and work with others."

"People in our world are better and better connected," says Bogdan. "Therefore, we shall socialise and be prepared to adopt the new technology for doing this. Human relationships are very important in a more and more digitalized world."

In HTSS, Bogdan was always near his colleagues when they had to launch a new solution, a new activity, respond to a new challenge, or build something new. In all these activities, for Bogdan, the one constant is: "I have the chance to work with a team of real professionals and a team of technically creative people."

Bogdan has been a part of the HTSS company transformation for all of these years, and he has grown professionally with his colleagues. He and his team have been able to transform the entire organization they work for into an agile and productcentric company with over 400

employees and the ambition to grow to 600 in the next 2-3 years.

"At the end, we are all proud of our results, and for me, that is a great achievement and recognition," says Bogdan.

Bogdan wants to see the HTSS team reach its full potential by ensuring that his coworkers have a career path that suits their goals. The corporation runs an IT academy, which it uses mostly for internal purposes to develop its workforce.

Integrated System Solutions

HTSS is developing an integrated ecosystem of healthcare software solutions that will be ready to adapt to the industry's requirements and problems. The team is always learning from its partners' experiences and is up to date on the newest software development trends. HTSS is more than simply another ICT firm; it has a thorough grasp of the healthcare system's activities and operations.

"With our products, we aim to simplify the work processes of healthcare providers and improve the services they offer," says Bogdan.

Appreciating Personal and Professional Lives

Bogdan sees work-life-balance as an extremely debated concept, especially in these times of crisis and when working partially from home. He personally sees that the two environments cannot be separated, they are a whole. He says, "You have to take care to be happy some hours working and remain happy going home to your family." He also believes that it is extremely important to enjoy what you are doing, to feel that you are learning new things and growing with every task you do. He asserts, "All of us, certainly need time for our inner selves, and the way we divide it keeps our personal and professional lives in balance."

HTSS has come to the rescue of employees and implemented a flexible schedule that involves the distribution of 8 hours of work according to a discretionary model.

Planning to Deliver Cloud and SaaS Solutions in Future

In Bogdan's 12 years in business, he and his firm have helped a wide spectrum of businesses by delivering high-quality services and software solutions more effectively and quickly than HTSS's competitors and they want to continue doing so. In the next few months, the firm also plans to work with numerous players in Northern Europe, where it has recognized substantial expansion prospects.

HTSS management has ambitious intentions to spend more on new solutions and significantly expand the company's international footprint, which should improve the company's market share.

HTSS already has clients in 11 Western and Central European nations, and the team hopes to

collaborate with a variety of players in Northern Europe in the future, where the firm sees genuine prospects for growth.

To achieve this aim, HTSS is putting a lot of effort into increasing its teams and providing high-quality training for its employees, so that the company can increase its presence in each new area it enters. "In this expansion, we are looking to deliver cloud and SaaS (software as a service) solutions," says Bogdan.

Lead with Passion and Curiosity

Bogdan finds it difficult to send a message to any other business leaders. He observes that each business and each company has its own life. "My way of doing this is to decompose the complex problems into smaller ones and tries to solve them one by one," says Bogdan. "Making experiments and learning from these,

adapting and working committed to achieving our strategic goals." Bogdan further adds that this is an exercise for the entire company and not for one person, no matter what their position may be inside the company. "Alignment is needed at all levels in the company, and all employees shall have clear objectives to be achieved in the short and long term view and then have a similar model to analyze their results."

Passion and curiosity, according to Bogdan, are essential for each new endeavor. He emphasizes the need for gathering and verifying knowledge from a variety of sources, asking questions, seeking advice, meeting as many new people as possible, and never ceasing to learn and accept responsibilities.

A Results-Oriented Inspirational Leader With An Empowerment Agenda

Women are shaking up hospitality like never before, bringing talent, ideas, and a can-do attitude to the sector in unprecedented times.

Dagmar Symes, General Manager of Hill Robinson Estates Saudia was the first female GM to serve at Lebanon's iconic Grand Dame Phoenicia Hotel since its inception in the 60's, after which she re-established theAnantara Al JabalAlAkhdar Hotel in Oman, as one of the prime luxury hotels worldwide, before growing her legacy in SaudiArabia. She now runs the most promising prestigious Estates platform that is continuously evolving in SaudiArabia.

Every leader has a unique definition of success. Tell us about your thoughts about success and why do you feel that?

Historically, success has usually been associated with power and money. I view success as multi-facetedintegrating achievements in all aspects of my life such as personal and professional ones along with community and family. I realized with

time that you can have it all, but not all at once.At different stages of your life, you will have different priorities and your definition of success can change. That is perfectly ok. Success is really about happiness, a feeling of contentment and balance. To wake up every morning with a good feeling and knowing that you are working in alignment with your “why” is a huge privilege. To motivate, inspire, engage and empower talent to create a meaningful impact. Being in a position of mentoring and uplifting others, helping the community, and how I can leverage my past accomplishments to support others achieve their own success.

Leading a company to success is not an easy road to take. What inspired you to take the step of faith? What led you into the luxury retail and hospitality industry?

As children, we have remarkable imaginary capabilities to see and hear what isn't there. We create fairytales from thin air, initiate full-fledged conversations amidst plastic dolls and stuffed animals, and decide with ease

which activity to embark upon next. Why not as adults? There is so much uncertainty when we step out on faith and venture into the unknown. Covid-19 has created an environment of extreme uncertainty and forces leaders to wrestle with challenges they've never come across before. Leading in times of great uncertainty grants you more opportunities to experiment and take risks than you might get in steadier times. Scouted for this exciting position in SaudiArabia, the prospect of a most intriguing undertaking in the set-up of a new company in KSA within the country's vision 2030 as Female Executive and Leader, was an obvious choice to consider. Project Management and diving into the new fast-developing KSAmarket to somewhat break grounds was a most stimulating component.

Hospitality was a choice by conviction with its limitless career opportunities across the globe and more importantly the joy to look after others. The rewarding sense of appreciation you get from those around you if you made someone's

Dagmar Symes

day is irreplacable. You need to be ready and love it.

The same applies to my career deviation into the retail business. I decisively assumed a sidestep in Senior Leadership positions in the luxury consumer goods industry to explore this field of service industry to expose horizons from a nonhospitality yet high-end service perspective.

Challenges make you stronger. What is your take on this? What were the roadblocks that taught you valuable lessons in your professional journey?

Challenges come hand in hand along the way of our personal and professional development. I have never been affected by the opinion of others. I developed my skills in a targeted manner and have always taken a sportsmanlike attitude towards all aspects of competition. I chose my companies carefully and have constantly undertaken conscious decisions to step out whenever I felt it is time to move on. Converting obstacles into opportunities and making things happen in the face of adversity is my general stance. Life is not comprehensive without any challenges that will to some extent, mold one's journey forward. Having been working within an international platform, spanning from Europe to the Middle East, various challenges of innumerable natures have presented themselves along the way. Living and working worldwide, you encounter diverse cultures, environments, and business norms.As a leader, you would need to not only blend into the business environment but most importantly find your own way of adapting to these intercultural differences whilst upholding your business values and ethics.

Tell us more about Hill Robinson Estate Management and its services.

Hill Robinson Yacht Management has established itself over a span of 20 years as a leading reputable Yacht Management player on the world stage. New business opportunities have emerged, including Private Aviation and Estate Management, as the client satisfaction rate from within the Yachting segment has been of such an outstanding nature that clients entrusted the company with additional assets such as private jets and helicopters with the latest addition to the portfolio, their private homes. Our local KSAentity has raised its mast as a newly established, most reliable, and reputable business partner for Private Estate Management business opportunities within the vastness of the Kingdom. Thus, we provide high-end, bespoke services, paired with creative and extraordinary solutions, a highly skilled and diverse workforce, and most importantly the highest degree of discretion and confidentiality.

How do you wish to influence a change in the generation as a woman in lead? What are your views about women's empowerment?

As younger professionals ascend the career ladder, traditional work norms are being challenged. The newly appointed talents increasingly value purpose, flexibility, and growth. This next generation is exceedingly dissimilar from the baby boomers or millennials. They long for contribution to a better world, which challenges leaders in dealing with volatility, uncertainty, complexity, and ambiguity. In other terms, I would like to see myself as an inspirational

leader and mentor in taking care of those who are under my responsibility.

As to female empowerment, the secret to women's empowerment is simply “women”. Despite the female workforce increasingly entering all business sectors, there is still more work to be done to change perceptions in ensuring gender equality for future generations.

The most promising way forward is for women that support each other in every sense of the way. We are the true solution by sharing accomplishments and ambitions, in order to shape the community's perceptions about women's ability to lead. Collectively, women have a greater impact.

The post-pandemic era has completely changed the core of our business and instead of promoting the gender discussion, I believe in the redefinition of the leadership model. The realization of gender equality and the strengthening of women are both considered crucial components for building a fair, inclusive, and prosperous work environment.

Tell us about your life before Hill Robinson Yacht Management.

Mother of two, I have lived and worked in Europe in a senior managerial capacity in the French boutique hotel industry and various “Luxury Hotels of the World” establishments before shifting to renowned brands and fashion labels, such as Bvlgari and Louis Vuitton. I have lived and worked in the Middle East since 2013 in Lebanon, Oman and now SaudiArabia. Laying the base for my career path at the Ecole Hoteliere de Lausanne, I fullheartedly committed to my career path and did not spare any efforts to fast track through the ranks. This

included also less desirable assignments and destinations that others might not have considered, always to do your very best with whatever level of responsibility. This approach has granted me rewarding exposure throughout my entire career. However, family is key, and being a good working mom is not about having it all together. It is about showing up, it takes courage and never stop trying to do your best. The realization of being both, a mom and pursuing your professional dreams simultaneously is a most fulfilling accomplishment.

Share with us the professional achievements that made you proud as a leader.

Over the past 20 years in all my leadership roles, I had the privilege to witness my team not only succeeding and advancing into leadership roles and pertaining successful careers but also celebrating together success on a larger scale.As the driving force, I aim to articulate a vision with courage, integrity, loyalty, empathy, and a clearly defined target. Teamwork is my highlighted strategy. I take pride in the accomplishments of those that help along the way. Hiring the right people to build a strong team and empower the team in full autonomy is my recipe for success. Past achievements were of a most diversified nature at all levels including career paths and professional recognitions from worldreputed reward organizations.

What are your responsibilities as the General Manager of Hill Robinson Yacht Management? Walk us through your regular day at work.Also, define yourself in one word.

In my current responsibility, I blend

business acumen and operational knowledge to drive our newly established business entity in the Kingdom. We are still in a somewhat set up phase and therefore not one day is similar to the other. Finding the right balance between local business practices, the client, and our European mother company, in alignment with our team performance is certainly my daily bread and butter. The journey is a rollercoaster and along the way, we not only explore the tremendous opportunities that lie within the fastdeveloping KSAmarket in parallel with Vision 2030 but more importantly create and establish our business entity with an extraordinary leadership team supported by a vast pool of local and international young talents. My one-word definition would lead me to .“Influence”

How do you maintain a balance in your personal and professional life? How do you keep your team and yourself, motivated to deliver the best services?

Values are the heart of every organization and capture collective motivational drivers. Our key pillars are values such as integrity, excellence, accountability, independence, authenticity, and passion. We live a culture of improvement and of genuine empowerment leading to finding creative and extraordinary solutions for our customers. The success of the company relies on our most valued asset, our team.

My personal leadership style is reflected in empowerment paired with a persistent positive empathetic attitude, open-door policy, and transparent communication. I view leading by example and an ethical and non-biased work environment as key elements to a successful, diverse, and

rewarding workplace that drives results, deepens our talent pool and retains talents from across the globe.

What are your plans for the future of Hill Robinson Yacht Management?Also, tell us about your personal goals as a leader. What is your message to aspiring women in lead?

Vision 2030 is a milestone that will alter not only the Kingdom but the Middle East as a region. The many projects currently being executed, in addition to the thousands in the pipeline, will make SaudiArabia not only the hub in the region but in the rest of the world. Hill Robinson is probing into expanding the Estate Management portfolio, triggering us into becoming the key player in the market.As to my personal goals, I am a true campaigner in supporting the female talents in the region, aiming to inspire and impact their lives as a whole and in the community. Considering the latest changes in society in the Kingdom, especially with regards to women's rights and therewith opportunities, women need professional mentorship and inspirational support to use the open doors as they widen up. I will further full-heartedly continue to work alongside the female workforce to inspire women across the globe to believe in their capabilities with full confidence. I would like to remind you that there is no one-size-fits-all approach to being a successful leader. We need to reshape conversations so that in the future there will be no female leaders. There will be just leaders.

Rowan Hodge CEO, Andersens

Improving Homes with Exceptional Services and Technology

Every little thing in the house is an important asset that contributes towards making it a home. People build an emotional connection with each little piece of furniture of their home that is a salient part of their everyday life.

Understanding this amazing feeling, JackAndersen founded a leading retail business offering floor coverings, blinds, shutters, and awnings, to enhance the value of life. With over 60 years' experience in the business and over 47 conveniently located stores,Andersens are the biggest retailers in QLD and Northern NSW.

From the moment you walk in the door, every step you take at Andersens is the right one. They are proud to be a customer centric company, taking the time to guide their customers through the entire process, helping them make the best decisions possible. Built on a solid foundation of three key principles; Integrity, Honesty and Respect, Andersens has achieved milestones in their journey of success. Their high standard of professional service and commitment has madeAndersens a household name and a preferred choice for floor coverings. In this

article, Rowan Hodge, the CEO of Andersens shares his journey with Andersens with us that highlights the challenges, growth, and success of the company.

The Inception ofAndersens

Andersens was founded over fifty years ago when a young man named JackAndersen was working in his father's furniture store in the small town of Gatton in Queensland. His father wanted to get out of selling floor coverings. Sensing an opportunity, Jack offered to take them on as his own business. Fifty years and fifty stores later, theAndersens franchise network is the legacy of this entrepreneurialism, and above all the importance of country town service as a retail differentiator. It was Jack's passion that grew a humble carpet business into a flourishing company that is known as the respected name in floor coverings throughout Queensland and Northern NSW.

Challenges are a part of every growing business, however for Andersens the story was different. Andersens has been remarkably resilient to economic cycles, recessions, fluctuations in currencies.

The basis of this long-term stability lies in the fact that, with the right training; selling and installing flooring is very simple, but incredibly difficult. The key is local franchise ownership. Nobody takes the same level of care as the owner of the business.Andersen knew the impact of franchising and leveraged this for the expansion and stability of the company. Thus, franchising enabled the company to thrive through the rocky patches.As JackAndersen was fond of saying, “the best franchisee treats the customer like she is their best friend's mum”. Gauging the benefits of franchising, Jack wisely established the business with an exceptional reputation.

The Distinctive Services of Andersens

Andersens is a full format floorcovering and window furnishings retailer, taking care of everything from free measure and quotation, to professional project management of even the most complex installation, including furniture removal, floor preparation and installation by trade qualified installers.AtAndersens they have a keen eye for design. They have the most extensive range, including

carpets of all styles, types and color tones, ceramic tiles, real timber, and laminate timber flooring, as well as cork and vinyl flooring products. With Queensland's biggest warehouse at their disposal, you can be sure you will get the product you want, when you want it.

For many yearsAndersens has enjoyed the title of the trusted name in floor coverings. Today this is reinforced by a unique 100-day peace of mind guarantee. This allows any customer 100 days to change their mind about even the color of the product purchased – even after being fully installed.Andersens is only able to offer this incredible offer because of the high level of care taken to help

their customers choose exactly the right product for their own home.At any point in time, over half of their network is enrolled in interior design courses to make sure their team members can best help their customers find a style that suits them.

This dedication to their customers means that they are always striving to be at the forefront of advances in flooring technology, innovations and market trends, which ensures that Andersens is able to offer their customers the best quality brands and the latest products in flooring. Not only that, but many of the products that can be found in their stores across Queensland and Northern New South Wales have been exclusively

developed forAndersens by Australia's leading flooring manufacturers. Their desire is to be a one-stop shop flooring retailer; stocking everything a person could possibly need for their home.

The Role of Technology

Andersens pioneeredAustralian flooring retailers in the launch in February 2020 of anAugmented reality showroom to enable their customers to viewAndersens products from the comfort of their own homes at their convenience.

The team ofAndersens understand that while this new launch will never replace the care and attention of great designers; technology will be

increasingly important in the industry. This is consistent with the wider retail trend playing out over the last 20+ years where the biggest gains will be:

•Linking franchisee (retail) and franchisor (wholesale) operations seamlessly in one ERP (a current project)

•LeveragingAI to develop optimized retail pricing tools

•Further pioneering augmented reality where it adds to the guest experience and lets their shoppers browse and shortlist from home

•Further developingAndersens' online rug store

•Leveraging a quality CRM to better manage the whole of lifecycle guest journey

“We are tremendously interested in innovation. But not just for the sake of innovating. It must be all about improving the customer experience. What we will resist is taking the tactile moment out of our business.”, says, Rowan. Customers will always want to browse, touch, and feel the products prior to placing an order. Andersens' technologies which enable this, rather than replace it, will be the ones which stand the test of time.

Leading the Team to Success

Rowan Hodge was fundamentally brought to theAndersens network as a franchise and retail expert. He comes with 25 years of experience in both fields. This positions him well, to steer the ship without ever losing sight of their primary stakeholders –their franchisees – nor the critical importance of the customer experience. “On this latter group, I often slip into my hospitality roots, and call them 'guests'. To my mind

this is a positive thing, for any strong retailer”, he shares.

Rowan is the President of the Australian RetailersAssociation. This helps him be actively engaged with the latest trends and issues in the retail sector. This is vitally important to making sureAndersens evolves, even as they remain steadfastly and deliberately rooted to their primary cultural differentiator – their country town origins.

Defining his role as the CEO of Andersens, Rowan says, “I am the servant of my franchisees and my shareholders, but what this often boils down to is that I am the chief innovation and culture officer.”

Rowans believes that if the culture is strong, aligned, and positive, changes and innovations will come more easily and will deliver the biggest return on investment. Today, Andersens is operating in an innovation rich environment. Hence, Rowan takes it on himself to lock the network onto positive innovations and to deliver them to continue the 50year success story ofAndersens for the next half century.

Rowan makes a constant effort to keep his team and himself motivated as he believes it is a very important factor for a successful business. He lists the main areas to stay motivated everyday”

•Measurement – measure everything that is important, track it, rank it and compare it often

•Rhythm – Take the things that can be measured and communicate on them and anything else topical to the business at regular intervals without fail. This lets everyone stay on precisely the same page,

while giving the business a predictable rather than chaotic drumbeat for communications, events, and key performance indicators

•Alignment – adopt a simple common language that is inclusive and bound to the data and communications of 1. and 2. above. In the case ofAndersens, it is all about country.

“If all else fails, and just because it's fun, I believe in the liberal use of competitions and incentives.”, Rowan adds.

Growth and Development for the Future

To date theAndersens network growth – 50 stores in 50 years – has been impressive without being fast. The greatest care has been taken to make sure the right franchise partners are chosen to fly the flag for the brand they all love. Their future will be defined by a period of more rapid expansion as they now seek to take this winning formula and replicate it in new territories to the South and West of their current footprint.

Andersens' present strategy is to color in the map inAustralia. Beyond that, they will remain courageous and opportunistic to be best placed to seize opportunities wherever they find them.At any such moments, alignment with their country town service culture will be the chief determining factor to make sure they stay strong, rather than just getting big.

SUCCESSJOURNEYSOF BUSINESSLEADERS