I grew up in Weymouth with six brothers and sisters. Since many of us and my father had disabilities, I left school at the age of fifteen to help my family. At thirteen I started working cleaning ferries.
Be brave
Looking back it seems very young, but I was always ambitious and wanted a better life. She dreamed of owning a bridal boutique, becoming a florist, chiropractor and even a lawyer; Everything I followed before I realized it wasn't for me. I learned that being brave, following your heart and trying new things is not a direct path to success. But even if things don't go as planned, that's okay. In fact, these three lessons drove me to create I Love It , my latest project aimed at empowering people to do more of what they love.
Construction experience
At the age of 23, I discovered marketing and joined Omnicom as a team assistant. I had little experience, but my work ethic, desire to help others, and a little common sense allowed me to be successful. At 29, I rose to become marketing director and then CEO of DRUM, a content and social media company. At 33, I was CEO and grew the team from 12 to 75 people, clients included PlayStation, HP and John Lewis. I was also appointed to the board of Omnicom Media Group, which has a turnover of £1.2 billion.
In 2016 I took on my dream role at notonthehighstreet.com. They were my customers when I was at DRUM and I loved their mission to support independent businesses. I started as a sales manager and partner, then as a sales and marketing manager (CCMO) and later as acting CEO. During this time, I helped transform the loss-making company into a company with record growth and profits, resulting in a successful sale.
Be resilient
Helping 5,000 small businesses turn their passions into careers was a gift in itself. But it wasn't without difficulties. During my time there, we had four different CEOs, three reorganizations, layoffs that I had to manage, constant technical issues, and then COVID hit. The government predicted that 60% of small businesses would go bankrupt and many thought we were in danger too. I even reviewed org charts that excluded me from the company. But they were wrong: it was actually their time to shine.
In a world where people couldn't visit or simply hug their loved ones, we implemented a strategy that proves it's worth thinking about: reinventing our product offering and being a true champion of small businesses in the areas of advertising and become media. It worked and not only did we help save thousands of businesses, they thrived and we became the true home for thoughtful and generous living.
Embrace diversity
While helping to lead sales at notonthehighstreet, I became interested in how purpose-driven businesses are funded and supported. This led me to True, a venture capital/private equity and innovation firm focused on positive, forward-thinking retail.
I was probably the only person at True without a college degree, let alone banking experience. My non-traditional path to CEO instilled in me a passion for social mobility. I believe that everyone deserves a chance, no matter where they come from or what training they have received. In fact, I believe that the "school of life" often shapes successful people in the most meaningful ways. When you have practical experience and interests and then apply them to your business, you can put yourself in your customer's shoes and bring a unique and powerful perspective.
I love
As I reflected on my experiences in e-commerce, I wanted to build a better future for retail focused on purpose and community. I am convinced that companies can do better and use AI intelligently. This is Everything That Inspired Me , our new social commerce app that rewards everyday people with influencer-level commissions for their authentic recommendations. Huge companies benefit from people's passion every day, but most get nothing in return. I love that this is changing by offering a marketplace focused on what you love, run by people you trust, and where everyone wins together.
I love it, it combines three things I care about: buying better, democratizing wealth and following your heart. It gives everyday people a platform to share real recommendations, reduce returns, and help others find products they truly love: less waste, more joy. The best part is that it opens up a new revenue stream for something people already do for free: sharing their recommendations. And ultimately, it is money that people can reinvest in their passions.
Work-life balance
Outside of work, I am a wife and mother of two wonderful children, ages 12 and 9. I love chocolate, I have too many clothes (even though they make me happy), I'm an executive coach to senior executives and a trustee of Future Dreams, a breast cancer charity that funds life-saving research and supports those affected. for breast cancer in the UK.
I now live by the sea and have found the peace and quiet I need after a strenuous day. At this point I love escaping to shows like Ted Lasso, who is also my unofficial mentor in life!
My story is one of perseverance and social mobility. If I can inspire other women or anyone moving up or starting their own business, this is my advice:
Be More Ted Lasso: Growing a business or excelling at work is hard, but doing it with kindness means you go to bed every night knowing that you have been a good person to others along the way are. And the world needs more kindness. Always.
Every week, ask yourself how brave you were . Time passes quickly and if you're not careful, routine takes over. Be brave and you will be surprised at what you can achieve.
Don't worry if things don't go as planned . Setbacks are inevitable, but what matters is how you recover. You will have good days and bad days - just aim for more good than bad and learn from both.
Good luck! And if all else fails, here's a quote from Ted Lasso: "Just listen to your instincts and consult your heart when you go to your instincts." Between those two, they will tell you what's happening.
If you would like to sign up or join the i love it beta, please email ella@iloveit.com or visit iloveit.com.
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