Creating the Dyson difference

I joined Dyson in January 2024, excited by the opportunity to bring my retail expertise into a dynamic, innovative environment. With a background in the retail duty-free industry, I’ve learned how to build strong partnerships, navigate fast-paced environments, and drive growth through smart retail strategies. Dyson felt like the perfect next chapter: a place where I could keep growing, while making a real difference.

Today, I lead retail sales across department stores and duty-free channels. I’m constantly analysing performance, shaping sales strategies, working with store experts, and partnering with internal teams to bring our ideas to life. Whether it’s planning outposts or launching a pop-up, there’s always something exciting in motion.

What fuels me most is the people. I thrive on close communication and trust, and there’s nothing more rewarding than seeing our experts grow and succeed. Their energy, dedication, and passion inspire me every day—and drive me to do more, think smarter, and support them in every way I can. The mindset of always improving is about staying curious and invested. Whether it’s in our products, our people, or the way we work, I believe genuine care drives progress.

Recently, when Korea recently faced a sharp dip in store traffic, our team pulled together and acted to turn things around fast. We launched a weekend hair show to spark interest and excitement, giving our experts a new platform to shine. Alongside a retailer-led campaign, we drove significant sales lift compared to the previous week.

Moments like these show what’s possible when we think differently, move quickly, and back our people to lead. That’s the Dyson difference— we don’t wait for change, we create it. And I’m proud to be part of this.